Lithium Likes to Loves Tour Dallas
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Transcript of Lithium Likes to Loves Tour Dallas
#L2LTour We’re Tweeting! Join
the conversation at Dallas
Building a Brand Nation October 6, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
@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
Your Brand
Nation
the change in the business
Passionate,
engaged social
customers
who love you,
not like you
13
@katykeim #L2LTour
we build brand nations
14
vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 17
Peter Kim
Chief Strategy Officer
Archana Shrotriya
Web Support Manager
Christopher Baccus
Executive Director,
Digital & Social Media
#L2LTour We’re Tweeting! Join
the conversation at Dallas
Building a Brand Nation October 6, 2011
Peter Kim
Chief Strategy Officer, Dachis Group
@peterkim
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
We are 200+ professionals worldwide
Austin
London
Portland
New York
Philadelphia
St. Louis
Lincoln
Madrid
Amsterdam
Sydney
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
We’ve worked with...
Fortune 100
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
We have delivered 500+ Social Media Solutions
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
The goal: create business value
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
From institutions to individuals
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
If you had to describe your relationship with work...
Me Work 1
Me Work 2
Me Work 3
Me Work 4
Me W ork 5
M e Wo rk 6
Me Work 7
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Self vs. Work
• Do you your employees consider themselves independent agents or team members?
• We all have different levels of thinking about ourselves.
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
A better culture drives financial performance
Source: Great Place To Work Institute
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Create: start with culture
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
YouTube
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Then: Second Life
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Now: “game-ification” e.g. FarmVille, GagaVille
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Then: widgets
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Now: apps
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Then: photosharing
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Now: instant awareness
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Communicate in new, compelling ways
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Fun stuff
KLM #Fly2Miami, March 2011. Source: KLM
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Rewarding stuff
Sources: youtube.com, lancome-usa.com
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Emotional stuff
Sources: deannaroy.com, Austin-American Statesman, Hyatt
Regency Lost Pines Facebook page
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
‣ 22 million fans ‣ 150 million monthly post views ‣ 10 million fans interacting monthly ‣ 90 countries ‣ Translated into every major language
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Use the right tools for the right jobs
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
The goal: create business value
• Long-Term Growth and Profitability
• $873M Revenue in 2010; $253M in Q2
• 6,100+ Employees Worldwide
• Operations in 40+ countries
• Cash and short-term investments of $320M
• “100 Best Companies to Work For”
Net R
even
ue
in M
illion
s
$1000
$500
$0 1977 2010
Low-Cost Modular Measurement and
Control Hardware Productive Software Development Tools Highly Integrated
Systems Platforms
What We Do
We equip engineers and scientists with tools that accelerate productivity, innovation and discovery.
Rewards and Reputation Enthusiasts, Proven Zealots
5 Knights of NI! Favorite hat to wear at
NIWeek
Princess
Sword
Shrubbery from NI
Teddy Bear
(Avatar)
NI Community Facts
• NI first launched support forums around 1999
• Lithium Discussion Forums were implemented in 2004
• More than 250,000 registered users
• The more active a customer is with NI Community the more satisfied and loyal they are to NI.
• LabVIEW Idea Exchange launched in July 2009
• Mobile Optimized Forums launched in July 2011
More active equals more satisfied and loyal
Your OVERALL satisfactionwith National Instruments
Recommend NationalInstruments to a colleague
Purchase the same product(s)or service(s) again from
National Instruments
Purchase new product(s) orservice(s) from National
Instruments
Satisfaction and Loyalty Metrics by NI Community Usage Daily / Weekly Monthly Few Times a Year Never
Not at all
Satisfied /
Likely
Extremely
Satisfied
/ Likely
Source: US/CA Q2 2011 Customer Loyalty Survey
Q. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select)
Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process, products, and
support/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following?
Co-Innovation
Idea Facts: 2,400 ideas submitted (initial goal 500) more than 47,800 votes 9,470 comments on ideas
Idea Exchange Features
Connector Pane Always Visible on Front Panel
Distribute Tools Now Work on Wires
Boolean Function Accepts Error Cluster & Error Constant In Functions Palette
Ignore All Missing SubVI Button
Indication that Constant is Linked to a Type Def & Create Type Def from Block Diagram
ni.com/ideas
Plot Visible Checkbox on Legend
Accelerate your productivity
2 Forrester Groundswell Awards (B2B)
2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers
2010 Embracing Category Winner:
Embracing our Customers for Software Development
Advocate noun
1. a person who speaks or writes in support or defense of a person, cause, etc
2. a person who pleads for or in behalf of another
89
Your advocates don’t care about the platform. They care about the experience, their reputation, and lastly if the brand positively recognizes it.
91
Sometimes advocacy is about sharing the community contract with those new to the group
Other times it’s about helping to solve a simple problem.
“Fans” are seeking ways to extend their importance and recognition when they engage with us.
Advocates want to be seen as valuable
92
A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
Advocates Want Acknowledgement from Brands
93 A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
Thank You Christopher Baccus, [email protected]. @cbaccus Follow us on Facebook.com/ATT and @ATT on Twitter
98
@katykeim #L2LTour
the must haves in a brand nation
99
▪ engaging
▪ scalable
▪ everywhere
▪ measurable
@katykeim #L2LTour
engaging through interaction styles
10
0
forums
contests
reviews
q&a
ideas
videos
@katykeim #L2LTour
scalable through superfans’ influence
103
Aandms
Counsellor
Member: 3/2010
2161 Kudos
9,369 Posts
378 Total Tags
KachiWachi Distinguished
Logitech Legend
Member: 5/2006
748 Kudos
45,136 Posts
RealGeorgeW Trusted Contributor
Member: 2/2009
322 Kudos
4,527 Posts
40 Total Tags
@katykeim #L2LTour
everywhere. where your customers are.
10
6
owned
community sites Facebook
enhancing the
in-Store experience
mobile
@katykeim #L2LTour
next steps
11
5
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
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