Social Media Marketing-Brazil

Creating Winning Social Media Strategies
Charlene Li
Altimeter Group
Twitter: @charleneli
Email: charlene@altimetergroup.com
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OUT ofCONTROL?
© 2011 Altimeter Group

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How to give up control
but still be in command

It’s about RELATIONSHIPS

STRATEGY
ORGANIZATION
PREPAREDNESS

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Four goals define your Open Strategy

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

Shoppers want to be “known”
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I walk into the store
Store knows it’s me
Give me offers
And plans my visit

Engagement Pyramid
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Engagement Pyramid Data
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Source: Global Wave Index Wave 2, Trendstream.net, January 2010

People in B2B use social media for work
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Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393)

Define Your Strategy With Goals
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Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal
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Boeing uses blogs to engage
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And then tweets to amplify
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L’Oreal Paris Brasil facilitates engagement with individual attention
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Oral-B Brasil follows L’Oreal’s lead…

The Central Bank of Brazil shares articles on twitter
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Kohl’s engages directly with customers
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Also encourage dialog inside the company

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How DellOutlet drives sales with Support
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Solarwinds’ community is strategic
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Premier Farnell supports engineers with community, and employees with “OurTube”
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Twitter must adjust to account for Brazil’s explosive growth
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Avianca takes an integrated approach at improving the customer experience
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Brazilian politicians provide campaign support via Twitter
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Brazilian politicians provide campaign support via Twitter
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Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been implemented

P&G goes outside for innovation
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P&G made outside-in innovation a priority

P&G developed technology from diaper research
Reached out to competitor Clorox to form a new joint venture
Helped Glad become Clorox’s second largest brand
Success story: Glad Press’n Seal
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Fiat Mio, the world’s first crowdsourced car
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Mio by the numbers
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ModCloth has customers merchandise new products
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STRATEGY
ORGANIZATION
PREPAREDNESS

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

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

Traits of Open Leaders
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Authenticity
Transparency

Transparency as an imperative
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How Best Buy created Open Leaders
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Barry’s first post
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Retailer Best Buy has 2,500 employees providing support via Twitter
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Open Leadership
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Having the confidence and humility to give up the need to be in control,
while inspiring commitment from people to accomplish goals
Openness audit at http://bit.ly/opennessaudit

Developing Open Leaders

“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

STRATEGY
ORGANIZATION
PREPAREDNESS

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

#2 Create a Culture of Sharing
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Blogs establish thought leadership
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CEO Richard Edelman has been blogging consistently since September 2004.

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

No relationships are perfect
Google’s mantra:“Fail fast, fail smart”
#4 Master the Art of Failure
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Create
Sandbox
Covenants

It’s about RELATIONSHIPS

Charlene Li
charlene@altimetergroup.com
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

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Social Media Marketing-Brazil

by Charlene Li

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