Milan World Business Forum speech by Charlene Li
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Presentation by Charlene Li at the HSM World Business Forum, November 2011
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Milan World Business Forum speech by Charlene Li
- 1. 1 Creating Winning Social Media Strategies Charlene Li Altimeter Group Twitter: @charleneli Email: charlene@altimetergroup.com
- 2. 2 © 2011 Altimeter Group
- 3. OUT of CONTROL? © 2011 Altimeter Group
- 4. 4 © 2011 Altimeter Group
- 5. 5 © 2011 Altimeter Group
- 6. 6 How to give up control but still be in command © 2011 Altimeter Group
- 7. It’s about RELATIONSHIPS © 2011 Altimeter Group
- 8. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
- 9. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
- 10. 10 Four goals define your Open Strategy Dialog Learn Support Innovate © 2011 Altimeter Group
- 11. 11 Track brand mentions with basic tools What would happen if every employee could learn from customers? © 2011 Altimeter Group
- 12. 12 Your customers want to be “known” I walk into my local grocery store © 2011 Altimeter Group
- 13. 13 The store knows it’s me • Social check-ins (Four Square, Yelp, Facebook Places) • Near Field Communications © 2011 Altimeter Group
- 14. 14 I get coupons to use right away © 2011 Altimeter Group
- 15. 15 And connect my phone to in-store GPS shopping cart © 2011 Altimeter Group
- 16. 16 Engagement Pyramid Curating Producing Commenting Sharing Watching © 2011 Altimeter Group
- 17. 17 Engagement Pyramid Data United Italy Spain UK States Curating <1% <1% <1% <1% Producing 38.7% 30.3% 52.7% 26.1% Commenting 37.4% 45.1% 54.0% 34.4% Sharing 63.6% 58.6% 79.3% 63.0% Watching 77.3% 82.2% 89.3% 78.1% Source: Global Wave Index Wave 2, Trendstream.net, January 2010 © 2011 Altimeter Group
- 18. 18 Define Your Strategy With Goals Dialog Learn Support Innovate © 2011 Altimeter Group
- 19. 19 The New Normal Conversations, not messages Human, not corporate Continuous, not episodic © 2011 Altimeter Group
- 20. 20 Boeing uses blogs to engage © 2011 Altimeter Group
- 21. 21 Kohl’s engages directly with customers © 2011 Altimeter Group
- 22. 22 Vodafone Italy uses Twitter to proactively communicate with customers Vodafone humanizes their Twitter account by including pictures of their support team and identifying different respondents by an “^” and the team member’s initials. © 2011 Altimeter Group
- 23. 23 Define Your Strategy With Goals Dialog Learn Support Innovate © 2011 Altimeter Group
- 24. 24 How DellOutlet drives sales with Support © 2011 Altimeter Group
- 25. 25 Solarwinds’ community is strategic © 2011 Altimeter Group
- 26. 26 Premier Farnell supports engineers with community, and employees with “OurTube” © 2011 Altimeter Group
- 27. 27 Define Your Strategy With Goals Dialog Learn Support Innovate © 2011 Altimeter Group
- 28. 28 P&G uses reviews to improve products © 2011 Altimeter Group
- 29. 29 Fiat Mio, the world’s first crowdsourced car © 2011 Altimeter Group
- 30. Starbucks involves 50 people around the organization in innovation Over 100 ideas have been implemented © 2011 Altimeter Group
- 31. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
- 32. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
- 33. 33 Leaderships means having followers “Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge” © 2011 Altimeter Group
- 34. 34 Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group
- 35. 35 Traits of Open Leaders Authenticity Transparency © 2011 Altimeter Group
- 36. 36 10 elements of openness Information Sharing • Explaining • Updating • Conversing • Open Mic • Crowdsourcing • Platforms Decision Making • Centralized • Democratic • Consensus • Distributed © 2011 Altimeter Group
- 37. 37 Determine how open you need to be with information to meet your goals Openness audit available at http://bit.ly/opennessaudit © 2011 Altimeter Group
- 38. 38 How Best Buy created Open Leaders © 2011 Altimeter Group
- 39. 39 Barry’s first post © 2011 Altimeter Group
- 40. 40 Retailer Best Buy has 2,500 employees providing support via Twitter © 2011 Altimeter Group
- 41. Developing Open Leaders © 2011 Altimeter Group 2010
- 42. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.” - Marc Benioff, CEO of Salesforce.com © 2011 Altimeter Group 2010
- 43. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
- 44. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group
- 45. 45 #1 Align social with key Strategic Goals Examine your 2011 & 2012 goals Pick ones where social will have an impact Start small, but now © 2011 Altimeter Group
- 46. 46 #2 Create a Culture of Sharing © 2011 Altimeter Group
- 47. 47 Blogs establish thought leadership CEO Richard Edelman has been blogging consistently since September 2004. © 2011 Altimeter Group
- 48. 48 #3 Discipline is Needed to Succeed Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Does customer Do you want Assess the Evaluate the need/deserve more to respond? message purpose info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you No Dedicated Yes Are the facts No add value? Complainer? correct? No Yes Is the Explain what is Respond in Thank the Comedian Yes problem being done to kind & share person Want-to-Be? being fixed? correct the issue. No Adapted from US Air Force Comment Policy Yes Let post stand and monitor. © 2011 Altimeter Group
- 49. 49 Climb the Social Business Hierarchy of Needs © 2011 Altimeter Group
- 50. 50 Five ways companies organize around social media © 2011 Altimeter Group
- 51. 51 #4 Ask the Right Questions about Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express © 2011 Altimeter Group
- 52. 52 Measuring the Business Value of Social Media The Social Media Measurement Compass © 2011 Altimeter Group
- 53. 53 #5 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart” © 2011 Altimeter Group
- 54. 54 © 2011 Altimeter Group
- 55. It’s about RELATIONSHIPS © 2011 Altimeter Group
- 56. © 2011 Altimeter Group
Notas del editor
- http://boeingblogs.com/randy/archives/2011/05/back_when_i_first_started.htmlhttp://boeingblogs.com/randy/about.html
- I think the frame stopped here in part 1 of the YouTube series is a powerful message. “Fiat stopped to listen.” It’s step 1 in the objectives (learn) and one that permeates through every aspect of the framework. Fiat set out (with help from the agency AgenciaClick Isobar) in unprecedented fashion to launch the first ever crowdsourced car. Fiat built a forum at http://www.fiatmio.cc/ - really a small social network – that created a workspace for exchange of dialog between Fiat drivers and car designers. Drivers posed and answered questions about features and functions they’d like to see. They told Fiat EXACTLY what they wanted to see via social media. This is the ultimate engagement, and exercise of trust between brand and consumer.More info: http://adage.com/article/global-news/top-social-media-campaigns-brazil-china-hungary/227440/#auto#b2c#innovate#learn#youtube
- 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”.
- Define how open well.