Class 5 ppt

Video – what is the Internet? -‐ h2p://youtu.be/JUs7iG1mNjI Key consideraDons: CompeDDon Even use it – or wait to see how other people or companies use? Benefits? External consultant Phase it – internal first Cost, infrastructure Acceptance of it – change management Disk – who you give it to? EvoluDon of fax machine – frame of reference Early to mid-‐90’s : long before social media How do you determine its value? Is it going to be worth it?

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Don’t get caught up in the tools/technology Copying compeDtors is not a strategy CreaDng a presence and using the tools is not a strategy Goals/ObjecDves (Ded to organizaDon goals/objecDves) Audience (from last class) Something to bring to the table (including the ability to deliver) – topic from WOMM, content + infrastructure (people, training, execuDon/maintenance) Plan – a2ack one idea, opportunity or challenge (gain momentum and internal support to go a_er the next big thing)

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People – Who is your target audience? What are they ready for? How do they parDcipate? ObjecDves – what are your goals? E.g. MarkeDng (talking), Sales (energizing best customers), Internal collaboraDon etc. Strategy – How do you want relaDonships with your customers to change? Answering this helps you to plan for that desired outcome + measure it. Also, you’ll need buy-‐in from people in your org. who might feel threatened Technology – what will you build?

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Listening: research to be2er understand customers (e.g. insights for markeDng, product development or reputaDon management). Monitoring vs. focus groups and surveys.

Talking: to spread message about your company (extend current channels to more interacDve media). ParDcipaDng in two-‐way conversaDons vs. just outbound communicaDons (to vs. with). Energizing: find your most enthusiasDc customers and supercharge their WOM (best if you know you have some – soc med just makes it easier to find/a2ract and engage). Help them sell to each other.

SupporDng: help customers support each other (companies with significant support costs and who have a natural affinity for each other). Enable customers to support each other. Embracing: integrate customers into the way your business works (e.g. design new products). This is the most challenging and best suited for companies who have succeeded with one of the other four goals. Help customers work with each other to improve your products or services.

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Comcast Cares – Frank Eliason (customer service manager) started with blogger outreach, help forums etc. and moved into Twi2er (2,000 tweets a day) h2p://www.openforum.com/idea-‐hub/topics/the-‐world/arDcle/how-‐to-‐use-‐twi2er-‐to-‐support-‐customers-‐guy-‐kawasaki Xbox – “Elite Tweet Fleet” is the world record holder (most responsive brand on Twi2er); “Our ability to idenDfy and fix emerging issues is so much faster with our ears to the street.” a good match in the audience. Most of the tweets wouldn’t reach the call center. h2p://www.socialmediaexaminer.com/how-‐microso_-‐xbox-‐uses-‐twi2er-‐to-‐reduce-‐support-‐costs/ Also, Gatorade “command center”, Dell, AT&T, Best Buy’s Twelpforce, Super Bowl, Southwest Airlines and Oregon Ducks (video on next slide)

For example, Blendtec's "Will It Blend?" YouTube campaign (just as easily converted into an infomercial) showcased the company's blender power in a very a2enDon-‐gemng way. The campaign was such a huge hit that within two years, retail blender sales increased by 700 percent! h2p://youtu.be/l69Vi5IDc0g

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The Great Bacon Barter Right now, somewhere out there, there's a man on the loose with 3,000 pounds of bacon. Josh Sankey has no cash, no credit cards -‐-‐ just a trailer full of delicious bacon. His plan: To drive from New York to L.A. and barter his way there. The project -‐-‐ which is sponsored by Oscar Mayer -‐-‐ is to find out if America loves bacon as much as it loves money. It's one big awesome stunt, and if Josh can deal his way to L.A., he'll have spread a whole lot of bacon love and started a whole lot of conversaDons. The lesson: Hey, maybe people don't love your stuff as much as they love bacon. But, then again, some probably do. Is there a fantasDc trade out there you could pull off to get people talking?

h2p://www.baconbarter.com/ Another example: Groupon

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h2p://youtu.be/mDpgzn7KuzE

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Bearing Point – large IM consulDng firm (competes with Accenture, IBM and HP). Needed a way to their soluDon to the problem and prove it was be2er than the other guys. Started as an internal platorm, then opened to everyone (e.g. clients and even compeDtors). Brings all of the IP (methods, philosophies, principles, definiDons) in one, collaboraDve place. Works because it’s such a complex, shared problem (and the soluDons costs a LOT of money). BP puts itself at the center point of an accruing collecDon of new IP. Makes money from visitors and for appearing larger than it is. MIKE – Method for an Integrated Knowledge Environment

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h2ps://forge.localmotors.com/pages/program.php

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h2ps://www.facebook.com/Dominos?sk=app_304770852886788 Also, Gatorade and Cheez-‐It (new flavors), mystarbucksidea.com and ideastorm.com (Dell)

Create a plan – what you will do first, how you will measure success, and how you will build on that success Consequences – think through what the end game looks like (e.g. in terms of relaDonships, major company funcDons etc.) Person in charge – right amount of clout within the org. + Ded to the right objecDve you’re pursuing – e.g. CMO, CIO, head of R&D (regardless, report to the CEO how it’s transforming your business) Partners – find one who understands what you’re a_er Commitment – constantly aware of the challenges and prepared to fix/course-‐correct; things will go wrong! Diagnose how it is failing (POST) and adjust; not a campaign (on/off switch)

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First part of the book – why people talk and how businesses can work with WOM The rest – pracDcal Dps to get and keep people talking Examples – seeds for ideas (templates) and not copycat – WOM works when it’s unique (otherwise people wouldn’t talk)

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To build your WOM plan, you have to walk through the Five Ts and apply each on to your “stuff”

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Make it easy to spread the word when someone has the urge (have it send a cool email that they’ll want to send) More examples: SaDsfied shoppers walking around, showing you off wherever they go (Bloomingdale’s “big brown bag”) – people see the bags and conversaDons start

*every person becomes WOM potenDal when they have something in their hands Lou Mitchells in Chicago – free donut holes and milk duds

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Whatever business it is, ask these quesDons when looking at a customer. Silly something Special moment Service with a smile Consider: how do people experience your company?

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A service that helps freelancers send invoices Meals – 1500 customers in 10 days Mural – people kept checking back on the progress Invite customers and local bloggers to free dinner to say thanks Result – 250K customers to 425K since starDng the campaign

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From homework assignment

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Class 5 ppt

Business

Transcript of Class 5 ppt