My preso from the Ragan Communications Employee Engagement and Social Media Conference in Redmond, Washington.

1. 5 Reasons Why Your Social Media Strategy Sucks … NEEDS HELP!! … I’m @Britopian on Twitter in case you care

2. CUSTOMER EXPECTATIONS ON THE RISE … I’m @Britopian on Twitter in case you care

3. 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

4. THE SOCIAL CUSTOMER & THE BRAND EXPERIENCE The Informed (e.g. research products online) Brand Discovery: Google Search, Word of Mouth The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Brand Advocacy: Creating content, sharing, defending … I’m @Britopian on Twitter in case you care

5. 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

6. I like to listen. I have learned a great deal from listening carefully. Most people never listen. - Ernest Hemingway

7. BE SMART AND LISTEN FIRST “ Spend time listening to the conversation and determine if you can add value “

8. BASIC CONVERSATIONAL AUDIT …this tells you “where” the conversation is happening about the brand

9. TOPICAL SHARE OF VOICE … this tells you how relevant your brand is within certain online conversations

10. CONVERSATION TRENDS 3 conversation spikes during the course of the year … this shows trends and spikes of conversations during the calendar year

11. A company like DreamWorks, all we do is make product. That's all we do. We don't own distribution. We are purely in the creation of content. - Jeffrey Katzenberg

12. CREATING A CONTENT STRATEGY – RELEVANT & CONSISTENT … I’m @Britopian on Twitter in case you care

13. CREATING A CONTENT STRATEGY – ADDING VALUE/SOLVING PROBS It’s one thing to solve individual customer issues. It’s another to fix the ROOT CAUSE of the problem!

14. CREATING A CONTENT STRATEGY – REAL TIME ANALYTICS Knowing what content is being share/liked/RT’d the most should help drive the content strategy

15. CREATING A CONTENT STRATEGY – DON’T FORGET GOOGLE Understanding search behavior will help create editorial content

16. CREATING A CONTENT STRATEGY - TIMING It’s not just “what” you are posting, it’s “when” you are actually posting it

17. CONTENT STRATEGY FRAMEWORK Internal Listening Corporate Communications | Internal Communications | Product Organizations | Conference Calls/Meetings External Listening Existing Social Media Engagement | News Articles | Online Monitoring | Search … I’m @Britopian on Twitter in case you care

18. Nature is too thin a screen; the glory of the omnipresent God bursts through everywhere - Ralph Waldo Emerson

20. Other content shared NEEDS to add value to the conversation and community

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

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

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

25. Occasional tweets on promoting blog content

26. Cross promoting other social channels, when relevant

27. Needs to be unique; not the same on FB

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

29. Should not duplicate content

31. TOOLS TO HELP – SIMPLY MEASURED … send em’ a tweet @simplymeasured

32. TOOLS TO HELP – CROWDBOOSTER … send em’ a tweet @crowdbooster

33. TOOLS TO HELP – BUFFER APP … send em’ a tweet @bufferapp

34. TOOLS TO HELP – KLOUT … send em’ a tweet @klout

35. TOOLS TO HELP – BLOGLEVEL/TWEETLEVEL … send em’ a tweet @jonnybentwood

36. What's measured, improves - Peter F. Drucker

37. CREATING A MEASUREMENT FRAMEWORK … I’m @Britopian on Twitter in case you care

38. CREATING A MEASUREMENT FRAMEWORK … I’m @Britopian on Twitter in case you care

39. CREATING A MEASUREMENT FRAMEWORK Metrics are important! But ensuring that EVERYONE in the organization is measuring social media the same way is just as important …

40. After all is said and done, a lot more will have been said than done - Author Unknown

41. ACTION SPEAKS LOUDER THAN WORDS

42. PEOPLE BUY FROM BRANDS THAT LISTEN AND ACT!

43. 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 Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian … I’m @Britopian on Twitter in case you care