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How to think about customer engagementGoal-oriented strategies for social technologiesWhat the future holdsRecommendations and next steps
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Tapping The Power OfThe Groundswell
Charlene LiAltimeter GroupJune 5, 2009
If you would like a copy of the slides, please leave a business card with me.
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Welcome to the Groundswell
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Where social technologies enable people to get what they need from each other
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Coca-Cola spreads conversations through its fans
Agenda•How to think about customer engagement•Goal-oriented strategies for social
technologies•What the future holds•Recommendations and next steps
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What marketing often looks like today
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Basic online activity is just a start
Source: Pew Internet & American Life Project Tracking surveys (August 2006 to May 2008)
Percent of Internet users who report ever doing this activity
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The Engagement Pyramid
Source: Universal McCann Social Media Tracker Wave 3, March 2008*Source: Wiki data from Wetpaint, forum data from Lithium Technologies**Source: Pew Internet & American Life Project Tracking surveys
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
• Edit a wiki – <1%*• Moderate a forum – <1% • Edit a wiki – <1%*• Moderate a forum – <1%
• Write in a blog – 21% • Upload a video – 18%• Write in a blog – 21% • Upload a video – 18%
• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**
• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**
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How engaged are YOU?
Agenda•How to think about customer engagement•Goal-oriented strategies for social
technologies•What the future holds•Recommendations and next steps
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Transactional
OccasionalImpersonalShort-term
Passionate
ConstantIntimate
Loyal
Passionate
ConstantIntimate
Loyal
Focus on relationships, not technologies
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Four strategies, start with Learn
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Learn with monitoring tools
No size fits all for monitoring
• River of “noise” versus insight
• Need for scenario-based monitoring▫Response to
detractors▫Analytics for
planning▫Listen by
audience/site▫Sentiment
tracking/audits
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How Oracle encouraged feedback
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How to learn better
•Determine where fast, flexible learning is most needed to support business goals
•Figure out who you need to listen to, and where they are
•Find out who is best at listening to that audience▫Hint: It’s probably not Market Research
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B2B Twitter encourages engagement
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At Southwest, a planner talks
Post has received 98 comments over 10 days
Post has received 98 comments over 10 days
In the future, everyone is a marketer
In the future, everyone is a marketer
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Cable problems? Who do you call?
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BlueShirtNation.com supports Best Buy’s front line employees
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Salesforce innovates with customers
Agenda•How to think about customer engagement•Goal-oriented strategies for social
technologies•What the future holds•Recommendations and next steps
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Social networks will be like air
Three things are needed to make social networks like air
1. Identity – who you are2. Contacts - who you know 3. Activities – what you do
And it’s still very early, so patience is needed
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My identity, in context
Author, researcher, strategist Chauffeur, cook, play date organizer
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Social aggregators can map your relationships
Source: 33Across
Map explicit relationships
Identify “Influencers” who are connected AND share
Vendors:- 33Across- Lotame- Rapleaf
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Implicit social data fills in the relationship gaps
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Sharing activities to networks
Publish reviews from CitySearch to Facebook
Publish reviews from CitySearch to Facebook
Both CitySearch and Facebook get behavior and sharing data
Both CitySearch and Facebook get behavior and sharing data
Bring friends to CitySearchBring friends to CitySearch
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Aggregators can build rich profiles
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Who I email the mostWho I email the most
Who I meet withWho I meet with
Who I callWho I call
What I read and shareWhat I read and share
What sites I visitWhat sites I visit
What I buyWhat I buy
Who I know, what I didWho I know, what I did
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Evolution of profiles
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“Birds of a feather shop together”
“Lisa” buys on NineWest.comMedia6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved)
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NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
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The rise of the personal CPM
Target & price on:• Influence• Number of friends• Influence among friends• Number of influential friends
Agenda•How to think about customer engagement•Goal-oriented strategies for social
technologies•What the future holds•Recommendations and next steps
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#1 Get the right people on the bus
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Find your revolutionaries
Lionel MenchacaDell
Ed TerpeningWells Fargo
Paula DrumH&R Block
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Have a plan to deal with different social media mindsets
Find the “moments of faith” and “moments of crisis” for each
mindset
Insecure Confident
Dependent
Independent
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Tactics
Audience
#2 Start small, but start now
Goal
Revolutionary
#3 Evaluate where social makes sense
Identify where social network data and content can/should be integrated in the business
Leverage existing identity and social graphs where your audience already is, e.g. Facebook Connect, Google Connect, LinkedIn
Get your privacy and permission policies and processes aligned with an open strategy
Find your trust agents and partners◦“In Google I trust”, or someone else?
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Get your backend data in order
Have a single identity for all customer records
Understand new data standards of the open social Web
Integrate mobile
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#4 Prepare for a new organization
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New forms of leadership will be needed
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Social transforms traditional orgs
Task Strategy ChangesMarket research Learn • Monitor conversations
• All employees listen & learn
Marketing/Sales Dialog • Every employee is a marketer• Bridge the consideration gap
Customer support
Help • Proactively seek out problems• Enable customers to help
Product development
Innovate • Seek ideas from customers• Broaden employees involved
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#5 Measure the right things
Your goals determine your metrics
Your goals determine your metrics
Use the same metrics as your marketing goals
Use the same metrics as your marketing goals
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Example “micro” metrics
Goal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of people reached # of interactions
AwarenessFaster, more sales
Help # of issues addressed
Customer satisfaction
Innovate # of implemented ideas
Faster, better development
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Higher order metrics to consider
How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
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#6) Embrace the loss of control
47Photo: Kantor, http://www.flickr.com/photos/kantor
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An essential tool to have
Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
If you would like a copy of the slides, please leave a business card with me.
Copyright © 2009 Altimeter Group49
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