Profile of the Most Active Conversationalists Charlene Li Altimeter Group June 2, 2009 If you would like a copy of the slides, please leave a business card with me.

Welcome to the Groundswell Where social technologies enable people to get what they need from each other

How well do you know your customer? “ I’ve changed, and you haven’t.” “ We don’t even hang out in the same places anymore.” From Microsoft’s “Bring Back The Love” ad campaign http://bit.ly/thebreakup “ We don’t talk any more.”

Who makes up the groundswell?

Basic online activity is just a start Source: Pew Internet & American Life Project Tracking surveys (August 2006 to May 2008) Percent of Internet users who report ever doing this activity

Social Technographics focuses on participation People can belong to more than one category at a time Represents activities that they use in general , not necessarily with your brand Source: Forrester Research 21% 37% 19% 35% 69% 25%

Understanding the Social Technographics of different groups Source: Forrester Research More data is available at groundswell.forrester.com

Massachusetts Medical Society’s Social Technographics profile 72 88 125 84 154 50 Vs. US adults =100 Source: Massachusetts Medical Society

The 90-10-1 Principle on participation Looks at participation within a single community Use it as a rule of thumb

The Engagement Pyramid dives deeper Identifies engagement with a brand or with an audience segment Overlap exists between categories Places the emphasis on the bottom of the pyramid, not the top

Conversations start at the bottom Source: Universal McCann Social Media Tracker Wave 3, March 2008 *Source: Wiki data from Wetpaint, forum data from Lithium Technologies **Source: Pew Internet & American Life Project Tracking surveys Share online video – 37% Update profile – 35% Upload photos – 23% Watch online video – 59% Read blogs – 48% Download podcasts – 23% Edit a wiki – <1%* Moderate a forum – <1% Write in a blog – 21% Upload a video – 18% Write in a discussion forum – 47%* Rate a product or service – 32%** Comment on a blog post – 22%**

Share online video – 37%

Update profile – 35%

Upload photos – 23%

Watch online video – 59%

Read blogs – 48%

Download podcasts – 23%

Edit a wiki – <1%*

Moderate a forum – <1%

Write in a blog – 21%

Upload a video – 18%

Write in a discussion forum – 47%*

Rate a product or service – 32%**

Comment on a blog post – 22%**

Engagement spurs conversation

Watcher activity can also be mined Google knows what I’m reading, what’s important, and makes recommendations

HP actively encourages sharing

Why do people share? Source: ShareThis Survey, 2008 Base: People who share by cutting/pasting URL into an email

Identify your Power Sharers Sharing segments, by age Source: ShareThis Survey, 2008 Base: US online adults and youth *Power Shares share content at least once a week and with more than 11 people in 1+ channels

Sharing is now very easy

Make sharing to networks easy Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch

Commenters give an opinion

Engage producers at scale Walmart has 20 moms blogging/ vlogging for it Use moms to engage moms

Curators – who are they?

Work with Curators/Editors closely Curators have power because the community (or the community owner) grants it to them

1) Figure out the engagement profile of your audience Decide on your target audience and observe/monitor them Where do they interact – or not interact? What topics galvanize them? What do they share? What is the sentiment they exhibit? Use surveys to classify their engagement With you, on your site – as well as other sites With each other about you

Decide on your target audience and observe/monitor them

Where do they interact – or not interact?

What topics galvanize them? What do they share?

What is the sentiment they exhibit?

Use surveys to classify their engagement

With you, on your site – as well as other sites

With each other about you

2) Determine the best way to engage Don’t aim for the biggest group, aim for the biggest pain Schwab doesn’t reply directly, but it gets great data on issues/concerns Highlights Watcher activity

3) Have a strategy in place What will you do? What won’t you do?

Questions?

Five Success Strategies For Tapping Into Conversations And Transforming Your Company’s Marketing Charlene Li Altimeter Group June 2, 2009 To get a copy of the slides, please email me or give me a business card afterwards

What marketing often looks like today

What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies

Five strategies, but start with Learn

Learn with monitoring tools

How Oracle encouraged feedback

How to learn better Determine where fast, flexible learning is most needed to support business goals Figure out who you need to listen to , and where they are Find out who is best at listening to that audience Hint: It’s probably not Market Research

Determine where fast, flexible learning is most needed to support business goals

Figure out who you need to listen to , and where they are

Find out who is best at listening to that audience

Hint: It’s probably not Market Research

Driving sales with dialog

What’s different? Roadblocks to sales are quickly identified

At Southwest, a planner talks Post has received 98 comments over 10 days In the future, everyone is a marketer

Coca-Cola spreads conversations through its fans

Customer support by customers

Cable problems? Who do you call?

Starbucks innovates across the organization

How to transform your marketing

Social pressures traditional orgs Task Strategy Changes Market research Learn Monitor conversations All employees listen & learn Marketing/Sales Dialog Any employee can converse Bridge the consideration gap Marketing Spread Customers sell you Finding dialogs that resonate Customer support Help Proactively seek out problems Enable customers to help Product development Innovate Seek ideas from customers Broaden employees involved

Monitor conversations

All employees listen & learn

Any employee can converse

Bridge the consideration gap

Customers sell you

Finding dialogs that resonate

Proactively seek out problems

Enable customers to help

Seek ideas from customers

Broaden employees involved

#1 Get the right people on the bus

Find your revolutionaries Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block

Have a plan to deal with different social media mindsets Find the “moments of faith” and “moments of crisis” for each mindset

#2 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals

Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions Awareness Faster, more sales Spread # of referrals # of re-tweets Awareness Reach new audiences Help # of issues addressed Customer satisfaction Innovate # of implemented ideas Faster, better 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) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor

Conversations will change your org New forms of leadership will be needed

An essential tool to have

Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please leave a business card with me. Copyright © 2009 Altimeter Group