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Creating Winning Social Media Strategies<br />Charlene Li<br />Altimeter Group<br />Twitter: @charleneli<br />Email: charl...
2<br />
OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
4<br />© 2011 Altimeter Group<br />
5<br />© 2011 Altimeter Group<br />
6<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
10<br />Four goals define your Open Strategy<br />
Track brand mentions with basic tools<br />11<br />What would happen if every employee could learn from customers?<br />
Shoppers want to be “known”<br />12<br />I walk into the store<br />Store knows it’s me<br />Give me offers<br />And plans...
Engagement Pyramid<br />13<br />
Engagement Pyramid Data<br />14<br />Source: Global Wave Index Wave 2, Trendstream.net, January 2010<br />
People in B2B use social media for work<br />15<br />Source: 2009 Business.com Business Social Media Benchmarking Study(n=...
Define Your Strategy With Goals<br />16<br />
Conversations, not messages<br />Human, not corporate<br />Continuous, not episodic<br />The New Normal<br />17<br />
Boeing uses blogs to engage<br />18<br />
And then tweets to amplify<br />19<br />
L’Oreal Paris Brasil facilitates engagement with individual attention<br />20<br />
21<br />Oral-B Brasil follows L’Oreal’s lead…<br />
The Central Bank of Brazil shares articles on twitter<br />22<br />
Kohl’s engages directly with customers<br />23<br />
24<br />Also encourage dialog inside the company<br />
Define Your Strategy With Goals<br />25<br />
How DellOutlet drives sales with Support<br />26<br />
Solarwinds’ community is strategic<br />27<br />
Premier Farnell supports engineers with community, and employees with “OurTube”<br />28<br />
Twitter must adjust to account for Brazil’s explosive growth<br />29<br />
Avianca takes an integrated approach at improving the customer experience<br />30<br />
Brazilian politicians provide campaign support via Twitter<br />31<br />
Brazilian politicians provide campaign support via Twitter<br />32<br />
Define Your Strategy With Goals<br />33<br />
Starbucks involves 50 people around the organization in innovation<br />Over 100 ideas have been implemented<br />
P&G goes outside for innovation<br />35<br />P&G made outside-in innovation a priority<br />
P&G developed technology from diaper research<br />Reached out to competitor Clorox to form a new joint venture<br />Helpe...
Fiat Mio, the world’s first crowdsourced car<br />37<br />
Mio by the numbers<br />38<br />
ModCloth has customers merchandise new products<br />39<br />
STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
STRATEGY<br />ORGANIZATION	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
Leaderships means having followers<br />42<br />“Leadership is a relationship between those who aspire to lead and those w...
Open Leadership<br />43<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring...
Traits of Open Leaders<br />44<br />Authenticity<br />Transparency<br />
Transparency as an imperative<br />45<br />
How Best Buy created Open Leaders<br />46<br />© 2011 Altimeter Group<br />
Barry’s first post<br />47<br />
Retailer Best Buy has 2,500 employees providing support via Twitter<br />48<br />
Open Leadership<br />49<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring...
Developing Open Leaders<br />© 2010 Altimeter Group<br />
“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowle...
STRATEGY<br />ORGANIZATION	<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
#1 Align social with key Strategic Goals<br />54<br />Examine your 2011 & 2012 goals<br />Pick ones where social will have...
#2 Create a Culture of Sharing<br />55<br />
Blogs establish thought leadership<br />56<br />CEO Richard Edelman has been blogging consistently since September 2004.<b...
#3 Discipline is Needed to Succeed<br />57<br />Take reasonable action to fix issue and let customer know action taken<br ...
No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />#4 Master the Art of Failure<br />58<br />©...
59<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an em...
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Speech by Charlene Li at HSM Business Forum and at TV1 on September 28, 2011 in Sao Paolo, Brazil.

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Social Media Marketing-Brazil

  1. Creating Winning Social Media Strategies<br />Charlene Li<br />Altimeter Group<br />Twitter: @charleneli<br />Email: charlene@altimetergroup.com<br />1<br />
  2. 2<br />
  3. OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
  4. 4<br />© 2011 Altimeter Group<br />
  5. 5<br />© 2011 Altimeter Group<br />
  6. 6<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
  7. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
  8. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  9. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  10. 10<br />Four goals define your Open Strategy<br />
  11. Track brand mentions with basic tools<br />11<br />What would happen if every employee could learn from customers?<br />
  12. Shoppers want to be “known”<br />12<br />I walk into the store<br />Store knows it’s me<br />Give me offers<br />And plans my visit<br />
  13. Engagement Pyramid<br />13<br />
  14. Engagement Pyramid Data<br />14<br />Source: Global Wave Index Wave 2, Trendstream.net, January 2010<br />
  15. People in B2B use social media for work<br />15<br />Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393) <br />
  16. Define Your Strategy With Goals<br />16<br />
  17. Conversations, not messages<br />Human, not corporate<br />Continuous, not episodic<br />The New Normal<br />17<br />
  18. Boeing uses blogs to engage<br />18<br />
  19. And then tweets to amplify<br />19<br />
  20. L’Oreal Paris Brasil facilitates engagement with individual attention<br />20<br />
  21. 21<br />Oral-B Brasil follows L’Oreal’s lead…<br />
  22. The Central Bank of Brazil shares articles on twitter<br />22<br />
  23. Kohl’s engages directly with customers<br />23<br />
  24. 24<br />Also encourage dialog inside the company<br />
  25. Define Your Strategy With Goals<br />25<br />
  26. How DellOutlet drives sales with Support<br />26<br />
  27. Solarwinds’ community is strategic<br />27<br />
  28. Premier Farnell supports engineers with community, and employees with “OurTube”<br />28<br />
  29. Twitter must adjust to account for Brazil’s explosive growth<br />29<br />
  30. Avianca takes an integrated approach at improving the customer experience<br />30<br />
  31. Brazilian politicians provide campaign support via Twitter<br />31<br />
  32. Brazilian politicians provide campaign support via Twitter<br />32<br />
  33. Define Your Strategy With Goals<br />33<br />
  34. Starbucks involves 50 people around the organization in innovation<br />Over 100 ideas have been implemented<br />
  35. P&G goes outside for innovation<br />35<br />P&G made outside-in innovation a priority<br />
  36. P&G developed technology from diaper research<br />Reached out to competitor Clorox to form a new joint venture<br />Helped Glad become Clorox’s second largest brand<br />Success story: Glad Press’n Seal<br />36<br />
  37. Fiat Mio, the world’s first crowdsourced car<br />37<br />
  38. Mio by the numbers<br />38<br />
  39. ModCloth has customers merchandise new products<br />39<br />
  40. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  41. STRATEGY<br />ORGANIZATION <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  42. Leaderships means having followers<br />42<br />“Leadership is a relationship between those who aspire to lead and those who choose to follow.”<br />- From “The Leadership Challenge”<br />
  43. Open Leadership<br />43<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />© 2011 Altimeter Group<br />
  44. Traits of Open Leaders<br />44<br />Authenticity<br />Transparency<br />
  45. Transparency as an imperative<br />45<br />
  46. How Best Buy created Open Leaders<br />46<br />© 2011 Altimeter Group<br />
  47. Barry’s first post<br />47<br />
  48. Retailer Best Buy has 2,500 employees providing support via Twitter<br />48<br />
  49. Open Leadership<br />49<br />Having the confidence and humility to give up the need to be in control,<br />while inspiring commitment from people to accomplish goals<br />Openness audit at http://bit.ly/opennessaudit<br />© 2011 Altimeter Group<br />
  50. Developing Open Leaders<br />© 2010 Altimeter Group<br />
  51. “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.”<br /> - Marc Benioff, CEO of Salesforce.com<br />© 2010 Altimeter Group<br />
  52. STRATEGY<br />ORGANIZATION <br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  53. STRATEGY<br />ORGANIZATION<br />PREPAREDNESS<br />© 2011 Altimeter Group<br />
  54. #1 Align social with key Strategic Goals<br />54<br />Examine your 2011 & 2012 goals<br />Pick ones where social will have an impact <br />Start small, but now<br />
  55. #2 Create a Culture of Sharing<br />55<br />
  56. Blogs establish thought leadership<br />56<br />CEO Richard Edelman has been blogging consistently since September 2004.<br />
  57. #3 Discipline is Needed to Succeed<br />57<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Adapted from US Air Force Comment Policy<br />Let post stand and monitor.<br />© 2011 Altimeter Group<br />
  58. No relationships are perfect<br />Google’s mantra:“Fail fast, fail smart”<br />#4 Master the Art of Failure<br />58<br />© 2011 Altimeter Group<br />
  59. 59<br />Create <br />Sandbox <br />Covenants<br />© 2011 Altimeter Group<br />
  60. It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
  61. Charlene Li<br />charlene@altimetergroup.com<br />charleneli.com/blog<br />Twitter: charleneli<br />For slides, send an email to slides@altimetergroup.com<br />For more information & to buy the book<br />visit open-leadership.com<br />© 2011 Altimeter Group<br />
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Speech by Charlene Li at HSM Business Forum and at TV1 on September 28, 2011 in Sao Paolo, Brazil.

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