16. Social becomes an essential attribute of organizational culture@BRITOPIAN ON TWITTER
17.
18. Brands need to have multiple customer touch points to break through the clutter
19. Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer)@BRITOPIAN ON TWITTER
20. THE SOCIAL CUSTOMER AND 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 @BRITOPIAN ON TWITTER
21. Advocates talk about the brand; even when the brand isn’t listening #vitrue T WEETABLE MOMENT
26. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER
27. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER EUROPE (EMEA) 31% comment on blogs 27% comment in forums 20% uploaded a video online 39% uploaded a photo online 63% watch a video online 13% actively blog LATIN AMERICA 49% comment on blogs 35% comment in forums 41% uploaded a video online 56% uploaded a photo online 74% watch a video online 27% actively blog ASIA PACIFIC 42% comment on blogs 43% comment in forums 29% uploaded a video online 50% uploaded a photo online 65% watch a video online 37% actively blog @BRITOPIAN ON TWITTER
28. DEFINING A SOCIAL BRAND “ 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. @BRITOPIAN ON TWITTER
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30. Employees are running wild on the intrawebs with little to no guidance, direction or governance
31. Different geographies and business units are creating social communities externally and not sharing or communicating internally @BRITOPIAN ON TWITTER
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33. Change management and culture change is essential in order for genuine social business transformation to occur
34. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first@BRITOPIAN ON TWITTER
35. SOCIAL BUSINESS DEFINED “ A social business is any organization that has integrated and operationalized social media within every job function (and process) internally. @BRITOPIAN ON TWITTER
37. CHAOS EXISTS IN THE ORGANIZATION TODAY TWEETS BLOG POSTS FACEBOOK UPDATES THERE IS CERTAIN BEHAVIOR AND TYPES OF TWEETS AND FACEBOOK UPDATES THAT MAY PUT YOUR COMPANY IN JEAPORDY AND GET YOU FIRED TOO! LEAKING CONFIDENTIAL INFORMATION RACISM HATE SPEACH BASHING COMPETITORS TALKING SMACK ABOUT MANAGEMENT @BRITOPIAN ON TWITTER
38. CONFUSION OF ROLES & RESPONSIBILTIES, CONFLICT I have been on the marketing team for 4 years now and WE OWN the Facebook page! DO YOU UNDERSTAND? I just wanted to post our press release…. @BRITOPIAN ON TWITTER
39. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL @BRITOPIAN ON TWITTER
42. Metrics deep dive – understanding metrics and making data driven decisions
43. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms
60. Participate in and attend bi-weekly social media integrations forums@BRITOPIAN ON TWITTER
61. ACTIVATING EMPLOYEES TO ENGAGE Content Creators Conversationalist Participant @BRITOPIAN ON TWITTER
62. ESTABLISHING A CONTENT LIBRARY Aggregating all branded content and making it very easy for employees to share it within their social graph! @BRITOPIAN ON TWITTER
64. ESTABLISHING A MEASUREMENT FRAMEWORK It’s imperative that everyone in the organization measures social media consistently! @BRITOPIAN ON TWITTER
65. ALIGNMENT = BUSINESS RESULTS Programs Community ManagementMarketingCustomer ServiceCommunicationsEventsCampaignsAdvocacy Crisis SOCIAL BRAND (External) SOCIAL BUSINESS (Internal) MEASURABLE OUTCOMES Training ProcessCollaborationOrganization Models Research & DevelopmentPolicies & GuidelinesKnowledge SharingCulture Infographic by @armano @BRITOPIAN ON TWITTER Infrastructure
66. SOCIAL BUSINESS VALUE CREATION MODEL SalesAdvocacyProduct Feedback Value creation is what determines success from every perspective! Customer Satisfaction Value Creation Social listening Workflow/Process EngagementProduct DiscountsRelevant ContentSolving customer issues Brand EnablementProduct InnovationProcess Improvement @BRITOPIAN ON TWITTER
67. CREATING A SOCIAL MEDIA PLAN THAT ADDS VALUE TO THE SOCIAL CUSTOMER “ Relevant content is the right content, at the right time, in the right channel to the right customer ”
68. CONTENT STATEGY FRAMEWORK Internal Listening Corporate Communications | Internal Communications | Product Organizations | Customer Support External Listening Existing Social Media Engagement | News Articles | Online Monitoring | Search @BRITOPIAN ON TWITTER
69. LISTEINING IS IMPERITIVE “ Spend time listening to the conversation and determine if you can add value “
70. CONVERSATIONAL AUDIT …this tells you “where” the conversation is happening about the brand @BRITOPIAN ON TWITTER
71. TOPICAL CONVERSATIONAL AUDIT … this tells you how relevant your brand is within certain online conversations @BRITOPIAN ON TWITTER