How to think about customer engagement Goal-oriented strategies for social technologies What the future holds Recommendations and next steps

1. Tapping The Power Of The Groundswell Charlene Li Altimeter Group June 5, 2009 If you would like a copy of the slides, please leave a business card with me.

2. Welcome to the Groundswell Where social technologies enable people to get what they need from each other

3. Coca-Cola spreads conversations through its fans

5. What marketing often looks like today

6. Basic online activity is just a start Source: Pew Internet & American Life Project Tracking surveys (August 2006 to May 2008) Percent of Internet users who report ever doing this activity

8. How engaged are YOU?

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

11. Four strategies, start with Learn

12. Learn with monitoring tools

14. How Oracle encouraged feedback

17. B2B Twitter encourages engagement

18. At Southwest, a planner talks Post has received 98 comments over 10 days In the future, everyone is a marketer

19. Cable problems? Who do you call?

20. BlueShirtNation.com supports Best Buy’s front line employees

21. Salesforce innovates with customers

23. Social networks will be like air

25. My identity, in context Author, researcher, strategist Chauffeur, cook, play date organizer

27. Implicit social data fills in the relationship gaps

28. Sharing activities to networks Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch

29. Aggregators can build rich profiles Who I email the most Who I meet with Who I call What I read and share What sites I visit What I buy Who I know, what I did

31. Evolution of profiles

32. “ Birds of a feather shop together” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa

36. #1 Get the right people on the bus

37. Find your revolutionaries Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block

38. Have a plan to deal with different social media mindsets Find the “moments of faith” and “moments of crisis” for each mindset Insecure Confident Dependent Independent

39. #2 Start small, but start now Tactics Audience Goal Revolutionary

41. Get your backend data in order Have a single identity for all customer records Understand new data standards of the open social Web Integrate mobile

42. #4 Prepare for a new organization New forms of leadership will be needed

44. #5 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals

45. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions Awareness Faster, more sales Help # of issues addressed Customer satisfaction Innovate # of implemented ideas Faster, better development

46. 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

47. #6) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor

48. An essential tool to have

49. Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please leave a business card with me. Copyright © 2009 Altimeter Group

50. Driving sales with Twitter