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Brand Manage Camp: Winning With Social Media

by Charlene Li

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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.
http://www.youtube.com/watch?v=5YGc4zOqozo 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”.
http://flickr.com/photos/kantor/2279534438/
http://www.facebook.com/accordcrosstour#/accordcrosstour?v=app_6009294086

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Altimeter Group Network on SlideShare at Altimeter Group Network on SlideShare 1 year ago
Igor Saraiva, Head of Planning at Gringo.nu at Grïngo.nu Tags socia media strategy 2 years ago
Lucas Weber, Aspiring Social Media Strategist & PR Professional at n/a 3 years ago
Ben Rod, Marketing Trainee at Adobe Tags cmo social media smo 3 years ago
Florian Holstein, Category Manager Customization Experience at adidas 3 years ago
Mohit Verma, Senior Manager at Genpact 3 years ago
Miguel Galera, CEO at Integralcom Tags altimeter 3 years ago
Shimon Koifman, Director of Innovation labs at Comverse Tags socialmedia 3 years ago
SexySEO Tags brands social media 3 years ago

Brand Manage Camp: Winning With Social Media Presentation Transcript

Creating Winning Social Media Strategies Charlene Li Altimeter Group September 29, 2009 For a copy of slides, send an email to info@altimetergroup.com
The state of conversation today
Meet Dave Carroll Source: davecarrollmusic.com
Welcome to the Groundswell A power shift, catalyzed by social technologies When people get what they need from each other
Technologies can be confusing Source: Wordle.net
It’s about the relationship
What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
Goals define your strategy
Always start with Learn
Learn with monitoring tools
Radian6 enables learning organizations
How Oracle encouraged feedback
Dialog with your community
The Engagement Pyramid
Commenters share an opinion
Coke has a dialog with millions
At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer
Driving sales with Twitter
Help your members support each other
Comcast provides support via Twitter
Goals define your strategy
Starbucks innovates across the organization
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?
#1 Start small, start now Audience Goal Revolutionary
Deal with different mindsets Find the “moments of truth” and “moments of crisis” for each mindset
#2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals
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
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
#3 Give up the need to be in control Photo: Kantor, http://www.flickr.com/photos/kantor
The dangers of not being prepared
No contingency plan in place, and a single response in a month Posted Sept. 4, 2009 No activity since
How to give up control and be in command The Sandbox Covenant
The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook
Summary
- Focus on the relationships, not the technologies
- Start by learning from the conversations
- Prepare to let go …

Brand Manage Camp: Winning With Social Media

by Charlene Li

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Brand Manage Camp: Winning With Social Media Presentation Transcript