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Creating A Coherent Social Media Strategy 1 Charlene Li Altimeter Group 2011 April 12 Twitter: @charleneli Email: charlene@altimetergroup.com
2
It’s time to move past experiments 3
It’s about RELATIONSHIPS © 2011 Altimeter Group
5 Agenda Strategy Lead Prepare
6 Agenda Strategy Lead Prepare
Strategy Process Stages 7
Strategy Process Stages 8 Set context  ,[object Object]
Level of strategy (corporate, biz unit, brand)
Identify key metrics
Assess readiness,[object Object]
Objectives differ by level 10
Ask the Right Questions about Value   11 “We tend to overvalue the things we can measure, and undervalue the things we cannot.”             - John Hayes, CMO of American Express © 2011 Altimeter Group
Use appropriate metrics at each level 12 Business metrics: revenue, CSAT, reputation. Social media analytics: Insights, share of voice,  resonance, WOM.  Engagement metrics: fans, followers, clicks.
Highlight where you are strong, where you need to develop. Don’t create strategies that you can’t execute. Demonstrate impact of strategic work. Categories for readiness assessment Assess your readiness to be social 13 ,[object Object]
Mindset
Roles
Stakeholders
Monitoring
Reporting
Customer Profile
Market Analysis
Processes
Organizational Model
Education,[object Object]
Benchmarking Social Readiness (After) 15 April 2010
Strategy Process Stages - Discovery 16 Collect and prioritize strategic options ,[object Object]
Prioritize against objectives,[object Object]
Define Your Strategy With Objectives 18
How does social media matter to B2B? Chief stakeholders may not be using social media. ,[object Object],Social media is impacting how B2B decisions are being made. ,[object Object]
Expertise
Search results impact,[object Object]
62% visit company profiles on social media sites
55% visit company blogs
51% participate in online business communities or forums
49% ask questions on Q&A sites
29% use Twitter to find or request business-related information Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393)  20
People in B2B use social media for work 21 Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393)
22 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
Track brand mentions with basic tools 23 What would happen if every employee could learn from customers?
Integrate monitoring with workflow 24 Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech.  From Radian 6, to be acquired by Salesforce.com
Be sure to track the actual conversations, not just the tweets 25 @JaimieH is a top diabetics advisor who was talking with an insulin pump maker
How KLM listened and surprised flyers 26
Go beyond basic monitoring to analytics 27 Make course corrections nearly real-time. Use predictive analytics to anticipate demand.
Shoppers want to be “known” 28 I walk into the store Store knows it’s me Give me offers And plans my visit
Community insight platforms 29 ,[object Object],[object Object]
31 Learn also from your employees
Go beyond traditional data to understand your customers 32 Demographic Geographic Psychographic Behavioral Socialgraphic
Where are your customers online? What social information or people do your customers rely on? What is your customers’ social influence? Who trusts them? What are your customers’ social behaviors online? How do your customers use social technologies in the context of your products. Socialgraphics asks key questions 33
Engagement Pyramid 34
Engagement Pyramid - Watching 35 Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts
Engagement Pyramid - Sharing 36 Share a link Share photos Share videos Write a status update Retweet
Engagement Pyramid - Commenting 37 Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter
Engagement Pyramid - Producing 38 Write a blog Create videos or podcasts Tweet for an audience
Engagement Pyramid - Curating 39 Moderate a wiki or discussion forum Curate a Facebook fan page
Engagement Pyramid Data 40 Source: Global Wave Index Wave 2, Trendstream.net, January 2010
Conduct research to identify the social behaviors of your target customer Also identify: Where are they online: Surveys or brand monitoring Who do they trust: Surveys Who do they influence: Survey or brand monitoring How they use these tools in context of your products: Most often surveys. When you first understand your customers, your marketing efforts will naturally unfold. Putting socialgraphics to work 41
Listen and learn from your customers.  Start with basic monitoring tools, but quickly evolve them. Invest in analytics that matter. Use metrics that are relevant to your business. Understand the socialgraphics of your customers.  Summary - Learn 42
43 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
Conversations, not messages Human, not corporate Continuous, not episodic The New Normal 44
Blogs establish thought leadership 45 CEO Richard Edelman has been blogging consistently since Setpember 2004.
SonyEurope rewards Twitter followers with discount that drives significant sales 46 SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over €1m worth of product ordered.
VW inserted a tweet analyzing tool into their banner ad to suggest a specific model 47
Spain Tourism used multiple channels to encourage dialog/sharing 48
Kohl’s engages directly with customers 49
B2B can also use Facebook 50 ,[object Object]
Insert your content into newsfeed of fans
B2B is really people to people,[object Object]
Premier Farnell supports engineers with community, and employees with “OurTube” 52
Give out Flip cameras/smartphones Set up an internal “OurTube” Transcribe conversations into emails and posts Ask people for best practices, reactions, advice, opinion in areas of passion.  Recognize key contributors. Getting people to share within your company 53
Tivo joined an existing community 54
55 Advocacy – A five-phase approach
Tesco engages influencer blogs 56 Blog post series highlights & drives traffic to blogs by Influencers. Twitter feed encouages engagement too.
Have an authentic conversation with your customers that they want to have. Engage across and through social communities Engage off of your Web site. Recruit an army of customer advocates. Respond to your prospects and customers in real time. Summary - Dialog 57
It’s about RELATIONSHIPS © 2011 Altimeter Group
Support and Innovate With Your Customers 59 Charlene Li Altimeter Group 2011 April 12 Twitter: @charleneli Email: charlene@altimetergroup.com
It’s about RELATIONSHIPS © 2011 Altimeter Group
61 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
Vodafone UK uses Twitter to proactively communicate with customers 62 Vodafone UK humanizes their Twitter account by including pictures of their support team and identifying different respondents by an “^” and the team member’s initials.
Ritz-Carlton managers monitor Twitter for real-time service 63 Property manager helped unhappy honeymooners
Support during a crisis 64 Used #euva and #ashtag to track conversations Source: simplifying.com
DellOutlet supports sales with Twitter 65
Question & Answer sites provide opportunity for support
Q&A encourages dialog too 67
iRobot ties discussion boards into customers support 68 iRobot escalates unanswered questions into support centers
Salesforce.com Service Cloud ties social channels back to customer data 69
Solarwinds’ community is strategic 70
Retailer Best Buy has 2,500 employees providing support via Twitter 71
Real-time isn’t fast enough. Integrate “social” support into your support infrastructure. Scaling support to meet the groundswell will require that you create your own groundswell. Summary - Support 72
73 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
P&G uses reviews to improve products 74
Danish bank ask for help to improve mobile banking on Facebook 75
Finnish post created an idea exchange 76
Fiat invites ideas for a new car 77
Archer collects product development ideas in a private community 78
Starbucks involves 50 people around the organization in innovation Over 100 ideas have been implemented
Dell taps employee ideas too
P&G goes outside for innovation 81 P&G made outside-in innovation a priority
P&G developed technology from diaper research Reached out to competitor Clorox to form a new joint venture Helped Glad become Clorox’s second largest brand Success story: Glad Press’n Seal 82
ModCloth has customers merchandise new products 83
Innovating can come from any customer or employee interaction. Dedicated innovation communities require significant commitment and nurturing.  Extend your firewall to bring  customers into your organization.  Summary - Innovating 84
Strategy Process Stages 85 Strategy statement ,[object Object]
What you won’t doScenarios development ,[object Object]
Company and leadership implications
Risk identification
Build resilience,[object Object]
87
88 Identify and prioritizing disruptions that matter User Experience ,[object Object]
Does it enable people to connect in new ways?Business Model ,[object Object]
Is it done at a lower cost?Ecosystem Value ,[object Object]
Does it shift power from one player to another?,[object Object]
Likenomics evaluation 90 User experience impact - moderate People with high social currency will enjoy benefits, richer experiences, receive psychic income. People with low social currency will find ways to get it. Business model impact – moderate New economics create opportunity for people who understand Likenomics to leverage gas. The cost of accessing social currency will increase, and raise barriers to entry. Ecosystem value impact – none
91 2) Social Search – Beyond Friends to Interests Social sharing rises as a search ranking signal, esp in the enterprise Create a social content hub to gain traction Use microformats to highlight granularity (e.g. hProduct & hReview)
Social Search evaluation 92 User experience impact - Moderate Search becomes more useful, relevant to people. Business model impact – Moderate SEO takes on a different dimension, rewards companies with social currency, personalized experiences. Ecosystem value impact – Moderate New power brokers are social data/profile players who capture activity data and profiles. Google has little of either.
Social monitoring merges with Web analytics HOT: Omniture, Coremetrics/IBM, Webtrends Technology like Hadoop makes it easy for companies to tap “Big Data” E.g. New York Times making its archives public Twitter archived by Library of Congress Facebook Cassandra, Amazon Dynamo, Google BigTable Data visualization tools make it easy to digest Balancing privacy and personalization 3) Big Data 93
Big Data evaluation 94 User experience impact - Low Most users won’t directly experience Big Data. Business model impact – High New businesses and initiatives can be started at very low cost. Ecosystem value impact – Moderate Owners of Big Data repositories can assert control, demand payments for access.
95 4) Game-ification
TurboTax used “games” to encourage sharing and support 96 Social design can enter training, collaboration, support, hiring
Gamification evaluation 97 User experience impact – High Experiences get richer, more engaging Business model impact – Moderate Work gets done faster, cheaper. New organizational structures and cultures emerge. Ecosystem value impact – Low Service providers will remain focused, boutique firms.
98 5) Curation
Curation evaluation 99 User experience impact – Moderate User authority established from better curation, better content is organized well. Business model impact – Moderate Easier for businesses to create their content. Ecosystem value impact – Moderate Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.
Summary of disruptions 100
It’s about RELATIONSHIPS © 2011 Altimeter Group
Leading The Open Organization 102 Charlene Li Altimeter Group 2011 April 12 Twitter: @charleneli Email: charlene@altimetergroup.com
It’s about RELATIONSHIPS © 2011 Altimeter Group
104 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
OUT ofCONTROL? © 2011 Altimeter Group
106 © 2011 Altimeter Group
107 © 2011 Altimeter Group
108 How to give up control but still be in command © 2011 Altimeter Group
Open Leadership 109 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
10 elements of openness 110
Explaining strategic decisions 111 Open book management Managing leaks
112 Updating with every day stuff
Kohl’s has conversations on Facebook 113
Open Mic: When people contribute 114
Crowdsourcing new Walkers flavour 115
Open platforms make it easy to partner and share 116 Open architecture Open data access
117 Centralized Democratic Distributed Consensus Decision making models
170 employees 100 modules with “module owners” One person makes the final decision in each module Social technologies make distributed decision making possible 118 Manage complex tasks Organizing for speed ,[object Object]
16 Councils, 50 Boards make strategic decisions
Joint leadership of each group,[object Object]
Complete the Openness Audit 120
Traits of Open Leaders 121 Authenticity Transparency

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Creating a Coherent Social Media Strategy

  • 1. Creating A Coherent Social Media Strategy 1 Charlene Li Altimeter Group 2011 April 12 Twitter: @charleneli Email: charlene@altimetergroup.com
  • 2. 2
  • 3. It’s time to move past experiments 3
  • 4. It’s about RELATIONSHIPS © 2011 Altimeter Group
  • 5. 5 Agenda Strategy Lead Prepare
  • 6. 6 Agenda Strategy Lead Prepare
  • 8.
  • 9. Level of strategy (corporate, biz unit, brand)
  • 11.
  • 13. Ask the Right Questions about Value 11 “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group
  • 14. Use appropriate metrics at each level 12 Business metrics: revenue, CSAT, reputation. Social media analytics: Insights, share of voice, resonance, WOM. Engagement metrics: fans, followers, clicks.
  • 15.
  • 17. Roles
  • 25.
  • 26. Benchmarking Social Readiness (After) 15 April 2010
  • 27.
  • 28.
  • 29. Define Your Strategy With Objectives 18
  • 30.
  • 32.
  • 33. 62% visit company profiles on social media sites
  • 35. 51% participate in online business communities or forums
  • 36. 49% ask questions on Q&A sites
  • 37. 29% use Twitter to find or request business-related information Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393) 20
  • 38. People in B2B use social media for work 21 Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393)
  • 39. 22 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
  • 40. Track brand mentions with basic tools 23 What would happen if every employee could learn from customers?
  • 41. Integrate monitoring with workflow 24 Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech. From Radian 6, to be acquired by Salesforce.com
  • 42. Be sure to track the actual conversations, not just the tweets 25 @JaimieH is a top diabetics advisor who was talking with an insulin pump maker
  • 43. How KLM listened and surprised flyers 26
  • 44. Go beyond basic monitoring to analytics 27 Make course corrections nearly real-time. Use predictive analytics to anticipate demand.
  • 45. Shoppers want to be “known” 28 I walk into the store Store knows it’s me Give me offers And plans my visit
  • 46.
  • 47. 31 Learn also from your employees
  • 48. Go beyond traditional data to understand your customers 32 Demographic Geographic Psychographic Behavioral Socialgraphic
  • 49. Where are your customers online? What social information or people do your customers rely on? What is your customers’ social influence? Who trusts them? What are your customers’ social behaviors online? How do your customers use social technologies in the context of your products. Socialgraphics asks key questions 33
  • 51. Engagement Pyramid - Watching 35 Watch videos Read blog posts Listen to podcasts Read tweets Read discussion forum posts
  • 52. Engagement Pyramid - Sharing 36 Share a link Share photos Share videos Write a status update Retweet
  • 53. Engagement Pyramid - Commenting 37 Comment on a blog Write a review Rate a product Participate in a discussion forum @Reply on Twitter
  • 54. Engagement Pyramid - Producing 38 Write a blog Create videos or podcasts Tweet for an audience
  • 55. Engagement Pyramid - Curating 39 Moderate a wiki or discussion forum Curate a Facebook fan page
  • 56. Engagement Pyramid Data 40 Source: Global Wave Index Wave 2, Trendstream.net, January 2010
  • 57. Conduct research to identify the social behaviors of your target customer Also identify: Where are they online: Surveys or brand monitoring Who do they trust: Surveys Who do they influence: Survey or brand monitoring How they use these tools in context of your products: Most often surveys. When you first understand your customers, your marketing efforts will naturally unfold. Putting socialgraphics to work 41
  • 58. Listen and learn from your customers. Start with basic monitoring tools, but quickly evolve them. Invest in analytics that matter. Use metrics that are relevant to your business. Understand the socialgraphics of your customers. Summary - Learn 42
  • 59. 43 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
  • 60. Conversations, not messages Human, not corporate Continuous, not episodic The New Normal 44
  • 61. Blogs establish thought leadership 45 CEO Richard Edelman has been blogging consistently since Setpember 2004.
  • 62. SonyEurope rewards Twitter followers with discount that drives significant sales 46 SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over €1m worth of product ordered.
  • 63. VW inserted a tweet analyzing tool into their banner ad to suggest a specific model 47
  • 64. Spain Tourism used multiple channels to encourage dialog/sharing 48
  • 65. Kohl’s engages directly with customers 49
  • 66.
  • 67. Insert your content into newsfeed of fans
  • 68.
  • 69. Premier Farnell supports engineers with community, and employees with “OurTube” 52
  • 70. Give out Flip cameras/smartphones Set up an internal “OurTube” Transcribe conversations into emails and posts Ask people for best practices, reactions, advice, opinion in areas of passion. Recognize key contributors. Getting people to share within your company 53
  • 71. Tivo joined an existing community 54
  • 72. 55 Advocacy – A five-phase approach
  • 73. Tesco engages influencer blogs 56 Blog post series highlights & drives traffic to blogs by Influencers. Twitter feed encouages engagement too.
  • 74. Have an authentic conversation with your customers that they want to have. Engage across and through social communities Engage off of your Web site. Recruit an army of customer advocates. Respond to your prospects and customers in real time. Summary - Dialog 57
  • 75. It’s about RELATIONSHIPS © 2011 Altimeter Group
  • 76. Support and Innovate With Your Customers 59 Charlene Li Altimeter Group 2011 April 12 Twitter: @charleneli Email: charlene@altimetergroup.com
  • 77. It’s about RELATIONSHIPS © 2011 Altimeter Group
  • 78. 61 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
  • 79. Vodafone UK uses Twitter to proactively communicate with customers 62 Vodafone UK humanizes their Twitter account by including pictures of their support team and identifying different respondents by an “^” and the team member’s initials.
  • 80. Ritz-Carlton managers monitor Twitter for real-time service 63 Property manager helped unhappy honeymooners
  • 81. Support during a crisis 64 Used #euva and #ashtag to track conversations Source: simplifying.com
  • 82. DellOutlet supports sales with Twitter 65
  • 83. Question & Answer sites provide opportunity for support
  • 85. iRobot ties discussion boards into customers support 68 iRobot escalates unanswered questions into support centers
  • 86. Salesforce.com Service Cloud ties social channels back to customer data 69
  • 88. Retailer Best Buy has 2,500 employees providing support via Twitter 71
  • 89. Real-time isn’t fast enough. Integrate “social” support into your support infrastructure. Scaling support to meet the groundswell will require that you create your own groundswell. Summary - Support 72
  • 90. 73 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
  • 91. P&G uses reviews to improve products 74
  • 92. Danish bank ask for help to improve mobile banking on Facebook 75
  • 93. Finnish post created an idea exchange 76
  • 94. Fiat invites ideas for a new car 77
  • 95. Archer collects product development ideas in a private community 78
  • 96. Starbucks involves 50 people around the organization in innovation Over 100 ideas have been implemented
  • 97. Dell taps employee ideas too
  • 98. P&G goes outside for innovation 81 P&G made outside-in innovation a priority
  • 99. P&G developed technology from diaper research Reached out to competitor Clorox to form a new joint venture Helped Glad become Clorox’s second largest brand Success story: Glad Press’n Seal 82
  • 100. ModCloth has customers merchandise new products 83
  • 101. Innovating can come from any customer or employee interaction. Dedicated innovation communities require significant commitment and nurturing. Extend your firewall to bring customers into your organization. Summary - Innovating 84
  • 102.
  • 103.
  • 104. Company and leadership implications
  • 106.
  • 107. 87
  • 108.
  • 109.
  • 110.
  • 111.
  • 112. Likenomics evaluation 90 User experience impact - moderate People with high social currency will enjoy benefits, richer experiences, receive psychic income. People with low social currency will find ways to get it. Business model impact – moderate New economics create opportunity for people who understand Likenomics to leverage gas. The cost of accessing social currency will increase, and raise barriers to entry. Ecosystem value impact – none
  • 113. 91 2) Social Search – Beyond Friends to Interests Social sharing rises as a search ranking signal, esp in the enterprise Create a social content hub to gain traction Use microformats to highlight granularity (e.g. hProduct & hReview)
  • 114. Social Search evaluation 92 User experience impact - Moderate Search becomes more useful, relevant to people. Business model impact – Moderate SEO takes on a different dimension, rewards companies with social currency, personalized experiences. Ecosystem value impact – Moderate New power brokers are social data/profile players who capture activity data and profiles. Google has little of either.
  • 115. Social monitoring merges with Web analytics HOT: Omniture, Coremetrics/IBM, Webtrends Technology like Hadoop makes it easy for companies to tap “Big Data” E.g. New York Times making its archives public Twitter archived by Library of Congress Facebook Cassandra, Amazon Dynamo, Google BigTable Data visualization tools make it easy to digest Balancing privacy and personalization 3) Big Data 93
  • 116. Big Data evaluation 94 User experience impact - Low Most users won’t directly experience Big Data. Business model impact – High New businesses and initiatives can be started at very low cost. Ecosystem value impact – Moderate Owners of Big Data repositories can assert control, demand payments for access.
  • 118. TurboTax used “games” to encourage sharing and support 96 Social design can enter training, collaboration, support, hiring
  • 119. Gamification evaluation 97 User experience impact – High Experiences get richer, more engaging Business model impact – Moderate Work gets done faster, cheaper. New organizational structures and cultures emerge. Ecosystem value impact – Low Service providers will remain focused, boutique firms.
  • 121. Curation evaluation 99 User experience impact – Moderate User authority established from better curation, better content is organized well. Business model impact – Moderate Easier for businesses to create their content. Ecosystem value impact – Moderate Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.
  • 123. It’s about RELATIONSHIPS © 2011 Altimeter Group
  • 124. Leading The Open Organization 102 Charlene Li Altimeter Group 2011 April 12 Twitter: @charleneli Email: charlene@altimetergroup.com
  • 125. It’s about RELATIONSHIPS © 2011 Altimeter Group
  • 126. 104 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
  • 127. OUT ofCONTROL? © 2011 Altimeter Group
  • 128. 106 © 2011 Altimeter Group
  • 129. 107 © 2011 Altimeter Group
  • 130. 108 How to give up control but still be in command © 2011 Altimeter Group
  • 131. Open Leadership 109 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
  • 132. 10 elements of openness 110
  • 133. Explaining strategic decisions 111 Open book management Managing leaks
  • 134. 112 Updating with every day stuff
  • 135. Kohl’s has conversations on Facebook 113
  • 136. Open Mic: When people contribute 114
  • 138. Open platforms make it easy to partner and share 116 Open architecture Open data access
  • 139. 117 Centralized Democratic Distributed Consensus Decision making models
  • 140.
  • 141. 16 Councils, 50 Boards make strategic decisions
  • 142.
  • 143. Complete the Openness Audit 120
  • 144. Traits of Open Leaders 121 Authenticity Transparency
  • 145. Transparency as an imperative 122
  • 146. How Best Buy became open and social 123
  • 147. Best Buy’s First Social Media Experts 124 Steve Bendt & Gary Koelling
  • 148. The Executive Advocate 125 Barry Judge CMO of Best Buy
  • 150. The Premier Black Fiasco 127 6.8 million emails sent instead of 1,000 test
  • 151. Developing Open Leaders © 2010 Altimeter Group
  • 152. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.” - Marc Benioff, CEO of Salesforce.com © 2010 Altimeter Group
  • 153. 130 Agenda Strategy Learn Dialog Support Innovate Lead Prepare
  • 154. #1 Create a Culture of Sharing 131
  • 155. #2 Discipline is Needed to Succeed 132 Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes No Assess the message Evaluate the purpose Do you want to respond? Does customer need/deserve more info? Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts Yes No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Explain what is being done to correct the issue. Is the problem being fixed? Yes No Yes Adapted from US Air Force Comment Policy Let post stand and monitor. © 2011 Altimeter Group
  • 156. Five ways companies organize around social media 133
  • 157. #3 Ask the Right Questions about Value 134 “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group
  • 158.
  • 159. Size of their networks
  • 160. Percent of referred people who purchase
  • 161.
  • 162. Frequency and value of the support+ Value of support + Value of ideas Spreadsheets for all calculations available at open-leadership.com
  • 163. 35% increase in LTV captured 136
  • 164. Find more fans with large networks Encourage fans to make more referrals Make decisions with metrics 137
  • 165. No relationships are perfect Google’s mantra:“Fail fast, fail smart” #4 Prepare for Failure 138 © 2011 Altimeter Group
  • 166. 139 Create Sandbox Covenants © 2011 Altimeter Group
  • 167. Structure your risk-taking and failure systems to create resilience 140 Conduct pre- and post-mortems. E.g. Johnson & Johnson after Motrin Moms. Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. E.g. Ford’s “lost” Fiesta. Build in responsiveness. E.g. Best Buy’s Black reward card. Prepare yourself for the personal cost of failure.
  • 168. Audit the last few failures you and your organization experienced. 25% - what happened. 25% - what you learned. 50% - what you will do next. Keep a failure file. Identify risk-taking training needs. Build failure into your planning and operating processes. Create support networks for the inevitable failures. Action plan to prepare for failure 141
  • 169. It’s about RELATIONSHIPS © 2011 Altimeter Group
  • 170. 143 Give Up Control AND STILL BE IN COMMAND © 2011 Altimeter Group
  • 171. Charlene Li charlene@altimetergroup.com charleneli.com/blog Twitter: charleneli For slides, send an email to slides@altimetergroup.com For more information & to buy the book visit open-leadership.com © 2011 Altimeter Group

Editor's Notes

  1. MUST INCLUDE
  2. n_sala: @ Piposala updating the software. court shall have to go to English and you doAutomatically translated from Spanish

12 minutes ago via web · Reply · View Tweet ·  Show Conversation
 
joejcurry: Dear @ ConAgraFoods : I Was That elated to see Peter Pan peanut butter is for sale in Madrid's El Corte Ingles. :)Automatically translated from Spanish

about 1 hour ago via web · Reply · View Tweet
 
adelantando: Spent the evening shopping at El Corte Ingles. I couldn't have been happier.Already in English

about 1 hour ago via TweetCaster from Madrid, Madrid · Reply · View Tweet
 


Averny: @ Xansi good case and makes you not personally read the English cutsuits meAutomatically translated from Spanish

about 2 hours ago via Echofon · Reply · View Tweet ·  Show Conversation
 
acha_szemzo: Well, today was a day duuuuro, I ate a 1 in English .. I cut my hair, train in San Carlos, r ECINE arrived .. that straw, now # UniqueAutomatically translated from Spanish

about 3 hours ago via web · Reply · View Tweet
 
Karoliineeea: Today is already on sale in Spain new CD-The Remixes Justin Bieber! Not reach 10 €! In the English court but brings x 10 1 T €Automatically translated from Spanish

  3. http://surprise.klm.com/
  4. We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
  5. http://www.slideshare.net/socialmediainfluence/ruth-speakman-from-sony-electronics-europe-at-social-media-influence-conference (slide 9 for Twitter as retail channel)http://twitter.com/#!/sonyeuropehttp://www.gadgetlite.com/2009/10/23/10-sony-vaio-laptops-weve-e-voucher/To celebrate their 1,000th follower on Twitter, SonyEurope promoted a special 10% discount offer if they followed them and customized a laptop on their website. This offer was given as an exclusive to three online publications and teaser tweets were sent to promote it as well. The end result was over 1million Euros worth of product orders.
  6. http://www.bannerblog.com.au/2009/06/vw_twitter.phpVW set up a banner ad whereyouenteredyourTwitter handle, itanalyzed the keywordsyouused in yourtweets and thensuggested a specific model VW based on thatanalysis.
  7. http://www.typicallyspanish.com/news/publish/article_25232.shtmlTurespaña ( The Spanish Institute of Tourism) has launched an innovative online campaign on social networks, such as Facebook, Twitter and Youtube relating to the subject, “Spain, a country to share”. The project aims to completely change the way of communicating and promoting Spanish destinations, going beyond the classic idea of Spain as a destination for “sun and beach”.http://www.facebook.com/spainhttp://www.formspring.me/ilovespainhttp://www.youtube.com/spain
  8. http://www.facebook.com/ernstandyoungcareers?sk=wall&filter=120110330#charlene#facebook#b2b#dialog#hr#recruitment
  9. http://www.facebook.com/interrailnet?sk=wall&filter=2
  10. http://wearesocial.net/tesco/http://blog.clothingattesco.com/category/clothing-at-tesco-loves/
  11. http://www.businessweek.com/globalbiz/content/jun2009/gb20090619_984913.htmhttp://twitter.com/#!/vodafoneukAlmost ALL of Vodafone UK’s 47,000+ tweets are public @replies to customer inquiries. The only tweets that aren’t are to let customers now when their team is signing off for the night and signing back on in the morning. Although the article I read that mentioned them said they also used it for marketing purposes, I didn’t see any marketing messages recently.
  12. http://simpliflying.com/2010/live-how-airlines-and-eurocontrol-are-conquering-icelandinc-volcanic-ash-through-social-media-ashtag/
  13. http://www.linkedin.com/answers?trk=hb_tab_aynhttp://www.facebook.com/?sk=questions&ap=1http://www.quora.com/Which-are-the-best-social-media-blogs-in-Spain?q=spain+social+media
  14. http://searchcrm.techtarget.com/news/1350030/Should-marketing-or-customer-service-manage-your-social-networking-efforts
  15. http://www.facebook.com/danskebank?v=app_177360692283592http://www.visible-banking.com/2011/02/idebank-danske-bank-leverages-facebook-to-improve-its-mobile-banking-application.htmlMarch 16, 2011#financial#europe#sweden#facebook#innovate
  16. http://ideaposti.posti.fi/#uusimmat_tab
  17. http://www.fiatmio.cc/en/20110330#charlene#innovating#crowdsource
  18. Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  19. Define how open well.