Más contenido relacionado La actualidad más candente (9) Similar a Milan World Business Forum speech by Charlene Li (20) Milan World Business Forum speech by Charlene Li1. 1
Creating Winning Social Media Strategies
Charlene Li
Altimeter Group
Twitter: @charleneli
Email: charlene@altimetergroup.com
6. 6
How to give up control
but still be in command
© 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
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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
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
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.