Community Conference 2013 - Building your social strategy, Jeremiah Owyang

Building Your Social Strategy: Prioritizing for Scale

May 2, 2013

Jeremiah Owyang, Industry Analyst Altimeter Group @jowyang

#socialadvocate

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#socialadvocate

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Your World is Changing

You emerge as an Open Leader

#socialadvocate

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Internal Storms Hinder Progress

Compounding Demands

Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917

What is the future?

Path I. Grounded to

Social Media Sanitation

Path II. Achieve Escape Velocity

Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/ 9

Path I. Grounded to Social Media Sanitation

41% of programs are reactive to requests

Most programs still only a few years old.

Source: Altimeter Group. Social Business Survey, Q4 2012.

5 years or more

4 years to < 5 years

1 year to < 2 years

Less than 1 year

How long has your social media program been in existence?

2010 2012

Social media spending represented just 7.4% of marketing budgets in 2012

Source: Altimeter Group. Social Business Survey, Q4 2012.

The Situation!§  Customers become

accustomed to “yelling in public”

§  Business units adopt “social media fever” and deploy on their own

§  Resources are limited, we can only do so much

Relegated to “Social Media Sanitation”

The Situation!§  Customers become

accustomed to “yelling in public”

§  Business units adopt “social media fever” and deploy on their own

§  Resources are limited, we can only do so much

The Problem!§  With limited resources,

companies can’t scale 1:1 dialog

§  Efforts are uncoordinated and fragmented –but you will have to clean up

§  Demands will compound, regardless of existing resources

Symptoms of “Social Media Sanitation”

Companies Headed to Social Media Sanitation Will Not Scale

Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/4203341678 16

6 Steps to Achieve Escape Velocity!

Get into a Scalable Formation now

Enable Business Units

Streamline Workflow with Tools

Scale with Peer to Peer Communities

Grow an Unpaid Army of Advocates

Integrate, Integrate, Integrate

Formalize a Hub and Spoke model quickly

Decentralized

Centralized

Hub and Spoke

Multiple Hub and Spoke or “Dandelion”

Holistic or “Honeycomb”

DECENTRALIZED -  Organic growth -  Authentic -  Experimental -  Not coordinated

-  One department controls all efforts -  Consistent -  May not be as authentic

CENTRALIZED

HUB AND SPOKE -  One hub sets rules and procedures -  Business units undertake own efforts -  Spreads widely around the org -  Takes time

MULTIPLE HUB AND SPOKE OR “DANDELION”

-  Similar to Hub and Spoke but across multiple brands and units

HOLISTIC OR “HONEYCOMB” -  Each employee is empowered -  Unlike Organic, employees are organized -  e.g. Dell, Zappos, Intel, Best Buy

Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke

9.4% 29.1% ! 35.4% ! 23.6% ! 2.4%!

Become an enabler for business units

Charter of a “Center of Excellence”

How the CoE and spokes work together:

§  Set guidelines, policies and processes, and hold spokes accountable

§  Provide and facilitate learning, education, and research in real time, reducing risk

§  Own tools, and distribute best practices

§  Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal

How the CoE and spokes work together:

§  Manage social media efforts on their own, within established guidelines

§  Report and coordinate with CoE on strategy, deployment, and measurements

§  Share best practices with CoE and other spokes

Spokes

§  Set guidelines, policies and processes, and hold spokes accountable

§  Provide and facilitate learning, education, and research in real time, reducing risk

§  Own tools, and distribute best practices

§  Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal

Ebay’s CoE (Global Hub) coordinates across functions, properties, and geographies

Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay

KLM joins Corporate Comms and E-commerce departments to create Social Media Hub

Source: http://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-2/4700/

“Here, a dedicated team creates

synergy by sharing their expertise from communications,

e-commerce, customer care,

ticketing, marketing, operations, and

cabin crew.”

Streamline internal workflow with SMMS

Social Media Management Systems (SMMS) vendors include Falcon Social, ExactTarget (left), Sprinklr, Objective Marketer, Expion, Seesmic, Awareness, and SpredFast (right), see full list.

Coke has more than 500 brands across the entire world, each with its own social accounts

This list of Microsoft accounts asks: “If anyone has any more that should be added to this list, please feel free to let me know!”

TomTom’s vibrant online community helps its social customer service team scale

Thought Leadership Community:!Philips establishes largest healthcare innovations group on LinkedIn

HP Support Forum handles 20% of customer care efforts, globally in 7 languages

Put your advocates front and center 41

SAP inspires advocacy, innovation with expert mentorship program

SAP Mentors are the top SAP community influencers. Most of the ~100 mentors

work for customers or partners of SAP. All are

hands-on experts of an SAP product or service, as well

as champions of community-driven projects.

TripAdvisor visitors view friend reviews through Facebook Instant Personalization

TripAdvisor launched Facebook’s Instant

Personalization feature in December 2010, offering

friend ratings, reviews, and travel history.

Converged Media is Paid, Owned, and Earned 45

Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/4203341678 47

Future Markets: Collaborative Economy

§  An unstoppable trend: •  Idle resources

•  Collective sustainability

•  Increased population and density

•  Social technology enablement

Vertical Impacts 49

Tourism Shipping and Transportation

Financial Services

• Micro-Tourism • AirBnb

• SkyNanny • Zipcar • RelayRide, Lyft • Hire a task rabbit to carry pages for you

• Peer to Peer Lending • Virtual or digital currency (Bitcoin)

Organizations have five options for Collaborative Economy

1.  Ignore, and risk disruption. 2.  Acquire startups. 3.  Rent, lend, products and services –beyond

selling. 4.  Enable customers to rent, lend, sell among

themselves. 5.  Gift, pay forward products and services.

Jeremiah Owyang!jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang

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.

Open Research: Use and share with attribution

Available for download at www.altimetergroup.com/research

Community Conference 2013 - Building your social strategy, Jeremiah Owyang

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