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Presentation at Brandworks University 2009 in Madison, Wisconsin by Charlene Li on June 2, 2009.
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Profile of the Most Active Conversationalists
Charlene LiAltimeter GroupJune 2, 2009
If you would like a copy of the slides, please leave a business card with me.
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Welcome to the Groundswell
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Where social technologies enable people to get what they need from each other
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How well do you know your customer?
“I’ve changed, and you haven’t.”“I’ve changed, and you haven’t.”
“We don’t even hang out in the same places anymore.”
“We don’t even hang out in the same places anymore.”
From Microsoft’s “Bring Back The Love” ad
campaignhttp://bit.ly/thebreakup
“We don’t talk any more.”“We don’t talk any more.”
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Who makes up the groundswell?
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Basic online activity is just a start
Source: Pew Internet & American Life Project Tracking surveys (August 2006 to May 2008)
Percent of Internet users who report ever doing this activity
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Social Technographics focuses on participation
People can belong to more than one category at a time
People can belong to more than one category at a timeRepresents activities that they use in general, not necessarily with your brand
Represents activities that they use in general, not necessarily with your brand
21%
37%
19%
35%
69%
25%
Source: Forrester Research
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Understanding the Social Technographics of different groups
Source: Forrester Research
More data is available at groundswell.forrester.com
More data is available at groundswell.forrester.com
Massachusetts Medical Society’s Social Technographics profile
22%
74%
21%
15%
22%
13%
0% 20% 40% 60% 80% 100%
Inactives
Spectators
Joiners
Collectors
Critics
Creators 72
88
125
84
154
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Vs. US adults=100
Source: Massachusetts Medical Society
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The 90-10-1 Principle on participation
Looks at participation within a single community
Looks at participation within a single community
Use it as a rule of thumbUse it as a rule of thumb
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The Engagement Pyramid dives deeper
Identifies engagement with a brand or with an audience segment
Identifies engagement with a brand or with an audience segment
Overlap exists between categoriesOverlap exists between categories
Places the emphasis on the bottom of the pyramid, not the top
Places the emphasis on the bottom of the pyramid, not the top
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Conversations start at the bottom
Source: Universal McCann Social Media Tracker Wave 3, March 2008*Source: Wiki data from Wetpaint, forum data from Lithium Technologies**Source: Pew Internet & American Life Project Tracking surveys
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
• Edit a wiki – <1%*• Moderate a forum – <1% • Edit a wiki – <1%*• Moderate a forum – <1%
• Write in a blog – 21% • Upload a video – 18%• Write in a blog – 21% • Upload a video – 18%
• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**
• Write in a discussion forum – 47%*• Rate a product or service – 32%**• Comment on a blog post – 22%**
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Engagement spurs conversation
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Watcher activity can also be mined
Google knows what I’m reading, what’s important, and makes recommendations
Google knows what I’m reading, what’s important, and makes recommendations
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HP actively encourages sharing
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Why do people share?
Source: ShareThis Survey, 2008Base: People who share by cutting/pasting URL into an email
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Identify your Power SharersSharing segments, by age
Source: ShareThis Survey, 2008Base: US online adults and youth
*Power Shares share content at least once a week and with more than 11 people in 1+ channels
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Sharing is now very easy
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Make sharing to networks easy
Publish reviews from CitySearch to Facebook
Publish reviews from CitySearch to Facebook
Both CitySearch and Facebook get behavior and sharing data
Both CitySearch and Facebook get behavior and sharing data
Bring friends to CitySearchBring friends to CitySearch
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Commenters give an opinion
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Engage producers at scale
Walmart has 20 moms blogging/ vlogging for it
Walmart has 20 moms blogging/ vlogging for it
Use moms to engage momsUse moms to engage moms
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Curators – who are they?
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Work with Curators/Editors closely
Curators have power because the community (or the community owner) grants it to them
Curators have power because the community (or the community owner) grants it to them
1) Figure out the engagement profile of your audience•Decide on your target audience and
observe/monitor them▫Where do they interact – or not interact?
▫What topics galvanize them? What do they share?
▫What is the sentiment they exhibit?
•Use surveys to classify their engagement▫With you, on your site – as well as other sites
▫With each other about you
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2) Determine the best way to engage
Don’t aim for the biggest group, aim for the biggest pain
Schwab doesn’t reply directly, but it gets great data on issues/concerns
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Highlights Watcher activity
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3) Have a strategy in place
What will you do?
What won’t you do?
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Questions?
Five Success Strategies For Tapping Into Conversations And Transforming Your Company’s Marketing
Charlene LiAltimeter GroupJune 2, 2009
To get a copy of the slides, please email meor give me a business card afterwards
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What marketing often looks like today
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What kind of relationship do you want?
Transactional
OccasionalImpersonalShort-term
Transactional
OccasionalImpersonalShort-term
Passionate
ConstantIntimate
Loyal
Passionate
ConstantIntimate
Loyal
Focus on relationships, not technologies
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Five strategies, but start with Learn
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Learn with monitoring tools
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How Oracle encouraged feedback
How to learn better
•Determine where fast, flexible learning is most needed to support business goals
•Figure out who you need to listen to, and where they are
•Find out who is best at listening to that audience▫Hint: It’s probably not Market Research
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Driving sales with dialog
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What’s different? Roadblocks to sales are quickly identified
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At Southwest, a planner talks
Post has received 98 comments over 10 days
Post has received 98 comments over 10 days
In the future, everyone is a marketer
In the future, everyone is a marketer
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Coca-Cola spreads conversations through its fans
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Customer support by customers
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Cable problems? Who do you call?
Starbucks innovates across the organization
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How to transform your marketing
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Social pressures traditional orgs
Task Strategy ChangesMarket research Learn • Monitor conversations
• All employees listen & learn
Marketing/Sales Dialog • Any employee can converse• Bridge the consideration gap
Marketing Spread • Customers sell you• Finding dialogs that resonate
Customer support
Help • Proactively seek out problems• Enable customers to help
Product development
Innovate • Seek ideas from customers• Broaden employees involved
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#1 Get the right people on the bus
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Find your revolutionaries
Lionel MenchacaDell
Ed TerpeningWells Fargo
Paula DrumH&R Block
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Have a plan to deal with different social media mindsets
Find the “moments of faith” and “moments of crisis” for each
mindset
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#2 Measure the right things
Your goals determine your metrics
Your goals determine your metrics
Use the same metrics as your marketing goals
Use the same metrics as your marketing goals
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Example “micro” metrics
Goal Metric Value
Learn # of customer feedback
Impact of faster, better insights
Dialog # of people reached # of interactions
AwarenessFaster, more sales
Spread # of referrals# of re-tweets
AwarenessReach new audiences
Help # of issues addressed
Customer satisfaction
Innovate # of implemented ideas
Faster, better development
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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
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#3) Embrace the loss of control
49Photo: Kantor, http://www.flickr.com/photos/kantor
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Conversations will change your org
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New forms of leadership will be needed
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An essential tool to have
Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
If you would like a copy of the slides, please leave a business card with me.
Copyright © 2009 Altimeter Group52
