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

Holler at me @Britopian on Twitter

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


• 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


Social Customers Influences Purchase



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


It’s not necessarily about the network


It’s about people …

• Tools are changing, consumers’ expectations aren’t

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


So, how we do live up to customer expectations?


Kick Ass Products


Superior Customer Service


Proactive Community Engagement


Good, Relevant Content


Listening to the social

customer without any type

of action is worse

than not listening at all- @britopian

Sometimes It’s The Little Things


Sometimes It’s The Not So Little Things


Sometimes It’s A BFD …


It’s All About Action


Some Tools For Ass Kicking - @simplymeasured



Some Tools For Ass Kicking - @crowdbooster


Some Tools For Ass Kicking - @fancorps


Some Tools For Ass Kicking - @bufferapp

Don’t Forget Google…


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