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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.