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The Growing Influence of the Social CustomerSep 14, 2011
Michael Brito, SVP Social BusinessEdelman Digital@Britopian
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Customer expectations on the rise
Cone 2009 Study Cone 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 expect 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
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A day in the life of the social customer
▪ The customer journey is dynamic; and always changes
▪ Brands need to have multiple customer touch points to break through the clutter
▪ Customers need to hear things 3 – 5 times before the actually believe
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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)
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The new purchase funnel cycle
▪ The goal of every brand should be to transform the social customer into an advocate
▪ 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
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Customers seek help when making purchase decisions
Consumers turn to product/service information and customer reviews, but blogs are
gaining traction. Before deciding whether to purchase, consumers go online to:
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The social customer influences others
Negative information is just as powerful as positive
in influencing consumers’ purchase decisions
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Next Steps
Conversational audit & determine if you can
add value to the conversation
Prepare to scale internally i.e. hiring
community managers, escalation/moderation
and social media policies
Establish a measurement
framework
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Michael BritoSocial Business PlanningEdelman Digital
[email protected]://www.britopian.comhttp://twitter.com/Britopian
Thank you!