How To Kick Ass AndTake Names On The Social Web #CrushIQ

How to Kick Ass & Take Names

Build CommunityCreate Customer Advocacy

On The Social WebMichael Brito| @Britopian SVP, Social Business Planning, Edelman

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

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The Social Customer & Brand Experience

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

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• 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 Advocate Purchase Funnel

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Social Customers Influences Purchase

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Optimizing The Hub & Spoke

• The content hub is the website, blog, content aggregator

• Content should be optimized for search w/terms that are relevant to your business

• Should be convenient for users to consume content within the channels that they are comfortable with

• Facebook status updates that promote blog content

• Other content shared NEEDS to add value to the conversation and community

The HubThe Hub

• Occasional tweets on promoting blog content

• Cross promoting other social channels, when relevant

• Needs to be unique; not the same on FB

• Optimize Youtube channel and new videos to link back hub/blog

• Videos can be shared on Facebook, YouTube or through editorial

• Optimize Google+ page with relevant links and content back to other channels

• Should not duplicate content

• Add Google+ icons to hub

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It’s not necessarily about the network

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It’s about people …

• Tools are changing, consumers’ expectations aren’t

• In fact, they want more out of brands. That is a good thing

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So, how we do live up to customer expectations?

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Kick Ass Products

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Superior Customer Service

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Proactive Community Engagement

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Good, Relevant Content

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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 Little Things

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Sometimes It’s The Not So Little Things

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Sometimes It’s A BFD …

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It’s All About Action

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Some Tools For Ass Kicking - @simplymeasured

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Some Tools For Ass Kicking - @crowdbooster

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Some Tools For Ass Kicking - @fancorps

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Some Tools For Ass Kicking - @bufferapp

Don’t Forget Google…

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Key Takeaways:

• The social customer is gaining influence; pay attention to them by listening

• Use tools to help scale your efforts internally

• Don’t forget about Google

Michael Brito

SVP, Social Business Planning

Edelman Digital

@Britopian