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The Role Of Social Media In The Organization

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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<br />
  2. Meet Dave Carroll<br />Source:<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,<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:<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 /><br /><br />Twitter: @charleneli<br />For slides, send an email to<br /><br />40<br />Copyright © 2009 Altimeter Group<br />