Brands Taking Action on the Social Web

Brands Taking ActionOn the Social Web

Michael Brito@Britopian on Twitter

MAKE DATA DRIVEN DECISIONS

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

Michael Brito@Britopian on Twitter

The tools come and go. • Myspace • Friendster• Plurk• Twitter• Google Buzz

Consumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing.

IT’S ABOUT THE PEOPLE, NOT THE TOOLS

Michael Brito@Britopian on Twitter

SO THE QUESTION IS ….

How do we live up to consumer expectations?

Michael Brito@Britopian on Twitter

KICK A$$ PRODUCTS

Michael Brito@Britopian on Twitter

SUPERIOR CUSTOMER SERVICE

Michael Brito@Britopian on Twitter

AUTHENTIC COMMUNITY ENGAGEMENT

BRANDS BECOME BELIEVABLE

Michael Brito@Britopian on Twitter

Top Ten Brands / measuring breath and depth within the social web

• Starbucks (127)• Dell (123)• eBay (115)• Google (105)• Microsoft (103)• Thomson Reuters (101)• Nike (100)• Amazon (88)• SAP (86)• Tie - Yahoo!/Intel (85)

“Engagement Correlates To financial Performance”

PEOPLE BUY THINGS FROM BRANDS THAT LISTEN

Michael Brito@Britopian on Twitter

“Engagement Correlates To financial Performance”

Awareness

Consideration

Preference

Purchase

Retention

TRADITIONAL SALES FUNNEL

Michael Brito@Britopian on Twitter

ACTIVATING YOUR ADVOCATES

If you love your customers, they will

love you back,And tell others!

Michael Brito@Britopian on Twitter

Michael Brito@Britopian on Twitter

• Launched MyStarBucks Idea a few years ago

• Crowdsourcing products, services and improvement to the coffee experience

• Building strong & profitable customer relationships

STARBUCKS LISTENS & ACTS

Splashstick

Michael Brito@Britopian on Twitter

STARBUCKS LISTENS & ACTS

Michael Brito@Britopian on Twitter

GM CANCELS PRODUCTION: BUICK CROSSOVER

• Decision based solely on real time customer feedback

• Saved the company million in manufacturing costs, inventory, etc.

Michael Brito@Britopian on Twitter

Show videohttp://www.youtube.com/watch?v=jqLPHrCQr2I.

Michael Brito@Britopian on Twitter

Ajay Bhatt – co founder of the USB port

INTEL CASE STUDY – ROCKSTARS

• Launched Sponsors of Tomorrow, May 09’

• Released the video on Youtubeo Over million views in one month

• The community was begging for t-shirts like this one o Youtube comments, Twitter, Gizomodo, Engadget

Michael Brito@Britopian on Twitter

A ROCKSTAR IS BORN!

Michael Brito@Britopian on Twitter

Michael Brito@Britopian on Twitter

THE ANALOG GROUNDSWELL

Michael Brito@Britopian on Twitter