#L2LTour We’re Tweeting! Join

the conversation at Washington DC

Building a Brand Nation September 22, 2011

Katy Keim

Chief Marketing Officer, Lithium

@katykeim

breakfast

networking

information

2

context

possibilities

next steps

3

@katykeim #L2LTour

why likes to loves?

4

@katykeim #L2LTour

transformation

5

@katykeim #L2LTour 6

to

engagement peer support loves superfan

broadcast likes call center fan

@katykeim #L2LTour

reinventing the

telecom company

7

@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 9

@katykeim #L2LTour 12

@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 15

@katykeim #L2LTour 17

David Armano

EVP, Global Innovation

& Integration

Kim Snedaker

Social Media Manager

Rebecca Carroll

Community Manager

#L2LTour We’re Tweeting! Join

the conversation at Washington DC

Building a Brand Nation September 22, 2011

David Armano

EVP, Global Innovation & Integration

Edelman

@armano

SOCIAL MEDIA FOR BUSINESS DAVID ARMANO EVP, INNOVATION & INTEGRATION | EDELMAN DIGITAL

THE WORLD HAS CHANGED (AGAIN)

22

According to Former Google CEO Eric Schmidt, each day netizens around the globe pump out a deluge of digital content that's equal to all information that existed in either digital or analog form prior to 2003.

IN A CONNECTED WORLD, PARTICIPATION TRUMPS BROADCASTING

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CUSTOMERS ARE ADVOCATES

“For brands today in this fragmented world getting us, as multifaceted

people, to take action and engage is one of the biggest challenges

marketers face” ~Christina Smedley, Edelman Global Chair Consumer Marketing

24

“To succeed with empowered customers, you must empower your employees to solve customer problems” ~Josh Bernoff, Forrester Analyst & Author of Empowered

EMPLOYEES ARE AMBASSADORS

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“For the first time, this year’s Trust Barometer shows that trust and transparency are as important to corporate reputation as the quality of products and services” ~2010 Edelman Trust Barometer

INFORMATION HAS BEEN UNLEASHED

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“It‘s estimated that the combined installed base of smartphones and browser-equipped enhanced phones will surpass 1.82 billion units by 2013, eclipsing the total of 1.78 billion PCs by then.” ~eMarketer, Getting To Know The Mobile Population

MEDIA HAS CHANGED

MEDIA & DIGITAL “CLOVERLEAF”

Message Shareholders

Consumers

Regulators

Vendors

Employees

Creative

Concept

Mainstream

Traditional Hybrid

Owned Social

SEARCH

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DIGITAL PROPERTIES

WEBSITES CUSTOM BUILT PORTALS

INTERNAL/ENTERPRISE

EARNED media

OWNED properties

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PAID media

RICH MEDIA CONTENT

ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS

OWNED properties

DIGITAL PROPERTIES

WEBSITES CUSTOM BUILT PORTALS

INTERNAL/ENTERPRISE

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PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS

RICH MEDIA CONTENT

ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS

EARNED media

OWNED properties

DIGITAL PROPERTIES

WEBSITES CUSTOM BUILT PORTALS

INTERNAL/ENTERPRISE

PAID media

33

SOCIALplatforms

PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS

EMBASSIES

RICH MEDIA CONTENT

INFLUENCER ENGAGEMENT

ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS

OUTPOSTS

RELEVANT MESSAGE BOARDS BLOGOSPHERE

EARNED media

OWNED properties

DIGITAL PROPERTIES

WEBSITES CUSTOM BUILT PORTALS

INTERNAL/ENTERPRISE

PAID media

Source:

Edelman 2010, edelmandigital.com

34

SOCIALplatforms

PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS

EMBASSIES

RICH MEDIA CONTENT

INFLUENCER ENGAGEMENT

ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS

SOCIAL INTERACTIONS IN THE OVERLAPS

OUTPOSTS

RELEVANT MESSAGE BOARDS BLOGOSPHERE

Social Engagement

Concentrated Here

EARNED media

OWNED properties

DIGITAL PROPERTIES

WEBSITES CUSTOM BUILT PORTALS

INTERNAL/ENTERPRISE

PAID media

EMBASSIES, AMBASSADORS & OUTPOSTS

Embassies are an established presence where interactions, conversations and participation are

facilitated by one or more Ambassadors

of the brand or organization who manages them.

36

EMBASSIES ARE YOUR HOME AWAY FROM HOME

Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”—properties that are not owned or controlled by the business, brand or organization.

37

EMBASSIES NEED AMBASSADORS, OUTPOSTS REQUIRE ENVOYS

COMMUNITY MANAGEMENT: THE FRONT LINE

Community Management is the act

of engaging members of a specific

group in a participatory fashion.

Community Managers fall under the

“ambassador” category of the

organization, representing the brand

or business in a specific community

ecosystem.

Communities form around shared

interests and participants seek

value from them.

~Suzanne Marlatt, Community Manager for

EdelmanDigital.com & Edelman Digital “embassies”

39

COMMUNITY MANAGMENT = HUMAN INTERACTION DESIGN

40

THE FIVE C’S OF COMMUNITY

BUSINESS AS USUAL?

42

“To stand out in a commoditized market, companies must

understand what customers truly value. The only way to do that is to

break down the traditional, often entrenched, silos and unite

resources to focus directly on customer needs." ~Ranjay Gulati, Harvard Business Review

INDUSTRIAL ERA BUSINESS IS STRUCTURED FOR EFFICIENCY

marketing public

relations sales customer

service

product

development

43

BUT THE NETWORK ECONOMY DOESN’T CARE

“e-patients are empowered, engaged, equipped and enabled”

“E-patient” Dave deBronkart

CHALLENGES ORGANIZATIONS FACE

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CHALLENGES: UNCLEAR OBJECTIVES, MEASUREMENT & ROI

46

CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES

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CHALLENGES: UNDERPERFORMING SOCIAL INITIATIVES

Less experienced organizations here

More experienced

organizations here

Very few organizations

are here

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CHALLENGES: MISALIGNED SKILLS & COMPETENCIES

marketing

49

CHALLENGES: LACK OF COORDINATION & INTEGRATION

marketing

50

“A new organizational structure is required to accommodate and

benefit from the culture of sharing that social media has fueled over

the last four years. The information flow we all experience daily can

no longer be organized into neat org-chart silos." ~Charlene Li, Author of Open Leadership

CHALLENGES: CLOSED BUSINESS CULTURE

BRANDS MUST BECOME SOCIAL, OPEN & AGILE

52

A SOCIAL BRAND REQUIRES BECOMING A SOCIAL BUSINESS

Community Management Marketing

Customer Service Communications

Events Campaigns Advocacy

SOCIAL BRAND (External)

SOCIAL BUSINESS (Internal)

MEASURABLE OUTCOMES

Training Process

Organization Models Employee Engagement Policies & Guidelines Knowledge Sharing

Culture

Programs

Infrastructure

Source: David Armano,

Edelman 2011, edelmandigital.com

53

SOCIAL BY DESIGN

Social business planning is the blueprint for the

transformation of an organization—bridging the external with

internal, resulting in a more connected way of doing business and shared value for all stakeholders

WHY SHOULD A BUSINESS BECOME “SOCIAL”?

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CRISIS MANAGEMENT IS REAL TIME

56

EVERYONE IS AN ACTIVIST

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CUSTOMERS MAKE YOUR COMPANY BETTER

58

BUSINESS EMBRACES RESPONSIBILITY

59

PUBLICS SEEK PURPOSE

“86 percent of global consumers believe that business needs to

place at least equal weight on society’s interests as on a business’

interests.” ~Edelman 2010 Good Purpose Study

THE PATH TO BECOMING A SOCIAL BRAND & BUSINESS

61

START WITH THE FOUR STAGES OF SOCIAL BUSINESS

Crawling Monitoring, listening, Establishing infrastructure.

Walking

Leveraging platforms, producing content, participating.

Running

Engaging, responding, leveraging employees.

Flying Scaling, systematizing and integrating into all business functions.

BUILD A BRAND AMBASSADOR “ECO-SYSTEM”

63

THANK YOU @ARMANO | Edelmandigital.com

AAA: 100+ years of exploring new frontiers ‘don’t worry: this does have to do with social media’

kim snedaker social media director lithium likes to loves tour #L2LTour september 22, 2011

1900’s: AAA founded as a Nation of Automobolists. A small group fighting for crazy new things like paved roads and street signs for this new invention….the automobile.

1920’s: AAA established a Traffic Safety Department and founded the School Safety Patrol for children. Since 1950, AAA has documented hundreds of lives saved through this program.

1950’s: AAA was a leading advocate in establishing the Highway Trust Fund which paves the way for building the U.S. Interstate Highway System. 1970’s: During Arab oil embargo, AAA advises drivers on gasoline availability and prices.

2000’s: AAA works for laws to relieve transportation congestion and launches campaigns to support environmental issues and promote green technologies

NASA Goddard Flickr

2007: The Social Media Explosion Our first vision & strategy documents defined Social Media as our next, new frontier

Build on our heritage of what members join/renew for: roadside assistance, travel information &

discounts, and advocacy for driver & passenger safety

http://history.nasa.gov

2008-2009: One small step for a few AAA Clubs A few large Clubs, like AAA Mid-Atlantic, led the way into the social space

Started conversations with Members: DrivewithAAA(2008) & TravelwithAAA (2009)

Assets: Mzinga-powered Online Community, Facebook, Twitter, Web/Social/Email integration

http://history.nasa.gov

2010-2011: Using new technology to optimize our social base camp • Lithium became our platform provider, but most importantly, our partner in 2010

• Re-launched Online Community in December 2010 (Drive, Travel + Discounts & Dollars)

• Assets: Online Community, Facebook, Twitter, Live Twitter streams on Web & Community, ScoutLabs

Monitoring

Our Community

content continues

our heritage of

providing

information and

resources to our

Members

• Community Profile

• 37% Tenure of 10+ years; 34% less than 2 years

• 11% Brand New Members

• 47% 2 Memberships on account; 52% have Auto Renewal

• 12% higher than non-community members

• 44% have MPI of 2; 33% MPI of 3

• 21% HH income $50-$70k; 15% $75-$100k; 13% $100-$125k

• 81% Married; 19% Single

• 51% No Children in HH; 49% Children in HH

• 87% Homeowners; 75% avg length of residence 5+ years

• 25% reside in MD; 25% in NJ; 25% in VA; 18% in PA; 5% in DE

• Age demographics mixed from 18-65+ (largest decile of 16% 65+)

“Houston, we have a problem.”

Obstacles & Challenges are of our own creation AAA National bylaw that enforces digital boundaries for each Club

Majority of AAA Leadership & Stakeholders that think social is the latest sales channel

Majority of AAA Associates locked out of social media space during work hours

NASA Goddard Flickr

Where We’re Headed • Move scores up our Social Roadmap in each of the 5 Social Strategy Categories

• Holding company of 10 Clubs, from West to East Coast with 12 Million Members, going into social

space together (shared Online Community Portal, exemption from National bylaw)

• 2011: Creating a Social Media Center of Excellence (Hub & Club Model)

• 2012: Unified Go to Market Strategy (to answer Lithium’s charge…what are you a Nation of?)

• Find a universe of people who Like Us (really really like us)

• Surprise and delight and motivate them from Likes to Loves

Kim Snedaker Social Media Director, AAA Mid-Atlantic

o.302.299.4443

c. 267.994.1820

ksnedaker@aaamidatlantic.com

facebook / twitter / LinkedIn: kimsnedaker

aaa.com/community ksquaredsocial.wordpress.com

#LTLTour

Lessons shared Pick social strategies that map to your brand and

business goals

Define your brand nation

Strategy before tools

Find a partner, not just a platform provider

Always Listen as basis for all other strategies

Integrate your social assets into every digital and

print communication you have

Remove your obstacles or don’t create them in

the first place

Empower your employees to enrich your social

efforts

Educate your leaders that social is about

awareness, conversation & engagement

(not just trying to sell stuff; no one cares)

Giving your customers great experiences

Be Relevant

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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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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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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A Huge Success With Customers

“Wow. Impressive.”

“Love the new guide!:)”

“Whoohoo. The guide is finally in HD.”

“I IMG 1.9.”

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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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Su

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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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Call to Action: Start by Listening

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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

99

▪ engaging

▪ scalable

▪ everywhere

▪ measurable

@katykeim #L2LTour

engaging through interaction styles

10

0

forums

contests

reviews

q&a

ideas

videos

@katykeim #L2LTour

engaging through reputation & recognition

101

@katykeim #L2LTour

scalable through peer to peer

102

@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

scalable through superfans’ influence

104

@katykeim #L2LTour 10

5

scalable through superfans’ influence

@katykeim #L2LTour

everywhere. where your customers are.

10

6

owned

community sites Facebook

& Twitter

enhancing the

in-Store experience

mobile

@katykeim #L2LTour 10

7

everywhere. definitely on facebook

@katykeim #L2LTour

measurable insights, engagement and response

108

Sometimes, love is

not enough.

10

9

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Sometimes, love is

not enough.

@katykeim #L2LTour

brand nations grow brand loyalty

11

1

@katykeim #L2LTour

brand nations drive sales

@katykeim #L2LTour

brand nations reduce costs

@katykeim #L2LTour

brand nations accelerate ideas

@katykeim #L2LTour

next steps

11

5

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and view demos

let’s discuss your

needs and brand

report

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today this month before Dec 1

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