Building Brand Loyalty on the Social Web
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Building Brand Loyalty on the Social Web

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Here are the slides I presented at the social networking conference in Los Angeles.

Here are the slides I presented at the social networking conference in Los Angeles.

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Building Brand Loyalty on the Social Web Building Brand Loyalty on the Social Web Presentation Transcript

  • 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
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  • 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 10
  • In the Conversation, versus @ the conversation 11
  • 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% 9 0 2 5 9 0 2 6 5 9 0 2 7 5 9 0 2 8 5 0 2 9 5 / / / / / 9 2 0 1 5 9 0 2 1 5 9 0 2 1 5 9 0 2 3 1 5 9 0 2 4 1 5 9 0 2 1 5 9 0 2 6 1 5 9 0 2 7 1 5 9 0 2 8 1 5 0 2 9 1 5 9 0 2 5 9 0 1 2 5 9 0 2 5 9 0 3 2 5 9 0 4 2 5 9 0 2 5 / / / / / / / / / / / / / / / / 14
  • Tw ay conversations o-w Real Stories from Real People @ Intel. http://scoop.intel.com http://scoop.intel.com http://scoop.intel.com 15
  • 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 19
  • 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 Follow me @britopian 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 Follow me @britopian 22
  • The Buzz … De s ig n re late d blo g s /s ite s Follow me @britopian 23
  • The Buzz … te c h s ite s & o the r s o c ial me dia Follow me @britopian 24
  • 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 Follow me @britopian 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 26
  • 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. Follow me @britopian 28
  • Recom ended Reading m Follow me @britopian 29
  • Thank you. Questions? Follow me @britopian 30