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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?
Yet another thing I LOVE about <blank>... they always offer me my 4pm checkout at the time I arrive
@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
What is Success?
Measurable Results
Lasting Value
Deep Engagement
@katykeim
#getreal10
Getting to the Engaged Enterprise
Sean O’Driscoll
CEO, Ant’s Eye [email protected]
@seanodmvp
#getreal10
Who is Ant’s Eye View?
18
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.
@seanodmvp
#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.
@seanodmvp
#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
@seanodmvp
#getreal10
The Journey to an Engaged Enterprise
• 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
Stage 1
Unaware
• 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
Stage 2
Experimentation
• Centralized team with an empowered 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
Stage 3
Operationalized
• 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
Stage 4
Integrated
@seanodmvp
#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
23
Deep Customer Insight + Empowered & Engaged Employee Base
@seanodmvp
#getreal10
Self Assessment - Example
Category Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Org Ownership
Org Alignment
Executive Support
Resources
Expectations
Marketing Mix
Listening
Feedback/Innovation
Employee Readiness
Cross-Functional Interaction
Systems/Tools
Metrics
Engagement
Assessment: < > is currently in Stage 1. 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 2.
Recommended Initiatives:• Org Design and Implementation• Employee Training and Education• Measurement Framework• Participatory Marketing Strategy
24
@seanodmvp
#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
@seanodmvp
#getreal10
Lithium 2010
Thank you!
Sean O’Driscoll
www.antseyeview.com
425-443-7064
@seanodmvp
#getreal10
Our Path to Social SuccessReal Results with Superusers
Barry Paperno
Consumer Affairs ManagerFICO
#getreal10
Our Path to Social Success
Real results
Building the social strategy
Overcoming obstacles
#getreal10
Why an Online Community?
* FICO score explanations* Prohibits credit advice for sales
Call deflection
Specific business goals
Regulatory compliance
Drive usage with UGC
#getreal10
How Community Helps
* Via peer to peer info & sharing personal experiences
Call deflection
Regulatory compliance
Drive usage with UGC
* Via user generated content & loyal customer participation
* Engage superusers as community leaders & volunteer moderators
#getreal10
Navigating the Way
Internal concerns against Community* Public disclosure of proprietary information* Credit repair discussions promoting illegal activity* Publication of inaccuracies* Negative comments toward FICO & top clients
#getreal10
Overcoming Objections
Develop strong guidelines & tone* Legal - strict credit repair forum requirements* Score development - apply same proprietary boundaries as customer service agent training* Product management – high visibility of product issues helps resource justification
#getreal10
The Results Show
Community Conversion = 8% of sales
Members spend 41% more
Call Deflection = 8%
Community URLS = 39% of inbound trafficROI = 380%
#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
