Developing A Social Strategy Webinar

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Altimeter Group Webinar "Developing A Social Strategy", February 24, 2010 by Charlene Li and Jeremiah Owyang.

Altimeter Group Webinar "Developing A Social Strategy", February 24, 2010 by Charlene Li and Jeremiah Owyang.

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  • hi.thanks for this site
    but I need a articel for data manager in social network. or
    how data saved in social network
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  • https://www.facebook.com/konzernTechnologies
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  • = ENTREPRENEURS WANTED =

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

    www.MyEntrepreneurCommunity.com

    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0"></param><embed src="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • As always, great stuff. Should be required reading.
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  • beautiful in its logic and simplicity
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  • http://www.flyertalk.com/forum/starwood-preferred-guest-429
  • http://www.flyertalk.com/forum/starwood-preferred-guest-429
  • Turning to social network MySpace and using publicly avail- able data, they searched for fellow bacon aficionados and found over 35,000 people mentioning bacon in their profiles (Qualman 2009). John and David reached out to these folks in order to gauge their interest in bacon-flavored salt. Their conversations ignited interest and, before a product was even created, people placed advance orders. Easily finding the right people in hefty numbers and leverage- ing social network communication tools, these guys created buzz that spread conversation outward; they remain committed to so- cial media today with presences on MySpace, Facebook, Twitter and YouTube.[1] http://www.jdfoods.net
  • While social media alone does not ensure reach, stories about this innovative project in traditional and digital media amplified project news, created awareness, spawned word of mouth and spurred participation. Ad Age reports that ‘in the two weeks starting Aug.3 2009, the site had 67,000 unique visitors who submitted 1,700 ideas, and more than 40,000 comments were posted on twitter’. As we write on October 18, 2009, the MIO site has garnered 6,683 ideas from 9,301 participants and 1,823 comments in seven categories – general, safety, design, propul- sion, ergonomics, materials and infotainment. [1] http://www.fiatmio.cc

Transcript

  • 1. Developing a Social Strategy
    Charlene Li
    Altimeter Group
    February 24, 2010
    1
    Jeremiah Owyang
    Altimeter Group
    #socialstrategy
  • 2. Research is the foundation of any strategy.
    Our first webinar (Part 1) of this series focused on how to use socialgraphics to create your own Engagement Pyramid.
    This webinar (Part 2) will focus on developing a social strategy based on business goals.
    The next webinar (Part 3) will explain how to get your company ready to execute a social strategy.
    A 3-part series
    2
  • 3. It’s not about the technologies
    3
  • 4. Focus on relationships, not technologies
    4
  • 5. Social Strategy
  • 6. Four goals define your strategy, but always start with learn
    6
  • 7. Learn with monitoring tools
    7
  • 8. Paid services provide monitoring
    8
    Other providers
    BuzzmetricsCymfony
    Dow Jones
    Scout Labs
    Techrigy/Alterian
    Visible Technologies
    From Radian 6
  • 9. Ethnographic research using Delicious
    9
  • 10. Dialog with your community
    10
  • 11. 11
    Curating
    Engagement Pyramid: Focus on Watching and Sharing
    Producing
    Commenting
    Sharing
    Watching
  • 12. At Southwest, a planner engages
    12
    This post received 98 comments over 10 days. In the future, everyone is a marketer.
  • 13. DellOutlet drives sales with Twitter
    13
  • 14. Kohl’s engages directly with customers
    14
  • 15. Help your members support each other
    15
  • 16. Wells Fargo Supports Customers
    16
    Ask Wells Fargo supports customers in real time –while keeping true to their bankers hours tradition. Rather than hide behind a logo, they use real human voices and names, increasing trust
  • 17. Premier Farnell supports engineers with community, and employees with “OurTube”
    17
  • 18. Starwood guests help each other
    18
    FlyerTalk has over 20,000 threads on the site, with up to tens of thousands of views each. Starwood guests are visiting the forum and finding answers, while Starwood collects market intelligence.
  • 19. Microsoft’s MVP Experts Support –and Advocate
    19
    Microsoft’s MVP programs nominates helpful customers and professionals once a year. This unpaid army supports other customers –and becomes community advocates
    * Disclosure: Microsoft is an Altimeter Client, learn more about our disclosure policy at http://www.altimetergroup.com/disclosure
  • 20. Innovate with customer feedback
    20
  • 21. Gauging interest for Bacon Salt
    21
    Makers of BaconSalt reached out to fans of bacon on MySpace to gauge interest in their new product. Baconaisse and bacon-flavored sunflower seeds were later created after listening to customer requests.
  • 22. Fiat gathers product and market intelligence
    22
    Contributors submit ideas, and can include pictures and embed videos. Fiat gets valuable ideas for features and design, and marketing and advertising.
  • 23. P&G used ratings & reviews to improve
    23
  • 24. Dell innovates across the organization
    24
    Use new listening platforms, identify in-house and external experts, and know and influence key people
  • 25. What to do first
  • 26. #1 Start small, start now
    26
    At the least, listen to learn
    Pick a goal
  • 27. Where to start? Align social with strategic goals
    27
    Examine your 2010 goals
    Pick one where social can have an impact
  • 28. 28
    #2 Understand the value
    What’s the value of a fan or follower?
    16,965 followers
    +4 million fans
  • 29. + Value of purchases
    - Cost of acquisition
    = Customer lifetime value
    + Value of new customers from referrals
    + Value of insights
    + Value of support
    The new lifetime value calculation, based on your goals
    • Percent that refer
    • 30. Size of their networks
    • 31. Percent of referred people who purchase
    • 32. Value of purchases
    • 33. Percent that provide support
    • 34. Frequency and value of the support
    + Value of ideas
  • 35. Find more fans with large networks
    Encourage fans to make more referrals
    Make decisions with metrics
    30
  • 36. #3 Prepare for new workflows
    Social technologies will disrupt traditional organization structures
  • 37. Organize for different types of openness
    32
  • 38. #4 Practice Open Leadership
    33
    When people get what they need from each other
    Have the confidence to let go and still inspire results
  • 39. 34
    Open Leadership
    Having the confidence and humility to give up the need to be in control, while inspiring commit-ment from people to accomplish goals.
  • 40. 10 elements of openness
    35
  • 41. Social + open = competitive advantage
    36
    +2,200 Best Buy employees answer questions sent to @twelpforce
  • 42. Plan to fail well – Wal-Mart case study
    37
  • 43. Buyer blog hit the right note
    38
  • 44. Build trust and manage risk
    39
    The Sandbox Covenant
  • 45. Like any relationship, the best ones are best on built on listening and understanding.
    Pick one goal and master that, then layer on more.
    When choosing a social strategy goal, align it with your business goals and those of your customers.
    Benchmark your progress based upon your business goals, not “engagement” data.
    Change your mindset: letting go will yield more results.
    Summary
    40
  • 46. 41
    41
    Thank you
    Charlene Li
    charlene@altimetergroup.com
    blog.altimetergroup.com
    Twitter: charleneli
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
  • 47. 42
    About Us
    Altimeter Group is a strategy consulting firm that provides companies with a pragmatic approach to disruptive technologies. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design.
    Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.