This document summarizes presentations given at a Lithium Likes to Loves Tour event on October 6, 2011. The first presentation was given by Katy Keim of Lithium and discussed how companies can transform customers who "like" a brand into those who "love" the brand by building vibrant online brand communities. The second presentation was given by Peter Kim of Dachis Group. He discussed how companies can create business value by shifting from an institutional focus to engaging individuals. He also provided examples of how companies can communicate with customers in compelling new ways using social media. The third presentation was given by Archana Shrotriya of National Instruments. She discussed National Instruments' customer community

1. Building a Brand Nation
October 6, 2011
Katy Keim
Chief Marketing Officer, Lithium
@katykeim
Dallas We’re Tweeting! Join
the conversation at #L2LTour

2. breakfast
networking
information
2

3. context
possibilities
next steps
3

4. why likes to loves?
@katykeim #L2LTour 4

5. transformation
@katykeim #L2LTour 5

6. to
@katykeim #L2LTour 6

7. reinventing the
telecom company
@katykeim #L2LTour 7

8. the change in the customer
fan “I acknowledge you”
engaged “I want something from you”
advocate “I act for me and for you”
superfan “I belong because of you”
@katykeim #L2LTour

9. @katykeim #L2LTour 9

10. @katykeim #L2LTour 12

11. the change in the business
Passionate,
engaged social
customers Your Brand
who love you, Nation
not like you
@katykeim #L2LTour 13

12. we build brand nations
vibrant online communities full of passionate, engaged social customers
@katykeim #L2LTour 14

13. @katykeim #L2LTour 15

14. real thinkers
real customers
real possibilities
real results
16

15. Peter Kim Archana Shrotriya Christopher Baccus
Chief Strategy Officer Web Support Manager Executive Director,
Digital & Social Media
@katykeim #L2LTour 17

16. Building a Brand Nation
October 6, 2011
Peter Kim
Chief Strategy Officer, Dachis Group
@peterkim
Dallas We’re Tweeting! Join
the conversation at #L2LTour

17. From Likes To Loves - In Social Business
Peter Kim
Chief Strategy Officer
6 October 2011

18. About Dachis Group.
® 2011 Dachis Group. Confidential and Proprietary

19. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
We are 200+ professionals worldwide
Austin
London
New York
Portland
Philadelphia
St. Louis
Lincoln
Madrid
Amsterdam
Sydney
® 2011 Dachis Group. Confidential and Proprietary

20. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
We’ve worked with...
Fortune 100
® 2011 Dachis Group. Confidential and Proprietary

21. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
We have delivered 500+ Social Media Solutions
® 2011 Dachis Group. Confidential and Proprietary

22. Let’s begin with the end in mind
® 2011 Dachis Group. Confidential and Proprietary

23. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
The goal: create business value
® 2011 Dachis Group. Confidential and Proprietary

24. ® 2011 Dachis Group. Confidential and Proprietary

25. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

26. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
From institutions to individuals
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

27. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
If you had to describe your relationship with work...
1 Me Work
2 Me Work
3 Me Work
4 Me Work
5 Me W ork
6 Me Wo rk
7 Me Work
® 2011 Dachis Group. Confidential and Proprietary

28. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Self vs. Work
• We all have different levels of thinking about ourselves.
• Do you your employees consider themselves independent agents
or team members?
® 2011 Dachis Group. Confidential and Proprietary

29. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
A better culture drives financial performance
Source: Great Place To Work Institute
® 2011 Dachis Group. Confidential and Proprietary

30. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Create: start with culture
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

31. ® 2011 Dachis Group. Confidential and Proprietary

32. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Facebook
® 2011 Dachis Group. Confidential and Proprietary

33. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Twitter
® 2011 Dachis Group. Confidential and Proprietary

34. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
YouTube
® 2011 Dachis Group. Confidential and Proprietary

35. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Then: Second Life
® 2011 Dachis Group. Confidential and Proprietary

36. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Now: “game-ification” e.g. FarmVille, GagaVille
® 2011 Dachis Group. Confidential and Proprietary

37. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Then: widgets
® 2011 Dachis Group. Confidential and Proprietary

38. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Now: apps
® 2011 Dachis Group. Confidential and Proprietary

39. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Then: photosharing
® 2011 Dachis Group. Confidential and Proprietary

40. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Now: instant awareness
® 2011 Dachis Group. Confidential and Proprietary

41. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Communicate in new, compelling ways
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

42. ® 2011 Dachis Group. Confidential and Proprietary

43. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Fun stuff
® 2011 Dachis Group. Confidential and Proprietary KLM #Fly2Miami, March 2011. Source: KLM

44. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Rewarding stuff
® 2011 Dachis Group. Confidential and Proprietary Sources: youtube.com, lancome-usa.com

45. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Emotional stuff
® 2011 Dachis Group. Confidential and Proprietary Sources: deannaroy.com, Austin-American Statesman, Hyatt
Regency Lost Pines Facebook page

46. ® 2011 Dachis Group. Confidential and Proprietary

47. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

48. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
‣ 22 million fans
‣ 150 million monthly post views
‣ 10 million fans interacting monthly
‣ 90 countries
‣ Translated into every major language
® 2011 Dachis Group. Confidential and Proprietary

49. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

50. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

51. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

52. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

53. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

54. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

55. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

56. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

57. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

58. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

59. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
® 2011 Dachis Group. Confidential and Proprietary

60. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
Use the right tools for the right jobs
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

61. From Likes To Loves - In Social Business | 6 October 2011 @peterkim #L2LTour
The goal: create business value
® 2011 Dachis Group. Confidential and Proprietary

62. Thank you
+ 1 512-275-7825
peter.kim@dachisgroup.com

63. Nerd Network
&
Embracing our customers for
Software Development

64. Archana Shrotriya
Web Support Manager
Lithium Likes to Love Tour
October 6th, 2011

65. • Long-Term Growth and Profitability
$1000
• $873M Revenue in 2010; $253M in Q2
• 6,100+ Employees Worldwide
Net Revenue in Millions
• Operations in 40+ countries
• Cash and short-term investments of $320M
$500
• “100 Best Companies to Work For”
1977 2010$0

66. What We Do
We equip engineers and scientists with tools that accelerate
productivity, innovation and discovery.
Low-Cost Modular Measurement and Highly Integrated
Control Hardware Productive Software Development Tools
Systems Platforms

67. From Kindergarten to Rocket Science

68. NI Forums

69. User Engagement

70. Rewards and Reputation
Enthusiasts, Proven Zealots
5 Knights of NI!
Favorite hat to wear at
NIWeek
Princess
Shrubbery from NI
Sword Teddy Bear
(Avatar)

71. NI Community Facts
• NI first launched support forums around 1999
• Lithium Discussion Forums were implemented in 2004
• More than 250,000 registered users
• The more active a customer is with NI Community the
more satisfied and loyal they are to NI.
• LabVIEW Idea Exchange launched in July 2009
• Mobile Optimized Forums launched in July 2011

72. More active equals more satisfied and loyal
Satisfaction and Loyalty Metrics by NI Community Usage
Daily / Weekly Monthly Few Times a Year Never
Extremely
Satisfied
/ Likely
Not at all
Satisfied / Your OVERALL satisfaction Recommend National Purchase the same product(s) Purchase new product(s) or
Likely with National Instruments Instruments to a colleague or service(s) again from service(s) from National
National Instruments Instruments
Source: US/CA Q2 2011 Customer Loyalty Survey
Q. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select)
Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process, products, and
support/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following?

73. ni.com/ideas

75. Co-Innovation
Idea Facts:
2,400 ideas submitted
(initial goal 500)
more than 47,800 votes
9,470 comments on ideas

76. ni.com/ideas
Idea Exchange Features
Distribute Tools Now Work on Boolean Function Accepts Connector Pane Always
Wires Error Cluster & Error Constant Visible on Front Panel
In Functions Palette
Plot Visible Checkbox on Indication that Constant is Ignore All Missing SubVI
Legend Linked to a Type Def & Create Button
Type Def from Block Diagram
Accelerate your productivity

77. R&D Welcomes Customer

78. 2 Forrester Groundswell Awards (B2B)
2008 Supporting Category Winner: Nerd
Network: Building an Online
Community for Developers
2010 Embracing Category Winner:
Embracing our Customers for Software
Development

79. Questions, Ideas, Comments?

80. Activating the Advocate
Christopher Baccus
AT&T
Executive Director of Digital & Social Media

81. 83

83. Advocate
noun
1. a person who speaks or writes in support or defense
of a person, cause, etc
2. a person who pleads for or in behalf of another

84. 86

85. 87

87. Your advocates don’t care
about the platform. They care
about the experience, their
reputation, and lastly if the
brand positively recognizes it.
89

88. 90

89. Sometimes advocacy
is about sharing the
community contract
with those new to the
group
Other times it’s about
helping to solve a
simple problem.
91

90. Advocates want to be seen as valuable
“Fans” are seeking ways to extend their importance and recognition
when they engage with us.
A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
92
A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011

91. Advocates Want Acknowledgement from Brands
93
A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011

92. 1,473% Increase
in Self-Identified
“Defenders of the Brand”
94

93. Use your sponsorships
to enable exclusive
access and content for
customers
95

94. 96

96. Thank You
Christopher Baccus, christopher.n.baccus@att.com. @cbaccus
Follow us on Facebook.com/ATT and @ATT on Twitter
98 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained
herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained
herein are the property of their respective owners.

97. the must haves in a brand nation
▪ engaging
▪ scalable
▪ everywhere
▪ measurable
@katykeim #L2LTour 99

98. engaging through interaction styles
forums ideas reviews
contests q&a videos
@katykeim #L2LTour
10

99. engaging through reputation & recognition
@katykeim #L2LTour 101

100. scalable through peer to peer
@katykeim #L2LTour 102

101. scalable through superfans’ influence
Aandms KachiWachi RealGeorgeW
Distinguished Trusted Contributor
Counsellor Logitech Legend
Member: 3/2010 Member: 2/2009
Member: 5/2006
2161 Kudos 322 Kudos
748 Kudos
9,369 Posts 4,527 Posts
45,136 Posts
378 Total Tags @katykeim #L2LTour
40 Total Tags 103

102. scalable through superfans’ influence
@katykeim #L2LTour 104

103. scalable through superfans’ influence
@katykeim #L2LTour
10

104. everywhere. where your customers are.
owned
community sites Facebook
mobile
& Twitter
enhancing the
in-Store experience
@katykeim #L2LTour
10

105. everywhere. definitely on facebook
@katykeim #L2LTour
10

106. measurable insights, engagement and response
@katykeim #L2LTour 108

107. Sometimes, love is
not enough.
10

108. Sometimes, love is
not enough.
11

109. brand nations grow brand loyalty
@katykeim #L2LTour
11

110. brand nations drive sales
@katykeim #L2LTour

111. brand nations reduce costs
@katykeim #L2LTour

112. brand nations accelerate ideas
@katykeim #L2LTour

113. next steps
1 today 2 this month 3 before Dec 1
3 months free
3 months free
let’s discuss your
let’s discuss your
meet customers
meet customers with a one year
with a one year
needs and brand
needs and brand
and view demos
and view demos subscription to
subscription to
report
report LevelUp or SMM
LevelUp or SMM
@katykeim #L2LTour
11