0
@katykeim<br />
@katykeim<br />
@katykeim<br />
@katykeim<br />
‘All you vendors come through my door, and it sounds amazing. But it’s pretty tough to tell what’s real.’<br />CMO, Fortun...
It’s Hard For Us Too<br />We have 80,000 fans on Facebook, 25,000 on Twitter and a blog. <br />We have a strategy.<br />@k...
Real or Fake?<br />hi, I’m really disappointed about this <blank> laptop, I used it to play games, works very slow, someti...
Real or Fake?<br />Said it before, saying it again <blank> ur online system SUCKS. US Bank urs is pretty fine<br />@katyke...
Real or Fake?<br />Yet another thing I LOVE about <blank>... they always offer me my 4pm checkout at the time I arrive<br ...
Tapping the Conversation & Getting Results<br />Real Results with Social Customers<br />Katy Keim<br />Chief Marketing Off...
A mobile / cellular provider builds a completely new business with just over a dozen people, embracing its passionate user...
giffgaff<br />@katykeim<br />
Let’s Get Real<br />A Fortune 100 can transform its business to engage customers in all social channels, saving the compan...
Hewlett Packard<br />$10M saved in call deflection<br />Positive sentiment▲ by 300%<br />Negative sentiment ▼by 50%<br />3...
What is Success?<br />Lasting Value<br />Deep Engagement<br />Measurable Results<br />@katykeim<br />
Getting to the Engaged Enterprise<br />Sean O’Driscoll<br />CEO, Ant’s Eye ViewSean@antseyeview.com<br />@seanodmvp<br />
Who is Ant’s Eye View?<br />Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professi...
My Light Bulb Moment<br />@seanodmvp<br />
Conversation = The Experience Economy<br />The economy has slowed in major markets, making organic growth harder to achiev...
Conversation = The Experience Economy<br />The economy has slowed in major markets, making organic growth harder to achiev...
The Journey to an Engaged Enterprise<br />Integrated<br />Operationalized<br />Experimentation<br />Unaware<br /><ul><li>C...
Channels yielding impactful results
Listening yields action (internal and external)
Employees engaged, confident and competent
Rigor in dashboards is moving executive numbers
Systems and tools are optimized
Execs are bought in and support implementations</li></ul>Stage 4<br /><ul><li>Centralized team with an empowered leader
Focusing the channels, clear purpose and strategy.
Listening yields implications, but crisis causes confusion
Focused effort on training and education
Baseline framework for metrics
Tools consolidation
Initial executive engagement</li></ul>Stage 3<br /><ul><li>Mavericks break through, but still no formal teams in place
Lots of dabbling in social channels
Monitoring conversations in silos
Uneven distribution of competency in social
Silo’d metrics measuring silo’d activities
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Get Real with Lithium - San Francisco Sept 14 2010

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Get Real Presentation featuring: Katy Keim, CMO, Lithium - Sean O'Driscoll, CEO, Ant's Eye View - Barry Paperno, Consumer Affairs Manager, FICO.
For more information, please visit http://lithosphere.lithium.com

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  • Let me tell you a bit about the inspiration for the tour.I was interviewing 20 CMOs and VPs of marketing for some of our own work. Here’s what one of them said to me. There is a very popular website which is called what the bleep is my social media strategy.
  • A mobile network run almost completely by the community! 13 staff members totalSupport, help, advice from other members – and only talk to call center agents if still unresolvedMarketing mostly driven by community also, with youtube videos, spreading word using the community to twitter, facebook. Members get points for doing those actionsLaunched two iphone apps and nokia app to manage their accounts, rewards, and to access the community… created by members!As a result they can charge the lowest rate of any provider, and still be profitable.
  • Cmo’s biggest problem – searchWon two awards, lois is a hero at hp, known by her first nameDefacto provider of social technologies to HP, over 10 deployments, and another 20+ in queueThere is a person with a title of Lithium, procurement
  • Success isn’t just Fans and Follo
  • Credit Repair Organizations Actcredit score information =&gt; credit advice =&gt; credit repair10% of customer service calls = credit “advice/repair”Advertising budget = $0
  • CROA – class action w/Equifax 2006credit score information =&gt; credit advice =&gt; credit repair10% of customer service calls = credit “advice/repair”
  • Also…Corp marketingPR
  • Conversions 2% = not setup for conversions, i.e. no marketing copy, calls to action, links to product pages in posts, etc.17% of site visits start at a community pageAll time average speed of answer = &lt;7 minuteshighest number of page views (by a factor of &gt;2) than any other page on the siteROI – 3.8xDuring the first two years…the average myFICO customer increased spending by 66% after registering for the communitycommunity URLs accounted for 39% of all myFICO.com traffic from search enginesMonthly/total to date metrics4-5K new registrations/month (365K total)10-15K message posts/month (700K total)100-125K searches/month (7MM total)
  • And that maps to what we deliver on from a value proposition.LITHIUM DELIVERS SUCCESS AT 3 LEVELSWE WON”T LET THEM FAIL - our gaming dynamics will make sure the community is vibrantWE’LL PROVE THE VALUE – we’ll give them the analytics, benchmarking and real business solutions to show this to the organizationWE’LL SHOW THEM HOW – this is a nascent market; buyers still need full service solution, skills and know how to succeed.
  • Find key conversationsLocation passionate usersBuild a platform to engageCreate insights to take actionNurture and reward customers
  • Transcript of "Get Real with Lithium - San Francisco Sept 14 2010"

    1. 1.
    2. 2. @katykeim<br />
    3. 3. @katykeim<br />
    4. 4. @katykeim<br />
    5. 5. @katykeim<br />
    6. 6. ‘All you vendors come through my door, and it sounds amazing. But it’s pretty tough to tell what’s real.’<br />CMO, Fortune 500 Company<br /> A Confession<br />@katykeim<br />
    7. 7. It’s Hard For Us Too<br />We have 80,000 fans on Facebook, 25,000 on Twitter and a blog. <br />We have a strategy.<br />@katykeim<br />
    8. 8. Real or Fake?<br />hi, I’m really disappointed about this <blank> laptop, I used it to play games, works very slow, sometimes shuts down, so never want to get <blank> again. <br />@katykeim<br />
    9. 9. Real or Fake?<br />Said it before, saying it again <blank> ur online system SUCKS. US Bank urs is pretty fine<br />@katykeim<br />
    10. 10. Real or Fake?<br />Yet another thing I LOVE about <blank>... they always offer me my 4pm checkout at the time I arrive<br />@katykeim<br />
    11. 11. Tapping the Conversation & Getting Results<br />Real Results with Social Customers<br />Katy Keim<br />Chief Marketing Officer, Lithium<br />@katykeim<br />
    12. 12. A mobile / cellular provider builds a completely new business with just over a dozen people, embracing its passionate user community and passing the savings back to the subscribers<br />Let’s Get Real<br />@katykeim<br />
    13. 13. giffgaff<br />@katykeim<br />
    14. 14. Let’s Get Real<br />A Fortune 100 can transform its business to engage customers in all social channels, saving the company millions and blow customer loyalty through the roof<br />@katykeim<br />
    15. 15. Hewlett Packard<br />$10M saved in call deflection<br />Positive sentiment▲ by 300%<br />Negative sentiment ▼by 50%<br />300% increase in search engine placement for top keywords<br />@katykeim<br />
    16. 16. What is Success?<br />Lasting Value<br />Deep Engagement<br />Measurable Results<br />@katykeim<br />
    17. 17. Getting to the Engaged Enterprise<br />Sean O’Driscoll<br />CEO, Ant’s Eye ViewSean@antseyeview.com<br />@seanodmvp<br />
    18. 18. Who is Ant’s Eye View?<br />Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations.<br />@seanodmvp<br />17<br />
    19. 19. My Light Bulb Moment<br />@seanodmvp<br />
    20. 20. Conversation = The Experience Economy<br />The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower.<br />To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time.<br />Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources.<br />To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise.<br />@seanodmvp<br />
    21. 21. Conversation = The Experience Economy<br />The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower.<br />To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time.<br />Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources.<br />To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise.<br />Features & Price<br />Employee Expectations<br />Influence Model Changes<br />Win on Relationships<br />@seanodmvp<br />
    22. 22. The Journey to an Engaged Enterprise<br />Integrated<br />Operationalized<br />Experimentation<br />Unaware<br /><ul><li>Central team still exists, but more work pushed to Business Units
    23. 23. Channels yielding impactful results
    24. 24. Listening yields action (internal and external)
    25. 25. Employees engaged, confident and competent
    26. 26. Rigor in dashboards is moving executive numbers
    27. 27. Systems and tools are optimized
    28. 28. Execs are bought in and support implementations</li></ul>Stage 4<br /><ul><li>Centralized team with an empowered leader
    29. 29. Focusing the channels, clear purpose and strategy.
    30. 30. Listening yields implications, but crisis causes confusion
    31. 31. Focused effort on training and education
    32. 32. Baseline framework for metrics
    33. 33. Tools consolidation
    34. 34. Initial executive engagement</li></ul>Stage 3<br /><ul><li>Mavericks break through, but still no formal teams in place
    35. 35. Lots of dabbling in social channels
    36. 36. Monitoring conversations in silos
    37. 37. Uneven distribution of competency in social
    38. 38. Silo’d metrics measuring silo’d activities
    39. 39. Fractured tools, but proliferating
    40. 40. Barely on executive radar</li></ul>Stage 2<br />Stage 1<br /><ul><li>Functions are silo’d and disconnected
    41. 41. Marketing only through traditional channels
    42. 42. Ambivalent to online conversations about the brand
    43. 43. Little knowledge and no competency around social
    44. 44. Traditional measures of success (SAT, Impressions, etc.)
    45. 45. Social not on executive radar</li></ul>@seanodmvp<br />
    46. 46. The Destination: The Fully Engaged Enterprise<br />Stage 5: The Fully Engaged Enterprise<br />Business Outcomes<br />Organizational Impact<br />Customer Evidence<br /><ul><li>Customer engagement fully distributed across enterprise
    47. 47. Breakthrough business results: revenue and loyalty
    48. 48. Entire employee base has 360 view of the customer, can anticipate needs
    49. 49. Customer engagement in DNA
    50. 50. Dashboards tie to core business metrics
    51. 51. Ideal mix of brand advocates (breadth and depth)
    52. 52. Senior executives are leading with customer engagement
    53. 53. Speed products and services to market, with built-in demand
    54. 54. Know where, when, and how customers will buy, how to best support them, and whether or not they will advocate for you.
    55. 55. Manage risk and fiduciary responsibilities better, despite the uncertain times
    56. 56. Differentiate on relationship – not price
    57. 57. Get and retain the best talent
    58. 58. Have more efficient research, development, marketing and support operations
    59. 59. Change your customer’s lives and lifestyles</li></ul>Advocacy Scales:<br /><ul><li>“I trust you”
    60. 60. “I recommend you”
    61. 61. “I feel valued and heard”
    62. 62. “You anticipate my needs”
    63. 63. “You get me”
    64. 64. “You don’t make me guess”
    65. 65. “I would never buy a competitor’s products”
    66. 66. “My life/family/hobby is better because of you”</li></ul>Deep Customer Insight + Empowered & Engaged Employee Base<br />@seanodmvp<br />22<br />
    67. 67. Self Assessment - Example<br />Recommended Initiatives:<br /><ul><li>Org Design and Implementation
    68. 68. Employee Training and Education
    69. 69. Measurement Framework
    70. 70. Participatory Marketing Strategy</li></ul>Assessment: < > is currently in Stage 1. Some executive support and internal excitement, but engagement activities are fractured. No centralized team, strategy and measurement makes it tough to completely align and move forward to Stage 2.<br />23<br />@seanodmvp<br />
    71. 71. How do you become an Engaged Enterprise?<br /><ul><li>Define a strategy and roadmap with clear business objectives
    72. 72. Bridge Service is Marketing gap
    73. 73. Define channels for customer engagement, by task
    74. 74. Set audience expectations on when and how you will engage
    75. 75. Build a culture of operational discipline & employee empowerment
    76. 76. Focus on depth vs. breadth – fewer things done deeply
    77. 77. Focus on “engagement points” vs. “touch points”
    78. 78. Find, Thank and Engage your advocates – systematically</li></ul>@seanodmvp<br />
    79. 79. Lithium 2010<br />Thank you!<br />Sean O’Driscoll<br />www.antseyeview.com<br />sean@antseyeview.com<br />425-443-7064<br />@seanodmvp<br />
    80. 80. Our Path to Social Success<br />Real Results with Superusers<br />Barry Paperno<br />Consumer Affairs ManagerFICO<br />
    81. 81. Our Path to Social Success<br />Building the social strategy<br />Overcoming obstacles<br />Real results<br />
    82. 82. Why an Online Community?<br />Specific business goals<br />Regulatory compliance <br />* FICO score explanations<br />* Prohibits credit advice for sales<br />Call deflection<br />Drive usage with UGC<br />
    83. 83. How Community Helps<br /><br />Regulatory compliance <br />* Via peer to peer info & sharing personal experiences<br /><br />Call deflection<br />* Via user generated content & loyal customer participation<br /><br />Drive usage with UGC<br />* Engage superusers as community leaders & volunteer moderators<br />
    84. 84. Navigating the Way<br />Internal concerns against Community<br />* Public disclosure of proprietary information<br />* Credit repair discussions promoting illegal activity<br />* Publication of inaccuracies<br />* Negative comments toward FICO & top clients<br />
    85. 85. Overcoming Objections<br /><br />Develop strong guidelines & tone<br />* Legal - strict credit repair forum requirements<br />* Score development - apply same proprietary boundaries as customer service agent training<br />* Product management – high visibility of product issues helps resource justification<br />
    86. 86. The Results Show<br /><br />Members spend 41% more<br /><br />Community Conversion = 8% of sales<br /><br />Call Deflection = 8%<br /><br />Community URLS = 39% of inbound traffic<br /><br />ROI = 380%<br />
    87. 87.
    88. 88. The Most Recognized Brands Depend on Us<br />
    89. 89. Social Needs to Deliver on Multiple Levels<br />Consumer Insights<br />Skills & Know How<br />Full-service<br />The Marketer<br />Business Solutions<br />Analytics <br />Benchmarking<br />The Company<br />Consumer web experience<br />Authentic, real-time response<br />The Customer<br />
    90. 90. How Lithium Can Help<br />Communityhosted by you<br />Conversationson the social web<br />One set of customer insights <br />@katykeim<br />
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