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Speech by Charlene Li at the Philippines AdCongress, November 17, 2011 in Camarines Sur, Philippines
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1 Harnessing The Power Of Social Media Charlene Li Altimeter Group Twitter: @charleneli Email: charlene@altimetergroup.com
2 © 2011 Altimeter Group
OUT OUT of of CONTROL? CONTROL? © 2011 Altimeter Group © 2011 Altimeter Group
4 © 2011 Altimeter Group © 2011 Altimeter Group
5 © 2011 Altimeter Group © 2011 Altimeter Group
It’s about RELATIONSHIPS RELATIONSHIPS © 2011 Altimeter Group © 2011 Altimeter Group
STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group
STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group
9 Four goals define your Strategy Strategy © 2011 Altimeter Group
10 Track brand mentions with basic tools What would happen if every employee could learn from customers? © 2011 Altimeter Group
11 Nescafe Philippines uses Facebook fans’ insights to improve service Facebook fans become market research and survey data © 2011 Altimeter Group
12 Your customers want to be “known” I walk into my local grocery store © 2011 Altimeter Group
13 The store knows it’s me • Social check-ins (Four Square, Yelp, Facebook Places) • Near Field Communications © 2011 Altimeter Group
14 I get coupons to use right away © 2011 Altimeter Group
15 And connect my phone to in-store GPS shopping cart © 2011 Altimeter Group
16 Define Your Strategy With Goals © 2011 Altimeter Group
17 The New Normal Conversations, not messages Human, not corporate Continuous, not episodic © 2011 Altimeter Group
18 Boeing uses blogs to engage © 2011 Altimeter Group
19 Kohl’s updates reach 5.7M customers © 2011 Altimeter Group
20 Timely content and the power of sharing Potential reach of 7,500 engagements is over 1 million people. What would it cost to do this with traditional media? © 2011 Altimeter Group
21 Define Your Strategy With Goals © 2011 Altimeter Group
22 Cathay Pacific provides customer support on Twitter and Facebook © 2011 Altimeter Group
23 How DellOutlet drives sales with Support © 2011 Altimeter Group
24 Solarwinds’ community is strategic © 2011 Altimeter Group
25 Define Your Strategy With Goals © 2011 Altimeter Group
26 P&G uses reviews to improve products © 2011 Altimeter Group
27 ModCloth has customers merchandise new products © 2011 Altimeter Group
Starbucks involves 50 people around the organization in innovation Over 100 ideas have been implemented © 2011 Altimeter Group
STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group
STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group
31 Leaderships means having followers “Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge” © 2011 Altimeter Group
32 Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group © 2011 Altimeter Group
33 Traits of Open Leaders Authenticity Transparency © 2011 Altimeter Group
34 How Best Buy created Open Leaders © 2011 Altimeter Group © 2011 Altimeter Group
35 Barry’s first post © 2011 Altimeter Group
36 Retailer Best Buy has 2,500 employees providing support via Twitter © 2011 Altimeter Group
STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group
STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group
39 #1 Align social with key Strategic Goals Strategic Goals Examine your 2011 & 2012 goals Pick ones where social will have an impact Start small, but now © 2011 Altimeter Group
40 #2 Create a Culture of Sharing Culture of Sharing © 2011 Altimeter Group
41 Softbank CEO shares openly, frequently © 2011 Altimeter Group
#3 Discipline is #3 Discipline is Needed Needed to to Succeed Succeed 42 Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes Does customer need/deserve more info? No Assess the message Do you want to respond? Evaluate the purpose Are the facts correct? Yes Yes No Unhappy Customer? Gently correct the facts No Response No Are the facts correct? No Yes Yes No Can you add value? Dedicated Complainer? No Yes Is the problem being fixed? Explain what is being done to correct the issue. Yes Comedian Want-to-Be? Respond in kind & share Thank the person No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2011 Altimeter Group © 2011 Altimeter Group
43 Climb the Social Business Hierarchy of Needs © 2011 Altimeter Group
44 Five ways companies organize around social media © 2011 Altimeter Group
45 #4 Ask the #4 Ask the Right Questions Right Questions about about Value Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group © 2011 Altimeter Group
46 #5 Master the Art of #5 Master the Art of Failure Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2011 Altimeter Group © 2011 Altimeter Group
47 Create Sandbox Covenants Create Sandbox Covenants © 2011 Altimeter Group © 2011 Altimeter Group
It’s about RELATIONSHIPS RELATIONSHIPS © 2011 Altimeter Group © 2011 Altimeter Group
Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com For more information & to buy the book visit open-leadership.com © 2011 Altimeter Group © 2011 Altimeter Group