Stanford Breakfast: Creating Winning Social Media Strategies
-
Upload
charlene-li -
Category
Business
-
view
3.673 -
download
0
description
Transcript of Stanford Breakfast: Creating Winning Social Media Strategies
![Page 1: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/1.jpg)
Creating Winning Social Media Strategies
Charlene LiAltimeter GroupSeptember 9, 2009
For a copy of slides, send an email to [email protected]
![Page 2: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/2.jpg)
What engagement often looks like today
2
![Page 3: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/3.jpg)
Meet Dave Carroll
Source: davecarrollmusic.com
![Page 4: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/4.jpg)
![Page 5: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/5.jpg)
Welcome to the Groundswell
5
A power shift, catalyzed by social technologies
When people get what they need from each other
![Page 6: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/6.jpg)
Technologies can be confusing
Source: Wordle.net
![Page 7: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/7.jpg)
It’s about the relationship
![Page 8: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/8.jpg)
What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
![Page 9: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/9.jpg)
Goals define your strategy
Learn
Dialog
Help
Innovate
![Page 10: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/10.jpg)
Always start with Learn
Learn
Dialog
Help
Innovate
![Page 11: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/11.jpg)
Learn with monitoring tools
![Page 12: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/12.jpg)
Radian6 enables learning organizations
![Page 13: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/13.jpg)
13
How Oracle encouraged feedback
![Page 14: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/14.jpg)
Dialog with your community
Learn
Dialog
Help
Innovate
![Page 15: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/15.jpg)
Curators
Producers
Commenters
Sharers
Watchers
The Engagement Pyramid
![Page 16: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/16.jpg)
HP actively encourages sharing
![Page 17: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/17.jpg)
At Southwest, a planner talks
Post received 98 comments over 10 days
In the future, everyone is a marketer
![Page 18: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/18.jpg)
Driving sales with Twitter
![Page 19: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/19.jpg)
Help your members support each other
Learn
Dialog
Help
Innovate
![Page 20: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/20.jpg)
Comcast provides support via Twitter
![Page 21: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/21.jpg)
Goals define your strategy
Learn
Dialog
Help
Innovate
![Page 22: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/22.jpg)
Starbucks innovates across the organization
![Page 23: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/23.jpg)
Getting started
“We don’t have the time, money, or people.”
“People will abuse it.”
“Our boards/volunteers are short-term focused.”
“IT/Legal won’t let us.”
“I’m afraid of losing control.”
What’s stopping you?
![Page 24: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/24.jpg)
Audience
#1 Start small, start now
Goal
Revolutionary
![Page 25: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/25.jpg)
Deal with different mindsets
FearfulSkeptic
Cautious Tester
Realist Optimist
Transparent Evangelist
Find the “moments of truth” and “moments of crisis” for each
mindset
![Page 26: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/26.jpg)
Wal-mart failed many, many times before they figured it out
![Page 27: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/27.jpg)
#2 Measure the right things
Your goals determine your metrics
Use the same metrics as your strategic goals
![Page 28: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/28.jpg)
Example “micro” metricsGoal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of comments# of referrals
Greater loyaltyFaster, more closes
Help # of issues addressed
Increased satisfaction
Innovate # of implemented ideas
Faster development
![Page 29: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/29.jpg)
Higher order metrics to consider
How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
![Page 30: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/30.jpg)
#3 Give up the need to be in control
Photo: Kantor, http://www.flickr.com/photos/kantor
![Page 31: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/31.jpg)
Deciding how open to be
31
Your goals
Your audiences’ needs
The competiti
on
![Page 32: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/32.jpg)
The Sandbox Covenant
How to give up control and be in command
![Page 33: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/33.jpg)
The Red Cross handbook/policies help keep order
http://sites.google.com/site/wharman/social-media-strategy-handbook
![Page 34: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/34.jpg)
Summary•Focus on the relationships,
not the technologies
•Start by learning from the conversations
•Prepare to let go …
… of the control you never had
![Page 35: Stanford Breakfast: Creating Winning Social Media Strategies](https://reader036.fdocuments.in/reader036/viewer/2022062404/554d03eab4c905805d8b4621/html5/thumbnails/35.jpg)
Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
For slides, send an email [email protected]
Copyright © 2009 Altimeter Group35