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Actionable Listening on the Social Web<br />Innovation and advocacy starts with brands listeningMichael Brito, Vice Presid...
Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />Michael...
The Social Customer<br />The Informed<br />(e.g. research products online)<br />Digital Discovery:<br />Active (Google)<br...
Trust And Credibility Are Important<br />Michael Brito | @Britopian on Twitter   “Tweet Me and I’ll Tweet You back!”<br />
Advocacy And The New Purchase Funnel<br /><ul><li>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</li></ul>Michael ...
Brands Need To Be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, ...
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 t...
It’s Not About The Tools<br />The tools come and go.  <br /><ul><li>Myspace – What?
Friendster – Gone.
Plurk – Umm, no.
Twitter – Declining.
Google Buzz – Confusing as hell.
Facebook is the only one growing exponentially and globally.</li></ul>Consumers’ expectations aren’t changing. In fact, th...
SO THE QUESTION IS ….<br />How do we live up to consumer expectations?<br />Michael Brito | @Britopian on Twitter   “Tweet...
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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.

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Transcript of "Actionable Listening On The Social Web"

  1. 1. Actionable Listening on the Social Web<br />Innovation and advocacy starts with brands listeningMichael Brito, Vice President, Edelman Digital<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  2. 2. Growing Consumer Expectations<br />http://www.coneinc.com/content2601<br />http://www.coneinc.com/content1182<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  3. 3. The Social Customer<br />The Informed<br />(e.g. research products online)<br />Digital Discovery:<br />Active (Google)<br />Passive (Social RSS)<br />The Participant<br />(e.g. participate in a brand experience)<br />The Opinion Sharer<br />(e.g. post review)<br />Accessible Participation:<br />Fanning, following, liking<br />Micro-Sharing:<br />Easy, habitual, publishing<br />The Advocate <br />(e.g. encourage friends to purchase)<br />Social Advocacy:<br />Creating content, sharing<br />”Someone like me” is the most trusted source (60% in US).2009 Edelman Trust Barometer.<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  4. 4. Trust And Credibility Are Important<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  5. 5. Advocacy And The New Purchase Funnel<br /><ul><li>Advocates talk about the brand, even when the brand isn’t listening
  6. 6. Advocates are trusted among their peers and within their micro communities
  7. 7. Advocates are aiding and influencing others down the purchase funnel
  8. 8. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impact</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  9. 9. Brands Need To Be Market Omnipresent<br /><ul><li>A customer journey is dynamic; they live in the their streams (Twitter, News feed)
  10. 10. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer
  11. 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</li></ul>Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  12. 12. It’s Not About The Tools<br />The tools come and go. <br /><ul><li>Myspace – What?
  13. 13. Friendster – Gone.
  14. 14. Plurk – Umm, no.
  15. 15. Twitter – Declining.
  16. 16. Google Buzz – Confusing as hell.
  17. 17. Facebook is the only one growing exponentially and globally.</li></ul>Consumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing. <br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  18. 18. SO THE QUESTION IS ….<br />How do we live up to consumer expectations?<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  19. 19. Kick Butt Products<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  20. 20. Superior Customer Service<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  21. 21. Proactive Community Engagement<br />
  22. 22. From Transparency To Believability<br />Change you can <br />Believe in … <br />BRANDS NEED TO BECOME BELIEVABLE<br />TO STAY COMPETIVE<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  23. 23. People Buy From Brands That Listen!<br />Top Ten Brands / measuring breath and depth within the social web<br /><ul><li> Starbucks (127)
  24. 24. Dell (123)
  25. 25. eBay (115)
  26. 26. Google (105)
  27. 27. Microsoft (103)
  28. 28. Thomson Reuters (101)
  29. 29. Nike (100)
  30. 30. Amazon (88)
  31. 31. SAP (86)
  32. 32. Tie - Yahoo!/Intel (85)</li></ul>“Engagement Correlates To <br />financial Performance”<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  33. 33. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  34. 34. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  35. 35. Our Rockstars Aren’t Like Your Rockstars<br /><ul><li>Launched Sponsors of Tomorrow, May 09’
  36. 36. Released the video on Youtube
  37. 37. Over million views in one month
  38. 38. The community was begging for t-shirts like this one
  39. 39. Youtube comments, Twitter, Gizomodo, Engadget</li></ul>“Engagement Correlates To <br />financial Performance”<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  40. 40. Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
  41. 41. Thank You! Questions?<br />Michael Brito<br />Michael.Brito@edelman.com<br />@Britopian<br />Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”<br />
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