1. 9/30/2011
How to Use Social Currency to Identify
Your Brand Influencers
Oct 5, 8:45am - 9:45am
Dan Ziman and Becky Carroll
Engagement is not a fad.
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2. 9/30/2011
Where are we?
Stage 3
Pro
• Cross-function team & goal
Stage 2 • Directly impacting results
Operational • Very strong exec support
• Brand monitoring
Stage 1 • Executive engagement
• Baseline metrics
Experimental
• No ready to commit to results
• Skeptical or no exec sponsor
• Silo effort
Business hasn’t changed, but
the customer sure has…..
22 hrs/week online Ave. Facebook 74% expect a A mere 17% of
5+ hrs/week user: 130 friends. response from consumers trust
in social media Ave. Twitter user: a company corporate or product
300 followers online in 1 hour advertising
Lost in translation
Does the customer ever
speak your language?
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3. 9/30/2011
74% of CEOs also say marketers
focus too much on the latest trends, such
as social media, but can rarely
demonstrate how these trends can help to
generate more business for the
company.
- Marketing Week, June 15, 2011
LET’S CHANGE THIS GAME
Capture our beauty
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4. 9/30/2011
Wherever our clients shop
Breaking down the barriers
WHAT’S A SUPERFAN
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5. 9/30/2011
Are you managing to the right outcome?
Brand, Margins, Revenue, Retention C-Suite
“I totally recommend
Influence
that product.”
Traffic Sentiment
“I buy from Page Views Email Department
that company.” Posts Ads Objectives
“I checked out
their products.”
Order Value, Channel Sales eCommerce Reach
Ideas, Reduce Support Costs
“I know that
company.” Likes Fans Views Heard Passive
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6. 9/30/2011
INSPIRE YOUR
CUSTOMERS
• BeautyTalkers spend
2.5x more $$$s
• Superfans spend 10x
more $$$s
• Average superfan
spends 36.5hrs/week on
BeautyTalk
FOSTER BRAND PRESENCE
•66% increase in likelihood
of buying
•44% increase in average
amount spent
•Community now attracts
40% of all FICO traffic –
and over 850k customers
served.
Creating web traffic
60% of the lithium.com unique visitors come from
direct or google organic search
And, 40% of the lithium.com
unique visitors come from
referring URLs
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7. 9/30/2011
Takeaways
WHAT CUSTOMERS WANT WHAT THEY DON’T
• Feel important •Part of a campaign
• My feedback counts •An end-user
• Appreciate being a •“Like you” because
brand fan you want “likes”
• Thanked, Loved!
So, now what?
• How to be a “customer champion”?
• What is the structure for customer
engagement?
• Do customers really ROCK?
Social Media is everywhere
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8. 9/30/2011
Customers want freebies…
Source: Cone Survey 2010
Social Media is not a
campaign, it’s part of a
strategy to build
relationships
Four Keys to Grow Business
Through Brand Advocates
Relevant marketing
Orchestrated customer experience
Customer-focused culture
Killer customer service
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9. 9/30/2011
Sanuk knows their customers –
and loves them back
“We love Sanuk together”
CEMEX
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10. 9/30/2011
Advocates get involved…
Engaging
Brand Advocates
Relevant marketing
Orchestrated customer experience
A coordinated, personalized experience your
competitors cannot easily duplicate
Customer-focused culture
Killer customer service
The experience is everything…
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11. 9/30/2011
Mixing Offline with Online:
Domino’s Pizza
Customer poses for photo-op
Pizza box fliers promote Twitter
Source: Social Media Examiner
Engaging
Brand Advocates
Relevant marketing
Orchestrated customer experience
Customer-focused culture
Customers are in the DNA of the business
Killer customer service
It’s about the people…
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12. 9/30/2011
FreshBooks focuses
on customers
“We don’t have a social media strategy,
we have a relationship strategy.”
Engaging
Brand Advocates
Relevant marketing
Orchestrated customer experience
Customer-focused culture
Killer customer service
Positive interactions that get virally shared
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13. 9/30/2011
More than just lip service…
Go where your customers are
Delight Your Advocates
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14. 9/30/2011
Innovate
Verizon Idea Exchange
Open Innovation: Anyone, Anywhere
http://verizon.com/ideas
Launched: July 2010
Verizon FiOS TV and
Customer Collaboration –
IMG 1.9 Sneak Peek
IMG 1.9 Verbatims
 Created a 1.9 Sneak Peek for community First off, thank you for letting
members, administered via private us customers have 1.9 early
discussion board in the forums and offer our sincere
feedback. This is truly
appreciated and means so
IMG 1.9 Customer Verbatims:
much to me and shows
Verizon dedication to making
FiOS the best!
“Wow.
“Wow. - Email to Joe Ambeault
Impressive.”
Impressive.”
“1.9 FLIES on
“1.9 FLIES on
(1/21/11)
a 7232”
a 7232”
“Whoohoo. The
“Whoohoo. The But, the best part was getting
guide is finally in
guide is finally in to work with the people inside
HD.”
HD.” “I heart IMG
“I heart IMG of Verizon. It really changed
1.9.”
1.9.” my view of the company in a
“Love the new
“Love the new very positive way.
guide!:)
guide!:) - DSL Reports (4/21/11)
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15. 9/30/2011
Verizon Ideation Process
Leverages Social Media
 We listen to customers
 We open our product development process
“Over 90% of our latest release
has been suggested, or
refined by our customers.”
Verizon: Measuring Success
 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
When I get back to the office…
• Make customer engagement a long-term
strategy
• Metrics associated to conversions, not volume
• Ensure my social media strategy is associated to
a business outcome
BUT
• Reward my fans in their language, their interests
& their needs
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16. 9/30/2011
Let’s have a conversation
Becky Carroll Dan Ziman
Author, The Hidden Power of Your VP, Corporate Marketing
Customers
becky@petraconsultinggroup.com dan.ziman@lithium.com
+1.858.481.6373 office +1.650.740.2662 mobile
+1.858.692.4778 mobile
Business Blog - http://customersrock.net
@lostintheflog
@bcarroll7
www.linkedin.com/in/dziman
http://www.facebook.com/rebeccacarroll
Lithosphere Community
http://www.linkedin.com/in/beckycarroll
BOOK
http://facebook.com/TheHiddenPowerOfYourCu
stomers
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