Actionable Listening On The Social Web
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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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    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!”