milan world business forum speech by charlene li
TRANSCRIPT
Creating Winning Social Media Strategies
Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]
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Track brand mentions with basic tools
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What would happen if every employee could
learn from customers?
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The store knows it’s me13
• Social check-ins (Four Square, Yelp, Facebook Places)• Near Field Communications
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Italy Spain UKUnited States
Curating <1% <1% <1% <1%
Producing 38.7% 30.3% 52.7% 26.1%
Commenting
37.4% 45.1% 54.0% 34.4%
Sharing 63.6% 58.6% 79.3% 63.0%
Watching 77.3% 82.2% 89.3% 78.1%
Engagement Pyramid Data17
Source: Global Wave Index Wave 2, Trendstream.net, January 2010
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Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal19
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Vodafone Italy uses Twitter to proactively communicate with customers
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Vodafone humanizes their Twitter account by
including pictures of their support team and
identifying different respondents by an “^”
and the team member’s initials.
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Premier Farnell supports engineers with community, and employees with “OurTube”
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Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been
implemented
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Leaderships means having followers33
“Leadership is a relationship between those who aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”
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Open Leadership34
Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals
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10 elements of openness36
• Explaining• Updating• Conversing• Open Mic• Crowdsourcing• Platforms
Information Sharing
• Centralized• Democratic• Consensus• Distributed
Decision Making
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Determine how open you need to be with information to meet your goals
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Openness audit available at http://bit.ly/opennessaudit
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“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.”
- Marc Benioff, CEO of Salesforce.com
© 2010 Altimeter Group
© 2011 Altimeter Group
#1 Align social with key Strategic Goals
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Examine your 2011 & 2012 goals
Pick ones where social will have an impact
Start small, but now
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Blogs establish thought leadership47
CEO Richard Edelman has been blogging consistently since September 2004.
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#3 Discipline is Needed to Succeed
Assess the message
Take reasonable action to fix issue and let customer know action taken
Evaluate the
purpose
Unhappy Customer?
DedicatedComplainer
?
Comedian Want-to-
Be?
Negative
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Positive
Can you add value?
Respond in kind & share
Thank the person
Yes No
Do you want to
respond?
No Response
No
Yes
Adapted from US Air Force Comment Policy
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#4 Ask the Right Questions about Value
“We tend to overvalue the things we
can measure, and undervalue the
things we cannot.”
- John Hayes, CMO of American
Express
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© 2011 Altimeter Group
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Measuring the Business Value of Social Media
The Social Media Measurement Compass
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No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
#5 Master the Art of Failure
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© 2011 Altimeter Group
Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
For more information & to buy the
book
visit open-leadership.com
© 2011 Altimeter Group