I gave this presentation to Meltwater clients in the UK and Germany.

1. Actionable Listening on the Social Web Innovation and advocacy starts with brands listeningMichael Brito, Vice President, Edelman Digital Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

2. Growing Consumer Expectations http://www.coneinc.com/content2601 http://www.coneinc.com/content1182 Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

3. The Social Customer The Informed (e.g. research products online) Digital Discovery: Active (Google) Passive (Social RSS) The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Accessible Participation: Fanning, following, liking Micro-Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Social Advocacy: Creating content, sharing ”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!”

4. Trust And Credibility Are Important Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

6. Advocates are trusted among their peers and within their micro communities

7. Advocates are aiding and influencing others down the purchase funnel

8. The reach of one advocate is minimal; as an aggregate, the total reach can make a strong business impactMichael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

10. People need to hear things up to 5 times before they actually believe it- Edelman Trust Barometer

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

13. Friendster – Gone.

14. Plurk – Umm, no.

15. Twitter – Declining.

16. Google Buzz – Confusing as hell.

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

18. 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!”

19. Kick Butt Products Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

20. Superior Customer Service Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

21. Proactive Community Engagement

22. From Transparency To Believability Change you can Believe in … BRANDS NEED TO BECOME BELIEVABLE TO STAY COMPETIVE Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

24. Dell (123)

25. eBay (115)

26. Google (105)

27. Microsoft (103)

28. Thomson Reuters (101)

29. Nike (100)

30. Amazon (88)

31. SAP (86)

32. Tie - Yahoo!/Intel (85)“Engagement Correlates To financial Performance” Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

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

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

36. Released the video on Youtube

37. Over million views in one month

38. The community was begging for t-shirts like this one

39. Youtube comments, Twitter, Gizomodo, Engadget“Engagement Correlates To financial Performance” Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”

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

41. Thank You! Questions? Michael Brito Michael.Brito@edelman.com @Britopian Michael Brito | @Britopian on Twitter “Tweet Me and I’ll Tweet You back!”