A presentation I delivered in Columbia, South Carolina at Social Crush, 2011.

1. FROM SOCIAL BRAND TO SOCIAL BUSINESS Michael Brito Senior Vice President, Social Business Edelman Digital Mobile: (415) 871 – 5165 Email: Michael.Brito@Edelman.com Twitter: @Britopian #socialcrush

3. They are Influential

4. Amplified voice across the social web

5. Google indexing critical conversations about companies

6. Social Customers are trusted amongst their peers as influence grows

7. Companies and brands join Twitter, Facebook and create corporate blogs

8. Engage with the social customer in various channels

9. Social Media teams are forming slowly

10. Small budgets are allocated on a project basis to social media engagement and community building

11. Organizations begin humanizing business operations

12. Organizational models are formed to include social media

13. Organizational silos are torn down between internal teams

14. Governance models and social media policies are created

15. Social becomes an essential attribute of organizational cultureThe social customer is gaining influence everyday and their voice is amplified via the social web .. says @britopian #socialcrush …tweetable moment

17. 2011 GLOBAL SNAPHOT OF THE SOCIAL CUSTOMER EUROPE (EMEA) 31% comment on blogs 27% comment in forums 20% uploaded a video online 39% uploaded a photo online 63% watch a video online 13% actively blog LATIN AMERICA 49% comment on blogs 35% comment in forums 41% uploaded a video online 56% uploaded a photo online 74% watch a video online 27% actively blog ASIA PACIFIC 42% comment on blogs 43% comment in forums 29% uploaded a video online 50% uploaded a photo online 65% watch a video online 37% actively blog Marketers should consider more than just Facebook and Twitter; there are other networks too says @britopian #socialcrush …tweetable moment

19. Advocates talk about the brand, even when the brand isn’t listening

20. Advocates are trusted among their peers and within their micro communities

21. Advocates are aiding and influencing others down the purchase funnel

22. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impactAdvocates aid & influencers their communities through the purchase funnel; don’t need incentives says @britopian #socialcrush …tweetable moment

23. DEFINING A SOCIAL BRAND “ When a product, brand, organization uses Twitter, Facebook, blogs, Google+ or any other social technology to connect with the social customer and/or its constituencies. A social brand is any organization that uses social technologies to engage with the social customer says @britopian #socialcrush …tweetable moment

25. Employees are running wild on the intrawebs with little to no guidance, direction or governance

26. Different geographies and business units are creating social communities externally and not sharing or communicating internally The social brand has caused chaos for many companies today; now they are focusing on changing internally @britopian #socialcrush …tweetable moment

28. Change management and culture change is essential in order for genuine social business transformation to occur

29. Organizations cannot have effective external conversations with customers unless they can have effective, internal conversations with each other firstA social business is built upon 3 pillars – people, process and technology says @britopian #socialcrush #socialbiz …tweetable moment

30. UNDERSTANDING THE DIFFERENCE A social brand focus external comms w/the social customer. Social business focuses on the internal says @britopian #socialcrush …tweetable moment

31. CREATING A LISTENING ORGANIZATION 41% OF consumers believe that companies should use social media tools to solicit feedback on products and services #socialcrush …tweetable moment

32. TOOLS & TECHNOLOGY – NOT IMPORTANT Consumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing. Tools & technology change everyday. Consumer expectations don’t and they just increase #socialcrush …tweetable moment

33. SO, THE QUESTION IS … How do we live up to customer expectations?

34. KICK ASS PRODUCTS

35. SUPERIOR CUSTOMER SERVICE

36. PROACTIVE COMMUNITY ENGAGEMENT

37. FROM TRANSPARANCY TO BELIEVABILITY

38. PEOPLE BUY FROM COMPANIES THAT LISTEN

39. STARBUCKS LISTENS AND ACTS TOO!

40. DELL LISTENS AND ACTS TOO!

41. THANK YOU FOR YOUR TIME TODAY! HTTP://THESOCIALBUSINESSBOOK.COM