Brands Taking Action On the Social Web Michael Brito @Britopian on Twitter
Oct 17, 2014
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