The document discusses strategies for revolutionizing marketing through effective conversations, emphasizing the importance of building relationships rather than relying solely on technology. Key recommendations include starting small, setting clear goals, using appropriate metrics, and preparing for potential failures. Featured insights from Charlene Li highlight the evolving nature of marketing and the necessity of engaging actively with audiences.

1. January 30, 2009 WELCOME How To Spark A Conversation Revolution – AND Keep Your Job! 332 – THANK YOU!

2. Marketing Is Evolving? So How Can The PMN Help? Value Proposition: Education: Webinars/ Research Best Practices Case Studies Access to Future/Potential Customers: Gen Y Panel Don’t forget to join today!

3. Our Featured Speaker Charlene Li, founder Altimeter Group & co-author of Groundswell: Winning in a World Transformed by Technologies

4. How To Spark A Conversation Revolution — AND Save Your Job Charlene Li Founder, Altimeter Group Co-author of “Groundswell”

5. “ Markets are conversations.” The Cluetrain Manifesto

6. “ Conversations are open-ended.” David Weinberger, Co-author The Cluetrain Manifesto

7. How most marketing works

8. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies

9. Engagement Pyramid Focus on the bottom Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active Internet users that do this at least weekly Source: Universal McCann Social Media Tracker Wave 3, March 2008 Edit a wiki Moderate a forum Write in a blog – 21% Upload a video – 18% Rate a product or service Comment on a blog post Write in a discussion forum Share online video – 37% Update profile – 35% Upload photos – 23% Watch online video – 59% Read blogs – 48% Download podcasts – 23%

10. Start with clear goals

11. Oracle’s big gamble Oracle put a roadblock on its own home page to encourage feedback/ideas Executives participated in the online community

12. Let’s talk about taxes

13. Wells Fargo Wachovia Blog

14. Dialog with Frank Eliason, Comcast

15. Dawn supports with reviews

16. Starbucks innovates with customers 50 employees participate in the process, representing every department

17. Getting Started a.k.a. Convince the Curmudgeon

18. #1 Assess your company How open is your culture? Where do conversations naturally take place today? What barriers can you simply not cross? How thick or thin is your “corporate membrane”?

19. “ Who owns community?” is really three questions Who will pay for the efforts? Who benefits the most? Who is best able to run the project? Who is closest to the audience? Who can inspire and lead? Who can clear the roadblocks?

20. #2: Start small Experiment Listen first

21. #3 Use the right metrics Your goals determine your metrics Use the same metrics as your marketing goals

22. Example “micro” metrics

23. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value

24. #4: Get the help you need See a list at wiki.altimetergroup.com

25. How to find good help Focuses on relationships, not campaigns. Uses social media successfully themselves. Commits resources to learning and training. Has learned from their mistakes. Respects and is humbled by the medium.

26. #5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.

27. Wal-mart failed many, many times

28. Buyer blog hit the right note

29. Photo: Kantor, http://www.flickr.com/photos/kantor

30. An essential tool to have

31. Summary Determine the kind of relationship you want to have with your audience. Start the conversation slowly, with one simple goal. Plan for a transformation of your organization.

32. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group

33. Resources Social Networks Blog Question Forum Research

34. Our Next Webinar – http://thepmn.org/BookingRetrieve.aspx?ID=30330

35. THANK YOU [email_address] [email_address] [email_address] Start and continue the conversation.