Stitching Marketing Congress: Thriving in Turbulent Times
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Stitching Marketing Conference 2009 presentation on December 5, 2009 in Ghent, Belgium, "Thriving In Turbulent Times With The Help Of Your Friends"
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Stitching Marketing Congress: Thriving in Turbulent Times
- 1. Thriving In Turbulent Times With The Help Of Your Friends Charlene Li Altimeter Group 5 December 2009 Twitter: #SMC2009 For a copy of slides, send an email to slides@altimetergroup.com
- 2. Meet Dave Carroll Source: davecarrollmusic.com
- 4. Success in the groundswell requires Open Leadership 4 Have the confidence to let go and still inspire results When people get what they need from each other
- 6. 6 A culture of sharing
- 7. Open LeadershipHaving the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals. Photo: Kantor, http://www.flickr.com/photos/kantor
- 8. Goals define your strategy
- 9. Always start with Learn
- 10. Learn with monitoring tools
- 11. Asos encourages “tweet-back” 11
- 12. Dialog with your community
- 14. Vodafone UK engages on Facebook 14
- 15. Baby-Olifant.be created a relationship 15
- 16. Engagement scores of 100 brands 16 +18% revenue +15% gross margin growth +5% revenue +3% gross margin growth +10% revenue +1% gross margin growth -6% revenue -11% gross margin growth Source: EngagementDB.com
- 17. Help your members support each other
- 18. Premier Farnell supports engineers and employees with “OurTube” 18
- 19. Providing support via Twitter 19
- 20. Reviews from friends support sales Note: This is a mock-up, not an actual product Source: Razorfish
- 21. Goals define your strategy
- 22. Starbucks encourages ideas 22
- 23. Crowdsourcing new Walkers flavour 23
- 24. Getting started
- 25. #1 Start small, start now Understand audience “Socialgraphics” Set a clear goal
- 26. #2 Understand the benefits of openness “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express 26
- 27. Fans have value only if you do something with them. Buy more Coke Tell others how much they love Coke 4 million fans 27
- 28. Use metrics to manage openness Net Promoter Score How likely are you to recommend this to someone you know? Lifetime Value Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV)
- 29. Making decisions with metrics Find more fans with large networks Encourage fans to make more referrals 29
- 30. #3 Build trust and manage risk The Sandbox Covenant
- 31. #4 Plan to fail well Identify the top 5-10 worst case scenarios. Encourage risk taking and forgive failures. 31
- 32. New rules of open leadership 32
- 33. Thank You Charlene LiAltimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to slides@altimetergroup.com 33 Copyright © 2009 Altimeter Group
Hinweis der Redaktion
- He’s a musician, Canadian from Halifax, and generally, a pretty reasonable and nice guy. After a year, he was fed up. So what does a rational musician do? Write a song about it. And make a video of it.
- http://www.youtube.com/watch?v=5YGc4zOqozoMusician Dave Carroll from Halifax had his guitars damaged on a flight from Halifax to Chicago.United lost control of this situation.
- http://flickr.com/photos/kantor/2279534438/
- http://www.scribd.com/doc/22637781/ASOS-com-Launches-Twitter-Feedback-and-Reviews-Site-asosreviews-com
- 8243 name suggestions41387 registered for updates848K unique visitors to site1.2million visited live birth
- “We don’t have the time, money, or people.”“People will abuse it.”“Our boards/volunteers are short-term focused.”“IT/Legal won’t let us.”What’s stopping you?“I’m afraid of losing control.”