Social Media Marketing Summit Keynote, Oct. 1 2008

Social Media For Business Charlene Li Altimeter Group

Is this what social media is about? Source: Wordle.net

It’s about the relationship

Agenda
How is marketing changing?
What are some best practices and pitfalls?
How should you get started?

You’re not alone Source: Wordle.net

What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal

How to create a social strategy

How to think about your audience Edited a wiki Moderate a forum Not active Used social networking sites – 29% Tagged online content – 28% 3 Shared something online that you created – 21% Percent of online adults that have ever done this activity Source: Pew Internet & American Life Project, May 2008, Dec 2007 1 , Sept 2007 2 , or Dec 2006 3 Watchers Sharers Commenters Producers Curators Created/worked on a blog – 12% Remixed content – 11% Rated a product, service or person – 32% 2 Commented about a product – 30% 2 Commented on a newsgroup or site – 22% Watched YouTube videos – 52% Read blogs – 42% Downloaded podcasts – 19%

Agenda

Be clear on your target goal Learn Dialog Spark Help Innovate

Learn by listening

Oracle’s big gamble

H&R Block started a dialog on taxes

Providing tax advice on Facebook

Dialog with Frank Eliason, Comcast

Frank helped me out, and quickly

Skittles sparks with engagement

Helping the groundswell support itself

Intuit taps community for support

Starbucks innovates with the groundswell

And then closes the loop

Wal-mart’s many (failed) attempts

Buyer blog hit the right note

Real people are behind the blog

Agenda

How will you begin your revolution?

Meet some revolutionaries Steve Bendt & Gary Koelling Wells Fargo Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block

Revolutions start small Set your goal Listen first Get help

Don’t do this alone 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.

The nitty gritty details of the action plan
Who needs to buy into the plan?
Who will “own” the community?
What’s the right level of engagement (corporate vs. audience vs. product)?
How will we deal with negative comments and customer service issues?
How much should we spend?

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

Revolutions require intestinal fortitude

Summary
Determine the kind of relationship you want to have with your audience.
Start small with one simple goal.
Reach out and get the help that you need.
Marshall corporate commitment to move on from the mistakes you’ll be making.

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Social Media Marketing Summit Keynote, Oct. 1 2008

by Charlene Li on Oct 01, 2008

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Social Media Marketing Summit Keynote, Oct. 1 2008 — Presentation Transcript