1) Customer expectations for social media interactions with brands have increased significantly from 2009 to 2010, with more customers believing brands should use social media to engage with customers and solve their problems. 2) There are different types of social media users - advocates, opinion sharers, participants, and the informed - and advocates in particular influence purchase decisions while spreading brand messages without being prompted. 3) To properly engage customers, brands need a social media presence across multiple networks to break through clutter, and should share relevant, value-adding content 3-5 times to ensure customers believe the brand's message.

1. How to kick ass and take names build community and create advocacy on the social web Michael Brito| @Britopian SVP, Social Business Planning, Edelman

2. Growing Customer Expectations 2009 Study 2010 Study 59% use Social Media to interact with brands 78% of use Social Media to interact with brands 93% believe a company should have a presence in social media 37% of users engaging companies or brands via new media at least once per week 43% of consumers say that companies should use social networks to solve the consumers' problems New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%). 41% believe that companies should use social media tools to solicit feedback on products and services

3. The Social Customer & Brand Experience Brand Discovery: Google Search, Word of Mouth Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing Brand Advocacy: Creating content, sharing, defending The Advocate (e.g. encourage friends to purchase) The Opinion Sharer (e.g. post review) The Participant (e.g. participate in a brand experience) The Informed (e.g. research products online)

7. It’s not necessarily about the network

9. So, how we do live up to customer expectations ?

10. Kick Ass Products

11. Superior Customer Service

12. Proactive Community Engagement

13. Smart Content Creation & Positioning

14. It starts with listening

15. People buy from business that listen

16. Some tools to help you kick ass

17. Some tools to help you kick ass

18. Some tools to help you kick ass

19. We can never forget Google…