Speech at Google on how to use social technologies.

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

5. Process and goals lead to strategy

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

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

22. Social networks will be like air

23. Your friends will be where ever you need them Friends Reviews

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

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