Lithium Likes to Loves Tour NYC

#L2LTour We’re Tweeting! Join

the conversation at New York

Building a Brand Nation September 21, 2011

Katy Keim

Chief Marketing Officer, Lithium

@katykeim

breakfast

networking

information

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context

possibilities

next steps

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@katykeim #L2LTour

why likes to loves?

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@katykeim #L2LTour

transformation

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@katykeim #L2LTour 6

to

engagement peer support loves superfan

broadcast likes call center fan

@katykeim #L2LTour

reinventing the

telecom company

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@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

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@katykeim #L2LTour

we build brand nations

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vibrant online communities full of passionate, engaged social customers


Sean McDonald

SVP & Colony Master

Candace Sims

Social Media Marketing

Manager

Rebecca Carroll

Community Manager

#L2LTour We’re Tweeting! Join

the conversation at New York

Building a Brand Nation September 21, 2011

Sean McDonald

SVP & Colony Master, Ant’s Eye View

@iamseanmcdonald

The Ant’s Eye View Team

WHO WE ARE:

Ant’s Eye View is a strategic management consulting firm that helps recognizable brands transform into enterprises that fully engage with their customers. Our practitioner heritage and enterprise-wide experience sets us apart.

Founded in 2009, our client list now includes large, complex organizations such as P&G, Google, Microsoft, Dell, Unilever, HP, Canon, Xerox, KPMG, USAA, Scotiabank, Cisco, Wells Fargo, Jack in the Box and AT&T.

OUR TEAM INCLUDES SOCIAL ENGAGEMENT LEADERS FROM:

Ant’s Eye View team as of August 8, 2010

OUR LEADERSHIP (L to R): Sean O’Driscoll, CEO & Co-founder Jake McKee, SVP & Co-founder Dustin Johnson, SVP & Managing Director Sean McDonald, SVP & Managing Director

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In the last five years…

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Technology

• Instant publishing • Multi-screens/multi-device • Constant connection - access to what I

want, when/where I want it (cloud computing)

• Location-based/aware services • End users bringing consumer

technology into IT

Society

• Lack of corporate trust • Online opinions influence decisions • Difficult for messages to break through

the noise • Demand for real-time communication • Gen Y – like flattened hierarchy, no fear

Economic

• Slow growth environment in most areas of the world • Barriers to entry falling fast

"If you aim at nothing, you are bound to hit it"

-S. McDonald, 1997

The Social Engagement Journey

Stage 1

Traditional

Stage 3

Operational

Stage 5

Fully Engaged Stage 4

Measurable

Stage 2

Experimental

Traditional,

command and

control business

operations using

one-way

communication to

drive business

outcomes.

Dabbling in

social

engagement

occurs but is

disconnected to

business

operations.

Fractured tools,

silo’d efforts and

disparate

measures reign.

Social

engagement

becomes more

embedded in

business

operations.

Internal training,

channel alignment

and campaign

integration begin

to deliver tangible

results.

Social engagement

drives real

business results,

with systems and

tools fully

optimized to

support confident

and competent

employees and to

more fully harness

online

relationships.

Social engagement

between

customers and

employees and

between

employees with

each other are part

of the

organization’s

DNA.

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Assess yourself

www.antseyeview.com/social-journey/

Social Education

Stage 1

Traditional Stage 3

Operational

Stage 5

Fully Engaged Stage 4

Measurable

Stage 2

Experimental

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Compliance across the

enterprise

Competence & Acumen

Collaboration amongst peers

101: Compliance

Full scale compliance training that helps to ensure employees are acting in

the best interest of the company, during and after work.

The 101 level of content is typically targeted to the broader base of employees, where the goal is to

set a baseline understanding of what online social behaviors are acceptable as well as clarifying the

potential problems that may arise by not fully considering their actions.

• Ketchum employee tweets a negative post about Memphis… while on his way to visit his client, FedEx.

• FedEx discovers this and reprimands him

201: Competence

Focusing on developing, distributing, and applying

shared best practices across the entire enterprise,

in order to effectively inject social media into normal

course of business.

The 201 foundation is a Playbook, a modular, easy to consume, easy to

use collection of how-to content, worksheets, tools, and more.

• Nordstrom has 196 stores, but has

200 individual Facebook pages, with some stores having more than one page!

• This is carving up their brand, confusing customers, and creating far too many dissociated messages.

301: Collaboration

Peer-to-peer, dialogue-based interaction that drives engagement amongst

employees, where the by-product of that engagement is tighter working

relationships and curated best practices content.

At the 301 level, priorities and implementation shift to the creation of two-way

communication channels that allow colleagues to better exchange ideas and build

on 201 content assets. Basic community management practices and content

curation efforts ensure that conversation is lively and that the discussions are

captured for reuse.

Sephora’s SUPER(user) Evolution

Social Media Goals

Lead the Social Media space for retail and beauty

Connect with Clients by fostering a dialogue and creating a compelling Sephora presence everywhere they are talking about beauty

Drive sales and loyalty

Showcase Sephora’s service and expertise in Beauty

Elevate our brand by innovating in a new channels

Social Evolution

1.5 MM

Reviews

1.8 MM

Likes

211.5K

Followers FB Q&A

Which is more helpful?

Clients turned online connection into offline action

Do they just talk the talk?

• BeautyTalkers spend 2.5x more $

• Super users spend 10x more $

• This is their day job! Average super user spend 36.5 hrs/week on BeautyTalk

Lessons Learned

Feed the conversation Allow users to personalize Keep it Fresh

Listen and Learn Unify Brand Voice

Turning “Likes” into “Loves”

Deepen Engagement – Keep superusers coming back with special panels and offers

to make them feel like VIPs

– Give superusers the inside scoop on new community updates

Create a social hub for all Sephora activity – Bring social cred with you on FB, get credit for writing

reviews and visiting stores

– Help us help you

Be the go-to destination for all things beauty!

Growing a Brand Nation -

and Measuring its Success

Becky Carroll

Community Program Manager, Verizon Author, The Hidden Power of Your Customers: Four Keys to Growing Your

Business Through Existing Customers

@bcarroll7

Lithium Likes to Loves Tour September 21, 2011

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Verizon Overview V

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Verizon is a global leader in broadband, wireline, and wireless communications.

Verizon Residential has America’s most advanced fiber-optic network.

Entertainment services Converged communications Information services

Diverse workforce of over 196,000

Consolidated revenues in 2010 of over $106 billion Source: Verizon.com

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Social Media is not a campaign. It is a Relationship.

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Expanding from Support to Engagement

http://community.verizon.com Launched: August 2008

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Open Innovation: Anyone, anywhere

http://verizon.com/ideas

Launched: July 2010

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rizo

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Identify new product and service enhancement opportunities

Facilitate customer-driven product/service enhancements or new products/services

Enhance Verizon brand as establishing innovative ways to engage with and serve customers

Objectives

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Example: FiOS TV FiOS TV is Verizon Residential’s flagship product, providing top-rated, high quality TV viewing via our fiber optic network

Includes our Interactive Media Guide (IMG)

IMG 1.9 - New feature release - Wanted to focus on customer requests

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rizo

n:

Ide

aExc

ha

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e Collecting Customer Input

Collaboration via social media tools Verizon Forums

Verizon Idea Exchange

Twitter via @FiOSTV

Verizon FiOS Facebook page

Forums Sneak Peek

Collaboration

Refinement

Co-Creation

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aExc

ha

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e FiOS TV IMG 1.9:

A Huge Success With Customers

“Wow. Impressive.”

“Love the new guide!:)”

“Whoohoo. The guide is finally in HD.”

“I IMG 1.9.”

Ve

rizo

n:

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aExc

ha

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e Verizon Ideation Process

Leverages Social Media

We listen to customers

We open our product development process

“85% of our latest release

has been suggested, or

refined by our customers.”

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Number of ideas submitted: 1700

Number of ideas in progress: 250

Number of ideas implemented: 31

Since launch…

107% growth in comments

403% growth in votes

555% growth in visitors

Measuring Success

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Ve

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n:

Su

cce

ss M

ea

su

res

Support

Engagement

Insight

Able to self-serve

Look for issues (early detection)

Customer retention

Be affiliated with the brand

Get closer to the Customer

Insight to help take action

Connect with Verizon

A place to be heard

Our Brand Nation

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Ve

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Ide

aExc

ha

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e

Ve

rizo

n:

Co

mm

un

ity

Call to Action: Start by Listening

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Ve

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Co

mm

un

ity

Next Step: Go Deeper

Use tools to listen beyond your own website

Incorporate social media into your strategies

Co-opt your customers

@katykeim #L2LTour

the must haves in a brand nation

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▪ engaging

▪ scalable

▪ everywhere

▪ measurable

@katykeim #L2LTour

engaging through interaction styles

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forums

contests

reviews

q&a

ideas

videos

@katykeim #L2LTour

engaging through reputation & recognition

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@katykeim #L2LTour

scalable through peer to peer

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@katykeim #L2LTour

scalable through superfans’ influence

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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


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@katykeim #L2LTour

everywhere. where your customers are.

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owned

community sites Facebook

& Twitter

enhancing the

in-Store experience

mobile


everywhere. definitely on facebook

@katykeim #L2LTour

measurable insights, engagement and response

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Sometimes, love is

not enough.

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Sometimes, love is

not enough.

@katykeim #L2LTour

brand nations grow brand loyalty

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@katykeim #L2LTour

brand nations drive sales

@katykeim #L2LTour

brand nations reduce costs

@katykeim #L2LTour

brand nations accelerate ideas

@katykeim #L2LTour

next steps

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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

1 2 3

Lithium Likes to Loves Tour NYC

Technology

Transcript of Lithium Likes to Loves Tour NYC