Apresentação de Ivano Salogni. É actualmente o Sales Manager da Lithium e responsável por toda a região centro e sul da Europa. Na sua intervenção, Ivano demonstrou de como envolver o seu negócio no Social Media é diferente de fazer algumas actividades privadas no Facebook e Youtube. Esta apresentação decorreu no dia 12 de Outubro de 2011 no Fórum Tecnológico de Lisboa, enquadrada no evento CRM Acceleration 2011, o evento dedicado ao Social CRM organizado pela DRI (www.dri.pt), Gold Partner da SugarCRM e Platinum Partner da Lithium em Portugal. Obtenha mais informações em www.eventocrm.com

1. Success with your
Social Media Engagement
Lisbon, 12th October 2011
Ivano Salogni
Sales Manager Southern & Central Europe
ivano@lithium.com
+41 79 709 8046

2. Imagine social customers creating
awareness, generating leads, and helping
their peers to buy the right products.
Cool……. 
3

3. Social CRM
With Paul Greenberg, we define social
CRM as a business strategy and set of
technologies that maximize the value of
the customers' conversations, both for
customers and for the business.
4

4. Agenda
 Where to start?
 What works, what goes
wrong?
 Key elements to ensure
success for your Engagement
in Social Media
 What did our customers
achieve?
5

5. What is happening right now out there?
Your customers are acting
whether you participate or not
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6. Business hasn’t changed - Your customer has!
You have a reputation online,
whether you like it or not …
Consumers actively talking about
you, whether you participate or
not, forcing transparency
Consumers will trust that
reputation more than anything
else
You have choices:
• Ignore
• Broadcast
• Engage
7

7. Business hasn’t changed - Your customer has!
Social Customers are …
Connected Empowered Impatient Untrusting
22 hours/week online Avg. Facebook user: 130 friends 74% expect a response from 17% of consumers trust
5+ hours/week in social media Avg. Twitter user: 300 followers a company online. In one hour. corporate or product advertising.
8

8. Social Customers
98% Internet users go to the internet to get
information about the product they buy
Source: Fleishmann-Hillard/Harris Interactive
9

9. Let’s talk about business needs
…We want to have a social media
presence, because all other companies
have one …
…let’s do some Facebook and Twitter…
…we already have 100’000 fans…
10

10. Let’s talk about business needs
Social Media Engagement is not a
“me too” exercise!
It is all about business:
1. Grow Revenue
2. Reduce Costs
3. Fuel Innovation
11

11. Before starting your engagement…
What do you want to achieve?
Why do you want to achieve it?
How do you want to achieve it?
12

12. The Commonest Question
“Where should we start
our social media
engagement?”
13

13. Brand Communities are at the Heart of
your social Strategy
78% of consumers have joined a company’s
community to get more information on the company
66% of community members say that the community
has made them more loyal to the brand
71% of community members say that they are more
likely to purchase from a brand
source: universal mccann
14

14. Forums
Forums
and more
Ratings & Blogs
Reviews
Web
Site Ideation
Q&A and more
Knowledge
Base The
Blogs Enterprise
Social
Ecosystem 15

15. Ensure Success
Be careful: social is
not just another
channel!
The social customer is changing the
consumers’ relationships with
companies
16

16. the social media journey
stage 5
fully engaged
stage 4 Social engagement between
customers and employees
real results are part of the company’s
DNA
Social engagement drives
stage 3 real business results
stage 2 operational
stage 1
experimental Social engagement becomes
traditional
more embedded in business
Dabbling in social but
Traditional, command and operations
disconnected to business
control business operations
operations using one-way
communication
@katykeim #L2LTourview
source: ant’s eye

17. Where are you?
stage 5
fully engaged
stage 4
real results
stage 3
stage 2 operational
stage 1
experimental
traditional
listening facebook page brand community customer lifecycle enterprise integration
twitter response center social hub integration app for all employees
corporate blogs gamification systems business system exec dashboards
integration
central data and analytics
measurement
share of voice followers customer engagement revenue uplift competitive differentiation
customer sentiment fans organic traffic call deflection share price
press mentions likes word of mouth @katykeim #L2LTour
customer loyalty
net promoter score
18

18. Consider some key rules/experiences
Social Web is driven by Influencers
Influencers require an engagement model
to be harnessed – so nurture them
Engagement comes from Know-How, not
Technology
19

19. Where should we start?
So if you start with monitoring:
Everything fine now?
Not really...
20

20. … or is it better to start with and ?
“We are going to fish
where the fish are”
▪ Who follows you and why?
▪ What benefits do your followers
and friends create?
21

21. Like us, follow us ……. Why should I?
Brian Solis, 12th August 2011:
▪ …In fact, I believe that “why?” is the
least asked question by businesses in
social media today.
▪ The questions businesses should be
asking, even before they create a social
presence whatsoever include:
• Why should we have a presence in
Facebook, Twitter, et al.?
• Why would consumers connect with us
now and stay connected over time?
▪ Consumers will expect businesses to
think through these questions carefully …
Do you know what your customers expect,
did you ask them?
22

22. Companies waste their money with Facebook
Abraham Seidman:
▪ …there is no return on the 2 billion USD
invested by companies into Facebook
activities just for broadcasting their
company news….
▪ …. Companies should enable the
dialogue with the customer … bringing
together customers in a kind of a
moderated fan club ….
http://www.tagesanzeiger.ch/digital/wild-wide-web/Firmen-verschwenden-ihr-Geld-auf-Facebook/story/12512872
23

23. Agenda
 Where to start?
 What works, what goes
wrong?
 Key elements to ensure
success for your Engagement
in Social Media
 What did our customers
achieve?
24

24. Common Mistakes and Sacred Cows
▪ Sacred Cow #1: You don’t own the community,
the community owns the community
Do not over-control the community, let the
dynamics play. But as owner you have
responsibility to be a good host.
▪ Sacred Cow #2: Start by listening
A listening strategy is key to managing a
successful online presence, but brands and
organizations also need to interact.
▪ Sacred Cow #3: Go where your community is
Many organizations are doing a poor job of
evaluating the opportunity for community on their
own domain, and are setting up outposts on large
social sites like Facebook because it is
relatively easy and initially inexpensive.
http://www.onlinecommunityreport.com/2010/03/3-sacred-cows-about-online-communities-that-need-to-be-challenged
25

25. Social Customer Behave on Facebook
▪ Key Figures
• 38% do not want to see the
news in their feed
• 51% rarely or never visit a
brand again once they have
liked it
• 71% have become more
selective about what brands
they like
http://www.marketingcharts.com/direct/overposting-drives-away-facebook-fans-16055/ 26

26. So where should you start?
Prepare a platform where your influencers
can engage
Find and attract the influencers
Engage in social media with a centralized
and integrated approach – avoid silos
28

27. On your way to a healthy community:
Three Rules
At any given time, 90% of users
90-9-1 browse, 9% contribute casually, and
1% contribute frequently.
Within a 30-day period, 10% of the
people who see an invitation to
30-10-10 community will come, and 10% of
those will post.
An average of 5-10 posts per day
5-10 per forum or more is the point at
which communities begin to grow
consistently.
29

28. Agenda
 Where to start?
 What works, what goes
wrong?
 Key elements to ensure
success for your Engagement
in Social Media
 What did our customers
achieve?
30

29. Influencers at Epicenter
Authentic
content
comes from
Millions of followers
influential
Hundreds of relevant consumers
and widely read
reviews
31

30. Engagement Models are Needed
Influencers can
be nurtured
through
rewards,
reputation,
and game
dynamics
32

31. Success Factor #1: Find Influencers
Imperative to find the influencers
and listen to what they say...
33

32. Success Factor #2: Engage Influencers
... engage them as they engage your brand! Through
your forum, websites, social networks …...
34

33. Success Factor #3: Apply Community Know-how
Technology Technology + Expertise
“Success is only 20% technology…… 80% is a
combination of internal changes, services, and support.”
Forrester Wave Community Platforms, January 2009
35

34. What does it take to succeed?
Lithium provides you the three key elements to ensure success
1. A complete solution that meets the needs of your users, your staff, and your
organization:
• Modular Offering with specific Business Solutions
• Interconnected: Interfaces, Connectors
• Accessible from PC and Smartphones
• Optimized for search engines and with proven scalability
2. Proven methods for putting that solution to work
• Lithium Best Practices
3. Metrics and analytics to drive brand advocate cultivation, insight and action
• Lithium Insights and Benchmarking
36

35. Agenda
 Where to start?
 What works, what goes
wrong?
 Key elements to ensure
success for your Engagement
in Social Media
 What did our customers
achieve?
37

36. how lithium can help
stage 5
fully engaged
stage 4
real results
stage 3
social suite
stage 2 operational crm integration
stage 1
experimental
traditional business apps dashboards
social support rest apis
community social commerce
social web social marketing
mobile
level up
social media monitoring customer intelligence center

37. When it all comes together
Customer influencers or
super-users drive success:
“90-9-1” Rule
Average value of an influencer
from € 50’000 to
€ 250’000/year
Reputation Engine identifies,
cultivates,
and grows the base
influencers
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38. It works for all industries…
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39. When things go right …
Best Buy in the Top 25 Social
Brands 2009
Sold 40% more Laptops
Reduced Customer Complaints by
20% in the first year
Lithium provides 5 m USD/year of
value to Best Buy
Best Campaign in 2010: Cannes Lions
http://forums.bestbuy.com/bb/ 41

40. It Works For Passion-Driven Brands
Very active Social Presence prior to start of
own branded community:
• > 865,000 Facebook fans
• > 95,000 Twitter followers
Goal: Capture the Conversation
• Sephora = Beauty
• Beauty Mavens = Word of Mouth
Results:
• Active members buy 2.5 times more
• Superusers buy 10 times more
• Over 1.6 m active Facebook fans
• Superusers are 36.5h/week online in
the community
http://www.sephora.com/beautyadvice/
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41. It Works For New Companies
Community runs all customer support
(no call centre)
• Average response time for questions
is within just three minutes (24/7)
• 95% of questions answered in
under 60 minutes
• 90 ideas implemented, 80 in
development
Winner of Forrester’s 2010 Groundswell
Award
(Category: Embracing B2C International)
http://community.giffgaff.com/
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42. It Works For New Communities
Online Support Community launched in
March 2011
Within days the community was vibrant:
• 150 new registrations and 25,000 page
views per day
• 20,000 cases handled and $150,000
return within two weeks
We thought it would take months before we
had a vibrant community with active brand
advocates answering all the questions - but
it all came together on Day two!
Kenneth Refsgaard, Project Manager Customer Care, TomTom
http://discussions.tomtom.com/ 44

43. When it Works...Unbeatable!
Their voice becomes the Ad ….
The Ad becomes the Content ...
... and your Customer
does the distribution
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44. Thank you!