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Social Media Marketing Summit Keynote, Oct. 1 2008


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Keynote speech by Charlene Li, "Social Media For Business"

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Social Media Marketing Summit Keynote, Oct. 1 2008

  1. Social Media For Business Charlene Li Altimeter Group
  4. Is this what social media is about? Source:
  5. It’s about the relationship
  6. Agenda <ul><li>How is marketing changing? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>How should you get started? </li></ul>
  7. You’re not alone Source:
  8. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal
  9. How to create a social strategy
  10. How to think about your audience Edited a wiki Moderate a forum Not active Used social networking sites – 29% Tagged online content – 28% 3 Shared something online that you created – 21% Percent of online adults that have ever done this activity Source: Pew Internet & American Life Project, May 2008, Dec 2007 1 , Sept 2007 2 , or Dec 2006 3 Watchers Sharers Commenters Producers Curators Created/worked on a blog – 12% Remixed content – 11% Rated a product, service or person – 32% 2 Commented about a product – 30% 2 Commented on a newsgroup or site – 22% Watched YouTube videos – 52% Read blogs – 42% Downloaded podcasts – 19%
  11. Agenda <ul><li>How is marketing changing? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>How should you get started? </li></ul>
  12. Be clear on your target goal Learn Dialog Spark Help Innovate
  13. Learn by listening
  14. Oracle’s big gamble
  15. H&R Block started a dialog on taxes
  16. Providing tax advice on Facebook
  17. Dialog with Frank Eliason, Comcast
  18. Frank helped me out, and quickly
  19. Skittles sparks with engagement
  20. Helping the groundswell support itself
  21. Intuit taps community for support
  22. Starbucks innovates with the groundswell
  23. And then closes the loop
  24. Wal-mart’s many (failed) attempts
  25. Buyer blog hit the right note
  26. Real people are behind the blog
  27. Agenda <ul><li>How is marketing changing? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>How should you get started? </li></ul>
  28. How will you begin your revolution?
  29. Meet some revolutionaries Steve Bendt & Gary Koelling Wells Fargo Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block
  30. Revolutions start small Set your goal Listen first Get help
  31. Don’t do this alone See a list at
  32. 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>
  33. The nitty gritty details of the action plan <ul><li>Who needs to buy into the plan? </li></ul><ul><li>Who will “own” the community? </li></ul><ul><li>What’s the right level of engagement (corporate vs. audience vs. product)? </li></ul><ul><li>How will we deal with negative comments and customer service issues? </li></ul><ul><li>How much should we spend? </li></ul>
  34. Photo: Kantor,
  35. Revolutions require intestinal fortitude
  36. Summary <ul><li>Determine the kind of relationship you want to have with your audience. </li></ul><ul><li>Start small with one simple goal. </li></ul><ul><li>Reach out and get the help that you need. </li></ul><ul><li>Marshall corporate commitment to move on from the mistakes you’ll be making. </li></ul>
  37. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] Copyright © 2008 Altimeter Group