Actionable Listening On The Social Web

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!”

Growing Consumer Expectations
http://www.coneinc.com/content2601
http://www.coneinc.com/content1182

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.

Trust And Credibility Are Important

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

Brands Need To Be Market Omnipresent
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

It’s Not About The Tools
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.

SO THE QUESTION IS ….
How do we live up to consumer expectations?

Kick Butt Products

Superior Customer Service

Proactive Community Engagement

From Transparency To Believability
Change you can
Believe in …
BRANDS NEED TO BECOME BELIEVABLE
TO STAY COMPETIVE

People Buy From Brands That Listen!
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”

Our Rockstars Aren’t Like Your Rockstars
Launched Sponsors of Tomorrow, May 09’
Released the video on Youtube
Over million views in one month
The community was begging for t-shirts like this one
Youtube comments, Twitter, Gizomodo, Engadget
“Engagement Correlates To
financial Performance”

Thank You! Questions?
Michael Brito
Michael.Brito@edelman.com
@Britopian

Actionable Listening On The Social Web

by Michael Brito on Jun 23, 2011

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Actionable Listening On The Social Web — Presentation Transcript