Building Brand Loyalty
      on the Social Web


        Michael Brito
         http://w w
                  w .britopian....
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. Ac...
Key Takeaways:
    The social w is exponentially
                eb
    growing.

    Research suggests that users do not
...
Howw approach Social M
         e                 edia

      Data Driven
      Global Training & Employee Empow ent
   ...
In the Conversation, versus @ the
     conversation




11
Data is important!
                                                                                 • Publish Web page
   ...
W is your strategy?
      hat

      Listening - using social m edia as “ tim research and
                              ...
Yes, w listen … and w
             e              atch … and engage
        Variation of tools: som paid, som
           ...
Tw ay conversations
       o-w




     Real Stories from Real People @
     Intel.
     http://scoop.intel.com

     http...
Supporting the enterprise and IT geeks
      Com unity for IT professionals
             m
      Several different OEM a...
Tapping into consum innovation
                        er
      Joint venture w Asus and Intel
                      ith
...
Energizing the Com unity
                       m
      Desktop Processor
      Tested and branded as “ fastest
        ...
Digital Drag Race
      Create a program that:

       – Engages content creators
       – Displays the pow of the proces...
Digital Drag Race –User Generated Content
      Creation of user battles
      W inner w  ould get a “
                 ...
The results

             METRIC                                         RESULT
     Total unique visitors                ...
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...
Social Media Evangelism

      SM = Social M
          P             edia Practitioner
      Leveraging the social capit...
Our strategy involves …

      Listening  Nielsen, Google, Twitter
      Talking  Consum blog, tw
                    ...
Twitter Best Practices for Brands




     “
           Not the M ecca.
           Research.
           Branded/Personal P...
Recom ended Reading
          m




                  Follow me @britopian

29
Thank you.
     Questions?




         Follow me @britopian

30
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Building Brand Loyalty on the Social Web

  1. 1. Building Brand Loyalty on the Social Web Michael Brito http://w w w .britopian.com http://twitter.com/britopian 1
  2. 2. Authenticity, transparency is im portant. 2
  3. 3. Brands need to be Believable. 3
  4. 4. 4
  5. 5. 5
  6. 6. 700% growth 3,700% growth 6
  7. 7. 7
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. In the Conversation, versus @ the conversation 11
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Tw ay conversations o-w Real Stories from Real People @ Intel. http://scoop.intel.com http://scoop.intel.com http://scoop.intel.com 15
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. The Buzz … Ad /Me dia Indus try Follow me @britopian 22
  23. 23. The Buzz … De s ig n re late d blo g s /s ite s Follow me @britopian 23
  24. 24. The Buzz … te c h s ite s & o the r s o c ial me dia Follow me @britopian 24
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Recom ended Reading m Follow me @britopian 29
  30. 30. Thank you. Questions? Follow me @britopian 30
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