Social Media Marketing-Brazil

1. 1 Creating Winning Social Media Strategies Charlene Li Altimeter Group Twitter: @charleneli Email: charlene@altimetergroup.com

2. 2 © 2011 Altimeter Group

3. OUT of CONTROL? © 2011 Altimeter Group © 2011 Altimeter Group

4. 4 © 2011 Altimeter Group © 2011 Altimeter Group

5. 5 © 2011 Altimeter Group © 2011 Altimeter Group

6. 6 How to give up control but still be in command © 2011 Altimeter Group © 2011 Altimeter Group

7. It’s about RELATIONSHIPS © 2011 Altimeter Group © 2011 Altimeter Group

8. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group

9. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group

10. 10 Four goals define your Open Strategy Dialog Learn Support Innovate © 2011 Altimeter Group

11. 11 Track brand mentions with basic tools What would happen if every employee could learn from customers? © 2011 Altimeter Group

12. 12 Shoppers want to be “known” I walk into the store Store knows it’s me Give me offers And plans my visit © 2011 Altimeter Group

13. 13 Engagement Pyramid Curating Producing Commenting Sharing Watching © 2011 Altimeter Group

14. 14 Engagement Pyramid Data United States Brazil Mexico UK Curating <1% <1% <1% <1% Producing 52.7% 42.7% 21.1% 26.1% Commenting 54.0% 56.9% 31.9% 34.4% Sharing 79.3% 69.8% 61.8% 63.0% Watching 89.3% 89.8% 78.9% 78.1% Source: Global Wave Index Wave 2, Trendstream.net, January 2010 © 2011 Altimeter Group

15. 15 People in B2B use social media for work Read user ratings/reviews for business products/services 62% Visit company profiles on social 62% media sites Visit company blogs 55% Participate in online business communities or forums 51% Ask questions on Q&A sites 49% Use Twitter to find or request business information 29% Source: 2009 Business.com Business Social Media Benchmarking Study (n=2,393) © 2011 Altimeter Group

16. 16 Define Your Strategy With Goals Dialog Learn Support Innovate © 2011 Altimeter Group

17. 17 The New Normal  Conversations, not messages  Human, not corporate  Continuous, not episodic © 2011 Altimeter Group

18. 18 Boeing uses blogs to engage © 2011 Altimeter Group

19. 19 And then tweets to amplify © 2011 Altimeter Group

20. 20 L’Oreal Paris Brasil facilitates engagement with individual attention © 2011 Altimeter Group

21. 21 Oral-B Brasil follows L’Oreal’s lead… © 2011 Altimeter Group

22. 22 The Central Bank of Brazil shares articles on twitter © 2011 Altimeter Group

23. 23 Kohl’s engages directly with customers © 2011 Altimeter Group

24. 24 Also encourage dialog inside the company © 2011 Altimeter Group

25. 25 Define Your Strategy With Goals Dialog Learn Support Innovate © 2011 Altimeter Group

26. 26 How DellOutlet drives sales with Support © 2011 Altimeter Group

27. 27 Solarwinds’ community is strategic © 2011 Altimeter Group

28. 28 Premier Farnell supports engineers with community, and employees with “OurTube” © 2011 Altimeter Group

29. 29 Twitter must adjust to account for Brazil’s explosive growth © 2011 Altimeter Group

30. 30 Avianca takes an integrated approach at improving the customer experience © 2011 Altimeter Group

31. 31 Brazilian politicians provide campaign support via Twitter © 2011 Altimeter Group

32. 32 Brazilian politicians provide campaign support via Twitter © 2011 Altimeter Group

33. 33 Define Your Strategy With Goals Dialog Learn Support Innovate © 2011 Altimeter Group

34. Starbucks involves 50 people around the organization in innovation Over 100 ideas have been implemented © 2011 Altimeter Group

35. 35 P&G goes outside for innovation P&G made outside-in innovation a priority © 2011 Altimeter Group

36. 36 Success story: Glad Press’n Seal  P&G developed technology from diaper research  Reached out to competitor Clorox to form a new joint venture  Helped Glad become Clorox’s second largest brand © 2011 Altimeter Group

37. 37 Fiat Mio, the world’s first crowdsourced car © 2011 Altimeter Group

38. 38 Mio by the numbers © 2011 Altimeter Group

39. 39 ModCloth has customers merchandise new products © 2011 Altimeter Group

40. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group

41. STRATEGY ORGANIZATION PREPAREDNESS © 2011 Altimeter Group © 2011 Altimeter Group

42. 42 Leaderships means having followers “Leadership is a relationship between those who aspire to lead and those who choose to follow.” - From “The Leadership Challenge” © 2011 Altimeter Group

43. 43 Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals © 2011 Altimeter Group © 2011 Altimeter Group

44. 44 Traits of Open Leaders Authenticity Transparency © 2011 Altimeter Group

45. 45 Transparency as an imperative © 2011 Altimeter Group

46. 46 How Best Buy created Open Leaders © 2011 Altimeter Group © 2011 Altimeter Group

47. 47 Barry’s first post © 2011 Altimeter Group

48. 48 Retailer Best Buy has 2,500 employees providing support via Twitter © 2011 Altimeter Group

49. 49 Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals Openness audit at http://bit.ly/opennessaudit © 2011 Altimeter Group © 2011 Altimeter Group

50. Developing Open Leaders © 2011 Altimeter Group © 2010 Altimeter Group