Brand Manage Camp: Winning With Social Media


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Presentation by Charlene Li at Brand Manage Camp 2009 in Las Vegas, October 6, 2009.

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  • Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.
  • He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
  • Musician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago. United lost control of this situation.
  • When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate? To help you think about this, I have a simple idea.
  • Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?
  • Source: Screenshot taken from demonstration
  • Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  • Brand Manage Camp: Winning With Social Media

    1. Creating Winning Social Media Strategies Charlene Li Altimeter Group September 29, 2009 For a copy of slides, send an email to
    2. The state of conversation today
    3. Meet Dave Carroll Source:
    5. Welcome to the Groundswell A power shift, catalyzed by social technologies When people get what they need from each other
    6. Technologies can be confusing Source:
    7. It’s about the relationship
    8. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
    9. Goals define your strategy
    10. Always start with Learn
    11. Learn with monitoring tools
    12. Radian6 enables learning organizations
    13. How Oracle encouraged feedback
    14. Dialog with your community
    15. The Engagement Pyramid
    16. Commenters share an opinion
    17. Coke has a dialog with millions
    18. At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer
    19. Driving sales with Twitter
    20. Help your members support each other
    21. Comcast provides support via Twitter
    22. Goals define your strategy
    23. Starbucks innovates across the organization
    24. Getting started “ We don’t have the time, money, or people.” “ People will abuse it.” “ Our executives/investors are short-term focused.” “ IT/Legal won’t let us.” “ I’m afraid of losing control.” What’s stopping you?
    25. #1 Start small, start now Audience Goal Revolutionary
    26. Deal with different mindsets Find the “moments of truth” and “moments of crisis” for each mindset
    27. #2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals
    28. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of comments # of referrals Greater loyalty Faster, more closes Help # of issues addressed Increased satisfaction Innovate # of implemented ideas Faster development
    29. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value
    30. #3 Give up the need to be in control Photo: Kantor,
    31. The dangers of not being prepared
    32. No contingency plan in place, and a single response in a month Posted Sept. 4, 2009 No activity since
    33. How to give up control and be in command The Sandbox Covenant
    34. The Red Cross handbook/policies help keep order
    35. Summary <ul><li>Focus on the relationships, not the technologies </li></ul><ul><li>Start by learning from the conversations </li></ul><ul><li>Prepare to let go … </li></ul><ul><ul><li>… of the control you never had </li></ul></ul>
    36. Thank You Charlene Li Altimeter Group [email_address] Twitter: @charleneli For slides, send an email to [email_address] Copyright © 2009 Altimeter Group