Social Media Marketing-Brazil

Creating Winning Social Media Strategies

Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]

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© 2011 Altimeter Group

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OUT of CONTROL?


© 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


but still be in command

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It’s about RELATIONSHIPS



STRATEGY

ORGANIZATION

PREPAREDNESS



Four goals define your Open Strategy

Learn

Dialog

Support

Innovate

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Track brand mentions with basic tools

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What would happen if every employee could

learn from customers?


Shoppers want to be “known”12

I walk into the store

And plans my visit

Store knows it’s me

Give me offers


Engagement Pyramid13

Curating

Producing

Commenting

Sharing

Watching


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


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%

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Source: 2009 Business.com Business Social Media Benchmarking Study (n=2,393)


Define Your Strategy With Goals16

Learn

Dialog

Support

Innovate


Conversations, not messages

Human, not corporate

Continuous, not episodic

The New Normal17


Boeing uses blogs to engage18


And then tweets to amplify19


L’Oreal Paris Brasil facilitates engagement with individual attention

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Oral-B Brasil follows L’Oreal’s lead…21


The Central Bank of Brazil shares articles on twitter

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Kohl’s engages directly with customers

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Also encourage dialog inside the company



Learn

Dialog

Support

Innovate


How DellOutlet drives sales with Support

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Solarwinds’ community is strategic27


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

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Twitter must adjust to account for Brazil’s explosive growth

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Avianca takes an integrated approach at improving the customer experience

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Brazilian politicians provide campaign support via Twitter

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Brazilian politicians provide campaign support via Twitter

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Learn

Dialog

Support

Innovate


Starbucks involves 50 people around the organization in innovation

Over 100 ideas have been

implemented


P&G goes outside for innovation

P&G made outside-in

innovation a priority

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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


Fiat Mio, the world’s first crowdsourced car

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Mio by the numbers38


ModCloth has customers merchandise new products

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STRATEGY

ORGANIZATION

PREPAREDNESS



Leaderships means having followers42

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

- From “The Leadership Challenge”


Open Leadership43

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 Leaders44

Authenticity Transparency


Transparency as an imperative45


How Best Buy created Open Leaders


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Barry’s first post47


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

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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



Developing Open Leaders



“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



STRATEGY

ORGANIZATION

PREPAREDNESS



#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


#2 Create a Culture of Sharing55


Blogs establish thought leadership56

CEO Richard Edelman has been blogging consistently since September 2004.


#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


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No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#4 Master the Art of Failure


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Create

Sandbox

Covenants


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It’s about RELATIONSHIPS



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


Social Media Marketing-Brazil

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