The PMN Inaugural Webinar: How To Spark A Conversation Revolution -- AND Keep Your Job! Featuring Noted Social Media Expert and Co-Author of "Groundswell: Living In A World Transformed By Social Technologies" Charlene Li

1. January 30, 2009 WELCOME How To Spark A Conversation Revolution – AND Keep Your Job! 332 – THANK YOU!

4. How To Spark A Conversation Revolution — AND Save Your Job Charlene Li Founder, Altimeter Group Co-author of “Groundswell”

7. How most marketing works

8. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies

10. Start with clear goals

11. Oracle’s big gamble Oracle put a roadblock on its own home page to encourage feedback/ideas Executives participated in the online community

12. Let’s talk about taxes

13. Wells Fargo Wachovia Blog

14. Dialog with Frank Eliason, Comcast

15. Dawn supports with reviews

16. Starbucks innovates with customers 50 employees participate in the process, representing every department

17. Getting Started a.k.a. Convince the Curmudgeon

19. “ Who owns community?” is really three questions Who will pay for the efforts? Who benefits the most? Who is best able to run the project? Who is closest to the audience? Who can inspire and lead? Who can clear the roadblocks?

20. #2: Start small Experiment Listen first

21. #3 Use the right metrics Your goals determine your metrics Use the same metrics as your marketing goals

22. Example “micro” metrics

23. 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

24. #4: Get the help you need See a list at wiki.altimetergroup.com

26. #5 Prepare for failure Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Prepare everyone for the inevitable failures.

27. Wal-mart failed many, many times

28. Buyer blog hit the right note

29. Photo: Kantor, http://www.flickr.com/photos/kantor

30. An essential tool to have

32. May the groundswell always be with you. Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Copyright © 2008 Altimeter Group

35. THANK YOU [email_address] [email_address] [email_address] Start and continue the conversation.