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Brand Manage Camp: Winning With Social Media

Presentation by Charlene Li at Brand Manage Camp 2009 in Las Vegas, October 6, 2009.

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Brand Manage Camp: Winning With Social Media

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  1. Creating Winning Social Media Strategies Charlene Li Altimeter Group September 29, 2009 For a copy of slides, send an email to info@altimetergroup.com

  2. The state of conversation today 2

  3. Meet Dave Carroll Source: davecarrollmusic.com

  4. Welcome to the Groundswell When people get what they need from each other A power shift, catalyzed by social technologies 5

  5. Technologies can be confusing Source: Wordle.net

  6. It’s about the relationship

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

  8. Goals define your strategy

  9. Always start with Learn

  10. Learn with monitoring tools

  11. Radian6 enables learning organizations

  12. How Oracle encouraged feedback 13

  13. Dialog with your community

  14. The Engagement Pyramid

  15. Commenters share an opinion

  16. Coke has a dialog with millions 17

  17. At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer

  18. Driving sales with Twitter

  19. Help your members support each other

  20. Comcast provides support via Twitter

  21. Goals define your strategy

  22. Starbucks innovates across the organization

  23. Getting started What’s stopping you? “We don’t have the time, money, or people.” “People will abuse it.” “Our executives/investors are short-term focused.” “IT/Legal won’t let us.” “I’m afraid of losing control.”

  24. #1 Start small, start now Audience Goal Revolutionary

  25. Deal with different mindsets Find the “moments of truth” and “moments of crisis” for each mindset

  26. #2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals

  27. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of comments # of referrals Greater loyalty Faster, more closes Help Innovate # of issues addressed # of implemented ideas Increased satisfaction Faster development

  28. Higher order metrics to consider Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV)

  29. #3 Give up the need to be in control Photo: Kantor, http://www.flickr.com/photos/kantor

  30. The dangers of not being prepared

  31. No contingency plan in place, and a single response in a month Posted Sept. 4, 2009 No activity since

  32. How to give up control and be in command The Sandbox Covenant

  33. The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook

  34. Summary • Focus on the relationships, not the technologies • Start by learning from the conversations • Prepare to let go … … of the control you never had

  35. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to info@altimetergroup.com 36 Copyright © 2009 Altimeter Group

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