actionable listening on the social web

Actionable Listening on the Social WebInnovation and advocacy starts with brands listening

Michael Brito, Vice President, Edelman Digital

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

2009 Study 2010 Study

59% use Social Media to interact with brands 78% of use Social Media to interact with brands

93% believe a company should have a presence in social media

37% of users engaging companies or brands via new media at least once per week

43% of consumers say that companies should use social networks to solve the consumers' problems

New media users overwhelmingly believe companies or brands should not only have a presence in new media (95%) but also interact with their consumers (89%).

41% believe that companies should use social media tools to solicit feedback on products and services

http://www.coneinc.com/content1182 http://www.coneinc.com/content2601

Growing Consumer Expectations

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

The Social Customer

Digital Discovery:Active (Google)Passive (Social RSS)

The Informed(e.g. research products online)

Accessible Participation:Fanning, following, liking

The Participant(e.g. participate in a brand experience)

Micro-Sharing:Easy, habitual, publishing

The Opinion Sharer(e.g. post review)

Social Advocacy:Creating content, sharing

The Advocate (e.g. encourage friends to purchase)

”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!”

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

Brands Need To Be Market Omnipresent

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

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.

It’s Not About The Tools

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!”

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

Proactive Community Engagement

BRANDS NEED TO BECOME BELIEVABLETO STAY COMPETIVE

From Transparency To Believability

Change you can Believe in …

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

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!”

People Buy From Brands That Listen!

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!”

“Engagement Correlates To financial Performance”

• Launched Sponsors of Tomorrow, May 09’

• Released the video on Youtubeo Over million views in one month

• The community was begging for t-shirts like this one o Youtube comments, Twitter, Gizomodo, Engadget

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

Our Rockstars Aren’t Like Your Rockstars

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

Thank You! Questions?

Michael BritoMichael.Brito@edelman.com

@Britopian

Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”