How to Spark A Conversation Revolution - AND Keep Your JobPresentation Transcript
How To Spark A Conversation Revolution — AND Save Your Job Charlene Li Founder, Altimeter Group Co-author of “Groundswell”
“ Markets are conversations.”
The Cluetrain Manifesto
“ Conversations are open-ended.”
David Weinberger, Co-author The Cluetrain Manifesto
How most marketing works
What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
Engagement Pyramid Focus on the bottom Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008
Edit a wiki
Moderate a forum
Write in a blog – 21%
Upload a video – 18%
Rate a product or service
Comment on a blog post
Write in a discussion forum
Share online video – 37%
Update profile – 35%
Upload photos – 23%
Watch online video – 59%
Read blogs – 48%
Download podcasts – 23%
Start with clear goals
Oracle’s big gamble Oracle put a roadblock on its own home page to encourage feedback/ideas Executives participated in the online community
Let’s talk about taxes
Wells Fargo Wachovia Blog
Dialog with Frank Eliason, Comcast
Dawn supports with reviews
Starbucks innovates with customers 50 employees participate in the process, representing every department
Getting Started a.k.a. Convince the Curmudgeon
#1 Assess your company
How open is your culture?
Where do conversations naturally take place today?
What barriers can you simply not cross?
How thick or thin is your “corporate membrane”?
“ Who owns community?” is really three questions Who will pay for the efforts? Who benefits the most? Who is best able to run the project? Who is closest to the audience? Who can inspire and lead? Who can clear the roadblocks?
#2: Start small Experiment Listen first
#3 Use the right metrics Your goals determine your metrics Use the same metrics as your marketing goals
Example “micro” metrics
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
#4: Get the help you need See a list at wiki.altimetergroup.com
How to find good help
Focuses on relationships, not campaigns.
Uses social media successfully themselves.
Commits resources to learning and training.
Has learned from their mistakes.
Respects and is humbled by the medium.
#5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.