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Stitching Marketing Congress: Thriving in Turbulent Times

Stitching Marketing Conference 2009 presentation on December 5, 2009 in Ghent, Belgium, "Thriving In Turbulent Times With The Help Of Your Friends"

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Stitching Marketing Congress: Thriving in Turbulent Times

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  1. Thriving In Turbulent Times With The Help Of Your Friends Charlene Li Altimeter Group 5 December 2009 Twitter: #SMC2009 For a copy of slides, send an email to slides@altimetergroup.com

  2. Meet Dave Carroll Source: davecarrollmusic.com

  3. Success in the groundswell requires Open Leadership Have the confidence to let go and still inspire results When people get what they need from each other 4

  4. It’s about relationships

  5. A culture of sharing 6

  6. Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals. Photo: Kantor, http://www.flickr.com/photos/kantor

  7. Goals define your strategy Dialog Learn Support Innovate

  8. Always start with Learn Dialog Learn Support Innovate

  9. Learn with monitoring tools

  10. Asos encourages “tweet-back” 11

  11. Dialog with your community Dialog Learn Support Innovate

  12. The Engagement Pyramid Curators Producers Commenters Sharers Watchers

  13. Vodafone UK engages on Facebook 14

  14. Baby-Olifant.be created a relationship 15

  15. Engagement scores of 100 brands +18% revenue +15% gross margin growth +5% revenue +3% gross margin growth +10% revenue +1% gross margin growth -6% revenue -11% gross margin growth 16 Source: EngagementDB.com

  16. Help your members support each other Dialog Learn Support Innovate

  17. Premier Farnell supports engineers and employees with “OurTube” 18

  18. Providing support via Twitter 19

  19. Reviews from friends support sales Note: This is a mock-up, not an actual product Source: Razorfish

  20. Goals define your strategy Dialog Learn Support Innovate

  21. Starbucks encourages ideas 22

  22. Crowdsourcing new Walkers flavour 23

  23. Getting started

  24. #1 Start small, start now Understand audience “Socialgraphics” Set a clear goal

  25. #2 Understand the benefits of openness “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express 26

  26. Fans have value only if you do something with them. Buy more Coke Tell others how much they love Coke 4 million fans 27

  27. Use metrics to manage openness 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)

  28. Making decisions with metrics Find more fans with large networks Refers Large network Doesn’t refer Fans Refers Small network Doesn’t refer Encourage fans to make more referrals 29

  29. #3 Build trust and manage risk The Sandbox Covenant

  30. #4 Plan to fail well Identify the top 5-10 worst case scenarios. Encourage risk taking and forgive failures. 31

  31. New rules of open leadership Respect that your customers and employees have power Embody sharing to build trust Nurture curiosity and humility Hold openness accountable Forgive failure 32

  32. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to slides@altimetergroup.com 33 Copyright © 2009 Altimeter Group

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