How to Get Social Business Advantage in 2012Lithium market leader inSocial Media Marketing
Mission Social Space
1Lithium sponsored CMO Council studyLithium, a leading provider of social customer solutions, partnered with the CMOCounci...
consumers are social…  63%                60%                                           55%“I search forothers with       ...
…brands aren’t there yet.63%                 60%                                       55%                                ...
social advantage in 2012 will go to  the brands who close the gaps                             consumers                  ...
bottom line:consumers want more from brands online…    better                deeper experiences            engagement     ...
…and they use social media to do good   things for the brands they love                   “Because of social media, I’m mo...
4 ways to close the gap      1                   2                  3                   4peer-to-peer            social   ...
close the gap with   1         peer-to-peer engagementThe Problem                  The Solution          The AdvantageBran...
1      case in point: Sephora      We built our Beauty Talkcommunity            on our website and,as we opened our doors,...
1     case in point: Close Up Arabia       We built a community whichcan be creative and self controllingtheir efforts.Peo...
close the gap with    2                           social supportThe Problem                      The Solution          The...
2   case in point: AT&T
2   case in point: Hewlett Packard
close the gap with   3                             ideationThe Problem                   The Solution          The Advanta...
case in point:3    National Instrumetns         2,400         ideas submitted     47,800 votes    on product ideas        ...
close the gap with   4                           gamificationThe Problem                     The Solution         The Adva...
3   case in point: giffgaff
We do this well…call them Superfans                         superfans consist of                                    of com...
SUPERFAN
SUPERFANKrypto is also very active on the Blackberry Support Forum
VERIZON SUPERFAN
BRITISH TELECOM SUPERFAN
A personalizedinvitation…… to a conversation with LithiumRequest a Lithium Social Media Monitoring(LSMM) report on your br...
SUMMARY                              Know- how                              • Local market presence                       ...
Lithium   How to get social business advantage in 2012
Lithium   How to get social business advantage in 2012
Lithium   How to get social business advantage in 2012
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Lithium How to get social business advantage in 2012

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During the October workshop series of DUC International, Dreamtek held a presentation about Lithium Social Media Marketing.

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Lithium How to get social business advantage in 2012

  1. 1. How to Get Social Business Advantage in 2012Lithium market leader inSocial Media Marketing
  2. 2. Mission Social Space
  3. 3. 1Lithium sponsored CMO Council studyLithium, a leading provider of social customer solutions, partnered with the CMOCouncil to survey over 1,000 consumers and 120 senior marketers to discover howeach approach social media.We found significant gaps between what consumers expect from brands online, andwhat brands deliver. Social business advantage in 2012 will go to those marketerswho close the gap sooner rather than later.Read on for finding highlights…
  4. 4. consumers are social… 63% 60% 55%“I search forothers with 46% “I wantsimilar problems “I want interaction incentives,online when I with peers “I want product promos andneed help” on Facebook” knowledge” rewards”
  5. 5. …brands aren’t there yet.63% 60% 55% 46% 25% 29% 9% 22%Consumers Consumers Consumers Consumers wantsearch for others want interaction want product incentives,online with with peers on knowledge” promos andsimilar problems Facebook rewardswhen they needhelp consumers brands
  6. 6. social advantage in 2012 will go to the brands who close the gaps consumers brands
  7. 7. bottom line:consumers want more from brands online… better deeper experiences engagement (with each other and the brand) purposeful greater interaction reward
  8. 8. …and they use social media to do good things for the brands they love “Because of social media, I’m more likely to try 80% new things based on a friend’s advice” “Because of social media, I encourage 74% my friends to try new products” “I use social media to stay 72% engaged with brands I love” “I like brands on Facebook to 38% show I’m a fan” 32% “I use social media to say nice things about my brand experiences.”
  9. 9. 4 ways to close the gap 1 2 3 4peer-to-peer social ideation gamificationengagement supportYour customers Consumers Consumers want Your customerswant to talk to expect help to contribute— want recognitioneach other— online fast— ask them for their and reward—givemake it easy for give it to them. ideas. them ways tothem. level up.
  10. 10. close the gap with 1 peer-to-peer engagementThe Problem The Solution The AdvantageBrands don’t yet realize Enable peer-to-peer Word of Mouthhow much consumers engagement Marketing—consumerswant to connect over the readily use social mediabrands and products to spread the good newsthey love. about your products. of consumers try new things 80% based on a friend’s advice of consumers want to60%connect with each other in social media 9% of brands think so. 74% Encourage friends to try new products
  11. 11. 1 case in point: Sephora We built our Beauty Talkcommunity on our website and,as we opened our doors, it was floodedwith clients dying to talk about beautywith each other. It was exactly what wewanted. What we found was that clientswere not only trying to talk with us, theywere trying to talk with each other. Andthey were actually engaging in ways wehad no idea they would. -Bridget Dolan, VP of Interactive Media at Sephora
  12. 12. 1 case in point: Close Up Arabia We built a community whichcan be creative and self controllingtheir efforts.People can vote for the best mixedsound and can motivate theirfriends to vote for them also.Crowd sourcing and thegamification are factors which arepriceless. 7000 likes in the first hour 700 active talks per day
  13. 13. close the gap with 2 social supportThe Problem The Solution The AdvantageBrands underestimate Get serious about It costs between $6 andconsumers’ appetite Social Support $75 to resolve customerfor solving their own issues over the phone. Itproblems. costs as little as $.05 to help customers find answers online. 63%Consumers who look for helponline from others like them. 47% “I expect service with in 24 hours” 24%Consumers who want to 33%help online “Great service online keeps me loyal to a brand”
  14. 14. 2 case in point: AT&T
  15. 15. 2 case in point: Hewlett Packard
  16. 16. close the gap with 3 ideationThe Problem The Solution The AdvantageBrands aren’t tapping their Ideate with social A real-time, always onsocial customers for customers focus group that will driveproduct ideas. better, faster innovation for the brand. of social customers expect to 41% share product ideas on Facebook. of brands ask consumers 9% to help them innovate on Facebook.
  17. 17. case in point:3 National Instrumetns 2,400 ideas submitted 47,800 votes on product ideas 9.470 customer comments on ideas 99,100 visitors to the Idea Exchange 45,500 uniqueLabVIEW 2011 beta includes13 new Idea Exchangefeatures
  18. 18. close the gap with 4 gamificationThe Problem The Solution The AdvantageConsumers know social Gamify the socialmedia is a two-way street. experience.They expect more rewardsthan they’re getting. Increased of consumers advocacy expect incentives and 46% rewards when connecting Higher customer with brands online satisfaction of brands offer social customer 7% incentives and rewards
  19. 19. 3 case in point: giffgaff
  20. 20. We do this well…call them Superfans superfans consist of of community <1% populations there are >50,000 superfans in lithium communities on average superfans generate 55.95% of all community content
  21. 21. SUPERFAN
  22. 22. SUPERFANKrypto is also very active on the Blackberry Support Forum
  23. 23. VERIZON SUPERFAN
  24. 24. BRITISH TELECOM SUPERFAN
  25. 25. A personalizedinvitation…… to a conversation with LithiumRequest a Lithium Social Media Monitoring(LSMM) report on your brand—we’ll tell you• who’s talking• what’s being said• where the buzz is• how loud it is• emerging trends• how you stack up against the competition
  26. 26. SUMMARY Know- how • Local market presence • International partners • Lifecycle of media • Digital Content Experts Platform Solutions • Complete Marketing Solution • Social importance growing • Quick implementation • Best practice • Large reference baseDieter Hovorka, dieter@dreamtek.tv, +971 56 101 2480

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