philippines adcongress speech by charlene li

Harnessing The Power Of Social Media

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Charlene Li

Altimeter Group

Twitter: @charleneli

Email: [email protected]

© 2011 Altimeter Group

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OUTOUT of of CONTROL?CONTROL?


© 2011 Altimeter Group© 2011 Altimeter Group

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© 2011 Altimeter Group© 2011 Altimeter Group

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It’s about RELATIONSHIPSRELATIONSHIPS



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

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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

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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



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


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Barry’s first post35


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

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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

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

?

DedicatedComplainer

?

Comedian Want-to-

Be?

Comedian Want-to-

Be?

Negative

Are the facts

correct?

Are the facts

correct?

Gently correct the facts

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Are the facts

correct?

Does customer need/deserve

more info?

Does customer need/deserve

more info?

Yes

Explain what is being done to

correct the issue.

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Is the problem

being fixed?

Yes

Let post stand and monitor.

Let post stand and monitor.

No

Yes

NoYes

Yes

Positive

Can you add value?

Can you add value?

Respond in kind & share

Respond in kind & share

Thank the person

Thank the person

Yes No

Do you want to

respond?

Do you want to

respond?

No Response

No Response

No

Yes

Adapted from US Air Force Comment Policy


42


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


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No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

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


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Create Create

Sandbox Sandbox

CovenantsCovenants


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It’s about RELATIONSHIPSRELATIONSHIPS



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
