The document discusses how empowered consumers are using social media for civil disobedience and collective action on a global scale, transforming business models. It notes that customers want authentic engagement with brands rather than just advertisements, and that social media can help companies better understand customers, build relationships and awareness, though measuring impact can be challenging. Superfans, who are a small part of communities, generate most useful content and drive success.

1. Social Journey in the Age of
the Empowered Consumer
Prelini Udayan-Chiechi
Director, EMEA Marketing
@prelini

2. United Breaks Guitars
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3. Campaign Goes Viral
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4. @prelini

5. civil disobedience:
the social web has
organized and
amplified our
global voice
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6. around the globe,
people are
seizing power
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7. collectively, we are
doing great &
inspiring things at
unprecedented scale
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8. x
the dawn of the
mobile, social and
incredibly
empowered
consumer
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9. business models
are being
radically
transformed
confidential @prelini

11. $5,000
Social Media Spend
$4,000
Reach $2.1Bn in US
$3,000
$2,000
of CEOs surveyed reported that their
$1,000 top priority for the next five years was
‘getting closer to their customers’
$-
2011 2012 2013 2014 2015 2016
Source: Forrester US Interactive Marketing Forecast , 2011
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12. Social media helps us to:
57% be more relevant
to our customers
build better
54% customer
relationships
build awareness
customer focus is 50% and demand for
our products
CMO Council, 2011
the major driver 17.5%
behind social $2.1B
spent in 2011
10.10%
7.10% social media as %
of marketing budget
2011 2012 2013+
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13. Customers want an authentic
conversation and engagement
with buyers ‘like them’
but customers
want to interact 14% of consumers trust
advertisements
with each other,
not just you 90% of consumers trust
peer recommendations
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14. social brings new complexities
who do I engage and how? how do I manage and scale? how do I measure the impact?
superior design features
Reach
Social Social Business
Intelligence Software Buzz
Engagement
Participation
Social Scoring Blogging
Platforms Transaction
Advocacy
Social TV Mobile Apps Community of marketers
41%
Platforms surveyed had no
proven ROI of social
initiatives
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15. REALIZE
your brand nation
PROVE
the business value
DIRECT
ENGAGE the conversation
LISTEN
to understand on existing networks
understand the tap into existing create an owned hub harness the power to transform the overall
social customer social networks drive business impact customer experience

16. accelerate innovation
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17. reduce service costs
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18. drive revenue
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19. superfans are the key to success
superfans consist of
of community
<1% populations
on average
superfans generate
50%
of all community content
and
85%
of all useful content
confidential
@prelini

20. Questions
Prelini Udayan-Chiechi
@prelini