Lithium Likes to Loves Tour Dallas

#L2LTour We’re Tweeting! Join

the conversation at Dallas

Building a Brand Nation October 6, 2011

Katy Keim

Chief Marketing Officer, Lithium

@katykeim

breakfast

networking

information

2

context

possibilities

next steps

3

@katykeim #L2LTour

why likes to loves?

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@katykeim #L2LTour

transformation

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@katykeim #L2LTour 6

to

engagement peer support loves superfan

broadcast likes call center fan

@katykeim #L2LTour

reinventing the

telecom company

7

@katykeim #L2LTour

fan

“I acknowledge you”

engaged

“I want something from you”

superfan

“I belong because of you”

advocate

“I act for me and for you”

the change in the customer



@katykeim #L2LTour

Your Brand

Nation

the change in the business

Passionate,

engaged social

customers

who love you,

not like you

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@katykeim #L2LTour

we build brand nations

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vibrant online communities full of passionate, engaged social customers


real thinkers

real customers

real possibilities

real results

16


Peter Kim

Chief Strategy Officer

Archana Shrotriya

Web Support Manager

Christopher Baccus

Executive Director,

Digital & Social Media

#L2LTour We’re Tweeting! Join

the conversation at Dallas

Building a Brand Nation October 6, 2011

Peter Kim

Chief Strategy Officer, Dachis Group

@peterkim

From Likes To Loves - In Social Business Peter Kim Chief Strategy Officer

6 October 2011

® 2011 Dachis Group. Confidential and Proprietary

About Dachis Group.


From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour

We are 200+ professionals worldwide

Austin

London

Portland

New York

Philadelphia

St. Louis

Lincoln

Madrid

Amsterdam

Sydney



We’ve worked with...

Fortune 100



We have delivered 500+ Social Media Solutions


Let’s begin with the end in mind



The goal: create business value




http://communicationnation.blogspot.com/2011/02/connected-company.html






From institutions to individuals







If you had to describe your relationship with work...

Me Work 1

Me Work 2

Me Work 3

Me Work 4

Me W ork 5

M e Wo rk 6

Me Work 7



Self vs. Work

• Do you your employees consider themselves independent agents or team members?

• We all have different levels of thinking about ourselves.



A better culture drives financial performance

Source: Great Place To Work Institute



Create: start with culture








Facebook



Twitter



YouTube



Then: Second Life



Now: “game-ification” e.g. FarmVille, GagaVille



Then: widgets



Now: apps



Then: photosharing



Now: instant awareness



Communicate in new, compelling ways








Fun stuff

KLM #Fly2Miami, March 2011. Source: KLM



Rewarding stuff

Sources: youtube.com, lancome-usa.com



Emotional stuff

Sources: deannaroy.com, Austin-American Statesman, Hyatt

Regency Lost Pines Facebook page






‣ 22 million fans ‣ 150 million monthly post views ‣ 10 million fans interacting monthly ‣ 90 countries ‣ Translated into every major language

























Use the right tools for the right jobs







The goal: create business value

Thank you

+ 1 512-275-7825

[email protected]

http://www.dachisgroup.com

Nerd Network

&

Embracing our customers for

Software Development

Archana Shrotriya Web Support Manager

Lithium Likes to Love Tour

October 6th, 2011

• Long-Term Growth and Profitability

• $873M Revenue in 2010; $253M in Q2

• 6,100+ Employees Worldwide

• Operations in 40+ countries

• Cash and short-term investments of $320M

• “100 Best Companies to Work For”

Net R

even

ue

in M

illion

s

$1000

$500

$0 1977 2010

Low-Cost Modular Measurement and

Control Hardware Productive Software Development Tools Highly Integrated

Systems Platforms

What We Do

We equip engineers and scientists with tools that accelerate productivity, innovation and discovery.

From Kindergarten to Rocket Science

NI Forums

User Engagement

Rewards and Reputation Enthusiasts, Proven Zealots

5 Knights of NI! Favorite hat to wear at

NIWeek

Princess

Sword

Shrubbery from NI

Teddy Bear

(Avatar)

NI Community Facts

• NI first launched support forums around 1999

• Lithium Discussion Forums were implemented in 2004

• More than 250,000 registered users

• The more active a customer is with NI Community the more satisfied and loyal they are to NI.

• LabVIEW Idea Exchange launched in July 2009

• Mobile Optimized Forums launched in July 2011

More active equals more satisfied and loyal

Your OVERALL satisfactionwith National Instruments

Recommend NationalInstruments to a colleague

Purchase the same product(s)or service(s) again from

National Instruments

Purchase new product(s) orservice(s) from National

Instruments

Satisfaction and Loyalty Metrics by NI Community Usage Daily / Weekly Monthly Few Times a Year Never

Not at all

Satisfied /

Likely

Extremely

Satisfied

/ Likely

Source: US/CA Q2 2011 Customer Loyalty Survey

Q. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select)

Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process, products, and

support/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following?

ni.com/ideas

Co-Innovation

Idea Facts: 2,400 ideas submitted (initial goal 500) more than 47,800 votes 9,470 comments on ideas

Idea Exchange Features

Connector Pane Always Visible on Front Panel

Distribute Tools Now Work on Wires

Boolean Function Accepts Error Cluster & Error Constant In Functions Palette

Ignore All Missing SubVI Button

Indication that Constant is Linked to a Type Def & Create Type Def from Block Diagram

ni.com/ideas

Plot Visible Checkbox on Legend

Accelerate your productivity

R&D Welcomes Customer

http://www.youtube.com/watch?v=3rk2jGplcKM

2 Forrester Groundswell Awards (B2B)

2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers

2010 Embracing Category Winner:

Embracing our Customers for Software Development

Questions, Ideas, Comments?

Activating the Advocate Christopher Baccus AT&T Executive Director of Digital & Social Media

83

Advocate noun

1. a person who speaks or writes in support or defense of a person, cause, etc

2. a person who pleads for or in behalf of another

86

87

89

Your advocates don’t care about the platform. They care about the experience, their reputation, and lastly if the brand positively recognizes it.

90

91

Sometimes advocacy is about sharing the community contract with those new to the group

Other times it’s about helping to solve a simple problem.

“Fans” are seeking ways to extend their importance and recognition when they engage with us.

Advocates want to be seen as valuable

92

A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011

A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011

Advocates Want Acknowledgement from Brands

93 A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011

94

1,473% Increase in Self-Identified “Defenders of the Brand”

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Use your sponsorships to enable exclusive access and content for customers

96

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

Thank You Christopher Baccus, [email protected]. @cbaccus Follow us on Facebook.com/ATT and @ATT on Twitter

98

mailto:[email protected]

@katykeim #L2LTour

the must haves in a brand nation

99

▪ engaging

▪ scalable

▪ everywhere

▪ measurable

@katykeim #L2LTour

engaging through interaction styles

10

0

forums

contests

reviews

q&a

ideas

videos

@katykeim #L2LTour

engaging through reputation & recognition

101

@katykeim #L2LTour

scalable through peer to peer

102

@katykeim #L2LTour

scalable through superfans’ influence

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Aandms

Counsellor

Member: 3/2010

2161 Kudos

9,369 Posts

378 Total Tags

KachiWachi Distinguished

Logitech Legend

Member: 5/2006

748 Kudos

45,136 Posts

RealGeorgeW Trusted Contributor

Member: 2/2009

322 Kudos

4,527 Posts

40 Total Tags

@katykeim #L2LTour


104


5


@katykeim #L2LTour

everywhere. where your customers are.

10

6

owned

community sites Facebook

& Twitter

enhancing the

in-Store experience

mobile


7

everywhere. definitely on facebook

@katykeim #L2LTour

measurable insights, engagement and response

108

Sometimes, love is

not enough.

10

9

11

0

Sometimes, love is

not enough.

@katykeim #L2LTour

brand nations grow brand loyalty

11

1

@katykeim #L2LTour

brand nations drive sales

@katykeim #L2LTour

brand nations reduce costs

@katykeim #L2LTour

brand nations accelerate ideas

@katykeim #L2LTour

next steps

11

5

meet customers

and view demos

let’s discuss your

needs and brand

report

3 months free

with a one year

subscription to

LevelUp or SMM

today this month before Dec 1

meet customers

and view demos

let’s discuss your

needs and brand

report

3 months free

with a one year

subscription to

LevelUp or SMM

1 2 3

Lithium Likes to Loves Tour Dallas

Technology

dachis group

l2ltour self

l2ltour weve

social customers

proprietary http

digital social media

social media solutions

business value