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THE RISE OF THE SOCIAL CUSTOMER  ,[object Object],AND THEIR IMPACT ON BUSINESS,[object Object],MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING,[object Object],EDELMAN DIGITAL | @BRITOPIAN  ON TWITTER,[object Object],#mwsf,[object Object],@BRITOPIAN  ON TWITTER,[object Object]
THE EVOLUTION OF SOCIAL BUSINESS,[object Object],2008 to present,[object Object],THE EVOLUTION OF SOCIAL BUSINESS,[object Object],SOCIAL  BUSINESS,[object Object],2003 to present,[object Object],       SOCIAL  BRAND,[object Object],1995 to present,[object Object],         SOCIAL CUSTOMER,[object Object],[object Object]
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
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@BRITOPIAN  ON TWITTER,[object Object]
HOW DOES THE SOCIAL CUSTOMER BEHAVE?,[object Object],[object Object]
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)@BRITOPIAN  ON TWITTER,[object Object]
THE SOCIAL CUSTOMER AND BRAND EXPERIENCE,[object Object],The Informed,[object Object],(e.g. research products online),[object Object],Brand Discovery:,[object Object],Google Search, Word of Mouth,[object Object],The Participant,[object Object],(e.g. participate in a brand experience),[object Object],The Opinion Sharer,[object Object],(e.g. post review),[object Object],Brand Participation:,[object Object],Fanning, following, liking,[object Object],Brand Sharing:,[object Object],Easy, habitual, publishing,[object Object],The Advocate ,[object Object],(e.g. encourage friends to purchase),[object Object],Brand Advocacy:,[object Object],Creating content, sharing, defending,[object Object],@BRITOPIAN  ON TWITTER,[object Object]
THE NEW PURCHASE FUNNEL,[object Object],[object Object]
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@BRITOPIAN  ON TWITTER,[object Object]
DEFINING A SOCIAL BRAND,[object Object],“,[object Object],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.  ,[object Object],@BRITOPIAN  ON TWITTER,[object Object]
CHAOS EXISTS IN THE ORGANIZATION TODAY,[object Object],TWEETS,[object Object],BLOG POSTS,[object Object],FACEBOOK UPDATES,[object Object],THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEOPARDY AND GET YOU FIRED TOO!,[object Object],LEAKING CONFIDENTIAL INFORMATION,[object Object],RACISM,[object Object],HATE SPEECH,[object Object],BASHING ,[object Object],COMPETITORS,[object Object],TALKING ,[object Object],SMACK ,[object Object],ABOUT MANAGEMENT,[object Object],@BRITOPIAN  ON TWITTER,[object Object]

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