Social Readiness: Architecting a Connected Enterprise (Keynote)
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Transcript of Social Readiness: Architecting a Connected Enterprise (Keynote)
Social Readiness: Architecting a Connected Enterprise
Jeremiah OwyangIndustry Analyst and Partner
Keynote for KM WorldNov, 2011
1
© 2011 Altimeter Group
Companies Take Flight in Social Business2
© 2011 Altimeter Group
Last Year – for the First Time – Facebook Surpassed Google and Yahoo! for Share of Time Spent
Source: Comscore, February 2011
3
© 2011 Altimeter Group
Yet Social Has Many Risks4
© 2011 Altimeter Group
DKNY Fails to Respond to a PETA Facebook Takeover5
In 2010, PETA overtook the DKNY Facebook wall with “DK Bunny Butcher,” reaching over 200K fans. It took 12 hours for the post to get taken down.
© 2011 Altimeter Group
Cooks Source Magazine Refuses to Pay for a Blogger’s Content
Cooks Source Magazine lifted a blogger’s content and refused to pay her. She blogged about it, and the
Cooks Source Facebook page was filled with negative comments. The page was later hacked, and negative
comments are still being posted by “fans”, a year later.
© 2011 Altimeter Group
United Airlines Fails to Identify an Influencer7
A year after United breaks a musician’s guitar and
refuses to compensate him, the musician creates a song
and music video called, “United Breaks Guitars.” The video goes viral with
over ~10M views.
© 2011 Altimeter Group
A Belkin Employee Pays for Positive Amazon Reviews8
A Belkin employee posts ads on Newegg and Amazon, saying that he will pay 65
cents per positive review. The community discovers, and the
story is covered on multiple mainstream blogs.
© 2011 Altimeter Group
63 Interviews, 144 Enterprises Surveyed, 50 case examples analyzed
Independent research 100% funded by Altimeter Group
Published under the principle of Open Research and available at no cost
The Creative Commons License is Attribution-Noncommercial-Share Alike 3.0 United States at: http://creativecommons.org/licenses/by-nc-sa/3.0/us.
Based on Altimeter’s Research9
Download at: http://altimetergroup.com/
media_room
© 2011 Altimeter Group
Social Media Crises are on the Rise10
© 2011 Altimeter Group
Three-Fourths of Social Media Crises Could Have Been Diminished or Averted
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© 2011 Altimeter Group
Consumer Goods Experiences the Most Social Media Crises of all Industries
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© 2011 Altimeter Group
Social Media Crises Originate Evenly Across Platforms13
© 2011 Altimeter Group
#1 Cause of Social Media Crises: Exposure of Poor Customer Experience
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© 2011 Altimeter Group
Most Crises Do Not Have Financial Impact –Although Brand Damage Appears in Google
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© 2011 Altimeter Group
Possibly Preventable Companies did not Meet Readiness Requirements
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Employee Policy Internal rules and regulations on posting -- what can and cannot be posted
Internal EducationBest practices & education on what should be done in the social media landscape (for the social media team)
Moderation ProcessInternal review system for posts -- checks and balances in place to approve brand posts
Professional StaffDedicated & trained social media team with a listening platform. They monitor brand on social platforms
Triage Plan Plan to handle negative comments and disasters
Influencer IdentificationIdentification of top influencers in the space -- people that could have a negative/positive impact on the brand if they speak
Community GuidelinesGuidelines for the community (e.g. Facebook guidelines). These need to be clear and exhaustive
© 2011 Altimeter Group
DECENTRALIZED
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
© 2011 Altimeter Group
- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
CENTRALIZED
© 2011 Altimeter Group
HUB AND SPOKE
- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross
© 2011 Altimeter Group
MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
- e.g. HP
© 2011 Altimeter Group
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos, Intel, Best Buy
© 2011 Altimeter Group
Maslow Paved the Way22
© 2011 Altimeter Group
23
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
Climb the Social Business Hierarchy of Needs
© 2011 Altimeter Group
24
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
Level 1:Foundation
© 2011 Altimeter Group
Social Business Efforts Clearly Meet Business Goals as Programs FormalizeWould you agree that your social media efforts meet business objectives.
25
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
144 respondents, all over 1000 employees
© 2011 Altimeter Group
IBM has defined clear objectives – both macro and micro – for social media engagement
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Source: “IBM and Social Media Strategies and Tactics, by Christian Carlsson”
© 2011 Altimeter Group
Define expectations for associates with an internal Social Media Policy
Examples of Social Media Guidelines created by Intel and Cisco’s Centers of Excellence
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© 2011 Altimeter Group
Education is Required – at a Minimum to Distribute Policies and Ensure ConsistencyWould you agree that your company’s employees know how to represent the company in social media (what is allowed, not allowed)?
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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
144 respondents, all over 1000 employees
© 2011 Altimeter Group
Dell created a Social Media and Community (SMaC) Program to Train Internal Stakeholders
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Dell hosts internal “unconferences” and created a social media
university. In 9 weeks, it trained 1500 employees face to face on
topics like governance, policy, and best practices.
© 2011 Altimeter Group
Advanced companies far more likely to have employee certificationsDo you have a program to certify employees interested in participating in social media?
30
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees
© 2011 Altimeter Group
31
Dell certifies social media and community professionals
© 2011 Altimeter Group
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© 2011 Altimeter Group
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Don’t block trained employees who’s job it is to connect with customers.
© 2011 Altimeter Group
34
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
Level 2: Safety
© 2011 Altimeter Group
Average Composition of Social Media Team 35
© 2011 Altimeter Group
Prepare for Social Media Triage36
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer?
Comedian Want-to-Be?
NegativePositive
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer
know action taken
Are the facts correct?
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
Adapted from the US Air Force Blog Triage
© 2011 Altimeter Group p.37
Staples provides an open door policy on their social
media help desk. The transparency in online
personalities creates trust.
Staples lists community managers
© 2011 Altimeter Group
38
© 2011 Altimeter Group
39
Gatorade Monitors Conversations from a Dedicated Room
Gatorade’s Social Media Command Center is a
“war room for monitoring the brand in real-time across social media.”
© 2011 Altimeter Group
40
Firebell simulates social media crises in a safe environment.
Weber Shandwick offers FireBell a private crises simulation tool enabling brands to practice in real time in safe environment.
© 2011 Altimeter Group
Firebell Simulates Crises41
© 2011 Altimeter Group
42
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
Level 3: Formation
© 2011 Altimeter Group
Companies are averaging an overwhelming number of corporate owned accounts“Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)”
43
Platform Average # accounts
Twitter 39.2
Blog 31.9
Facebook 29.9
LinkedIn 28.8
Forum/Message Board/Communities 23.4
YouTube 9.4
Foursquare 6.3
All others 5.3
Flickr 3.8
Gowalla 0.3
Sum 178Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
140 respondents, all over 1000 employees
© 2011 Altimeter Group
Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local
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© 2011 Altimeter Group
Panasonic lists official accounts world-wide – each of six region has many accounts, plus global accounts
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© 2011 Altimeter Group
Cisco publishes to dozens of official blogs, Twitter, Facebook, and YouTube accounts
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© 2011 Altimeter Group
Ebay’s CoE (Global Hub) Coordinates Across Functions, Properties, and Geographies
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Responsible for
• Social Strategy
• Alignment of roadmaps and plans
• Analytics and reporting infrastructure
Monthly Social Media Council meetings, with knowledge sharing initiatives
Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
Ebay had $9.1B in revenues in 2010 and had 16K employees in 2008
© 2011 Altimeter Group
The mission of Adobe’s CoE: “Enable more coordinated and strategic social media initiatives across the company.”
Source: Maria Poveromo, “One Company’s Journey in Social Media”
48
Adobe’s CoE provides governance, policies and guidelines, training, measurement support, and best practices including “guardrails”
© 2011 Altimeter Group
49
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
Level 4: Enablement
© 2011 Altimeter Group
Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual SilosWould you agree that your social media strategy is embedded across corporate functions (e.g. Marketing, Sales, Support, Product, etc.)?
50
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees
© 2011 Altimeter Group
For IBM, the goal of the guidelines is not to constrain, but empower employees
51
© 2011 Altimeter Group
Cisco empowers employees with self-serve hub52
Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010
© 2011 Altimeter Group
Cisco empowers employees with self-serve hub53
Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010
© 2011 Altimeter Group
NVIDIA shares regular metrics reports across the organization
54
Source: Shanee Ben-Zur, NVIDIA,
Recipients include the CEO, global web teams, “and a huge group of folks across business units in marketing, product, customer care and engineering.”
© 2011 Altimeter Group
Salesforce Rewards Chatteratti55
© 2011 Altimeter Group
2M members connect and self-support within SAP Community Network
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SAP Community Network boasts over 2M internal and
external members with 6,000 forum posts daily
and over 200,000 assets, including posts in forums,
blogs, wikis, and other resources like whitepapers.
© 2011 Altimeter Group
57
MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Coordinated but across multiple brands and units
- e.g. HP, Microsoft, Tech Giants
© 2011 Altimeter Group
58
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos
© 2011 Altimeter Group
All Companies, Even Advanced, Lack Standard Measurement FrameworksWould you agree that you have standard measurement frameworks across the company to help benchmark deployments?
59
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
144 respondents, all over 1000 employees
© 2011 Altimeter Group
Find Your Way: Standardize Measurement within the Company
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© 2011 Altimeter Group
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Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
Level 5: Enlightenment
© 2011 Altimeter Group
Only the Most Advanced Companies Are Integrating Social Data into Customer DatabasesDo you have a process to record and integrate data from social interactions with customers into existing customer databases?
62
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees
© 2011 Altimeter Group
Advanced Companies are Formalizing Processes to Intake Customer InsightsDo you have a process to gather and share customer feedback from social channels with Product and/or Support teams?
63
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees
© 2011 Altimeter Group
64
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos
© 2011 Altimeter Group
Most Companies Organize into Hub and Spoke or Centralized
65
© 2011 Altimeter Group
Customers Submit and Vote Ideas on My Starbucks Idea66
Tens of thousands of customers and employees have submitted, commented, and voted on ideas that have resulted in new products, services, and efficiencies.
© 2011 Altimeter Group
Modeled After it’s IdeaStorm, Dell Created EmployeeStorm for Employee Innovation
67
Employee Storm has received over 4,100 ideas with 225,000 votes and 18,500 comments
© 2011 Altimeter Group
“Like” merchandise in the Levi’s store via Facebook and share with friends
68
© 2011 Altimeter Group
P&G Looks Outside for Innovation—Consumers, Retail Customers, Suppliers and Others (1/3)
69
“Connect + Develop helps P&G pursue outside ideas, solutions, processes—and even market-ready products”
© 2011 Altimeter Group
P&G Success Stories: Glad Press’n Seal, Swiffer (2/3)
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“More than 50% of our product initiatives involve significant collaboration with innovators outside of P&G” – Bruce Brown, CTO, P&G
© 2011 Altimeter Group
P&G is Making Outside-In Innovation Increasingly Public and Social (3/3)
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“We are interested in collaborating with innovators in areas such as packaging, design, distribution, business models, marketing models, consumer research methods, trademark licensing, technology, and new products or services” – Bruce Brown, CTO, P&G
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs72
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
1. Foundation: First, develop a business plan and put governance in place.
2. Safety: Then, get organized by anointing a team and process to deal with crises.
3. Formation: Next, connect business units to increase coordination and reduce duplication.
4. Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals.
5. Enlightenment: Finally, weave real-time market response into business processes and planning.
Pragmatic Next Steps73
74
Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
Thank You
With assistance from researcher Andrew Jones
© 2011 Altimeter Group
Architect a Connected Enterprise75
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment