Creating Winning Social Media Strategies

Charlene LiAltimeter GroupSeptember 9, 2009

For a copy of slides, send an email to info@altimetergroup.com

What engagement often looks like today

2

Meet Dave Carroll

Source: davecarrollmusic.com

Welcome to the Groundswell

5

A power shift, catalyzed by social technologies

When people get what they need from each other

Technologies can be confusing

Source: Wordle.net

It’s about the relationship

What kind of relationship do you want?

Transactional

OccasionalImpersonalShort-term

PassionateConstantIntimate

Loyal

Focus on relationships, not technologies

Goals define your strategy

Learn

Dialog

Help

Innovate

Always start with Learn

Learn

Dialog

Help

Innovate

Learn with monitoring tools

Radian6 enables learning organizations

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How Oracle encouraged feedback

Dialog with your community

Learn

Dialog

Help

Innovate

Curators

Producers

Commenters

Sharers

Watchers

The Engagement Pyramid

HP actively encourages sharing

At Southwest, a planner talks

Post received 98 comments over 10 days

In the future, everyone is a marketer

Driving sales with Twitter

Help your members support each other

Learn

Dialog

Help

Innovate

Comcast provides support via Twitter

Goals define your strategy

Learn

Dialog

Help

Innovate

Starbucks innovates across the organization

Getting started

“We don’t have the time, money, or people.”

“People will abuse it.”

“Our boards/volunteers are short-term focused.”

“IT/Legal won’t let us.”

“I’m afraid of losing control.”

What’s stopping you?

Audience

#1 Start small, start now

Goal

Revolutionary

Deal with different mindsets

FearfulSkeptic

Cautious Tester

Realist Optimist

Transparent Evangelist

Find the “moments of truth” and “moments of crisis” for each

mindset

Wal-mart failed many, many times before they figured it out

#2 Measure the right things

Your goals determine your metrics

Use the same metrics as your strategic goals

Example “micro” metricsGoal Metric Value

Learn # of customer feedback

Impact of faster, better insights

Dialog # of comments# of referrals

Greater loyaltyFaster, more closes

Help # of issues addressed

Increased satisfaction

Innovate # of implemented ideas

Faster development

Higher order metrics to consider

How likely are you to recommend this to someone you know?

Net Promoter Score

Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)

Lifetime Value

#3 Give up the need to be in control

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

Deciding how open to be

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Your goals

Your audiences’ needs

The competiti

on

The Sandbox Covenant

How to give up control and be in command

The Red Cross handbook/policies help keep order

http://sites.google.com/site/wharman/social-media-strategy-handbook

Summary•Focus on the relationships,

not the technologies

•Start by learning from the conversations

•Prepare to let go …

… of the control you never had

Thank You

Charlene LiAltimeter Group

charlene@altimetergroup.comblog.altimetergroup.com

Twitter: @charleneli

For slides, send an email toinfo@altimetergroup.com

Copyright © 2009 Altimeter Group35