Stitching Marketing Congress: Thriving in Turbulent Times

Thriving In Turbulent Times With The Help Of Your Friends
Charlene Li
Altimeter Group
5 December 2009
Twitter: #SMC2009
For a copy of slides, send an email to slides@altimetergroup.com

Meet Dave Carroll
Source: davecarrollmusic.com

Success in the groundswell requires Open Leadership
4
Have the confidence to let go and still inspire results
When people get what they need from each other

It’s about relationships

6
A culture of sharing

Open LeadershipHaving the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals.
Photo: Kantor, http://www.flickr.com/photos/kantor

Goals define your strategy

Always start with Learn

Learn with monitoring tools

Asos encourages “tweet-back”
11

Dialog with your community

The Engagement Pyramid

Vodafone UK engages on Facebook
14

Baby-Olifant.be created a relationship
15

Engagement scores of 100 brands
16
+18% revenue
+15% gross margin
growth
+5% revenue
+3% gross margin
growth
+10% revenue
+1% gross margin growth
-6% revenue
-11% gross margin growth
Source: EngagementDB.com

Help your members support each other

Premier Farnell supports engineers and employees with “OurTube”
18

Providing support via Twitter
19

Reviews from friends support sales
Note: This is a mock-up, not an actual product
Source: Razorfish

Goals define your strategy

Starbucks encourages ideas
22

Crowdsourcing new Walkers flavour
23

Getting started

#1 Start small, start now
Understand audience “Socialgraphics”
Set a clear goal

#2 Understand the benefits of openness
“We tend to overvalue the things we can measure, and undervalue the things we cannot.”
- John Hayes, CMO of American Express
26

Fans have value only if you do something with them.
Buy more Coke
Tell others how much they love Coke
4 million fans
27

Use metrics to manage openness
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)

Making decisions with metrics
Find more fans with large networks
Encourage fans to make more referrals
29

#3 Build trust and manage risk
The Sandbox Covenant

#4 Plan to fail well
Identify the top 5-10 worst case scenarios.
Encourage risk taking and forgive failures.
31

New rules of open leadership
32

http://blog.businessquests.com	293
http://alexpapa.blogs.com	267
http://www.bnox.be	49
http://www.businessquests.com	22
http://vint.sogeti.nl	14
http://flavors.me	9
http://www.slideshare.net	6
http://www.iweb34.com	5
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http://www.alexpapa.blogs.com	2
http://www.people-vision.com	1
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Stitching Marketing Congress: Thriving in Turbulent Times

by Charlene Li

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