Stitching Marketing Congress: Thriving in Turbulent Times
 

Stitching Marketing Congress: Thriving in Turbulent Times

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Stitching Marketing Conference 2009 presentation on December 5, 2009 in Ghent, Belgium, "Thriving In Turbulent Times With The Help Of Your Friends"

Stitching Marketing Conference 2009 presentation on December 5, 2009 in Ghent, Belgium, "Thriving In Turbulent Times With The Help Of Your Friends"

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  • 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.
  • http://flickr.com/photos/kantor/2279534438/
  • http://www.scribd.com/doc/22637781/ASOS-com-Launches-Twitter-Feedback-and-Reviews-Site-asosreviews-com
  • 8243 name suggestions41387 registered for updates848K unique visitors to site1.2million visited live birth
  • “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.”What’s stopping you?“I’m afraid of losing control.”

Stitching Marketing Congress: Thriving in Turbulent Times Stitching Marketing Congress: Thriving in Turbulent Times Presentation Transcript

  • 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
  • Thank You
    Charlene LiAltimeter Group
    charlene@altimetergroup.com
    blog.altimetergroup.com
    Twitter: @charleneli
    For slides, send an email to
    slides@altimetergroup.com
    33
    Copyright © 2009 Altimeter Group