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Brands Taking Action On the Social Web Michael Brito @Britopian on Twitter
21

Brands Taking Action on the Social Web

Oct 17, 2014

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Michael Brito (Edelman) presents at Social Media Marketing 2010 San Francisco. Learn how brands are taking the collective intelligence of the community; and changing their business models, products and processes because of it. Including case studies and campaign results, this session will also demonstrate how the simple act of listening and “taking action” are yielding positive results for brands, big and small.
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Page 1: Brands Taking Action on the Social Web

Brands Taking ActionOn the Social Web

Michael Brito@Britopian on Twitter

Page 2: Brands Taking Action on the Social Web

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

Page 3: Brands Taking Action on the Social Web

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

Page 4: Brands Taking Action on the Social Web

SO THE QUESTION IS ….

How do we live up to consumer expectations?

Michael Brito@Britopian on Twitter

Page 5: Brands Taking Action on the Social Web

KICK A$$ PRODUCTS

Michael Brito@Britopian on Twitter

Page 6: Brands Taking Action on the Social Web

SUPERIOR CUSTOMER SERVICE

Michael Brito@Britopian on Twitter

Page 7: Brands Taking Action on the Social Web

AUTHENTIC COMMUNITY ENGAGEMENT

Page 8: Brands Taking Action on the Social Web

BRANDS BECOME BELIEVABLE

Michael Brito@Britopian on Twitter

Page 9: Brands Taking Action on the Social Web

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

Page 10: Brands Taking Action on the Social Web

“Engagement Correlates To financial Performance”

Awareness

Consideration

Preference

Purchase

Retention

TRADITIONAL SALES FUNNEL

Michael Brito@Britopian on Twitter

Page 11: Brands Taking Action on the Social Web

ACTIVATING YOUR ADVOCATES

If you love your customers, they will

love you back,And tell others!

Michael Brito@Britopian on Twitter

Page 12: Brands Taking Action on the Social Web

Michael Brito@Britopian on Twitter

Page 13: Brands Taking Action on the Social Web

• 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

Page 14: Brands Taking Action on the Social Web

STARBUCKS LISTENS & ACTS

Page 15: Brands Taking Action on the Social Web

Michael Brito@Britopian on Twitter

Page 16: Brands Taking Action on the Social Web

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

Page 17: Brands Taking Action on the Social Web

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

Michael Brito@Britopian on Twitter

Page 18: Brands Taking Action on the Social Web

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

Page 19: Brands Taking Action on the Social Web

A ROCKSTAR IS BORN!

Michael Brito@Britopian on Twitter

Page 20: Brands Taking Action on the Social Web

Michael Brito@Britopian on Twitter

Page 21: Brands Taking Action on the Social Web

THE ANALOG GROUNDSWELL

Michael Brito@Britopian on Twitter