Brandworks 2009: Social Media Profiles & Strategies

1. Profile of the Most Active Conversationalists Charlene Li Altimeter Group June 2, 2009 If you would like a copy of the slides, please leave a business card with me.

2. Welcome to the Groundswell Where social technologies enable people to get what they need from each other 2 2

3. How well do you know your customer? “I’ve changed, and you haven’t.” “We don’t even hang out in the same places anymore.” “We don’t talk any more.” From Microsoft’s “Bring Back The Love” ad campaign http://bit.ly/thebreakup 3

4. Who makes up the groundswell? 4

5. Basic online activity is just a start Percent of Internet users who report ever doing this activity Source: Pew Internet & American Life Project Tracking surveys (August 2006 to May 2008) 5

6. Social Technographics focuses on participation 21% People can belong to more than one category at a time 37% 19% Represents activities that they use in general, not necessarily with your brand 35% 69% 25% 6 Source: Forrester Research

7. Understanding the Social Technographics of different groups More data is available at groundswell.forrester.com 7 Source: Forrester Research

8. Massachusetts Medical Society’s Social Technographics profile Vs. US adults =100 Creators 13% 72 Critics 22% 88 Collectors 15% 125 Joiners 21% 84 Spectators 74% 154 Inactives 22% 50 0% 20% 40% 60% 80% 100% Source: Massachusetts Medical Society

9. The 90-10-1 Principle on participation Looks at participation within a single community Use it as a rule of thumb 9

10. The Engagement Pyramid dives deeper Identifies engagement with a brand or with an audience segment Places the emphasis on the bottom of the pyramid, not the top Overlap exists between categories 10

11. Conversations start at the bottom • Edit a wiki – <1%* • Moderate a forum – <1% • Write in a blog – 21% • Upload a video – 18% • Write in a discussion forum – 47%* • Rate a product or service – 32%** • Comment on a blog post – 22%** • Share online video – 37% • Update profile – 35% • Upload photos – 23% • Watch online video – 59% • Read blogs – 48% • Download podcasts – 23% Source: Universal McCann Social Media Tracker Wave 3, March 2008 *Source: Wiki data from Wetpaint, forum data from Lithium Technologies **Source: Pew Internet & American Life Project Tracking surveys 11

12. Engagement spurs conversation 12

13. Watcher activity can also be mined Google knows what I’m reading, what’s important, and makes recommendations 13

14. HP actively encourages sharing 14

15. Why do people share? Base: People who share by cutting/pasting URL into an email Source: ShareThis Survey, 2008 15

16. Identify your Power Sharers Sharing segments, by age *Power Shares share content at least once a week and with more than 11 people in 1+ channels Base: US online adults and youth Source: ShareThis Survey, 2008 16

17. Sharing is now very easy 17

18. Make sharing to networks easy Publish reviews from CitySearch to Facebook Bring friends to CitySearch Both CitySearch and Facebook get behavior and sharing data 18

19. Commenters give an opinion 19

20. Engage producers at scale Walmart has 20 moms blogging/ vlogging for it Use moms to engage moms 20

21. Curators – who are they? 21

22. Work with Curators/Editors closely Curators have power because the community (or the community owner) grants it to them 22

23. 1) Figure out the engagement profile of your audience • Decide on your target audience and observe/monitor them ▫ Where do they interact – or not interact? ▫ What topics galvanize them? What do they share? ▫ What is the sentiment they exhibit? • Use surveys to classify their engagement ▫ With you, on your site – as well as other sites ▫ With each other about you 23

24. 2) Determine the best way to engage Don’t aim for the biggest group, aim for the biggest pain Schwab doesn’t reply directly, but it gets great data on issues/concerns Highlights Watcher activity 24

25. 3) Have a strategy in place What will you do? What won’t you do? 25

26. Questions? 26

27. Five Success Strategies For Tapping Into Conversations And Transforming Your Company’s Marketing Charlene Li Altimeter Group June 2, 2009 To get a copy of the slides, please email me or give me a business card afterwards

28. What marketing often looks like today 28 28

29. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal 29

30. Five strategies, but start with Learn 30

31. Learn with monitoring tools 31

32. How Oracle encouraged feedback 32

33. How to learn better • Determine where fast, flexible learning is most needed to support business goals • Figure out who you need to listen to, and where they are • Find out who is best at listening to that audience ▫ Hint: It’s probably not Market Research 33

34. Driving sales with dialog 34

35. What’s different? Roadblocks to sales are quickly identified 35

36. At Southwest, a planner talks Post has received 98 comments over 10 days In the future, everyone is a marketer 36

37. Coca-Cola spreads conversations through its fans 37

38. Customer support by customers 38

39. Cable problems? Who do you call? 39

40. Starbucks innovates across the organization

41. How to transform your marketing 41 41

42. Social pressures traditional orgs Task Strategy Changes • Monitor conversations • All employees listen & learn Market research Learn • Any employee can converse • Bridge the consideration gap Marketing/Sales Dialog • Customers sell you • Finding dialogs that resonate Marketing Spread • Proactively seek out problems • Enable customers to help Customer support Help • Seek ideas from customers • Broaden employees involved Product development Innovate 42

43. 43 #1 Get the right people on the bus 43

44. Find your revolutionaries Lionel Menchaca Dell Paula Drum H&R Block Ed Terpening Wells Fargo 44

45. Have a plan to deal with different social media mindsets Find the “moments of faith” and “moments of crisis” for each mindset 45

46. #2 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals 46

47. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions # of referrals # of re-tweets # of issues addressed # of implemented ideas Awareness Faster, more sales Awareness Reach new audiences Customer satisfaction Faster, better development Spread Help Innovate 47

48. 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) 48

49. #3) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor 49 49

50. Conversations will change your org New forms of leadership will be needed 50 50