@CharleneLi on social media at Stanford
@charleneli, co-author of Groundswell speaks on social media at Stanford GSB social media class. This was a treat, as I’ve followed Charlene Li’s work at Forrester. while at Microsoft.
My personal takeaways:
- Trend is to quantify value of social media investments (e.g. customer lifetime value)
- “We tend to overvalue the things we can measure, and undervalue the things we cannot” (John Hayes, CMO of American Express).
- Days of social media as a “shiny” object fading
- We should think actively about levers to build relationships with customers
- Build relationships with fans who have large networks to broadcast
- Influence fans with small networks to start referring your offer
- Other things to think about:
- Focus on relationships, not technologies
- Align social strategy to strategic goals
- Prepare to give up the need to be in control
Checkout Charlene Li’s blog at: http://www.altimetergroup.com/blog
[by Ian Tien cross-posted to WorkPlayLove.com and PowerOfSocialTech.com]
