Thriving In Turbulent Times With The Help Of Your Friends Charlene Li Altimeter Group 5 December 2009 Twitter: #SMC2009 For a copy of slides, send an email to [email protected]
Stitching Marketing Congress: Thriving in Turbulent Times
Jan 15, 2015
Stitching Marketing Conference 2009 presentation on December 5, 2009 in Ghent, Belgium, "Thriving In Turbulent Times With The Help Of Your Friends"
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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 [email protected]
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
Twitter: @charleneli
For slides, send an email [email protected]
Copyright © 2009 Altimeter Group33
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