Presentation at Brandworks University 2009 in Madison, Wisconsin by Charlene Li on June 2, 2009.

1. Profile of the Most Active Conversationalists Charlene Li Altimeter Group June 2, 2009 If you would like a copy of the slides, please leave a business card with me.

2. Welcome to the Groundswell Where social technologies enable people to get what they need from each other

3. How well do you know your customer? “ I’ve changed, and you haven’t.” “ We don’t even hang out in the same places anymore.” From Microsoft’s “Bring Back The Love” ad campaign http://bit.ly/thebreakup “ We don’t talk any more.”

4. Who makes up the groundswell?

5. Basic online activity is just a start Source: Pew Internet & American Life Project Tracking surveys (August 2006 to May 2008) Percent of Internet users who report ever doing this activity

6. Social Technographics focuses on participation People can belong to more than one category at a time Represents activities that they use in general , not necessarily with your brand Source: Forrester Research 21% 37% 19% 35% 69% 25%

7. Understanding the Social Technographics of different groups Source: Forrester Research More data is available at groundswell.forrester.com

8. Massachusetts Medical Society’s Social Technographics profile 72 88 125 84 154 50 Vs. US adults =100 Source: Massachusetts Medical Society

9. The 90-10-1 Principle on participation Looks at participation within a single community Use it as a rule of thumb

10. The Engagement Pyramid dives deeper Identifies engagement with a brand or with an audience segment Overlap exists between categories Places the emphasis on the bottom of the pyramid, not the top

12. Engagement spurs conversation

13. Watcher activity can also be mined Google knows what I’m reading, what’s important, and makes recommendations

14. HP actively encourages sharing

15. Why do people share? Source: ShareThis Survey, 2008 Base: People who share by cutting/pasting URL into an email

16. Identify your Power Sharers Sharing segments, by age Source: ShareThis Survey, 2008 Base: US online adults and youth *Power Shares share content at least once a week and with more than 11 people in 1+ channels

17. Sharing is now very easy

18. Make sharing to networks easy Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch

19. Commenters give an opinion

20. Engage producers at scale Walmart has 20 moms blogging/ vlogging for it Use moms to engage moms

21. Curators – who are they?

22. Work with Curators/Editors closely Curators have power because the community (or the community owner) grants it to them

24. 2) Determine the best way to engage Don’t aim for the biggest group, aim for the biggest pain Schwab doesn’t reply directly, but it gets great data on issues/concerns Highlights Watcher activity

25. 3) Have a strategy in place What will you do? What won’t you do?

26. Questions?

27. Five Success Strategies For Tapping Into Conversations And Transforming Your Company’s Marketing Charlene Li Altimeter Group June 2, 2009 To get a copy of the slides, please email me or give me a business card afterwards

28. What marketing often looks like today

29. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies

30. Five strategies, but start with Learn

31. Learn with monitoring tools

32. How Oracle encouraged feedback

34. Driving sales with dialog

35. What’s different? Roadblocks to sales are quickly identified

36. At Southwest, a planner talks Post has received 98 comments over 10 days In the future, everyone is a marketer

37. Coca-Cola spreads conversations through its fans

38. Customer support by customers

39. Cable problems? Who do you call?

40. Starbucks innovates across the organization

41. How to transform your marketing

43. #1 Get the right people on the bus

44. Find your revolutionaries Lionel Menchaca Dell Ed Terpening Wells Fargo Paula Drum H&R Block

45. Have a plan to deal with different social media mindsets Find the “moments of faith” and “moments of crisis” for each mindset

46. #2 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals

47. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions Awareness Faster, more sales Spread # of referrals # of re-tweets Awareness Reach new audiences Help # of issues addressed Customer satisfaction Innovate # of implemented ideas Faster, better development

48. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value

49. #3) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor

50. Conversations will change your org New forms of leadership will be needed

51. An essential tool to have

52. Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli If you would like a copy of the slides, please leave a business card with me. Copyright © 2009 Altimeter Group