Keynote Priorities 110405080134 Phpapp01

8/3/2019 Keynote Priorities 110405080134 Phpapp01

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© 2010 Altimeter Group

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The World Changed




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An Open Leader Emerges




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Internal Storms Hinder Progress




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Compounding Demands

Compounding Demands




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What is the future?


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Path 1: Grounded toSocial Media Help Desk

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Path 2: Achieve Escape Velocity

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Building Your Social Strategy:Prioritizing Efforts for Scale

Jeremiah Owyang

Industry Analyst and Partner

For Bazaarvoice Social Commerce SummitApril 5, 2011

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Open Research: Use and share with attribution

Available for download at www.altimetergroup.com/media-room



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Agenda

Grounded to SocialMedia Help Desk

Achieve EscapeVelocity with Scalable

Programs

Path 1: Path 2:

I b l h i dl d i h A ib i di d b C i C h // fli k / h / l h i dl/3667334884/



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Path 1: Grounded toSocial Media Help Desk

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Most programs have existed less than 3 years,with the average at just under 2 years old



41% of programs are reactive to requests14



Strategists work with limited budgets – averaging just $833,000 for all corporations

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The Situation

Customers becomeaccustomed to “yelling

in public”

Business units adopt“social media fever” and

deploy on their own

The Problem

With limited resources,companies can‟t scale 1:1

dialog

Social efforts areuncoordinated andfragmented

Relegated to the “Social Media Help Desk” 16

As internal and external demands mount, companiesbecome mostly reactive, relegating themselves to a “Social

Media Help Desk.”




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Companies who head towards

Path 1 will not scale

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Path 2: Achieve Escape Velocity

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Five Steps to Achieve Escape Velocity –

Stay out of the Social Media Help Desk




Formalize how your social business program will beorganized

Decentralized Centralized Hub andSpoke

Multiple Huband Spoke or“Dandelion”

Holistic or“Honeycomb”




1. Formalize a Hub and Spoke model quickly21

Move from fragmentation and decentralization tocoordination where business units can deploy own their

own. Tip: Governance > Process > Education willorganically manifest as a Hub.




You can never hire enough community managersor deploy and manage efforts.

Therefore, establish a “Center of Excellence” at

the Hub to support and enable business units

Become an enabler for business units22




2. Scale with peer-to-peer communities23

Dell‟s support forum Best Buy community




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Best Buy leverages “super users” to answer 30%of all questions

Started in 2008, Best Buy‟s community

receives 2.5 million visitors a year,generating 100,000 conversations. Inaddition, 25 super users spend 8-12hours a week on the site answering

about 30 percent of all the questionsasked.




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The myFICO community has served over 850Kmembers since its inception

Launched in 2007, the myFICOcommunity serving FICO‟s consumer

division, has 300K registered users, with10K new users registering every month.There are 20K posts a month and 400K

searches a month.




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Sephora extends Facebook conversations bylaunching its own community, Beauty Talk

“We had such a robust natural conversation on

Facebook,” said Bridget Dolan, vice president of

interactive media. “We saw that women were asking

each other questions -- they‟d say, „What‟s a great

waterproof mascara?‟ And within an hour, they‟d haveabout 17 really well-thought-out answers.”




Community platforms are a top social businesspriority for all maturity levels

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Purchase

3. Integrate socially relevant discussions at everyphase of the customer lifecycle

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Awareness

Consideration

Comparison

Intent

Implement

Support

Renewal

Advocacy

Purchase




Corporate website integration will be the #1 priority

Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

We asked 140 Corporate Social Strategists: “What three external (go-to-

market) social strategy objectives will you focus on most in 2011?”

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0. NoIntegration

1. SocialLinking

2. SocialAggregation

Basic Feeds

CuratedAggregation

ContextualAggregation

3. SocialPublishing

PassiveSharing

ActiveSharing

4. SocialContext

SocialContent

Social andContextual

Content

5. SeamlessIntegration

New framework for 2011Evolution of the Social Corporate Website

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Windows 7 curates mentions of its new producton a dedicated page

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TurboTax aggregates support discussions withinthe product

While TurboTax customersuse the product to do their

taxes, they can viewsupport discussions within

the product.

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TripAdvisor visitors view friend reviews throughFacebook Instant Personalization

TripAdvisor launchedFacebook‟s Instant

Personalization feature inDecember 2010, offering

friend ratings, reviews, andtravel history.

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4. Formalize a customer advocacy program34

Walmart original recruited11 “mommy bloggers” for

its Eleven program.

Microsoft selects MVPSannually.




Fiskars‟ “Fiskateer” moms lead a crafting brigade

Four women are selectedas “Fiskateers” – to blogabout crafts and “spread

the Fiskars love.” Theprogram added an onlinecommunity, 50 “Certified

Fiskars Demonstrators,”

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Ford mobilized 100 “Agents for the FiestaMovement

Ford chose 100 digitalinfluencers, from 4000

applicants, to test drive theirnew Fiesta for 6-months.

Agents were required to postat least one video per monthand content was aggregated in

real time atfiestamovement.com.

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Approx. 100 SAPmentors are nominatedby the community andselected by internalteam.

Benefits: SAP events,press/analyst briefings,meetings withexecutives, private forum

and wiki, technicalresources, blog

Duration: 1 year

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SAP Mentors

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Intermediate and Advanced programs spend50K-60K on influencer programs

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Social Media Management Systems (SMMS) vendorsinclude CoTweet, (left), HootSuite, Sprinklr, Objective

Marketer, Expion, Seesmic, Awareness, and SpredFast(right), see full list

5. Streamline workflow with SMMS39

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http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/

http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/




Corporations Struggle to Manage Hundreds and Thousands of

Accounts

Kenneth Cole and Chrysler Debacles Prove Need for ParentalControls

Expect Regulatory Industries to Require This SafeguardSystem

Direct/Email Marketers Want a Piece of Social Marketing toBlast in New Channels

Agencies Know SMMS Provides Client Lock-in and Recurring

A Complementary Toolset for Social Platforms, SocialCommerce, Brand Monitoring Vendors, Marketing Automation

Why Social Media Management Systems?0

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SMMS investments are low across all companies

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1. Get ready internally, focus on governance, process,then education to emerge in the center ofexcellence.

2. Remember 1:1 doesn‟t scale, leverage the crowd for first response, then interact in escalations.

3. Integrate social to increase relevancy and reducecosts on creating content.

4. Standardize social media management tools now so

data can be aggregated.5. Remember the future is more than social marketing:

It cascades to support, product innovation, thensupply chain.

Closing Thoughts on Priorities

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Jeremiah Owyang

[email protected]

web-strategist.com/blog

Twitter: jowyang

Q&A

Research team includes significant contributions from ChristineTran, and Charlene Li, Altimeter Group

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Achieve Escape Velocity

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Altimeter Group is a research-based advisory firm that helps

companies and industries leverage disruption to their advantage.

We have four areas of focus: Leadership and Management,

Customer Strategy, Enterprise Strategy, and Innovation and

Design.

Visit us at http://www.altimetergroup.com or contact

[email protected].

ABOUT US

http://www.altimetergroup.com/

http://www.altimetergroup.com/

Keynote Priorities 110405080134 Phpapp01

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