Building a Brand Nation                September 14, 2011                Katy Keim                Chief Marketing Officer,...
breakfastnetworkinginformation              2
contextpossibilitiesnext steps                3
why likes to loves?       @katykeim #L2LTour   4
transformation           @katykeim #L2LTour   5
to     @katykeim #L2LTour   6
reinventing thetelecom company                  @katykeim #L2LTour   7
the change in the customerfan               “I acknowledge you”engaged           “I want something from you”advocate      ...
@katykeim #L2LTour   9
@katykeim #L2LTour   10
from   advertisements             to                          peer trust          of consumers trust                      ...
@katykeim #L2LTour   12
the change in the business  Passionate,  engaged social  customers             Your Brand  who love you,           Nation ...
we build brand nationsvibrant online communities full of passionate, engaged social customers                             ...
@katykeim #L2LTour   15
real thinkersreal customersreal possibilitiesreal results                     16
Michael Brito          Rebecca CarrollSVP, Social Business   Community ManagerPlanning                                    ...
The Growing Influence of the                Social Customer                Sep 14, 2011                Michael Brito, SVP ...
Customer expectations on the rise Cone 2009 Study                                               Cone 2010 Study 59% use So...
A day in the life of the social customer▪   The customer journey is    dynamic; and always changes▪   Brands need to have ...
The social customer & brand experience                                                    The Informed                    ...
The new purchase funnel cycle▪   The goal of every brand should be to    transform the social customer into an    advocate...
Customers seek help when making purchase decisions     Consumers turn to product/service information and customer reviews,...
The social customer influences others               Negative information is just as powerful as positive                 i...
Next Steps          1                        2                     3                             Prepare to scale Conversa...
Thank you! Michael Brito Social Business Planning Edelman Digital Michael.Brito@edelman.com http://www.britopian.com http:...
Becky CarrollCommunity Program Manager, VerizonAuthor, The Hidden Power of Your Customers: Four Keys to Growing YourBusine...
Verizon OverviewVerizon: IdeaExchange                         Verizon is a global leader in broadband, wireline, and Veri...
Verizon: IdeaExchange                        Social Media is not                        a campaign.                       ...
Expanding from Support                        to EngagementVerizon: IdeaExchange Verizon Community     IdeaExchange       ...
Open Innovation:                        Anyone, anywhereVerizon: IdeaExchange     IdeaExchange                        http...
ObjectivesVerizon: IdeaExchange                         Identify new product and                        service enhanceme...
Example:                        FiOS TVVerizon: IdeaExchange                         FiOS TV is Verizon Residential’s fla...
Collecting Customer InputVerizon: IdeaExchange                        Collaboration via social media tools                ...
FiOS TV IMG 1.9:                        A Huge Success With CustomersVerizon: IdeaExchange                                ...
Verizon Ideation Process                        Leverages Social MediaVerizon: IdeaExchange                         We li...
Measuring SuccessVerizon: IdeaExchange                         Number of ideas submitted: 1700                         N...
Our Brand NationVerizon: Success Measures  Verizon: IdeaExchange                                    Support               ...
CommunityVerizon: IdeaExchange     IdeaExchange  Call to Action:                   Start by Listening
Next Step:                        Go DeeperVerizon: IdeaExchange Verizon: Community     IdeaExchange                      ...
the must haves in a brand nation▪ engaging▪ scalable▪ everywhere▪ measurable                              @katykeim #L2LTo...
engaging through interaction styles     forums        ideas        reviews     contests      q&a          videos          ...
engaging through reputation & recognition                               @katykeim #L2LTour   43
scalable through peer to peer                                @katykeim #L2LTour   44
scalable through superfans’ influence  Aandms          KachiWachi            RealGeorgeW                   Distinguished  ...
scalable through superfans’ influence                              @katykeim #L2LTour   46
scalable through superfans’ influence                              @katykeim #L2LTour   47
everywhere. where your customers are.    owned community sites   Facebook                   & Twitter                     ...
everywhere. definitely on facebook                               @katykeim #L2LTour   49
measurable insights, engagement and response                                 @katykeim #L2LTour   50
Sometimes, love isnot enough.                     51
Sometimes, love isnot enough.                     52
brand nations grow brand loyalty                              @katykeim #L2LTour   53
brand nations drive sales                            @katykeim #L2LTour
brand nations reduce costs                             @katykeim #L2LTour
brand nations accelerate ideas                                 @katykeim #L2LTour
next steps1       today        2   this month       3 before Dec 1                                            3 months fre...
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Lithium Likes to Loves Tour Orange County

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The Lithium Likes to Loves Tour Orange County - Edelman and Verizon

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  • We’re here to tell you that it’s okay
  • You want context  so we’ll provide educationYou want possibilities  so we’ll show you clients with imagination & moxieYou want a roadmap  so we’ll help you to see what’s next
  • In a brand nation, your customers are part of what you do – deeply involved.
  • And it’schanged a lot.Silicon Valley
  • This presentation will showcase a variety of sections and pages on both Verizon.com and My Verizon that demonstrate the breath and depth of our ongoing transformation... we’ve launched innovative service features, re-designed sections for a better user experience and added brand new content for more robust, rich, value-added customer experiences.
  • # total interactions on our platform.
  • What and How
  • Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
  • Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
  • Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
  • Lithium Likes to Loves Tour Orange County

    1. 1. Building a Brand Nation September 14, 2011 Katy Keim Chief Marketing Officer, Lithium @katykeimOrange County We’re Tweeting! Join the conversation at #L2LTour
    2. 2. breakfastnetworkinginformation 2
    3. 3. contextpossibilitiesnext steps 3
    4. 4. why likes to loves? @katykeim #L2LTour 4
    5. 5. transformation @katykeim #L2LTour 5
    6. 6. to @katykeim #L2LTour 6
    7. 7. reinventing thetelecom company @katykeim #L2LTour 7
    8. 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. 9. @katykeim #L2LTour 9
    10. 10. @katykeim #L2LTour 10
    11. 11. from advertisements to peer trust of consumers trust of consumers trust 14% advertisements 90% peer recommendations source: july 2009 nielsen global online consumer survey @katykeim #L2LTour 11
    12. 12. @katykeim #L2LTour 12
    13. 13. the change in the business Passionate, engaged social customers Your Brand who love you, Nation not like you @katykeim #L2LTour 13
    14. 14. we build brand nationsvibrant online communities full of passionate, engaged social customers @katykeim #L2LTour 14
    15. 15. @katykeim #L2LTour 15
    16. 16. real thinkersreal customersreal possibilitiesreal results 16
    17. 17. Michael Brito Rebecca CarrollSVP, Social Business Community ManagerPlanning @katykeim #L2LTour 17
    18. 18. The Growing Influence of the Social Customer Sep 14, 2011 Michael Brito, SVP Social Business Edelman Digital @BritopianOrange County We’re Tweeting! Join the conversation at #L2LTour
    19. 19. Customer expectations on the rise Cone 2009 Study Cone 2010 Study 59% use Social Media to interact with brands 78% of use Social Media to interact with brands 93% believe a company should have a presence in social 37% of users engaging companies or brands via new media at media least once per week 43% of consumers say that companies should use social New media expect companies or brands should not only have networks to solve the consumers problems a presence in new media (95%) but also interact with their consumers (89%). 41% believe that companies should use social media tools to solicit feedback on products and services @katykeim #L2LTour 19
    20. 20. A day in the life of the social customer▪ The customer journey is dynamic; and always changes▪ Brands need to have multiple customer touch points to break through the clutter▪ Customers need to hear things 3 – 5 times before the actually believe @katykeim #L2LTour 20
    21. 21. The social customer & brand experience The Informed (e.g. research products online) Brand Discovery: The Participant (e.g. participate in a brand Google Search, Word of Mouth experience) The Opinion Sharer Brand Participation: (e.g. post review) Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to Brand Advocacy: purchase) Creating content, sharing, defending @katykeim #L2LTour 21
    22. 22. The new purchase funnel cycle▪ The goal of every brand should be to transform the social customer into an advocate▪ Advocates talk about the brand, even when the brand isn’t listening▪ Advocates are trusted among their peers and within their micro communities▪ Advocates are aiding and influencing others down the purchase funnel @katykeim #L2LTour 22
    23. 23. Customers seek help when making purchase decisions Consumers turn to product/service information and customer reviews, but blogs are gaining traction. Before deciding whether to purchase, consumers go online to: @katykeim #L2LTour 23
    24. 24. The social customer influences others Negative information is just as powerful as positive in influencing consumers’ purchase decisions @katykeim #L2LTour 24
    25. 25. Next Steps 1 2 3 Prepare to scale Conversational audit & internally i.e. hiring Establish a determine if you can community managers, measurement add value to the escalation/moderation framework conversation and social media policies @katykeim #L2LTour 25
    26. 26. Thank you! Michael Brito Social Business Planning Edelman Digital Michael.Brito@edelman.com http://www.britopian.com http://twitter.com/Britopian @katykeim #L2LTour 26
    27. 27. Becky CarrollCommunity Program Manager, VerizonAuthor, The Hidden Power of Your Customers: Four Keys to Growing YourBusiness Through Existing Customers@bcarroll7Lithium Likes to Loves TourSeptember 15, 2011
    28. 28. Verizon OverviewVerizon: IdeaExchange  Verizon is a global leader in broadband, wireline, and Verizon Community Verizon Overview wireless communications. IdeaExchange  Verizon Residential has America’s most advanced fiber-optic network.  Entertainment services  Converged communications  Information services  Diverse workforce of over 196,000  Consolidated revenues in 2010 of over $106 billion Source: Verizon.com
    29. 29. Verizon: IdeaExchange Social Media is not a campaign. It is a Relationship.
    30. 30. Expanding from Support to EngagementVerizon: IdeaExchange Verizon Community IdeaExchange http://community.verizon.com Launched: August 2008
    31. 31. Open Innovation: Anyone, anywhereVerizon: IdeaExchange IdeaExchange http://verizon.com/ideas Launched: July 2010
    32. 32. ObjectivesVerizon: IdeaExchange  Identify new product and service enhancement opportunities  Facilitate customer-driven product/service enhancements or new products/services  Enhance Verizon brand as establishing innovative ways to engage with and serve customers
    33. 33. Example: FiOS TVVerizon: IdeaExchange  FiOS TV is Verizon Residential’s flagship product, providing top-rated, high quality TV viewing via our fiber optic network  Includes our Interactive Media Guide (IMG)  IMG 1.9 - New feature release - Wanted to focus on customer requests
    34. 34. Collecting Customer InputVerizon: IdeaExchange Collaboration via social media tools  Verizon Forums  Verizon Idea Exchange  Twitter via @FiOSTV  Verizon FiOS Facebook page  Forums Sneak Peek Collaboration Refinement Co-Creation
    35. 35. FiOS TV IMG 1.9: A Huge Success With CustomersVerizon: IdeaExchange “Love the new guide!:)” “Wow. Impressive.” “I IMG 1.9.” “Whoohoo. The guide is finally in HD.”
    36. 36. Verizon Ideation Process Leverages Social MediaVerizon: IdeaExchange  We listen to customers  We open our product development process “85% of our latest release has been suggested, or refined by our customers.”
    37. 37. Measuring SuccessVerizon: IdeaExchange  Number of ideas submitted: 1700  Number of ideas in progress: 250  Number of ideas implemented: 31 Since launch…  107% growth in comments  403% growth in votes  555% growth in visitors
    38. 38. Our Brand NationVerizon: Success Measures Verizon: IdeaExchange Support Engagement Insight IdeaExchange  Able to self-serve  Get closer to the Customer  Look for issues (early  Insight to help take action detection)  Connect with Verizon  Customer retention  A place to be heard  Be affiliated with the brand
    39. 39. CommunityVerizon: IdeaExchange IdeaExchange Call to Action: Start by Listening
    40. 40. Next Step: Go DeeperVerizon: IdeaExchange Verizon: Community IdeaExchange  Use tools to listen beyond your own website  Incorporate social media into your strategies  Co-opt your customers
    41. 41. the must haves in a brand nation▪ engaging▪ scalable▪ everywhere▪ measurable @katykeim #L2LTour 41
    42. 42. engaging through interaction styles forums ideas reviews contests q&a videos @katykeim #L2LTour 42
    43. 43. engaging through reputation & recognition @katykeim #L2LTour 43
    44. 44. scalable through peer to peer @katykeim #L2LTour 44
    45. 45. 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 45
    46. 46. scalable through superfans’ influence @katykeim #L2LTour 46
    47. 47. scalable through superfans’ influence @katykeim #L2LTour 47
    48. 48. everywhere. where your customers are. owned community sites Facebook & Twitter mobile enhancing the in-Store experience @katykeim #L2LTour 48
    49. 49. everywhere. definitely on facebook @katykeim #L2LTour 49
    50. 50. measurable insights, engagement and response @katykeim #L2LTour 50
    51. 51. Sometimes, love isnot enough. 51
    52. 52. Sometimes, love isnot enough. 52
    53. 53. brand nations grow brand loyalty @katykeim #L2LTour 53
    54. 54. brand nations drive sales @katykeim #L2LTour
    55. 55. brand nations reduce costs @katykeim #L2LTour
    56. 56. brand nations accelerate ideas @katykeim #L2LTour
    57. 57. next steps1 today 2 this month 3 before Dec 1 3 months free let’s discuss your let’s discuss your 3 months free 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 57
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