from social business to social brand: syracuse university

From Social Business to Social BrandMichael Brito, Vice President, Edelman Digital

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First, the definitions …. “The Social Customer”

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•Growing Influence•Amplified Reach•Has high expectations

Discovery:Active (Google)Passive (Social RSS)

The Informed(e.g. research products online)

Participation:Fanning, following, liking

The Participant(e.g. participate in a brand experience)

Sharing:Easy, habitual, publishing

The Opinion Sharer(e.g. post review)

Advocacy:Creating content, sharing

The Advocate (e.g. encourage friends to purchase)

”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.

First, the definitions …. “The Social Customer”

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

First, the definitions …. “The Social Brand”

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

• Uses social media to connect with customers

• Listening and responding• Authentic and transparent

communications• Conversational

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!”

First, the definitions …. “The Social Business”

Why is it important to be a social brand? “

2008 Study 2009 Study

59% of Americans use Social Media to interact with brands

78% of Americans 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

http://www.coneinc.com/content1182 http://www.coneinc.com/content2601

Growing Consumer Expectations

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Trust is Important

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Advocates are the new influencers

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

The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact

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Social Brand = Social Omnipresence

A customer journey is dynamic; they live in the their streams (Twitter, News feed)

People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer

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 heard

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It’s not just about content …

Relevant content:

1. adds value to the conversation2. positions you as a trusted source of information3. is authentic and believable4. build trust with the community5. results in innovation6. increases the reach branded messages7. increases search engine visibility

It’s about the right content, at the right time, to the right person in the right channel

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Relevant content adds value to the conversation

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… positions brands as a trusted source

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… is more than authentic, it’s believable

Change you can Believe in …

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… builds trust with the community

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

… results in innovation

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

… increases reach of brand messages

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

… increases search engine visibility

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”

Create relevant content by identifying spokespersons

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Corporate Versus Personal Profiles

Corporate profiles are more one-way focused; less conversational

Company news, reports, acquisitions, earnings, press releases

Managed by more than one person Usually owned/managed by Corporate

Communications Company branded with logo, colors Some corporate profiles are specific to products

(i.e. @photoshop) and customer care (i.e. @comcastcares)

Links to company home page, blog Company owned

Personal, conversational Content shared is more about the person and

when they do for a company, not the company in general

Personal brand 80/20 rule Links to personal blog or LinkedIn account Employee owned

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Questions?

Michael BritoMichael.Brito@Edelman.com

http://twitter.com/Britopian

http://www.britopian.com

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You Back!”