brandworks 2009: social media profiles & strategies

Profile of the Most Active Conversationalists

Charlene LiAltimeter GroupJune 2, 2009

If you would like a copy of the slides, please leave a business card with me.

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Welcome to the Groundswell

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Where social technologies enable people to get what they need from each other

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How well do you know your customer?

“I’ve changed, and you haven’t.”“I’ve changed, and you haven’t.”

“We don’t even hang out in the same places anymore.”

“We don’t even hang out in the same places anymore.”

From Microsoft’s “Bring Back The Love” ad

campaignhttp://bit.ly/thebreakup

“We don’t talk any more.”“We don’t talk any more.”

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Who makes up the groundswell?

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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

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Social Technographics focuses on participation

People can belong to more than one category at a time

People can belong to more than one category at a timeRepresents activities that they use in general, not necessarily with your brand

Represents activities that they use in general, not necessarily with your brand

21%

37%

19%

35%

69%

25%

Source: Forrester Research

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Understanding the Social Technographics of different groups

Source: Forrester Research

More data is available at groundswell.forrester.com

More data is available at groundswell.forrester.com

Massachusetts Medical Society’s Social Technographics profile

22%

74%

21%

15%

22%

13%

0% 20% 40% 60% 80% 100%

Inactives

Spectators

Joiners

Collectors

Critics

Creators 72

88

125

84

154

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Vs. US adults=100

Source: Massachusetts Medical Society

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The 90-10-1 Principle on participation

Looks at participation within a single community

Looks at participation within a single community

Use it as a rule of thumbUse it as a rule of thumb

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The Engagement Pyramid dives deeper

Identifies engagement with a brand or with an audience segment

Identifies engagement with a brand or with an audience segment

Overlap exists between categoriesOverlap exists between categories

Places the emphasis on the bottom of the pyramid, not the top

Places the emphasis on the bottom of the pyramid, not the top

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Conversations start at the bottom

Source: Universal McCann Social Media Tracker Wave 3, March 2008*Source: Wiki data from Wetpaint, forum data from Lithium Technologies**Source: Pew Internet & American Life Project Tracking surveys

• Share online video – 37%• Update profile – 35%• Upload photos – 23%

• Share online video – 37%• Update profile – 35%• Upload photos – 23%

• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%

• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%

• Edit a wiki – <1%*• Moderate a forum – <1% • Edit a wiki – <1%*• Moderate a forum – <1%

• Write in a blog – 21% • Upload a video – 18%• Write in a blog – 21% • Upload a video – 18%

• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**

• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**

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Engagement spurs conversation

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Watcher activity can also be mined

Google knows what I’m reading, what’s important, and makes recommendations

Google knows what I’m reading, what’s important, and makes recommendations

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HP actively encourages sharing

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Why do people share?

Source: ShareThis Survey, 2008Base: People who share by cutting/pasting URL into an email

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Identify your Power SharersSharing segments, by age

Source: ShareThis Survey, 2008Base: US online adults and youth

*Power Shares share content at least once a week and with more than 11 people in 1+ channels

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Sharing is now very easy

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Make sharing to networks easy

Publish reviews from CitySearch to Facebook

Publish reviews from CitySearch to Facebook

Both CitySearch and Facebook get behavior and sharing data

Both CitySearch and Facebook get behavior and sharing data

Bring friends to CitySearchBring friends to CitySearch

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Commenters give an opinion

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Engage producers at scale

Walmart has 20 moms blogging/ vlogging for it

Walmart has 20 moms blogging/ vlogging for it

Use moms to engage momsUse moms to engage moms

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Curators – who are they?

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Work with Curators/Editors closely

Curators have power because the community (or the community owner) grants it to them

Curators have power because the community (or the community owner) grants it to them

1) Figure out the engagement profile of your audience•Decide on your target audience and

observe/monitor them▫Where do they interact – or not interact?

▫What topics galvanize them? What do they share?

▫What is the sentiment they exhibit?

•Use surveys to classify their engagement▫With you, on your site – as well as other sites

▫With each other about you

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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

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Highlights Watcher activity

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3) Have a strategy in place

What will you do?

What won’t you do?

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Questions?

Five Success Strategies For Tapping Into Conversations And Transforming Your Company’s Marketing

Charlene LiAltimeter GroupJune 2, 2009

To get a copy of the slides, please email meor give me a business card afterwards

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What marketing often looks like today

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What kind of relationship do you want?

Transactional

OccasionalImpersonalShort-term

Transactional

OccasionalImpersonalShort-term

Passionate

ConstantIntimate

Loyal

Passionate

ConstantIntimate

Loyal

Focus on relationships, not technologies

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Five strategies, but start with Learn

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Learn with monitoring tools

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How Oracle encouraged feedback

How to learn better

•Determine where fast, flexible learning is most needed to support business goals

•Figure out who you need to listen to, and where they are

•Find out who is best at listening to that audience▫Hint: It’s probably not Market Research

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Driving sales with dialog

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What’s different? Roadblocks to sales are quickly identified

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At Southwest, a planner talks

Post has received 98 comments over 10 days

Post has received 98 comments over 10 days

In the future, everyone is a marketer

In the future, everyone is a marketer

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Coca-Cola spreads conversations through its fans

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Customer support by customers

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Cable problems? Who do you call?

Starbucks innovates across the organization

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How to transform your marketing

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Social pressures traditional orgs

Task Strategy ChangesMarket research Learn • Monitor conversations

• All employees listen & learn

Marketing/Sales Dialog • Any employee can converse• Bridge the consideration gap

Marketing Spread • Customers sell you• Finding dialogs that resonate

Customer support

Help • Proactively seek out problems• Enable customers to help

Product development

Innovate • Seek ideas from customers• Broaden employees involved

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#1 Get the right people on the bus

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Find your revolutionaries

Lionel MenchacaDell

Ed TerpeningWells Fargo

Paula DrumH&R Block

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Have a plan to deal with different social media mindsets

Find the “moments of faith” and “moments of crisis” for each

mindset

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#2 Measure the right things

Your goals determine your metrics

Your goals determine your metrics

Use the same metrics as your marketing goals

Use the same metrics as your marketing goals

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Example “micro” metrics

Goal Metric Value

Learn # of customer feedback

Impact of faster, better insights

Dialog # of people reached # of interactions

AwarenessFaster, more sales

Spread # of referrals# of re-tweets

AwarenessReach new audiences

Help # of issues addressed

Customer satisfaction

Innovate # of implemented ideas

Faster, better development

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Higher order metrics to consider

How likely are you to recommend this to someone you know?

Net Promoter Score

Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)

Lifetime Value

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#3) Embrace the loss of control

49Photo: Kantor, http://www.flickr.com/photos/kantor

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Conversations will change your org

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New forms of leadership will be needed

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An essential tool to have

Thank You

Charlene LiAltimeter Group

charlene@altimetergroup.comblog.altimetergroup.com

Twitter: @charleneli

If you would like a copy of the slides, please leave a business card with me.

Copyright © 2009 Altimeter Group52