Catch Lithium, Sephora,Verizon and Ant's Eye view on turning customer likes into customer loves.

1. Building a Brand Nation
September 21, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
New York We’re Tweeting! Join
the conversation at #L2LTour

2. breakfast
networking
information
2

3. context
possibilities
next steps
3

4. why likes to loves?
@katykeim #L2LTour 4

5. transformation
@katykeim #L2LTour 5

6. to
@katykeim #L2LTour 6

7. reinventing the
telecom company
@katykeim #L2LTour 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”
@katykeim #L2LTour

9. @katykeim #L2LTour 9

10. @katykeim #L2LTour 12

11. the change in the business
Passionate,
engaged social
customers Your Brand
who love you, Nation
not like you
@katykeim #L2LTour 13

12. we build brand nations
vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 14

13. @katykeim #L2LTour 15

14. Sean McDonald Candace Sims Rebecca Carroll
SVP & Colony Master Social Media Marketing Community Manager
Manager
@katykeim #L2LTour 17

15. Building a Brand Nation
September 21, 2011
Sean McDonald
SVP & Colony Master, Ant’s Eye View
@iamseanmcdonald
New York We’re Tweeting! Join
the conversation at #L2LTour

16. The Ant’s Eye View Team
WHO WE ARE:
Ant’s Eye View is a strategic management consulting firm
that helps recognizable brands transform into enterprises
that fully engage with their customers. Our practitioner
heritage and enterprise-wide experience sets us apart.
Founded in 2009, our client list now includes large, complex
organizations such as P&G, Google, Microsoft, Dell, Unilever,
HP, Canon, Xerox, KPMG, USAA, Scotiabank, Cisco, Wells
Fargo, Jack in the Box and AT&T.
Ant’s Eye View team as of August 8, 2010
OUR LEADERSHIP (L to R): OUR TEAM INCLUDES SOCIAL ENGAGEMENT LEADERS
Sean O’Driscoll, CEO & Co-founder FROM:
Jake McKee, SVP & Co-founder
Dustin Johnson, SVP & Managing Director
Sean McDonald, SVP & Managing Director
19

17. In the last five years…
Technology Society
• Instant publishing • Lack of corporate trust
• Multi-screens/multi-device • Online opinions influence decisions
• Constant connection - access to what I • Difficult for messages to break through
want, when/where I want it (cloud the noise
computing) • Demand for real-time communication
• Location-based/aware services • Gen Y – like flattened hierarchy, no fear
• End users bringing consumer
technology into IT
Economic
• Slow growth environment in most areas of the world
• Barriers to entry falling fast
20

18. "If you aim at nothing, you are bound to hit it"
-S. McDonald, 1997

19. The Social Engagement Journey
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Traditional Experimental Operational Measurable Fully Engaged
Traditional, Dabbling in Social Social engagement Social engagement
command and social engagement drives real between
control business engagement becomes more business results, customers and
operations using occurs but is embedded in with systems and employees and
one-way disconnected to business tools fully between
communication to business operations. optimized to employees with
drive business operations. Internal training, support confident each other are part
outcomes. Fractured tools, channel alignment and competent of the
silo’d efforts and and campaign employees and to organization’s
disparate integration begin more fully harness DNA.
measures reign. to deliver tangible online
results. relationships.

20. Assess yourself
www.antseyeview.com/social-journey/

22. Social Education
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Traditional Experimental Operational Measurable Fully Engaged
Compliance across the
enterprise
Competence & Acumen
Collaboration amongst peers

23. 101: Compliance
Full scale compliance training that helps to ensure employees are acting in
the best interest of the company, during and after work.
The 101 level of content is typically targeted to the broader base of employees, where the goal is to
set a baseline understanding of what online social behaviors are acceptable as well as clarifying the
potential problems that may arise by not fully considering their actions.
• Ketchum employee tweets a
negative post about Memphis…
while on his way to visit his
client, FedEx.
• FedEx discovers this and
reprimands him

24. 201: Competence
Focusing on developing, distributing, and applying
shared best practices across the entire enterprise,
in order to effectively inject social media into normal
course of business.
The 201 foundation is a Playbook, a modular, easy to consume, easy to
use collection of how-to content, worksheets, tools, and more.
• Nordstrom has 196 stores, but has
200 individual Facebook pages,
with some stores having more than
one page!
• This is carving up their brand,
confusing customers, and creating
far too many dissociated messages.

25. 301: Collaboration
Peer-to-peer, dialogue-based interaction that drives engagement amongst
employees, where the by-product of that engagement is tighter working
relationships and curated best practices content.
At the 301 level, priorities and implementation shift to the creation of two-way
communication channels that allow colleagues to better exchange ideas and build
on 201 content assets. Basic community management practices and content
curation efforts ensure that conversation is lively and that the discussions are
captured for reuse.

26. Sephora’s SUPER(user)
Evolution

27. Social Media Goals
 Lead the Social Media space for retail and beauty
 Connect with Clients by fostering a dialogue and creating a compelling
Sephora presence everywhere they are talking about beauty
 Drive sales and loyalty
 Showcase Sephora’s service and expertise in Beauty
 Elevate our brand by innovating in a new channels

28. Social Evolution
211.5K
FB MM
1.8 Q&A
1.5 MM
Followers
Likes
Reviews

29. Which is more helpful?

30. Clients turned online connection into offline action

31. Do they just talk the talk?
• BeautyTalkers spend 2.5x more $
• Super users spend 10x more $
• This is their day job! Average
super user spend 36.5 hrs/week
on BeautyTalk

32. Lessons Learned
Listen and Learn
Unify Brand Voice theusers to personalize
Feed
Allow conversation
Keep it Fresh

33. Turning “Likes” into “Loves”
 Deepen Engagement
– Keep superusers coming back with special panels and offers
to make them feel like VIPs
– Give superusers the inside scoop on new community
updates
 Create a social hub for all Sephora activity
– Bring social cred with you on FB, get credit for writing
reviews and visiting stores
– Help us help you
 Be the go-to destination for all things beauty!

34. Growing a Brand Nation -
and Measuring its Success

35. Becky Carroll
Community Program Manager, Verizon
Author, The Hidden Power of Your Customers: Four Keys to Growing Your
Business Through Existing Customers
@bcarroll7
Lithium Likes to Loves Tour
September 21, 2011

36. Verizon Overview
Verizon: IdeaExchange
 Verizon is a global leader in broadband, wireline, and
Verizon Community
Verizon Overview
wireless communications.
IdeaExchange
 Verizon Residential has America’s most advanced
fiber-optic network.
 Entertainment services
 Converged communications
 Information services
 Diverse workforce of over 196,000
 Consolidated revenues in 2010 of over $106 billion
Source: Verizon.com

37. Verizon: IdeaExchange
Social Media is not
a campaign.
It is a Relationship.

38. Expanding from Support
to Engagement
Verizon: IdeaExchange
Verizon Community
IdeaExchange
http://community.verizon.com
Launched: August 2008

39. Open Innovation:
Anyone, anywhere
Verizon: IdeaExchange
IdeaExchange
http://verizon.com/ideas
Launched: July 2010

40. Objectives
Verizon: IdeaExchange
 Identify new product and
service enhancement
opportunities
 Facilitate customer-driven
product/service enhancements
or new products/services
 Enhance Verizon brand as
establishing innovative ways to
engage with and serve
customers

41. Example:
FiOS TV
Verizon: IdeaExchange
 FiOS TV is Verizon Residential’s flagship
product, providing top-rated, high quality TV
viewing via our fiber optic network
 Includes our Interactive Media Guide (IMG)
 IMG 1.9
- New feature release
- Wanted to focus on customer requests

42. Collecting Customer Input
Verizon: IdeaExchange
Collaboration via social media tools
 Verizon Forums
 Verizon Idea Exchange
 Twitter via @FiOSTV
 Verizon FiOS Facebook page
 Forums Sneak Peek
Collaboration
Refinement
Co-Creation

43. FiOS TV IMG 1.9:
A Huge Success With Customers
Verizon: IdeaExchange
“Love the new
guide!:)”
“Wow.
Impressive.”
“I IMG 1.9.”
“Whoohoo. The guide
is finally in HD.”

44. Verizon Ideation Process
Leverages Social Media
Verizon: IdeaExchange
 We listen to customers
 We open our product development process
“85% of our latest release
has been suggested, or
refined by our customers.”

45. Measuring Success
Verizon: IdeaExchange
 Number of ideas submitted: 1700
 Number of ideas in progress: 250
 Number of ideas implemented: 31
Since launch…
 107% growth in comments
 403% growth in votes
 555% growth in visitors

46. Our Brand Nation
Verizon: Success Measures
Verizon: IdeaExchange
Support Engagement Insight
IdeaExchange
 Able to self-serve  Get closer to the Customer
 Look for issues (early  Insight to help take action
detection)  Connect with Verizon
 Customer retention  A place to be heard
 Be affiliated with the brand

47. Community
Verizon: IdeaExchange
IdeaExchange Call to Action:
Start by Listening

48. Next Step:
Go Deeper
Verizon: IdeaExchange
Verizon: Community
IdeaExchange
 Use tools to listen beyond your own
website
 Incorporate social media into your
strategies
 Co-opt your customers

49. the must haves in a brand nation
▪ engaging
▪ scalable
▪ everywhere
▪ measurable
@katykeim #L2LTour 52

50. engaging through interaction styles
forums ideas reviews
contests q&a videos
@katykeim #L2LTour 53

51. engaging through reputation & recognition
@katykeim #L2LTour 54

52. scalable through peer to peer
@katykeim #L2LTour 55

53. scalable through superfans’ influence
Aandms KachiWachi RealGeorgeW
Distinguished Trusted Contributor
Counsellor Logitech Legend
Member: 3/2010 Member: 2/2009
Member: 5/2006
2161 Kudos 322 Kudos
748 Kudos
9,369 Posts 4,527 Posts
45,136 Posts
378 Total Tags @katykeim #L2LTour
40 Total Tags 56

54. scalable through superfans’ influence
@katykeim #L2LTour 57

55. scalable through superfans’ influence
@katykeim #L2LTour 58

56. everywhere. where your customers are.
owned
community sites Facebook
mobile
& Twitter
enhancing the
in-Store experience
@katykeim #L2LTour 59

57. everywhere. definitely on facebook
@katykeim #L2LTour 60

58. measurable insights, engagement and response
@katykeim #L2LTour 61

59. Sometimes, love is
not enough.
62

60. Sometimes, love is
not enough.
63

61. brand nations grow brand loyalty
@katykeim #L2LTour 64

62. brand nations drive sales
@katykeim #L2LTour

63. brand nations reduce costs
@katykeim #L2LTour

64. brand nations accelerate ideas
@katykeim #L2LTour

65. next steps
1 today 2 this month 3 before Dec 1
3 months free
let’s discuss your
let’s discuss your
3 months free
meet customers
meet customers with a one year
with a one year
needs and brand
needs and brand
and view demos
and view demos subscription to
subscription to
report
report LevelUp or SMM
LevelUp or SMM
@katykeim #L2LTour 68