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Lithium Likes to Loves Tour - Washington DC
 

Lithium Likes to Loves Tour - Washington DC

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Lithium, AAA, Verizon and David Armano of Edelman Digital on how to turn customer likes into customer loves.

Lithium, AAA, Verizon and David Armano of Edelman Digital on how to turn customer likes into customer loves.

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    Lithium Likes to Loves Tour - Washington DC Lithium Likes to Loves Tour - Washington DC Presentation Transcript

    • Building a Brand Nation September 22, 2011 Katy Keim Chief Marketing Officer, Lithium @katykeimWashington DC We’re Tweeting! Join the conversation at #L2LTour
    • 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 “I act for me and for you”superfan “I belong because of you” @katykeim #L2LTour
    • @katykeim #L2LTour 9
    • @katykeim #L2LTour 12
    • the change in the business Passionate, engaged social customers Your Brand who love you, Nation not like you @katykeim #L2LTour 13
    • we build brand nationsvibrant online communities full of passionate, engaged social customers @katykeim #L2LTour 14
    • @katykeim #L2LTour 15
    • David Armano Kim Snedaker Rebecca CarrollEVP, Global Innovation Social Media Manager Community Manager& Integration @katykeim #L2LTour 17
    • Building a Brand Nation September 22, 2011 David Armano EVP, Global Innovation & Integration Edelman @armanoWashington DC We’re Tweeting! Join the conversation at #L2LTour
    • SOCIAL MEDIA FOR BUSINESSDAVID ARMANOEVP, INNOVATION & INTEGRATION | EDELMAN DIGITAL
    • THE WORLD HAS CHANGED(AGAIN)
    • IN A CONNECTED WORLD, PARTICIPATION TRUMPS BROADCASTINGAccording to Former Google CEO Eric Schmidt, each day netizens aroundthe globe pump out a deluge of digital content thats equal to allinformation that existed in either digital or analog form prior to 2003.22
    • CUSTOMERS ARE ADVOCATES“For brands today in this fragmented world getting us, as multifacetedpeople, to take action and engage is one of the biggest challengesmarketers face”~Christina Smedley, Edelman Global Chair Consumer Marketing 23
    • EMPLOYEES ARE AMBASSADORS “To succeed with empowered customers, you must empower your employees to solve customer problems” ~Josh Bernoff, Forrester Analyst & Author of Empowered24
    • INFORMATION HAS BEEN UNLEASHED “For the first time, this year’s Trust Barometer shows that trust and transparency are as important to corporate reputation as the quality of products and services” ~2010 Edelman Trust Barometer25
    • MEDIA HAS CHANGED“It‘s estimated that the combined installed base of smartphones andbrowser-equipped enhanced phones will surpass 1.82 billion units by2013, eclipsing the total of 1.78 billion PCs by then.”~eMarketer, Getting To Know The Mobile Population26
    • MEDIA & DIGITAL“CLOVERLEAF”
    • Mainstream Regulators ConsumersCreative ShareholdersConcept Message Employees Vendors
    • Traditional Hybrid SEARCH Owned Social
    • DIGITAL PROPERTIES WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE OWNED properties EARNED media30
    • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID properties media31
    • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID properties media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS EARNED media32
    • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID EMBASSIES properties media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED OUTPOSTS platforms media RELEVANT MESSAGE BOARDS Source: Edelman 2010, edelmandigital.com BLOGOSPHERE INFLUENCER ENGAGEMENT33
    • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID EMBASSIES properties media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED OUTPOSTS platforms media RELEVANT MESSAGE BOARDS Social Engagement BLOGOSPHERE Concentrated Here SOCIAL INTERACTIONS IN THE OVERLAPS INFLUENCER ENGAGEMENT34
    • EMBASSIES, AMBASSADORS& OUTPOSTS
    • EMBASSIES ARE YOUR HOME AWAY FROM HOME Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them.36
    • EMBASSIES NEED AMBASSADORS, OUTPOSTS REQUIRE ENVOYSEnvoys are employees,agents or members ofthe public who arewillingly dispatched to“outposts”—propertiesthat are not owned orcontrolled by thebusiness, brand ororganization.37
    • COMMUNITY MANAGEMENT:THE FRONT LINE
    • COMMUNITY MANAGMENT = HUMAN INTERACTION DESIGNCommunity Management is the actof engaging members of a specificgroup in a participatory fashion.Community Managers fall under the“ambassador” category of theorganization, representing the brandor business in a specific communityecosystem.Communities form around sharedinterests and participants seek ~Suzanne Marlatt, Community Manager forvalue from them. EdelmanDigital.com & Edelman Digital “embassies”39
    • THE FIVE C’S OF COMMUNITY40
    • BUSINESS AS USUAL?
    • INDUSTRIAL ERA BUSINESS IS STRUCTURED FOR EFFICIENCYmarketing public customer product sales relations service development“To stand out in a commoditized market, companies mustunderstand what customers truly value. The only way to do that is tobreak down the traditional, often entrenched, silos and uniteresources to focus directly on customer needs."~Ranjay Gulati, Harvard Business Review42
    • BUT THE NETWORK ECONOMY DOESN’T CARE “E-patient” Dave deBronkart“e-patients are empowered, engaged, equipped and enabled” 43
    • CHALLENGESORGANIZATIONS FACE
    • CHALLENGES: UNCLEAR OBJECTIVES, MEASUREMENT & ROI45
    • CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES46
    • CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES Very few organizations are here Less experienced organizations here More experienced organizations here47
    • CHALLENGES: MISALIGNED SKILLS & COMPETENCIESmarketing48
    • CHALLENGES: LACK OF COORDINATION & INTEGRATIONmarketing49
    • CHALLENGES: CLOSED BUSINESS CULTURE“A new organizational structure is required to accommodate andbenefit from the culture of sharing that social media has fueled overthe last four years. The information flow we all experience daily canno longer be organized into neat org-chart silos."~Charlene Li, Author of Open Leadership50
    • BRANDS MUST BECOMESOCIAL, OPEN & AGILE
    • A SOCIAL BRAND REQUIRES BECOMING A SOCIAL BUSINESS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy SOCIAL BRAND MEASURABLE OUTCOMES SOCIAL BUSINESS (External) (Internal) Source: David Armano, Edelman 2011, edelmandigital.com Training Process Organization Models Employee Engagement Policies & Guidelines Knowledge Sharing Culture Infrastructure52
    • SOCIAL BY DESIGN Social business planning is the blueprint for thetransformation of an organization—bridging the external with internal, resulting in a more connected way of doing business and shared value for all stakeholders53
    • WHY SHOULD A BUSINESSBECOME “SOCIAL”?
    • CRISIS MANAGEMENT IS REAL TIME55
    • EVERYONE IS AN ACTIVIST56
    • CUSTOMERS MAKE YOUR COMPANY BETTER57
    • BUSINESS EMBRACES RESPONSIBILITY58
    • PUBLICS SEEK PURPOSE“86 percent of global consumers believe that business needs toplace at least equal weight on society’s interests as on a business’interests.”~Edelman 2010 Good Purpose Study59
    • THE PATH TO BECOMINGA SOCIAL BRAND& BUSINESS
    • START WITH THE FOUR STAGES OF SOCIAL BUSINESS Flying Running Scaling, Engaging, systematizing Walking responding, and integrating leveraging into all business Leveraging functions. employees. platforms, Crawling producing Monitoring, content, listening, participating Establishing .61 infrastructure.
    • BUILD A BRANDAMBASSADOR“ECO-SYSTEM”
    • 63
    • THANK YOU@ARMANO | Edelmandigital.com
    • AAA: 100+ years of exploring new frontiers‘don’t worry: this does have to do with social media’kim snedaker social media directorlithium likes to loves tour #L2LTour september 22, 2011
    • 1900’s: AAA founded as a Nation of Automobolists. A small group fighting for crazy new things likepaved roads and street signs for this new invention….the automobile.
    • 1920’s: AAA established a Traffic Safety Department and founded the School Safety Patrol forchildren.Since 1950, AAA has documented hundreds of lives saved through this program.
    • 1950’s: AAA was a leading advocate in establishing the Highway Trust Fund which paves the way forbuilding the U.S. Interstate Highway System.1970’s: During Arab oil embargo, AAA advises drivers on gasoline availability and prices.
    • 2000’s: AAA works for laws to relieve transportation congestion and launches campaigns to supportenvironmental issues and promote green technologies
    • 2007: The Social Media Explosion Our first vision & strategy documents defined Social Media as our next, new frontier Build on our heritage of what members join/renew for: roadside assistance, travel information & discounts, and advocacy for driver & passenger safety
    • 2008-2009: One small step for a few AAA ClubsA few large Clubs, like AAA Mid-Atlantic, led the way into the social spaceStarted conversations with Members: DrivewithAAA(2008) & TravelwithAAA (2009)Assets: Mzinga-powered Online Community, Facebook, Twitter, Web/Social/Email integration
    • 2010-2011: Using new technology to optimize our social base camp• Lithium became our platform provider, but most importantly, our partner in 2010• Re-launched Online Community in December 2010 (Drive, Travel + Discounts & Dollars)• Assets: Online Community, Facebook, Twitter, Live Twitter streams on Web & Community, ScoutLabs Monitoring http://history.nasa.gov
    • Our Communitycontent continues our heritage of providing information and resources to our Members
    • • Community Profile • 37% Tenure of 10+ years; 34% less than 2 years • 11% Brand New Members • 47% 2 Memberships on account; 52% have Auto Renewal • 12% higher than non-community members • 44% have MPI of 2; 33% MPI of 3 • 21% HH income $50-$70k; 15% $75-$100k; 13% $100-$125k • 81% Married; 19% Single • 51% No Children in HH; 49% Children in HH • 87% Homeowners; 75% avg length of residence 5+ years • 25% reside in MD; 25% in NJ; 25% in VA; 18% in PA; 5% in DE • Age demographics mixed from 18-65+ (largest decile of 16% 65+)
    • “Houston, we have a problem.”Obstacles & Challenges are of our own creationAAA National bylaw that enforces digital boundaries for each ClubMajority of AAA Leadership & Stakeholders that think social is the latest sales channelMajority of AAA Associates locked out of social media space during work hours
    • Where We’re Headed• Move scores up our Social Roadmap in each of the 5 Social Strategy Categories• Holding company of 10 Clubs, from West to East Coast with 12 Million Members, going into social space together (shared Online Community Portal, exemption from National bylaw)• 2011: Creating a Social Media Center of Excellence (Hub & Club Model)• 2012: Unified Go to Market Strategy (to answer Lithium’s charge…what are you a Nation of?) • Find a universe of people who Like Us (really really like us) • Surprise and delight and motivate them from Likes to Loves NASA Goddard Flickr
    • Lessons shared Kim Snedaker Social Media Director, AAA Mid-Atlantic Pick social strategies that map to your brand and o.302.299.4443 business goals c. 267.994.1820 Define your brand nation ksnedaker@aaamidatlantic.com Strategy before tools Find a partner, not just a platform provider facebook / twitter / LinkedIn: kimsnedaker Always Listen as basis for all other strategies aaa.com/community Integrate your social assets into every digital and ksquaredsocial.wordpress.com print communication you have Remove your obstacles or don’t create them in the first place Empower your employees to enrich your social efforts Educate your leaders that social is about awareness, conversation & engagement (not just trying to sell stuff; no one cares) Giving your customers great experiences Be Relevant #LTLTour
    • Growing a Brand Nation -and Measuring its Success
    • Becky CarrollCommunity Program Manager, VerizonAuthor, The Hidden Power of Your Customers: Four Keys to Growing YourBusiness Through Existing Customers@bcarroll7Lithium Likes to Loves TourSeptember 21, 2011
    • 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
    • Verizon: IdeaExchange Social Media is not a campaign. It is a Relationship.
    • Expanding from Support to EngagementVerizon: IdeaExchange Verizon Community IdeaExchange http://community.verizon.com Launched: August 2008
    • Open Innovation: Anyone, anywhereVerizon: IdeaExchange IdeaExchange http://verizon.com/ideas Launched: July 2010
    • 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
    • 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
    • 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
    • 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.”
    • 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.”
    • 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
    • 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
    • CommunityVerizon: IdeaExchange IdeaExchange Call to Action: Start by Listening
    • 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
    • the must haves in a brand nation▪ engaging▪ scalable▪ everywhere▪ measurable @katykeim #L2LTour 99
    • engaging through interaction styles forums ideas reviews contests q&a videos @katykeim #L2LTour 10
    • engaging through reputation & recognition @katykeim #L2LTour 101
    • scalable through peer to peer @katykeim #L2LTour 102
    • 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
    • scalable through superfans’ influence @katykeim #L2LTour 104
    • scalable through superfans’ influence @katykeim #L2LTour 10
    • everywhere. where your customers are. owned community sites Facebook mobile & Twitter enhancing the in-Store experience @katykeim #L2LTour 10
    • everywhere. definitely on facebook @katykeim #L2LTour 10
    • measurable insights, engagement and response @katykeim #L2LTour 108
    • Sometimes, love isnot enough. 10
    • Sometimes, love isnot enough. 11
    • brand nations grow brand loyalty @katykeim #L2LTour 11
    • 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 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