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Philippines AdCongress speech by Charlene Li

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Speech by Charlene Li at the Philippines AdCongress, November 17, 2011 in Camarines Sur, Philippines

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Philippines AdCongress speech by Charlene Li

  1. <ul><li>Harnessing The Power Of Social Media </li></ul><ul><li>Charlene Li </li></ul><ul><li>Altimeter Group </li></ul><ul><li>Twitter: @charleneli </li></ul><ul><li>Email: charlene@altimetergroup.com </li></ul>
  2. OUT of CONTROL? © 2011 Altimeter Group
  3. © 2011 Altimeter Group
  4. © 2011 Altimeter Group
  5. <ul><li>It’s about RELATIONSHIPS </li></ul>© 2011 Altimeter Group
  6. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
  7. STRATEGY © 2011 Altimeter Group ORGANIZATION PREPAREDNESS
  8. <ul><li>Four goals define your Strategy </li></ul>
  9. <ul><li>Track brand mentions with basic tools </li></ul>What would happen if every employee could learn from customers?
  10. <ul><li>Nescafe Philippines uses Facebook fans’ insights to improve service </li></ul>Facebook fans become market research and survey data
  11. <ul><li>Your customers want to be “known” </li></ul>I walk into my local grocery store
  12. <ul><li>The store knows it’s me </li></ul><ul><li>Social check-ins (Four Square, Yelp, Facebook Places) </li></ul><ul><li>Near Field Communications </li></ul>
  13. <ul><li>I get coupons to use right away </li></ul>
  14. <ul><li>And connect my phone to in-store GPS shopping cart </li></ul>
  15. <ul><li>Define Your Strategy With Goals </li></ul>
  16. <ul><li>Conversations, not messages </li></ul><ul><li>Human, not corporate </li></ul><ul><li>Continuous, not episodic </li></ul><ul><li>The New Normal </li></ul>
  17. <ul><li>Boeing uses blogs to engage </li></ul>
  18. <ul><li>Kohl’s updates reach 5.7M customers </li></ul>
  19. <ul><li>Timely content and the power of sharing </li></ul>Potential reach of 7,500 engagements is over 1 million people. What would it cost to do this with traditional media?
  20. <ul><li>Define Your Strategy With Goals </li></ul>
  21. <ul><li>Cathay Pacific provides customer support on Twitter and Facebook </li></ul>
  22. <ul><li>How DellOutlet drives sales with Support </li></ul>
  23. <ul><li>Solarwinds’ community is strategic </li></ul>
  24. <ul><li>Define Your Strategy With Goals </li></ul>
  25. <ul><li>P&G uses reviews to improve products </li></ul>
  26. <ul><li>ModCloth has customers merchandise new products </li></ul>
  27. <ul><li>Starbucks involves 50 people around the organization in innovation </li></ul>Over 100 ideas have been implemented
  28. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
  29. ORGANIZATION © 2011 Altimeter Group STRATEGY PREPAREDNESS
  30. <ul><li>Leaderships means having followers </li></ul>“ Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge”
  31. <ul><li>Open Leadership </li></ul>Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group
  32. <ul><li>Traits of Open Leaders </li></ul>Authenticity Transparency
  33. <ul><li>How Best Buy created Open Leaders </li></ul>© 2011 Altimeter Group
  34. <ul><li>Barry’s first post </li></ul>
  35. <ul><li>Retailer Best Buy has 2,500 employees providing support via Twitter </li></ul>
  36. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
  37. PREPAREDNESS © 2011 Altimeter Group STRATEGY ORGANIZATION
  38. <ul><li>#1 Align social with key Strategic Goals </li></ul>Examine your 2011 & 2012 goals Pick ones where social will have an impact Start small , but now
  39. <ul><li>#2 Create a Culture of Sharing </li></ul>
  40. <ul><li>Softbank CEO shares openly, frequently </li></ul>
  41. <ul><li>#3 Discipline is Needed to Succeed </li></ul>Assess the message Adapted from US Air Force Comment Policy © 2011 Altimeter Group Take reasonable action to fix issue and let customer know action taken Evaluate the purpose Unhappy Customer? Dedicated Complainer ? Comedian Want-to-Be? Negative Are the facts correct? Gently correct the facts No No No Yes Are the facts correct? Does customer need/deserve more info? Yes Explain what is being done to correct the issue. Yes Is the problem being fixed? Yes Let post stand and monitor. No Yes No Yes Yes Positive Can you add value? Respond in kind & share Thank the person Yes No Do you want to respond? No Response No Yes
  42. <ul><li>Climb the Social Business Hierarchy of Needs </li></ul>
  43. <ul><li>Five ways companies organize around social media </li></ul>
  44. <ul><li>#4 Ask the Right Questions about Value </li></ul>“ We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group
  45. <ul><li>#5 Master the Art of Failure </li></ul>No relationships are perfect Google’s mantra: “ Fail fast, fail smart ” © 2011 Altimeter Group
  46. Create Sandbox Covenants © 2011 Altimeter Group
  47. <ul><li>It’s about RELATIONSHIPS </li></ul>© 2011 Altimeter Group
  48. Charlene Li [email_address] 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

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