Lithium Likes to Loves Tour Orange County

#L2LTourWe’re Tweeting! Join

the conversation atOrange County

Building a Brand NationSeptember 14, 2011

Katy Keim

Chief Marketing Officer, Lithium

@katykeim

breakfast

networking

information

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context

possibilities

next steps

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@katykeim #L2LTour

why likes to loves?

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@katykeim #L2LTour

transformation

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@katykeim #L2LTour 6

to

@katykeim #L2LTour

reinventing the

telecom company

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@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




from

14% of consumers trust

advertisements

advertisements

90% of consumers trust

peer recommendations

peer trust

source: july 2009 nielsen global online consumer survey

to


@katykeim #L2LTour

Your Brand

Nation

the change in the business

Passionate, engag

ed 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

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Michael Brito

SVP, Social Business

Planning

Rebecca Carroll

Community Manager

#L2LTourWe’re Tweeting! Join

the conversation atOrange County

The Growing Influence of the

Social CustomerSep 14, 2011

Michael Brito, SVP Social BusinessEdelman Digital

@Britopian

@katykeim #L2LTour

Customer expectations on the rise

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Cone 2009 Study Cone 2010 Study

59% use Social Media to interact with brands 78% of use Social Media to interact with brands

93% believe a company should have a presence in social

media

37% of users engaging companies or brands via new media at

least once per week

43% of consumers say that companies should use social

networks to solve the consumers' problems

New media expect companies or brands should not only have

a presence in new media (95%) but also interact with their

consumers (89%).

41% believe that companies should use social media tools to

solicit feedback on products and services

@katykeim #L2LTour

A day in the life of the social customer

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▪ The customer journey is

dynamic; and always changes

▪ Brands need to have multiple

customer touch points to break

through the clutter

▪ Customers need to hear things

3 – 5 times before the actually

believe

@katykeim #L2LTour

The social customer & brand experience

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Brand Discovery:Google Search, Word of Mouth

Brand Participation:Fanning, following, liking

Brand Sharing:Easy, habitual, publishing

Brand Advocacy:Creating content, sharing, defending

The Advocate

(e.g. encourage friends to

purchase)

The Opinion Sharer(e.g. post review)

The Participant(e.g. participate in a brand

experience)

The Informed(e.g. research products online)

@katykeim #L2LTour

The new purchase funnel cycle

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▪ The goal of every brand should be to transform the social customer into an advocate

▪ Advocates talk about the brand, even when the brand isn’t listening

▪ Advocates are trusted among their peers and within their micro communities

▪ Advocates are aiding and influencing others down the purchase funnel

@katykeim #L2LTour

Customers seek help when making purchase decisions

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Consumers turn to product/service information and customer reviews, but blogs are

gaining traction. Before deciding whether to purchase, consumers go online to:

@katykeim #L2LTour

The social customer influences others

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Negative information is just as powerful as positive

in influencing consumers’ purchase decisions

@katykeim #L2LTour

Next Steps

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Conversational audit &

determine if you can

add value to the

conversation

Prepare to scale

internally i.e. hiring

community managers,

escalation/moderation

and social media

policies

Establish a

measurement

framework

1 2 3

@katykeim #L2LTour

Michael BritoSocial Business Planning

Edelman Digital

[email protected]

http://www.britopian.com

http://twitter.com/Britopian

Thank you!

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Becky Carroll

Community Program Manager, VerizonAuthor, The Hidden Power of Your Customers: Four Keys to Growing Your

Business Through Existing Customers

@bcarroll7

Lithium Likes to Loves Tour

September 15, 2011

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eVerizon Overview

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Verizon is a global leader in broadband, wireline, and wireless communications.

Verizon Residential has America’s most advanced fiber-optic network.

Entertainment services Converged communications Information services

Diverse workforce of over 196,000

Consolidated revenues in 2010 of over $106 billionSource: Verizon.com

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Social Media is not a campaign.

It is a Relationship.

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eExpanding from Support to Engagement

http://community.verizon.comLaunched: August 2008

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eOpen Innovation:Anyone, anywhere

http://verizon.com/ideasLaunched: July 2010

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Identify new product and service enhancement opportunities

Facilitate customer-driven product/service enhancements or new products/services

Enhance Verizon brand as establishing innovative ways to engage with and serve customers

Objectives

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eExample:FiOS TV FiOS TV is Verizon Residential’s flagship product, providing top-rated, high quality TV viewing via our fiber optic network

Includes our Interactive Media Guide (IMG)

IMG 1.9- New feature release- Wanted to focus on customer requests

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eCollecting Customer Input

Collaboration via social media tools Verizon Forums

Verizon Idea Exchange

Twitter via @FiOSTV

Verizon FiOS Facebook page

Forums Sneak Peek

Collaboration

Refinement

Co-Creation

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eFiOS TV IMG 1.9: A Huge Success With Customers

“Wow. Impressive.”

“Love the new guide!:)”

“Whoohoo. The guide is finally in HD.”

“I IMG 1.9.”

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eVerizon Ideation ProcessLeverages Social Media

We listen to customers

We open our product development process

“85% of our latest release has been suggested, or

refined by our customers.”

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Number of ideas submitted: 1700

Number of ideas in progress: 250

Number of ideas implemented: 31

Since launch…

107% growth in comments

403% growth in votes

555% growth in visitors

Measuring Success

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Support Engagement Insight

Able to self-serve

Look for issues (early detection)

Customer retention

Be affiliated with the brand

Get closer to the Customer

Insight to help take action

Connect with Verizon

A place to be heard

Our Brand Nation

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Call to Action: Start by Listening

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Next Step: Go Deeper

Use tools to listen beyond your own website

Incorporate social media into your strategies

Co-opt your customers

@katykeim #L2LTour

the must haves in a brand nation

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▪ engaging

▪ scalable

▪ everywhere

▪ measurable

@katykeim #L2LTour

engaging through interaction styles

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forums

contests

reviews

q&a

ideas

videos

@katykeim #L2LTour

engaging through reputation & recognition

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@katykeim #L2LTour

scalable through peer to peer

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@katykeim #L2LTour

scalable through superfans’ influence

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Aandms

Counsellor

Member: 3/2010

2161 Kudos

9,369 Posts

378 Total Tags

KachiWachiDistinguished

Logitech Legend

Member: 5/2006

748 Kudos

45,136 Posts

RealGeorgeWTrusted Contributor

Member: 2/2009

322 Kudos

4,527 Posts

40 Total Tags

@katykeim #L2LTour


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@katykeim #L2LTour

everywhere. where your customers are.

48

owned

community sites Facebook

& Twitter

enhancing the

in-Store experience

mobile


everywhere. definitely on facebook

@katykeim #L2LTour

measurable insights, engagement and response

50

Sometimes, love is

not enough.

51

52

Sometimes, love is

not enough.

@katykeim #L2LTour

brand nations grow brand loyalty

53

@katykeim #L2LTour

brand nations drive sales

@katykeim #L2LTour

brand nations reduce costs

@katykeim #L2LTour

brand nations accelerate ideas

@katykeim #L2LTour

next steps

57

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

Technology

Lithium Likes to Loves Tour Orange County