the rise of the social customer and their impact on business

THE RISE OF THE SOCIAL CUSTOMER AND THEIR IMPACT ON BUSINESS

MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNINGEDELMAN DIGITAL | @BRITOPIAN ON TWITTER

@BRITOPIAN ON TWITTER

#mwsf

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


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 they actually believe (Edelman Trust Barometer)


THE SOCIAL CUSTOMER AND BRAND EXPERIENCE

Brand Discovery:Google Search, Word of Mouth

Brand Participation:Fanning, following, liking

Brand Sharing:Easy, habitual, publishing

Brand Advocacy:Creating content, sharing, defending

The Advocate (e.g. encourage friends to

purchase)

The Opinion Sharer(e.g. post review)

The Participant(e.g. participate in a brand

experience)

The Informed(e.g. research products online)


THE NEW PURCHASE FUNNEL

• A brand should build relationships with the social customer in 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


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.


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

CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICTMy team owns the Facebook page!!

DO YOU UNDERSTAND?Relax … I just wanted

to post our press release….

MEASUREMENT INCONSISTENCY


ORGANIZATIONS FOCUSING ON INTERNAL CHANGE


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


SOCIAL BUSINESS DEFINED

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


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

CREATE A PARTICIPATORY LEARNING ORGANIZATION

WHITE BELTAwareness & Engagement

BLUE BELTFluency & Participation

BLACK BELTExpertise & Ownership

Training Curriculum• Basics of Social Media • Overview of owned media channels to

include enterprise communities, blogs, Facebook and Twitter accounts

• Policies & Guidelines

Organizational Expectations

• Research & monitoring• Listening to owned media channels• Escalate conversations to others

Training Curriculum

• Basics of Community Engagement• Listening & Monitoring Tools and Apps• Intended Uses of Social Media• Engagement Model & Escalation

Process• Metrics Overview


• Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels

• Responding to customer support issues and escalating to appropriate channels

• Basic community management

• Advanced tactics of Community Engagement and Management

• Leveraging search to create social content for blogs

• Metrics deep dive – understanding metrics and making data driven decisions

• Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

• Train the trainer

Training Curriculum

• Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels

• Solving customer support issues on and off enterprise owned media channels

• Mentoring and training white and blue belts; team brown bags

• Speaking at conferences• Participate in and attend bi-weekly social

media integrations forums


FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP


ACTIVATING EMPLOYEES TO ENGAGE

Proficiency Level Channel(s) Employee Engagement Behaviors Tools/Technologies

Advanced

Video Record, upload video: live streaming, Hangouts Vimeo, YouTube, Twitvid, Qik, Livestream, Ustream, Google+

Photos Upload and Tag images Instagram, Picplz, Hipstamatic, Flickr, Picassa

Blogs Write and publish blog content Wordpress, Tumblr, Posterous, Microsoft blogs

Content Creators


Intermediate

Micro Blogging

Share product related news, announcements within micro blogging platforms Twitter, Friendfeed

Social Networks

Engage in two way dialogue about products, events and company news Facebook, Orkut, Quora, Google+

3rd Party Blogs Respond to comments in 3rd party blogs NA

Conversationalist


Basic

Email Send product related emails to friends, family members and colleagues NA

Social Networks

Follow @brand and corresponding product Twitter handles , “Like” Brand Products on Facebook – RT, Like, Share posts

Facebook, Orkut, Quora, Google+

Participant


ESTABLISHING A CONTENT LIBRARY


Aggregating all branded

content and making it

very easy for employees

to share it within their

social graph!

ESTABLISHING A MEASUREMENT FRAMEWORK


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


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!

ALIGNMENT = BUSINESS 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


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!

Listening to the social

customer without any type

of action is worse

than not listening at all- @britopian

TWEETABLE MOMENT

SOMETIMES IT’S THE SMALL THINGS


SOMETIMES IT’S THE NOT SO SMALL THINGS


SOMETIMES IT’S A BFD


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 [email protected]@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