A quick presentation I gave at the Lithium Technologies "Like to Love' Breakfast. #L2LTour

1. The Growing Influence of the Social CustomerSep 14, 2011 Michael Brito, SVP Social Business Edelman Digital @Britopian

2. The Growing Influence of the Social CustomerSep 14, 2011 Michael Brito, SVP Social Business Edelman Digital @Britopian

3. Customer expectations on the rise 3

4. A day in the life of the social customer 4 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

5. The social customer & brand experience 5 The Informed (e.g. research products online) Brand Discovery: Google Search, Word of Mouth The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Brand Advocacy: Creating content, sharing, defending

6. The new purchase funnel cycle 6 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

7. Customers seek help when making purchase decisions 7 Consumers turn to product/service information and customer reviews, but blogs are gaining traction. Before deciding whether to purchase, consumers go online to:

8. The social customer influences others 8 Negative information is just as powerful as positive in influencing consumers’ purchase decisions

9. Next Steps 9 1 2 3 Prepare to scale internally i.e. hiring community managers, escalation/moderation and social media policies Conversational audit & determine if you can add value to the conversation Establish a measurement framework

10. Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Britopian Thank you! 10