Authos@Google Presentation, October 15, 2008


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Speech at Google on how to use social technologies.

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  • Authos@Google Presentation, October 15, 2008

    1. Creating A Social Media Strategy Charlene Li Co-author of “Groundswell” Thought Leader, Altimeter Group
    2. Is this what social media is about? Source:
    3. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
    4. Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>What does the future hold? </li></ul>
    5. Process and goals lead to strategy
    6. Engagement Pyramid Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008 <ul><li>Edit a wiki </li></ul><ul><li>Moderate a forum </li></ul><ul><li>Write in a blog – 21% </li></ul><ul><li>Upload a video – 18% </li></ul><ul><li>Rate a product or service </li></ul><ul><li>Comment on a blog post </li></ul><ul><li>Write in a discussion forum </li></ul><ul><li>Share online video – 37% </li></ul><ul><li>Update profile – 35% </li></ul><ul><li>Upload photos – 23% </li></ul><ul><li>Watch online video – 59% </li></ul><ul><li>Read blogs – 48% </li></ul><ul><li>Download podcasts – 23% </li></ul>
    7. How Oracle encouraged feedback
    8. Let’s talk about taxes
    9. Dialog with Frank Eliason, Comcast
    10. Skittles has conversations on Facebook
    11. Helping users support themselves
    12. Starbucks innovates with the groundswell
    13. Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>What does the future hold? </li></ul>
    14. Getting started Set your goal Listen first Start small Recover
    15. Measuring Social Media Your goals determine your metrics Use the same metrics as your marketing goals
    16. Um, what metrics were those?
    17. Example “micro” metrics
    18. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Cost of acquisition Cost of retention Lifetime revenue Referral value Lifetime Value
    19. How to find good help See a list at
    20. How to find good help <ul><li>Focuses on relationships, not campaigns. </li></ul><ul><li>Uses social media successfully themselves. </li></ul><ul><li>Commits resources to learning and training. </li></ul><ul><li>Has learned from their mistakes. </li></ul><ul><li>Respects and is humbled by the medium. </li></ul>
    21. Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>What does the future hold? </li></ul>
    22. Social networks will be like air
    23. Your friends will be where ever you need them Friends Reviews
    24. Three components plus one concept <ul><li>Universal identify </li></ul><ul><li>Open social graph </li></ul><ul><li>Portable applications </li></ul><ul><li>And a business model – the personal CPM </li></ul>
    25. Everyone is a marketer
    26. Org charts become less relevant
    27. supports Best Buy’s front line employees
    28. Meet Up blew up their org chart
    29. Firewalls disappear
    30. Customers move into the company
    31. Photo: Kantor,
    32. An essential tool to have
    33. Summary <ul><li>Determine the kind of relationship you want to have with your audience. </li></ul><ul><li>Start with one simple goal. </li></ul><ul><li>Plan for a transformation of your organization. </li></ul>
    34. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] Copyright © 2008 Altimeter Group