brands taking action on the social web
Post on 17-Oct-2014
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Michael Brito (Edelman) presents at Social Media Marketing 2010 San Francisco. Learn how brands are taking the collective intelligence of the community; and changing their business models, products and processes because of it. Including case studies and campaign results, this session will also demonstrate how the simple act of listening and “taking action” are yielding positive results for brands, big and small.TRANSCRIPT
Brands Taking ActionOn the Social Web
Michael Brito@Britopian on Twitter
MAKE DATA DRIVEN DECISIONS
2008 Study 2009 Study
59% of Americans use Social Media to interact with brands
78% of Americans 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
Michael Brito@Britopian on Twitter
The tools come and go. • Myspace • Friendster• Plurk• Twitter• Google Buzz
Consumers’ expectations aren’t changing. In fact, they want more out of brands. That is a good thing.
IT’S ABOUT THE PEOPLE, NOT THE TOOLS
Michael Brito@Britopian on Twitter
SO THE QUESTION IS ….
How do we live up to consumer expectations?
Michael Brito@Britopian on Twitter
KICK A$$ PRODUCTS
Michael Brito@Britopian on Twitter
SUPERIOR CUSTOMER SERVICE
Michael Brito@Britopian on Twitter
AUTHENTIC COMMUNITY ENGAGEMENT
BRANDS BECOME BELIEVABLE
Michael Brito@Britopian on Twitter
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”
PEOPLE BUY THINGS FROM BRANDS THAT LISTEN
Michael Brito@Britopian on Twitter
“Engagement Correlates To financial Performance”
Awareness
Consideration
Preference
Purchase
Retention
TRADITIONAL SALES FUNNEL
Michael Brito@Britopian on Twitter
ACTIVATING YOUR ADVOCATES
If you love your customers, they will
love you back,And tell others!
Michael Brito@Britopian on Twitter
Michael Brito@Britopian on Twitter
• Launched MyStarBucks Idea a few years ago
• Crowdsourcing products, services and improvement to the coffee experience
• Building strong & profitable customer relationships
STARBUCKS LISTENS & ACTS
Splashstick
Michael Brito@Britopian on Twitter
STARBUCKS LISTENS & ACTS
Michael Brito@Britopian on Twitter
GM CANCELS PRODUCTION: BUICK CROSSOVER
• Decision based solely on real time customer feedback
• Saved the company million in manufacturing costs, inventory, etc.
Michael Brito@Britopian on Twitter
Show videohttp://www.youtube.com/watch?v=jqLPHrCQr2I.
Michael Brito@Britopian on Twitter
Ajay Bhatt – co founder of the USB port
INTEL CASE STUDY – ROCKSTARS
• 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
A ROCKSTAR IS BORN!
Michael Brito@Britopian on Twitter
Michael Brito@Britopian on Twitter
THE ANALOG GROUNDSWELL
Michael Brito@Britopian on Twitter