Brand Manage Camp: Winning With Social Media

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Creating Winning Social Media Strategies Charlene Li Altimeter Group September 29, 2009 For a copy of slides, send an email to [email protected]

Transcript of Brand Manage Camp: Winning With Social Media

Creating Winning Social Media Strategies

Charlene LiAltimeter GroupSeptember 29, 2009

For a copy of slides, send an email to [email protected]

The state of conversation today

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Meet Dave Carroll

Source: davecarrollmusic.com

Welcome to the Groundswell

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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

Transactional

OccasionalImpersonalShort-term

PassionateConstantIntimate

Loyal

PassionateConstantIntimate

Loyal

Focus on relationships, not technologies

Goals define your strategy

Always start with Learn

Learn with monitoring tools

Radian6 enables learning organizations

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How Oracle encouraged feedback

Dialog with your community

The Engagement Pyramid

Commenters share an opinion

Coke has a dialog with millions

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At Southwest, a planner talks

Post received 98 comments over 10 days

Post received 98 comments over 10 days

In the future, everyone is a marketer

In the future, everyone is a marketer

Driving sales with Twitter

Help your members support each other

Comcast provides support via Twitter

Goals define your strategy

Starbucks innovates across the organization

Getting started

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

“People will abuse it.”

“Our executives/investors 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

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

mindset

#2 Measure the right things

Your goals determine your metrics

Use the same metrics as your strategic goals

Example “micro” metrics

Goal 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

The dangers of not being prepared

No contingency plan in place, and a single response in a month

Posted Sept. 4, 2009

No activity since

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

[email protected]

Twitter: @charleneli

For slides, send an email [email protected]

Copyright © 2009 Altimeter Group36