Lithium Get Real Tour - Atlanta Oct 12, 2010
 

Lithium Get Real Tour - Atlanta Oct 12, 2010

on

  • 1,384 views

Presentation deck from Lithium Get Real Atlanta - Oct 12th 2010 featuring Katy Keim (Lithium), Sean O'Driscoll (Ant's Eye View) and Mark Hopkins (Lenovo)

Presentation deck from Lithium Get Real Atlanta - Oct 12th 2010 featuring Katy Keim (Lithium), Sean O'Driscoll (Ant's Eye View) and Mark Hopkins (Lenovo)

Statistics

Views

Total Views
1,384
Views on SlideShare
1,270
Embed Views
114

Actions

Likes
0
Downloads
17
Comments
0

3 Embeds 114

http://lithosphere.lithium.com 112
https://lithosphere.lithium.com 1
http://community.lithium.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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
  • 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.
  • Success isn’t just Fans and Follo
  • 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

Lithium Get Real Tour - Atlanta Oct 12, 2010 Lithium Get Real Tour - Atlanta Oct 12, 2010 Presentation Transcript

  • @katykeim
  • @katykeim
  • @katykeim
  • @katykeim
  • ‘All you vendors come through my door, and it sounds amazing. But it’s pretty tough to tell what’s real.’
    CMO, Fortune 500 Company
    A Confession
    @katykeim
  • It’s Hard For Us Too
    We have 80,000 fans on Facebook, 25,000 on Twitter and a blog.
    We have a strategy.
    @katykeim
  • Real or Fake?
    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.
    @katykeim
  • Real or Fake?
    I am so disappointed with <blank> I really hate this freaking phone
    @katykeim
  • Real or Fake?
    <blank> I love your Fly <blank> app
    @katykeim
  • Tapping the Conversation & Getting Results
    Real Results with Social Customers
    Katy Keim
    Chief Marketing Officer, Lithium
    @katykeim
  • 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
    Let’s Get Real
    @katykeim
  • giffgaff
    @katykeim
  • Let’s Get Real
    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
    @katykeim
  • Hewlett Packard
    $10M saved in call deflection
    Positive sentiment▲ by 300%
    Negative sentiment ▼by 50%
    300% increase in search engine placement for top keywords
    @katykeim
  • Let’s Get Real
    A global communications leader can keep track of millions of relevant conversations, viewpoints & discussions across the social web
    @katykeim
  • Motorola
    @katykeim
  • What is Success?
    Lasting Value
    Deep Engagement
    Measurable Results
    @katykeim
  • Becoming An Engaged Enterprise
    Sean O’Driscoll
    CEO, Ant’s Eye View
    sean@antseyeview.com
  • Who is Ant’s Eye View?
    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.
    19
  • My Light Bulb Moment
    20
  • Conversation = The Experience Economy
    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.
    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.
    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.
    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.
    21
  • Conversation = The Experience Economy
    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.
    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.
    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.
    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.
    Features & Price
    Employee Expectations
    Influence Model Changes
    Win on Relationships
    22
  • The Journey to an Engaged Enterprise
    Stage 4
    • Central team still exists, but more work pushed to Business Units
    • 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
    Stage 3
    Real Results
    Stage 2
    • Empowered team with a proven 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
    Operationalized
    • 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
    • Fractured tools, but proliferating
    • Barely on executive radar
    Dabbling In Silos
    Stage 1
    • Functions are silo’d and disconnected
    • Marketing only through traditional channels
    • Ambivalent to online conversations about the brand
    • Little knowledge and no competency around social
    • Traditional measures of success (SAT, Impressions, etc.)
    • Social not on executive radar
    Traditional
    23
  • The Destination: The Fully Engaged Enterprise
    Stage 5: The Fully Engaged Enterprise
    Business Outcomes
    Organizational Impact
    Customer Evidence
    • Customer engagement fully distributed across enterprise
    • Breakthrough business results: revenue and loyalty
    • Entire employee base has 360 view of the customer, can anticipate needs
    • Customer engagement in DNA
    • Dashboards tie to core business metrics
    • Ideal mix of brand advocates (breadth and depth)
    • Senior executives are leading with customer engagement
    • Speed products and services to market, with built-in demand
    • Know where, when, and how customers will buy, how to best support them, and whether or not they will advocate for you.
    • Manage risk and fiduciary responsibilities better, despite the uncertain times
    • Differentiate on relationship – not price
    • Get and retain the best talent
    • Have more efficient research, development, marketing and support operations
    • Change your customer’s lives and lifestyles
    Advocacy Scales:
    • “I trust you”
    • “I recommend you”
    • “I feel valued and heard”
    • “You anticipate my needs”
    • “You get me”
    • “You don’t make me guess”
    • “I would never buy a competitor’s products”
    • “My life/family/hobby is better because of you”
    Deep Customer Insight +
    Empowered & Engaged Employee Base
    24
  • Self Assessment - Example
    Recommended Initiatives:
    • Org Design and Implementation
    • Employee Training and Education
    • Measurement Framework
    • Participatory Marketing Strategy
    Assessment: Company is currently in Stage 2. 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 3.
    25
  • How do you become an Engaged Enterprise?
    • Define a strategy and roadmap with clear business objectives
    • Bridge Service is Marketing gap
    • Define channels for customer engagement, by task
    • Set audience expectations on when and how you will engage
    • Build a culture of operational discipline & employee empowerment
    • Focus on depth vs. breadth – fewer things done deeply
    • Focus on “engagement points” vs. “touch points”
    • Find, Thank and Engage your advocates – systematically
    26
  • Lithium 2010
    Thank you!
    Sean O’Driscoll
    www.antseyeview.com
    sean@antseyeview.com
    425-443-7064
    27
  • Social Support with Lenovo
    Mark Hopkins
    Social Media Project Manager
    Lenovo
  • The Most Recognized Brands Depend on Us
  • Social Needs to Deliver on Multiple Levels
    Consumer Insights
    Skills & Know How
    Full-service
    The Marketer
    Business Solutions
    Analytics
    Benchmarking
    The Company
    Consumer web experience
    Authentic, real-time response
    The Customer
  • How Lithium Can Help
    Communityhosted by you
    Conversationson the social web
    One set of customer insights
    @katykeim
  • Self Assessment - Example
    Recommended Initiatives:
    What key initiatives are needed to advance?
    Assessment:
    What Stage is our company in?
    34