Inspired by some of the brightest thought-leaders in social media, this deck explores how to increase social media ROI using Gladwell's tipping point framework: the right people, a sticky idea, the ...
Inspired by some of the brightest thought-leaders in social media, this deck explores how to increase social media ROI using Gladwell's tipping point framework: the right people, a sticky idea, the right context. It is designed for on-line viewing without having to be presented in person. Enjoy!
Peter Chee, Entreprenuer at ThinkspaceThis is the best deck I've seen in a long time on this topic. Colleen I'd love to have you present this sometime to my members!
Increasing Social Media ROI Using Gladwell’s Tipping Point FrameworkPresentation Transcript
ediaRKroi
si ng so cial mRAMEWO
creaGLADWELL’S TIPPING POIN
in G TF
- Colleen
Carrington
USIN
Why Gladwell’s Tipping Point Framework?
“Gladwell’s theories could be used
to run businesses more effectively,
to turn products in to runaway bestsellers,
and perhaps most important,
to alter human behavior.”
- New York Times
Agreed.
Everyone is getting connected
3 out of 4 adults use social networks
Source: Pew Research
Why?
Maslow knew
Oh, and there’s that other thing
76% of people think advertisers LIE
Source: 2009 Yankelovich Study
Most trusted advertising
1. Recommendations from friends
2. Other people’s opinions online
3. Company websites
4. Editorial content (news articles)
5. Brand sponsorships
Source: Neilsen Online Global Consumer Study, April 2009
Friends like to get recommendations from friends ...
and to read other people’s opinions online
With hundreds of millions of people on social networks
spe nd
r ket ing
mTaE RISE
dia ON H
ial me
soc IS
2014
$3.1 Billion
2010
$9.3 million
Source: Forrester Research
BUT
DID YOU
KNOW
?
By 2010,
half of companies
with an
online community
will fail
to manage it as an
agent of change,
ultimately
eroding
customer value
Source: Gartner Group
Why?
Rushing in
without
clearly defined
benefits
for both the
company and
the customer
will be the
biggest cause of
failure.
Source: Gartner Group
Those who fail to plan (mutual benefits),
plan to fail.
‘Agent of Change’ Success Story
Ford Fiesta Movement
• founded on fair trade
(free Fiesta & gas for 6 months in return
for one video posted per month)
• both the brand and
the agent were
giving and getting
• gift economy approach
• happier, more productive, more
symmetrical relationship
Source: Bud Caddell, Undercurrent
Sensational Results
• 100 Ford Fiesta Agents
• 6.5 million YouTube views
3.4 million impressions on Twitter
670,000 photo views on Flickr
• 50,000 requests for info from non-
Ford owners
• Sold 10,000 units in the first six
days of sales
• Fraction of the cost of typical
national TV campaign
Source: Scott Monty, Ford, and Bud Caddell, Undercurrent
To reach a
social media tipping point
focus planning on
three key areas
Gladwell’s
Framework
1. th
e rig
2. a ht pe
stick ople
3. th y ide
e rig a
ht co
ntex
t
Gladwell’s
Framework
1. th
e rig
2. a ht p
stick eop
3. th y ide le
e rig a
ht co
ntex
t
How well do you know your customers?
DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORS GEOGRAPHICS
Where are they spending their time?
Top Social Sites: Estimated Monthly Traffic
150
112.5
75
Millions
37.5
0
Wordpress Facebook YouTube MySpace Blogger LinkedIn Twitter
Blogs Blogs
Source: Carrington (chart), Quantcast (data), May 2010
Are they ... ?
connectors know lots of people
mavens know about things
convince us to
salespeople use information in a
certain way
Source: Malcolm Gladwell, The Tipping Point
Online Behavior
Social Technographic Profiles
n
fol ks ca rs
Th ese e othe
c
Creators 24% in fluen
answer questions, create new content
Critics/Editors 37%
provide feedback, ideas, insight
Joiners/Connectors 51%
amplify conversations and WOM
Collectors 21%
organize, tag, rate, rank and moderate
Spectators 73%
listen/watch
Inactives 18%
do nothing
0% 20 % 40 % 60 % 80 %
Source: Groundswell 2009 general population data merged with Ant’s Eye View’s classification system
Who are your Influencers?
Source: Jake McKee
Find, thank and energize your Influencers
They are your ‘Agents of Change’
Example: The Power of Many
Microsoft MVP Program Numbers: 2008
Independent Experts Real World Answers
The Microsoft MVP award recognizes exceptional technology community
leaders who foster the free and objective exchange of knowledge by
actively sharing their real world expertise with users and Microsoft.
Selection Benefits The Numbers
• Recognized • Relationship • 4000+ MVPs
• Credible • Early access • 90+ Countries
• Annual in scope • Private & peer • 90+ Products
• Global connections • 7000+ bugs (Vista/012)
• Community & Microsoft • Global summit, industry • 500+ product reviews
nominated & local events • 70% author, speak, blog
• Reputation & brand • 1M+ answers (NG/Forum)
Source: Ant’s Eye View
Example: The Power of One
Influencer: Rich Marcotte, ‘The Mayor of Southwest’
• Flew 200 times a year
for 9 years
• Was recognized
and thanked
• Brand enthusiast
• Rich evangelized ...
~ 9000 customers
Source: Ben McConnell / Jackie Huba
Influencers
can help calm th
e waters
when there is a s
torm
I'm Too Fat to Fly So
uthwest?!
Kevin Smith
How do you find your influencers?
Top
commercial
listening
platforms
How do you find your influencers?
Free Social Mention
listening Alterian SM2
platforms Alltop
Technorati
Google Reader
Google Blogsearch
Google Alerts
Twitter Search
Twitter Analyzer
BackType
Other types of influencers?
• journalists
• analysts
• bloggers
• employees
Personas
Proven to increase effectiveness
of user-centered design &
communications
• Develop a persona for each segment of target
market, prioritize
• Analyze online behavior within each persona
Source: Long 2009
Primary Persona Example
For Ford Fiesta
Meet Eric:
• Generation Y
• young US adult Eric wants:
• tech savvy • a small, fuel efficient car with all the
• has aversion to status quo cool technology of full-sized more
• immune to tried-and-true expensive cars
brands • a car that helps him broadcast a
• socially vibrant (creator) youthful, hip, slightly adventurous
image and a fun attitude … even if he
is none of those things in real life
• custom graphics and color options that
let him express his individuality
• a safe vehicle that handles well
• a price less than $20k
Eric is delighted to find the Ford Fiesta meets all of his price/performance criteria and exceeds
other cars in the category for cool technology (voice activated music search, hands free calls,
audible text, turn-by-turn nav, keyless entry, remote start)
(Created by C. Carrington)
How well do you understand your target market?
Who are your organization’s influencers?
Gladwell’s
Framework
1. th
e rig
2. a ht pe
stick ople
3. th y ide
e rig a
ht co
ntex
t
Quintupled ‘Blendtec’ sales
with YouTube videos
t ble nd?
Will i
Source: Groundswell
the
brothers heath
have it right
a “sticky” idea is
simple
unexpected
concrete
credentialed
emotional
story
Source: Chip & Dan Heath, Made to Stick
Southwest Airlines: a cause, not just an airline
Source: Flying Photog
Southwest Airlines: a cause, not just an airline
Simple only one type of plane
Unexpected humor
Concrete consistently low fares, outstanding service
Credentialed results
Emotional close-knit, gregarious, huggy staff
Story give passengers a story to tell
“The captain will be turning down
the lights as we prepared for takeoff.
This isn’t necessary for any technical purpose.
It’s just been a long day and our flight attendants
don’t look as lovely as they did this morning. “
Source: Flying Photog
Don’t worry about the profit.
Think about customer service.
Profit is a by-product of customer service.
It’s not an end of itself.
- Herb Keller, Co-founder Southwest Airlines
Source: Ben McConnell / Jackie Huba
Southwest uses social media to
enhance and improve
customer experience
Southwest Airlines: engaged in social
mutual positive
benefit sentiment
listening &
interacting responding
content is king, long live the king
the secret to good social content
• friendly & human voice
• consistent & clear language
• helpful & timely
• meaningful & relevant
• entertaining
successful social is all about being
helpful
relevant
entertaining
Gary V grew his family business from
$4M to $50M
What is your sticky idea?
Gladwell’s
Framework
1. th
e rig
2. a ht pe
stick ople
3. th y ide
e rig a
ht co
ntex
t
Broken windows theory and the power of context are
one and the same. They are both based on the premise that an
epidemic can be reversed, can by tipped, by tinkering with the
smallest details of the immediate environment.
- Malcolm Gladwell
Source: The Tipping Point
Epidemic: Customers feel like they are in ‘dell hell’
‘ I can’t find anyone to help me.’
‘dell lies. dell sucks.’
Source: Jeff Jarvis & dellhell.net
Reversed/tipped by:
IdeaStorm - a place to vent, share ideas, vote
14k ideas 720k votes 89k comments
Epidemic: Starbucks losing share & profit
Jan 2007
• stiff competition $35.14
• sharp decline in traffic stock price
pr
and spending
ofi
ts
dr ee y
th
op ea
• poor economy made
r
97 r lo
%
(Q
4,
w
20
the problem worse
8)0
Dec 2008
$7.95
Source: Wikivest & Seattle Times
Reversed/tipped by:
‘My Starbucks Idea’
75,000 IDEAS < 6 MONTHS
May 2010
$27.18
stock price
ed
en
list
ks
uc
rb
Sta
Dec 2008
$7.95
Source: Forrester Research Source: Wikivest & Seattle Times
Customers need a place to have
their opinions heard
ebags Ratings and Reviews
Source: Josh Bernhoff & Charlene Li, ebags.com
• Y1 cost = $200k
• Y1 net additional sales because of R&R = $1.6MM
• Net add’l profit margin at 25% = $400k
People like the psychic income they get from
being part of community and
helping each other
It’s about building brand community
Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars
Source: Brains on Fire
What’s the context for your
organization’s
social media program?
Gladwell
Knows
To reach a 1. th
e rig
2. a ht pe
tipping point stick ople
3. th y ide
you need e rig a
... an ht co
das ntex
olid t
plan
Next Steps
1. yo
ur ta
To reach your 2. a rget
com audi
own tipping 3. th pelli ence
e be ng &
point, orga st SM stick
nizat
ion/p tools y idea
identify: rodu give
n yo
ct’s c ur
onte
xt
Develop a solid plan
Colleen Carrington
Keeping Brand Love Alive
www.linkedin.com/in/colleencarrington
@colleencar
Ben McConnell, Creating Customer Evangelists
Brian Solis, Engage
Charlene Li, Groundswell
Chip & Dan Heath, Made to Stick
Chris Brogan, Trust Agents
Dan Roam, The Back of a Napkin
David Armano, Edelman Digital
David Meerman Scott, The New Rules of Marketing and PR
Eric Weaver, Tribal DDB
Garr Reynolds, Presentation Zen
Geno Church, Brains of Fire
Inspired by Jackie Huba, Creating Customer Evangelists
Jake McKee, Ant’s Eye View
Jeremiah Owyang, Altimeter Group
Josh Bernoff, Groundswell
Karen McGrane, Bond Art + Science
Kristina Halvorson, Content Strategy for the Web
Malcom Gladwell, The Tipping Point
Peter Kim, Dachis Group
Rick Levine, Cluetrain Manefesto
Sean O’Driscoll, Ant’s Eye View
Seth Godin, Purple Cow
Spike Jones, Brains on Fire
Tac Anderson, Waggenner Edstrom, Studio D
William J. McEwen, Married to the Brand
Sources
All images from iStockphoto.com unless other wise indicated
Slide 3 Malcolm Gladwell, Blink, outside back cover
http://pewinternet.org/Reports/2010/Social-Media-and-Young-
Slide 6 Adults/Summary-of-Findings.aspx?r=1
http://www.letsstartthinking.org/quickreference/images/maslow-
Slide 8 need-hierarchy.gif
http://www.slideshare.net/BrainsOnFire/social-media-business-
Slide 10 forum-geno-church
http://blog.nielsen.com/nielsenwire/consumer/global-advertising-
Slide 11 consumers-trust-real-friends-and-virtual-strangers-the-most/
Slide 15 http://mashable.com/2009/07/08/social-media-marketing-growth/
http://www.slideshare.net/JacobMorgan8/social-crm-presentation-
Slide 17 at-new-comm-forum
http://www.slideshare.net/JacobMorgan8/social-crm-presentation-
Slide 19 at-new-comm-forum
http://socialmediainfluence.com/2010/01/20/fords-fiesta-of-social-
media/
Slide 21 http://www.businessweek.com/managing/content/jan2010/
ca2010018_445530.htm
http://www.scottmonty.com/2009/11/on-giving-thanks.html
Slide 22 http://www.businessweek.com/managing/content/jan2010/
ca2010018_445530.htm
Slide 24 Malcolm Gladwell, The Tipping Point
Slide 28 Malcolm Gladwell, The Tipping Point, p.30
Contd/...
Sources
All images from iStockphoto.com unless other wise indicated
http://www.forrester.com/Groundswell/ladder.html
Slide 29 http://www.slideshare.net/seanodmvp/smb-seattle-antseyeview
http://www.socialmediatoday.com/SMC/118941
Slide 32 http://www.slideshare.net/seanodmvp/smb-seattle-antseyeview
Slide 33 http://www.slideshare.net/seanodmvp/smb-seattle-antseyeview
http://www.creatingcustomerevangelists.com/photos/readers/
Slide 34 09.asp
Slide 36 http://www.people.com/people/article/0,,20344142,00.html
Slide 40 http://en.wikipedia.org/wiki/Persona_(marketing)
Slide 44 Source: Erik Qualman,Socialnomics, and YouTube
Slide 49 Ben McConell and Jackie Huba, Creating Customer Evangelists, p 175
- 179
Slide 50 Photo: Flying Photog
http://flickriver.com/groups/southwestairlines/pool/interesting/
Slide 55 http://www.youtube.com/user/homedepot
Slide 56 http://instoresnow.walmart.com/Community.aspx?id=101
Slide 57 http://www.youtube.com/sienna
Erik Qualman, Social Media ROI, http://www.youtube.com/watch?
v=ypmfs3z8esI&feature=related
Slide 58 http://tv.winelibrary.com/2010/05/19/gourmet-library-cheese-
tasting-with-wine-pairings-episode-864/
Contd/...
Sources
All images from iStockphoto.com unless other wise indicated
Slide 61 Malcolm Gladwell, The Tipping Point, p.146
http://www.dellhell.net/
http://www.buzzmachine.com/archives/2005_06_21.html
Slide 62 http://www.baldrige.com/criteria_customerfocus/lessons-learned-
from-dell-hell/
http://www.ideastorm.com/ideaList?cat=IdeaStorm&lsi=0
Slide 63 22May21010
http://www.wikinvest.com/stock/Starbucks_(SBUX)/WikiChart
stock: http://seattletimes.nwsource.com/html/businesstechnology/
Slide 64 2004079246_bizbriefs18.html
profits http://seattletimes.nwsource.com/html/localnews/
2008375931_starbucks11.html
http://www.forrester.com/Groundswell/embracing/
mystarbucksidea.html
http://www.wikinvest.com/stock/Starbucks_(SBUX)/WikiChart
Slide 65 stock: http://seattletimes.nwsource.com/html/businesstechnology/
2004079246_bizbriefs18.html
profits http://seattletimes.nwsource.com/html/localnews/
2008375931_starbucks11.html
Groundswell p. 129
Slide 67 http://www.ebags.com/product/ebags/mother-lode-tls-junior-25-
wheeled-duffel/125548
Slide 69 Groundswell, p.129
Contd/...
Sources
All images from iStockphoto.com unless other wise indicated
photo: http://www.brainsonfire.com/assets/images/
slideshow_assets/slide9.jpg
Slide 70 blog: http://www.whatsnextblog.com/archives/2008/10/
fiskateers_how_a_social_community_became_a_veritable_sales_for
ce.asp
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Peter 2 years ago