A webinar i had with MarketingPros and Vitrue -- From Social Business to Social Brand.

1. FROM SOCIAL BRAND TO SOCIAL BUSINESS MICHAEL BRITO | SVP, SOCIAL BUSINESS PLANNING EDELMAN DIGITAL | @BRITOPIAN ON TWITTER

3. They are Influential

4. Amplified voices across the social web

5. Google indexing critical conversations about companies

6. Social Customers are trusted amongst their peers as influence grows

7. Companies and brands join Twitter, Facebook and create corporate blogs

8. Engage with the social customer in various channels

9. Social Media teams are forming slowly

10. Small budgets are allocated on a project basis to social media engagement and community building

11. Organizations begin humanizing business operations

12. Organizational models are formed to include social media

13. Organizational silos are torn down between internal teams

14. Governance models and social media policies are created

15. Social becomes an essential attribute of organizational culture@BRITOPIAN ON TWITTER

17. Brands need to have multiple customer touch points to break through the clutter

18. Customers need to hear things 3 – 5 times before the actually believe (Edelman Trust Barometer)@BRITOPIAN ON TWITTER

19. 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

20. Advocates talk about the brand; even when the brand isn’t listening #vitrue T WEETABLE MOMENT

22. Advocates talk about the brand, even when the brand isn’t listening

23. Advocates are trusted among their peers and within their micro communities

24. Advocates are aiding and influencing others down the purchase funnel

25. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact@BRITOPIAN ON TWITTER

26. 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

27. 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

29. Employees are running wild on the intrawebs with little to no guidance, direction or governance

30. Different geographies and business units are creating social communities externally and not sharing or communicating internally @BRITOPIAN ON TWITTER

32. Change management and culture change is essential in order for genuine social business transformation to occur

33. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other first@BRITOPIAN ON TWITTER

34. 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

35. UNDERSTANDING THE DIFFERENCE @BRITOPIAN ON TWITTER

36. 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

37. 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

38. FROM CHAOS TO GOVERNANCE GOVERNANCE MODEL @BRITOPIAN ON TWITTER

40. Leveraging search to create social content for blogs

41. Metrics deep dive – understanding metrics and making data driven decisions

42. Advanced training on social tools and technologies like Radian6, Meltwater Buzz, Sprinklr, Shoutlet, CoTweet, and other publishing/listening platforms

44. Listening & Monitoring Tools and Apps

45. Intended Uses of Social Media

46. Engagement Model &Escalation Process

48. Overview of owned media channels to include enterprise communities, blogs, Facebook and Twitter accounts

50. Listening to owned media channels

51. Escalate conversations to others

52. Frequent tweeting and retweeting; responding to comments on/off of enterprise owned media channels

53. Responding to customer support issues and escalating to appropriate channels

54. Basic community management

55. Frequent blogging, tweeting and responding to comments on/off of enterprise owned media channels

56. Solving customer support issues on and off enterprise owned media channels

57. Mentoring and training white and blue belts; team brown bags

58. Speaking at conferences

59. Participate in and attend bi-weekly social media integrations forums@BRITOPIAN ON TWITTER

60. ACTIVATING EMPLOYEES TO ENGAGE Content Creators Conversationalist Participant @BRITOPIAN ON TWITTER

61. 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

62. ESTABLISHING A MEASUREMENT FRAMEWORK @BRITOPIAN ON TWITTER

63. ESTABLISHING A MEASUREMENT FRAMEWORK It’s imperative that everyone in the organization measures social media consistently! @BRITOPIAN ON TWITTER

64. 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

65. 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

66. CREATING A CONTENT 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 ”

67. 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

68. LISTEINING IS IMPERITIVE “ Spend time listening to the conversation and determine if you can add value “

69. CONVERSATIONAL AUDIT …this tells you “where” the conversation is happening about the brand @BRITOPIAN ON TWITTER

70. TOPICAL CONVERSATIONAL AUDIT … this tells you how relevant your brand is within certain online conversations @BRITOPIAN ON TWITTER

71. REPITITION ENHANCES BELIEVABILITY @BRITOPIAN ON TWITTER

72. Individuals have to hear something 3 – 5 times before they believe it @edelman_trust #vitrue T WEETABLE MOMENT

73. SOLVING CUSTOMER PROBLEMS It’s one thing to solve individual customer issues. It’s another to fix the ROOT CAUSE of the problem!

74. REAL TIME ANALYTICS Knowing what content is being share/liked/RT’d the most should help drive the content strategy @BRITOPIAN ON TWITTER

75. USE GOOGLE TO CREATE EDITORIAL CONTENT Understanding search behavior will help create editorial content @BRITOPIAN ON TWITTER

76. KNOWING “WHEN” TO POST CONTENT @BRITOPIAN ON TWITTER

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

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

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

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

83. Occasional tweets on promoting blog content

84. Cross promoting other social channels, when relevant

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

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

87. Should not duplicate content

88. Add Google+ icons to hub@BRITOPIAN ON TWITTER

89. TOOLS TO HELP YOU SCALE … send em’ a tweet @simplymeasured @BRITOPIAN ON TWITTER

90. TOOLS TO HELP YOU SCALE … send em’ a tweet @crowdbooster @BRITOPIAN ON TWITTER

91. TOOLS TO HELP YOU SCALE … send em’ a tweet @vitrue @BRITOPIAN ON TWITTER

92. THANK YOU FOR YOUR TIME! Michael Brito SVP, Social Business Planning Edelman Digital Michael.Brito@edelman.com @Britopian Jim Tramel Vitrue Regional VP, Business Development jt@vitrue.com @jimtramel @BRITOPIAN ON TWITTER