PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!

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The PMN Inaugural Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job! Featuring Noted Social Media Expert and Co-Author of "Groundswell: Living In A World Transformed By Social Technologies" Charlene Li

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  • PMN Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job!

    1. 1. January 30, 2009 WELCOME How To Spark A Conversation Revolution – AND Keep Your Job! 332 – THANK YOU!
    2. 2. <ul><li>Marketing Is Evolving? So How Can The PMN Help? </li></ul><ul><li>Value Proposition: </li></ul><ul><li>Education: Webinars/ Research </li></ul><ul><li>Best Practices </li></ul><ul><li>Case Studies </li></ul><ul><li>Access to Future/Potential Customers: Gen Y Panel </li></ul><ul><li>Don’t forget to join today! </li></ul>
    3. 3. <ul><li>Our Featured Speaker </li></ul>Charlene Li, founder Altimeter Group & co-author of Groundswell: Winning in a World Transformed by Technologies
    4. 4. How To Spark A Conversation Revolution — AND Save Your Job Charlene Li Founder, Altimeter Group Co-author of “Groundswell”
    5. 5. <ul><li>“ Markets are conversations.” </li></ul><ul><li>The Cluetrain Manifesto </li></ul>
    6. 6. <ul><li>“ Conversations are open-ended.” </li></ul><ul><li>David Weinberger, Co-author The Cluetrain Manifesto </li></ul>
    7. 7. How most marketing works
    8. 8. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
    9. 9. Engagement Pyramid Focus on the bottom Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008 <ul><li>Edit a wiki </li></ul><ul><li>Moderate a forum </li></ul><ul><li>Write in a blog – 21% </li></ul><ul><li>Upload a video – 18% </li></ul><ul><li>Rate a product or service </li></ul><ul><li>Comment on a blog post </li></ul><ul><li>Write in a discussion forum </li></ul><ul><li>Share online video – 37% </li></ul><ul><li>Update profile – 35% </li></ul><ul><li>Upload photos – 23% </li></ul><ul><li>Watch online video – 59% </li></ul><ul><li>Read blogs – 48% </li></ul><ul><li>Download podcasts – 23% </li></ul>
    10. 10. Start with clear goals
    11. 11. Oracle’s big gamble Oracle put a roadblock on its own home page to encourage feedback/ideas Executives participated in the online community
    12. 12. Let’s talk about taxes
    13. 13. Wells Fargo Wachovia Blog
    14. 14. Dialog with Frank Eliason, Comcast
    15. 15. Dawn supports with reviews
    16. 16. Starbucks innovates with customers 50 employees participate in the process, representing every department
    17. 17. Getting Started a.k.a. Convince the Curmudgeon
    18. 18. #1 Assess your company <ul><li>How open is your culture? </li></ul><ul><li>Where do conversations naturally take place today? </li></ul><ul><li>What barriers can you simply not cross? </li></ul><ul><li>How thick or thin is your “corporate membrane”? </li></ul>
    19. 19. “ Who owns community?” is really three questions Who will pay for the efforts? Who benefits the most? Who is best able to run the project? Who is closest to the audience? Who can inspire and lead? Who can clear the roadblocks?
    20. 20. #2: Start small Experiment Listen first
    21. 21. #3 Use the right metrics Your goals determine your metrics Use the same metrics as your marketing goals
    22. 22. Example “micro” metrics
    23. 23. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value
    24. 24. #4: Get the help you need See a list at wiki.altimetergroup.com
    25. 25. How to find good help <ul><li>Focuses on relationships, not campaigns. </li></ul><ul><li>Uses social media successfully themselves. </li></ul><ul><li>Commits resources to learning and training. </li></ul><ul><li>Has learned from their mistakes. </li></ul><ul><li>Respects and is humbled by the medium. </li></ul>
    26. 26. #5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.
    27. 27. Wal-mart failed many, many times
    28. 28. Buyer blog hit the right note
    29. 29. Photo: Kantor, http://www.flickr.com/photos/kantor
    30. 30. An essential tool to have
    31. 31. Summary <ul><li>Determine the kind of relationship you want to have with your audience. </li></ul><ul><li>Start the conversation slowly, with one simple goal. </li></ul><ul><li>Plan for a transformation of your organization. </li></ul>
    32. 32. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group
    33. 33. <ul><li>Resources </li></ul>Social Networks Blog Question Forum Research
    34. 34. <ul><li>Our Next Webinar – http://thepmn.org/BookingRetrieve.aspx?ID=30330 </li></ul>
    35. 35. THANK YOU [email_address] [email_address] [email_address] Start and continue the conversation.

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