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Foodservice Social Media Universe 2011.
Citation preview
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
… I’m @Britopian on Twitter in case you care
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
… I’m @Britopian on Twitter in case you care
#FSMU
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
… I’m @Britopian on Twitter in case you care
#FSMU
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)
… I’m @Britopian on Twitter in case you care
#FSMU
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
… I’m @Britopian on Twitter in case you care
#FSMU
BE SMART AND LISTEN FIRST
Spend time listening to social
customers and determine if you
can add value
“ “
#FSMU
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
#FSMU
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
… I’m @Britopian – tweet me and I’ll tweet you back!
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
#FSMU
SOCIAL BUSINESS VALUE CREATION MODEL
… I’m @Britopian – tweet me and I’ll tweet you back!
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
… I’m @Britopian – tweet me and I’ll tweet you back!
#FSMU