Your SlideShare is downloading. ×

Philippines AdCongress speech by Charlene Li


Published on

Speech by Charlene Li at the Philippines AdCongress, November 17, 2011 in Camarines Sur, Philippines

Speech by Charlene Li at the Philippines AdCongress, November 17, 2011 in Camarines Sur, Philippines

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide
  • 12 blog posts, customer response teams included link to all of the 12 posts.
  • Cebu Pacific is a major Asian airline, particularly with the Philippines (more detailed case example to come in the deck)
  • Here is an interesting way Nescafe is using their Facebook fans…as a survey group – the way they solicit responses? Like any market research firm, incentives. They give their Facebook fans points for interacting with the pages’ different apps. And users can redeem this points for products and swag. Really thoughtful and effective way to engage an audience AND improve product. For every engagement, there is a point. Used the fan page, if you want to earn more points, answer a survey and get 50 points. Survey quarterly, regularly. First wave. Presenting the results of the insights. 70-80% who answered, because of engaging, they like the brand more and they are purchasing more.
  • Here is the power of timely and sharable content on Facebook with a popular brand. Not only does Nescafe Philippines distribute information that the audience wants to hear (given the amount of likes, comments, and frequency thereof) – the power of particularly timely content, like the Pacquiao fight…shows the power of dissemination. At the time of writing this: 1902 comments + 5340 likes + 478 shares = 7720 engagements x 138 friends (Facebook users avg friends) = a social footprint (or “reach”) of 1,065,360 – which is about 30% more than the page’s Fan count! This is truly a powerful way to spread ideas, campaigns, company and product information, and wins. This post, while small, is a big win for Nescafe, and likely resulted in a significant uptick of fans. If this presentation is about the power of social and importance in the marketing budget…ask a direct marketer how expensive it is to buy 1 million impressions.
  •!/cathaypacific Cathay Pacific uses their Twitter channel for customer support. They triage major service issues to the appropriate phone lines, address problems publicly then handle them privately – in a 1 on 1 basis. It’s no coincidence that airlines are particularly embracing customer support on social channels. People like to talk about when they’re traveling. There’s a lot of down time in the airport, on the tarmac, etc – which is the time to reach for Twitter and talk about something. We saw this with South American airlines, with European Airlines, with US based airlines – and they’re all seeing improved, tangible results. It only makes sense as consumer adoption of social grows in Asia, that these airlines focus on these vocal customers as well. It’s a new channel of support for Asia. They also have a robust presence on YouTube, with over 1 MILLION upload views across 86 videos. Clearly, they’re committed to consumer facing social content (making video isn’t easy!): Here are some additional links to innovative marketing campaigns Cathay Pacific is doing to engage and solicit content from the crowd, socially: Facebook app and contest: Facebook contest signifying Cathay’s willingness to be OPEN: (the goal is to blend beautiful things from two cities. Best rendition wins tickets (like Chicago and Hong Kong).
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  •!/masason – page 23 According to this Burson-Marsteller study, Japanese companies are slow to adopt social for corp comm, specifically. They continue to think social is for consumer marekting. Masayoshi Son, Ceo of Softbank (telecom co.) clearly breaks this trend with his more than 1.2 million followers – where he talks about company news and gathers feedback on its services. He also talks about his private life, politics, business, etc.
  • Define how open well.
  • Transcript

    • 1.
      • Harnessing The Power Of Social Media
      • Charlene Li
      • Altimeter Group
      • Twitter: @charleneli
      • Email:
    • 2.
    • 3. OUT of CONTROL? © 2011 Altimeter Group
    • 4. © 2011 Altimeter Group
    • 5. © 2011 Altimeter Group
    • 6.
      • It’s about RELATIONSHIPS
      © 2011 Altimeter Group
    • 9.
      • Four goals define your Strategy
    • 10.
      • Track brand mentions with basic tools
      What would happen if every employee could learn from customers?
    • 11.
      • Nescafe Philippines uses Facebook fans’ insights to improve service
      Facebook fans become market research and survey data
    • 12.
      • Your customers want to be “known”
      I walk into my local grocery store
    • 13.
      • The store knows it’s me
      • Social check-ins (Four Square, Yelp, Facebook Places)
      • Near Field Communications
    • 14.
      • I get coupons to use right away
    • 15.
      • And connect my phone to in-store GPS shopping cart
    • 16.
      • Define Your Strategy With Goals
    • 17.
      • Conversations, not messages
      • Human, not corporate
      • Continuous, not episodic
      • The New Normal
    • 18.
      • Boeing uses blogs to engage
    • 19.
      • Kohl’s updates reach 5.7M customers
    • 20.
      • 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?
    • 21.
      • Define Your Strategy With Goals
    • 22.
      • Cathay Pacific provides customer support on Twitter and Facebook
    • 23.
      • How DellOutlet drives sales with Support
    • 24.
      • Solarwinds’ community is strategic
    • 25.
      • Define Your Strategy With Goals
    • 26.
      • P&G uses reviews to improve products
    • 27.
      • ModCloth has customers merchandise new products
    • 28.
      • Starbucks involves 50 people around the organization in innovation
      Over 100 ideas have been implemented
    • 31.
      • Leaderships means having followers
      “ Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge”
    • 32.
      • 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
    • 33.
      • Traits of Open Leaders
      Authenticity Transparency
    • 34.
      • How Best Buy created Open Leaders
      © 2011 Altimeter Group
    • 35.
      • Barry’s first post
    • 36.
      • Retailer Best Buy has 2,500 employees providing support via Twitter
    • 39.
      • #1 Align social with key Strategic Goals
      Examine your 2011 & 2012 goals Pick ones where social will have an impact Start small , but now
    • 40.
      • #2 Create a Culture of Sharing
    • 41.
      • Softbank CEO shares openly, frequently
    • 42.
      • #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
    • 43.
      • Climb the Social Business Hierarchy of Needs
    • 44.
      • Five ways companies organize around social media
    • 45.
      • #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
    • 46.
      • #5 Master the Art of Failure
      No relationships are perfect Google’s mantra: “ Fail fast, fail smart ” © 2011 Altimeter Group
    • 47. Create Sandbox Covenants © 2011 Altimeter Group
    • 48.
      • It’s about RELATIONSHIPS
      © 2011 Altimeter Group
    • 49. Charlene Li [email_address] Twitter: charleneli For slides, send an email to For more information & to buy the book visit © 2011 Altimeter Group