philippines adcongress speech by charlene li
DESCRIPTION
Speech by Charlene Li at the Philippines AdCongress, November 17, 2011 in Camarines Sur, PhilippinesTRANSCRIPT
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Harnessing The Power Of Social Media
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Charlene Li
Altimeter Group
Twitter: @charleneli
Email: [email protected]
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© 2011 Altimeter Group
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OUTOUT of of CONTROL?CONTROL?
© 2011 Altimeter Group
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It’s about RELATIONSHIPSRELATIONSHIPS
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STRATEGY
ORGANIZATION
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
STRATEGY
ORGANIZATION
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
Four goals define your Strategy Strategy9
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Track brand mentions with basic tools10
What would happen if every employee could
learn from customers?
What would happen if every employee could
learn from customers?
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Nescafe Philippines uses Facebook fans’ insights to improve service
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Facebook fans become market
research and survey data
Facebook fans become market
research and survey data
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Your customers want to be “known”12
I walk into my local grocery store
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The store knows it’s me13
• Social check-ins (Four Square, Yelp, Facebook Places)• Near Field Communications
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I get coupons to use right away14
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And connect my phone to in-store GPS shopping cart15
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Define Your Strategy With Goals16
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Conversations, not messages
Human, not corporate
Continuous, not episodic
The New Normal17
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Boeing uses blogs to engage18
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Kohl’s updates reach 5.7M customers19
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Timely content and the power of sharing20
Potential reach of 7,500
engagements is over 1 million people. What
would it cost to do this with traditional
media?
Potential reach of 7,500
engagements is over 1 million people. What
would it cost to do this with traditional
media?
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Define Your Strategy With Goals21
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Cathay Pacific provides customer support on Twitter and Facebook
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How DellOutlet drives sales with Support23
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Solarwinds’ community is strategic24
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Define Your Strategy With Goals25
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P&G uses reviews to improve products26
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ModCloth has customers merchandise new products27
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Starbucks involves 50 people around the organization in innovation
Over 100 ideas have been
implemented
Over 100 ideas have been
implemented
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STRATEGY
ORGANIZATION
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
STRATEGY
ORGANIZATION
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
Leaderships means having followers31
“Leadership is a relationship between those who aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”
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Open Leadership32
Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals
© 2011 Altimeter Group
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Traits of Open Leaders33
Authenticity Transparency
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How Best Buy created Open Leaders
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Barry’s first post35
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Retailer Best Buy has 2,500 employees providing support via Twitter
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STRATEGY
ORGANIZATION
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
STRATEGY
ORGANIZATION
PREPAREDNESS
© 2011 Altimeter Group
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© 2011 Altimeter Group
#1 Align social with key Strategic GoalsStrategic Goals39
Examine your 2011 & 2012 goals
Pick ones where social will have an impact
Start small, but now
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#2 Create a Culture of SharingCulture of Sharing40
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Softbank CEO shares openly, frequently 41
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#3 Discipline is #3 Discipline is NeededNeeded to to SucceedSucceed
Assess the message
Assess the message
Take reasonable action to fix issue and let customer
know action taken
Take reasonable action to fix issue and let customer
know action taken
Evaluate the
purpose
Evaluate the
purpose
Unhappy Customer?Unhappy
Customer?
DedicatedComplainer
?
DedicatedComplainer
?
Comedian Want-to-
Be?
Comedian Want-to-
Be?
Negative
Are the facts
correct?
Are the facts
correct?
Gently correct the facts
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Are the facts
correct?
Does customer need/deserve
more info?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Is the problem
being fixed?
Yes
Let post stand and monitor.
Let post stand and monitor.
No
Yes
NoYes
Yes
Positive
Can you add value?
Can you add value?
Respond in kind & share
Respond in kind & share
Thank the person
Thank the person
Yes No
Do you want to
respond?
Do you want to
respond?
No Response
No Response
No
Yes
Adapted from US Air Force Comment Policy
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Climb the Social Business Hierarchy of Needs43
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Five ways companies organize around social media44
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#4 Ask the #4 Ask the Right Questions Right Questions about about ValueValue
“We tend to overvalue the things we
can measure, and undervalue the
things we cannot.”
- John Hayes, CMO of American
Express
© 2011 Altimeter Group
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No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
#5 Master the Art of #5 Master the Art of FailureFailure
© 2011 Altimeter Group
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Create Create
Sandbox Sandbox
CovenantsCovenants
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It’s about RELATIONSHIPSRELATIONSHIPS
© 2011 Altimeter Group
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Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
For more information & to buy the
book
visit open-leadership.com
© 2011 Altimeter Group