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#getreal10
#getreal10 @katykeim
#getreal10 @katykeim
#getreal10 @katykeim
#getreal10 @katykeim
#getreal10
‘All you vendors come through my door, and it sounds amazing. But it’s pretty tough to tell what’s real.’
CMO, Fortune 500 Company
A Confession
@katykeim
#getreal10
It’s Hard For Us Too
We have 80,000 fans on Facebook, 25,000 on Twitter and a blog.
We have a strategy.
@katykeim
#getreal10
Real or Fake?
hi, I’m really disappointed about this <blank> laptop, I used it to play games, works very slow, sometimes shuts down, so never want to get <blank> again.
@katykeim
#getreal10
Real or Fake?
Said it before, saying it again <blank> ur online system SUCKS. US Bank urs is pretty fine
@katykeim
#getreal10
Real or Fake?
I recommend <blank>, that’s where I found my car
@katykeim
#getreal10
Tapping the Conversation & Getting ResultsReal Results with Social Customers
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
#getreal10
A mobile / cellular provider builds a completely new business with just over a dozen people, embracing its passionate user community and passing the savings back to the subscribers
Let’s Get Real
@katykeim
#getreal10
giffgaff
@katykeim
#getreal10
Let’s Get Real
A Fortune 100 can transform its business to engage customers in all social channels, saving the company millions and blow customer loyalty through the roof
@katykeim
#getreal10
Hewlett Packard
$10M saved in call deflection
Positive sentiment ▲ by 300%
Negative sentiment ▼ by 50%
300% increase in search engine placement for top keywords
@katykeim
#getreal10
Let’s Get Real
A global communications leader can keep track of millions of relevant conversations, viewpoints & discussions across the social web
@katykeim
#getreal10
Motorola
@katykeim
#getreal10
What is Success?
Measurable Results
Lasting Value
Deep Engagement
@katykeim
#getreal10
Who is Ant’s Eye View?
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Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations.
#getreal10
My Light Bulb Moment
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#getreal10
Conversation = The Experience Economy
The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower.
To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time.
Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources.
To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise.
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#getreal10
The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower.
To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time.
Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources.
To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise.
Conversation = The Experience Economy
Features & Price
Employee Expectations
Influence Model Changes
Win on Relationships
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#getreal10
The Journey to an Engaged Enterprise
• Empowered team with a proven leader
• Focusing the channels, clear purpose and strategy.
• Listening yields implications, but crisis causes confusion
• Focused effort on training and education
• Baseline framework for metrics
• Tools consolidation• Initial executive
engagement
Operationalized
Stage 3
• Mavericks break through, but still no formal teams in place
• Lots of dabbling in social channels
• Monitoring conversations in silos
• Uneven distribution of competency in social
• Silo’d metrics measuring silo’d activities
• Fractured tools, but proliferating
• Barely on executive radar
Dabbling In Silos
Stage 2
• Functions are silo’d and disconnected
• Marketing only through traditional channels
• Ambivalent to online conversations about the brand
• Little knowledge and no competency around social
• Traditional measures of success (SAT, Impressions, etc.)
• Social not on executive radar
Traditional
Stage 1• Central team still
exists, but more work pushed to Business Units
• Channels yielding impactful results
• Listening yields action (internal and external)
• Employees engaged, confident and competent
• Rigor in dashboards is moving executive numbers
• Systems and tools are optimized
• Execs are bought in and support implementations
Real Results
Stage 4
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#getreal10
The Destination: The Fully Engaged Enterprise
Stage 5: The Fully Engaged Enterprise
• Customer engagement fully distributed across enterprise
• Breakthrough business results: revenue and loyalty
• Entire employee base has 360 view of the customer, can anticipate needs
• Customer engagement in DNA• Dashboards tie to core
business metrics• Ideal mix of brand advocates
(breadth and depth)• Senior executives are leading
with customer engagement
• Speed products and services to market, with built-in demand
• Know where, when, and how customers will buy, how to best support them, and whether or not they will advocate for you.
• Manage risk and fiduciary responsibilities better, despite the uncertain times
• Differentiate on relationship – not price
• Get and retain the best talent• Have more efficient research,
development, marketing and support operations
• Change your customer’s lives and lifestyles
Business Outcomes Organizational Impact
Advocacy Scales:
• “I trust you”• “I recommend you”• “I feel valued and heard”• “You anticipate my
needs”• “You get me”• “You don’t make me
guess”• “I would never buy a
competitor’s products”• “My life/family/hobby is
better because of you”
Customer Evidence
Deep Customer Insight + Empowered & Engaged Employee Base
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#getreal10
Self Assessment - Example
Category Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Strategy & Planning
Business Operations
Risk Mitigation
Executive Support
Resource Management
Marketing Channels
Conversation Monitoring
Feedback/Innovation
Employee Competency
Systems/Tools
Measurement
Customer Support
Advocate Engagement
Customer Insight
Assessment: Company is currently in Stage 2. Some executive support and internal excitement, but engagement activities are fractured. No centralized team, strategy and measurement makes it tough to completely align and move forward to Stage 3.
Recommended Initiatives:• Org Design and Implementation• Employee Training and Education• Measurement Framework• Participatory Marketing Strategy
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#getreal10
How do you become an Engaged Enterprise?
Define a strategy and roadmap with clear business objectives
Bridge Service is Marketing gap
Define channels for customer engagement, by task
Set audience expectations on when and how you will engage
Build a culture of operational discipline & employee empowerment
Focus on depth vs. breadth – fewer things done deeply
Focus on “engagement points” vs. “touch points”
Find, Thank and Engage your advocates – systematically
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#getreal10
Lithium 2010
Thank you!
Sean O’Driscoll
www.antseyeview.com
425-443-7064
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#getreal10
Fast Tracking JUNOS UsersWOM with Community Users
Todd Shimizu
Director, Developer Relations
Juniper Networks
#getreal10
Flashback: June 2009
Goal: Increased uptake of Junos Software
How: Certify The World
Measure: 14,000 new Junos certifications in ‘09
So how were we doing?
3,600 (26% of Goal) Translation = Not Good
Weekly run rate: ~125Needed run rate: ~400
#getreal10
So what did we do?
Back to marketing campaign basics Audience: get personal Offer: 100% off exam & study guides Vehicle: traditional eDM, but…
What was missing? Power & velocity of our own social web
http://forums.juniper.net/t5/J-Net-News/Groundswell-Awards-2009-Juniper-Networks/ba-p/25364
The Plan: fully integrated program re-launch July 21, 2009
Free OfferNew Portal
eDMMedia Twitter
J-Net CommunityDigg
LinkedIn Ads
Career SitesYouTube
WWW
#getreal10
Real Results: End of 2009
So how did we do?
47,000 (>300% of Goal)
Translation = Weekly run rate: >2000
#getreal10
#getreal10
The Most Recognized Brands Depend on Us
#getreal10
Social Needs to Deliver on Multiple Levels
Consumer Insights
Skills & Know How
Full-service
Consumer web experience
Authentic, real-time response
The Marketer
The Company
The Customer
Business Solutions
Analytics
Benchmarking
#getreal10
One set of customer insights
Communityhosted by you
How Lithium Can Help
Conversationson the social web
@katykeim
#getreal10
#getreal10
Self Assessment - Example
Category Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Strategy & Planning
Business Operations
Risk Mitigation
Executive Support
Resource Management
Marketing Channels
Conversation Monitoring
Feedback/Innovation
Employee Competency
Systems/Tools
Measurement
Customer Support
Advocate Engagement
Customer Insight
Assessment:
What Stage is our company in?
Recommended Initiatives:
What key initiatives are needed to advance?
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