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

2

context

possibilities

next steps

3

@katykeim #L2LTour

why likes to loves?

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@katykeim #L2LTour

transformation

5

@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

@katykeim #L2LTour 9

@katykeim #L2LTour 10

@katykeim #L2LTour 11

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 12

@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

14

vibrant online communities full of passionate, engaged social customers

@katykeim #L2LTour 15

real thinkers

real customers

real possibilities

real results

16

@katykeim #L2LTour 17

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

19

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

25

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

Michael.Brito@edelman.com

http://www.britopian.com

http://twitter.com/Britopian

Thank you!

26

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

Ide

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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

41

▪ engaging

▪ scalable

▪ everywhere

▪ measurable

@katykeim #L2LTour

engaging through interaction styles

42

forums

contests

reviews

q&a

ideas

videos

@katykeim #L2LTour

engaging through reputation & recognition

43

@katykeim #L2LTour

scalable through peer to peer

44

@katykeim #L2LTour

scalable through superfans’ influence

45

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

scalable through superfans’ influence

46

@katykeim #L2LTour 47

scalable through superfans’ influence

@katykeim #L2LTour

everywhere. where your customers are.

48

owned

community sites Facebook

& Twitter

enhancing the

in-Store experience

mobile

@katykeim #L2LTour 49

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