Philippines AdCongress speech by Charlene Li

Harnessing The Power Of Social Media
Charlene Li
Altimeter Group
Twitter: @charleneli
Email: charlene@altimetergroup.com

It’s about RELATIONSHIPS

Four goals define your Strategy

Track brand mentions with basic tools
What would happen if every employee could learn from customers?

Nescafe Philippines uses Facebook fans’ insights to improve service
Facebook fans become market research and survey data

Your customers want to be “known”
I walk into my local grocery store

The store knows it’s me
Social check-ins (Four Square, Yelp, Facebook Places)
Near Field Communications

I get coupons to use right away

And connect my phone to in-store GPS shopping cart

Define Your Strategy With Goals

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

Boeing uses blogs to engage

Kohl’s updates reach 5.7M customers

Timely content and the power of sharing
Potential reach of 7,500 engagements is over 1 million people. What would it cost to do this with traditional media?

Cathay Pacific provides customer support on Twitter and Facebook

How DellOutlet drives sales with Support

Solarwinds’ community is strategic

P&G uses reviews to improve products

ModCloth has customers merchandise new products

Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been implemented

Leaderships means having followers
“ Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge”

Open Leadership
Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group

Traits of Open Leaders
Authenticity Transparency

How Best Buy created Open Leaders

Barry’s first post

Retailer Best Buy has 2,500 employees providing support via Twitter

#1 Align social with key Strategic Goals
Examine your 2011 & 2012 goals Pick ones where social will have an impact Start small , but now

#2 Create a Culture of Sharing

Softbank CEO shares openly, frequently

#3 Discipline is Needed to Succeed
Assess the message Adapted from US Air Force Comment Policy © 2011 Altimeter Group Take reasonable action to fix issue and let customer know action taken Evaluate the purpose Unhappy Customer? Dedicated Complainer ? Comedian Want-to-Be? Negative Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Positive Can you add value? Respond in kind & share Thank the person Yes No Do you want to respond? No Response No Yes

Climb the Social Business Hierarchy of Needs

Five ways companies organize around social media

#4 Ask the Right Questions about Value
“ We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group

#5 Master the Art of Failure
No relationships are perfect Google’s mantra: “ Fail fast, fail smart ” © 2011 Altimeter Group

It’s about RELATIONSHIPS

Charlene Li [email_address] 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 © 2011 Altimeter Group

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Philippines AdCongress speech by Charlene Li

by Charlene Li on Nov 20, 2011

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