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Stanford Breakfast: Creating Winning Social Media Strategies

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Presentation by Charlene Li at the Stanford Breakfast Briefing Series, Wednesday, September 9, 2009

Presentation by Charlene Li at the Stanford Breakfast Briefing Series, Wednesday, September 9, 2009

Published in: Business, Education, Technology

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  • Engaging a community has typically meant creating and polishing a message that will result in an action. And you push, nay, SHOUT it out. And if they didn’t hear it and act on it the first time, you shout it again, with greater frequency and greater reach. Worst of all, you can’t see the people behind these messages. It’s been so crafted and controlled, that the people are beaten out of them. Worse, when they are shouting they can’t listen. Here’s an example.
  • He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
  • http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
  • When you think of social technologies, you often think about these buzzwords. But that’s not what is important. What is important is relationships and the connections that are made with them. But there’s an upside, if you know how to tap into the power of the Groundswell. Here’s the secret. It’s about the relationships
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
  • Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?
  • Source: Screenshot taken from demonstration
  • Hp
  • Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
  • 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”.
  • http://flickr.com/photos/kantor/2279534438/
  • Transcript

    • 1. Creating Winning Social Media Strategies
      Charlene Li
      Altimeter Group
      September 9, 2009
      For a copy of slides, send an email to info@altimetergroup.com
    • 2. What engagement often looks like today
      2
    • 3. Meet Dave Carroll
      Source: davecarrollmusic.com
    • 4.
    • 5. Welcome to the Groundswell
      5
      When people get what they need from each other
      A power shift, catalyzed by social technologies
    • 6. Technologies can be confusing
      Source: Wordle.net
    • 7. It’s about the relationship
    • 8. Focus on relationships, not technologies
      What kind of relationship do you want?
      Transactional
      Occasional
      Impersonal
      Short-term
      Passionate
      Constant
      Intimate
      Loyal
    • 9. Goals define your strategy
    • 10. Always start with Learn
    • 11. Learn with monitoring tools
    • 12. Radian6 enables learning organizations
    • 13. How Oracle encouraged feedback
      13
    • 14. Dialog with your community
    • 15. The Engagement Pyramid
    • 16. HP actively encourages sharing
    • 17. At Southwest, a planner talks
      Post received 98 comments over 10 days
      In the future, everyone is a marketer
    • 18. Driving sales with Twitter
    • 19. Help your members support each other
    • 20. Comcast provides support via Twitter
    • 21. Goals define your strategy
    • 22. Starbucks innovates across the organization
    • 23. Getting started
      What’s stopping you?
      “We don’t have the time, money, or people.”
      “People will abuse it.”
      “Our boards/volunteers are short-term focused.”
      “IT/Legal won’t let us.”
      “I’m afraid of losing control.”
    • 24. #1 Start small, start now
      Audience
      Goal
      Revolutionary
    • 25. Deal with different mindsets
      Find the “moments of truth” and “moments of crisis” for each mindset
    • 26. Wal-mart failed many, many times before they figured it out
    • 27. #2 Measure the right things
      Your goals determine your metrics
      Use the same metrics as your strategic goals
    • 28. Example “micro” metrics
    • 29. Higher order metrics to consider
      Net Promoter Score
      How likely are you to recommend this to someone you know?
      Lifetime Value
      Lifetime revenue
      Cost of acquisition
      Cost of retention
      Customer referral value (CRV)
    • 30. #3 Give up the need to be in control
      Photo: Kantor, http://www.flickr.com/photos/kantor
    • 31. Deciding how open to be
      31
    • 32. How to give up control and be in command
      The Sandbox Covenant
    • 33. The Red Cross handbook/policies help keep order
      http://sites.google.com/site/wharman/social-media-strategy-handbook
    • 34. Summary
      Focus on the relationships, not the technologies
      Start by learning from the conversations
      Prepare to let go …
      … of the control you never had
    • 35. Thank You
      Charlene LiAltimeter Group
      charlene@altimetergroup.com
      blog.altimetergroup.com
      Twitter: @charleneli
      For slides, send an email to
      info@altimetergroup.com
      35
      Copyright © 2009 Altimeter Group