Embed Size (px)
Citation preview
#L2LTour We’re Tweeting! Join
the conversation at Silicon Valley
Building a Brand Nation September 14, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
breakfast
networking
information
3
context
possibilities
next steps
4
@katykeim #L2LTour
why likes to loves?
5
@katykeim #L2LTour
transformation
6
@katykeim #L2LTour 7
to
engagement peer support loves superfan
broadcast likes call center fan
@katykeim #L2LTour
reinventing the
telecom company
8
@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
@katykeim #L2LTour 10
@katykeim #L2LTour 13
@katykeim #L2LTour
Your Brand
Nation
the change in the business
Passionate,
engaged social
customers
who love you,
not like you
14
@katykeim #L2LTour
we build brand nations
15
vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 16
@katykeim #L2LTour 18
Michael Brito
SVP, Social Business
Planning
Franck Ardourel
Sr. Online Marketing
Director
Lois Townsend
Manager, Global Social
Media Strategy
@katykeim #L2LTour 20
#L2LTour We’re Tweeting! Join
the conversation at Orange County
The Growing Influence of the
Social Customer Sep 14, 2011
Michael Brito, SVP Social Business Edelman Digital
@Britopian
@katykeim #L2LTour
Customer expectations on the rise
23
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
24
▪ 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
25
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
26
▪ 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
27
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
28
Negative information is just as powerful as positive
in influencing consumers’ purchase decisions
@katykeim #L2LTour
Next Steps
29
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 Brito Social Business Planning
Edelman Digital
http://www.britopian.com
http://twitter.com/Britopian
Thank you!
30
@katykeim #L2LTour 31
32
Social Engagement Franck Ardourel September 14, 2011
33
GOAL
BE WHERE THE CONVERSATION HAPPENS IN THE ECOSYSTEM
1. Turn social media into e-
COMMERCE platform
2. Develop PULL
MARKETING strategy
3. Build brand
AWARENESS real-time
34
STRATEGY
Smartphones Tablets PCs
1. The way people
consume information
has changed
2. Be LOCAL, MOBILE
and SOCIAL
MONITOR THE CONVERSATION IN THE ECOSYSTEM
24HF.COM
Web properties
35
ENGAGEMENT
Ratings & Reviews Facebook Check-ins
Community / Blogs Yelp Twitter
YouTube
36
SUCCESS
Social
Platforms
Monitoring & Analytics
VALUE CONVERSATION & TURN ECOSYSTEM INTO PROFITS
1. Measure SALES /ROI
generated from social
engagement
2. Evaluate content performance
through COMMUNITY HEALTH
INDEX
3. Assess brand SENTIMENT
through fans interactions and
increase of positive posts
37
Support through Social Media
Likes to Loves September 14, 2011
Lois Townsend
Manager, Strategy and Operations
Global Consumer Support
Hewlett Packard Company
Who is today’s customer? Let’s get to know her
"The era of the passive customer has come and gone. The time of the social customer is
here, and she has a lot to say. She is hyper-connected, creative, and collaborative. She
is connected to her social and professional circles via phone, email, SMS, Facebook,
Twitter, blogs and forums. She is critical of claims made by brands, influenced more by
friends, family and "people like her". She wants to make sure that brands are listening,
and will go to great lengths to make sure they are. The fundamental shift in the
relationship between the traditional customer and companies is driven by the social web;
it is here to stay, and is the biggest shift yet in the history of business. Understanding her
is critical to the success of your business“
- Chess Media Group
40 of xxx
41 of xxx
The Journey
HP Support through Social Media
3-year Roadmap REVOLUTION
H2 FY08 FY09 FY10
•Forums Investigation
•Lithium Platform
•Forums Launch Nov 16, 2008
•Forums Expansion (5)
•HP Ambassador program
•Expert Day events
•Video Feedroom
•Forums Expansion (2)
•Forums Optimization
•Community Enrichment
•Social Media Pilots & Intros
•Capabilities expansion
•Next-gen community engagement
•Social CRM Integration (pan-HP)
FY12 FY13 & beyond... FY11
•Social Media Full
Integration
Forums Introduction &
Launch
Forums Expansion &
Integration Optimization &
Innovation
Full
Integration
Forums Investigation
& Definition Social Media is
Pervasive...
42 of xxx
The Results
Multi-million dollar ROI
Exceeding 4 million Forums visits per month
Approaching 500M Page views milestone
Accepted solutions to date 21,000+
Customer solutions delivered to date 26.5M+
Kudos to date 71,000+
Tweets
10,000 tweets evaluated per month
1,000 tweets sent
Expert days - 20 in total
English, Portuguese, Spanish, French, German, S Chinese, Korean
Hundreds of experts, hundreds of thousands of customers attended
HP Support through Social Media
“This is why I am here. I can tell you I was on
the <xxxx> Community Forum for about 7
years, and the atmosphere there is nothing at
all as it is here. I'm just glad Paul and I
could work together, to resolve the Member's
issue. Paul is a tremendous asset to the
Forum. This only serves to give us resolve to
press on even harder.”
43 of xxx 43
@katykeim #L2LTour
the must haves in a brand nation
45
▪ engaging
▪ scalable
▪ everywhere
▪ measurable
@katykeim #L2LTour
engaging through interaction styles
46
forums
contests
reviews
q&a
ideas
videos
@katykeim #L2LTour
engaging through reputation & recognition
47
@katykeim #L2LTour
scalable through peer to peer
48
@katykeim #L2LTour
scalable through superfans’ influence
49
Aandms
Counsellor
Member: 3/2010
2161 Kudos
9,369 Posts
378 Total Tags
KachiWachi Distinguished
Logitech Legend
Member: 5/2006
748 Kudos
45,136 Posts
RealGeorgeW Trusted Contributor
Member: 2/2009
322 Kudos
4,527 Posts
40 Total Tags
@katykeim #L2LTour
scalable through superfans’ influence
50
@katykeim #L2LTour 51
scalable through superfans’ influence
@katykeim #L2LTour
everywhere. where your customers are.
52
owned
community sites Facebook
enhancing the
in-Store experience
mobile
@katykeim #L2LTour 53
everywhere. definitely on facebook
@katykeim #L2LTour
measurable insights, engagement and response
54
Sometimes, love is
not enough.
55
56
Sometimes, love is
not enough.
@katykeim #L2LTour
brand nations grow brand loyalty
57
@katykeim #L2LTour
brand nations drive sales
@katykeim #L2LTour
brand nations reduce costs
@katykeim #L2LTour
brand nations accelerate ideas
@katykeim #L2LTour
next steps
61
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
