philippines adcongress speech by charlene li

Harnessing The Power Of Social Media

Charlene Li

Altimeter Group

Twitter: @charleneli

Email: charlene@altimetergroup.com

OUTOUT of of CONTROL?CONTROL?

It’s about RELATIONSHIPSRELATIONSHIPS

STRATEGY

ORGANIZATION

PREPAREDNESS

STRATEGY

ORGANIZATION

PREPAREDNESS

Four goals define your Strategy Strategy9

Track brand mentions with basic tools10

What would happen if every employee could

learn from customers?

What would happen if every employee could

learn from customers?

Nescafe Philippines uses Facebook fans’ insights to improve service

Facebook fans become market

research and survey data

Facebook fans become market

research and survey data

Your customers want to be “known”12

I walk into my local grocery store

The store knows it’s me13

• Social check-ins (Four Square, Yelp, Facebook Places)• Near Field Communications

I get coupons to use right away14

And connect my phone to in-store GPS shopping cart15

Define Your Strategy With Goals16

Conversations, not messages

Human, not corporate

Continuous, not episodic

The New Normal17

Boeing uses blogs to engage18

Kohl’s updates reach 5.7M customers19

Timely content and the power of sharing20

Potential reach of 7,500

engagements is over 1 million people. What

would it cost to do this with traditional

media?

Potential reach of 7,500

engagements is over 1 million people. What

would it cost to do this with traditional

media?

Cathay Pacific provides customer support on Twitter and Facebook

How DellOutlet drives sales with Support23

Solarwinds’ community is strategic24

P&G uses reviews to improve products26

ModCloth has customers merchandise new products27

Starbucks involves 50 people around the organization in innovation

Over 100 ideas have been

implemented

Over 100 ideas have been

implemented

STRATEGY

ORGANIZATION

PREPAREDNESS

STRATEGY

ORGANIZATION

PREPAREDNESS

Leaderships means having followers31

“Leadership is a relationship between those who aspire to lead and those who choose to follow.”

- From “The Leadership Challenge”

Open Leadership32

Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals

Traits of Open Leaders33

Authenticity Transparency

How Best Buy created Open Leaders

Barry’s first post35

Retailer Best Buy has 2,500 employees providing support via Twitter

STRATEGY

ORGANIZATION

PREPAREDNESS

STRATEGY

ORGANIZATION

PREPAREDNESS

#1 Align social with key Strategic GoalsStrategic Goals39

Examine your 2011 & 2012 goals

Pick ones where social will have an impact

Start small, but now

#2 Create a Culture of SharingCulture of Sharing40

Softbank CEO shares openly, frequently 41

#3 Discipline is #3 Discipline is NeededNeeded to to SucceedSucceed

Assess the message

Take reasonable action to fix issue and let customer

know action taken

Take reasonable action to fix issue and let customer

know action taken

Evaluate the

purpose

Evaluate the

purpose

Unhappy Customer?Unhappy

Customer?

DedicatedComplainer

Comedian Want-to-

Negative

Are the facts

correct?

Are the facts

correct?

Gently correct the facts

Are the facts

correct?

Are the facts

correct?

Does customer need/deserve

more info?

Does customer need/deserve

more info?

Explain what is being done to

correct the issue.

Explain what is being done to

correct the issue.

Is the problem

being fixed?

Is the problem

being fixed?

Let post stand and monitor.

Positive

Can you add value?

Respond in kind & share

Thank the person

Yes No

Do you want to

respond?

Do you want to

respond?

No Response

Adapted from US Air Force Comment Policy

Climb the Social Business Hierarchy of Needs43

Five ways companies organize around social media44

#4 Ask the #4 Ask the Right Questions Right Questions about about ValueValue

“We tend to overvalue the things we

can measure, and undervalue the

things we cannot.”

- John Hayes, CMO of American

Express

No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#5 Master the Art of #5 Master the Art of FailureFailure

Create Create

Sandbox Sandbox

CovenantsCovenants

It’s about RELATIONSHIPSRELATIONSHIPS

Charlene Li

charlene@altimetergroup.com

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

slides@altimetergroup.com

For more information & to buy the

visit open-leadership.com

philippines adcongress speech by charlene li

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