Charlene Li at Pivot Conference Oct 2011

1
Disruptive Technology And The New Consumer Landscape
Charlene Li
Altimeter Group
Twitter: @charleneli
Email: charlene@altimetergroup.com

How Time Flies
3
Our notions of sharing & privacy have changed as well

Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal
4

It’s about RELATIONSHIPS
© 2011 Altimeter Group

What Is Needed
6
Authenticity
Transparency

OUT ofCONTROL?

8

9

10
Photo by stanjourdan via Flickr

11
Photo by Steve Rhodes via Flickr

12
Photo by Susan Etlinger via Flickr

13
Photo by Susan Etlinger via Flickr

14
Photo by Steve Rhodes via Flickr

Social media helps brands listen…
15

..and respond. But it’s not enough.
16

How To Prepare

#1 Create a Culture of Sharing
19

#2 Discipline is Needed to Succeed
20
Take reasonable action to fix issue and let customer know action taken
Positive
Negative
Yes
Yes
No
Assess the message
Evaluate the purpose
Does customer need/deserve more info?
Do you want to respond?
Unhappy Customer?
Are the facts correct?
Gently correct the facts
No Response
Yes
Yes
No
No
No
DedicatedComplainer?
Are the facts correct?
Yes
Can you add value?
Yes
No
No
Yes
Comedian Want-to-Be?
Explain what is being done to correct the issue.
Is the problem being fixed?
Respond in kind & share
Thank the person
Yes
No
Yes
Adapted from US Air Force Comment Policy
Let post stand and monitor.

Climb the Social Business Hierarchy of Needs
21

22
#3 Prioritizing disruptions that matter
User Experience
Is it easy for people to use?
Does it enable people to connect in new ways?
Business Model
Does it tap new revenue streams?
Is it done at a lower cost?
Ecosystem Value
Does it change the flow of value?
Does it shift power from one player to another?

No relationships are perfect
Google’s mantra:“Fail fast, fail smart”
#4 Prepare for Failure
23

24
Create
Sandbox
Covenants

Charlene Li
charlene@altimetergroup.com
charleneli.com/blog
Twitter: charleneli
For slides, send an email to slides@altimetergroup.com
For more information & to buy the book
visit open-leadership.com

http://socialmediatoday.com	704
http://www.spiral16.com	89
http://www.business2community.com	41
http://northlandfoxtworoads.posterous.com	16
http://fearlesscompetitor.net	3
http://www.twylah.com	3
http://translate.googleusercontent.com	2
http://fewinfo.wordpress.com	2
http://feeds.feedburner.com	1
http://tweets.adzproz.com	1

Charlene Li at Pivot Conference Oct 2011

by Charlene Li

Accessibility

Categories

Upload Details

Usage Rights

10 Embeds 862

Statistics

Charlene Li at Pivot Conference Oct 2011 Presentation Transcript