The Rise of the Social Customer and Their Impact on Business

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The Rise of The Social CustomerAND THEIR IMPACT ON BUSINESS

Michael Brito | SVP, Social Business Planning, Edelman Digital | @Britopian

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The Evolution Of Social BusinessSOCIAL CUSTOMERS CONTINUE TO GAIN INFLUENCE

SOCIAL CUSTOMER

• Technology Innovation gives customers a voice

• They are Influential• Amplified voices across the social

web • Google indexing critical

conversations about companies• Social Customers are trusted

amongst their peers as influence grows

SOCIAL BRAND

SOCIAL BUSINESS

• In response to the social customer, brands began join Twitter, Facebook and create corporate blogs without much planning

• Engage with the social customer in various channels

• Social Media teams are forming slowly• Small budgets are allocated on a

project basis to social media engagement and community building

• Organizations begin humanizing business operations

• Organizational models are formed to include social media

• Organizational silos are torn down between internal teams

• Governance models and social media policies are created

• Social becomes an essential attribute of organizational culture

1995 to present

2003 to present

2008 to presentTHE EVOLUTION OF SOCIAL BUSINESS

@BRITOPIAN ON TWITTERHashtag: #smmbootcamp

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Who Is The Social Customer? ANYONE WHO TALKS ABOUT PRODUCTS OR SERVICES, ONLINE OR OFF

Most social customers don’t think of themselves as social customers

Their behaviors are dynamic Conversations sprout everywhere –

Twitter, Instagram, Pinterest, Facebook Social Customers are influential

regardless of how many friends, fans and followers they have


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Social Customer TraitsTHERE ARE SIX TYPES OF SOCIAL CUSTOMERS

The Venting Customer The Passive Customer The “Used to Be” Customer The Collaborative Customer The Customer Advocate The Future Customer


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“I love my Dell laptop, but it’s way too heavy,” or “I just got Comcast installed. The high definition is amazing, but the cable box doesn’t match my furniture, ugh.”


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“My Toshiba laptop keeps powering off after being on for 5 minutes, please help!”


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“My Internet just went down again. I am sick of @Comcast and canceling!” or “1-800 Flowers was late delivering my mom’s flowers for her birthday. This is the second time. I am done with them forever!”


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“I think El Pollo Loco should also serve baked chicken for people who want to eat healthy”


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“You all should buy the new Sony 3D TV. It is awesome and perfect for gaming and watching movies on Blu Ray. We love it!”


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“I am thinking about getting Comcast. Tired of Dish Network’s constant outages. What do you guys think?”


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The Dynamic Journey Of The Social Customer

Everyday is different, behaviors change in real time

The social customer filters content so that he/she only interacts with the content that is relevant to them at that specific time

Customers need to see/hear things 3 to 5 times before they start to believe

Brands need to be omnipresent; have multiple touch points

THE SOCIAL CUSTOMER IS INUNDATED WITH MEDIA & CONTENT EVERYWHERE


Fostering Customer Advocacy Through EngagementTURNING FRIENDS, FANS AND FOLLOWERS INTO ADVOCATES

Advocacy

Share

Participate

Research

GOOGLE PRODUCTS & SERVICES

MINIMAL PARTICIPATION (FRIENDS, FANS 7 FOLLOWERS

SHARE CONTENT WHEN CONVENIENTMAY POST A REVIEW (POSITIVE AND NEGATIVE)

AID AND INFLUENCE THEIR MICROCOMMUNITIESDOWN THE PURCHASE FUNNEL THOUGH ORGANICCONVERSATIONS

INCREASED ENGAGEMENTRELEVANT CONTENT


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The Rise Of The Customer Advocacy

Advocates talk about the brand; even when the brand isn’t listening

Advocates are trusted among others; and aid/influence their communities down the purchase funnel via organic conversations

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

ADVOCATES ARE AIDING & INFLUENCING OTHERS THROUGH THE FUNNEL


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Consumers Verify Purchase Recommendations2011 CONE STUDY REVEALS THE POWER OF THE SOCIAL CUSTOMER


Defining a Social Brand

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In Response to the Social Customer – Social BrandBRANDS ARE ENGAGING WITH THE INFLUENTIAL SOCIAL CUSTOMER

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

Hashtag: #smmbootcamp

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The Social Brand & The Social BusinessBECAUSE OF SOCIAL MEDIA, CHAOS EXISTS IN BUSINESS TODAY

Employees don’t know how to behave

Confusion of roles & responsibilities

Zero internal communication resulting in multiple social channels with no clear goals or alignment

Measurement inconsistencies Organizational silos still exist and

plague companies today@BRITOPIAN ON TWITTERHashtag: #smmbootcamp

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The Social Business Value Creation ModelVALUE IS ESSENTIAL TO DRIVE MAXIMUM ENGAGEMENT, BUSINESS RESULTS

The social customer creates value within conversations

The social brand creates value by listening and engaging

The social business creates value by implementing change internally

They all need to work together to close the loop

Social Customer

Social BrandSocial Business

SalesAdvocacyProduct

Feedback

EngagementProduct DiscountsRelevant ContentSolving customer

issues

Brand EnablementProduct Innovation

Process Improvement

Value Creation


Listening to the social customer without any type of action is worse than not listening at all- @britopian

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A Quick IllustrationSOMETIMES IT’S THE SMALL THINGS THAT MATTER


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Netflix Is Learning The Hard WaySOMETIMES IT’S THE NOT SO SMALL THINGS THAT MATTER


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Bank Of America RESPONDED AND ACTED FAST, AVOIDED A DISASTER


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Starbucks Case StudySTARBUCKS LISTENS, ACTS AND TAKES ACTION


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Thank You For Your Time!QUESTIONS, CONCERNS, CRITICISM OR PRAISE?

Michael BritoSVP, Social Business PlanningEdelman [email protected]@Britopian

The Rise of the Social Customer and Their Impact on Business

Business

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