During the October workshop series of DUC International, Dreamtek held a presentation about Lithium Social Media Marketing.

1. How to Get Social Business Advantage in 2012
Lithium market leader in
Social Media Marketing

2. Mission Social Space

3. 1
Lithium sponsored CMO Council study
Lithium, a leading provider of social customer solutions, partnered with the CMO
Council to survey over 1,000 consumers and 120 senior marketers to discover how
each approach social media.
We found significant gaps between what consumers expect from brands online, and
what brands deliver. Social business advantage in 2012 will go to those marketers
who close the gap sooner rather than later.
Read on for finding highlights…

4. consumers are social…
63% 60%
55%
“I search for
others with
46%
“I want
similar problems “I want interaction incentives,
online when I with peers “I want product promos and
need help” on Facebook” knowledge” rewards”

5. …brands aren’t there yet.
63% 60%
55%
46%
25% 29%
9% 22%
Consumers Consumers Consumers Consumers want
search for others want interaction want product incentives,
online with with peers on knowledge” promos and
similar problems Facebook rewards
when they need
help consumers
brands

6. social advantage in 2012 will go to
the brands who close the gaps
consumers
brands

7. bottom line:
consumers want more from brands online…
better deeper
experiences engagement
(with each other and the brand)
purposeful greater
interaction reward

8. …and they use social media to do good
things for the brands they love
“Because of social media, I’m more likely to try
80% new things based on a friend’s advice”
“Because of social media, I encourage
74% my friends to try new products”
“I use social media to stay
72% engaged with brands I love”
“I like brands on Facebook to
38% show I’m a fan”
32% “I use social media to say
nice things about my brand experiences.”

9. 4 ways to close the gap
1 2 3 4
peer-to-peer social
ideation gamification
engagement support
Your customers Consumers Consumers want Your customers
want to talk to expect help to contribute— want recognition
each other— online fast— ask them for their and reward—give
make it easy for give it to them. ideas. them ways to
them. level up.

10. close the gap with
1 peer-to-peer engagement
The Problem The Solution The Advantage
Brands don’t yet realize Enable peer-to-peer Word of Mouth
how much consumers engagement Marketing—consumers
want to connect over the readily use social media
brands and products to spread the good news
they love. about your products.
of consumers try new things
80% based on a friend’s advice
of consumers want to
60%connect with each other
in social media
9% of brands think so.
74% Encourage friends to
try new products

11. 1 case in point: Sephora
We built our Beauty Talk
community on our website and,
as we opened our doors, it was flooded
with clients dying to talk about beauty
with each other. It was exactly what we
wanted. What we found was that clients
were not only trying to talk with us, they
were trying to talk with each other. And
they were actually engaging in ways we
had no idea they would.
-Bridget Dolan, VP of Interactive Media at Sephora

12. 1 case in point: Close Up Arabia
We built a community which
can be creative and self controlling
their efforts.
People can vote for the best mixed
sound and can motivate their
friends to vote for them also.
Crowd sourcing and the
gamification are factors which are
priceless.
7000 likes in the first hour
700 active talks per day

13. close the gap with
2 social support
The Problem The Solution The Advantage
Brands underestimate Get serious about It costs between $6 and
consumers’ appetite Social Support $75 to resolve customer
for solving their own issues over the phone. It
problems. costs as little as $.05 to
help customers find
answers online.
63%
Consumers who look for help
online from others like them. 47%
“I expect service with in 24 hours”
24%
Consumers who want to 33%
help online
“Great service online keeps me
loyal to a brand”

14. 2 case in point: AT&T

15. 2 case in point: Hewlett Packard

16. close the gap with
3 ideation
The Problem The Solution The Advantage
Brands aren’t tapping their Ideate with social A real-time, always on
social customers for customers focus group that will drive
product ideas. better, faster innovation
for the brand.
of social
customers
expect to
41% share product
ideas on
Facebook.
of brands
ask
consumers
9% to help them
innovate on
Facebook.

17. case in point:
3 National Instrumetns
2,400
ideas submitted
47,800 votes
on product ideas
9.470 customer
comments on ideas
99,100 visitors
to the Idea
Exchange
45,500 unique
LabVIEW 2011 beta includes
13 new Idea Exchange
features

18. close the gap with
4 gamification
The Problem The Solution The Advantage
Consumers know social Gamify the social
media is a two-way street. experience.
They expect more rewards
than they’re getting.
Increased
of consumers advocacy
expect
incentives and
46% rewards when
connecting Higher customer
with brands
online satisfaction
of brands
offer social
customer
7% incentives
and rewards

19. 3 case in point: giffgaff

21. We do this well…call them Superfans
superfans consist of
of community
<1% populations
there are
>50,000
superfans
in lithium communities
on average
superfans generate
55.95%
of all community content

22. SUPERFAN

23. SUPERFAN
Krypto is also very active on the Blackberry Support Forum

24. VERIZON SUPERFAN

25. BRITISH TELECOM SUPERFAN

28. A personalized
invitation…
… to a conversation with Lithium
Request a Lithium Social Media Monitoring
(LSMM) report on your brand—we’ll tell you
• who’s talking
• what’s being said
• where the buzz is
• how loud it is
• emerging trends
• how you stack up against the competition

29. SUMMARY
Know- how
• Local market presence
• International partners
• Lifecycle of media
• Digital Content Experts
Platform Solutions
• Complete Marketing Solution
• Social importance growing
• Quick implementation
• Best practice
• Large reference base
Dieter Hovorka, dieter@dreamtek.tv, +971 56 101 2480