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Actionable Listening On The Social Web

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

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

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  • 1. Actionable Listening on the Social Web
    Innovation and advocacy starts with brands listeningMichael Brito, Vice President, Edelman Digital
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 2. Growing Consumer Expectations
    http://www.coneinc.com/content2601
    http://www.coneinc.com/content1182
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 3. The Social Customer
    The Informed
    (e.g. research products online)
    Digital Discovery:
    Active (Google)
    Passive (Social RSS)
    The Participant
    (e.g. participate in a brand experience)
    The Opinion Sharer
    (e.g. post review)
    Accessible Participation:
    Fanning, following, liking
    Micro-Sharing:
    Easy, habitual, publishing
    The Advocate
    (e.g. encourage friends to purchase)
    Social Advocacy:
    Creating content, sharing
    ”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!”
  • 4. Trust And Credibility Are Important
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 5. Advocacy And The New Purchase Funnel
    • Advocates talk about the brand, even when the brand isn’t listening
    • 6. Advocates are trusted among their peers and within their micro communities
    • 7. Advocates are aiding and influencing others down the purchase funnel
    • 8. 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!”
  • 9. Brands Need To Be Market Omnipresent
    • A customer journey is dynamic; they live in the their streams (Twitter, News feed)
    • 10. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
    • 11. 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
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 12. It’s Not About The Tools
    The tools come and go.
    • Myspace – What?
    • 13. Friendster – Gone.
    • 14. Plurk – Umm, no.
    • 15. Twitter – Declining.
    • 16. Google Buzz – Confusing as hell.
    • 17. 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.
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 18. 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!”
  • 19. Kick Butt Products
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 20. Superior Customer Service
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 21. Proactive Community Engagement
  • 22. From Transparency To Believability
    Change you can
    Believe in …
    BRANDS NEED TO BECOME BELIEVABLE
    TO STAY COMPETIVE
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 23. People Buy From Brands That Listen!
    Top Ten Brands / measuring breath and depth within the social web
    “Engagement Correlates To
    financial Performance”
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 33. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 34. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 35. Our Rockstars Aren’t Like Your Rockstars
    • Launched Sponsors of Tomorrow, May 09’
    • 36. Released the video on Youtube
    • 37. Over million views in one month
    • 38. The community was begging for t-shirts like this one
    • 39. Youtube comments, Twitter, Gizomodo, Engadget
    “Engagement Correlates To
    financial Performance”
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 40. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 41. Thank You! Questions?
    Michael Brito
    Michael.Brito@edelman.com
    @Britopian
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”