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

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Stitching Marketing Congress: Thriving in Turbulent Times

Editor's Notes

  1. 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.
  2. http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
  3. http://flickr.com/photos/kantor/2279534438/
  4. http://www.scribd.com/doc/22637781/ASOS-com-Launches-Twitter-Feedback-and-Reviews-Site-asosreviews-com
  5. 8243 name suggestions41387 registered for updates848K unique visitors to site1.2million visited live birth
  6. “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.”