Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

The Role Of Social Media In The Organization

8.259 visualizaciones

Publicado el

Online Information Conference presentation by Charlene Li, December 3, 2009 in London, UK

Publicado en: Empresariales, Tecnología

The Role Of Social Media In The Organization

  1. The Impact Of Social Media In Your Organization<br />Charlene Li<br />Altimeter Group<br />December 3, 2009<br />For slides, send an email toinfo@altimetergroup.com<br />
  2. Meet Dave Carroll<br />Source: davecarrollmusic.com<br />
  3. Success in the groundswell requires Open Leadership<br />4<br />Have the confidence to let go and still inspire commitment<br />When people get what they need from each other<br />
  4. Open LeadershipHaving the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals.<br />Photo: Kantor, http://www.flickr.com/photos/kantor<br />
  5. It’s about relationships<br />
  6. A culture of sharing<br />7<br />
  7. 10 Elements of Openness<br />8<br />
  8. Explaining strategic decisions<br />9<br />Open book management<br />Managing leaks<br />
  9. Updating with every day stuff<br />10<br />
  10. Conversing: Vodafone on Facebook<br />11<br />
  11. Open Mic: When people contribute<br />12<br />
  12. Crowdsourcing new Walkers flavour<br />13<br />
  13. Platform extends Guardian’s data<br />14<br />Database of nuclear arms’ location<br />
  14. Decision-making models<br />15<br />Centralized<br />Democratic<br />Distributed<br />Consensus<br />
  15. Theme<br />Social will be like air<br />
  16. Facebook Connect extends<br />17<br />See what friends read/comment on<br />
  17. Your site as you know it<br />18<br />
  18. Your site with Google Sidewiki<br />19<br />
  19. Reviews from people I know<br />Note: This is a mock-up, not an actual product <br />Source: Razorfish<br />
  20. New ways of targeting<br />21<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphic<br />
  21. Getting Started<br />22<br />
  22. #1 Goals define your open strategy<br />
  23. Learning humanizing customers<br />24<br />
  24. Plan dialog with the Engagement Pyramid<br />Curators<br />Producers<br />
  25. Ritz-Carlton exemplifies service<br />26<br />
  26. Starbucks innovates across the organization<br />
  27. #2 Understand the benefits of openness<br />28<br />“We tend to overvalue the things we can measure, and undervalue the things we cannot.”<br />- John Hayes, CMO of American Express<br />
  28. Fans have value only if they do something<br />Buy more Coke<br />Tell others how much they love Coke<br />4 million fans<br />29<br />
  29. Use metrics to manage openness<br />Net Promoter Score<br />How likely are you to recommend this to someone you know?<br />Lifetime Value<br />Lifetime revenue<br />Cost of acquisition<br />Cost of retention<br />Customer referral value (CRV)<br />
  30. Making decisions with metrics<br />31<br />Find more fans with large networks<br />Encourage fans to make more referrals<br />
  31. Engagement scores of 100 brands<br />+18% revenue<br />+15% gross margin<br />growth<br />+5% revenue<br />+3% gross margin<br />growth<br />+10% revenue<br />+1% gross margin growth<br />-6% revenue<br />-11% gross margin growth<br />32<br />Source: EngagementDB.com<br />
  32. #3 Build trust and manage risk<br />The Sandbox Covenant<br />
  33. #4 Orchestrate openness<br />34<br />
  34. Create new workflows<br />i.e. Customer service monitors and responds to tweets directly<br />
  35. Organizational models for openness <br />36<br />
  36. #5 Find and nurture Open Leaders<br />Collaborative<br />Independent<br />Pessimist<br />Optimist<br />
  37. #6 Plan to fail well<br />38<br />Identify the top 5-10 worst case scenarios.<br />Encourage risk taking and forgive failures.<br />
  38. New rules of open leadership<br />39<br />
  39. Thank You<br />Charlene LiAltimeter Group<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: @charleneli<br />For slides, send an email to<br />info@altimetergroup.com<br />40<br />Copyright © 2009 Altimeter Group<br />

×