brand manage camp: winning with social media
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Creating Winning Social Media Strategies
Charlene LiAltimeter GroupSeptember 29, 2009
For a copy of slides, send an email to info@altimetergroup.com
Welcome to the Groundswell
5
A power shift, catalyzed by social technologies
When people get what they need from each other
What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Transactional
OccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
At Southwest, a planner talks
Post received 98 comments over 10 days
Post received 98 comments over 10 days
In the future, everyone is a marketer
In the future, everyone is a marketer
Getting started
“We don’t have the time, money, or people.”
“People will abuse it.”
“Our executives/investors are short-term focused.”
“IT/Legal won’t let us.”
“I’m afraid of losing control.”
What’s stopping you?
#2 Measure the right things
Your goals determine your metrics
Use the same metrics as your strategic goals
Example “micro” metrics
Goal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of comments# of referrals
Greater loyaltyFaster, more closes
Help # of issues addressed
Increased satisfaction
Innovate # of implemented ideas
Faster development
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
No contingency plan in place, and a single response in a month
Posted Sept. 4, 2009
No activity since
The Red Cross handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
Summary•Focus on the relationships,
not the technologies
•Start by learning from the conversations
•Prepare to let go …
… of the control you never had
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