Actionable Listening On The Social Web
Upcoming SlideShare
Loading in...5
×
 

Actionable Listening On The Social Web

on

  • 2,776 views

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

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

Statistics

Views

Total Views
2,776
Views on SlideShare
2,775
Embed Views
1

Actions

Likes
4
Downloads
58
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Actionable Listening On The Social Web Actionable Listening On The Social Web Presentation Transcript

  • 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
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 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!”
  • 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!”
  • 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
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 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.
    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!”
  • Kick Butt Products
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • Superior Customer Service
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • Proactive Community Engagement
  • 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!”
  • 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”
    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!”
  • Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”
  • 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”
    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!”
  • Thank You! Questions?
    Michael Brito
    Michael.Brito@edelman.com
    @Britopian
    Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”