Axa Assurance Maroc - Insurer Innovation Award 2024
Lithium Likes to Loves Tour Orange County
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
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
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
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
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
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
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
Notas do Editor
We’re here to tell you that it’s okay
You want context so we’ll provide educationYou want possibilities so we’ll show you clients with imagination & moxieYou want a roadmap so we’ll help you to see what’s next
In a brand nation, your customers are part of what you do – deeply involved.
And it’schanged a lot.Silicon Valley
This presentation will showcase a variety of sections and pages on both Verizon.com and My Verizon that demonstrate the breath and depth of our ongoing transformation... we’ve launched innovative service features, re-designed sections for a better user experience and added brand new content for more robust, rich, value-added customer experiences.
# total interactions on our platform.
What and How
Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff
Sephora’s community fans spend twice as much as regular shoppers, and their superfans are spending 40 hrs a week online and spending 10x that of a regular client. Impressive stuff