Stitching Marketing Congress: Thriving in Turbulent Times


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Stitching Marketing Conference 2009 presentation on December 5, 2009 in Ghent, Belgium, "Thriving In Turbulent Times With The Help Of Your Friends"

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  • He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
  • Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
  • 8243 name suggestions41387 registered for updates848K unique visitors to site1.2million visited live birth
  • “We don’t have the time, money, or people.”“People will abuse it.”“Our boards/volunteers are short-term focused.”“IT/Legal won’t let us.”What’s stopping you?“I’m afraid of losing control.”
  • Stitching Marketing Congress: Thriving in Turbulent Times

    1. Thriving In Turbulent Times With The Help Of Your Friends<br />Charlene Li<br />Altimeter Group<br />5 December 2009<br />Twitter: #SMC2009<br />For a copy of slides, send an email to<br />
    2. Meet Dave Carroll<br />Source:<br />
    3. Success in the groundswell requires Open Leadership<br />4<br />Have the confidence to let go and still inspire results<br />When people get what they need from each other<br />
    4. It’s about relationships<br />
    5. 6<br />A culture of sharing<br />
    6. Open LeadershipHaving the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals.<br />Photo: Kantor,<br />
    7. Goals define your strategy<br />
    8. Always start with Learn<br />
    9. Learn with monitoring tools<br />
    10. Asos encourages “tweet-back”<br />11<br />
    11. Dialog with your community<br />
    12. The Engagement Pyramid<br />
    13. Vodafone UK engages on Facebook<br />14<br />
    14. created a relationship<br />15<br />
    15. Engagement scores of 100 brands<br />16<br />+18% revenue<br />+15% gross margin<br />growth<br />+5% revenue<br />+3% gross margin<br />growth<br />+10% revenue<br />+1% gross margin growth<br />-6% revenue<br />-11% gross margin growth<br />Source:<br />
    16. Help your members support each other<br />
    17. Premier Farnell supports engineers and employees with “OurTube”<br />18<br />
    18. Providing support via Twitter<br />19<br />
    19. Reviews from friends support sales<br />Note: This is a mock-up, not an actual product <br />Source: Razorfish<br />
    20. Goals define your strategy<br />
    21. Starbucks encourages ideas <br />22<br />
    22. Crowdsourcing new Walkers flavour<br />23<br />
    23. Getting started<br />
    24. #1 Start small, start now<br />Understand audience “Socialgraphics”<br />Set a clear goal<br />
    25. #2 Understand the benefits of openness<br />“We tend to overvalue the things we can measure, and undervalue the things we cannot.”<br />- John Hayes, CMO of American Express<br />26<br />
    26. Fans have value only if you do something with them. <br />Buy more Coke<br />Tell others how much they love Coke<br />4 million fans<br />27<br />
    27. Use metrics to manage openness<br />Net Promoter Score<br />How likely are you to recommend this to someone you know?<br />Lifetime Value<br />Lifetime revenue<br />Cost of acquisition<br />Cost of retention<br />Customer referral value (CRV)<br />
    28. Making decisions with metrics<br />Find more fans with large networks<br />Encourage fans to make more referrals<br />29<br />
    29. #3 Build trust and manage risk<br />The Sandbox Covenant<br />
    30. #4 Plan to fail well<br />Identify the top 5-10 worst case scenarios.<br />Encourage risk taking and forgive failures.<br />31<br />
    31. New rules of open leadership<br />32<br />
    32. Thank You<br />Charlene LiAltimeter Group<br /><br /><br />Twitter: @charleneli<br />For slides, send an email to<br /><br />33<br />Copyright © 2009 Altimeter Group<br />