Get Real Presentation featuring: Katy Keim, CMO, Lithium - Sean O'Driscoll, CEO, Ant's Eye View - Barry Paperno, Consumer Affairs Manager, FICO.
For more information, please visit http://lithosphere.lithium.com
6. ‘All you vendors come through my door, and it sounds amazing. But it’s pretty tough to tell what’s real.’ CMO, Fortune 500 Company A Confession @katykeim
7. It’s Hard For Us Too We have 80,000 fans on Facebook, 25,000 on Twitter and a blog. We have a strategy. @katykeim
8. Real or Fake? hi, I’m really disappointed about this <blank> laptop, I used it to play games, works very slow, sometimes shuts down, so never want to get <blank> again. @katykeim
9. Real or Fake? Said it before, saying it again <blank> ur online system SUCKS. US Bank urs is pretty fine @katykeim
10. Real or Fake? Yet another thing I LOVE about <blank>... they always offer me my 4pm checkout at the time I arrive @katykeim
11. Tapping the Conversation & Getting Results Real Results with Social Customers Katy Keim Chief Marketing Officer, Lithium @katykeim
12. A mobile / cellular provider builds a completely new business with just over a dozen people, embracing its passionate user community and passing the savings back to the subscribers Let’s Get Real @katykeim
14. Let’s Get Real A Fortune 100 can transform its business to engage customers in all social channels, saving the company millions and blow customer loyalty through the roof @katykeim
15. Hewlett Packard $10M saved in call deflection Positive sentiment▲ by 300% Negative sentiment ▼by 50% 300% increase in search engine placement for top keywords @katykeim
16. What is Success? Lasting Value Deep Engagement Measurable Results @katykeim
17. Getting to the Engaged Enterprise Sean O’Driscoll CEO, Ant’s Eye ViewSean@antseyeview.com @seanodmvp
18. Who is Ant’s Eye View? Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations. @seanodmvp 17
20. Conversation = The Experience Economy The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower. To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time. Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources. To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise. @seanodmvp
21. Conversation = The Experience Economy The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower. To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time. Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources. To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise. Features & Price Employee Expectations Influence Model Changes Win on Relationships @seanodmvp
70. Participatory Marketing StrategyAssessment: < > is currently in Stage 1. Some executive support and internal excitement, but engagement activities are fractured. No centralized team, strategy and measurement makes it tough to completely align and move forward to Stage 2. 23 @seanodmvp
80. Our Path to Social Success Real Results with Superusers Barry Paperno Consumer Affairs ManagerFICO
81. Our Path to Social Success Building the social strategy Overcoming obstacles Real results
82. Why an Online Community? Specific business goals Regulatory compliance * FICO score explanations * Prohibits credit advice for sales Call deflection Drive usage with UGC
83. How Community Helps Regulatory compliance * Via peer to peer info & sharing personal experiences Call deflection * Via user generated content & loyal customer participation Drive usage with UGC * Engage superusers as community leaders & volunteer moderators
84. Navigating the Way Internal concerns against Community * Public disclosure of proprietary information * Credit repair discussions promoting illegal activity * Publication of inaccuracies * Negative comments toward FICO & top clients
85. Overcoming Objections Develop strong guidelines & tone * Legal - strict credit repair forum requirements * Score development - apply same proprietary boundaries as customer service agent training * Product management – high visibility of product issues helps resource justification
86. The Results Show Members spend 41% more Community Conversion = 8% of sales Call Deflection = 8% Community URLS = 39% of inbound traffic ROI = 380%
89. Social Needs to Deliver on Multiple Levels Consumer Insights Skills & Know How Full-service The Marketer Business Solutions Analytics Benchmarking The Company Consumer web experience Authentic, real-time response The Customer
90. How Lithium Can Help Communityhosted by you Conversationson the social web One set of customer insights @katykeim
Editor's Notes
Let me tell you a bit about the inspiration for the tour.I was interviewing 20 CMOs and VPs of marketing for some of our own work. Here’s what one of them said to me. There is a very popular website which is called what the bleep is my social media strategy.
A mobile network run almost completely by the community! 13 staff members totalSupport, help, advice from other members – and only talk to call center agents if still unresolvedMarketing mostly driven by community also, with youtube videos, spreading word using the community to twitter, facebook. Members get points for doing those actionsLaunched two iphone apps and nokia app to manage their accounts, rewards, and to access the community… created by members!As a result they can charge the lowest rate of any provider, and still be profitable.
Cmo’s biggest problem – searchWon two awards, lois is a hero at hp, known by her first nameDefacto provider of social technologies to HP, over 10 deployments, and another 20+ in queueThere is a person with a title of Lithium, procurement
Success isn’t just Fans and Follo
Credit Repair Organizations Actcredit score information => credit advice => credit repair10% of customer service calls = credit “advice/repair”Advertising budget = $0
CROA – class action w/Equifax 2006credit score information => credit advice => credit repair10% of customer service calls = credit “advice/repair”
Also…Corp marketingPR
Conversions 2% = not setup for conversions, i.e. no marketing copy, calls to action, links to product pages in posts, etc.17% of site visits start at a community pageAll time average speed of answer = <7 minuteshighest number of page views (by a factor of >2) than any other page on the siteROI – 3.8xDuring the first two years…the average myFICO customer increased spending by 66% after registering for the communitycommunity URLs accounted for 39% of all myFICO.com traffic from search enginesMonthly/total to date metrics4-5K new registrations/month (365K total)10-15K message posts/month (700K total)100-125K searches/month (7MM total)
And that maps to what we deliver on from a value proposition.LITHIUM DELIVERS SUCCESS AT 3 LEVELSWE WON”T LET THEM FAIL - our gaming dynamics will make sure the community is vibrantWE’LL PROVE THE VALUE – we’ll give them the analytics, benchmarking and real business solutions to show this to the organizationWE’LL SHOW THEM HOW – this is a nascent market; buyers still need full service solution, skills and know how to succeed.
Find key conversationsLocation passionate usersBuild a platform to engageCreate insights to take actionNurture and reward customers