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Creating A Social Media Strategy Charlene Li Co-author of “Groundswell” Thought Leader, Altimeter Group
Is this what social media is about? Source: Wordle.net
What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal F...
Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul...
Process and goals lead to strategy
Engagement Pyramid Base: Global active Internet users (uses the Internet every day/every other day Note: Percent of active...
How Oracle encouraged feedback
Let’s talk about taxes
Dialog with Frank Eliason, Comcast
Skittles has conversations on Facebook
Helping users support themselves
Starbucks  innovates with the groundswell
Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul...
Getting started Set your goal Listen first Start small Recover
Measuring Social Media Your goals determine your metrics Use the same metrics as your marketing goals
Um, what metrics were those?
Example “micro” metrics
Higher order metrics to consider How likely are you to  recommend  this to someone you know? Net Promoter Score Cost of ac...
How to find good help See a list at wiki.altimetergroup.com
How to find good help <ul><li>Focuses on relationships, not campaigns. </li></ul><ul><li>Uses social media successfully th...
Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul...
Social networks will be like air
Your friends will be where ever you need them Friends   Reviews
Three components plus one concept <ul><li>Universal identify </li></ul><ul><li>Open social graph </li></ul><ul><li>Portabl...
Everyone is a marketer
Org charts become less relevant
BlueShirtNation.com supports Best Buy’s front line employees
Meet Up blew up their org chart
Firewalls disappear
Customers move into the company
Photo: Kantor,  http://www.flickr.com/photos/kantor
An essential tool to have
Summary <ul><li>Determine the kind of relationship you want to have with your audience. </li></ul><ul><li>Start with one s...
May the groundswell  always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2...
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Authos@Google Presentation, October 15, 2008

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Speech at Google on how to use social technologies.

Publicado en: Tecnología, Empresariales
  • Watch the talk at http://www.youtube.com/watch?v=TDYUqAMx9HU for better understanding
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Authos@Google Presentation, October 15, 2008

  1. Creating A Social Media Strategy Charlene Li Co-author of “Groundswell” Thought Leader, Altimeter Group
  2. Is this what social media is about? Source: Wordle.net
  3. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
  4. Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>What does the future hold? </li></ul>
  5. Process and goals lead to strategy
  6. Engagement Pyramid 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 <ul><li>Edit a wiki </li></ul><ul><li>Moderate a forum </li></ul><ul><li>Write in a blog – 21% </li></ul><ul><li>Upload a video – 18% </li></ul><ul><li>Rate a product or service </li></ul><ul><li>Comment on a blog post </li></ul><ul><li>Write in a discussion forum </li></ul><ul><li>Share online video – 37% </li></ul><ul><li>Update profile – 35% </li></ul><ul><li>Upload photos – 23% </li></ul><ul><li>Watch online video – 59% </li></ul><ul><li>Read blogs – 48% </li></ul><ul><li>Download podcasts – 23% </li></ul>
  7. How Oracle encouraged feedback
  8. Let’s talk about taxes
  9. Dialog with Frank Eliason, Comcast
  10. Skittles has conversations on Facebook
  11. Helping users support themselves
  12. Starbucks innovates with the groundswell
  13. Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>What does the future hold? </li></ul>
  14. Getting started Set your goal Listen first Start small Recover
  15. Measuring Social Media Your goals determine your metrics Use the same metrics as your marketing goals
  16. Um, what metrics were those?
  17. Example “micro” metrics
  18. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Cost of acquisition Cost of retention Lifetime revenue Referral value Lifetime Value
  19. How to find good help See a list at wiki.altimetergroup.com
  20. How to find good help <ul><li>Focuses on relationships, not campaigns. </li></ul><ul><li>Uses social media successfully themselves. </li></ul><ul><li>Commits resources to learning and training. </li></ul><ul><li>Has learned from their mistakes. </li></ul><ul><li>Respects and is humbled by the medium. </li></ul>
  21. Agenda <ul><li>How do you create a social strategy? </li></ul><ul><li>What are some best practices and pitfalls? </li></ul><ul><li>What does the future hold? </li></ul>
  22. Social networks will be like air
  23. Your friends will be where ever you need them Friends Reviews
  24. Three components plus one concept <ul><li>Universal identify </li></ul><ul><li>Open social graph </li></ul><ul><li>Portable applications </li></ul><ul><li>And a business model – the personal CPM </li></ul>
  25. Everyone is a marketer
  26. Org charts become less relevant
  27. BlueShirtNation.com supports Best Buy’s front line employees
  28. Meet Up blew up their org chart
  29. Firewalls disappear
  30. Customers move into the company
  31. Photo: Kantor, http://www.flickr.com/photos/kantor
  32. An essential tool to have
  33. Summary <ul><li>Determine the kind of relationship you want to have with your audience. </li></ul><ul><li>Start with one simple goal. </li></ul><ul><li>Plan for a transformation of your organization. </li></ul>
  34. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group

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