From Social Business to Social Brand: Syracuse University
1. From Social Business to Social Brand Michael Brito, Vice President, Edelman Digital Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
5. First, the definitions …. “The Social Customer” The Informed (e.g. research products online) Discovery: Active (Google) Passive (Social RSS) The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Participation: Fanning, following, liking Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Advocacy: Creating content, sharing ”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
10. They say that people buy from “The Social Brand” Engagement Correlates to financial Performance Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
13. Growing Consumer Expectations http://www.coneinc.com/content2601 http://www.coneinc.com/content1182 Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
14. Trust is Important Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
18. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impactMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
19.
20. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
21. Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heardMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
22. It’s not just about content … It’s about the right content, at the right time, to the right person in the right channel Relevant content: adds value to the conversation positions you as a trusted source of information is authentic and believable build trust with the community results in innovation increases the reach branded messages increases search engine visibility Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
23. Relevant content adds value to the conversation Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
24. … positions brands as a trusted source Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
25. … is more than authentic, it’s believable Change you can Believe in … Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
26. … builds trust with the community Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
27. … results in innovation Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
28. … increases reach of brand messages Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
29. … increases search engine visibility Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
30. Create relevant content by identifying spokespersons Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
45. Questions? Michael Brito Michael.Brito@Edelman.com http://twitter.com/Britopian http://www.britopian.com Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”
Notas do Editor
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?
SO we know that Brands need to be omnipresent, we know that they have to be human--- how do you actually get there?