how to spark a conversation revolution - and keep your job
TRANSCRIPT
How To Spark A Conversation Revolution — AND Save Your Job
Charlene LiFounder, Altimeter Group
Co-author of “Groundswell”
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“Markets are conversations.”
The Cluetrain Manifesto
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“Conversations are open-ended.”
David Weinberger, Co-authorThe Cluetrain Manifesto
How most marketing works
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What kind of relationship do you want?
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TransactionalOccasionalImpersonalShort-term
TransactionalOccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
Engagement Pyramid Focus on the bottom
Base: Global active Internet users (uses the Internet every day/every other dayNote: Percent of active Internet users that do this at least weeklySource: Universal McCann Social Media Tracker Wave 3, March 2008
• Edit a wiki• Moderate a forum
• Write in a blog – 21% • Upload a video – 18%
• Rate a product or service• Comment on a blog post• Write in a discussion forum
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
Start with clear goals
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Oracle’s big gamble
Oracle put a roadblock on its own home page to encourage feedback/ideas
Executives participated in the online community
Let’s talk about taxes
Wells Fargo Wachovia Blog
Dialog with Frank Eliason, Comcast
Dawn supports with reviews
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Starbucks innovates with customers
50 employees participate in the process, representing every department
Getting Started
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a.k.a. Convince the Curmudgeon
#1 Assess your company
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• How open is your culture?• Where do conversations naturally take
place today?• What barriers can you simply not cross?• How thick or thin is your “corporate
membrane”?
“Who owns community?” is really three questions
Who will pay for the efforts?Who benefits the most?
Who is best able to run the project?Who is closest to the audience?
Who can inspire and lead?Who can clear the roadblocks?
#2: Start small
Experiment
Listen first
#3 Use the right metrics
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Your goals determine your metrics
Use the same metrics as your marketing goals
Example “micro” metrics
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Higher order metrics to consider
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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
#4: Get the help you need
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See a list atwiki.altimetergroup.com
How to find good help
• Focuses on relationships, not campaigns.• Uses social media successfully themselves.• Commits resources to learning and training.• Has learned from their mistakes.• Respects and is humbled by the medium.
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#5 Prepare for failure
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Identify the top 5-10 worst case scenarios.
Develop mitigation and contingency plans.
Prepare everyone for the inevitable failures.
Wal-mart failed many, many times
Buyer blog hit the right note
An essential tool to have
Summary
• Determine the kind of relationship you want to have with your audience.
• Start the conversation slowly, with one simple goal.
• Plan for a transformation of your organization.
May the groundswell always be with you.
Charlene LiAltimeter Group
Copyright © 2008 Altimeter Group