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  • 1. Building a Brand Nation October 6, 2011 Katy Keim Chief Marketing Officer, Lithium @katykeimDallas We’re Tweeting! Join the conversation at #L2LTour
  • 2. breakfastnetworkinginformation 2
  • 3. contextpossibilitiesnext steps 3
  • 4. why likes to loves? @katykeim #L2LTour 4
  • 5. transformation @katykeim #L2LTour 5
  • 6. to @katykeim #L2LTour 6
  • 7. reinventing thetelecom company @katykeim #L2LTour 7
  • 8. the change in the customerfan “I acknowledge you”engaged “I want something from you”advocate “I act for me and for you”superfan “I belong because of you” @katykeim #L2LTour
  • 9. @katykeim #L2LTour 9
  • 10. @katykeim #L2LTour 12
  • 11. the change in the business Passionate, engaged social customers Your Brand who love you, Nation not like you @katykeim #L2LTour 13
  • 12. we build brand nationsvibrant online communities full of passionate, engaged social customers @katykeim #L2LTour 14
  • 13. @katykeim #L2LTour 15
  • 14. real thinkersreal customersreal possibilitiesreal results 16
  • 15. Peter Kim Archana Shrotriya Christopher BaccusChief Strategy Officer Web Support Manager Executive Director, Digital & Social Media @katykeim #L2LTour 17
  • 16. Building a Brand Nation October 6, 2011 Peter Kim Chief Strategy Officer, Dachis Group @peterkimDallas We’re Tweeting! Join the conversation at #L2LTour
  • 17. From Likes To Loves - In Social BusinessPeter KimChief Strategy Officer6 October 2011
  • 18. About Dachis Group.® 2011 Dachis Group. Confidential and Proprietary
  • 19. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour We are 200+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney® 2011 Dachis Group. Confidential and Proprietary
  • 20. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour We’ve worked with... Fortune 100® 2011 Dachis Group. Confidential and Proprietary
  • 21. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour We have delivered 500+ Social Media Solutions® 2011 Dachis Group. Confidential and Proprietary
  • 22. Let’s begin with the end in mind® 2011 Dachis Group. Confidential and Proprietary
  • 23. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour The goal: create business value® 2011 Dachis Group. Confidential and Proprietary
  • 24. ® 2011 Dachis Group. Confidential and Proprietary
  • 25. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  • 26. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour From institutions to individuals® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  • 27. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour If you had to describe your relationship with work...1 Me Work 2 Me Work 3 Me Work 4 Me Work 5 Me W ork 6 Me Wo rk 7 Me Work® 2011 Dachis Group. Confidential and Proprietary
  • 28. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Self vs. Work• We all have different levels of thinking about ourselves. • Do you your employees consider themselves independent agents or team members?® 2011 Dachis Group. Confidential and Proprietary
  • 29. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour A better culture drives financial performanceSource: Great Place To Work Institute® 2011 Dachis Group. Confidential and Proprietary
  • 30. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Create: start with culture® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  • 31. ® 2011 Dachis Group. Confidential and Proprietary
  • 32. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Facebook® 2011 Dachis Group. Confidential and Proprietary
  • 33. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Twitter® 2011 Dachis Group. Confidential and Proprietary
  • 34. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour YouTube® 2011 Dachis Group. Confidential and Proprietary
  • 35. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Then: Second Life® 2011 Dachis Group. Confidential and Proprietary
  • 36. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Now: “game-ification” e.g. FarmVille, GagaVille® 2011 Dachis Group. Confidential and Proprietary
  • 37. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Then: widgets® 2011 Dachis Group. Confidential and Proprietary
  • 38. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Now: apps® 2011 Dachis Group. Confidential and Proprietary
  • 39. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Then: photosharing® 2011 Dachis Group. Confidential and Proprietary
  • 40. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Now: instant awareness® 2011 Dachis Group. Confidential and Proprietary
  • 41. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Communicate in new, compelling ways® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  • 42. ® 2011 Dachis Group. Confidential and Proprietary
  • 43. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Fun stuff® 2011 Dachis Group. Confidential and Proprietary KLM #Fly2Miami, March 2011. Source: KLM
  • 44. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Rewarding stuff® 2011 Dachis Group. Confidential and Proprietary Sources: youtube.com, lancome-usa.com
  • 45. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Emotional stuff® 2011 Dachis Group. Confidential and Proprietary Sources: deannaroy.com, Austin-American Statesman, Hyatt Regency Lost Pines Facebook page
  • 46. ® 2011 Dachis Group. Confidential and Proprietary
  • 47. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 48. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour ‣ 22 million fans ‣ 150 million monthly post views ‣ 10 million fans interacting monthly ‣ 90 countries ‣ Translated into every major language® 2011 Dachis Group. Confidential and Proprietary
  • 49. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 50. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 51. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 52. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 53. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 54. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 55. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 56. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 57. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 58. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 59. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour® 2011 Dachis Group. Confidential and Proprietary
  • 60. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour Use the right tools for the right jobs® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  • 61. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour The goal: create business value® 2011 Dachis Group. Confidential and Proprietary
  • 62. Thank you+ 1 512-275-7825peter.kim@dachisgroup.com
  • 63. Nerd Network &Embracing our customers for Software Development
  • 64. Archana ShrotriyaWeb Support ManagerLithium Likes to Love Tour October 6th, 2011
  • 65. • Long-Term Growth and Profitability $1000• $873M Revenue in 2010; $253M in Q2• 6,100+ Employees Worldwide Net Revenue in Millions• Operations in 40+ countries• Cash and short-term investments of $320M $500• “100 Best Companies to Work For” 1977 2010$0
  • 66. What We DoWe equip engineers and scientists with tools that accelerateproductivity, innovation and discovery. Low-Cost Modular Measurement and Highly Integrated Control Hardware Productive Software Development Tools Systems Platforms
  • 67. From Kindergarten to Rocket Science
  • 68. NI Forums
  • 69. User Engagement
  • 70. Rewards and Reputation Enthusiasts, Proven Zealots 5 Knights of NI! Favorite hat to wear at NIWeekPrincess Shrubbery from NI Sword Teddy Bear (Avatar)
  • 71. NI Community Facts• NI first launched support forums around 1999• Lithium Discussion Forums were implemented in 2004• More than 250,000 registered users• The more active a customer is with NI Community the more satisfied and loyal they are to NI.• LabVIEW Idea Exchange launched in July 2009• Mobile Optimized Forums launched in July 2011
  • 72. More active equals more satisfied and loyal Satisfaction and Loyalty Metrics by NI Community Usage Daily / Weekly Monthly Few Times a Year NeverExtremelySatisfied/ LikelyNot at allSatisfied / Your OVERALL satisfaction Recommend National Purchase the same product(s) Purchase new product(s) orLikely with National Instruments Instruments to a colleague or service(s) again from service(s) from National National Instruments InstrumentsSource: US/CA Q2 2011 Customer Loyalty SurveyQ. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select)Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process, products, andsupport/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following?
  • 73. ni.com/ideas
  • 74. Co-InnovationIdea Facts: 2,400 ideas submitted (initial goal 500) more than 47,800 votes 9,470 comments on ideas
  • 75. ni.com/ideas Idea Exchange FeaturesDistribute Tools Now Work on Boolean Function Accepts Connector Pane AlwaysWires Error Cluster & Error Constant Visible on Front Panel In Functions Palette Plot Visible Checkbox on Indication that Constant is Ignore All Missing SubVI Legend Linked to a Type Def & Create Button Type Def from Block Diagram Accelerate your productivity
  • 76. R&D Welcomes Customer
  • 77. 2 Forrester Groundswell Awards (B2B) 2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers 2010 Embracing Category Winner: Embracing our Customers for Software Development
  • 78. Questions, Ideas, Comments?
  • 79. Activating the AdvocateChristopher BaccusAT&TExecutive Director of Digital & Social Media
  • 80. 83
  • 81. Advocatenoun1. a person who speaks or writes in support or defense of a person, cause, etc2. a person who pleads for or in behalf of another
  • 82. 86
  • 83. 87
  • 84. Your advocates don’t careabout the platform. They careabout the experience, theirreputation, and lastly if thebrand positively recognizes it. 89
  • 85. 90
  • 86. Sometimes advocacy is about sharing the community contract with those new to the groupOther times it’s abouthelping to solve asimple problem. 91
  • 87. Advocates want to be seen as valuable “Fans” are seeking ways to extend their importance and recognition when they engage with us. A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 201192 A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
  • 88. Advocates Want Acknowledgement from Brands93 A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
  • 89. 1,473% Increasein Self-Identified“Defenders of the Brand”94
  • 90. Use your sponsorships to enable exclusive access and content for customers95
  • 91. 96
  • 92. Thank You Christopher Baccus, christopher.n.baccus@att.com. @cbaccus Follow us on Facebook.com/ATT and @ATT on Twitter98 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  • 93. the must haves in a brand nation▪ engaging▪ scalable▪ everywhere▪ measurable @katykeim #L2LTour 99
  • 94. engaging through interaction styles forums ideas reviews contests q&a videos @katykeim #L2LTour 10
  • 95. engaging through reputation & recognition @katykeim #L2LTour 101
  • 96. scalable through peer to peer @katykeim #L2LTour 102
  • 97. scalable through superfans’ influence Aandms KachiWachi RealGeorgeW Distinguished Trusted Contributor Counsellor Logitech LegendMember: 3/2010 Member: 2/2009 Member: 5/2006 2161 Kudos 322 Kudos 748 Kudos 9,369 Posts 4,527 Posts 45,136 Posts 378 Total Tags @katykeim #L2LTour 40 Total Tags 103
  • 98. scalable through superfans’ influence @katykeim #L2LTour 104
  • 99. scalable through superfans’ influence @katykeim #L2LTour 10
  • 100. everywhere. where your customers are. owned community sites Facebook mobile & Twitter enhancing the in-Store experience @katykeim #L2LTour 10
  • 101. everywhere. definitely on facebook @katykeim #L2LTour 10
  • 102. measurable insights, engagement and response @katykeim #L2LTour 108
  • 103. Sometimes, love isnot enough. 10
  • 104. Sometimes, love isnot enough. 11
  • 105. brand nations grow brand loyalty @katykeim #L2LTour 11
  • 106. brand nations drive sales @katykeim #L2LTour
  • 107. brand nations reduce costs @katykeim #L2LTour
  • 108. brand nations accelerate ideas @katykeim #L2LTour
  • 109. next steps1 today 2 this month 3 before Dec 1 3 months free 3 months free let’s discuss your let’s discuss your meet customers meet customers with a one year with a one year needs and brand needs and brand and view demos and view demos subscription to subscription to report report LevelUp or SMM LevelUp or SMM @katykeim #L2LTour 11