Your SlideShare is downloading. ×
0

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Lithium Likes to Loves Tour - Silicon Valley

671

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.

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
671
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
103
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
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 & 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

    • 1. Building a Brand NationSeptember 14, 2011
      Katy Keim
      Chief Marketing Officer, Lithium
      @katykeim
    • 2. breakfast
      networking
      information
      2
    • 3. context
      possibilities
      next steps
      3
    • 4. why likes to loves?
      4
    • 5. transformation
      5
    • 6. 6
      broadcast
      likes
      call center
      fan
      to
      engagement
      peer support
      loves
      superfan
    • 7. reinventing thetelecom company
      7
    • 8. 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. 9
    • 10. 10
    • 11. 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. 12
    • 13. the change in the business
      Passionate, engaged social customers
      who love you,
      not like you
      Your Brand Nation
      13
    • 14. we build brand nations
      14
      vibrant online communities full of passionate, engaged social customers
    • 15. 15
    • 16. real thinkers
      real customers
      real possibilities
      real results
      16
    • 17. 17
      Michael Brito
      SVP, Social Business Planning
      Franck Ardourel
      Sr. Online Marketing Director
      Lois Townsend
      Manager, Global Social Media Strategy
    • 18. Customer expectations on the rise
      18
    • 19. 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
    • 20. 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
    • 21. 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
    • 22. 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:
    • 23. The social customer influences others
      23
      Negative information is just as powerful as positive
      in influencing consumers’ purchase decisions
    • 24. 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
    • 25. Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Britopian
      Thank you!
      25
    • 26. Social EngagementFranck Ardourel
      September 14, 2011
    • 27. 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
    • 28. 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
    • 29. ENGAGEMENT
      Ratings & Reviews
      Facebook Check-ins
      YouTube
      Community / Blogs
      Yelp
      Twitter
    • 30. 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
    • 31. Support through Social MediaLikes to LovesSeptember 14, 2011
      Lois Townsend
      Manager, Strategy and Operations
      Global Consumer Support
      Hewlett Packard Company
    • 32. 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
    • 33.
    • 34. 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
      • 35. Next-gen community engagement
      • 36. Social CRM Integration (pan-HP)
      • 37. Forums Expansion (2)
      • 38. Forums Optimization
      • 39. Community Enrichment
      • 40. Social Media Pilots & Intros
      • 41. Social Media Full Integration
      • 42. Forums Launch Nov 16, 2008
      • 43. Forums Expansion (5)
      • 44. HP Ambassador program
      • 45. Expert Day events
      • 46. Video Feedroom
      • 47. Forums Investigation
      • 48. 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
      • 49. Exceeding 4 million Forums visits per month
      • 50. Approaching 500M Page views milestone
      • 51. Accepted solutions to date 21,000+
      • 52. Customer solutions delivered to date 26.5M+
      • 53. Kudos to date 71,000+
      • 54. Tweets
      • 55. 10,000 tweets evaluated per month
      • 56. 1,000 tweets sent
      • 57. Expert days - 20 in total
      • 58. English, Portuguese, Spanish, French, German, S Chinese, Korean
      • 59. Hundreds of experts, hundreds of thousands of customers attended
    • the must haves in a brand nation
      36
      engaging
      scalable
      everywhere
      measurable
    • 60. engaging through interaction styles
      37
      reviews
      forums
      ideas
      q&a
      videos
      contests
    • 61. engaging through reputation & recognition
      38
    • 62. scalable through peer to peer
      39
    • 63. 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
    • 64. scalable through superfans’ influence
      41
    • 65. 42
      scalable through superfans’ influence
    • 66. everywhere. where your customers are.
      43
      ownedcommunity sites
      Facebook & Twitter
      mobile
      enhancing the
      in-Store experience
    • 67. 44
      everywhere. definitely on facebook
    • 68. measurableinsights, engagement and response
      45
    • 69. Sometimes, love is not enough.
      46
    • 70. 47
      Sometimes, love is not enough.
    • 71. brand nations grow brand loyalty
      48
    • 72. brand nations drive sales
    • 73. brand nations reduce costs
    • 74. brand nations accelerate ideas
    • 75. 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

    ×