Directv: Gravity Summit Stanford
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Transcript of Directv: Gravity Summit Stanford
Using Social Media to Drive Loyalty Using Social Media to Drive Loyalty And Transform Your BusinessAnd Transform Your Business
Charles E. MillerDirector, Social Media Strategy
Feeding the BeastFeeding the Beast
U.S. users of consumer-generated content(millions)
2006
2007
2008
2009
2010
2011
NOTE: includes video, audio, photo sharing, Blogs, Wikis, Podcasts and online bulletin boards
128.0
147.5
169.7
195.7
225.8
253.6
Blogs vs. Mainstream MediaBlogs vs. Mainstream Media
Blogs are getting taken more seriously as sources of information.
More people will get their news and entertainment from blogs than from traditional media in the next 5 years.
Blogs are just as valid media sources as traditional media.
I get more of my news and information from blogs than other media sources.
Blogs are often better written than traditional media articles.
Newspapers will not be able to survive in the next 10 years.
Source: Technorati State of the Blogosphere / 2008
Word of Mouth RulesWord of Mouth Rules
““I’m throwing I’m throwing DIRECTV out DIRECTV out of my house!” of my house!”
-Guy Kawasaki, 2007-Guy Kawasaki, 2007
Repeated a few weeks ago Repeated a few weeks ago in his SES NY 2009 Keynotein his SES NY 2009 Keynote
Social Media is Serious BusinessSocial Media is Serious Business
Engadget knocked $4 billion off market cap of a Bay area firm in six minutes on bogus product rumor
We want metrics that matter
Scale Scope Sentiment ROI
Correlating Experience to LoyaltyCorrelating Experience to Loyalty
Correlating Experience to LoyaltyCorrelating Experience to Loyalty
Correlating Experience to LoyaltyCorrelating Experience to Loyalty
Tracking Scale, Scope, SentimentTracking Scale, Scope, Sentiment
Think LA LA
Listen Act Learn Adapt [ to immediate needs ] [ to change best practices ]
Listen Again [ for impact ]
Case Study #1Case Study #1Addressing Product RumorsAddressing Product Rumors
An influential blog suggested that our HDPC-20 was “alive” – using a Windows7 driver and test environment pics as evidence.
This Windows driver screenshot and a “smuggled” photo of test equipment at Microsoft Labs quickly fueled speculation of the product release was real and may be announced at CES.
Addressing Product RumorsAddressing Product Rumors
Addressing Product RumorsAddressing Product Rumors
CES 2009 just weeks away, we: • identified the key bloggers,• leveraged shared
relationships• provided project status
How did LA LA work in this case?
• Listened closely which first alerted us as it developed
• Act quickly and directly
• Learned what was most important
• Adapted our PR practices to go direct online vs a press release or taking no action at all
Case Study #2Case Study #2You Do Not Control The MessageYou Do Not Control The Message
Our Loyal Customer
On launch, negative reaction is swift with mixed sentiment posts nearly as high
Commentary shifts to when service anniversary date will be and what gifts those are eligible for
1/2 of all positive sentiment in the day occurs after official statement clarifying eligibility is passed on to top moderators
Customer service agent leaks information about an upcoming loyal customer program
False start dates of 8/6 and 8/15 fuel posts and speculation, going negative when it is not realized
Mixed reaction spike due to delayed delivery of gifts posted to customer accounts, addressed next day
Listen Act Learn Adapt
You Do Not Control the Message You Do Not Control the Message
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Case Study #3Case Study #3Launching Directly in Social MediaLaunching Directly in Social Media
Results:
Traditional press pick-up at 100K download press release, not the first
200K Downloads in its first a week
Nearly ½ MillionDownloads in a month
Largely due to word of mouth online
Launching Directly to Social MediaLaunching Directly to Social Media
Listen Act Learn Adapt
Listen closely.Act on what you hear.
Learn what is important.Adapt Business Practices.
=Loyal Customers
+Relevant Products & Services
And can be done anywhere.
(Ran and monitored iPhone launch via Blackberry while finishing my neighbor’s Victorian)
Thank you