0
Building a Brand NationSeptember 14, 2011<br />Katy Keim<br />Chief Marketing Officer, Lithium<br />@katykeim<br />
breakfast<br />networking<br />information<br />2<br />
context<br />possibilities<br />next steps<br />3<br />
why likes to loves? <br />4<br />
transformation<br />5<br />
6<br />broadcast<br />likes<br />call center<br />fan<br />to<br />engagement<br />peer support<br />loves<br />superfan<b...
reinventing thetelecom company <br />7<br />
the change in the customer<br />fan<br />“I acknowledge you”<br />engaged<br />“I want something from you”<br />advocate<b...
9<br />
10<br />
11<br />from<br />to<br />advertisements<br />peer trust<br />14%<br />90%<br />of consumers trust advertisements<br />of ...
12<br />
the change in the business<br />Passionate, engaged social customers<br />who love you, <br />not like you<br />Your Brand...
we build brand nations<br />14<br />vibrant online communities full of passionate, engaged social customers<br />
15<br />
real thinkers<br />real customers<br />real possibilities<br />real results<br />16<br />
17<br />Michael Brito<br />SVP, Social Business Planning<br />Franck Ardourel<br />Sr. Online Marketing Director<br />Lois...
Customer expectations on the rise<br />18<br />
A day in the life of the social customer<br />19<br />The customer journey is dynamic; and always changes<br />Brands need...
The social customer & brand experience<br />20<br />The Informed<br />(e.g. research products online)<br />Brand Discovery...
The new purchase funnel cycle<br />21<br />The goal of every brand should be to transform the social customer into an advo...
Customers seek help when making purchase decisions<br />22<br />Consumers turn to product/service information and customer...
The social customer influences others<br />23<br />Negative information is just as powerful as positive<br />in influencin...
Next Steps<br />24<br />1<br />2<br />3<br />Prepare to scale internally i.e. hiring community managers, escalation/modera...
Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Br...
Social EngagementFranck Ardourel<br />September 14, 2011<br />
GOAL<br />Turn social media into e-COMMERCE platform<br />Develop PULL MARKETING strategy <br />Build brand AWARENESS real...
STRATEGY<br />The way people consume information has changed<br />Be LOCAL, MOBILE and SOCIAL<br />24HF.COM<br />Web prope...
ENGAGEMENT<br />Ratings & Reviews<br />Facebook Check-ins<br />YouTube<br />Community / Blogs<br />Yelp <br />Twitter<br />
SUCCESS<br />Measure SALES /ROI generated from social engagement <br />Evaluate content performance through COMMUNITY HEAL...
Support through Social MediaLikes to LovesSeptember 14, 2011<br />Lois Townsend<br />Manager, Strategy and Operations<br /...
Who is today’s customer?  <br />Let’s get to know her<br /> "The era of the passive customer has come and gone.  The time ...
HP Support through Social Media<br />The Journey<br />3-year Roadmap rEvolution<br />H2 FY08<br />FY10<br />FY12<br />FY11...
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</li></li></ul><li> HP Support through Social Media<br /> The Results<br />“This is why I am here. I can t...
Exceeding 4 million Forums visits per month
Upcoming SlideShare
Loading in...5
×

Lithium Likes to Loves Tour - Silicon Valley

704

Published on

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.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
704
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
103
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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 &amp; 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
  • Transcript of "Lithium Likes to Loves Tour - Silicon Valley"

    1. 1. Building a Brand NationSeptember 14, 2011<br />Katy Keim<br />Chief Marketing Officer, Lithium<br />@katykeim<br />
    2. 2. breakfast<br />networking<br />information<br />2<br />
    3. 3. context<br />possibilities<br />next steps<br />3<br />
    4. 4. why likes to loves? <br />4<br />
    5. 5. transformation<br />5<br />
    6. 6. 6<br />broadcast<br />likes<br />call center<br />fan<br />to<br />engagement<br />peer support<br />loves<br />superfan<br />
    7. 7. reinventing thetelecom company <br />7<br />
    8. 8. the change in the customer<br />fan<br />“I acknowledge you”<br />engaged<br />“I want something from you”<br />advocate<br />“I act for me and for you”<br />superfan<br />“I belong because of you”<br />
    9. 9. 9<br />
    10. 10. 10<br />
    11. 11. 11<br />from<br />to<br />advertisements<br />peer trust<br />14%<br />90%<br />of consumers trust advertisements<br />of consumers trust peer recommendations<br />source: july 2009 nielsen global online consumer survey<br />
    12. 12. 12<br />
    13. 13. the change in the business<br />Passionate, engaged social customers<br />who love you, <br />not like you<br />Your Brand Nation<br />13<br />
    14. 14. we build brand nations<br />14<br />vibrant online communities full of passionate, engaged social customers<br />
    15. 15. 15<br />
    16. 16. real thinkers<br />real customers<br />real possibilities<br />real results<br />16<br />
    17. 17. 17<br />Michael Brito<br />SVP, Social Business Planning<br />Franck Ardourel<br />Sr. Online Marketing Director<br />Lois Townsend<br />Manager, Global Social Media Strategy<br />
    18. 18. Customer expectations on the rise<br />18<br />
    19. 19. A day in the life of the social customer<br />19<br />The customer journey is dynamic; and always changes<br />Brands need to have multiple customer touch points to break through the clutter<br />Customers need to hear things 3 – 5 times before the actually believe<br />
    20. 20. The social customer & brand experience<br />20<br />The Informed<br />(e.g. research products online)<br />Brand Discovery:<br />Google Search, Word of Mouth<br />The Participant<br />(e.g. participate in a brand experience)<br />The Opinion Sharer<br />(e.g. post review)<br />Brand Participation:<br />Fanning, following, liking<br />Brand Sharing:<br />Easy, habitual, publishing<br />The Advocate <br />(e.g. encourage friends to purchase)<br />Brand Advocacy:<br />Creating content, sharing, defending<br />
    21. 21. The new purchase funnel cycle<br />21<br />The goal of every brand should be to transform the social customer into an advocate<br />Advocates talk about the brand, even when the brand isn’t listening<br />Advocates are trusted among their peers and within their micro communities<br />Advocates are aiding and influencing others down the purchase funnel<br />
    22. 22. Customers seek help when making purchase decisions<br />22<br />Consumers turn to product/service information and customer reviews, but blogs are<br />gaining traction. Before deciding whether to purchase, consumers go online to:<br />
    23. 23. The social customer influences others<br />23<br />Negative information is just as powerful as positive<br />in influencing consumers’ purchase decisions<br />
    24. 24. Next Steps<br />24<br />1<br />2<br />3<br />Prepare to scale internally i.e. hiring community managers, escalation/moderation and social media policies<br />Conversational audit & determine if you can add value to the conversation<br />Establish a measurement framework<br />
    25. 25. Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Britopian<br />Thank you! <br />25<br />
    26. 26. Social EngagementFranck Ardourel<br />September 14, 2011<br />
    27. 27. GOAL<br />Turn social media into e-COMMERCE platform<br />Develop PULL MARKETING strategy <br />Build brand AWARENESS real-time<br />BE WHERE THE CONVERSATION HAPPENS IN THE ECOSYSTEM <br />
    28. 28. STRATEGY<br />The way people consume information has changed<br />Be LOCAL, MOBILE and SOCIAL<br />24HF.COM<br />Web properties<br />Smartphones<br />Tablets<br />PCs<br />MONITOR THE CONVERSATION IN THE ECOSYSTEM<br />
    29. 29. ENGAGEMENT<br />Ratings & Reviews<br />Facebook Check-ins<br />YouTube<br />Community / Blogs<br />Yelp <br />Twitter<br />
    30. 30. SUCCESS<br />Measure SALES /ROI generated from social engagement <br />Evaluate content performance through COMMUNITY HEALTH INDEX<br />Assess brand SENTIMENT through fans interactions and increase of positive posts<br />Social Platforms<br />Monitoring & Analytics<br />VALUE CONVERSATION & TURN ECOSYSTEM INTO PROFITS <br />
    31. 31. Support through Social MediaLikes to LovesSeptember 14, 2011<br />Lois Townsend<br />Manager, Strategy and Operations<br />Global Consumer Support<br />Hewlett Packard Company<br />
    32. 32. Who is today’s customer? <br />Let’s get to know her<br /> "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“ <br />- Chess Media Group<br />
    33. 33.
    34. 34. HP Support through Social Media<br />The Journey<br />3-year Roadmap rEvolution<br />H2 FY08<br />FY10<br />FY12<br />FY11<br />FY13& beyond...<br />FY09<br />Forums Expansion & Integration<br />Forums Investigation & Definition<br />Forums Introduction & Launch<br />Social Media is Pervasive...<br />Optimization & Innovation<br />Full Integration<br />Ambassadors<br />SuperUsers<br /><ul><li>Capabilities expansion
    35. 35. Next-gen community engagement
    36. 36. Social CRM Integration (pan-HP)
    37. 37. Forums Expansion (2)
    38. 38. Forums Optimization
    39. 39. Community Enrichment
    40. 40. Social Media Pilots & Intros
    41. 41. Social Media Full Integration
    42. 42. Forums Launch Nov 16, 2008
    43. 43. Forums Expansion (5)
    44. 44. HP Ambassador program
    45. 45. Expert Day events
    46. 46. Video Feedroom
    47. 47. Forums Investigation
    48. 48. Lithium Platform</li></li></ul><li> HP Support through Social Media<br /> The Results<br />“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.”<br /><ul><li>Multi-million dollar ROI
    49. 49. Exceeding 4 million Forums visits per month
    50. 50. Approaching 500M Page views milestone
    51. 51. Accepted solutions to date 21,000+
    52. 52. Customer solutions delivered to date 26.5M+
    53. 53. Kudos to date 71,000+
    54. 54. Tweets
    55. 55. 10,000 tweets evaluated per month
    56. 56. 1,000 tweets sent
    57. 57. Expert days - 20 in total
    58. 58. English, Portuguese, Spanish, French, German, S Chinese, Korean
    59. 59. Hundreds of experts, hundreds of thousands of customers attended</li></li></ul><li>the must haves in a brand nation<br />36<br />engaging<br />scalable<br />everywhere<br />measurable<br />
    60. 60. engaging through interaction styles<br />37<br />reviews<br />forums<br />ideas<br />q&a<br />videos<br />contests<br />
    61. 61. engaging through reputation & recognition<br />38<br />
    62. 62. scalable through peer to peer<br />39<br />
    63. 63. scalable through superfans’ influence<br />40<br />KachiWachiDistinguished Logitech Legend<br />RealGeorgeW<br />Trusted Contributor <br />Aandms<br />Counsellor<br />Member: 2/2009<br />322 Kudos<br />4,527 Posts<br />40 Total Tags<br />Member: 3/2010<br />2161 Kudos<br />9,369 Posts<br />378 Total Tags<br />Member: 5/2006<br />748 Kudos<br />45,136 Posts<br />
    64. 64. scalable through superfans’ influence<br />41<br />
    65. 65. 42<br />scalable through superfans’ influence<br />
    66. 66. everywhere. where your customers are. <br />43<br />ownedcommunity sites<br />Facebook & Twitter<br />mobile<br />enhancing the<br />in-Store experience<br />
    67. 67. 44<br />everywhere. definitely on facebook<br />
    68. 68. measurableinsights, engagement and response<br />45<br />
    69. 69. Sometimes, love is not enough. <br />46<br />
    70. 70. 47<br />Sometimes, love is not enough. <br />
    71. 71. brand nations grow brand loyalty<br />48<br />
    72. 72. brand nations drive sales<br />
    73. 73. brand nations reduce costs<br />
    74. 74. brand nations accelerate ideas<br />
    75. 75. next steps<br />52<br />1<br />2<br />3<br />before Dec 1<br />today<br />this month<br />meet customers and view demos<br />let’s discuss your needs and brand report<br />3 months free with a one year subscription to LevelUp or SMM<br />meet customers and view demos<br />let’s discuss your needs and brand report<br />3 months free with a one year subscription to LevelUp or SMM<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×