Social Media Marketing Summit Keynote, Oct. 1 2008

1. Social Media For Business Charlene Li Altimeter Group 1

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

5. It’s about the relationship 5

6. 6

7. Agenda • How is marketing changing? • What are some best practices and pitfalls? • How should you get started?

8. You’re not alone 8 Source: Wordle.net

9. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal 9

10. How to create a social strategy

11. How to think about your audience Curators Edited a wiki Moderate a forum Producers Created/worked on a blog – 12% Remixed content – 11% Commenters Rated a product, service or person – 32%2 Commented about a product – 30%2 Commented on a newsgroup or site – 22% Sharers Used social networking sites – 29% Tagged online content – 28%3 Shared something online that you created – 21% Watchers Watched YouTube videos – 52% Read blogs – 42% Downloaded podcasts – 19% Not active Percent of online adults that have ever done this activity Source: Pew Internet & American Life Project, May 2008, Dec 20071, Sept 20072, or Dec 20063

12. Agenda • How is marketing changing? • What are some best practices and pitfalls? • How should you get started?

13. Be clear on your target goal Learn Dialog Spark Help Innovate

14. Learn by listening 14

15. Oracle’s big gamble 15

16. H&R Block started a dialog on taxes 16

17. Providing tax advice on Facebook

18. Dialog with Frank Eliason, Comcast

19. Frank helped me out, and quickly

20. Skittles sparks with engagement 20

21. Helping the groundswell support itself

22. Intuit taps community for support 22

23. Starbucks innovates with the groundswell

24. And then closes the loop

25. Wal-mart’s many (failed) attempts

26. Buyer blog hit the right note

27. Real people are behind the blog

28. Agenda • How is marketing changing? • What are some best practices and pitfalls? • How should you get started?

29. How will you begin your revolution? 29

30. Meet some revolutionaries Lionel Menchaca Dell Paula Drum H&R Block Ed Terpening Wells Fargo Steve Bendt & Gary Koelling Wells Fargo 30

31. Revolutions start small Listen first Set your goal Get help

32. Don’t do this alone See a list at wiki.altimetergroup.com 32

33. 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. 33

34. The nitty gritty details of the action plan • Who needs to buy into the plan? • Who will “own” the community? • What’s the right level of engagement (corporate vs. audience vs. product)? • How will we deal with negative comments and customer service issues? • How much should we spend? 34

35. 35 Photo: Kantor, http://www.flickr.com/photos/kantor

36. Revolutions require intestinal fortitude

37. Summary • Determine the kind of relationship you want to have with your audience. • Start small with one simple goal. • Reach out and get the help that you need. • Marshall corporate commitment to move on from the mistakes you’ll be making.

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