Brandworks 2009: Social Media Profiles & Strategies
1. Profile of the Most Active Conversationalists Charlene Li Altimeter Group June 2, 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. How well do you know your customer? “ I’ve changed, and you haven’t.” “ We don’t even hang out in the same places anymore.” From Microsoft’s “Bring Back The Love” ad campaign http://bit.ly/thebreakup “ We don’t talk any more.”
5. 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
6. Social Technographics focuses on participation People can belong to more than one category at a time Represents activities that they use in general , not necessarily with your brand Source: Forrester Research 21% 37% 19% 35% 69% 25%
7. Understanding the Social Technographics of different groups Source: Forrester Research More data is available at groundswell.forrester.com
8. Massachusetts Medical Society’s Social Technographics profile 72 88 125 84 154 50 Vs. US adults =100 Source: Massachusetts Medical Society
9. The 90-10-1 Principle on participation Looks at participation within a single community Use it as a rule of thumb
10. The Engagement Pyramid dives deeper Identifies engagement with a brand or with an audience segment Overlap exists between categories Places the emphasis on the bottom of the pyramid, not the top
15. Why do people share? Source: ShareThis Survey, 2008 Base: People who share by cutting/pasting URL into an email
16. Identify your Power Sharers Sharing segments, by age Source: ShareThis Survey, 2008 Base: US online adults and youth *Power Shares share content at least once a week and with more than 11 people in 1+ channels
18. Make sharing to networks easy Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch
22. Work with Curators/Editors closely Curators have power because the community (or the community owner) grants it to them
23.
24. 2) Determine the best way to engage Don’t aim for the biggest group, aim for the biggest pain Schwab doesn’t reply directly, but it gets great data on issues/concerns Highlights Watcher activity
25. 3) Have a strategy in place What will you do? What won’t you do?
27. Five Success Strategies For Tapping Into Conversations And Transforming Your Company’s Marketing Charlene Li Altimeter Group June 2, 2009 To get a copy of the slides, please email me or give me a business card afterwards
29. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
45. Have a plan to deal with different social media mindsets Find the “moments of faith” and “moments of crisis” for each mindset
46. #2 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals
47. 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 Spread # of referrals # of re-tweets Awareness Reach new audiences Help # of issues addressed Customer satisfaction Innovate # of implemented ideas Faster, better development
48. 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
49. #3) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor