lithium likes to loves tour - washington dc
DESCRIPTION
Lithium, AAA, Verizon and David Armano of Edelman Digital on how to turn customer likes into customer loves.TRANSCRIPT
#L2LTour We’re Tweeting! Join
the conversation at Washington DC
Building a Brand Nation September 22, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
breakfast
networking
information
2
context
possibilities
next steps
3
@katykeim #L2LTour
why likes to loves?
4
@katykeim #L2LTour
transformation
5
@katykeim #L2LTour 6
to
engagement peer support loves superfan
broadcast likes call center fan
@katykeim #L2LTour
reinventing the
telecom company
7
@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 9
@katykeim #L2LTour 12
@katykeim #L2LTour
Your Brand
Nation
the change in the business
Passionate,
engaged social
customers
who love you,
not like you
13
@katykeim #L2LTour
we build brand nations
14
vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 15
@katykeim #L2LTour 17
David Armano
EVP, Global Innovation
& Integration
Kim Snedaker
Social Media Manager
Rebecca Carroll
Community Manager
#L2LTour We’re Tweeting! Join
the conversation at Washington DC
Building a Brand Nation September 22, 2011
David Armano
EVP, Global Innovation & Integration
Edelman
@armano
SOCIAL MEDIA FOR BUSINESS DAVID ARMANO EVP, INNOVATION & INTEGRATION | EDELMAN DIGITAL
THE WORLD HAS CHANGED (AGAIN)
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According to Former Google CEO Eric Schmidt, each day netizens around the globe pump out a deluge of digital content that's equal to all information that existed in either digital or analog form prior to 2003.
IN A CONNECTED WORLD, PARTICIPATION TRUMPS BROADCASTING
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CUSTOMERS ARE ADVOCATES
“For brands today in this fragmented world getting us, as multifaceted
people, to take action and engage is one of the biggest challenges
marketers face” ~Christina Smedley, Edelman Global Chair Consumer Marketing
24
“To succeed with empowered customers, you must empower your employees to solve customer problems” ~Josh Bernoff, Forrester Analyst & Author of Empowered
EMPLOYEES ARE AMBASSADORS
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“For the first time, this year’s Trust Barometer shows that trust and transparency are as important to corporate reputation as the quality of products and services” ~2010 Edelman Trust Barometer
INFORMATION HAS BEEN UNLEASHED
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“It‘s estimated that the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.” ~eMarketer, Getting To Know The Mobile Population
MEDIA HAS CHANGED
MEDIA & DIGITAL “CLOVERLEAF”
Message Shareholders
Consumers
Regulators
Vendors
Employees
Creative
Concept
Mainstream
Traditional Hybrid
Owned Social
SEARCH
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DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS
INTERNAL/ENTERPRISE
EARNED media
OWNED properties
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PAID media
RICH MEDIA CONTENT
ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
OWNED properties
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS
INTERNAL/ENTERPRISE
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PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS
RICH MEDIA CONTENT
ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
EARNED media
OWNED properties
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS
INTERNAL/ENTERPRISE
PAID media
33
SOCIALplatforms
PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS
EMBASSIES
RICH MEDIA CONTENT
INFLUENCER ENGAGEMENT
ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
OUTPOSTS
RELEVANT MESSAGE BOARDS BLOGOSPHERE
EARNED media
OWNED properties
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS
INTERNAL/ENTERPRISE
PAID media
Source:
Edelman 2010, edelmandigital.com
34
SOCIALplatforms
PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS
EMBASSIES
RICH MEDIA CONTENT
INFLUENCER ENGAGEMENT
ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
SOCIAL INTERACTIONS IN THE OVERLAPS
OUTPOSTS
RELEVANT MESSAGE BOARDS BLOGOSPHERE
Social Engagement
Concentrated Here
EARNED media
OWNED properties
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS
INTERNAL/ENTERPRISE
PAID media
EMBASSIES, AMBASSADORS & OUTPOSTS
Embassies are an established presence where interactions, conversations and participation are
facilitated by one or more Ambassadors
of the brand or organization who manages them.
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EMBASSIES ARE YOUR HOME AWAY FROM HOME
Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”—properties that are not owned or controlled by the business, brand or organization.
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EMBASSIES NEED AMBASSADORS, OUTPOSTS REQUIRE ENVOYS
COMMUNITY MANAGEMENT: THE FRONT LINE
Community Management is the act
of engaging members of a specific
group in a participatory fashion.
Community Managers fall under the
“ambassador” category of the
organization, representing the brand
or business in a specific community
ecosystem.
Communities form around shared
interests and participants seek
value from them.
~Suzanne Marlatt, Community Manager for
EdelmanDigital.com & Edelman Digital “embassies”
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COMMUNITY MANAGMENT = HUMAN INTERACTION DESIGN
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THE FIVE C’S OF COMMUNITY
BUSINESS AS USUAL?
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“To stand out in a commoditized market, companies must
understand what customers truly value. The only way to do that is to
break down the traditional, often entrenched, silos and unite
resources to focus directly on customer needs." ~Ranjay Gulati, Harvard Business Review
INDUSTRIAL ERA BUSINESS IS STRUCTURED FOR EFFICIENCY
marketing public
relations sales customer
service
product
development
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BUT THE NETWORK ECONOMY DOESN’T CARE
“e-patients are empowered, engaged, equipped and enabled”
“E-patient” Dave deBronkart
CHALLENGES ORGANIZATIONS FACE
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CHALLENGES: UNCLEAR OBJECTIVES, MEASUREMENT & ROI
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CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES
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CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES
Less experienced organizations here
More experienced
organizations here
Very few organizations
are here
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CHALLENGES: MISALIGNED SKILLS & COMPETENCIES
marketing
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CHALLENGES: LACK OF COORDINATION & INTEGRATION
marketing
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“A new organizational structure is required to accommodate and
benefit from the culture of sharing that social media has fueled over
the last four years. The information flow we all experience daily can
no longer be organized into neat org-chart silos." ~Charlene Li, Author of Open Leadership
CHALLENGES: CLOSED BUSINESS CULTURE
BRANDS MUST BECOME SOCIAL, OPEN & AGILE
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A SOCIAL BRAND REQUIRES BECOMING A SOCIAL BUSINESS
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
SOCIAL BRAND (External)
SOCIAL BUSINESS (Internal)
MEASURABLE OUTCOMES
Training Process
Organization Models Employee Engagement Policies & Guidelines Knowledge Sharing
Culture
Programs
Infrastructure
Source: David Armano,
Edelman 2011, edelmandigital.com
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SOCIAL BY DESIGN
Social business planning is the blueprint for the
transformation of an organization—bridging the external with
internal, resulting in a more connected way of doing business and shared value for all stakeholders
WHY SHOULD A BUSINESS BECOME “SOCIAL”?
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CRISIS MANAGEMENT IS REAL TIME
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EVERYONE IS AN ACTIVIST
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CUSTOMERS MAKE YOUR COMPANY BETTER
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BUSINESS EMBRACES RESPONSIBILITY
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PUBLICS SEEK PURPOSE
“86 percent of global consumers believe that business needs to
place at least equal weight on society’s interests as on a business’
interests.” ~Edelman 2010 Good Purpose Study
THE PATH TO BECOMING A SOCIAL BRAND & BUSINESS
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START WITH THE FOUR STAGES OF SOCIAL BUSINESS
Crawling Monitoring, listening, Establishing infrastructure.
Walking
Leveraging platforms, producing content, participating.
Running
Engaging, responding, leveraging employees.
Flying Scaling, systematizing and integrating into all business functions.
BUILD A BRAND AMBASSADOR “ECO-SYSTEM”
63
THANK YOU @ARMANO | Edelmandigital.com
AAA: 100+ years of exploring new frontiers ‘don’t worry: this does have to do with social media’
kim snedaker social media director lithium likes to loves tour #L2LTour september 22, 2011
1900’s: AAA founded as a Nation of Automobolists. A small group fighting for crazy new things like paved roads and street signs for this new invention….the automobile.
1920’s: AAA established a Traffic Safety Department and founded the School Safety Patrol for children. Since 1950, AAA has documented hundreds of lives saved through this program.
1950’s: AAA was a leading advocate in establishing the Highway Trust Fund which paves the way for building the U.S. Interstate Highway System. 1970’s: During Arab oil embargo, AAA advises drivers on gasoline availability and prices.
2000’s: AAA works for laws to relieve transportation congestion and launches campaigns to support environmental issues and promote green technologies
NASA Goddard Flickr
2007: The Social Media Explosion Our first vision & strategy documents defined Social Media as our next, new frontier
Build on our heritage of what members join/renew for: roadside assistance, travel information &
discounts, and advocacy for driver & passenger safety
http://history.nasa.gov
2008-2009: One small step for a few AAA Clubs A few large Clubs, like AAA Mid-Atlantic, led the way into the social space
Started conversations with Members: DrivewithAAA(2008) & TravelwithAAA (2009)
Assets: Mzinga-powered Online Community, Facebook, Twitter, Web/Social/Email integration
http://history.nasa.gov
2010-2011: Using new technology to optimize our social base camp • Lithium became our platform provider, but most importantly, our partner in 2010
• Re-launched Online Community in December 2010 (Drive, Travel + Discounts & Dollars)
• Assets: Online Community, Facebook, Twitter, Live Twitter streams on Web & Community, ScoutLabs
Monitoring
Our Community
content continues
our heritage of
providing
information and
resources to our
Members
• Community Profile
• 37% Tenure of 10+ years; 34% less than 2 years
• 11% Brand New Members
• 47% 2 Memberships on account; 52% have Auto Renewal
• 12% higher than non-community members
• 44% have MPI of 2; 33% MPI of 3
• 21% HH income $50-$70k; 15% $75-$100k; 13% $100-$125k
• 81% Married; 19% Single
• 51% No Children in HH; 49% Children in HH
• 87% Homeowners; 75% avg length of residence 5+ years
• 25% reside in MD; 25% in NJ; 25% in VA; 18% in PA; 5% in DE
• Age demographics mixed from 18-65+ (largest decile of 16% 65+)
“Houston, we have a problem.”
Obstacles & Challenges are of our own creation AAA National bylaw that enforces digital boundaries for each Club
Majority of AAA Leadership & Stakeholders that think social is the latest sales channel
Majority of AAA Associates locked out of social media space during work hours
NASA Goddard Flickr
Where We’re Headed • Move scores up our Social Roadmap in each of the 5 Social Strategy Categories
• Holding company of 10 Clubs, from West to East Coast with 12 Million Members, going into social
space together (shared Online Community Portal, exemption from National bylaw)
• 2011: Creating a Social Media Center of Excellence (Hub & Club Model)
• 2012: Unified Go to Market Strategy (to answer Lithium’s charge…what are you a Nation of?)
• Find a universe of people who Like Us (really really like us)
• Surprise and delight and motivate them from Likes to Loves
Kim Snedaker Social Media Director, AAA Mid-Atlantic
o.302.299.4443
c. 267.994.1820
facebook / twitter / LinkedIn: kimsnedaker
aaa.com/community ksquaredsocial.wordpress.com
#LTLTour
Lessons shared Pick social strategies that map to your brand and
business goals
Define your brand nation
Strategy before tools
Find a partner, not just a platform provider
Always Listen as basis for all other strategies
Integrate your social assets into every digital and
print communication you have
Remove your obstacles or don’t create them in
the first place
Empower your employees to enrich your social
efforts
Educate your leaders that social is about
awareness, conversation & engagement
(not just trying to sell stuff; no one cares)
Giving your customers great experiences
Be Relevant
Growing a Brand Nation -
and Measuring its Success
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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Social Media is not a campaign. It is a Relationship.
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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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Collaboration via social media tools Verizon Forums
Verizon Idea Exchange
Twitter via @FiOSTV
Verizon FiOS Facebook page
Forums Sneak Peek
Collaboration
Refinement
Co-Creation
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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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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
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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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Call to Action: Start by Listening
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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
engaging through interaction styles
10
0
forums
contests
reviews
q&a
ideas
videos
@katykeim #L2LTour
engaging through reputation & recognition
101
@katykeim #L2LTour
scalable through peer to peer
102
@katykeim #L2LTour
scalable through superfans’ influence
103
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
scalable through superfans’ influence
104
@katykeim #L2LTour 10
5
scalable through superfans’ influence
@katykeim #L2LTour
everywhere. where your customers are.
10
6
owned
community sites Facebook
enhancing the
in-Store experience
mobile
@katykeim #L2LTour 10
7
everywhere. definitely on facebook
@katykeim #L2LTour
measurable insights, engagement and response
108
Sometimes, love is
not enough.
10
9
11
0
Sometimes, love is
not enough.
@katykeim #L2LTour
brand nations grow brand loyalty
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1
@katykeim #L2LTour
brand nations drive sales
@katykeim #L2LTour
brand nations reduce costs
@katykeim #L2LTour
brand nations accelerate ideas
@katykeim #L2LTour
next steps
11
5
meet customers
and view demos
let’s discuss your
needs and brand
report
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subscription to
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today this month before Dec 1
meet customers
and view demos
let’s discuss your
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report
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