Stitching Marketing Congress: Thriving in Turbulent Times

Thriving In Turbulent Times With The Help Of Your Friends

Charlene LiAltimeter Group5 December 2009

Twitter: #SMC2009

For a copy of slides, send an email to slides@altimetergroup.com

Meet Dave Carroll

Source: davecarrollmusic.com

Success in the groundswell requires Open Leadership

4

When people get what they

need from each other

Have the confidence to let

go and still inspire results

It’s about relationships

6A culture of sharing

Open Leadership

Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals.

Photo: Kantor, http://www.flickr.com/photos/kantor

Goals define your strategy

Learn

Dialog

Support

Innovate

Always start with Learn

Learn

Dialog

Support

Innovate

Learn with monitoring tools

11

Asos encourages “tweet-back”

Dialog with your community

Learn

Dialog

Support

Innovate

Curators

Producers

Commenters

Sharers

Watchers

The Engagement Pyramid

14

Vodafone UK engages on Facebook

15

Baby-Olifant.be created a relationship

16

Engagement scores of 100 brands

+18% revenue+15% gross margin

growth

-6% revenue-11% gross margin

growth

+10% revenue+1% gross margin

growth

+5% revenue+3% gross margin

growth

Source: EngagementDB.com

Help your members support each other

Learn

Dialog

Support

Innovate

18

Premier Farnell supports engineers and employees with “OurTube”

19

Providing support via Twitter

Reviews from friends support sales

Source: RazorfishNote: This is a mock-up, not an actual product

Goals define your strategy

Learn

Dialog

Support

Innovate

22

Starbucks encourages ideas

Crowdsourcing new Walkers flavour

23

Getting started

Understand audience “Socialgraphics”

#1 Start small, start now

Set a clear goal

#2 Understand the benefits of openness

26

“We tend to overvalue the things we can measure, and undervalue the things we cannot.”

- John Hayes, CMO of American Express

Fans have value only if you do something with them.

274 million fans

Buy more CokeTell others how much they

love Coke

Use metrics to manage openness

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

Making decisions with metrics

29

Fans

Large network

Refers

Doesn’t refer

Small network

Refers

Doesn’t refer

Find more fans with large networks

Encourage fans to make more referrals

The Sandbox Covenant

#3 Build trust and manage risk

#4 Plan to fail well

31

Identify the top 5-10 worst case scenarios.

Encourage risk taking and forgive failures.

New rules of open leadership

32

Respect that your customers and employees have power

Embody sharing to build trust

Nurture curiosity and humility

Hold openness accountable

Forgive failure

Thank You

Charlene LiAltimeter Group

charlene@altimetergroup.comblog.altimetergroup.com

Twitter: @charleneli

For slides, send an email toslides@altimetergroup.com

Copyright © 2009 Altimeter Group33