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ediaRKroi
           si ng so cial mRAMEWO
  creaGLADWELL’S TIPPING POIN
in G                     TF
                                - Colleen
                                          Carrington
    USIN
Why Gladwell’s Tipping Point Framework?
“Gladwell’s theories could be used
    to run businesses more effectively,
to turn products in to runaway bestsellers,
       and perhaps most important,
         to alter human behavior.”

                - New York Times
Agreed.
Everyone is getting connected
3 out of 4 adults use social networks




Source: Pew Research
Why?
Maslow knew
Oh, and there’s that other thing
76% of people think advertisers LIE




Source: 2009 Yankelovich Study
Most trusted advertising

1. Recommendations from friends
2. Other people’s opinions online
3. Company websites
4. Editorial content (news articles)
5. Brand sponsorships




Source: Neilsen Online Global Consumer Study, April 2009
Friends like to get recommendations from friends ...
and to read other people’s opinions online
With hundreds of millions of people on social networks
spe nd
                                     r ket ing
                       mTaE RISE
                   dia ON H
    ial          me
soc                             IS




                                                          2014
                                                     $3.1 Billion
      2010
   $9.3 million



   Source: Forrester Research
BUT
DID YOU
 KNOW
          ?
By 2010,
half of companies
      with an
online community
     will fail
to manage it as an
 agent of change,
    ultimately
     eroding
 customer value
     Source: Gartner Group
Why?
Rushing in
    without
clearly defined
    benefits
  for both the
 company and
 the customer
   will be the
biggest cause of
    failure.
    Source: Gartner Group
Those who fail to plan (mutual benefits),
              plan to fail.
‘Agent of Change’ Success Story
                                  Ford Fiesta Movement


• founded on fair trade
    (free Fiesta & gas for 6 months in return
    for one video posted per month)

• both the brand and
   the agent were
   giving and getting

• gift economy approach
• happier, more productive, more
   symmetrical relationship
Source: Bud Caddell, Undercurrent
Sensational Results

• 100 Ford Fiesta Agents
• 6.5 million YouTube views
    3.4 million impressions on Twitter
    670,000 photo views on Flickr

• 50,000 requests for info from non-
    Ford owners

• Sold 10,000 units in the first six
    days of sales

• Fraction of the cost of typical
    national TV campaign
Source: Scott Monty, Ford, and Bud Caddell, Undercurrent
To reach a
social media tipping point
    focus planning on
      three key areas
Gladwell’s
Framework


               1. th
                      e rig
              2. a          ht pe
                   stick          ople
             3. th        y ide
                   e rig        a
                         ht co
                               ntex
                                    t
Gladwell’s
Framework


               1. th
                      e rig
              2. a           ht p
                   stick          eop
             3. th        y ide       le
                   e rig       a
                         ht co
                               ntex
                                    t
How well do you know your customers?
  DEMOGRAPHICS   PSYCHOGRAPHICS   BEHAVIORS   GEOGRAPHICS
Where are they spending their time?
                                                   Top Social Sites: Estimated Monthly Traffic




            150



           112.5



             75
Millions




            37.5



              0
                   Wordpress Facebook YouTube MySpace Blogger                             LinkedIn   Twitter
                          Blogs                                                  Blogs
                   Source: Carrington (chart), Quantcast (data), May 2010
Are they ... ?



connectors         know lots of people

 mavens            know about things
                     convince us to
salespeople        use information in a
                       certain way



                           Source: Malcolm Gladwell, The Tipping Point
Online Behavior
                               Social Technographic Profiles


                                                                                                                                                                   n
                                                                                                                                                          fol ks ca rs
                                                                                                                                                   Th ese e othe
                                                                                                                                                            c
                     Creators                                         24%                                                                           in fluen
answer questions, create new content


           Critics/Editors                                                                 37%
      provide feedback, ideas, insight


  Joiners/Connectors                                                                                             51%
    amplify conversations and WOM


                  Collectors                                      21%
organize, tag, rate, rank and moderate


                  Spectators                                                                                                                           73%
                         listen/watch


                      Inactives                               18%
                         do nothing

                                         0%                           20 %                              40 %                             60 %                            80 %
                                              Source: Groundswell 2009 general population data merged with Ant’s Eye View’s classification system
Who are your Influencers?




  Source: Jake McKee
Find, thank and energize your Influencers
    They are your ‘Agents of Change’
Influencers
                         Find. Thank. Energize.




Source: Ant’s Eye View
Example: The Power of Many

Microsoft MVP Program Numbers: 2008



        Independent Experts                                            Real World Answers

            The Microsoft MVP award recognizes exceptional technology community
              leaders who foster the free and objective exchange of knowledge by
               actively sharing their real world expertise with users and Microsoft.



             Selection                         Benefits                           The Numbers

    •   Recognized                       • Relationship                    •   4000+ MVPs
    •   Credible                         • Early access                    •   90+ Countries
    •   Annual in scope                  • Private & peer                  •   90+ Products
    •   Global                               connections                   •   7000+ bugs (Vista/012)
    •   Community & Microsoft            •   Global summit, industry       •   500+ product reviews
        nominated                            & local events                •   70% author, speak, blog
                                         •   Reputation & brand            •   1M+ answers (NG/Forum)




 Source: Ant’s Eye View
Example: The Power of One

Influencer: Rich Marcotte, ‘The Mayor of Southwest’




• Flew 200 times a year
    for 9 years
•   Was recognized
    and thanked
•   Brand enthusiast

• Rich evangelized ...
    ~ 9000 customers




                                                      Source: Ben McConnell / Jackie Huba
Influencers
can help calm th
                 e waters
 when there is a s
                   torm
I'm Too Fat to Fly So
                            uthwest?!




              Kevin Smith
How do you find your influencers?

Top
commercial
listening
platforms
How do you find your influencers?

   Free        Social Mention
   listening   Alterian SM2
   platforms   Alltop
               Technorati
               Google Reader
               Google Blogsearch
               Google Alerts
               Twitter Search
               Twitter Analyzer
               BackType
Other types of influencers?


      • journalists
      • analysts
      • bloggers
      • employees
Personas

Proven to increase effectiveness
of user-centered design &
communications

• Develop a persona for each segment of target
 market, prioritize

• Analyze online behavior within each persona

                                   Source: Long 2009
Primary Persona Example
                            For Ford Fiesta




                          Meet Eric:
                          • Generation Y
                          • young US adult                Eric wants:
                          • tech savvy                    • a small, fuel efficient car with all the
                          • has aversion to status quo       cool technology of full-sized more
                          • immune to tried-and-true         expensive cars
                            brands                        • a car that helps him broadcast a
                          • socially vibrant (creator)       youthful, hip, slightly adventurous
                                                             image and a fun attitude … even if he
                                                             is none of those things in real life
                                                          • custom graphics and color options that
                                                             let him express his individuality
                                                          • a safe vehicle that handles well
                                                          • a price less than $20k
Eric is delighted to find the Ford Fiesta meets all of his price/performance criteria and exceeds
other cars in the category for cool technology (voice activated music search, hands free calls,
audible text, turn-by-turn nav, keyless entry, remote start)
                                                                                   (Created by C. Carrington)
How well do you understand your target market?

   Who are your organization’s influencers?
Gladwell’s
Framework


               1. th
                      e rig
              2. a          ht pe
                    stick         ople
             3. th         y ide
                   e rig         a
                         ht co
                               ntex
                                    t
Quintupled ‘Blendtec’ sales
        with YouTube videos




      t ble nd?
Will i




                                   Source: Groundswell
the
brothers heath
 have it right
a “sticky” idea is

   simple
   unexpected
   concrete
   credentialed
   emotional
   story



   Source: Chip & Dan Heath, Made to Stick
Southwest Airlines: a cause, not just an airline




                                          Source: Flying Photog
Southwest Airlines: a cause, not just an airline

   Simple               only one type of plane



   Unexpected           humor



   Concrete             consistently low fares, outstanding service



   Credentialed         results



   Emotional            close-knit, gregarious, huggy staff



   Story                give passengers a story to tell
“The captain will be turning down
                                the lights as we prepared for takeoff.
                           This isn’t necessary for any technical purpose.
                        It’s just been a long day and our flight attendants
                          don’t look as lovely as they did this morning. “




Source: Flying Photog
Don’t worry about the profit.
         Think about customer service.
    Profit is a by-product of customer service.
              It’s not an end of itself.
                                      - Herb Keller, Co-founder Southwest Airlines




Source: Ben McConnell / Jackie Huba
Southwest uses social media to
    enhance and improve
    customer experience
Southwest Airlines: engaged in social




             mutual                      positive
             benefit                     sentiment




                                  listening &
          interacting             responding
content is king, long live the king
the secret to good social content

     • friendly & human voice
     • consistent & clear language
     • helpful & timely
     • meaningful & relevant
     • entertaining
successful social is all about being
              helpful
relevant
entertaining
Gary V grew his family business from
         $4M to $50M
What is your sticky idea?
Gladwell’s
Framework


               1. th
                     e rig
              2. a         ht pe
                   stick         ople
             3. th       y ide
                   e rig       a
                         ht co
                                ntex
                                     t
Broken windows theory and the power of context are
  one and the same. They are both based on the premise that an
epidemic can be reversed, can by tipped, by tinkering with the
        smallest details of the immediate environment.
                                                      - Malcolm Gladwell




                          Source: The Tipping Point
Epidemic: Customers feel like they are in ‘dell hell’




             ‘ I can’t find anyone to help me.’
                    ‘dell lies. dell sucks.’

                       Source: Jeff Jarvis & dellhell.net
Reversed/tipped by:
IdeaStorm - a place to vent, share ideas, vote



                 14k ideas 720k votes 89k comments
Epidemic: Starbucks losing share & profit




                            Jan 2007

• stiff competition         $35.14
• sharp decline in traffic                                 stock price


                                 pr
  and spending


                                   ofi
                                   ts
                                  dr ee y
                                    th
                                    op ea
• poor economy made
                                       r
                                         97 r lo
                                           %
                                             (Q
                                               4,
                                                  w
                                                  20
  the problem worse

                                                   8)0
                                                            Dec 2008
                                                         $7.95
                                                   Source: Wikivest & Seattle Times
Reversed/tipped by:
                             ‘My Starbucks Idea’

                             75,000 IDEAS < 6 MONTHS




                                                                               May 2010
                                                                            $27.18
                                                   stock price




                                                                                 ed
                                                                                 en
                                                                             list
                                                                            ks
                                                                          uc
                                                                        rb
                                                                      Sta
                                                         Dec 2008
                                                       $7.95
Source: Forrester Research                                       Source: Wikivest & Seattle Times
Customers need a place to have
     their opinions heard
ebags Ratings and Reviews




                                   Source: Josh Bernhoff & Charlene Li, ebags.com




• Y1 cost = $200k
• Y1 net additional sales because of R&R = $1.6MM
• Net add’l profit margin at 25% = $400k
People like the psychic income they get from
       being part of community and
             helping each other
Constant Contact Customer Community




      • 2005/2006
      • 10% participation
      • 30% generated referrals
      • acquisition cost = $60 credit
      • new customer lifetime value = $1500
      • revenues grew 88%

       Source: Groundswell
It’s about building brand community
Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars




                                                           Source: Brains on Fire
What’s the context for your
      organization’s
 social media program?
Gladwell
 Knows



   To reach a        1. th
                           e rig
                    2. a         ht pe
tipping point            stick         ople
                  3. th        y ide
    you need            e rig        a
                ... an        ht co
                       das          ntex
                             olid        t
                                  plan
Next Steps


                    1. yo
                          ur ta
To reach your      2. a         rget
                        com           audi
 own tipping      3. th       pelli        ence
                        e be        ng &
       point,    orga        st SM       stick
                      nizat
                            ion/p    tools y idea
     identify:                     rodu   give
                                               n yo
                                        ct’s c      ur
                                              onte
                                                  xt


Develop a solid plan
Colleen Carrington
      Keeping Brand Love Alive


www.linkedin.com/in/colleencarrington
            @colleencar
Ben McConnell, Creating Customer Evangelists
              Brian Solis, Engage
              Charlene Li, Groundswell
              Chip & Dan Heath, Made to Stick
              Chris Brogan, Trust Agents
              Dan Roam, The Back of a Napkin
              David Armano, Edelman Digital
              David Meerman Scott, The New Rules of Marketing and PR
              Eric Weaver, Tribal DDB
              Garr Reynolds, Presentation Zen
              Geno Church, Brains of Fire
Inspired by   Jackie Huba, Creating Customer Evangelists
              Jake McKee, Ant’s Eye View
              Jeremiah Owyang, Altimeter Group
              Josh Bernoff, Groundswell
              Karen McGrane, Bond Art + Science
              Kristina Halvorson, Content Strategy for the Web
              Malcom Gladwell, The Tipping Point
              Peter Kim, Dachis Group
              Rick Levine, Cluetrain Manefesto
              Sean O’Driscoll, Ant’s Eye View
              Seth Godin, Purple Cow
              Spike Jones, Brains on Fire
              Tac Anderson, Waggenner Edstrom, Studio D
              William J. McEwen, Married to the Brand
Sources
           All images from iStockphoto.com unless other wise indicated



Slide 3                                  Malcolm Gladwell, Blink, outside back cover

                                         http://pewinternet.org/Reports/2010/Social-Media-and-Young-
Slide 6                                  Adults/Summary-of-Findings.aspx?r=1
                                         http://www.letsstartthinking.org/quickreference/images/maslow-
Slide 8                                  need-hierarchy.gif
                                         http://www.slideshare.net/BrainsOnFire/social-media-business-
Slide 10                                 forum-geno-church
                                         http://blog.nielsen.com/nielsenwire/consumer/global-advertising-
Slide 11                                 consumers-trust-real-friends-and-virtual-strangers-the-most/

Slide 15                                 http://mashable.com/2009/07/08/social-media-marketing-growth/

                                         http://www.slideshare.net/JacobMorgan8/social-crm-presentation-
Slide 17                                 at-new-comm-forum
                                         http://www.slideshare.net/JacobMorgan8/social-crm-presentation-
Slide 19                                 at-new-comm-forum
                                         http://socialmediainfluence.com/2010/01/20/fords-fiesta-of-social-
                                         media/
Slide 21                                 http://www.businessweek.com/managing/content/jan2010/
                                         ca2010018_445530.htm
                                         http://www.scottmonty.com/2009/11/on-giving-thanks.html
Slide 22                                 http://www.businessweek.com/managing/content/jan2010/
                                         ca2010018_445530.htm

Slide 24                                 Malcolm Gladwell, The Tipping Point

Slide 28                                 Malcolm Gladwell, The Tipping Point, p.30



                                                                                                   Contd/...
Sources
           All images from iStockphoto.com unless other wise indicated


                                         http://www.forrester.com/Groundswell/ladder.html
Slide 29                                 http://www.slideshare.net/seanodmvp/smb-seattle-antseyeview
                                         http://www.socialmediatoday.com/SMC/118941

Slide 32                                 http://www.slideshare.net/seanodmvp/smb-seattle-antseyeview

Slide 33                                 http://www.slideshare.net/seanodmvp/smb-seattle-antseyeview

                                         http://www.creatingcustomerevangelists.com/photos/readers/
Slide 34                                 09.asp

Slide 36                                 http://www.people.com/people/article/0,,20344142,00.html

Slide 40                                 http://en.wikipedia.org/wiki/Persona_(marketing)

Slide 44                                 Source: Erik Qualman,Socialnomics, and YouTube

Slide 49                                 Ben McConell and Jackie Huba, Creating Customer Evangelists, p 175
                                         - 179
Slide 50                                 Photo: Flying Photog
                                         http://flickriver.com/groups/southwestairlines/pool/interesting/

Slide 55                                 http://www.youtube.com/user/homedepot

Slide 56                                 http://instoresnow.walmart.com/Community.aspx?id=101

Slide 57                                 http://www.youtube.com/sienna

                                         Erik Qualman, Social Media ROI, http://www.youtube.com/watch?
                                         v=ypmfs3z8esI&feature=related
Slide 58                                 http://tv.winelibrary.com/2010/05/19/gourmet-library-cheese-
                                         tasting-with-wine-pairings-episode-864/



                                                                                                           Contd/...
Sources
           All images from iStockphoto.com unless other wise indicated




Slide 61                                 Malcolm Gladwell, The Tipping Point, p.146

                                         http://www.dellhell.net/
                                         http://www.buzzmachine.com/archives/2005_06_21.html
Slide 62                                 http://www.baldrige.com/criteria_customerfocus/lessons-learned-
                                         from-dell-hell/


                                         http://www.ideastorm.com/ideaList?cat=IdeaStorm&lsi=0
Slide 63                                 22May21010


                                         http://www.wikinvest.com/stock/Starbucks_(SBUX)/WikiChart
                                         stock: http://seattletimes.nwsource.com/html/businesstechnology/
Slide 64                                 2004079246_bizbriefs18.html
                                         profits http://seattletimes.nwsource.com/html/localnews/
                                         2008375931_starbucks11.html
                                         http://www.forrester.com/Groundswell/embracing/
                                         mystarbucksidea.html
                                         http://www.wikinvest.com/stock/Starbucks_(SBUX)/WikiChart
Slide 65                                 stock: http://seattletimes.nwsource.com/html/businesstechnology/
                                         2004079246_bizbriefs18.html
                                         profits http://seattletimes.nwsource.com/html/localnews/
                                         2008375931_starbucks11.html
                                         Groundswell p. 129
Slide 67                                 http://www.ebags.com/product/ebags/mother-lode-tls-junior-25-
                                         wheeled-duffel/125548

Slide 69                                 Groundswell, p.129




                                                                                                   Contd/...
Sources
           All images from iStockphoto.com unless other wise indicated



                                         photo: http://www.brainsonfire.com/assets/images/
                                         slideshow_assets/slide9.jpg
Slide 70                                 blog: http://www.whatsnextblog.com/archives/2008/10/
                                         fiskateers_how_a_social_community_became_a_veritable_sales_for
                                         ce.asp

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Increasing Social Media ROI Using Gladwell's Tipping Point Framework

  • 1. ediaRKroi si ng so cial mRAMEWO creaGLADWELL’S TIPPING POIN in G TF - Colleen Carrington USIN
  • 2. Why Gladwell’s Tipping Point Framework?
  • 3. “Gladwell’s theories could be used to run businesses more effectively, to turn products in to runaway bestsellers, and perhaps most important, to alter human behavior.” - New York Times
  • 6. 3 out of 4 adults use social networks Source: Pew Research
  • 9. Oh, and there’s that other thing
  • 10. 76% of people think advertisers LIE Source: 2009 Yankelovich Study
  • 11. Most trusted advertising 1. Recommendations from friends 2. Other people’s opinions online 3. Company websites 4. Editorial content (news articles) 5. Brand sponsorships Source: Neilsen Online Global Consumer Study, April 2009
  • 12. Friends like to get recommendations from friends ...
  • 13. and to read other people’s opinions online
  • 14. With hundreds of millions of people on social networks
  • 15. spe nd r ket ing mTaE RISE dia ON H ial me soc IS 2014 $3.1 Billion 2010 $9.3 million Source: Forrester Research
  • 17. By 2010, half of companies with an online community will fail to manage it as an agent of change, ultimately eroding customer value Source: Gartner Group
  • 18. Why?
  • 19. Rushing in without clearly defined benefits for both the company and the customer will be the biggest cause of failure. Source: Gartner Group
  • 20. Those who fail to plan (mutual benefits), plan to fail.
  • 21. ‘Agent of Change’ Success Story Ford Fiesta Movement • founded on fair trade (free Fiesta & gas for 6 months in return for one video posted per month) • both the brand and the agent were giving and getting • gift economy approach • happier, more productive, more symmetrical relationship Source: Bud Caddell, Undercurrent
  • 22. Sensational Results • 100 Ford Fiesta Agents • 6.5 million YouTube views 3.4 million impressions on Twitter 670,000 photo views on Flickr • 50,000 requests for info from non- Ford owners • Sold 10,000 units in the first six days of sales • Fraction of the cost of typical national TV campaign Source: Scott Monty, Ford, and Bud Caddell, Undercurrent
  • 23. To reach a social media tipping point focus planning on three key areas
  • 24. Gladwell’s Framework 1. th e rig 2. a ht pe stick ople 3. th y ide e rig a ht co ntex t
  • 25. Gladwell’s Framework 1. th e rig 2. a ht p stick eop 3. th y ide le e rig a ht co ntex t
  • 26. How well do you know your customers? DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORS GEOGRAPHICS
  • 27. Where are they spending their time? Top Social Sites: Estimated Monthly Traffic 150 112.5 75 Millions 37.5 0 Wordpress Facebook YouTube MySpace Blogger LinkedIn Twitter Blogs Blogs Source: Carrington (chart), Quantcast (data), May 2010
  • 28. Are they ... ? connectors know lots of people mavens know about things convince us to salespeople use information in a certain way Source: Malcolm Gladwell, The Tipping Point
  • 29. Online Behavior Social Technographic Profiles n fol ks ca rs Th ese e othe c Creators 24% in fluen answer questions, create new content Critics/Editors 37% provide feedback, ideas, insight Joiners/Connectors 51% amplify conversations and WOM Collectors 21% organize, tag, rate, rank and moderate Spectators 73% listen/watch Inactives 18% do nothing 0% 20 % 40 % 60 % 80 % Source: Groundswell 2009 general population data merged with Ant’s Eye View’s classification system
  • 30. Who are your Influencers? Source: Jake McKee
  • 31. Find, thank and energize your Influencers They are your ‘Agents of Change’
  • 32. Influencers Find. Thank. Energize. Source: Ant’s Eye View
  • 33. Example: The Power of Many Microsoft MVP Program Numbers: 2008 Independent Experts Real World Answers The Microsoft MVP award recognizes exceptional technology community leaders who foster the free and objective exchange of knowledge by actively sharing their real world expertise with users and Microsoft. Selection Benefits The Numbers • Recognized • Relationship • 4000+ MVPs • Credible • Early access • 90+ Countries • Annual in scope • Private & peer • 90+ Products • Global connections • 7000+ bugs (Vista/012) • Community & Microsoft • Global summit, industry • 500+ product reviews nominated & local events • 70% author, speak, blog • Reputation & brand • 1M+ answers (NG/Forum) Source: Ant’s Eye View
  • 34. Example: The Power of One Influencer: Rich Marcotte, ‘The Mayor of Southwest’ • Flew 200 times a year for 9 years • Was recognized and thanked • Brand enthusiast • Rich evangelized ... ~ 9000 customers Source: Ben McConnell / Jackie Huba
  • 35. Influencers can help calm th e waters when there is a s torm
  • 36. I'm Too Fat to Fly So uthwest?! Kevin Smith
  • 37. How do you find your influencers? Top commercial listening platforms
  • 38. How do you find your influencers? Free Social Mention listening Alterian SM2 platforms Alltop Technorati Google Reader Google Blogsearch Google Alerts Twitter Search Twitter Analyzer BackType
  • 39. Other types of influencers? • journalists • analysts • bloggers • employees
  • 40. Personas Proven to increase effectiveness of user-centered design & communications • Develop a persona for each segment of target market, prioritize • Analyze online behavior within each persona Source: Long 2009
  • 41. Primary Persona Example For Ford Fiesta Meet Eric: • Generation Y • young US adult Eric wants: • tech savvy • a small, fuel efficient car with all the • has aversion to status quo cool technology of full-sized more • immune to tried-and-true expensive cars brands • a car that helps him broadcast a • socially vibrant (creator) youthful, hip, slightly adventurous image and a fun attitude … even if he is none of those things in real life • custom graphics and color options that let him express his individuality • a safe vehicle that handles well • a price less than $20k Eric is delighted to find the Ford Fiesta meets all of his price/performance criteria and exceeds other cars in the category for cool technology (voice activated music search, hands free calls, audible text, turn-by-turn nav, keyless entry, remote start) (Created by C. Carrington)
  • 42. How well do you understand your target market? Who are your organization’s influencers?
  • 43. Gladwell’s Framework 1. th e rig 2. a ht pe stick ople 3. th y ide e rig a ht co ntex t
  • 44. Quintupled ‘Blendtec’ sales with YouTube videos t ble nd? Will i Source: Groundswell
  • 46. a “sticky” idea is simple unexpected concrete credentialed emotional story Source: Chip & Dan Heath, Made to Stick
  • 47. Southwest Airlines: a cause, not just an airline Source: Flying Photog
  • 48. Southwest Airlines: a cause, not just an airline Simple only one type of plane Unexpected humor Concrete consistently low fares, outstanding service Credentialed results Emotional close-knit, gregarious, huggy staff Story give passengers a story to tell
  • 49. “The captain will be turning down the lights as we prepared for takeoff. This isn’t necessary for any technical purpose. It’s just been a long day and our flight attendants don’t look as lovely as they did this morning. “ Source: Flying Photog
  • 50. Don’t worry about the profit. Think about customer service. Profit is a by-product of customer service. It’s not an end of itself. - Herb Keller, Co-founder Southwest Airlines Source: Ben McConnell / Jackie Huba
  • 51. Southwest uses social media to enhance and improve customer experience
  • 52. Southwest Airlines: engaged in social mutual positive benefit sentiment listening & interacting responding
  • 53. content is king, long live the king
  • 54. the secret to good social content • friendly & human voice • consistent & clear language • helpful & timely • meaningful & relevant • entertaining
  • 55. successful social is all about being helpful
  • 58. Gary V grew his family business from $4M to $50M
  • 59. What is your sticky idea?
  • 60. Gladwell’s Framework 1. th e rig 2. a ht pe stick ople 3. th y ide e rig a ht co ntex t
  • 61. Broken windows theory and the power of context are one and the same. They are both based on the premise that an epidemic can be reversed, can by tipped, by tinkering with the smallest details of the immediate environment. - Malcolm Gladwell Source: The Tipping Point
  • 62. Epidemic: Customers feel like they are in ‘dell hell’ ‘ I can’t find anyone to help me.’ ‘dell lies. dell sucks.’ Source: Jeff Jarvis & dellhell.net
  • 63. Reversed/tipped by: IdeaStorm - a place to vent, share ideas, vote 14k ideas 720k votes 89k comments
  • 64. Epidemic: Starbucks losing share & profit Jan 2007 • stiff competition $35.14 • sharp decline in traffic stock price pr and spending ofi ts dr ee y th op ea • poor economy made r 97 r lo % (Q 4, w 20 the problem worse 8)0 Dec 2008 $7.95 Source: Wikivest & Seattle Times
  • 65. Reversed/tipped by: ‘My Starbucks Idea’ 75,000 IDEAS < 6 MONTHS May 2010 $27.18 stock price ed en list ks uc rb Sta Dec 2008 $7.95 Source: Forrester Research Source: Wikivest & Seattle Times
  • 66. Customers need a place to have their opinions heard
  • 67. ebags Ratings and Reviews Source: Josh Bernhoff & Charlene Li, ebags.com • Y1 cost = $200k • Y1 net additional sales because of R&R = $1.6MM • Net add’l profit margin at 25% = $400k
  • 68. People like the psychic income they get from being part of community and helping each other
  • 69. Constant Contact Customer Community • 2005/2006 • 10% participation • 30% generated referrals • acquisition cost = $60 credit • new customer lifetime value = $1500 • revenues grew 88% Source: Groundswell
  • 70. It’s about building brand community Branded mentions up 600+%, 5,000+ members, de-commoditized Fiskars Source: Brains on Fire
  • 71. What’s the context for your organization’s social media program?
  • 72. Gladwell Knows To reach a 1. th e rig 2. a ht pe tipping point stick ople 3. th y ide you need e rig a ... an ht co das ntex olid t plan
  • 73. Next Steps 1. yo ur ta To reach your 2. a rget com audi own tipping 3. th pelli ence e be ng & point, orga st SM stick nizat ion/p tools y idea identify: rodu give n yo ct’s c ur onte xt Develop a solid plan
  • 74. Colleen Carrington Keeping Brand Love Alive www.linkedin.com/in/colleencarrington @colleencar
  • 75. Ben McConnell, Creating Customer Evangelists Brian Solis, Engage Charlene Li, Groundswell Chip & Dan Heath, Made to Stick Chris Brogan, Trust Agents Dan Roam, The Back of a Napkin David Armano, Edelman Digital David Meerman Scott, The New Rules of Marketing and PR Eric Weaver, Tribal DDB Garr Reynolds, Presentation Zen Geno Church, Brains of Fire Inspired by Jackie Huba, Creating Customer Evangelists Jake McKee, Ant’s Eye View Jeremiah Owyang, Altimeter Group Josh Bernoff, Groundswell Karen McGrane, Bond Art + Science Kristina Halvorson, Content Strategy for the Web Malcom Gladwell, The Tipping Point Peter Kim, Dachis Group Rick Levine, Cluetrain Manefesto Sean O’Driscoll, Ant’s Eye View Seth Godin, Purple Cow Spike Jones, Brains on Fire Tac Anderson, Waggenner Edstrom, Studio D William J. McEwen, Married to the Brand
  • 76. Sources All images from iStockphoto.com unless other wise indicated Slide 3 Malcolm Gladwell, Blink, outside back cover http://pewinternet.org/Reports/2010/Social-Media-and-Young- Slide 6 Adults/Summary-of-Findings.aspx?r=1 http://www.letsstartthinking.org/quickreference/images/maslow- Slide 8 need-hierarchy.gif http://www.slideshare.net/BrainsOnFire/social-media-business- Slide 10 forum-geno-church http://blog.nielsen.com/nielsenwire/consumer/global-advertising- Slide 11 consumers-trust-real-friends-and-virtual-strangers-the-most/ Slide 15 http://mashable.com/2009/07/08/social-media-marketing-growth/ http://www.slideshare.net/JacobMorgan8/social-crm-presentation- Slide 17 at-new-comm-forum http://www.slideshare.net/JacobMorgan8/social-crm-presentation- Slide 19 at-new-comm-forum http://socialmediainfluence.com/2010/01/20/fords-fiesta-of-social- media/ Slide 21 http://www.businessweek.com/managing/content/jan2010/ ca2010018_445530.htm http://www.scottmonty.com/2009/11/on-giving-thanks.html Slide 22 http://www.businessweek.com/managing/content/jan2010/ ca2010018_445530.htm Slide 24 Malcolm Gladwell, The Tipping Point Slide 28 Malcolm Gladwell, The Tipping Point, p.30 Contd/...
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