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

“ Markets are conversations.”

The Cluetrain Manifesto

“ Conversations are open-ended.” David Weinberger, Co-author 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%

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”?

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.

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.

Wal-mart failed many, many times

Buyer blog hit the right note

Photo: Kantor, http://www.flickr.com/photos/kantor

An essential tool to have

Summary Determine the kind of relationship you want to have with your audience. Start the conversation slowly, with one simple goal. Plan for a transformation of your organization.

Determine the kind of relationship you want to have with your audience.

Start the conversation slowly, with one simple goal.

Plan for a transformation of your organization.

May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group