SlideShare a Scribd company logo
1 of 33
Presented at Startupfest 2013
Susan Etlinger, Industry Analyst | @setlinger | @altimetergroup
Collaborative Storytelling
“The universe is made of stories, not
atoms.”
− Muriel Rukeyser, poet and political activist
2
Why Stories Matter (This Means You)
Source:
Stories are in our
blood
Source:
We’ve told them
forever
Source:
We consume them
individually…
Source:
…and tell them
collaboratively
The Exquisite Corpse
Le CadavreEquis
8
The average consumer sees c. 3,000
brand impressions a day. Media is
and will continue to converge as
brands are challenged to intercept
this elusive customer, regardless of
medium, channel or time of day
When it comes
to business, we
are
horriblestorytell
ers.
Image by George Rexusedwith Attribution as directed by Creative Commons
hhttp://www.flickr.com/photos/rogersg/6675552743
9
The average consumer sees c. 3,000
brand impressions a day. Media is
and will continue to converge as
brands are challenged to intercept
this elusive customer, regardless of
medium, channel or time of day
The average
consumer sees
approximately
3,000 brand
impressions
every. single.
day.
Image by George Rexusedwith Attribution as directed by Creative Commons
hhttp://www.flickr.com/photos/rogersg/6675552743
10
The “it’s all about
me” model
doesn’t work in
the social, digital,
connected world.
The Marketing Funnel
Awareness
Consideration
Conversion
Focus on Relationships, Not Transactions
11
Transactional
Occasional
Impersonal
Short-Term
Loyal
Constant
Authentic
Long-Term
Mapping the Customer Journey
“The most erroneous stories are
those we think we know best - and
therefore never scrutinize or
question.”
− Stephen Jay Gould
13
You’re going to need
some (social) data.
Image by MadhavaEnros used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/menros/84195844/
You’re also going to
need a map.
This is NOT an
elevator pitch.
It’s about understanding the customer’s
POV
Awareness
Stakeholder findings
• Signals that convey that
someone is likely aware of
your brand, service or
content.
Characteristics
• Can we make a reasonable
presumption that the
reader has seen our post?
• What digital actions
suggest that presumption
to be true?
Thought Starter
Questions
• Clicks
• Impressions
• Plays
• Views
Typical Metrics
Section 1.
Project Overview
CaseExample
Awareness
Capitalizing on pop culture’s zombie
craze, the CDC creates a comic book-
like readiness guidecharting what to
do incase of an outbreak. The blog
post introducing the guide went viral,
skyrocketing traffic so high, their
servers crashed.
Consideration
Stakeholder findings
• Signals that convey that
someone interested in the social
post or brand.
Characteristics
• Has she taken a digital action to
learn more about the post or
product?
• Has she placed the post in her
feed or shared the post with her
network?
• Has she posted a question or
opinion about it?
Thought Starter
Questions
• Click-throughs,Views (80%)
• Pins/Repins
• Fans, Favorites, Likes, Shares,
Comments, Questions
• Subscribes, Downloads, Embeds
• Bookmarks
• Add to Shopping Cart, time on
site
Typical Metrics
Section 1.
Project Overview
CaseExample
Consideration
The power of anecdote + metrics
Social media frees SAP sales team to
focus on lower-funnel activities,
improving productivity and close rate.
Social media has changed the point at
which many sales professionals begin to
engage with prospects, because it helps
prospects to “self-qualify” by engaging
with others in SAP communities early in
their decision process.
Conversion
Stakeholder findings
• Signals that convey that
someone has purchased
the product (B2C) OR is
willing to be contacted by
a sales representative
(B2B)
Characteristics
• If B2B, has she
downloaded content and
shared contact
information or willingness
to be contacted?
• If B2C, purchase
Thought Starter
Questions
• B2B
• Downloads, Subscribes
• B2C
• CompletedTransactions
Typical Metrics
Section 1.
Project Overview
CaseExample
Conversion
Customers scan QR codes to purchase products for same day delivery.
More than 10K consumers visited the Home Plus mall using their
smartphones. New members rose by 76% after the first implementation
and online sales increased by 130%.
Tesco unveils first
interactive digital
grocery in Seoul
subway
Customer Experience
Stakeholder findings
• Signals that convey the quality of a
customer’s experience
Characteristics
• What can we learn about the our
customers’ experience via digital
channels?
• How does it vary over time? By
competitor? By product?
• How does it differ from customer sat
scores?
Thought Starter
Questions
• Topic sentiment
• Volume of identified/resolved
requests in social networks
• Blind spots identified and resolved
• Sentiment vs customer satisfaction
or NPS
• Timeliness of response
• Review sentiment/score
Typical Metrics
Section 1.
Project Overview
CaseExample
CustomerExperience
ATT’s community resolves service
issues before they become
expensive call center
calls.(Courtesy: Lithium)
Loyalty
Stakeholder findings
• Signals that convey that a
customer is a loyal fan of the
brand
• Alternatively, signals that
convey that a customer is a
detractor
Characteristics
• What signals can we detect
that suggest a customer or
prospect is loyal to our brand?
• How do they share, with
whom, and with what
sentiment?
• Do you have to be a customer
to be loyal?
Thought Starter
Questions
• All of the below, with positive
sentiment, over time:
• Shares,Comments, Embeds
• Pins/Repins
• Fans, Favorites, Likes
• Subscribes, Downloads
• LTV
Typical Metrics
Section 1.
Project Overview
CaseExample
Loyalty
In this example, IHG and Chase co-
created a Visa card from inception to
marketing with 300 members, over a
12-month period, resulting in 30K
conversation contributions. The
campaign delivered an 80% increase
in accounts over previous
campaigns, and 5K existing
customers who requested an
upgrade.
Advocacy
Stakeholder findings
• Signals that that a person
is a strong and public
supporter of your brand
Characteristics
• What signals can we
detect that suggest a
person is a brand advocate
• Do you have to be a
customer to be an
advocate (or detractor)?
Thought Starter
Questions
• Largest sources of positive
sentiment (reach +
reputation)
• Largest source of
customer referrals
• “Social” customer value
Typical Metrics
Section 1.
Project Overview
CaseExample
Advocacy
Business
Service. metrics-driven, adaptive culture
Product
Short sales cycle, low(er) consideration
service
Media
Paid, earned, owned
Customer
Mixed B2B/B2C; Highly social consumer and
business customer
Measurement Strategy
Deeply integrated with Facebook; uses URL
tracking to measure business outcomes.
“The transaction is the most sacred part
of the funnel, but we’re optimizing all
parts of the funnel. For example, if you
look at total attendee sharing, 60% of
sharing occurs after the purchase.
One in 100 people who look at an event
page before purchase share it, while 1 in
10 share it after purchase. And a post-
purchase share drives 20% more ticket
sales than a pre-purchase share.”
−Tamara Mendelsohn,VP Marketing
A Holistic Strategy
UGC-supported
microsites
Burberry “Acoustic”
artist showcase
Online community
UGC-created media
(videos, ads) Build-Your-Own-
TrenchcoatApp
Engages directly
with consumers &
influencers
‘Runway to Reality’
live steam
“Love is when you meet someone
who tells you something new about
yourself.”
− André Breton
31
Susan Etlinger
susan@altimetergroup.com
susanetlinger.com
Twitter: setlinger
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources
believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use
of the information. The authors and contributors of the information and data shall have no liability for errors or omissions
contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name,
trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or
contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are
subject to change without notice.
33
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
ABOUT US

More Related Content

What's hot

Word of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the ImpressionWord of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the ImpressionShareThis
 
Influencer Marketing
Influencer MarketingInfluencer Marketing
Influencer MarketingJason Keath
 
The Science of Storytelling 2
The Science of Storytelling 2The Science of Storytelling 2
The Science of Storytelling 2StoryBox
 
32 Tips for Social Media Domination
32 Tips for Social Media Domination32 Tips for Social Media Domination
32 Tips for Social Media DominationNewsCred
 
Going Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen andGoing Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen andRipple6, Inc.
 
The Emotional Drivers of Highly Successful Viral Content
The Emotional Drivers of Highly Successful Viral ContentThe Emotional Drivers of Highly Successful Viral Content
The Emotional Drivers of Highly Successful Viral ContentFractl
 
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter WebinarMonitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter WebinarAgility PR Solutions
 
Protecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the AudienceProtecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the AudienceSalesforce Marketing Cloud
 
Beyond Social Listening: Insights that Power Decision-Making
Beyond Social Listening: Insights that Power Decision-MakingBeyond Social Listening: Insights that Power Decision-Making
Beyond Social Listening: Insights that Power Decision-Makingtracx
 
Content Marketing Strategies for Non-Profits
Content Marketing Strategies for Non-ProfitsContent Marketing Strategies for Non-Profits
Content Marketing Strategies for Non-ProfitsNewt Barrett
 
Planning Value Measurements into your Social Media Strategy
Planning Value Measurements into your Social Media StrategyPlanning Value Measurements into your Social Media Strategy
Planning Value Measurements into your Social Media StrategyJenni Lloyd
 
Jim Sterne's Webinar Presentation With Radian6
Jim Sterne's Webinar Presentation With Radian6Jim Sterne's Webinar Presentation With Radian6
Jim Sterne's Webinar Presentation With Radian6Salesforce Marketing Cloud
 
Big Data, Big Opportunity: Making Sense of Big Data for PR
Big Data, Big Opportunity: Making Sense of Big Data for PRBig Data, Big Opportunity: Making Sense of Big Data for PR
Big Data, Big Opportunity: Making Sense of Big Data for PRCision
 

What's hot (18)

Word of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the ImpressionWord of Mouth: Using Influence to Re-Invent the Impression
Word of Mouth: Using Influence to Re-Invent the Impression
 
Influencer Marketing
Influencer MarketingInfluencer Marketing
Influencer Marketing
 
The Science of Storytelling 2
The Science of Storytelling 2The Science of Storytelling 2
The Science of Storytelling 2
 
32 Tips for Social Media Domination
32 Tips for Social Media Domination32 Tips for Social Media Domination
32 Tips for Social Media Domination
 
Going Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen andGoing Deep with Social: Methods to Listen and
Going Deep with Social: Methods to Listen and
 
The Emotional Drivers of Highly Successful Viral Content
The Emotional Drivers of Highly Successful Viral ContentThe Emotional Drivers of Highly Successful Viral Content
The Emotional Drivers of Highly Successful Viral Content
 
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter WebinarMonitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
Monitor, Measure, Evaluate and Evolve - Bulldog Reporter Webinar
 
Protecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the AudienceProtecting Your Brand Message in Media Controlled by the Audience
Protecting Your Brand Message in Media Controlled by the Audience
 
Beyond Social Listening: Insights that Power Decision-Making
Beyond Social Listening: Insights that Power Decision-MakingBeyond Social Listening: Insights that Power Decision-Making
Beyond Social Listening: Insights that Power Decision-Making
 
Measure This!
Measure This!Measure This!
Measure This!
 
Content Marketing Strategies for Non-Profits
Content Marketing Strategies for Non-ProfitsContent Marketing Strategies for Non-Profits
Content Marketing Strategies for Non-Profits
 
Center for Non-Profit Success: YouTube 201
Center for Non-Profit Success:  YouTube 201Center for Non-Profit Success:  YouTube 201
Center for Non-Profit Success: YouTube 201
 
Why Do People Click
Why Do People ClickWhy Do People Click
Why Do People Click
 
New Platforms
New PlatformsNew Platforms
New Platforms
 
Planning Value Measurements into your Social Media Strategy
Planning Value Measurements into your Social Media StrategyPlanning Value Measurements into your Social Media Strategy
Planning Value Measurements into your Social Media Strategy
 
Jim Sterne's Webinar Presentation With Radian6
Jim Sterne's Webinar Presentation With Radian6Jim Sterne's Webinar Presentation With Radian6
Jim Sterne's Webinar Presentation With Radian6
 
Big Data, Big Opportunity: Making Sense of Big Data for PR
Big Data, Big Opportunity: Making Sense of Big Data for PRBig Data, Big Opportunity: Making Sense of Big Data for PR
Big Data, Big Opportunity: Making Sense of Big Data for PR
 
Listening to your Community
Listening to your Community Listening to your Community
Listening to your Community
 

Similar to Startupfest 2013 - Collaborative storytelling - Susan Etlinger

Measuring social media impact across every channel
Measuring social media impact across every channelMeasuring social media impact across every channel
Measuring social media impact across every channelEvgeny Tsarkov
 
The power of ugc turning your happiest customers into brand advocates (4)
The power of ugc  turning your happiest customers into brand advocates (4)The power of ugc  turning your happiest customers into brand advocates (4)
The power of ugc turning your happiest customers into brand advocates (4)Katherine Chalhoub
 
Agsmbpt david pickstone - walk before you run
Agsmbpt   david pickstone - walk before you runAgsmbpt   david pickstone - walk before you run
Agsmbpt david pickstone - walk before you rundavidpickstoneRR
 
Best Practices in ROI
Best Practices in ROIBest Practices in ROI
Best Practices in ROIWunderman
 
Social media marketing
Social media marketingSocial media marketing
Social media marketingmadinvgsom
 
10 Trends in Digital Analytics
10 Trends in Digital Analytics10 Trends in Digital Analytics
10 Trends in Digital AnalyticsW2O Group
 
Analyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social EngagementAnalyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social Engagementahorsepubs
 
Does Engagement Equal Roi
Does Engagement Equal RoiDoes Engagement Equal Roi
Does Engagement Equal RoiMatt Moog
 
Getting an roi from social media
Getting an roi from social mediaGetting an roi from social media
Getting an roi from social mediaProhibition PR
 
Digital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social mediaDigital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social mediaMarkus von der Luehe
 
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DIFrocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DIFrocomm Australia
 
Curating Demand: Marketing in a 24/7 world
Curating Demand: Marketing in a 24/7 worldCurating Demand: Marketing in a 24/7 world
Curating Demand: Marketing in a 24/7 worldJoanne Jacobs
 
Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Aventis School of Management
 
Social Media for Customer Service
Social Media for Customer ServiceSocial Media for Customer Service
Social Media for Customer ServiceArun Nair
 

Similar to Startupfest 2013 - Collaborative storytelling - Susan Etlinger (20)

Measuring social media impact across every channel
Measuring social media impact across every channelMeasuring social media impact across every channel
Measuring social media impact across every channel
 
Dirk Singer - #SocialCloud Presentation on Social Media and ROI
Dirk Singer - #SocialCloud Presentation on Social Media and ROIDirk Singer - #SocialCloud Presentation on Social Media and ROI
Dirk Singer - #SocialCloud Presentation on Social Media and ROI
 
Using Social Media to Create Brand Ambassadors
Using Social Media to Create Brand AmbassadorsUsing Social Media to Create Brand Ambassadors
Using Social Media to Create Brand Ambassadors
 
The power of ugc turning your happiest customers into brand advocates (4)
The power of ugc  turning your happiest customers into brand advocates (4)The power of ugc  turning your happiest customers into brand advocates (4)
The power of ugc turning your happiest customers into brand advocates (4)
 
Agsmbpt david pickstone - walk before you run
Agsmbpt   david pickstone - walk before you runAgsmbpt   david pickstone - walk before you run
Agsmbpt david pickstone - walk before you run
 
Best Practices in ROI
Best Practices in ROIBest Practices in ROI
Best Practices in ROI
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Singley + Mackie Services and Capabilities Fall 2011
Singley + Mackie Services and Capabilities Fall 2011Singley + Mackie Services and Capabilities Fall 2011
Singley + Mackie Services and Capabilities Fall 2011
 
Marketing in Social Streams
Marketing in Social StreamsMarketing in Social Streams
Marketing in Social Streams
 
10 Trends in Digital Analytics
10 Trends in Digital Analytics10 Trends in Digital Analytics
10 Trends in Digital Analytics
 
Analyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social EngagementAnalyzing and Enhancing Your Social Engagement
Analyzing and Enhancing Your Social Engagement
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Does Engagement Equal Roi
Does Engagement Equal RoiDoes Engagement Equal Roi
Does Engagement Equal Roi
 
Getting an roi from social media
Getting an roi from social mediaGetting an roi from social media
Getting an roi from social media
 
Digital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social mediaDigital influence 501: What are the next trends and hot cases in social media
Digital influence 501: What are the next trends and hot cases in social media
 
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DIFrocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
 
Curating Demand: Marketing in a 24/7 world
Curating Demand: Marketing in a 24/7 worldCurating Demand: Marketing in a 24/7 world
Curating Demand: Marketing in a 24/7 world
 
Jay Goldman - Measuring your Social Media Success
Jay Goldman - Measuring your Social Media Success Jay Goldman - Measuring your Social Media Success
Jay Goldman - Measuring your Social Media Success
 
Major trends and development in social media marketing v2
Major trends and development in social media marketing v2Major trends and development in social media marketing v2
Major trends and development in social media marketing v2
 
Social Media for Customer Service
Social Media for Customer ServiceSocial Media for Customer Service
Social Media for Customer Service
 

More from Startupfest

Startupfest 2019 - Content is literally everything
Startupfest 2019 - Content is literally everythingStartupfest 2019 - Content is literally everything
Startupfest 2019 - Content is literally everythingStartupfest
 
Startupfest 2019 - The technology of better humans
Startupfest 2019 - The technology of better humansStartupfest 2019 - The technology of better humans
Startupfest 2019 - The technology of better humansStartupfest
 
Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...
Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...
Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...Startupfest
 
Startupfest 2019 - How to fundraise
Startupfest 2019 - How to fundraiseStartupfest 2019 - How to fundraise
Startupfest 2019 - How to fundraiseStartupfest
 
Startupfest 2019 - The web we make
Startupfest 2019 - The web we makeStartupfest 2019 - The web we make
Startupfest 2019 - The web we makeStartupfest
 
Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...
Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...
Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...Startupfest
 
Startupfest 2019 - Myths of Silicon Valley
Startupfest 2019 - Myths of Silicon ValleyStartupfest 2019 - Myths of Silicon Valley
Startupfest 2019 - Myths of Silicon ValleyStartupfest
 
Startupfest 2019 - The art of getting warm intros to investors
Startupfest 2019 - The art of getting warm intros to investorsStartupfest 2019 - The art of getting warm intros to investors
Startupfest 2019 - The art of getting warm intros to investorsStartupfest
 
Startupfest 2019 - Building a Disruptive Startup Ecosystem
Startupfest 2019 - Building a Disruptive Startup EcosystemStartupfest 2019 - Building a Disruptive Startup Ecosystem
Startupfest 2019 - Building a Disruptive Startup EcosystemStartupfest
 
Startupfest 2019 - The real impact of accelerators on a global basis
Startupfest 2019 - The real impact of accelerators on a global basisStartupfest 2019 - The real impact of accelerators on a global basis
Startupfest 2019 - The real impact of accelerators on a global basisStartupfest
 
Startupfest 2019 - Getting the green light: How to build ideas people say YES to
Startupfest 2019 - Getting the green light: How to build ideas people say YES toStartupfest 2019 - Getting the green light: How to build ideas people say YES to
Startupfest 2019 - Getting the green light: How to build ideas people say YES toStartupfest
 
Startupfest 2019 - Capter l’intérêt d’un investisseur
Startupfest 2019 - Capter l’intérêt d’un investisseurStartupfest 2019 - Capter l’intérêt d’un investisseur
Startupfest 2019 - Capter l’intérêt d’un investisseurStartupfest
 
Sartupfest 2019 - Start-up en IA : L’avantage collaboratif de Montréal
Sartupfest 2019 - Start-up en IA : L’avantage collaboratif de MontréalSartupfest 2019 - Start-up en IA : L’avantage collaboratif de Montréal
Sartupfest 2019 - Start-up en IA : L’avantage collaboratif de MontréalStartupfest
 
Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...
Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...
Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...Startupfest
 
Startupfest 2019 - Première levée de fond : Histoire d'une startup
Startupfest 2019 - Première levée de fond : Histoire d'une startupStartupfest 2019 - Première levée de fond : Histoire d'une startup
Startupfest 2019 - Première levée de fond : Histoire d'une startupStartupfest
 
Startupfest 2019 - Préparez-vous à avoir de l'impact !
Startupfest 2019 - Préparez-vous à avoir de l'impact ! Startupfest 2019 - Préparez-vous à avoir de l'impact !
Startupfest 2019 - Préparez-vous à avoir de l'impact ! Startupfest
 
Startupfest 2019 - The Startup Rollercoaster
Startupfest 2019 - The Startup RollercoasterStartupfest 2019 - The Startup Rollercoaster
Startupfest 2019 - The Startup RollercoasterStartupfest
 
Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...
Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...
Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...Startupfest
 
Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...
Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...
Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...Startupfest
 
Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...
Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...
Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...Startupfest
 

More from Startupfest (20)

Startupfest 2019 - Content is literally everything
Startupfest 2019 - Content is literally everythingStartupfest 2019 - Content is literally everything
Startupfest 2019 - Content is literally everything
 
Startupfest 2019 - The technology of better humans
Startupfest 2019 - The technology of better humansStartupfest 2019 - The technology of better humans
Startupfest 2019 - The technology of better humans
 
Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...
Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...
Startupfest 2019 - Monter une entreprise : comment faire, qu’est-ce-que ça pr...
 
Startupfest 2019 - How to fundraise
Startupfest 2019 - How to fundraiseStartupfest 2019 - How to fundraise
Startupfest 2019 - How to fundraise
 
Startupfest 2019 - The web we make
Startupfest 2019 - The web we makeStartupfest 2019 - The web we make
Startupfest 2019 - The web we make
 
Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...
Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...
Startupfest 2019 - 1000 startups — 5 things I've learned after seeing 1,000 c...
 
Startupfest 2019 - Myths of Silicon Valley
Startupfest 2019 - Myths of Silicon ValleyStartupfest 2019 - Myths of Silicon Valley
Startupfest 2019 - Myths of Silicon Valley
 
Startupfest 2019 - The art of getting warm intros to investors
Startupfest 2019 - The art of getting warm intros to investorsStartupfest 2019 - The art of getting warm intros to investors
Startupfest 2019 - The art of getting warm intros to investors
 
Startupfest 2019 - Building a Disruptive Startup Ecosystem
Startupfest 2019 - Building a Disruptive Startup EcosystemStartupfest 2019 - Building a Disruptive Startup Ecosystem
Startupfest 2019 - Building a Disruptive Startup Ecosystem
 
Startupfest 2019 - The real impact of accelerators on a global basis
Startupfest 2019 - The real impact of accelerators on a global basisStartupfest 2019 - The real impact of accelerators on a global basis
Startupfest 2019 - The real impact of accelerators on a global basis
 
Startupfest 2019 - Getting the green light: How to build ideas people say YES to
Startupfest 2019 - Getting the green light: How to build ideas people say YES toStartupfest 2019 - Getting the green light: How to build ideas people say YES to
Startupfest 2019 - Getting the green light: How to build ideas people say YES to
 
Startupfest 2019 - Capter l’intérêt d’un investisseur
Startupfest 2019 - Capter l’intérêt d’un investisseurStartupfest 2019 - Capter l’intérêt d’un investisseur
Startupfest 2019 - Capter l’intérêt d’un investisseur
 
Sartupfest 2019 - Start-up en IA : L’avantage collaboratif de Montréal
Sartupfest 2019 - Start-up en IA : L’avantage collaboratif de MontréalSartupfest 2019 - Start-up en IA : L’avantage collaboratif de Montréal
Sartupfest 2019 - Start-up en IA : L’avantage collaboratif de Montréal
 
Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...
Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...
Startupfest 2019 - Solutions innovatrices Canada : accélérez votre parcours v...
 
Startupfest 2019 - Première levée de fond : Histoire d'une startup
Startupfest 2019 - Première levée de fond : Histoire d'une startupStartupfest 2019 - Première levée de fond : Histoire d'une startup
Startupfest 2019 - Première levée de fond : Histoire d'une startup
 
Startupfest 2019 - Préparez-vous à avoir de l'impact !
Startupfest 2019 - Préparez-vous à avoir de l'impact ! Startupfest 2019 - Préparez-vous à avoir de l'impact !
Startupfest 2019 - Préparez-vous à avoir de l'impact !
 
Startupfest 2019 - The Startup Rollercoaster
Startupfest 2019 - The Startup RollercoasterStartupfest 2019 - The Startup Rollercoaster
Startupfest 2019 - The Startup Rollercoaster
 
Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...
Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...
Startupfest 2019 - Structuring Your Company And Deciding How, And If, You Sho...
 
Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...
Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...
Startupfest 2019 - No Dumbing Down : Leading Your Organization or Team for Gr...
 
Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...
Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...
Jeremy Edberg (MinOps ) - How to build a solid infrastructure for a startup t...
 

Recently uploaded

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 

Recently uploaded (20)

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 

Startupfest 2013 - Collaborative storytelling - Susan Etlinger

  • 1. Presented at Startupfest 2013 Susan Etlinger, Industry Analyst | @setlinger | @altimetergroup Collaborative Storytelling
  • 2. “The universe is made of stories, not atoms.” − Muriel Rukeyser, poet and political activist 2
  • 3. Why Stories Matter (This Means You)
  • 7. Source: …and tell them collaboratively The Exquisite Corpse Le CadavreEquis
  • 8. 8 The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day When it comes to business, we are horriblestorytell ers. Image by George Rexusedwith Attribution as directed by Creative Commons hhttp://www.flickr.com/photos/rogersg/6675552743
  • 9. 9 The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day The average consumer sees approximately 3,000 brand impressions every. single. day. Image by George Rexusedwith Attribution as directed by Creative Commons hhttp://www.flickr.com/photos/rogersg/6675552743
  • 10. 10 The “it’s all about me” model doesn’t work in the social, digital, connected world. The Marketing Funnel Awareness Consideration Conversion
  • 11. Focus on Relationships, Not Transactions 11 Transactional Occasional Impersonal Short-Term Loyal Constant Authentic Long-Term
  • 13. “The most erroneous stories are those we think we know best - and therefore never scrutinize or question.” − Stephen Jay Gould 13
  • 14. You’re going to need some (social) data.
  • 15. Image by MadhavaEnros used with Attribution as directed by Creative Commons http://www.flickr.com/photos/menros/84195844/ You’re also going to need a map.
  • 16. This is NOT an elevator pitch.
  • 17. It’s about understanding the customer’s POV
  • 18. Awareness Stakeholder findings • Signals that convey that someone is likely aware of your brand, service or content. Characteristics • Can we make a reasonable presumption that the reader has seen our post? • What digital actions suggest that presumption to be true? Thought Starter Questions • Clicks • Impressions • Plays • Views Typical Metrics
  • 19. Section 1. Project Overview CaseExample Awareness Capitalizing on pop culture’s zombie craze, the CDC creates a comic book- like readiness guidecharting what to do incase of an outbreak. The blog post introducing the guide went viral, skyrocketing traffic so high, their servers crashed.
  • 20. Consideration Stakeholder findings • Signals that convey that someone interested in the social post or brand. Characteristics • Has she taken a digital action to learn more about the post or product? • Has she placed the post in her feed or shared the post with her network? • Has she posted a question or opinion about it? Thought Starter Questions • Click-throughs,Views (80%) • Pins/Repins • Fans, Favorites, Likes, Shares, Comments, Questions • Subscribes, Downloads, Embeds • Bookmarks • Add to Shopping Cart, time on site Typical Metrics
  • 21. Section 1. Project Overview CaseExample Consideration The power of anecdote + metrics Social media frees SAP sales team to focus on lower-funnel activities, improving productivity and close rate. Social media has changed the point at which many sales professionals begin to engage with prospects, because it helps prospects to “self-qualify” by engaging with others in SAP communities early in their decision process.
  • 22. Conversion Stakeholder findings • Signals that convey that someone has purchased the product (B2C) OR is willing to be contacted by a sales representative (B2B) Characteristics • If B2B, has she downloaded content and shared contact information or willingness to be contacted? • If B2C, purchase Thought Starter Questions • B2B • Downloads, Subscribes • B2C • CompletedTransactions Typical Metrics
  • 23. Section 1. Project Overview CaseExample Conversion Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%. Tesco unveils first interactive digital grocery in Seoul subway
  • 24. Customer Experience Stakeholder findings • Signals that convey the quality of a customer’s experience Characteristics • What can we learn about the our customers’ experience via digital channels? • How does it vary over time? By competitor? By product? • How does it differ from customer sat scores? Thought Starter Questions • Topic sentiment • Volume of identified/resolved requests in social networks • Blind spots identified and resolved • Sentiment vs customer satisfaction or NPS • Timeliness of response • Review sentiment/score Typical Metrics
  • 25. Section 1. Project Overview CaseExample CustomerExperience ATT’s community resolves service issues before they become expensive call center calls.(Courtesy: Lithium)
  • 26. Loyalty Stakeholder findings • Signals that convey that a customer is a loyal fan of the brand • Alternatively, signals that convey that a customer is a detractor Characteristics • What signals can we detect that suggest a customer or prospect is loyal to our brand? • How do they share, with whom, and with what sentiment? • Do you have to be a customer to be loyal? Thought Starter Questions • All of the below, with positive sentiment, over time: • Shares,Comments, Embeds • Pins/Repins • Fans, Favorites, Likes • Subscribes, Downloads • LTV Typical Metrics
  • 27. Section 1. Project Overview CaseExample Loyalty In this example, IHG and Chase co- created a Visa card from inception to marketing with 300 members, over a 12-month period, resulting in 30K conversation contributions. The campaign delivered an 80% increase in accounts over previous campaigns, and 5K existing customers who requested an upgrade.
  • 28. Advocacy Stakeholder findings • Signals that that a person is a strong and public supporter of your brand Characteristics • What signals can we detect that suggest a person is a brand advocate • Do you have to be a customer to be an advocate (or detractor)? Thought Starter Questions • Largest sources of positive sentiment (reach + reputation) • Largest source of customer referrals • “Social” customer value Typical Metrics
  • 29. Section 1. Project Overview CaseExample Advocacy Business Service. metrics-driven, adaptive culture Product Short sales cycle, low(er) consideration service Media Paid, earned, owned Customer Mixed B2B/B2C; Highly social consumer and business customer Measurement Strategy Deeply integrated with Facebook; uses URL tracking to measure business outcomes. “The transaction is the most sacred part of the funnel, but we’re optimizing all parts of the funnel. For example, if you look at total attendee sharing, 60% of sharing occurs after the purchase. One in 100 people who look at an event page before purchase share it, while 1 in 10 share it after purchase. And a post- purchase share drives 20% more ticket sales than a pre-purchase share.” −Tamara Mendelsohn,VP Marketing
  • 30. A Holistic Strategy UGC-supported microsites Burberry “Acoustic” artist showcase Online community UGC-created media (videos, ads) Build-Your-Own- TrenchcoatApp Engages directly with consumers & influencers ‘Runway to Reality’ live steam
  • 31. “Love is when you meet someone who tells you something new about yourself.” − André Breton 31
  • 32. Susan Etlinger susan@altimetergroup.com susanetlinger.com Twitter: setlinger THANK YOU Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
  • 33. 33 Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com. ABOUT US

Editor's Notes

  1. 10% shading40 point fontFormat picture > Recolor
  2. 1.5H x 7.5W10% transparency40 point font.1 indent
  3. 1.5H x 7.5W10% transparency40 point font.1 indent
  4. 1.5H x 7.5W10% transparency40 point font.1 indent
  5. 1.5H x 7.5W10% transparency40 point font.1 indent
  6. The average consumer sees approximately 3,000 brand impressions every day
  7. 1.5H x 7.5W10% transparency40 point font.1 indent
  8. Disparate SourcesHighly VolatileNew BehaviorsLanguage & SentimentLack of Standards
  9. Disparate SourcesHighly VolatileNew BehaviorsLanguage & SentimentLack of Standards
  10. The