building brand loyalty on the social web
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Building Brand Loyalty on the Social Web
Michael Britohttp://www.britopian.com
http://twitter.com/britopian
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Authenticity, transparency is important.
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Brands need to be Believable.
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700% growth
3,700% growth
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“Be human.Build community.Don’t just listen. Act.Be open for criticism.Admit when you are wrong.Don’t make monetization a priority; it willhappen naturally if done right.
How to be “Believable”
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The social web is exponentially growing.
Research suggests that users do not use social media as a tool to make purchase decisions.
Key Takeaways:
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How we approach Social Media
Data Driven Global Training & Employee Empowerment Conversational & Community building Global strategy External Social Media Guidelines
– http://www.intel.com/sites/sitewide/en_US/social-media.htm
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In the Conversation, versus @ the conversation
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Data is important!
Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey
CREATORS13%
• Publish Web page• Publish or maintain a blog• Upload video to sites like YouTube
• Publish Web page• Publish or maintain a blog• Upload video to sites like YouTube
CRITICS19%
• Comment on blogs• Post ratings and reviews
• Comment on blogs• Post ratings and reviews
COLLECTORS15%
• Use RSS• Tag Web pages
• Use RSS• Tag Web pages
JOINERS19% • Use social networking sites• Use social networking sites
SPECTATORS33%
• Read blogs• Watch peer-generated video• Listen to podcasts
• Read blogs• Watch peer-generated video• Listen to podcasts
INACTIVES52% • None of these activities• None of these activities
Social Technographic Ladder of Participation
Leaders in data, research and analytics in the social space
Imperative to planning for all social media programs and projects
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What is your strategy?
Listening - using social media as “real time” research and gaining insights from listening to customers.
Talking - using conversations with customers to promote products or services, authentically
Energizing - building brand stewardship; and identifying enthusiastic customers and using them to persuade others.
Supporting - making it possible for customers to help each other.
Embracing - turning customers into a resource for innovation.
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Yes, we listen … and watch … and engage Variation of tools: some paid,
some free Twitter search, Google Alerts,
Nielsen Not just listening but
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Neutral
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Two-way conversations
Real Stories from Real People @ Intel.http://scoop.intel.com
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Supporting the enterprise and IT geeks
Community for IT professionals Several different OEMS and
other companies participate; and even moderate content
It serves as the “go to” destination for all things geeky
http://communities.intel.com
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Tapping into consumer innovation
Joint venture with Asus and Intel
Thriving community of early adopters and tech setters
Tapping this community for their innovative ideas
http://www.wepc.com
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Desktop Processor Tested and branded as “the
fastest processor on the planet”
Geared for small niche audience of content creators or those who need processor speed & efficiency
– Multimedia creation– Animators– Film makers– HD Video Editing
Energizing the Community
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Digital Drag Race
Create a program that:
– Engages content creators – Displays the power of the
processor– Builds in functionality to map back
to social behaviors
– Builds community
The Digital Drag Race concept addressed several key issues:
– It spoke directly to the audience we wanted to engage with
– Easy to integrate naturally with Intel.com
– Visually displayed the “speed” of the processor
– Easy to add behaviors/functionality
from Forrester
http://www.youtube.com/watch?v=xWdVvurRvBA
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Digital Drag Race – User Generated Content Creation of user battles Winner would get a “shot out”
on the Intel blogs w/ links to their spaces
When we opened it up to the community is when it became viral
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The results
Additional bonus: won an ADDY and an IAC award
METRIC RESULT
Total unique visitors Exceeded goal by 250%
Total clicks to product pages Exceeded goal by 360%
Download interaction rate Exceeded goal by 50%
Average time on site Average time spent over 8 minutes
Total blog posts Exceeded goal by 12%
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The Buzz…Ad/Media Industry
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The Buzz… Design related blogs/sites
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The Buzz… tech sites & other social media
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Did we move the needle?
– Sales increased but hard to track back to social media
– We became relevant to this spectrum of consumers
– Humanized the Intel brand
MULTIMEDIA ARTISTS ANIMATORS FILM MAKERS
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SMP = Social Media Practitioner Leveraging the social capital of Intel employees to
evangelize, listen, respond to their own micro communities
Train, plan, organize, collaborate
Social Media Evangelism
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Our strategy involves …
Listening Nielsen, Google, Twitter Talking Consumer blog, twitter, FB fan page
Energizing Evangelism, Digital Drag Race
Supporting IT geek community Embracing Consumer innovation WEPC.com
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Follow me @britopian
Twitter Best Practices for Brands
Not the Mecca.Research.Branded/Personal Profiles.Profile Equity.Less structure is better.Listen & Observe before engaging.Authenticity is important. Be believable.Track, Measure and Iterate.Having a strategy is good. Execution is more important.
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Recommended Reading
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Follow me @britopian
Thank you. Questions?
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