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Creating Winning Social Media Strategies Charlene Li Altimeter Group Twitter: @charleneli Email: [email protected] 1

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Creating Winning Social Media Strategies

Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]

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© 2011 Altimeter Group

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© 2011 Altimeter Group

OUT of CONTROL?

© 2011 Altimeter Group

© 2011 Altimeter Group© 2011 Altimeter Group

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© 2011 Altimeter Group© 2011 Altimeter Group

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How to give up control

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but still be in command

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It’s about RELATIONSHIPS

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© 2011 Altimeter Group

STRATEGY

ORGANIZATION

PREPAREDNESS

© 2011 Altimeter Group

© 2011 Altimeter Group

STRATEGY

ORGANIZATION

PREPAREDNESS

© 2011 Altimeter Group

© 2011 Altimeter Group

Four goals define your Open Strategy

Learn

Dialog

Support

Innovate

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© 2011 Altimeter Group

Track brand mentions with basic tools

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What would happen if every employee could

learn from customers?

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Your customers want to be “known”12

I walk into my local grocery store

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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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I get coupons to use right away14

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And connect my phone to in-store GPS shopping cart

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Engagement Pyramid16

Curating

Producing

Commenting

Sharing

Watching

© 2011 Altimeter Group

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

© 2011 Altimeter Group

Define Your Strategy With Goals18

Learn

Dialog

Support

Innovate

© 2011 Altimeter Group

Conversations, not messages

Human, not corporate

Continuous, not episodic

The New Normal19

© 2011 Altimeter Group

Boeing uses blogs to engage20

© 2011 Altimeter Group

Kohl’s engages directly with customers

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© 2011 Altimeter Group

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.

© 2011 Altimeter Group

Define Your Strategy With Goals23

Learn

Dialog

Support

Innovate

© 2011 Altimeter Group

How DellOutlet drives sales with Support

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© 2011 Altimeter Group

Solarwinds’ community is strategic25

© 2011 Altimeter Group

Premier Farnell supports engineers with community, and employees with “OurTube”

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© 2011 Altimeter Group

Define Your Strategy With Goals27

Learn

Dialog

Support

Innovate

© 2011 Altimeter Group

P&G uses reviews to improve products

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© 2011 Altimeter Group

Fiat Mio, the world’s first crowdsourced car

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© 2011 Altimeter Group

Starbucks involves 50 people around the organization in innovation

Over 100 ideas have been

implemented

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STRATEGY

ORGANIZATION

PREPAREDNESS

© 2011 Altimeter Group

© 2011 Altimeter Group

STRATEGY

ORGANIZATION

PREPAREDNESS

© 2011 Altimeter Group

© 2011 Altimeter Group

Leaderships means having followers33

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

- From “The Leadership Challenge”

© 2011 Altimeter Group

Open Leadership34

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

© 2011 Altimeter Group

© 2011 Altimeter Group

Traits of Open Leaders35

Authenticity Transparency

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10 elements of openness36

• Explaining• Updating• Conversing• Open Mic• Crowdsourcing• Platforms

Information Sharing

• Centralized• Democratic• Consensus• Distributed

Decision Making

© 2011 Altimeter Group

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

© 2011 Altimeter Group

How Best Buy created Open Leaders

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Barry’s first post39

© 2011 Altimeter Group

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

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© 2011 Altimeter Group

Developing Open Leaders

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© 2011 Altimeter Group

“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

STRATEGY

ORGANIZATION

PREPAREDNESS

© 2011 Altimeter Group

© 2011 Altimeter Group

STRATEGY

ORGANIZATION

PREPAREDNESS

© 2011 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

© 2011 Altimeter Group

#2 Create a Culture of Sharing46

© 2011 Altimeter Group

Blogs establish thought leadership47

CEO Richard Edelman has been blogging consistently since September 2004.

© 2011 Altimeter Group

#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

© 2011 Altimeter Group

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Climb the Social Business Hierarchy of Needs49

© 2011 Altimeter Group

Five ways companies organize around social media50

© 2011 Altimeter Group

#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

© 2011 Altimeter Group

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© 2011 Altimeter Group

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Measuring the Business Value of Social Media

The Social Media Measurement Compass

© 2011 Altimeter Group

No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#5 Master the Art of Failure

© 2011 Altimeter Group

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© 2011 Altimeter Group

Create

Sandbox

Covenants

© 2011 Altimeter Group

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© 2011 Altimeter Group

It’s about RELATIONSHIPS

© 2011 Altimeter Group

© 2011 Altimeter Group

Charlene Li

[email protected]

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

[email protected]

For more information & to buy the

book

visit open-leadership.com

© 2011 Altimeter Group