Charlene Li at Pivot Conference Oct 2011

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Charlene LiAltimeter GroupTwitter: @charleneliEmail: [email protected]

Disruptive Technology And The New Consumer Landscape

© 2011 Altimeter Group

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iPhone Debut

Jan 2007

Facebook Platform

May 2007

Facebook Connect

July 2008

iPhone App Store

July 2008

Nexus One Android DebutJanuary 2010

iPad DebutApril 2010

Facebook Timeline

Sept 2011

How Time Flies3

Our notions of sharing & privacy have changed as

well


Conversations, not messages

Human, not corporate

Continuous, not episodic

The New Normal4


It’s about RELATIONSHIPS



What Is Needed6

Authenticity Transparency


OUT of CONTROL?


© 2011 Altimeter Group© 2011 Altimeter Group

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© 2011 Altimeter Group© 2011 Altimeter Group

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Photo by stanjourdan via Flickr

http://www.flickr.com/photos/stanjourdan/6249525045/sizes/l/in/photostream/


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Photo by Steve Rhodes via Flickr

http://www.flickr.com/photos/ari/6250163533/


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Photo by Susan Etlinger via Flickr

http://www.flickr.com/photos/72028678@N00/6244661012/


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Photo by Susan Etlinger via Flickr

http://www.flickr.com/photos/72028678@N00/6244140425


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Photo by Steve Rhodes via Flickr

http://www.flickr.com/photos/ari/6250107795/


Social media helps brands listen…15


..and respond. But it’s not enough.16


How To Prepare



#1 Create a Culture of Sharing19


#2 Discipline is Needed to Succeed

Assess the message

Take reasonable action to fix issue and let customer

know action taken

Evaluate the purpose

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

Negative

Are the facts

correct?

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Does customer need/deserve more

info?

Yes

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor.

No

Yes

NoYes

Yes

Positive

Can you add value?

Respond in kind & share

Thank the person

Yes No

Do you want to respond?

No Response

No

Yes

Adapted from US Air Force Comment Policy


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Climb the Social Business Hierarchy of Needs21


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#3 Prioritizing disruptions that matter

User Experience•Is it easy for people to use?

•Does it enable people to connect in new ways?

Business Model•Does it tap new revenue streams?

•Is it done at a lower cost?

Ecosystem Value•Does it change the flow of value?

•Does it shift power from one player to another?


No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#4 Prepare for Failure


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Create

Sandbox

Covenants


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Charlene Li

[email protected]

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

[email protected]

For more information & to buy the

book

visit open-leadership.com


Charlene Li at Pivot Conference Oct 2011

Business

Transcript of Charlene Li at Pivot Conference Oct 2011