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How To Spark A Conversation Revolution — AND Save Your Job  Charlene Li Founder, Altimeter Group Co-author of “Groundswell”
<ul><li>“ Markets are conversations.” </li></ul><ul><li>The Cluetrain Manifesto </li></ul>
<ul><li>“ Conversations are open-ended.” </li></ul><ul><li>David Weinberger, Co-author The Cluetrain Manifesto </li></ul>
How most marketing works
What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal F...
Engagement Pyramid  Focus on the bottom Base: Global active Internet users (uses the Internet every day/every other day No...
Start with clear goals
Oracle’s big gamble Oracle put a roadblock on its own home page to encourage feedback/ideas Executives participated in the...
Let’s talk about taxes
Wells Fargo Wachovia Blog
Dialog with Frank Eliason, Comcast
Dawn supports with reviews
Starbucks  innovates with customers 50 employees participate  in the process, representing every department
Getting Started a.k.a. Convince the Curmudgeon
#1 Assess your company <ul><li>How open is your culture? </li></ul><ul><li>Where do conversations naturally take place tod...
“ Who owns community?”  is really three questions Who will pay for the efforts? Who benefits the most? Who is best able to...
#2: Start small Experiment Listen first
#3 Use the right metrics Your goals determine your metrics Use the same metrics as your marketing goals
Example “micro” metrics
Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime rev...
#4: Get the help you need See a list at wiki.altimetergroup.com
How to find good help <ul><li>Focuses on relationships, not campaigns. </li></ul><ul><li>Uses social media successfully th...
#5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare every...
Wal-mart failed many, many times
Buyer blog hit the right note
Photo: Kantor,  http://www.flickr.com/photos/kantor
An essential tool to have
Summary <ul><li>Determine the kind of relationship you want to have with your audience. </li></ul><ul><li>Start the conver...
May the groundswell  always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2...
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How to Spark A Conversation Revolution - AND Keep Your Job

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Webinar presention for the Participatory Marketing Network, January 31, 2009. Q&A from the event is available at http://tinyurl.com/ap2m36. More info on PMN at http://thepmn.org.

Published in: Business, Career

How to Spark A Conversation Revolution - AND Keep Your Job

  1. How To Spark A Conversation Revolution — AND Save Your Job Charlene Li Founder, Altimeter Group Co-author of “Groundswell”
  2. <ul><li>“ Markets are conversations.” </li></ul><ul><li>The Cluetrain Manifesto </li></ul>
  3. <ul><li>“ Conversations are open-ended.” </li></ul><ul><li>David Weinberger, Co-author The Cluetrain Manifesto </li></ul>
  4. How most marketing works
  5. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
  6. 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>
  7. Start with clear goals
  8. Oracle’s big gamble Oracle put a roadblock on its own home page to encourage feedback/ideas Executives participated in the online community
  9. Let’s talk about taxes
  10. Wells Fargo Wachovia Blog
  11. Dialog with Frank Eliason, Comcast
  12. Dawn supports with reviews
  13. Starbucks innovates with customers 50 employees participate in the process, representing every department
  14. Getting Started a.k.a. Convince the Curmudgeon
  15. #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>
  16. “ 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?
  17. #2: Start small Experiment Listen first
  18. #3 Use the right metrics Your goals determine your metrics Use the same metrics as your marketing goals
  19. Example “micro” metrics
  20. 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
  21. #4: Get the help you need See a list at wiki.altimetergroup.com
  22. 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>
  23. #5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.
  24. Wal-mart failed many, many times
  25. Buyer blog hit the right note
  26. Photo: Kantor, http://www.flickr.com/photos/kantor
  27. An essential tool to have
  28. 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>
  29. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group

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