Lithium Likes to Loves Tour - Washington DC

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Lithium, AAA, Verizon and David Armano of Edelman Digital on how to turn customer likes into customer loves.

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Lithium Likes to Loves Tour - Washington DC

  1. 1. Building a Brand Nation September 22, 2011 Katy Keim Chief Marketing Officer, Lithium @katykeimWashington DC We’re Tweeting! Join the conversation at #L2LTour
  2. 2. breakfastnetworkinginformation 2
  3. 3. contextpossibilitiesnext steps 3
  4. 4. why likes to loves? @katykeim #L2LTour 4
  5. 5. transformation @katykeim #L2LTour 5
  6. 6. to @katykeim #L2LTour 6
  7. 7. reinventing thetelecom company @katykeim #L2LTour 7
  8. 8. the change in the customerfan “I acknowledge you”engaged “I want something from you”advocate “I act for me and for you”superfan “I belong because of you” @katykeim #L2LTour
  9. 9. @katykeim #L2LTour 9
  10. 10. @katykeim #L2LTour 12
  11. 11. the change in the business Passionate, engaged social customers Your Brand who love you, Nation not like you @katykeim #L2LTour 13
  12. 12. we build brand nationsvibrant online communities full of passionate, engaged social customers @katykeim #L2LTour 14
  13. 13. @katykeim #L2LTour 15
  14. 14. David Armano Kim Snedaker Rebecca CarrollEVP, Global Innovation Social Media Manager Community Manager& Integration @katykeim #L2LTour 17
  15. 15. Building a Brand Nation September 22, 2011 David Armano EVP, Global Innovation & Integration Edelman @armanoWashington DC We’re Tweeting! Join the conversation at #L2LTour
  16. 16. SOCIAL MEDIA FOR BUSINESSDAVID ARMANOEVP, INNOVATION & INTEGRATION | EDELMAN DIGITAL
  17. 17. THE WORLD HAS CHANGED(AGAIN)
  18. 18. IN A CONNECTED WORLD, PARTICIPATION TRUMPS BROADCASTINGAccording to Former Google CEO Eric Schmidt, each day netizens aroundthe globe pump out a deluge of digital content thats equal to allinformation that existed in either digital or analog form prior to 2003.22
  19. 19. CUSTOMERS ARE ADVOCATES“For brands today in this fragmented world getting us, as multifacetedpeople, to take action and engage is one of the biggest challengesmarketers face”~Christina Smedley, Edelman Global Chair Consumer Marketing 23
  20. 20. EMPLOYEES ARE AMBASSADORS “To succeed with empowered customers, you must empower your employees to solve customer problems” ~Josh Bernoff, Forrester Analyst & Author of Empowered24
  21. 21. INFORMATION HAS BEEN UNLEASHED “For the first time, this year’s Trust Barometer shows that trust and transparency are as important to corporate reputation as the quality of products and services” ~2010 Edelman Trust Barometer25
  22. 22. MEDIA HAS CHANGED“It‘s estimated that the combined installed base of smartphones andbrowser-equipped enhanced phones will surpass 1.82 billion units by2013, eclipsing the total of 1.78 billion PCs by then.”~eMarketer, Getting To Know The Mobile Population26
  23. 23. MEDIA & DIGITAL“CLOVERLEAF”
  24. 24. Mainstream Regulators ConsumersCreative ShareholdersConcept Message Employees Vendors
  25. 25. Traditional Hybrid SEARCH Owned Social
  26. 26. DIGITAL PROPERTIES WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE OWNED properties EARNED media30
  27. 27. DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID properties media31
  28. 28. DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID properties media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS EARNED media32
  29. 29. DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID EMBASSIES properties media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED OUTPOSTS platforms media RELEVANT MESSAGE BOARDS Source: Edelman 2010, edelmandigital.com BLOGOSPHERE INFLUENCER ENGAGEMENT33
  30. 30. DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID INTERNAL/ENTERPRISE ENDORSEMENTS OWNED PAID EMBASSIES properties media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED OUTPOSTS platforms media RELEVANT MESSAGE BOARDS Social Engagement BLOGOSPHERE Concentrated Here SOCIAL INTERACTIONS IN THE OVERLAPS INFLUENCER ENGAGEMENT34
  31. 31. EMBASSIES, AMBASSADORS& OUTPOSTS
  32. 32. EMBASSIES ARE YOUR HOME AWAY FROM HOME Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them.36
  33. 33. EMBASSIES NEED AMBASSADORS, OUTPOSTS REQUIRE ENVOYSEnvoys are employees,agents or members ofthe public who arewillingly dispatched to“outposts”—propertiesthat are not owned orcontrolled by thebusiness, brand ororganization.37
  34. 34. COMMUNITY MANAGEMENT:THE FRONT LINE
  35. 35. COMMUNITY MANAGMENT = HUMAN INTERACTION DESIGNCommunity Management is the actof engaging members of a specificgroup in a participatory fashion.Community Managers fall under the“ambassador” category of theorganization, representing the brandor business in a specific communityecosystem.Communities form around sharedinterests and participants seek ~Suzanne Marlatt, Community Manager forvalue from them. EdelmanDigital.com & Edelman Digital “embassies”39
  36. 36. THE FIVE C’S OF COMMUNITY40
  37. 37. BUSINESS AS USUAL?
  38. 38. INDUSTRIAL ERA BUSINESS IS STRUCTURED FOR EFFICIENCYmarketing public customer product sales relations service development“To stand out in a commoditized market, companies mustunderstand what customers truly value. The only way to do that is tobreak down the traditional, often entrenched, silos and uniteresources to focus directly on customer needs."~Ranjay Gulati, Harvard Business Review42
  39. 39. BUT THE NETWORK ECONOMY DOESN’T CARE “E-patient” Dave deBronkart“e-patients are empowered, engaged, equipped and enabled” 43
  40. 40. CHALLENGESORGANIZATIONS FACE
  41. 41. CHALLENGES: UNCLEAR OBJECTIVES, MEASUREMENT & ROI45
  42. 42. CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES46
  43. 43. CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES Very few organizations are here Less experienced organizations here More experienced organizations here47
  44. 44. CHALLENGES: MISALIGNED SKILLS & COMPETENCIESmarketing48
  45. 45. CHALLENGES: LACK OF COORDINATION & INTEGRATIONmarketing49
  46. 46. CHALLENGES: CLOSED BUSINESS CULTURE“A new organizational structure is required to accommodate andbenefit from the culture of sharing that social media has fueled overthe last four years. The information flow we all experience daily canno longer be organized into neat org-chart silos."~Charlene Li, Author of Open Leadership50
  47. 47. BRANDS MUST BECOMESOCIAL, OPEN & AGILE
  48. 48. A SOCIAL BRAND REQUIRES BECOMING A SOCIAL BUSINESS Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy SOCIAL BRAND MEASURABLE OUTCOMES SOCIAL BUSINESS (External) (Internal) Source: David Armano, Edelman 2011, edelmandigital.com Training Process Organization Models Employee Engagement Policies & Guidelines Knowledge Sharing Culture Infrastructure52
  49. 49. SOCIAL BY DESIGN Social business planning is the blueprint for thetransformation of an organization—bridging the external with internal, resulting in a more connected way of doing business and shared value for all stakeholders53
  50. 50. WHY SHOULD A BUSINESSBECOME “SOCIAL”?
  51. 51. CRISIS MANAGEMENT IS REAL TIME55
  52. 52. EVERYONE IS AN ACTIVIST56
  53. 53. CUSTOMERS MAKE YOUR COMPANY BETTER57
  54. 54. BUSINESS EMBRACES RESPONSIBILITY58
  55. 55. PUBLICS SEEK PURPOSE“86 percent of global consumers believe that business needs toplace at least equal weight on society’s interests as on a business’interests.”~Edelman 2010 Good Purpose Study59
  56. 56. THE PATH TO BECOMINGA SOCIAL BRAND& BUSINESS
  57. 57. START WITH THE FOUR STAGES OF SOCIAL BUSINESS Flying Running Scaling, Engaging, systematizing Walking responding, and integrating leveraging into all business Leveraging functions. employees. platforms, Crawling producing Monitoring, content, listening, participating Establishing .61 infrastructure.
  58. 58. BUILD A BRANDAMBASSADOR“ECO-SYSTEM”
  59. 59. 63
  60. 60. THANK YOU@ARMANO | Edelmandigital.com
  61. 61. AAA: 100+ years of exploring new frontiers‘don’t worry: this does have to do with social media’kim snedaker social media directorlithium likes to loves tour #L2LTour september 22, 2011
  62. 62. 1900’s: AAA founded as a Nation of Automobolists. A small group fighting for crazy new things likepaved roads and street signs for this new invention….the automobile.
  63. 63. 1920’s: AAA established a Traffic Safety Department and founded the School Safety Patrol forchildren.Since 1950, AAA has documented hundreds of lives saved through this program.
  64. 64. 1950’s: AAA was a leading advocate in establishing the Highway Trust Fund which paves the way forbuilding the U.S. Interstate Highway System.1970’s: During Arab oil embargo, AAA advises drivers on gasoline availability and prices.
  65. 65. 2000’s: AAA works for laws to relieve transportation congestion and launches campaigns to supportenvironmental issues and promote green technologies
  66. 66. 2007: The Social Media Explosion Our first vision & strategy documents defined Social Media as our next, new frontier Build on our heritage of what members join/renew for: roadside assistance, travel information & discounts, and advocacy for driver & passenger safety
  67. 67. 2008-2009: One small step for a few AAA ClubsA few large Clubs, like AAA Mid-Atlantic, led the way into the social spaceStarted conversations with Members: DrivewithAAA(2008) & TravelwithAAA (2009)Assets: Mzinga-powered Online Community, Facebook, Twitter, Web/Social/Email integration
  68. 68. 2010-2011: Using new technology to optimize our social base camp• Lithium became our platform provider, but most importantly, our partner in 2010• Re-launched Online Community in December 2010 (Drive, Travel + Discounts & Dollars)• Assets: Online Community, Facebook, Twitter, Live Twitter streams on Web & Community, ScoutLabs Monitoring http://history.nasa.gov
  69. 69. Our Communitycontent continues our heritage of providing information and resources to our Members
  70. 70. • Community Profile • 37% Tenure of 10+ years; 34% less than 2 years • 11% Brand New Members • 47% 2 Memberships on account; 52% have Auto Renewal • 12% higher than non-community members • 44% have MPI of 2; 33% MPI of 3 • 21% HH income $50-$70k; 15% $75-$100k; 13% $100-$125k • 81% Married; 19% Single • 51% No Children in HH; 49% Children in HH • 87% Homeowners; 75% avg length of residence 5+ years • 25% reside in MD; 25% in NJ; 25% in VA; 18% in PA; 5% in DE • Age demographics mixed from 18-65+ (largest decile of 16% 65+)
  71. 71. “Houston, we have a problem.”Obstacles & Challenges are of our own creationAAA National bylaw that enforces digital boundaries for each ClubMajority of AAA Leadership & Stakeholders that think social is the latest sales channelMajority of AAA Associates locked out of social media space during work hours
  72. 72. Where We’re Headed• Move scores up our Social Roadmap in each of the 5 Social Strategy Categories• Holding company of 10 Clubs, from West to East Coast with 12 Million Members, going into social space together (shared Online Community Portal, exemption from National bylaw)• 2011: Creating a Social Media Center of Excellence (Hub & Club Model)• 2012: Unified Go to Market Strategy (to answer Lithium’s charge…what are you a Nation of?) • Find a universe of people who Like Us (really really like us) • Surprise and delight and motivate them from Likes to Loves NASA Goddard Flickr
  73. 73. Lessons shared Kim Snedaker Social Media Director, AAA Mid-Atlantic Pick social strategies that map to your brand and o.302.299.4443 business goals c. 267.994.1820 Define your brand nation ksnedaker@aaamidatlantic.com Strategy before tools Find a partner, not just a platform provider facebook / twitter / LinkedIn: kimsnedaker Always Listen as basis for all other strategies aaa.com/community Integrate your social assets into every digital and ksquaredsocial.wordpress.com print communication you have Remove your obstacles or don’t create them in the first place Empower your employees to enrich your social efforts Educate your leaders that social is about awareness, conversation & engagement (not just trying to sell stuff; no one cares) Giving your customers great experiences Be Relevant #LTLTour
  74. 74. Growing a Brand Nation -and Measuring its Success
  75. 75. Becky CarrollCommunity Program Manager, VerizonAuthor, The Hidden Power of Your Customers: Four Keys to Growing YourBusiness Through Existing Customers@bcarroll7Lithium Likes to Loves TourSeptember 21, 2011
  76. 76. Verizon OverviewVerizon: IdeaExchange  Verizon is a global leader in broadband, wireline, and Verizon Community Verizon Overview wireless communications. IdeaExchange  Verizon Residential has America’s most advanced fiber-optic network.  Entertainment services  Converged communications  Information services  Diverse workforce of over 196,000  Consolidated revenues in 2010 of over $106 billion Source: Verizon.com
  77. 77. Verizon: IdeaExchange Social Media is not a campaign. It is a Relationship.
  78. 78. Expanding from Support to EngagementVerizon: IdeaExchange Verizon Community IdeaExchange http://community.verizon.com Launched: August 2008
  79. 79. Open Innovation: Anyone, anywhereVerizon: IdeaExchange IdeaExchange http://verizon.com/ideas Launched: July 2010
  80. 80. ObjectivesVerizon: IdeaExchange  Identify new product and service enhancement opportunities  Facilitate customer-driven product/service enhancements or new products/services  Enhance Verizon brand as establishing innovative ways to engage with and serve customers
  81. 81. Example: FiOS TVVerizon: IdeaExchange  FiOS TV is Verizon Residential’s flagship product, providing top-rated, high quality TV viewing via our fiber optic network  Includes our Interactive Media Guide (IMG)  IMG 1.9 - New feature release - Wanted to focus on customer requests
  82. 82. Collecting Customer InputVerizon: IdeaExchange Collaboration via social media tools  Verizon Forums  Verizon Idea Exchange  Twitter via @FiOSTV  Verizon FiOS Facebook page  Forums Sneak Peek Collaboration Refinement Co-Creation
  83. 83. FiOS TV IMG 1.9: A Huge Success With CustomersVerizon: IdeaExchange “Love the new guide!:)” “Wow. Impressive.” “I IMG 1.9.” “Whoohoo. The guide is finally in HD.”
  84. 84. Verizon Ideation Process Leverages Social MediaVerizon: IdeaExchange  We listen to customers  We open our product development process “85% of our latest release has been suggested, or refined by our customers.”
  85. 85. Measuring SuccessVerizon: IdeaExchange  Number of ideas submitted: 1700  Number of ideas in progress: 250  Number of ideas implemented: 31 Since launch…  107% growth in comments  403% growth in votes  555% growth in visitors
  86. 86. Our Brand NationVerizon: Success Measures Verizon: IdeaExchange Support Engagement Insight IdeaExchange  Able to self-serve  Get closer to the Customer  Look for issues (early  Insight to help take action detection)  Connect with Verizon  Customer retention  A place to be heard  Be affiliated with the brand
  87. 87. CommunityVerizon: IdeaExchange IdeaExchange Call to Action: Start by Listening
  88. 88. Next Step: Go DeeperVerizon: IdeaExchange Verizon: Community IdeaExchange  Use tools to listen beyond your own website  Incorporate social media into your strategies  Co-opt your customers
  89. 89. the must haves in a brand nation▪ engaging▪ scalable▪ everywhere▪ measurable @katykeim #L2LTour 99
  90. 90. engaging through interaction styles forums ideas reviews contests q&a videos @katykeim #L2LTour 10
  91. 91. engaging through reputation & recognition @katykeim #L2LTour 101
  92. 92. scalable through peer to peer @katykeim #L2LTour 102
  93. 93. scalable through superfans’ influence Aandms KachiWachi RealGeorgeW Distinguished Trusted Contributor Counsellor Logitech LegendMember: 3/2010 Member: 2/2009 Member: 5/2006 2161 Kudos 322 Kudos 748 Kudos 9,369 Posts 4,527 Posts 45,136 Posts 378 Total Tags @katykeim #L2LTour 40 Total Tags 103
  94. 94. scalable through superfans’ influence @katykeim #L2LTour 104
  95. 95. scalable through superfans’ influence @katykeim #L2LTour 10
  96. 96. everywhere. where your customers are. owned community sites Facebook mobile & Twitter enhancing the in-Store experience @katykeim #L2LTour 10
  97. 97. everywhere. definitely on facebook @katykeim #L2LTour 10
  98. 98. measurable insights, engagement and response @katykeim #L2LTour 108
  99. 99. Sometimes, love isnot enough. 10
  100. 100. Sometimes, love isnot enough. 11
  101. 101. brand nations grow brand loyalty @katykeim #L2LTour 11
  102. 102. brand nations drive sales @katykeim #L2LTour
  103. 103. brand nations reduce costs @katykeim #L2LTour
  104. 104. brand nations accelerate ideas @katykeim #L2LTour
  105. 105. next steps1 today 2 this month 3 before Dec 1 3 months free 3 months free let’s discuss your let’s discuss your meet customers meet customers with a one year with a one year needs and brand needs and brand and view demos and view demos subscription to subscription to report report LevelUp or SMM LevelUp or SMM @katykeim #L2LTour 11

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