Jeremiah_Owyang_Amplify_presentation

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Developing a Social Strategy
For Amplify
June 6-10, 2011
Jeremiah Owyang
Industry Analyst and Partner

Agenda
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How the World Has Changed
2011: The State of Social Business
Baseline Requirements Needed for Getting Ready Internally
Developing a Social Strategy by Objectives
Final Remarks

Agenda
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Final Remarks

Image by ronni44052 used with Attribution as directed by Creative http://www.flickr.com/photos/ronnie44052/2730239605
How the World has Changed
© 2011 Altimeter Group

Social media are easy to use web publishing tools. As a result anybody can have a voice and be found through simple tools like Google search. This creates a power shift towards those who participate – and those that don’t must catch up.

Over 50% of Facebook’s 600M active users log in everyday (February 2011)
Source: Facebook, February 2011
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There are 140 million tweets a day (March 2011)

The average user spends 6 hours a month on social networks, 66% more than last year (April 2010)
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Customer trust each other more than they trust brands
Now they can use these tools to connect with each other
Organizations who are not part of this conversation are not relevant
To regain power, organizations must use the same tools customers do
What it means
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Is social media a fad or a trend?
Exercise

Is it limited to youth only?
Exercise

Agenda
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Final Remarks

Image by Pieter Musterdused with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
2011: Current State of Social Business

We surveyed 140 global corporate social strategists
“Career Path of the Corporate Social Strategist”
Published November 2010
Download at: http://bit.ly/agreportcareerpath
Independent research report published under the principle of Open Research
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Most programs have existed less than 3 years (Oct 2010)
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77% of programs are Novice or Intermediate
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Programs mostly report to Marketing or Corporate Communications
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Strategists work with limited budgets – averaging just $833,000 for all corporations
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Spending on 12 social business programs still nascent
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41% of programs are reactive to requests
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ROI measurements are the top internal priority
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What’s the best way to determine a social media budget?
Exercise

Agenda
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Final Remarks

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Getting Ready Internally

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What you will learn:
5 steps to get ready internally.

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To be successful using social technologies, companies must first prepare and align internalroles, policies, processesand education with their business objectives.Social business is aprofound change that impacts all departments in the organization.

Nestle’ lacked a Defense Strategy during crisis
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Nestle’ was under attack by Greenpeace. No matter what, the deck was stacked against them. Lack of mature and trained staff, a process, nor a policy to enforce – exacerbated the situation.

Southwest Airlines doesn’t recognize an Influencer Detractor
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Southwest Airlines suffered from an attack after a celebrity had a bad customer experience. Had they had Social CRM in place, they may have been able to identify an influencer first.

Fragmentation. Without central coordination, efforts will be fragmented and decentralized.
Lack of Efficiency. Costs increase as business units duplicate efforts and resources.
Lack of Accountability. Costs increase as business units deploy without proper “guardrails.”
Unable to Defend Brand. Without standard policies/processes, AAA will be less prepared for PR crises in social.
Inability to Scale. AAA will not be able to scale efforts to respond to increasing internal/external demands.
The opportunity costs of not getting coordinated
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Disclosure/ethics policy: Company statement defining expectations
Social media policy: Clarity for stakeholders, and reduce risk for employees and company
Community policy: Guidelines for customers and employees
Privacy policy: To protect customers’ data
1. Policies
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Protect the company and community with external facing policies
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SeaWorld defines community expectations on its social media properties, e.g. blog.
Walmart published a disclosure policy for its Elevenmoms program.

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Define expectations for associates with an internal Social Media Policy
Examples of Social Media Guidelines created by Intel and Cisco

Education:
New forms of marketing and communication require new skills
Inject fresh thinking and outsider perspectives
Sharing:
What tools are in place to facilitate rapid sharing?
How will different groups use these tools to learnfrom each other?
2. Education and Sharing
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Dell created a Social Media and Community (SMaC) program to train internal stakeholders
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Dell hosts internal unconferences, called SMaC, and created a social media university. In 9 weeks, it trained 1500 employees face to face on topics like governance, policy, and best practices.

Intel’s CoE empowers employees through education; has certified more than 1000 employees
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Intel created a “Digital IQ,” a global initiative to train all employees to become active in social media.
“The Buzz,” a monthly newsletter for internal Social Media Practitioners (SMPs)

Triage: Who should respond to what in near-real time?
Crises response plan: How will you respond as crises arise, even during off hours?
Insights intake: How will customer opinion be gathered and shared internally?
Support: How will social interactions be integrated with customer databases?
3. Processes
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Prepare for social media triage
Take reasonable action to fix issue and let customer know action taken
Negative
Positive
Yes
Yes
No
Assess the message
Evaluate the purpose
Do you want to respond?
Does customer need/deserve more info?
Unhappy Customer?
No Response
Yes
Are the facts correct?
Gently correct the facts
Yes
No
No
No
Can you add value?
DedicatedComplainer?
Are the facts correct?
Yes
Yes
No
No
Yes
Respond in kind & share
Thank the person
Comedian Want-to-Be?
Explain what is being done to correct the issue.
Is the problem being fixed?
Yes
No
Yes
Adapted from the US Air Force Blog Triage
Let post stand and monitor.

Situation: A customer is having a bad customer service experience while reporting an ATM card theft. He starts tweeting about it in real time:“Someone withdrew my entire checking account balance. Yet the AMP customer service line was rude responding, ‘Yeah right.’”What should you do?
Exercise #A

Situation: The customer records the conversation, and uploads in real time to YouTube.Within 2 hours, it starts to spread on Twitter, and in blogs. What should you do?
Exercise #B

Situation: The mainstream press like the Sydney Morning Herald are asking for quotes via Twitter.You see this, what should you do?
Exercise #C

4. Organizational Model

DECENTRALIZED
Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun
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CENTRALIZED
One department controls all efforts
Consistent
May not be as authentic
e.g. Ford
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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
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MULTIPLE HUB AND SPOKE
OR “DANDELION”
Similar to Hub and Spoke but across multiple brands and units
e.g. HP
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HOLISTIC OR “HONEYCOMB”
Each employee is empowered
Unlike Organic, employees are organized
e.g. Dell, Zappos
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Programs mostly organize into Hub & Spoke and Centralized

Key Roles:
Social Strategist
Community Managers
Supporting Roles:
Executives
HR/Associates
Legal
Support
Product
IT
5. Roles
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Who is the Corporate Social Strategist?
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Scott Monty
Head of Social Media
Ford Motor Co.
@ScottMonty
Manish Mehta
VP, Social Media and Community, Dell
@ManishatDell
Maria Poveromo
Director, Social Media, Adobe
@mariapoveromo

Success in their roles comes from being multi-disciplinary and risk-taking
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How do the skills and responsibilities of the role change as the program matures?
Exercise

Agenda
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Final Remarks

Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
Social Marketing Strategy

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What you will learn:
How to bring it back to business.

Five goals define your strategy, but always start with Learn and Listen
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Definition of Learning
Using social technologies to listen and learn from customers who are already speaking.

Learn with free search tools
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Paid services provide monitoring
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Other providers:
BuzzmetricsCymfony
Dow Jones
Lithium
Techrigy/Alterian
Visible Technologies
From Salesforce Radian6

From the Red Cross SM Policy: They’re listening to every conversation
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Dell launches a Social Media Command Center
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Dell uses Radian6 to power its social media monitoring of over 22K customer conversations on the social web.

Inside your organization, who should be responsible for Listening?
Exercise

Learning Best Practices
Start with the free or inexpensive tools like Google search, Google blog search, Twitter search.
Use terms related to your products, executives, and competitors products.
Quickly advance by using brand monitoring software and services like Lithium, Salesforce Radian6, Visible Technologies, and Cymfony.
Don’t scope too tight or too wide. The savvy will focus on customer pain points –not just brand or product mentions.
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Dialog with your community
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Definition of Dialog
Using social technologies to respond to or initiate conversations in social channels

Wells Fargo blogs offers more conversational dialog
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Wells Fargo’s blog has multiple contributors, identified by name and photo. It strikes a friendly tone and embraces comments with a prominent comment field.

INGDirect initiates conversations around saving money, not products, on its blog and Facebook
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Red Cross responds to Haiti FAQs on blog, YouTube, and Facebook
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Dialog KPIs in action
Share of Voice:
Audience Engagement:
Conversation Reach:

How is Dialog different than traditional marketing?
Exercise

Dialog best practices
Have the right mindset: Once you start, customers are expecting you to maintain the conversation.
Like in real life, the same rules of conversation etiquette apply. Be a good listener, considerate, kind, and thoughtful.
As a best practice, first listen to the conversation then add value to existing discussions.
Rely on ongoing findings from brand monitoring to define the “conversation calendar.”
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Empower advocates for your brand
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Definition of Advocate
Recruiting an “unpaid army” of highly engaged fans to promote your brand through social technologies

Visa capitalizes on World Cup fans desire to share videos
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Visa created its Go Fans YouTube channel to connect with World Cup fans. Fans can view or upload their own videos, or use its Match Planner to create and share viewing schedules.

AmEx’s Members Project leverages cause marketing
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AmEx’s charity project relies on Take Part as a platform, which doesn’t leverage social media as well as Chase’s Community Giving program. Voters do no have to Like its fan page to vote, and sharing is not a primary feature.

Microsoft recognizes Most Valuable Professionals
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Advocacy KPIs in action
Active Advocates:
Advocate Influence:
Advocacy Impact:

What are the downsides of Advocacy programs?
Exercise

Advocacy best practices
Don’t only think of advocacy in terms of short-term campaigns. Cultivate ongoing relationships with enthusiastic customers.
On social networks, leverage customers’ social graph through advocacy apps or promotions. See how vendors like Wildfire, Buddy Media, Zuberance, and Involvr help brands.
Put advocates front and center –e.g. acknowledge wherever possible to reward their loyalty – and invite them into the company
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Help your customers support each other
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Definition of Support
Assisting your customers directly, or by facilitating peer to peer support, via social technologies

Wells Fargo responds to customers – within business hours
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Demonstrating both a human voice and setting expectations of how they’ll help customers during office hours, Wells Fargo demonstrates best practices.

AmEx’s OPEN Forum connects small business owners with resources and networking
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OPEN Forum recruited 150 top experts to blog on related topics, as well as provides a “rolodex” where users can connect with other small biz owners.

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Support kpis in action
Social Media Issue Resolution Rate:
Resolution Time:
Customer Satisfaction Score:

Who should provide social support in a company?
Exercise

Support best practices
Mindset: Customers complaints are opportunities –not threats.
Caution: As companies accelerate their social support efforts, responding to customers in social channels reinforces the behavior of complaining in public.
Fix the root issues, beyond the customer complaints.
Transform your support processes and go where customers are.
Know when to support customers –and when to shift to private channels.
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Innovate with customer feedback
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Definition of Innovation
Using social technologies to source and collect customer feedback on current or future products and services

Charles Schwab uses private community to gather insight
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Charles Schwab launched a private community to gather insights from 350 Gen X non-clients. Schwab lowered account minimums and made other changes as a result.

TurboTax InnerCircle members submit and vote on ideas on Idea Exchange page
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With over 25K registered members, the InnerCircle community has resulted in over 50 implementations from over 100 ideas (as of April 2011).

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Innovation kpis in action
Topic Trends:
Sentiment Ratio:
Idea Impact:

Do opinions sourced from social media represent the overall customer base?
Exercise

Innovation best practices
Develop internal processes to intake feedback and external policies to set customer expectations
Don’t pay contributors, instead provide them with recognition.
Be transparent about why some popular ideas aren’t implemented, so customers still feel like their voices matter.
Provide frequent updates to ideas implemented, or give general status updates of ideas in the works
Don’t be swayed by the masses – it’s okay to decline your top ideas.
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Agenda
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Final Remarks

Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
Final Remarks

Adapt your mindset – there’s been a power shift.
Traditional go to market strategies do not apply, focus on dialog, transparency, real time, and authenticity .
Focus on business goals – and measure against them – not on technologies.
Empower business units with “guardrails”
Be pragmatic, get ready internally first.
Final remarks
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Open Research: Use and share with attribution
Available for download at www.altimetergroup.com/media-room

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THANK YOU
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
With assistance from Christine Tran, Sr. Researcher

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ABOUT US
Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage.
Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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