THE EVOLUTION OF SOCIAL BUSINESSTHE RISE OF THE SOCIAL CUSTOMER

AND THEIR IMPACT ON BUSINESSMICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING

EDELMAN DIGITAL | @BRITOPIAN ON TWITTER

@BRITOPIAN ON TWITTER

THE EVOLUTION OF SOCIAL BUSINESS

SOCIAL CUSTOMER

• Technology Innovation gives customers a voice

• They are Influential• Amplified voices across the social

web • Google indexing critical

conversations about companies• Social Customers are trusted

amongst their peers as influence grows

SOCIAL BRAND

SOCIAL BUSINESS

• Companies and brands join Twitter, Facebook and create corporate blogs

• Engage with the social customer in various channels

• Social Media teams are forming slowly

• Small budgets are allocated on a project basis to social media engagement and community building

• Organizations begin humanizing business operations

• Organizational models are formed to include social media

• Organizational silos are torn down between internal teams

• Governance models and social media policies are created

• Social becomes an essential attribute of organizational culture

1995 to present

2003 to present

2008 to presentTHE EVOLUTION OF SOCIAL BUSINESS

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HOW DOES THE SOCIAL CUSTOMER BEHAVE?

• The customer journey is dynamic; and always changes• Brands need to have multiple

customer touch points to break through the clutter• Customers need to hear

things 3 – 5 times before the actually believe (Edelman Trust Barometer)

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THE SOCIAL CUSTOMER AND BRAND EXPERIENCE

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Research

Participate

Share

Advocacy

BRAND IMPACT

GOOGLE PRODUCTS & SERVICES

MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS

SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)

AID AND INFLUENCE THEIR MICROCOMMUNITIESDOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS

ENG

AGEM

ENT

THE NEW PURCHASE FUNNEL

• A brand should build relationships with the social customer on order to drive advocacy

• 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

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DEFINING A SOCIAL BRAND

“A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.

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DEFINING A SOCIAL BRAND

“A social brand is any company, product, individual, politician that uses social technologies in order to communicate with the social customer, their partners and constituencies or the general public.

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CHAOS EXISTS IN THE ORGANIZATION TODAY

THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEOPARDY AND GET YOU FIRED TOO!

LEAKING CONFIDENTIAL INFORMATION

RACISM

HATE SPEECH

TALKING SMACK ABOUT MANAGEMENT

TWEETSBLOG POSTSFACEBOOK UPDATES

BASHING COMPETITORS

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EMPLOYEES DON’T KNOW HOW TO BEHAVE

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CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT

My team owns the Facebook page!!

DO YOU UNDERSTAND?

Relax … I just wanted to post our press

release….

MULTIPLE & DUPLICATE SOCAL MEDIA CHANNELS

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MEASUREMENT INCONSISTENCY

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ORGANIZATIONS FOCUSING ON INTERNAL CHANGE

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FROM CHAOS TO GOVERNANCE

Policies

• Legal document

• Addresses compliance and is very specific on what not to do

• Governs employees behavior

• Employees liable for actions

Guidelines

• Guides employee's behavior on the social web

• It’s good practice to co-create guidelines with employees

• Moderation policies for Facebook, Corporate blogs

Organization

Design

• Directs the organization to maximize its structure to ensure efficiencies and scale

• Provides guidance of ownership for the social media job function

Channel Creation

• Address the creation of new, external facing social media channels

• Creates consist messaging and minimizes customer confusion

Employee

Activation

• Process creation for new, existing employees that want to engage externally

• Training modules creates an increase in employee proficiency

Technology

Deployment

• Enablement process for internal / external social applications

• Security & Privacy

• Ensures technology consistency across the organization

GOVERNANCE MODEL

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ESTABLISHING A CONTENT LIBRARY

Aggregating all branded

content and making it

very easy for employees

to share it within their

social graph!

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ESTABLISHING A MEASUREMENT FRAMEWORK

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Financial Impact Metrics• R

OI

• Paid, Earned, Owned Media Value

• Purchase Funnel Metrics

Non Financial Impact Metrics• C

ommunity Health - Growth

• Community Health – Membership

• Community Health – Engagement

• Share of Voice

ESTABLISHING A MEASUREMENT FRAMEWORK

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Financial Impact Metrics• R

OI

• Paid, Earned, Owned Media Value

• Purchase Funnel Metrics

Non Financial Impact Metrics• C

ommunity Health - Growth

• Community Health – Membership

• Community Health – Engagement

• Share of Voice

It’s imperative that

everyone in the

organization measures

social media

consistently!

USHERING IN SOCIAL BUSINESS

• A social business is built upon three pillars – people, process and technology

• Change management and culture change is essential in order for genuine social business transformation to occur

• Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first

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SOCIAL BUSINESS DEFINED

“A social business is any organization that has integrated and operationalized social media within every job function (and process) internally.

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BUSINESS & BRAND ALIGNMENT = RESULTS

Community ManagementMarketing

Customer ServiceCommunications

EventsCampaignsAdvocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

MEASURABLE OUTCOMES

TrainingProcess

CollaborationOrganization Models

Research & DevelopmentPolicies & GuidelinesKnowledge Sharing

Culture

Programs

InfrastructureInfographic by @armano

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SOCIAL BUSINESS VALUE CREATION MODEL

Social Customer

Social BrandSocial Business

SalesAdvocacy

Product Feedback

EngagementProduct DiscountsRelevant Content

Solving customer issues

Brand EnablementProduct Innovation

Process Improvement

Value Creation

Value creation is what

determines success

from every

perspective!

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Listening to the social

customer without any type

of action is worse

than not listening at all- @britopian

SOMETIMES IT’S THE SMALL THINGS

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SOMETIMES IT’S THE NOT SO SMALL THINGS

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SOMETIMES IT’S A BFD

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Over the last 5 days, there have been 63,106

twitter mentions; 12,3016,338 impressions

ACTION SPEAKS LOUDER THAN WORDS!

THANK YOU FOR YOUR TIME!

Michael BritoSVP, Social Business PlanningEdelman DigitalMichael.Brito@edelman.com@Britopian

H T T P : / / T H E S O C I A L B U S I N E S S B O O K . C O M

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