lithium likes to loves tour nyc
TRANSCRIPT
#L2LTour We’re Tweeting! Join
the conversation at New York
Building a Brand Nation September 21, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
@katykeim #L2LTour
fan
“I acknowledge you”
engaged
“I want something from you”
superfan
“I belong because of you”
advocate
“I act for me and for you”
the change in the customer
@katykeim #L2LTour
Your Brand
Nation
the change in the business
Passionate,
engaged social
customers
who love you,
not like you
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@katykeim #L2LTour
we build brand nations
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vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 17
Sean McDonald
SVP & Colony Master
Candace Sims
Social Media Marketing
Manager
Rebecca Carroll
Community Manager
#L2LTour We’re Tweeting! Join
the conversation at New York
Building a Brand Nation September 21, 2011
Sean McDonald
SVP & Colony Master, Ant’s Eye View
@iamseanmcdonald
The Ant’s Eye View Team
WHO WE ARE:
Ant’s Eye View is a strategic management consulting firm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage and enterprise-wide experience sets us apart.
Founded in 2009, our client list now includes large, complex organizations such as P&G, Google, Microsoft, Dell, Unilever, HP, Canon, Xerox, KPMG, USAA, Scotiabank, Cisco, Wells Fargo, Jack in the Box and AT&T.
OUR TEAM INCLUDES SOCIAL ENGAGEMENT LEADERS FROM:
Ant’s Eye View team as of August 8, 2010
OUR LEADERSHIP (L to R): Sean O’Driscoll, CEO & Co-founder Jake McKee, SVP & Co-founder Dustin Johnson, SVP & Managing Director Sean McDonald, SVP & Managing Director
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In the last five years…
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Technology
• Instant publishing • Multi-screens/multi-device • Constant connection - access to what I
want, when/where I want it (cloud computing)
• Location-based/aware services • End users bringing consumer
technology into IT
Society
• Lack of corporate trust • Online opinions influence decisions • Difficult for messages to break through
the noise • Demand for real-time communication • Gen Y – like flattened hierarchy, no fear
Economic
• Slow growth environment in most areas of the world • Barriers to entry falling fast
The Social Engagement Journey
Stage 1
Traditional
Stage 3
Operational
Stage 5
Fully Engaged Stage 4
Measurable
Stage 2
Experimental
Traditional,
command and
control business
operations using
one-way
communication to
drive business
outcomes.
Dabbling in
social
engagement
occurs but is
disconnected to
business
operations.
Fractured tools,
silo’d efforts and
disparate
measures reign.
Social
engagement
becomes more
embedded in
business
operations.
Internal training,
channel alignment
and campaign
integration begin
to deliver tangible
results.
Social engagement
drives real
business results,
with systems and
tools fully
optimized to
support confident
and competent
employees and to
more fully harness
online
relationships.
Social engagement
between
customers and
employees and
between
employees with
each other are part
of the
organization’s
DNA.
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Social Education
Stage 1
Traditional Stage 3
Operational
Stage 5
Fully Engaged Stage 4
Measurable
Stage 2
Experimental
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Compliance across the
enterprise
Competence & Acumen
Collaboration amongst peers
101: Compliance
Full scale compliance training that helps to ensure employees are acting in
the best interest of the company, during and after work.
The 101 level of content is typically targeted to the broader base of employees, where the goal is to
set a baseline understanding of what online social behaviors are acceptable as well as clarifying the
potential problems that may arise by not fully considering their actions.
• Ketchum employee tweets a negative post about Memphis… while on his way to visit his client, FedEx.
• FedEx discovers this and reprimands him
201: Competence
Focusing on developing, distributing, and applying
shared best practices across the entire enterprise,
in order to effectively inject social media into normal
course of business.
The 201 foundation is a Playbook, a modular, easy to consume, easy to
use collection of how-to content, worksheets, tools, and more.
• Nordstrom has 196 stores, but has
200 individual Facebook pages, with some stores having more than one page!
• This is carving up their brand, confusing customers, and creating far too many dissociated messages.
301: Collaboration
Peer-to-peer, dialogue-based interaction that drives engagement amongst
employees, where the by-product of that engagement is tighter working
relationships and curated best practices content.
At the 301 level, priorities and implementation shift to the creation of two-way
communication channels that allow colleagues to better exchange ideas and build
on 201 content assets. Basic community management practices and content
curation efforts ensure that conversation is lively and that the discussions are
captured for reuse.
Social Media Goals
Lead the Social Media space for retail and beauty
Connect with Clients by fostering a dialogue and creating a compelling Sephora presence everywhere they are talking about beauty
Drive sales and loyalty
Showcase Sephora’s service and expertise in Beauty
Elevate our brand by innovating in a new channels
Do they just talk the talk?
• BeautyTalkers spend 2.5x more $
• Super users spend 10x more $
• This is their day job! Average super user spend 36.5 hrs/week on BeautyTalk
Lessons Learned
Feed the conversation Allow users to personalize Keep it Fresh
Listen and Learn Unify Brand Voice
Turning “Likes” into “Loves”
Deepen Engagement – Keep superusers coming back with special panels and offers
to make them feel like VIPs
– Give superusers the inside scoop on new community updates
Create a social hub for all Sephora activity – Bring social cred with you on FB, get credit for writing
reviews and visiting stores
– Help us help you
Be the go-to destination for all things beauty!
Becky Carroll
Community Program Manager, Verizon Author, The Hidden Power of Your Customers: Four Keys to Growing Your
Business Through Existing Customers
@bcarroll7
Lithium Likes to Loves Tour September 21, 2011
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Verizon Overview V
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Verizon is a global leader in broadband, wireline, and wireless communications.
Verizon Residential has America’s most advanced fiber-optic network.
Entertainment services Converged communications Information services
Diverse workforce of over 196,000
Consolidated revenues in 2010 of over $106 billion Source: Verizon.com
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Expanding from Support to Engagement
http://community.verizon.com Launched: August 2008
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Open Innovation: Anyone, anywhere
http://verizon.com/ideas
Launched: July 2010
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Identify new product and service enhancement opportunities
Facilitate customer-driven product/service enhancements or new products/services
Enhance Verizon brand as establishing innovative ways to engage with and serve customers
Objectives
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Example: FiOS TV FiOS TV is Verizon Residential’s flagship product, providing top-rated, high quality TV viewing via our fiber optic network
Includes our Interactive Media Guide (IMG)
IMG 1.9 - New feature release - Wanted to focus on customer requests
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Ide
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ha
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e Collecting Customer Input
Collaboration via social media tools Verizon Forums
Verizon Idea Exchange
Twitter via @FiOSTV
Verizon FiOS Facebook page
Forums Sneak Peek
Collaboration
Refinement
Co-Creation
Ve
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e FiOS TV IMG 1.9:
A Huge Success With Customers
“Wow. Impressive.”
“Love the new guide!:)”
“Whoohoo. The guide is finally in HD.”
“I IMG 1.9.”
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e Verizon Ideation Process
Leverages Social Media
We listen to customers
We open our product development process
“85% of our latest release
has been suggested, or
refined by our customers.”
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Number of ideas submitted: 1700
Number of ideas in progress: 250
Number of ideas implemented: 31
Since launch…
107% growth in comments
403% growth in votes
555% growth in visitors
Measuring Success
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Su
cce
ss M
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Support
Engagement
Insight
Able to self-serve
Look for issues (early detection)
Customer retention
Be affiliated with the brand
Get closer to the Customer
Insight to help take action
Connect with Verizon
A place to be heard
Our Brand Nation
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Co
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un
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Call to Action: Start by Listening
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Co
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Next Step: Go Deeper
Use tools to listen beyond your own website
Incorporate social media into your strategies
Co-opt your customers
@katykeim #L2LTour
the must haves in a brand nation
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▪ engaging
▪ scalable
▪ everywhere
▪ measurable
@katykeim #L2LTour
scalable through superfans’ influence
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Aandms
Counsellor
Member: 3/2010
2161 Kudos
9,369 Posts
378 Total Tags
KachiWachi Distinguished
Logitech Legend
Member: 5/2006
748 Kudos
45,136 Posts
RealGeorgeW Trusted Contributor
Member: 2/2009
322 Kudos
4,527 Posts
40 Total Tags
@katykeim #L2LTour
everywhere. where your customers are.
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owned
community sites Facebook
enhancing the
in-Store experience
mobile
@katykeim #L2LTour
next steps
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meet customers
and view demos
let’s discuss your
needs and brand
report
3 months free
with a one year
subscription to
LevelUp or SMM
today this month before Dec 1
meet customers
and view demos
let’s discuss your
needs and brand
report
3 months free
with a one year
subscription to
LevelUp or SMM
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