Authos@Google Presentation, October 15, 2008

1. Creating A Social Media Strategy Charlene Li Co-author of “Groundswell” Thought Leader, Altimeter Group 1

2. Is this what social media is about? Source: Wordle.net

3. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal 3

4. Agenda • How do you create a social strategy? • What are some best practices and pitfalls? • What does the future hold?

5. Process and goals lead to strategy 5

6. Engagement Pyramid • Edit a wiki • Moderate a forum • Write in a blog – 21% • Upload a video – 18% • Rate a product or service • Comment on a blog post • Write in a discussion forum • Share online video – 37% • Update profile – 35% • Upload photos – 23% • Watch online video – 59% • Read blogs – 48% • Download podcasts – 23% Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008

7. How Oracle encouraged feedback 7

8. Let’s talk about taxes 8

9. Dialog with Frank Eliason, Comcast

10. Skittles has conversations on Facebook 10

11. Helping users support themselves

12. Starbucks innovates with the groundswell

13. Agenda • How do you create a social strategy? • What are some best practices and pitfalls? • What does the future hold?

14. Getting started Listen first Set your goal Start small Recover

15. Measuring Social Media Your goals determine your metrics Use the same metrics as your marketing goals 15

16. Um, what metrics were those? 16

17. Example “micro” metrics 17

18. Higher order metrics to consider Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Cost of acquisition Cost of retention Lifetime revenue Referral value 18

19. How to find good help See a list at wiki.altimetergroup.com 19

20. How to find good help • Focuses on relationships, not campaigns. • Uses social media successfully themselves. • Commits resources to learning and training. • Has learned from their mistakes. • Respects and is humbled by the medium. 20

21. Agenda • How do you create a social strategy? • What are some best practices and pitfalls? • What does the future hold?

22. Social networks will be like air 22

23. Your friends will be where ever you need them Friends Reviews 23

24. Three components plus one concept 1. Universal identify 2. Open social graph 3. Portable applications And a business model – the personal CPM 24

25. Everyone is a marketer 25

26. Org charts become less relevant 26

27. BlueShirtNation.com supports Best Buy’s front line employees

28. Meet Up blew up their org chart 28

29. Firewalls disappear 29

30. Customers move into the company 30

31. 31 Photo: Kantor, http://www.flickr.com/photos/kantor

32. An essential tool to have

33. Summary • Determine the kind of relationship you want to have with your audience. • Start with one simple goal. • Plan for a transformation of your organization.

34. May the groundswell always be with you. Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Copyright © 2008 Altimeter Group