Download - Brands Taking Action on the Social Web

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


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


SO THE QUESTION IS ….

How do we live up to consumer expectations?


KICK A$$ PRODUCTS


SUPERIOR CUSTOMER SERVICE


AUTHENTIC COMMUNITY ENGAGEMENT

BRANDS BECOME BELIEVABLE


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


“Engagement Correlates To financial Performance”

Awareness

Consideration

Preference

Purchase

Retention

TRADITIONAL SALES FUNNEL


ACTIVATING YOUR ADVOCATES

If you love your customers, they will

love you back,And tell others!


• 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


STARBUCKS LISTENS & ACTS

GM CANCELS PRODUCTION: BUICK CROSSOVER

• Decision based solely on real time customer feedback

• Saved the company million in manufacturing costs, inventory, etc.


Show videohttp://www.youtube.com/watch?v=jqLPHrCQr2I.


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


A ROCKSTAR IS BORN!


THE ANALOG GROUNDSWELL


Download - Brands Taking Action on the Social Web

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