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 I’ll Tweet You back!”
2009 Study 2010 Study
59% use Social Media to interact with brands 78% of 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
Growing Consumer Expectations
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
The Social Customer
Digital Discovery:Active (Google)Passive (Social RSS)
The Informed(e.g. research products online)
Accessible Participation:Fanning, following, liking
The Participant(e.g. participate in a brand experience)
Micro-Sharing:Easy, habitual, publishing
The Opinion Sharer(e.g. post review)
Social Advocacy:Creating content, sharing
The 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 I’ll Tweet You back!”
Trust And Credibility Are Important
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
Advocacy And The New Purchase Funnel
Advocates talk about the brand, even when the brand isn’t listening
Advocates are trusted among their peers and within their micro communities
Advocates are aiding and influencing others down the purchase funnel
The 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 I’ll 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 Barometer
Due to the high degree of noise in the market, it’s imperative that a brand has multiple communication channels in order to get their message heard
Brands Need To Be Market Omnipresent
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
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 aren’t changing. In fact, they want more out of brands. That is a good thing.
It’s Not About The Tools
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
SO THE QUESTION IS ….
How do we live up to consumer expectations?
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
Kick Butt Products
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
Superior Customer Service
Proactive Community Engagement
BRANDS NEED TO BECOME BELIEVABLETO STAY COMPETIVE
From Transparency To Believability
Change you can Believe in …
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
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 I’ll Tweet You back!”
People Buy From Brands That Listen!
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
“Engagement Correlates To financial Performance”
• 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 “Tweet Me and I’ll Tweet You back!”
Our Rockstars Aren’t Like Your Rockstars
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
Thank You! Questions?
Michael [email protected]
@Britopian
Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
