Seminarium Peru Speech by Charlene Li

1 Creating A Successful Social Business Marketing Strategy15 November 2012Charlene Li@charleneli

7 Elements of a Coherent Social Strategy Understanding Business Goal Long-term Vision Strategy Roadmap Customers Alignment Organization & Resources, People Risk Management Governance and Skills© 2012 Altimeter Group

12 Vision Statements Ford’s Social Strategy Vision: To humanize the company by connecting constituents with Ford employees and with each other when possible, providing value in the process.© 2012 Altimeter Group

13 #4 Strategic framework to guide strategy • Learn: What can be learned from customers and community • Dialog: The nature of our Dialog interactions with customers • Support: How to provide Support support via social channels Learn • Advocate: How to build Advocate advocacy among customers and community • Innovate: Using customer and Innovate community to drive innovation© 2012 Altimeter Group

14 Analyze initiatives to identify long-term gaps in readiness, as well as immediate opportunities 5.0 High Value, Poor Capability High Value, Highly Capable Immediate Gaps identified in opportunities 4.0 organizational Overall Program Value identified for short- readiness to plan term roadmap long-term execution 3.0 Low Value, Poor Capability Low Value, Highly Capable Track for changes 2.0 in value and Track for changes organizational in value over time readiness over time 0.0 0.0 2.0 3.0 4.0 5.0 Organization Capability (Readiness)© 2012 Altimeter Group

15 Prioritize Initiatives by Value Created and Capabilities in Place to Execute Value of Initiatives vs. Capability to Execute 5.00 Support 1 Dialog 1 Learn 1 Support 2 Innovate 2 Innovate 1 Advocate 2 4.00 Advocate 1 Support 3 Support 5 Innovate 2 Learn Learn 2 Support 6 Advocate 3 Innovate 3 Support 4 Dialog Overall Initiative Value Advocate 5 Advocate 4 3.00 Learn 3 Support 7 Dialog 3 Dialog 2 Support Dialog 6 Dialog 4 Advocate 6 Advocate Support 8 Learn 4 Innovate Dialog 5 2.00 1.00 0.00 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 Organizational Capability (Readiness)© 2012 Altimeter Group

Example: Social Business Initiatives, organized 16 by Goals into a 3 Year Roadmap Now – 6 6-12 12-18 18-24 24-30 30-36 Category Initiative months months months months months months Create greater loyalty to drive sales Advocate Initiative Support Initiative Advocate Initiative Advocate Initiative Advocate Initiative Increase share in SMB market Learn Initiative Dialog Initiative Dialog Initiative Advocate Initiative Create four new products Innovate Initiative Innovate Initiative Learn Initiative Reduce customer service costs Learn Initiative Dialog Initiative Support Initiative Support Initiative Support Initiative© 2012 Altimeter Group

20 Example: Governance for Programs Launch Initiate & Develop Educate & Review Program Monitor BU develops the program (R) BU launches the program (R) CoE reviews BU decides it needs against guidelines program (R) (A) CoE monitors & measures for impact, suggests CoE checks if improvements (C) CoE provides minimum education if requirements are needed (C) CoE provides met (A) education on guidelines (R) CoE provides education if needed (C) Legal informed about the program (I)© 2012 Altimeter Group

34 How Intel paid Influencers to ignite earned, and drive traffic back to owned 121 Pieces of content created by influencers 24Influencers commissioned to create content 1.1m Social interactions The company paid influencers to share content 9,314 Average actions per Across their piece of content networks© 2012 Altimeter Group

35 Intel‘s iQ Social Publishing an industry first for integrated media curation The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.© 2012 Altimeter Group

37 Intel among the first to reorganize… merging social media team with global media team “Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”© 2012 Altimeter Group

54 Marketing in The Era of Social Technologies15 November 2012Charlene Li@charleneli

63 Paid services provide monitoring Other providers: Attensity Converseon Crimson Hexagon Lithium NetBase Networked Insights NM Insite Topsy Simply Measured Sysomos Visible Technologies And many others From Salesforce Radian6© 2012 Altimeter Group

64 Radian6 powers Dell‘s Social Media Listening Command Center Dell uses Salesforce Radian6 to power its social media monitoring of over 25K customer conversations on the social web.© 2012 Altimeter Group

70 Have continuous, not episodic, dialog Boeing launched this blog as ―an experiment‖ in 2005. Randy Tinseth, VP of Marketing, posts about the company and its planes in a conversational and personal manner.© 2012 Altimeter Group

73 Implementation from corporate to local: How Farmers can transmit knowledge to the local level Applebees social strategist trained Corporate in-person on tool, developed strategy with insights Strategist trains entire field marketing team (responsible for Regional company and franchise markets) Corporate holds 90 min training Local sessions in regional meetings for all local restaurant managers© 2012 Altimeter Group

79 GiffGaff mobile customers rewarded for support activities through payback system GiffGaff, a small UK-based mobile virtual network operator with only 14 employees, has no call center. Instead, the community receives pre-pay credits and badges for contributions. The community answers 50% of customer questions. The average response time is 3 minutes.© 2012 Altimeter Group

83 5-Phase Approach: Formalizing an Advocacy Program Phase 1: Phase 2: Phase 3: Phase 4: Phase 5: Get Ready Identify Build Amplify Foster Internally Advocates Relationships Voices Growth© 2012 Altimeter Group

85 2 Staff Sample: Program Size Ratio: 1:100 Ratio of Dedicated Staff to # of Advocates 200 Scale in efficacy as program matures, due to specialized and more 150 efficient staff; optimized processes; as well as the types of programs 1.5 Staff # of Advocates Ratio: 1:50 which are initiated. 100 200 .75 Staff Ratio: 1:33 50 75 25 0 Year 1 Year 2 Year 3 #socialadvocate© 2012 Altimeter Group

86 Sample: Advocate Contributions 1. Term length: 1 year 2. Post blog badge 3. Participate in private advocate community – X times per month TBD 4. Post original blog content – X times per quarter TBD 5. Participate in existing communities, e.g. answering support questions – X times per quarter TBD 6. Provide customer experience feedback and advocacy program feedback – X times per quarter TBD, or on as needed basis #socialadvocate© 2012 Altimeter Group

87 Sample: Advocate Benefits Recognition Access Community Schwag 1 consumer Featured in Private Monthly gift events per campaigns community basket year Content 1 pre- Dedicated aggregation briefing per community on website year manager National Blog badge events case by case #socialadvocate© 2012 Altimeter Group

93 Starbucks involves 50 people around the organization in innovation Tens of thousands of customers have submitted, commented, and voted on ideas at My Starbucks Idea. As of March 2012, more than 200 have been implemented.© 2012 Altimeter Group

“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.” - Marc Benioff, CEO of Salesforce.com© 2012 Altimeter Group 2010

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Seminarium Peru Speech by Charlene Li

by Charlene Li on Nov 20, 2012

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