Brands Need to be Market Omnipresent with Michael Brito
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Transcript of Brands Need to be Market Omnipresent with Michael Brito
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Humanizing Business and BrandsMichael Brito Vice PresidentEdelman Digital
Photo by agent3012http://www.flickr.com/photos/agent3012/
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Humanizing Business Operations
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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
Regular employee
Government official
CEO
Person like yourself
NGO representative
A financial or industry analyst
An academic or expert
32%
29%
31%
47%
41%
49%
62%
32%
35%
40%
44%
45%
52%
64%
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Advocacy
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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Ok, so now what?
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Brands Need to be Market Omnipresent
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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Operationalize Social Media Internally
Culture
Governance
Technology
Culture Executive Support Transparency Employee Activation Collaboration
Governance Policies & Procedures Training Technology Global considerations
Technology Collaboration Software Social CRM Social Publishing
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Identify Brand “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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Hybrid Profiles
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From Transparency to Believability
Change you can Believe in …
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Authentic & Real-time Community Engagement
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People Buy From Engaged Brands
Engagement Correlates to financial Performance
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From Social Brand to Social Business