Post on 20-Aug-2015
Creating Winning Social Media Strategies
Charlene LiAltimeter GroupTwitter: @charleneliEmail: charlene@altimetergroup.com
1
© 2011 Altimeter Group
Track brand mentions with basic tools
11
What would happen if every employee could
learn from customers?
© 2011 Altimeter Group
Shoppers want to be “known”12
I walk into the store
And plans my visit
Store knows it’s me
Give me offers
© 2011 Altimeter Group
Brazil Mexico UKUnited States
Curating <1% <1% <1% <1%
Producing 52.7% 42.7% 21.1% 26.1%
Commenting
54.0% 56.9% 31.9% 34.4%
Sharing 79.3% 69.8% 61.8% 63.0%
Watching 89.3% 89.8% 78.9% 78.1%
Engagement Pyramid Data14
Source: Global Wave Index Wave 2, Trendstream.net, January 2010
© 2011 Altimeter Group
People in B2B use social media for work
Use Twitter to find or request business information
Ask questions on Q&A sites
Participate in online business communities or forums
Visit company blogs
Visit company profiles on social media sites
Read user ratings/reviews for business products/services
29%
49%
51%
55%
62%
62%
15
Source: 2009 Business.com Business Social Media Benchmarking Study (n=2,393)
© 2011 Altimeter Group
Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal17
© 2011 Altimeter Group
Premier Farnell supports engineers with community, and employees with “OurTube”
28
© 2011 Altimeter Group
Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been
implemented
© 2011 Altimeter Group
P&G developed technology from diaper research
Reached out to competitor Clorox to form a new joint venture
Helped Glad become Clorox’s second largest brand
Success story: Glad Press’n Seal36
© 2011 Altimeter Group
Leaderships means having followers42
“Leadership is a relationship between those who aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”
© 2011 Altimeter Group
Open Leadership43
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
Open Leadership49
Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals
Openness audit at http://bit.ly/opennessaudit
© 2011 Altimeter Group
© 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
#1 Align social with key Strategic Goals
54
Examine your 2011 & 2012 goals
Pick ones where social will have an impact
Start small, but now
© 2011 Altimeter Group
Blogs establish thought leadership56
CEO Richard Edelman has been blogging consistently since September 2004.
© 2011 Altimeter Group
#3 Discipline is Needed to Succeed
Can you add value?
Evaluate the
purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer
?
Comedian Want-to-
Be?
NegativePositive
Yes No
Do you want to
respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer know action taken
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
Assess the message
Adapted from US Air Force Comment Policy
© 2011 Altimeter Group
57
© 2011 Altimeter Group
No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
#4 Master the Art of Failure
© 2011 Altimeter Group
58