Lithium Likes to Loves Tour - Silicon Valley
 

Lithium Likes to Loves Tour - Silicon Valley

on

  • 723 views

Turn customer likes into customer loves! Get all the presentations from the Lithium Likes to Loves tour stop in Silicon Valley--Lithium, 24 Hour Fitness, HP, and Edelman Digital.

Turn customer likes into customer loves! Get all the presentations from the Lithium Likes to Loves tour stop in Silicon Valley--Lithium, 24 Hour Fitness, HP, and Edelman Digital.

Statistics

Views

Total Views
723
Views on SlideShare
723
Embed Views
0

Actions

Likes
0
Downloads
103
Comments
0

0 Embeds 0

No embeds

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
  • 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
  • As wireless bandwidths get faster and mobile devices take the place of laptops and desktops more and more users will make their first search via the mobile device- In app ads, real life rewards, local search, retail couponing, check in incentives (we see conversion as high as 10%) compared to web of 0.01
  • As wireless bandwidths get faster and mobile devices take the place of laptops and desktops more and more users will make their first search via the mobile device- In app ads, real life rewards, local search, retail couponing, check in incentives (we see conversion as high as 10%) compared to web of 0.01
  • Pull Lois slide with additions
  • 10,000 tweets evaluated per month; 1,000 tweets sent
  • # 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 - Silicon Valley Lithium Likes to Loves Tour - Silicon Valley Presentation Transcript

  • Building a Brand NationSeptember 14, 2011
    Katy Keim
    Chief Marketing Officer, Lithium
    @katykeim
  • breakfast
    networking
    information
    2
  • context
    possibilities
    next steps
    3
  • why likes to loves?
    4
  • transformation
    5
  • 6
    broadcast
    likes
    call center
    fan
    to
    engagement
    peer support
    loves
    superfan
  • reinventing thetelecom company
    7
  • the change in the customer
    fan
    “I acknowledge you”
    engaged
    “I want something from you”
    advocate
    “I act for me and for you”
    superfan
    “I belong because of you”
  • 9
  • 10
  • 11
    from
    to
    advertisements
    peer trust
    14%
    90%
    of consumers trust advertisements
    of consumers trust peer recommendations
    source: july 2009 nielsen global online consumer survey
  • 12
  • the change in the business
    Passionate, engaged social customers
    who love you,
    not like you
    Your Brand Nation
    13
  • we build brand nations
    14
    vibrant online communities full of passionate, engaged social customers
  • 15
  • real thinkers
    real customers
    real possibilities
    real results
    16
  • 17
    Michael Brito
    SVP, Social Business Planning
    Franck Ardourel
    Sr. Online Marketing Director
    Lois Townsend
    Manager, Global Social Media Strategy
  • Customer expectations on the rise
    18
  • A day in the life of the social customer
    19
    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
  • The social customer & brand experience
    20
    The Informed
    (e.g. research products online)
    Brand Discovery:
    Google Search, Word of Mouth
    The Participant
    (e.g. participate in a brand experience)
    The Opinion Sharer
    (e.g. post review)
    Brand Participation:
    Fanning, following, liking
    Brand Sharing:
    Easy, habitual, publishing
    The Advocate
    (e.g. encourage friends to purchase)
    Brand Advocacy:
    Creating content, sharing, defending
  • The new purchase funnel cycle
    21
    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
  • Customers seek help when making purchase decisions
    22
    Consumers turn to product/service information and customer reviews, but blogs are
    gaining traction. Before deciding whether to purchase, consumers go online to:
  • The social customer influences others
    23
    Negative information is just as powerful as positive
    in influencing consumers’ purchase decisions
  • Next Steps
    24
    1
    2
    3
    Prepare to scale internally i.e. hiring community managers, escalation/moderation and social media policies
    Conversational audit & determine if you can add value to the conversation
    Establish a measurement framework
  • Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Britopian
    Thank you!
    25
  • Social EngagementFranck Ardourel
    September 14, 2011
  • GOAL
    Turn social media into e-COMMERCE platform
    Develop PULL MARKETING strategy
    Build brand AWARENESS real-time
    BE WHERE THE CONVERSATION HAPPENS IN THE ECOSYSTEM
  • STRATEGY
    The way people consume information has changed
    Be LOCAL, MOBILE and SOCIAL
    24HF.COM
    Web properties
    Smartphones
    Tablets
    PCs
    MONITOR THE CONVERSATION IN THE ECOSYSTEM
  • ENGAGEMENT
    Ratings & Reviews
    Facebook Check-ins
    YouTube
    Community / Blogs
    Yelp
    Twitter
  • SUCCESS
    Measure SALES /ROI generated from social engagement
    Evaluate content performance through COMMUNITY HEALTH INDEX
    Assess brand SENTIMENT through fans interactions and increase of positive posts
    Social Platforms
    Monitoring & Analytics
    VALUE CONVERSATION & TURN ECOSYSTEM INTO PROFITS
  • Support through Social MediaLikes to LovesSeptember 14, 2011
    Lois Townsend
    Manager, Strategy and Operations
    Global Consumer Support
    Hewlett Packard Company
  • Who is today’s customer?
    Let’s get to know her
     "The era of the passive customer has come and gone. The time of the social customer is here, and she has a lot to say. She is hyper-connected, creative, and collaborative. She is connected to her social and professional circles via phone, email, SMS, Facebook, Twitter, blogs and forums. She is critical of claims made by brands, influenced more by friends, family and "people like her". She wants to make sure that brands are listening, and will go to great lengths to make sure they are. The fundamental shift in the relationship between the traditional customer and companies is driven by the social web; it is here to stay, and is the biggest shift yet in the history of business. Understanding her is critical to the success of your business“
    - Chess Media Group
  • HP Support through Social Media
    The Journey
    3-year Roadmap rEvolution
    H2 FY08
    FY10
    FY12
    FY11
    FY13& beyond...
    FY09
    Forums Expansion & Integration
    Forums Investigation & Definition
    Forums Introduction & Launch
    Social Media is Pervasive...
    Optimization & Innovation
    Full Integration
    Ambassadors
    SuperUsers
    • Capabilities expansion
    • Next-gen community engagement
    • Social CRM Integration (pan-HP)
    • Forums Expansion (2)
    • Forums Optimization
    • Community Enrichment
    • Social Media Pilots & Intros
    • Social Media Full Integration
    • Forums Launch Nov 16, 2008
    • Forums Expansion (5)
    • HP Ambassador program
    • Expert Day events
    • Video Feedroom
    • Forums Investigation
    • Lithium Platform
  • HP Support through Social Media
    The Results
    “This is why I am here. I can tell you I was on the <xxxx> Community Forum for about 7 years, and the atmosphere there is nothing at all as it is here. I'm just glad Paul and I could work together, to resolve the Member's issue. Paul is a tremendous asset to the Forum. This only serves to give us resolve to press on even harder.”
    • Multi-million dollar ROI
    • Exceeding 4 million Forums visits per month
    • Approaching 500M Page views milestone
    • Accepted solutions to date 21,000+
    • Customer solutions delivered to date 26.5M+
    • Kudos to date 71,000+
    • Tweets
    • 10,000 tweets evaluated per month
    • 1,000 tweets sent
    • Expert days - 20 in total
    • English, Portuguese, Spanish, French, German, S Chinese, Korean
    • Hundreds of experts, hundreds of thousands of customers attended
  • the must haves in a brand nation
    36
    engaging
    scalable
    everywhere
    measurable
  • engaging through interaction styles
    37
    reviews
    forums
    ideas
    q&a
    videos
    contests
  • engaging through reputation & recognition
    38
  • scalable through peer to peer
    39
  • scalable through superfans’ influence
    40
    KachiWachiDistinguished Logitech Legend
    RealGeorgeW
    Trusted Contributor
    Aandms
    Counsellor
    Member: 2/2009
    322 Kudos
    4,527 Posts
    40 Total Tags
    Member: 3/2010
    2161 Kudos
    9,369 Posts
    378 Total Tags
    Member: 5/2006
    748 Kudos
    45,136 Posts
  • scalable through superfans’ influence
    41
  • 42
    scalable through superfans’ influence
  • everywhere. where your customers are.
    43
    ownedcommunity sites
    Facebook & Twitter
    mobile
    enhancing the
    in-Store experience
  • 44
    everywhere. definitely on facebook
  • measurableinsights, engagement and response
    45
  • Sometimes, love is not enough.
    46
  • 47
    Sometimes, love is not enough.
  • brand nations grow brand loyalty
    48
  • brand nations drive sales
  • brand nations reduce costs
  • brand nations accelerate ideas
  • next steps
    52
    1
    2
    3
    before Dec 1
    today
    this month
    meet customers and view demos
    let’s discuss your needs and brand report
    3 months free with a one year subscription to LevelUp or SMM
    meet customers and view demos
    let’s discuss your needs and brand report
    3 months free with a one year subscription to LevelUp or SMM