The Lithium Likes to Loves Tour Orange County - Edelman and Verizon

1. Building a Brand Nation
September 14, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
Orange County We’re Tweeting! Join
the conversation at #L2LTour

2. breakfast
networking
information
2

3. context
possibilities
next steps
3

4. why likes to loves?
@katykeim #L2LTour 4

5. transformation
@katykeim #L2LTour 5

6. to
@katykeim #L2LTour 6

7. reinventing the
telecom company
@katykeim #L2LTour 7

8. the change in the 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

9. @katykeim #L2LTour 9

10. @katykeim #L2LTour 10

11. from advertisements to peer trust
of consumers trust of consumers trust
14% advertisements 90% peer recommendations
source: july 2009 nielsen global online consumer survey
@katykeim #L2LTour 11

12. @katykeim #L2LTour 12

13. the change in the business
Passionate,
engaged social
customers Your Brand
who love you, Nation
not like you
@katykeim #L2LTour 13

14. we build brand nations
vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 14

15. @katykeim #L2LTour 15

16. real thinkers
real customers
real possibilities
real results
16

17. Michael Brito Rebecca Carroll
SVP, Social Business Community Manager
Planning
@katykeim #L2LTour 17

18. The Growing Influence of the
Social Customer
Sep 14, 2011
Michael Brito, SVP Social Business
Edelman Digital
@Britopian
Orange County We’re Tweeting! Join
the conversation at #L2LTour

19. Customer expectations on the rise
Cone 2009 Study Cone 2010 Study
59% use Social Media to interact with brands 78% of use Social Media to interact with brands
93% believe a company should have a presence in social 37% of users engaging companies or brands via new media at
media least once per week
43% of consumers say that companies should use social New media expect companies or brands should not only have
networks to solve the consumers' problems a presence in new media (95%) but also interact with their
consumers (89%).
41% believe that companies should use social media tools to
solicit feedback on products and services
@katykeim #L2LTour 19

20. A day in the life of the social customer
▪ The customer journey is
dynamic; and always changes
▪ Brands need to have multiple
customer touch points to break
through the clutter
▪ Customers need to hear things
3 – 5 times before the actually
believe
@katykeim #L2LTour 20

21. The social customer & brand experience
The Informed
(e.g. research products online)
Brand Discovery: The Participant
(e.g. participate in a brand
Google Search, Word of Mouth experience)
The Opinion Sharer
Brand Participation: (e.g. post review)
Fanning, following, liking
Brand Sharing:
Easy, habitual, publishing
The Advocate
(e.g. encourage friends to
Brand Advocacy: purchase)
Creating content, sharing, defending
@katykeim #L2LTour 21

22. The new purchase funnel cycle
▪ The goal of every brand should be to
transform the social customer into an
advocate
▪ Advocates talk about the brand, even
when the brand isn’t listening
▪ Advocates are trusted among their
peers and within their micro
communities
▪ Advocates are aiding and influencing
others down the purchase funnel
@katykeim #L2LTour 22

23. Customers seek help when making purchase decisions
Consumers turn to product/service information and customer reviews, but blogs are
gaining traction. Before deciding whether to purchase, consumers go online to:
@katykeim #L2LTour 23

24. The social customer influences others
Negative information is just as powerful as positive
in influencing consumers’ purchase decisions
@katykeim #L2LTour 24

25. Next Steps
1 2 3
Prepare to scale
Conversational audit & internally i.e. hiring
Establish a
determine if you can community managers,
measurement
add value to the escalation/moderation
framework
conversation and social media
policies
@katykeim #L2LTour 25

26. Thank you!
Michael Brito
Social Business Planning
Edelman Digital
Michael.Brito@edelman.com
http://www.britopian.com
http://twitter.com/Britopian
@katykeim #L2LTour 26

27. Becky Carroll
Community Program Manager, Verizon
Author, The Hidden Power of Your Customers: Four Keys to Growing Your
Business Through Existing Customers
@bcarroll7
Lithium Likes to Loves Tour
September 15, 2011

28. 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

29. Verizon: IdeaExchange
Social Media is not
a campaign.
It is a Relationship.

30. Expanding from Support
to Engagement
Verizon: IdeaExchange
Verizon Community
IdeaExchange
http://community.verizon.com
Launched: August 2008

31. Open Innovation:
Anyone, anywhere
Verizon: IdeaExchange
IdeaExchange
http://verizon.com/ideas
Launched: July 2010

32. 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

33. 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

34. 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

35. FiOS TV IMG 1.9:
A Huge Success With Customers
Verizon: IdeaExchange
“Love the new
guide!:)”
“Wow.
Impressive.”
“I IMG 1.9.”
“Whoohoo. The guide
is finally in HD.”

36. 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.”

37. 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

38. 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

39. Community
Verizon: IdeaExchange
IdeaExchange Call to Action:
Start by Listening

40. 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

41. the must haves in a brand nation
▪ engaging
▪ scalable
▪ everywhere
▪ measurable
@katykeim #L2LTour 41

42. engaging through interaction styles
forums ideas reviews
contests q&a videos
@katykeim #L2LTour 42

43. engaging through reputation & recognition
@katykeim #L2LTour 43

44. scalable through peer to peer
@katykeim #L2LTour 44

45. 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 45

46. scalable through superfans’ influence
@katykeim #L2LTour 46

47. scalable through superfans’ influence
@katykeim #L2LTour 47

48. everywhere. where your customers are.
owned
community sites Facebook
& Twitter mobile
enhancing the
in-Store experience
@katykeim #L2LTour 48

49. everywhere. definitely on facebook
@katykeim #L2LTour 49

50. measurable insights, engagement and response
@katykeim #L2LTour 50

51. Sometimes, love is
not enough.
51

52. Sometimes, love is
not enough.
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53. brand nations grow brand loyalty
@katykeim #L2LTour 53

54. brand nations drive sales
@katykeim #L2LTour

55. brand nations reduce costs
@katykeim #L2LTour

56. brand nations accelerate ideas
@katykeim #L2LTour

57. 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 57