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Lithium Likes to Loves Tour NYC
The document summarizes Katy Keim's presentation on building brand nations at the Lithium Likes to Loves Tour on September 21, 2011 in New York City. Some of the key points discussed include how engaging customers through online communities can transform them from passive "likes" to active "loves" of the brand, the must-haves of successful brand nations like engagement, scalability, reach, and measurability, and examples from companies like Sephora and Verizon that have built brand loyalty through online customer communities.
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Lithium Likes to Loves Tour NYC
- 1. Building a BrandNation September 21, 2011 Katy Keim Chief Marketing Officer, Lithium @katykeim New York We’re Tweeting! Join the conversation at #L2LTour
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- 4. why likes toloves? @katykeim #L2LTour 4
- 5. transformation @katykeim #L2LTour 5
- 6. to @katykeim #L2LTour 6
- 7. reinventing the telecom company @katykeim #L2LTour 7
- 8. the change inthe customer fan “I acknowledge you” engaged “I want something from you” advocate “I act for me and for you” superfan “I belong because of you” @katykeim #L2LTour
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- 11. the change inthe business Passionate, engaged social customers Your Brand who love you, Nation not like you @katykeim #L2LTour 13
- 12. we build brandnations vibrant online communities full of passionate, engaged social customers @katykeim #L2LTour 14
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- 14. Sean McDonald Candace Sims Rebecca Carroll SVP & Colony Master Social Media Marketing Community Manager Manager @katykeim #L2LTour 17
- 15. Building a BrandNation September 21, 2011 Sean McDonald SVP & Colony Master, Ant’s Eye View @iamseanmcdonald New York We’re Tweeting! Join the conversation at #L2LTour
- 16. The Ant’s EyeView 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. Ant’s Eye View team as of August 8, 2010 OUR LEADERSHIP (L to R): OUR TEAM INCLUDES SOCIAL ENGAGEMENT LEADERS Sean O’Driscoll, CEO & Co-founder FROM: Jake McKee, SVP & Co-founder Dustin Johnson, SVP & Managing Director Sean McDonald, SVP & Managing Director 19
- 17. In the lastfive years… Technology Society • Instant publishing • Lack of corporate trust • Multi-screens/multi-device • Online opinions influence decisions • Constant connection - access to what I • Difficult for messages to break through want, when/where I want it (cloud the noise computing) • Demand for real-time communication • Location-based/aware services • Gen Y – like flattened hierarchy, no fear • End users bringing consumer technology into IT Economic • Slow growth environment in most areas of the world • Barriers to entry falling fast 20
- 18. "If you aimat nothing, you are bound to hit it" -S. McDonald, 1997
- 19. The Social EngagementJourney Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Traditional Experimental Operational Measurable Fully Engaged Traditional, Dabbling in Social Social engagement Social engagement command and social engagement drives real between control business engagement becomes more business results, customers and operations using occurs but is embedded in with systems and employees and one-way disconnected to business tools fully between communication to business operations. optimized to employees with drive business operations. Internal training, support confident each other are part outcomes. Fractured tools, channel alignment and competent of the silo’d efforts and and campaign employees and to organization’s disparate integration begin more fully harness DNA. measures reign. to deliver tangible online results. relationships.
- 20. Assess yourself www.antseyeview.com/social-journey/
- 22. Social Education Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Traditional Experimental Operational Measurable Fully Engaged Compliance across the enterprise Competence & Acumen Collaboration amongst peers
- 23. 101: Compliance Fullscale 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
- 24. 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.
- 25. 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.
- 26. Sephora’s SUPER(user) Evolution
- 27. 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
- 28. Social Evolution 211.5K FB MM 1.8 Q&A 1.5 MM Followers Likes Reviews
- 29. Which is morehelpful?
- 30. Clients turned onlineconnection into offline action
- 31. Do they justtalk 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
- 32. Lessons Learned Listen and Learn Unify Brand Voice theusers to personalize Feed Allow conversation Keep it Fresh
- 33. 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!
- 34. Growing a BrandNation - and Measuring its Success
- 35. Becky Carroll Community ProgramManager, 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
- 36. Verizon Overview Verizon: IdeaExchange Verizon is a global leader in broadband, wireline, and Verizon Community Verizon Overview wireless communications. IdeaExchange 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
- 37. Verizon: IdeaExchange Social Media is not a campaign. It is a Relationship.
- 38. Expanding from Support to Engagement Verizon: IdeaExchange Verizon Community IdeaExchange http://community.verizon.com Launched: August 2008
- 39. Open Innovation: Anyone, anywhere Verizon: IdeaExchange IdeaExchange http://verizon.com/ideas Launched: July 2010
- 40. Objectives Verizon: IdeaExchange 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
- 41. Example: FiOS TV Verizon: IdeaExchange 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
- 42. Collecting Customer Input Verizon:IdeaExchange Collaboration via social media tools Verizon Forums Verizon Idea Exchange Twitter via @FiOSTV Verizon FiOS Facebook page Forums Sneak Peek Collaboration Refinement Co-Creation
- 43. FiOS TV IMG1.9: A Huge Success With Customers Verizon: IdeaExchange “Love the new guide!:)” “Wow. Impressive.” “I IMG 1.9.” “Whoohoo. The guide is finally in HD.”
- 44. Verizon Ideation Process Leverages Social Media Verizon: IdeaExchange We listen to customers We open our product development process “85% of our latest release has been suggested, or refined by our customers.”
- 45. Measuring Success Verizon: IdeaExchange 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
- 46. Our Brand Nation Verizon:Success Measures Verizon: IdeaExchange Support Engagement Insight IdeaExchange Able to self-serve Get closer to the Customer Look for issues (early Insight to help take action detection) Connect with Verizon Customer retention A place to be heard Be affiliated with the brand
- 47. Community Verizon: IdeaExchange IdeaExchange Call to Action: Start by Listening
- 48. Next Step: Go Deeper Verizon: IdeaExchange Verizon: Community IdeaExchange Use tools to listen beyond your own website Incorporate social media into your strategies Co-opt your customers
- 49. the must havesin a brand nation ▪ engaging ▪ scalable ▪ everywhere ▪ measurable @katykeim #L2LTour 52
- 50. engaging through interactionstyles forums ideas reviews contests q&a videos @katykeim #L2LTour 53
- 51. engaging through reputation& recognition @katykeim #L2LTour 54
- 52. scalable through peerto peer @katykeim #L2LTour 55
- 53. scalable through superfans’influence Aandms KachiWachi RealGeorgeW Distinguished Trusted Contributor Counsellor Logitech Legend Member: 3/2010 Member: 2/2009 Member: 5/2006 2161 Kudos 322 Kudos 748 Kudos 9,369 Posts 4,527 Posts 45,136 Posts 378 Total Tags @katykeim #L2LTour 40 Total Tags 56
- 54. scalable through superfans’influence @katykeim #L2LTour 57
- 55. scalable through superfans’influence @katykeim #L2LTour 58
- 56. everywhere. where yourcustomers are. owned community sites Facebook mobile & Twitter enhancing the in-Store experience @katykeim #L2LTour 59
- 57. everywhere. definitely onfacebook @katykeim #L2LTour 60
- 58. measurable insights, engagementand response @katykeim #L2LTour 61
- 59. Sometimes, love is notenough. 62
- 60. Sometimes, love is notenough. 63
- 61. brand nations growbrand loyalty @katykeim #L2LTour 64
- 62. brand nations drivesales @katykeim #L2LTour
- 63. brand nations reducecosts @katykeim #L2LTour
- 64. brand nations accelerateideas @katykeim #L2LTour
- 65. next steps 1 today 2 this month 3 before Dec 1 3 months free let’s discuss your let’s discuss your 3 months free meet customers meet customers with a one year with a one year needs and brand needs and brand and view demos and view demos subscription to subscription to report report LevelUp or SMM LevelUp or SMM @katykeim #L2LTour 68