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Tapping The Power of the Groundswell
1. Tapping The Power Of The Groundswell Charlene Li Altimeter Group June 5, 2009 If you would like a copy of the slides, please leave a business card with me.
2. Welcome to the Groundswell Where social technologies enable people to get what they need from each other
6. 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
10. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
28. Sharing activities to networks Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch
29. Aggregators can build rich profiles Who I email the most Who I meet with Who I call What I read and share What sites I visit What I buy Who I know, what I did
32. “ Birds of a feather shop together” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
38. Have a plan to deal with different social media mindsets Find the “moments of faith” and “moments of crisis” for each mindset Insecure Confident Dependent Independent
39. #2 Start small, but start now Tactics Audience Goal Revolutionary
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41. Get your backend data in order Have a single identity for all customer records Understand new data standards of the open social Web Integrate mobile
42. #4 Prepare for a new organization New forms of leadership will be needed
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44. #5 Measure the right things Your goals determine your metrics Use the same metrics as your marketing goals
45. Example “micro” metrics Goal Metric Value Learn # of customer feedback Impact of faster, better insights Dialog # of people reached # of interactions Awareness Faster, more sales Help # of issues addressed Customer satisfaction Innovate # of implemented ideas Faster, better development
46. Higher order metrics to consider How likely are you to recommend this to someone you know? Net Promoter Score Lifetime revenue Cost of acquisition Cost of retention Customer referral value (CRV) Lifetime Value
47. #6) Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor