Building Brand Loyalty
on the Social Web
Michael Brito
http://w w
w .britopian.com
http://twitter.com/britopian
1

Authenticity,
transparency is
im portant.
2

Brands need to be
Believable.
3

4

5

700% growth
3,700%
growth
6

7

Howto be “
Believable”
“
Be hum an.
Build com unity.
m
Don’just listen. Act.
t
Be open for criticism.
Adm wit hen you are w rong.
Don’mt ake m onetization a priority; it
will
happen naturally if done right.
8

Key Takeaways:
The social w is exponentially
eb
growing.
Research suggests that users do not
use social media as a tool to make
purchase decisions.
9

Howw approach Social M
e edia
 Data Driven
 Global Training & Employee Empow ent
erm
 Conversational & Com unity building
m
 Global strategy
 External Social Media Guidelines
– http://w w
w .intel.com/sites/sitewide/en_US/social-media.htm
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In the Conversation, versus @ the
conversation
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Data is important!
• Publish Web page
CREATORS
• Publish or maintain a blog
 Social Technographic Ladder of 13%
• Upload video to sites like YouTube
Participation
CRITICS • Comment on blogs
 Leaders in data, research and 19% • Post ratings and reviews
analytics in the social space • Use RSS
COLLECTORS
 Im perative to planning for all social 15% • Tag Web pages
m edia program and projects
s
JOINERS
• Use social networking sites
19%
• Read blogs
SPECTATORS
• Watch peer-generated video
33%
• Listen to podcasts
INACTIVES
• None of these activities
52%
S ourc e : Forre s te r’s NACTAS Q4 2006 De v ic e s & Ac ce s s Online S urv e y
12

W is your strategy?
hat
 Listening - using social m edia as “ tim research and
real e”
gaining insights from listening to customers.
 Talking - using conversations w custom to prom
ith ers ote
products or services, authentically
 Energizing - building brand stewardship; and identifying
enthusiastic custom and using them to persuade
ers
others.
 Supporting - making it possible for custom to help
ers
each other.
 Em bracing - turning custom into a resource for
ers
innovation.
13

Yes, w listen … and w
e atch … and engage
 Variation of tools: som paid, som
e e
free
 Tw itter search, Google Alerts,
Nielsen
 Not just listening but
ENGAGEM ENT AND ACTION
100%
90%
80%
70%
60%
50%
+
40% -
30% Neutral
20%
10%
0%
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Tw ay conversations
o-w
Real Stories from Real People @
Intel.
http://scoop.intel.com
http://scoop.intel.com
http://scoop.intel.com
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Supporting the enterprise and IT geeks
 Com unity for IT professionals
m
 Several different OEM and other
S
com panies participate; and even
m oderate content
 It serves as the “ to”
go destination
for all things geeky
http://com unities.intel.com
m
16

Tapping into consum innovation
er
 Joint venture w Asus and Intel
ith
 Thriving com unity of early
m
adopters and tech setters
 Tapping this com unity for their
m
innovative ideas
http://w w epc.com
w .w
17

Energizing the Com unity
m
 Desktop Processor
 Tested and branded as “ fastest
the
processor on the planet”
 Geared for sm niche audience of
all
content creators or those w need
ho
processor speed & efficiency
– M ultimedia creation
– Anim ators
– Film m akers
– HD Video Editing
18

Digital Drag Race
 Create a program that:
– Engages content creators
– Displays the pow of the processor
er
– Builds in functionality to m back
ap
to
social behaviors
– Builds com unity
m
 The Digital Drag Race concept
addressed several key issues:
– It spoke directly to the audience w e
w anted to engage w ith
– Easy to integrate naturally w ith http://w w
w .youtube.com atch?v=xW
/w dVvurRvBA
Intel.com
– Visually displayed the “ speed” of
the processor
– Easy to add behaviors/functionality
from Forrester
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Digital Drag Race –User Generated Content
 Creation of user battles
 W inner w ould get a “
shot out” on
the Intel blogs w links to their
/
spaces
 W hen w opened it up to the
e
com unity is w
m hen it becam viral
e
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20

The results
METRIC RESULT
Total unique visitors Exceeded goal by 250%
Total clicks to product
Exceeded goal by 360%
pages
Download interaction rate Exceeded goal by 50%
Average tim spent over 8
e
Average tim on site
e
minutes
Total blog posts Exceeded goal by 12%
Additional bonus: won an ADDY and an IAC award
21

The Buzz … Ad /Me dia Indus try
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The Buzz … De s ig n re late d
blo g s /s ite s
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The Buzz … te c h s ite s & o the r s o c ial
me dia
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Did w m
e ove the needle?
–Sales increased but hard to track back to social media
–W becam relevant to this spectrum of consum
e e ers
–Humanized the Intel brand
MULTIMEDIA ARTISTS ANIMATORS FILM MAKERS
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25

Social Media Evangelism
 SM = Social M
P edia Practitioner
 Leveraging the social capital of Intel employees to
evangelize, listen, respond to their ow m
n icro
com unities
m
 Train, plan, organize, collaborate
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Our strategy involves …
 Listening  Nielsen, Google, Twitter
 Talking  Consum blog, tw
er itter, FB fan page
 Energizing  Evangelism Digital Drag Race
,
 Supporting  IT geek com unity
m
 Embracing  Consum innovation W
er EPC.com
27

Twitter Best Practices for Brands
“
Not the M ecca.
Research.
Branded/Personal Profiles.
Profile Equity.
Less structure is better.
Listen & Observe before engaging.
Authenticity is important. Be believable.
Track, M easure and Iterate.
Having a strategy is good. Execution is
m im
ore portant.
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28

Recom ended Reading
m
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29

Thank you.
Questions?
Follow me @britopian
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