13. Ask the Right Questions about Value 11 âWe tend to overvalue the things we can measure, and undervalue the things we cannot.â - John Hayes, CMO of American Express Š 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.
34. Track brand mentions with basic tools 22 What would happen if every employee could learn from customers?
35. Integrate monitoring with workflow 23 Other providers Alterian BrandsEye Buzzmetrics Cymfony Sysmos Visible Tech. From Radian 6, to be acquired by Salesforce.com
36. Be sure to track the actual conversations, not just the tweets 24 @JaimieH is a top diabetics advisor who was talking with an insulin pump maker
42. Go beyond traditional data to understand your customers 31 Demographic Geographic Psychographic Behavioral Socialgraphic
43. Where are your customers online? What social information or people do your customers rely on? What is your customersâ social influence? Who trusts them? What are your customersâ social behaviors online? How do your customers use social technologies in the context of your products. Socialgraphics asks key questions 32
51. 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 40
52. 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 41
55. Blogs establish thought leadership 44 CEO Richard Edelman has been blogging consistently since September 2004.
56. SonyEurope rewards Twitter followers with discount that drives significant sales 45 SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over âŹ1m worth of product ordered.
57. VW inserted a tweet analyzing tool into their banner ad to suggest a specific model 46
64. Give out Flip cameras/smartphones Set up an internal âOurTubeâ 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 52
67. Tesco engages influencer blogs 55 Blog post series highlights & drives traffic to blogs by Influencers. Twitter feed encouages engagement too.
68. 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 56
73. Vodafone UK uses Twitter to proactively communicate with customers 61 Vodafone UK humanizes their Twitter account by including pictures of their support team and identifying different respondents by an â^â and the team memberâs initials.
82. Retailer Best Buy has 2,500 employees providing support via Twitter 70
83. Real-time isnât fast enough. Integrate âsocialâ support into your support infrastructure. Scaling support to meet the groundswell will require that you create your own groundswell. Summary - Support 71
92. P&G goes outside for innovation 80 P&G made outside-in innovation a priority
93. P&G developed technology from diaper research Reached out to competitor Clorox to form a new joint venture Helped Glad become Cloroxâs second largest brand Success story: Glad Pressân Seal 81
95. 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 83
106. Likenomics evaluation 89 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 â 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 â none
107. 90 2) Social Search â 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)
108. Social Search evaluation 91 User experience impact - Moderate Search becomes more useful, relevant to people. Business model impact â Moderate SEO takes on a different dimension, rewards companies with social currency, personalized experiences. Ecosystem value impact â Moderate New power brokers are social data/profile players who capture activity data and profiles. Google has little of either.
109. Social monitoring merges with Web analytics HOT: Omniture, Coremetrics/IBM, Webtrends Technology like Hadoop makes it easy for companies to tap âBig Dataâ 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 92
110. Big Data evaluation 93 User experience impact - Low Most users wonât directly experience Big Data. Business model impact â High New businesses and initiatives can be started at very low cost. Ecosystem value impact â Moderate Owners of Big Data repositories can assert control, demand payments for access.
112. TurboTax used âgamesâ to encourage sharing and support 95 Social design can enter training, collaboration, support, hiring
113. Gamification evaluation 96 User experience impact â High Experiences get richer, more engaging Business model impact â Moderate Work gets done faster, cheaper. New organizational structures and cultures emerge. Ecosystem value impact â Low Service providers will remain focused, boutique firms.
115. Curation evaluation 98 User experience impact â Moderate User authority established from better curation, better content is organized well. Business model impact â Moderate Easier for businesses to create their content. Ecosystem value impact â Moderate Individuals challenge media and brands as authorities â and publishers that siphon off ad dollars.
137. Likenomics evaluation 115 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 â 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 â none
138. 116 2) Social Search â 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)
139. Social Search evaluation 117 User experience impact - Moderate Search becomes more useful, relevant to people. Business model impact â Moderate SEO takes on a different dimension, rewards companies with social currency, personalized experiences. Ecosystem value impact â Moderate New power brokers are social data/profile players who capture activity data and profiles. Google has little of either.
140. Social monitoring merges with Web analytics HOT: Omniture, Coremetrics/IBM, Webtrends Technology like Hadoop makes it easy for companies to tap âBig Dataâ 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 118
141. Big Data evaluation 119 User experience impact - Low Most users wonât directly experience Big Data. Business model impact â High New businesses and initiatives can be started at very low cost. Ecosystem value impact â Moderate Owners of Big Data repositories can assert control, demand payments for access.
143. TurboTax used âgamesâ to encourage sharing and support 121 Social design can enter training, collaboration, support, hiring
144. Gamification evaluation 122 User experience impact â High Experiences get richer, more engaging Business model impact â Moderate Work gets done faster, cheaper. New organizational structures and cultures emerge. Ecosystem value impact â Low Service providers will remain focused, boutique firms.
146. Curation evaluation 124 User experience impact â Moderate User authority established from better curation, better content is organized well. Business model impact â Moderate Easier for businesses to create their content. Ecosystem value impact â Moderate Individuals challenge media and brands as authorities â and publishers that siphon off ad dollars.
155. 133 How to give up control but still be in command Š 2011 Altimeter Group
156. Open Leadership 134 Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
177. âYou 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.â - Marc Benioff, CEO of Salesforce.com Š 2010 Altimeter Group
180. #2 Discipline is Needed to Succeed 157 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? No Yes Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts No Yes Yes No No Can you add value? DedicatedComplainer? Are the facts correct? No Yes Explain what is being done to correct the issue. Is the problem being fixed? Š 2011 Altimeter Group Respond in kind & share Thank the person Comedian Want-to-Be? Yes No Yes Adapted from US Air Force Comment Policy Let post stand and monitor.
182. #3 Ask the Right Questions about Value 159 âWe tend to overvalue the things we can measure, and undervalue the things we cannot.â - John Hayes, CMO of American Express Š 2011 Altimeter Group
189. Find more fans with large networks Encourage fans to make more referrals Make decisions with metrics 162
190. No relationships are perfect Googleâs mantra:âFail fast, fail smartâ #4 Prepare for Failure 163 Š 2011 Altimeter Group
191. 164 Create Sandbox Covenants Š 2011 Altimeter Group
192. Structure your risk-taking and failure systems to create resilience 165 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. Fordâs âlostâ Fiesta. Build in responsiveness. E.g. Best Buyâs Black reward card. Prepare yourself for the personal cost of failure.
193. 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 166
195. 168 Give Up Control AND STILL BE IN COMMAND Š 2011 Altimeter Group
196. 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 Š 2011 Altimeter Group
Editor's Notes
MUST INCLUDE
n_sala: @ Piposala updating the software. court shall have to go to English and you doAutomatically translated from Spanishâ¨â¨12 minutes ago via web ¡ Reply ¡ View Tweet ¡  Show Conversation⨠â¨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 Spanishâ¨â¨about 1 hour ago via web ¡ Reply ¡ View Tweet⨠â¨adelantando: Spent the evening shopping at El Corte Ingles. I couldn't have been happier.Already in Englishâ¨â¨about 1 hour ago via TweetCaster from Madrid, Madrid ¡ Reply ¡ View Tweet⨠â¨â¨â¨Averny: @ Xansi good case and makes you not personally read the English cutsuits meAutomatically translated from Spanishâ¨â¨about 2 hours ago via Echofon ¡ Reply ¡ View Tweet ¡  Show Conversation⨠â¨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 Spanishâ¨â¨about 3 hours ago via web ¡ Reply ¡ View Tweet⨠â¨Karoliineeea: Today is already on sale in Spain new CD-The Remixes Justin Bieber! Not reach 10 âŹ! In the English court but brings x 10 1 T âŹAutomatically translated from Spanishâ¨
http://surprise.klm.com/
We donât own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
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.
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.
http://www.typicallyspanish.com/news/publish/article_25232.shtmlTurespaĂąa ( The Spanish Institute of Tourism) has launched an innovative online campaign on social networks, such as Facebook, Twitter and Youtube relating to the subject, âSpain, a country to shareâ. 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 âsun and beachâ.http://www.facebook.com/spainhttp://www.formspring.me/ilovespainhttp://www.youtube.com/spain
http://www.businessweek.com/globalbiz/content/jun2009/gb20090619_984913.htmhttp://twitter.com/#!/vodafoneukAlmost ALL of Vodafone UKâs 47,000+ tweets are public @replies to customer inquiries. The only tweets that arenât 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 didnât see any marketing messages recently.
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. Hereâs an example of automatic ordering. Note that there is a status update here âUnder Reviewâ.