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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"

  • 1. 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]

2. Meet Dave Carroll
3. 4. Success in the groundswell requires Open Leadership
Have the confidence to let go and still inspire results
When people get what they need from each other
5. Its about relationships
6. 6
A culture of sharing
7. Open LeadershipHaving the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals.
Photo: Kantor,
8. Goals define your strategy
9. Always start with Learn
10. Learn with monitoring tools
11. Asos encourages tweet-back
12. Dialog with your community
13. The Engagement Pyramid
14. Vodafone UK engages on Facebook
15. created a relationship
16. Engagement scores of 100 brands
+18% revenue
+15% gross margin
+5% revenue
+3% gross margin
+10% revenue
+1% gross margin growth
-6% revenue
-11% gross margin growth
17. Help your members support each other
18. Premier Farnell supports engineers and employees with OurTube
19. Providing support via Twitter
20. Reviews from friends support sales
Note: This is a mock-up, not an actual product
Source: Razorfish
21. Goals define your strategy
22. Starbucks encourages ideas
23. Crowdsourcing new Walkers flavour
24. Getting started
25. #1 Start small, start now
Understand audience Socialgraphics
Set a clear goal
26. #2 Understand the benefits of openness
We tend to overvalue the things we can measure, and undervalue the things we cannot.
- John Hayes, CMO of American Express
27. Fans have value only if youdo something with them.
Buy more Coke
Tell others how much they love Coke
4 million fans
28. Use metrics to manage openness
Net Promoter Score
How likely are you to recommend this to someone you know?
Lifetime Value
Lifetime revenue
Cost of acquisition
Cost of retention
Customer referral value (CRV)
29. Making decisions with metrics
Find more fans with large networks
Encourage fans to make more referrals
30. #3 Build trust and manage risk
The Sandbox Covenant
31. #4 Plan to fail well
Identify the top 5-10 worst case scenarios.
Encourage risk taking and forgive failures.
32. New rules of open leadership
33. Thank You
Charlene LiAltimeter Group
[email protected]
Twitter: @charleneli
For slides, send an email to
[email protected]
Copyright 2009 Altimeter Group