The Role Of Social Media In The Organization

The Impact Of Social Media In Your Organization
Charlene Li
Altimeter Group
December 3, 2009
For slides, send an email toinfo@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 commitment
When people get what they need from each other

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

It’s about relationships

A culture of sharing
7

10 Elements of Openness
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Explaining strategic decisions
9
Open book management
Managing leaks

Updating with every day stuff
10

Conversing: Vodafone on Facebook
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Open Mic: When people contribute
12

Crowdsourcing new Walkers flavour
13

Platform extends Guardian’s data
14
Database of nuclear arms’ location

Decision-making models
15
Centralized
Democratic
Distributed
Consensus

Theme
Social will be like air

Facebook Connect extends
17
See what friends read/comment on

Your site as you know it
18

Your site with Google Sidewiki
19

Reviews from people I know
Note: This is a mock-up, not an actual product
Source: Razorfish

New ways of targeting
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Demographic
Geographic
Psychographic
Behavioral
Socialgraphic

Getting Started
22

#1 Goals define your open strategy

Learning humanizing customers
24

Plan dialog with the Engagement Pyramid
Curators
Producers

Ritz-Carlton exemplifies service
26

Starbucks innovates across the organization

#2 Understand the benefits of openness
28
“We tend to overvalue the things we can measure, and undervalue the things we cannot.”
- John Hayes, CMO of American Express

Fans have value only if they do something
Buy more Coke
Tell others how much they love Coke
4 million fans
29

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
31
Find more fans with large networks
Encourage fans to make more referrals

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

#3 Build trust and manage risk
The Sandbox Covenant

#4 Orchestrate openness
34

Create new workflows
i.e. Customer service monitors and responds to tweets directly

Organizational models for openness
36

#5 Find and nurture Open Leaders
Collaborative
Independent
Pessimist
Optimist

#6 Plan to fail well
38
Identify the top 5-10 worst case scenarios.
Encourage risk taking and forgive failures.

New rules of open leadership
39

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The Role Of Social Media In The Organization

by Charlene Li

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