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

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Social Media Marketing-Brazil

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Notes de l'éditeur

  1. Interesting Neilsen study showing Brazil as tops in social media engagement overall.http://blog.nielsen.com/nielsenwire/online_mobile/social-media-accounts-for-22-percent-of-time-online/-86% reach of active social media users….next most active is italy at 78% and the US is down at 74%-Seems to be related to pervasiveness of social network Orkut. By sept of 2005, half of brazil’s internet population had visited orkut.**Also really interest report from TNS Market Research http://www.warc.com/LatestNews/News/Brazil_takes_social_media_lead.news?ID=28138-identifies the average Brazilian having 231 social network friends….while other Latin Americans are around 176 friends. The global average is 120. Why are they so much more social? Not driven by Facebook. 94% of brazilian social networkers have an Orkut account….while 38% are on Twitter and 36% on Facebook.*****However it is worth noting there is conflicting data out there (and slightly newer) suggesting that Facebook is slowly wiping out Orkut. http://searchenginewatch.com/article/2064470/Why-Facebook-is-Wiping-Out-Orkut-in-India-Brazil
  2. http://boeingblogs.com/randy/archives/2011/05/back_when_i_first_started.htmlhttp://boeingblogs.com/randy/about.html
  3. http://www.facebook.com/LOrealParisBrasil?sk=wallL’Oreal Paris Brasil facilitates widespread engagement on the Facebook page through a mix of providing usable interactive content (photos, video, questions), but perhaps more importantly, responding to fan questions/comments in timely manner on an individualized basis.Some of the mix of content generates upwards of 3,000 engagements to particular posts (likes, comments, general feedback), which would represent around 0.5% engagement based on their fanbase. While it doesn’t sound like much, AllFacebook.com did a study on the most engaged facebook pages to find between 1-2.6% engagement as THE MOST engaged pages on all of facebook: http://www.allfacebook.com/15-most-engaged-pages-on-facebook-2011-03 – as such, 0.5% engagement would represent a very high degree of fan engagement.#dialog#support#facebook#cosmetics#brazil
  4. http://www.facebook.com/oralbbrasil?sk=wall&filter=1Oral-B Brasil consistently responds to nearly every single customer inquiry that occurs on the Facebook page. With over 330k fans, this represents a customer-focused strategy. The important message Oral-B is driving home is that every comment, question, concern, song of praise, or just general musing on the Facebook page is attached to a Fan. This fan is a person, a brand advocate, potentially a customer – and their individual attention is warranted. So by simply saying ‘Thank-you’ to a comment, Oral-B is driving forward a very customer-centric message.#dialog#b2c#brazil#facebook
  5. http://twitter.com/#!/BancoCentralBRhttp://bcb.gov.br/The Central Bank of Brazil uses their twitter account to share articles and establish themselves as a primary source of information in the financial sector, but they do not @ reply or engage with their followers directly.
  6. http://www.mediabistro.com/alltwitter/twitter-brazil-portuguese_b9930This is a fascinating article on how Twitter was pushed to update their language capabilities to include brazilianportugeuse, due to overwhelming demand. It claims Brazil second in Twitter users to the US, with the online adult penetration at 23.7%, 3rd overall in Twitter’s most addicted countries. Here is Twitter’s reasoning for enacting this change: “Brazilians have embraced Twitter as a way to keep up what’s happening both locally and globally. When severe flooding hit north of Rio de Janeiro earlier this year, Brazilians used Twitter to organize disaster relief efforts, share details on how to donate money and supplies, and call for medical assistance in affected neighborhoods. In Brazil’s most recent presidential elections, all three candidates (@dilmabr, @silva_marina, @joseserra_) used Twitter to promote their campaigns, interacting directly with supporters and answering their questions. And when one man couldn’t get a customer service response after he purchased a defective refrigerator, he posted his complaint on Twitter, including the name of the store. Other users rallied behind his cause, causing the store’s name to trend for four days — eventually ending with a brand new replacement refrigerator.”And one of the most telling stats….Brazilian standup comedian RafinaBastos was recently named Twitter’s MOST INFLUENTIAL FIGURE: http://www.mediabistro.com/alltwitter/twitter-most-influential_b6244#support#twitter#brazil
  7. Avianca Colombia: http://twitter.com/#!/avianca_comAviancaBrasil: http://twitter.com/#!/sacavianca_brAviancaBrasil 2: http://twitter.com/#!/AviancaBrasilAviancaBrasil on Facebook: http://www.facebook.com/AviancaBrasil?sk=wallAvianca is a Latin American airline (Colombia and Brazil have a strong presence here) with an extremely well-kept and utilized social presence. The Facebook page provides special offers and deals and responds to customer feedback on the wall on an individual basis. It also has some cutting-edge features like allowing for flight booking straight from the facebook page.As for Twitter, all 3 channels are highly active and highly engaged with their customers. They also set expectations extremely well. They’ll let you know in the description what hours they’re available for customer inquiries and support, and what numbers to call in off hours. They respond to individual customer questions and triage/direct inquiries to the appropriate places.#b2c#dialog#support#brazil
  8. http://twitter.com/#!/silva_marinaQuick background: Marina Silva was a Brazilian presidential candidate. Her appeal and reach on Twitter is massive, upwards of 500,000 followers, and sends out Tweets on a daily basis on policy and news, events, and other politically focused content.Support example: This example really takes ‘every vote counts’ to the next level. Essentially, Marina is listing a political roundtable discussion happening and urging participation. Ana, the other person in this conversation is just a native Brazilian with barely any twitter following. She asks Marina when the event is taking place, and without hesitating, Marina provides an answer and additional details. On the following slides Ana will thank Marina for her help and then go on to proclaim something like God Bless!!! (as per google translate)#support#dialog#gov#brazil
  9. Without speaking much Brazilian Portugeuse, this is Ana’s reaction to Marina’s tweets – she’s basically saying Thank you and God Bless!
  10. Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  11. I think the frame stopped here in part 1 of the YouTube series is a powerful message. “Fiat stopped to listen.” It’s step 1 in the objectives (learn) and one that permeates through every aspect of the framework. Fiat set out (with help from the agency AgenciaClick Isobar) in unprecedented fashion to launch the first ever crowdsourced car. Fiat built a forum at http://www.fiatmio.cc/ - really a small social network – that created a workspace for exchange of dialog between Fiat drivers and car designers. Drivers posed and answered questions about features and functions they’d like to see. They told Fiat EXACTLY what they wanted to see via social media. This is the ultimate engagement, and exercise of trust between brand and consumer.More info: http://adage.com/article/global-news/top-social-media-campaigns-brazil-china-hungary/227440/#auto#b2c#innovate#learn#youtube
  12. As you can see from the graphic above, Mio has generated well over 2 million visits to the social forum, almost 45k comments, and nearly 11,000 ideas submitted to the program. Truly an innovative approach at product development.
  13. Define how open well.