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Creating A Coherent Social Media Strategy,[object Object],1,[object Object],Charlene Li,[object Object],Altimeter Group,[object Object],2011 April 12,[object Object],Twitter: @charleneli,[object Object],Email: charlene@altimetergroup.com,[object Object]
2,[object Object]
It’s time to move past experiments,[object Object],3,[object Object]
It’s about RELATIONSHIPS,[object Object],© 2011 Altimeter Group,[object Object]
5,[object Object],Agenda,[object Object],Strategy,[object Object],Lead,[object Object],Prepare,[object Object]
6,[object Object],Agenda,[object Object],Strategy,[object Object],Lead,[object Object],Prepare,[object Object]
Strategy Process Stages,[object Object],7,[object Object]
Strategy Process Stages,[object Object],8,[object Object],Set context ,[object Object],[object Object]
Level of strategy (corporate, biz unit, brand)
Identify key metrics
Assess readiness,[object Object]
Objectives differ by level,[object Object],10,[object Object]
Ask the Right Questions about Value  ,[object Object],11,[object Object],“We tend to overvalue the things we can measure, and undervalue the things we cannot.” ,[object Object],           - John Hayes, CMO of American Express,[object Object],© 2011 Altimeter Group,[object Object]
Use appropriate metrics at each level,[object Object],12,[object Object],Business metrics: revenue, CSAT, reputation.,[object Object],Social media analytics: Insights, share of voice,  resonance, WOM. ,[object Object],Engagement metrics: fans, followers, clicks.,[object Object]
Highlight where you are strong, where you need to develop.,[object Object],Don’t create strategies that you can’t execute.,[object Object],Demonstrate impact of strategic work.,[object Object],Categories for readiness assessment,[object Object],Assess your readiness to be social,[object Object],13,[object Object],[object Object]
Mindset
Roles
Stakeholders
Monitoring
Reporting
Customer Profile
Market Analysis
Processes
Organizational Model
Education,[object Object]
Benchmarking Social Readiness (After),[object Object],15,[object Object],April 2010,[object Object]
Strategy Process Stages - Discovery,[object Object],16,[object Object],Collect and prioritize strategic options,[object Object],[object Object]
Prioritize against objectives,[object Object]
Define Your Strategy With Objectives,[object Object],18,[object Object]
How does social media matter to B2B?,[object Object],Chief stakeholders may not be using social media.,[object Object],[object Object],Social media is impacting how B2B decisions are being made.,[object Object],[object Object]
Expertise
Search results impact,[object Object]
62% visit company profiles on social media sites
55% visit company blogs
51% participate in online business communities or forums
49% ask questions on Q&A sites
29% use Twitter to find or request business-related information Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393) ,[object Object],20,[object Object]
People in B2B use social media for work,[object Object],21,[object Object],Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393) ,[object Object]
22,[object Object],Agenda,[object Object],Strategy,[object Object],Learn,[object Object],Dialog,[object Object],Support,[object Object],Innovate,[object Object],Lead,[object Object],Prepare,[object Object]
Track brand mentions with basic tools,[object Object],23,[object Object],What would happen if every employee could learn from customers?,[object Object]
Integrate monitoring with workflow,[object Object],24,[object Object],Other providers,[object Object],Alterian,[object Object],BrandsEye,[object Object],Buzzmetrics Cymfony,[object Object],Sysmos,[object Object],Visible Tech. ,[object Object],From Radian 6, to be acquired by Salesforce.com,[object Object]
Be sure to track the actual conversations, not just the tweets,[object Object],25,[object Object],@JaimieH is a top diabetics advisor who was talking with an insulin pump maker,[object Object]
How KLM listened and surprised flyers,[object Object],26,[object Object]
Go beyond basic monitoring to analytics,[object Object],27,[object Object],Make course corrections nearly real-time.,[object Object],Use predictive analytics to anticipate demand. ,[object Object]
Shoppers want to be “known”,[object Object],28,[object Object],I walk into the store,[object Object],Store knows it’s me,[object Object],Give me offers,[object Object],And plans my visit,[object Object]
Community insight platforms,[object Object],29,[object Object],[object Object],[object Object]
31,[object Object],Learn also from your employees,[object Object]
Go beyond traditional data to understand your customers,[object Object],32,[object Object],Demographic,[object Object],Geographic,[object Object],Psychographic,[object Object],Behavioral,[object Object],Socialgraphic,[object Object]
Where are your customers online?,[object Object],What social information or people do your customers rely on?,[object Object],What is your customers’ social influence? Who trusts them?,[object Object],What are your customers’ social behaviors online?,[object Object],How do your customers use social technologies in the context of your products.,[object Object],Socialgraphics asks key questions,[object Object],33,[object Object]
Engagement Pyramid,[object Object],34,[object Object]
Engagement Pyramid - Watching,[object Object],35,[object Object],Watch videos,[object Object],Read blog posts,[object Object],Listen to podcasts,[object Object],Read tweets,[object Object],Read discussion forum posts,[object Object]
Engagement Pyramid - Sharing,[object Object],36,[object Object],Share a link,[object Object],Share photos,[object Object],Share videos,[object Object],Write a status update,[object Object],Retweet,[object Object]
Engagement Pyramid - Commenting,[object Object],37,[object Object],Comment on a blog,[object Object],Write a review,[object Object],Rate a product,[object Object],Participate in a discussion forum,[object Object],@Reply on Twitter,[object Object]
Engagement Pyramid - Producing,[object Object],38,[object Object],Write a blog,[object Object],Create videos or podcasts,[object Object],Tweet for an audience,[object Object]
Engagement Pyramid - Curating,[object Object],39,[object Object],Moderate a wiki or discussion forum,[object Object],Curate a Facebook fan page,[object Object]
Engagement Pyramid Data,[object Object],40,[object Object],Source: Global Wave Index Wave 2, Trendstream.net, January 2010,[object Object]
Conduct research to identify the social behaviors of your target customer,[object Object],Also identify:,[object Object],Where are they online: Surveys or brand monitoring,[object Object],Who do they trust: Surveys,[object Object],Who do they influence: Survey or brand monitoring,[object Object],How they use these tools in context of your products: Most often surveys.,[object Object],When you first understand your customers, your marketing efforts will naturally unfold.,[object Object],Putting socialgraphics to work,[object Object],41,[object Object]
Listen and learn from your customers. ,[object Object],Start with basic monitoring tools, but quickly evolve them.,[object Object],Invest in analytics that matter. Use metrics that are relevant to your business.,[object Object],Understand the socialgraphics of your customers. ,[object Object],Summary - Learn,[object Object],42,[object Object]
43,[object Object],Agenda,[object Object],Strategy,[object Object],Learn,[object Object],Dialog,[object Object],Support,[object Object],Innovate,[object Object],Lead,[object Object],Prepare,[object Object]
Conversations, not messages,[object Object],Human, not corporate,[object Object],Continuous, not episodic,[object Object],The New Normal,[object Object],44,[object Object]
Blogs establish thought leadership,[object Object],45,[object Object],CEO Richard Edelman has been blogging consistently since Setpember 2004.,[object Object]
SonyEurope rewards Twitter followers with discount that drives significant sales,[object Object],46,[object Object],SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over €1m worth of product ordered.,[object Object]
VW inserted a tweet analyzing tool into their banner ad to suggest a specific model,[object Object],47,[object Object]
Spain Tourism used multiple channels to encourage dialog/sharing,[object Object],48,[object Object]
Kohl’s engages directly with customers,[object Object],49,[object Object]
B2B can also use Facebook,[object Object],50,[object Object],[object Object]
Insert your content into newsfeed of fans
B2B is really people to people,[object Object]
Premier Farnell supports engineers with community, and employees with “OurTube”,[object Object],52,[object Object]
Give out Flip cameras/smartphones,[object Object],Set up an internal “OurTube”,[object Object],Transcribe conversations into emails and posts,[object Object],Ask people for best practices, reactions, advice, opinion in areas of passion. ,[object Object],Recognize key contributors.,[object Object],Getting people to share within your company,[object Object],53,[object Object]
Tivo joined an existing community,[object Object],54,[object Object]
55,[object Object],Advocacy – A five-phase approach,[object Object]
Tesco engages influencer blogs,[object Object],56,[object Object],Blog post series highlights & drives traffic to blogs by Influencers. Twitter feed encouages engagement too.,[object Object]
Have an authentic conversation with your customers that they want to have.,[object Object],Engage across and through social communities,[object Object],Engage off of your Web site.,[object Object],Recruit an army of customer advocates.,[object Object],Respond to your prospects and customers in real time.,[object Object],Summary - Dialog,[object Object],57,[object Object]
It’s about RELATIONSHIPS,[object Object],© 2011 Altimeter Group,[object Object]
Support and Innovate With Your Customers,[object Object],59,[object Object],Charlene Li,[object Object],Altimeter Group,[object Object],2011 April 12,[object Object],Twitter: @charleneli,[object Object],Email: charlene@altimetergroup.com,[object Object]
It’s about RELATIONSHIPS,[object Object],© 2011 Altimeter Group,[object Object]
61,[object Object],Agenda,[object Object],Strategy,[object Object],Learn,[object Object],Dialog,[object Object],Support,[object Object],Innovate,[object Object],Lead,[object Object],Prepare,[object Object]
Vodafone UK uses Twitter to proactively communicate with customers,[object Object],62,[object Object],Vodafone UK humanizes their Twitter account by including pictures of their support team and identifying different respondents by an “^” and the team member’s initials.,[object Object]
Ritz-Carlton managers monitor Twitter for real-time service,[object Object],63,[object Object],Property manager helped unhappy honeymooners,[object Object]
Support during a crisis,[object Object],64,[object Object],Used #euva and #ashtag to track conversations,[object Object],Source: simplifying.com,[object Object]
DellOutlet supports sales with Twitter,[object Object],65,[object Object]
Question & Answer sites provide opportunity for support,[object Object]
Q&A encourages dialog too,[object Object],67,[object Object]
iRobot ties discussion boards into customers support,[object Object],68,[object Object],iRobot escalates unanswered questions into support centers,[object Object]
Salesforce.com Service Cloud ties social channels back to customer data,[object Object],69,[object Object]
Solarwinds’ community is strategic,[object Object],70,[object Object]
Retailer Best Buy has 2,500 employees providing support via Twitter,[object Object],71,[object Object]
Real-time isn’t fast enough.,[object Object],Integrate “social” support into your support infrastructure.,[object Object],Scaling support to meet the groundswell will require that you create your own groundswell.,[object Object],Summary - Support,[object Object],72,[object Object]
73,[object Object],Agenda,[object Object],Strategy,[object Object],Learn,[object Object],Dialog,[object Object],Support,[object Object],Innovate,[object Object],Lead,[object Object],Prepare,[object Object]
P&G uses reviews to improve products,[object Object],74,[object Object]
Danish bank ask for help to improve mobile banking on Facebook,[object Object],75,[object Object]
Finnish post created an idea exchange,[object Object],76,[object Object]
Fiat invites ideas for a new car,[object Object],77,[object Object]
Archer collects product development ideas in a private community,[object Object],78,[object Object]
Starbucks involves 50 people around the organization in innovation,[object Object],Over 100 ideas have been implemented,[object Object]
Dell taps employee ideas too,[object Object]
P&G goes outside for innovation,[object Object],81,[object Object],P&G made outside-in innovation a priority,[object Object]
P&G developed technology from diaper research,[object Object],Reached out to competitor Clorox to form a new joint venture,[object Object],Helped Glad become Clorox’s second largest brand,[object Object],Success story: Glad Press’n Seal,[object Object],82,[object Object]
ModCloth has customers merchandise new products,[object Object],83,[object Object]
Innovating can come from any customer or employee interaction.,[object Object],Dedicated innovation communities require significant commitment and nurturing. ,[object Object],Extend your firewall to bring  customers into your organization. ,[object Object],Summary - Innovating,[object Object],84,[object Object]
Strategy Process Stages,[object Object],85,[object Object],Strategy statement,[object Object],[object Object]
What you won’t doScenarios development,[object Object],[object Object]
Company and leadership implications
Risk identification
Build resilience,[object Object]
87,[object Object]
88,[object Object],Identify and prioritizing disruptions that matter,[object Object],User Experience,[object Object],[object Object]
Does it enable people to connect in new ways?Business Model,[object Object],[object Object]
Is it done at a lower cost?Ecosystem Value,[object Object],[object Object]
Does it shift power from one player to another?,[object Object]
Likenomics evaluation,[object Object],90,[object Object],User experience impact - moderate,[object Object],People with high social currency will enjoy benefits, richer experiences, receive psychic income.,[object Object],People with low social currency will find ways to get it.,[object Object],Business model impact – moderate,[object Object],New economics create opportunity for people who understand Likenomics to leverage gas.,[object Object],The cost of accessing social currency will increase, and raise barriers to entry.,[object Object],Ecosystem value impact – none,[object Object]
91,[object Object],2) Social Search – Beyond Friends to Interests,[object Object],Social sharing rises as a search ranking signal, esp in the enterprise,[object Object],Create a social content hub to gain traction,[object Object],Use microformats to highlight granularity (e.g. hProduct & hReview),[object Object]
Social Search evaluation,[object Object],92,[object Object],User experience impact - Moderate,[object Object],Search becomes more useful, relevant to people.,[object Object],Business model impact – Moderate,[object Object],SEO takes on a different dimension, rewards companies with social currency, personalized experiences.,[object Object],Ecosystem value impact – Moderate,[object Object],New power brokers are social data/profile players who capture activity data and profiles.,[object Object],Google has little of either.,[object Object]
Social monitoring merges with Web analytics,[object Object],HOT: Omniture, Coremetrics/IBM, Webtrends,[object Object],Technology like Hadoop makes it easy for companies to tap “Big Data”,[object Object],E.g. New York Times making its archives public,[object Object],Twitter archived by Library of Congress,[object Object],Facebook Cassandra, Amazon Dynamo, Google BigTable,[object Object],Data visualization tools make it easy to digest,[object Object],Balancing privacy and personalization,[object Object],3) Big Data,[object Object],93,[object Object]
Big Data evaluation,[object Object],94,[object Object],User experience impact - Low,[object Object],Most users won’t directly experience Big Data.,[object Object],Business model impact – High,[object Object],New businesses and initiatives can be started at very low cost.,[object Object],Ecosystem value impact – Moderate,[object Object],Owners of Big Data repositories can assert control, demand payments for access.,[object Object]
95,[object Object],4) Game-ification,[object Object]
TurboTax used “games” to encourage sharing and support,[object Object],96,[object Object],Social design can enter training, collaboration, support, hiring,[object Object]
Gamification evaluation,[object Object],97,[object Object],User experience impact – High,[object Object],Experiences get richer, more engaging,[object Object],Business model impact – Moderate,[object Object],Work gets done faster, cheaper.,[object Object],New organizational structures and cultures emerge.,[object Object],Ecosystem value impact – Low,[object Object],Service providers will remain focused, boutique firms.,[object Object]
98,[object Object],5) Curation,[object Object]
Curation evaluation,[object Object],99,[object Object],User experience impact – Moderate,[object Object],User authority established from better curation, better content is organized well.,[object Object],Business model impact – Moderate,[object Object],Easier for businesses to create their content.,[object Object],Ecosystem value impact – Moderate,[object Object],Individuals challenge media and brands as authorities – and publishers that siphon off ad dollars.,[object Object]
Summary of disruptions,[object Object],100,[object Object]
It’s about RELATIONSHIPS,[object Object],© 2011 Altimeter Group,[object Object]
Leading The Open Organization,[object Object],102,[object Object],Charlene Li,[object Object],Altimeter Group,[object Object],2011 April 12,[object Object],Twitter: @charleneli,[object Object],Email: charlene@altimetergroup.com,[object Object]
It’s about RELATIONSHIPS,[object Object],© 2011 Altimeter Group,[object Object]
104,[object Object],Agenda,[object Object],Strategy,[object Object],Learn,[object Object],Dialog,[object Object],Support,[object Object],Innovate,[object Object],Lead,[object Object],Prepare,[object Object]
OUT ofCONTROL?,[object Object],© 2011 Altimeter Group,[object Object]
106,[object Object],© 2011 Altimeter Group,[object Object]
107,[object Object],© 2011 Altimeter Group,[object Object]
108,[object Object],How to give up control,[object Object],but still be in command,[object Object],© 2011 Altimeter Group,[object Object]
Open Leadership,[object Object],109,[object Object],Having the confidence and humility to give up the need to be in control,,[object Object],while inspiring commitment from people to accomplish goals,[object Object]
10 elements of openness,[object Object],110,[object Object]
Explaining strategic decisions,[object Object],111,[object Object],Open book management,[object Object],Managing leaks,[object Object]
112,[object Object],Updating with every day stuff,[object Object]
Kohl’s has conversations on Facebook,[object Object],113,[object Object]
Open Mic: When people contribute,[object Object],114,[object Object]
Crowdsourcing new Walkers flavour,[object Object],115,[object Object]
Open platforms make it easy to partner and share,[object Object],116,[object Object],Open architecture,[object Object],Open data access,[object Object]
117,[object Object],Centralized,[object Object],Democratic,[object Object],Distributed,[object Object],Consensus,[object Object],Decision making models,[object Object]
170 employees,[object Object],100 modules with “module owners”,[object Object],One person makes the final decision in each module,[object Object],Social technologies make distributed decision making possible,[object Object],118,[object Object],Manage complex tasks,[object Object],Organizing for speed,[object Object],[object Object]
16 Councils, 50 Boards make strategic decisions
Joint leadership of each group,[object Object]
Complete the Openness Audit,[object Object],120,[object Object]
Traits of Open Leaders,[object Object],121,[object Object],Authenticity,[object Object],Transparency,[object Object]

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HSM Global-Madrid featuring Charlene Li

Notas del editor

  1. MUST INCLUDE
  2. n_sala: @ Piposala updating the software. court shall have to go to English and you doAutomatically translated from Spanish

12 minutes ago via web · Reply · View Tweet ·  Show Conversation
 
joejcurry: Dear @ ConAgraFoods : I Was That elated to see Peter Pan peanut butter is for sale in Madrid's El Corte Ingles. :)Automatically translated from Spanish

about 1 hour ago via web · Reply · View Tweet
 
adelantando: Spent the evening shopping at El Corte Ingles. I couldn't have been happier.Already in English

about 1 hour ago via TweetCaster from Madrid, Madrid · Reply · View Tweet
 


Averny: @ Xansi good case and makes you not personally read the English cutsuits meAutomatically translated from Spanish

about 2 hours ago via Echofon · Reply · View Tweet ·  Show Conversation
 
acha_szemzo: Well, today was a day duuuuro, I ate a 1 in English .. I cut my hair, train in San Carlos, r ECINE arrived .. that straw, now # UniqueAutomatically translated from Spanish

about 3 hours ago via web · Reply · View Tweet
 
Karoliineeea: Today is already on sale in Spain new CD-The Remixes Justin Bieber! Not reach 10 €! In the English court but brings x 10 1 T €Automatically translated from Spanish

  3. http://surprise.klm.com/
  4. We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
  5. http://www.slideshare.net/socialmediainfluence/ruth-speakman-from-sony-electronics-europe-at-social-media-influence-conference (slide 9 for Twitter as retail channel)http://twitter.com/#!/sonyeuropehttp://www.gadgetlite.com/2009/10/23/10-sony-vaio-laptops-weve-e-voucher/To celebrate their 1,000th follower on Twitter, SonyEurope promoted a special 10% discount offer if they followed them and customized a laptop on their website. This offer was given as an exclusive to three online publications and teaser tweets were sent to promote it as well. The end result was over 1million Euros worth of product orders.
  6. http://www.bannerblog.com.au/2009/06/vw_twitter.phpVW set up a banner ad whereyouenteredyourTwitter handle, itanalyzed the keywordsyouused in yourtweets and thensuggested a specific model VW based on thatanalysis.
  7. http://www.typicallyspanish.com/news/publish/article_25232.shtmlTurespaña ( The Spanish Institute of Tourism) has launched an innovative online campaign on social networks, such as Facebook, Twitter and Youtube relating to the subject, “Spain, a country to share”. The project aims to completely change the way of communicating and promoting Spanish destinations, going beyond the classic idea of Spain as a destination for “sun and beach”.http://www.facebook.com/spainhttp://www.formspring.me/ilovespainhttp://www.youtube.com/spain
  8. http://www.facebook.com/ernstandyoungcareers?sk=wall&filter=120110330#charlene#facebook#b2b#dialog#hr#recruitment
  9. http://www.facebook.com/interrailnet?sk=wall&filter=2
  10. http://wearesocial.net/tesco/http://blog.clothingattesco.com/category/clothing-at-tesco-loves/
  11. http://www.businessweek.com/globalbiz/content/jun2009/gb20090619_984913.htmhttp://twitter.com/#!/vodafoneukAlmost ALL of Vodafone UK’s 47,000+ tweets are public @replies to customer inquiries. The only tweets that aren’t are to let customers now when their team is signing off for the night and signing back on in the morning. Although the article I read that mentioned them said they also used it for marketing purposes, I didn’t see any marketing messages recently.
  12. http://simpliflying.com/2010/live-how-airlines-and-eurocontrol-are-conquering-icelandinc-volcanic-ash-through-social-media-ashtag/
  13. http://www.linkedin.com/answers?trk=hb_tab_aynhttp://www.facebook.com/?sk=questions&ap=1http://www.quora.com/Which-are-the-best-social-media-blogs-in-Spain?q=spain+social+media
  14. http://searchcrm.techtarget.com/news/1350030/Should-marketing-or-customer-service-manage-your-social-networking-efforts
  15. http://www.facebook.com/danskebank?v=app_177360692283592http://www.visible-banking.com/2011/02/idebank-danske-bank-leverages-facebook-to-improve-its-mobile-banking-application.htmlMarch 16, 2011#financial#europe#sweden#facebook#innovate
  16. http://ideaposti.posti.fi/#uusimmat_tab
  17. http://www.fiatmio.cc/en/20110330#charlene#innovating#crowdsource
  18. Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  19. Define how open well.