from social business to social brand: syracuse university
Post on 17-Oct-2014
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I presented these slides to the awesome students at Newhouse School of Public Communications at Syracuse University.TRANSCRIPT
From Social Business to Social BrandMichael Brito, Vice President, Edelman Digital
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
First, the definitions …. “The Social Customer”
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
•Growing Influence•Amplified Reach•Has high expectations
Discovery:Active (Google)Passive (Social RSS)
The Informed(e.g. research products online)
Participation:Fanning, following, liking
The Participant(e.g. participate in a brand experience)
Sharing:Easy, habitual, publishing
The Opinion Sharer(e.g. post review)
Advocacy:Creating content, sharing
The Advocate (e.g. encourage friends to purchase)
”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.
First, the definitions …. “The Social Customer”
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
First, the definitions …. “The Social Brand”
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
• Uses social media to connect with customers
• Listening and responding• Authentic and transparent
communications• Conversational
They say that people buy from “The Social Brand”
Engagement Correlates to financial Performance
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
First, the definitions …. “The Social Business”
Why is it important to be a social brand? “
2008 Study 2009 Study
59% of Americans use Social Media to interact with brands
78% of Americans use Social Media to interact with brands
93% believe a company should have a presence in social media
37% of users engaging companies or brands via new media at least once per week
43% of consumers say that companies should use social networks to solve the consumers' problems
New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%).
41% believe that companies should use social media tools to solicit feedback on products and services
http://www.coneinc.com/content1182 http://www.coneinc.com/content2601
Growing Consumer Expectations
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Trust is Important
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Advocates are the new influencers
Advocates talk about the brand, even when the brand isn’t listening
Advocates are trusted among their peers and within their micro communities
Advocates are aiding and influencing others down the purchase funnel
The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Social Brand = Social Omnipresence
A customer journey is dynamic; they live in the their streams (Twitter, News feed)
People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
It’s not just about content …
Relevant content:
1. adds value to the conversation2. positions you as a trusted source of information3. is authentic and believable4. build trust with the community5. results in innovation6. increases the reach branded messages7. increases search engine visibility
It’s about the right content, at the right time, to the right person in the right channel
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Relevant content adds value to the conversation
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
… positions brands as a trusted source
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
… is more than authentic, it’s believable
Change you can Believe in …
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
… builds trust with the community
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
… results in innovation
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
… increases reach of brand messages
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
… increases search engine visibility
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Create relevant content by identifying spokespersons
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Corporate Versus Personal Profiles
Corporate profiles are more one-way focused; less conversational
Company news, reports, acquisitions, earnings, press releases
Managed by more than one person Usually owned/managed by Corporate
Communications Company branded with logo, colors Some corporate profiles are specific to products
(i.e. @photoshop) and customer care (i.e. @comcastcares)
Links to company home page, blog Company owned
Personal, conversational Content shared is more about the person and
when they do for a company, not the company in general
Personal brand 80/20 rule Links to personal blog or LinkedIn account Employee owned
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Questions?
Michael [email protected]
http://twitter.com/Britopian
http://www.britopian.com
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”