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Actionable Listening On The Social Web

Oct 17, 2014

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Business

I gave this presentation to Meltwater clients in the UK and Germany.

Slide 1

Actionable Listening on the Social WebInnovation and advocacy starts with brands listening

Michael Brito, Vice President, Edelman Digital

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

1Good morning. So we are here today to talk about this concept of building brand loyalty on the social web and I wanted to share with you a motto that I try to liveby when I worked on the brand side and also when I advise Brands today. It is this If you love your customers, they will love you back and tell others. So as I walkyou through my slides, I would ask that you keep that the back of your mind. How does that sound?

2009Study2010 Study59% use Social Media to interact with brands78% of use Social Media to interact with brands93% believe a company should have a presence in social media37%of users engaging companies or brands via new media at least once per week43% of consumers say that companies should use social networks to solve the consumers' problemsNew 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 serviceshttp://www.coneinc.com/content1182http://www.coneinc.com/content2601Growing Consumer ExpectationsMichael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

The Social CustomerDigital Discovery:Active (Google)Passive (Social RSS)The Informed(e.g. research products online)Accessible Participation:Fanning, following, likingThe Participant(e.g. participate in a brand experience)Micro-Sharing:Easy, habitual, publishingThe Opinion Sharer(e.g. post review)Social Advocacy:Creating content, sharingThe Advocate (e.g. encourage friends to purchase)Someone like me is the most trusted source (60% in US).2009 Edelman Trust Barometer.Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

Trust And Credibility Are ImportantMichael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

Advocacy And The New Purchase FunnelAdvocates talk about the brand, even when the brand isnt listeningAdvocates are trusted among their peers and within their micro communitiesAdvocates are aiding and influencing others down the purchase funnelThe reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

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 BarometerDue to the high degree of noise in the market, its imperative that a brand has multiple communication channels in order to get their message heard

Brands Need To Be Market OmnipresentMichael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

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The tools come and go. Myspace What?Friendster Gone.Plurk Umm, no.Twitter Declining.Google Buzz Confusing as hell.Facebook is the only one growing exponentially and globally.

Consumers expectations arent changing. In fact, they want more out of brands. That is a good thing.

Its Not About The ToolsMichael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

77If you notice on the previous slide, there is no mention of Twitter, FB Google Buzz, Orkutbecause the tools dont matter. They are simply channels that facilitate conversations and they change all the time. What doesnt change is consumers expectations of the brands they love.

SO THE QUESTION IS .How do we live up to consumer expectations?Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

88So the question we need to ask ourselves is How do we live up to consumer expectations? PAUSE

We have to create kick ass products or services. (apple does it)

We have to have superior customer service. (Zappos, Comcast)

We have engage with the community, we are authentic the data tells us that (Dell)

But its more than being authentic. We have been talking about authenticity for 10 years now and I think brands do actually get it, even though some do still make mistakes. Besides, you can be authentic and never do shit.

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!Kick Butt Products

99So the question we need to ask ourselves is How do we live up to consumer expectations? PAUSE

We have to create kick ass products or services. (apple does it)

We have to have superior customer service. (Zappos, Comcast)

We have engage with the community, we are authentic the data tells us that (Dell)

Make emotional connections (build on the trust factor here)

But its more than being authentic. We have been talking about authenticity for 10 years now and I think brands do actually get it, even though some do still make mistakes. Besides, you can be authentic and never do shit.

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!Superior Customer Service

1010So the question we need to ask ourselves is How do we live up to consumer expectations? PAUSE

We have to create kick ass products or services. (apple does it)

We have to have superior customer service. (Zappos, Comcast)

We have engage with the community, we are authentic the data tells us that (Dell)

Make emotional connections (build on the trust factor here)

But its more than being authentic. We have been talking about authenticity for 10 years now and I think brands do actually get it, even though some do still make mistakes. Besides, you can be authentic and never do shit.

Proactive Community Engagement1111So the question we need to ask ourselves is How do we live up to consumer expectations? PAUSE

We have to create kick ass products or services. (apple does it)

We have to have superior customer service. (Zappos, Comcast)

We have engage with the community, we are authentic the data tells us that (Dell)

But its more than being authentic. We have been talking about authenticity for 10 years now and I think brands do actually get it, even though some do still make mistakes. Besides, you can be authentic and never take any action.

Brands need to become believable.

BRANDS NEED TO BECOME BELIEVABLETO STAY COMPETIVEFrom Transparency To BelievabilityChange you can Believe in

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

1212Brands need to become believable. I am not trying to make a political statement at all here; but if you remember during the election, Obama positioned his candidacy on hope and change we can believe in. I know many people that voted for him because they really did believe what he had to say. That message was pounded in trough the media daily, for months.

So how does a brand become believable? They have to listen and act!

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

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!People Buy From Brands That Listen!

1313This is not a scientific study; just a correlation. So lets take a look at a few brands who have used the collective knowledge of the community to make strategic decisions.

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

1414This is not a scientific study; just a correlation

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

1515This is not a scientific study; just a correlation

Engagement Correlates To financial Performance

Launched Sponsors of Tomorrow, May 09Released the video on YoutubeOver million views in one monthThe community was begging for t-shirts like this one Youtube comments, Twitter, Gizomodo, Engadget

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!Our Rockstars Arent Like Your Rockstars

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Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

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Thank You! Questions?

Michael [email protected]@Britopian

Michael Brito | @Britopian on Twitter Tweet Me and Ill Tweet You back!

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