The Growing Influence of the Social Customer - #FSMU

The Growing Influence of the Social Customer

Michael BritoSVP, Social Business Planning

Edelman Digital

… I’m @Britopian on Twitter in case you care

THE EVOLUTION OF SOCIAL BUSINESS


SOCIAL CUSTOMER

• Technology Innovation gives customers a voice

• They are Influential• Amplified voice 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

#FSMU

CUSTOMER EXPECTATIONS ON THE RISE

Cone 2009 Study Cone 2010 Study

59% use Social Media to interact with brands 78% of 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 expect 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


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A DAY IN THE LIFE OF THE SOCIAL CUSTOMER

• 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


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THE SOCIAL CUSTOMER & THE 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)


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THE NEW PURCHASE FUNNEL CYCLE

• The goal of every brand should be to transform the social customer into an advocate

• 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


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BE SMART AND LISTEN FIRST

Spend time listening to social

customers and determine if you

can add value

“ “

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BASIC CONVERSATIONAL AUDIT

Media Mentions

Forums 1,300,000

Blogs 379,778

Twitter 338,828

News 180,054

Blogs17%

Forums59%

News8%

Twitter15%

…this tells you “where” the conversation is happening about the brand

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TOPICAL SHARE OF VOICE

Media Mentions

Forums 4,693

Blogs 1,327

Twitter 746

News 622

Blogs18%

Forums64%

News8%

Twitter10%

Overall ‘phone service’ Conversation

Blogs25%

Forums40%

News34%

Twitter1%

‘phone service’ & brand Conversation

Media Mentions % Share of Overall

Forums 372 8%

Blogs 233 18%

Twitter 13 2%

News 318 51%

… this tells you how relevant your brand is within certain online conversations

#FSMU

Listening to the social

customer without any type

of action is worse

than not listening at all

#FSMU- @britopian

TWEETABLE MOMENT

SOMETIMES IT’S THE SMALL THINGS THAT REALLY MATTER#FSMU

OTHER TIMES, IT’S A BIG DEAL#FSMU

ACTION SPEAKS LOUDER THAN WORDS#FSMU

PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT!

… I’m @Britopian – tweet me and I’ll tweet you back!

#FSMU

SO WHAT DOES THIS MEAN FOR BUSINESS


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

#FSMU

QUESTIONS?

I wrote a book and 100% of the royalties are being donated to Not For Sale – a non profit organization that is fighting to abolish Human Sex Trafficking!

Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian


#FSMU

The Growing Influence of the Social Customer - #FSMU

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