Turn customer likes into customer loves! Get all the presentations from the Lithium Likes to Loves tour stop in Silicon Valley--Lithium, 24 Hour Fitness, HP, and Edelman Digital.

1. Building a Brand NationSeptember 14, 2011 Katy Keim Chief Marketing Officer, Lithium @katykeim

2. breakfast networking information 2

3. context possibilities next steps 3

4. why likes to loves? 4

5. transformation 5

6. 6 broadcast likes call center fan to engagement peer support loves superfan

7. reinventing thetelecom company 7

8. the change in the customer fan “I acknowledge you” engaged “I want something from you” advocate “I act for me and for you” superfan “I belong because of you”

9. 9

10. 10

11. 11 from to advertisements peer trust 14% 90% of consumers trust advertisements of consumers trust peer recommendations source: july 2009 nielsen global online consumer survey

12. 12

13. the change in the business Passionate, engaged social customers who love you, not like you Your Brand Nation 13

14. we build brand nations 14 vibrant online communities full of passionate, engaged social customers

15. 15

16. real thinkers real customers real possibilities real results 16

17. 17 Michael Brito SVP, Social Business Planning Franck Ardourel Sr. Online Marketing Director Lois Townsend Manager, Global Social Media Strategy

18. Customer expectations on the rise 18

19. A day in the life of the social customer 19 The customer journey is dynamic; and always changes Brands need to have multiple customer touch points to break through the clutter Customers need to hear things 3 – 5 times before the actually believe

20. The social customer & brand experience 20 The Informed (e.g. research products online) Brand Discovery: Google Search, Word of Mouth The Participant (e.g. participate in a brand experience) The Opinion Sharer (e.g. post review) Brand Participation: Fanning, following, liking Brand Sharing: Easy, habitual, publishing The Advocate (e.g. encourage friends to purchase) Brand Advocacy: Creating content, sharing, defending

21. The new purchase funnel cycle 21 The goal of every brand should be to transform the social customer into an advocate Advocates talk about the brand, even when the brand isn’t listening Advocates are trusted among their peers and within their micro communities Advocates are aiding and influencing others down the purchase funnel

22. Customers seek help when making purchase decisions 22 Consumers turn to product/service information and customer reviews, but blogs are gaining traction. Before deciding whether to purchase, consumers go online to:

23. The social customer influences others 23 Negative information is just as powerful as positive in influencing consumers’ purchase decisions

24. Next Steps 24 1 2 3 Prepare to scale internally i.e. hiring community managers, escalation/moderation and social media policies Conversational audit & determine if you can add value to the conversation Establish a measurement framework

25. Michael BritoSocial Business PlanningEdelman DigitalMichael.Brito@edelman.comhttp://www.britopian.comhttp://twitter.com/Britopian Thank you! 25

26. Social EngagementFranck Ardourel September 14, 2011

27. GOAL Turn social media into e-COMMERCE platform Develop PULL MARKETING strategy Build brand AWARENESS real-time BE WHERE THE CONVERSATION HAPPENS IN THE ECOSYSTEM

28. STRATEGY The way people consume information has changed Be LOCAL, MOBILE and SOCIAL 24HF.COM Web properties Smartphones Tablets PCs MONITOR THE CONVERSATION IN THE ECOSYSTEM

29. ENGAGEMENT Ratings & Reviews Facebook Check-ins YouTube Community / Blogs Yelp Twitter

30. SUCCESS Measure SALES /ROI generated from social engagement Evaluate content performance through COMMUNITY HEALTH INDEX Assess brand SENTIMENT through fans interactions and increase of positive posts Social Platforms Monitoring & Analytics VALUE CONVERSATION & TURN ECOSYSTEM INTO PROFITS

31. Support through Social MediaLikes to LovesSeptember 14, 2011 Lois Townsend Manager, Strategy and Operations Global Consumer Support Hewlett Packard Company

32. Who is today’s customer? Let’s get to know her "The era of the passive customer has come and gone. The time of the social customer is here, and she has a lot to say. She is hyper-connected, creative, and collaborative. She is connected to her social and professional circles via phone, email, SMS, Facebook, Twitter, blogs and forums. She is critical of claims made by brands, influenced more by friends, family and "people like her". She wants to make sure that brands are listening, and will go to great lengths to make sure they are. The fundamental shift in the relationship between the traditional customer and companies is driven by the social web; it is here to stay, and is the biggest shift yet in the history of business. Understanding her is critical to the success of your business“ - Chess Media Group

35. Next-gen community engagement

36. Social CRM Integration (pan-HP)

37. Forums Expansion (2)

38. Forums Optimization

39. Community Enrichment

40. Social Media Pilots & Intros

41. Social Media Full Integration

42. Forums Launch Nov 16, 2008

43. Forums Expansion (5)

44. HP Ambassador program

45. Expert Day events

46. Video Feedroom

47. Forums Investigation

49. Exceeding 4 million Forums visits per month

50. Approaching 500M Page views milestone

51. Accepted solutions to date 21,000+

52. Customer solutions delivered to date 26.5M+

53. Kudos to date 71,000+

54. Tweets

55. 10,000 tweets evaluated per month

56. 1,000 tweets sent

57. Expert days - 20 in total

58. English, Portuguese, Spanish, French, German, S Chinese, Korean

60. engaging through interaction styles 37 reviews forums ideas q&a videos contests

61. engaging through reputation & recognition 38

62. scalable through peer to peer 39

63. scalable through superfans’ influence 40 KachiWachiDistinguished Logitech Legend RealGeorgeW Trusted Contributor Aandms Counsellor Member: 2/2009 322 Kudos 4,527 Posts 40 Total Tags Member: 3/2010 2161 Kudos 9,369 Posts 378 Total Tags Member: 5/2006 748 Kudos 45,136 Posts

64. scalable through superfans’ influence 41

65. 42 scalable through superfans’ influence

66. everywhere. where your customers are. 43 ownedcommunity sites Facebook & Twitter mobile enhancing the in-Store experience

67. 44 everywhere. definitely on facebook

68. measurableinsights, engagement and response 45

69. Sometimes, love is not enough. 46

70. 47 Sometimes, love is not enough.

71. brand nations grow brand loyalty 48

72. brand nations drive sales

73. brand nations reduce costs

74. brand nations accelerate ideas

75. next steps 52 1 2 3 before Dec 1 today this month meet customers and view demos let’s discuss your needs and brand report 3 months free with a one year subscription to LevelUp or SMM meet customers and view demos let’s discuss your needs and brand report 3 months free with a one year subscription to LevelUp or SMM