1




 Social Strategy:
 Getting Your Company Ready


May 27th, 2010


Jeremiah Owyang
Founding Partner
Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835...
Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterk...
4



       Many companies do not engage with
       their customers          ENGAGEMENTdb ranked
                        ...
5



       Many companies like the idea, but do
       not fully execute




© 2010 Altimeter Group
6




                         Get Ready Internally First




© 2010 Altimeter Group
7




          To be successful using social technologies,
                 companies must first prepare and align
      ...
8



       Agenda
        Getting Your Company Ready
              • Research
              • Planning
              • R...
9




                 Getting Your Company Ready




© 2010 Altimeter Group
10




           Research




© 2010 Altimeter Group
11



       Customer profile
                  Demographics           Psychographics




             e.g. Where are moms...
12



       Socialgraphics
       1. Where are your customers online?
       2. What are your customers’social behaviors
...
13



       Engagement Pyramid
                                         Map out how your
                          Curati...
14



       Community pain points

              Communispace
          customer communities
          allow marketers to...
15



       Brand Monitoring Firms Offer Ability to
       Listen




© 2010 Altimeter Group
16



       Market analysis    Companies should constantly
                         measure what competitors are
        ...
17



       Current social audit

        What is your company currently doing in the
         social space? What are em...
Processes




© 2010 Altimeter Group
19



       Crisis response plan




© 2010 Altimeter Group
20



       Social media triage                                                                                        Ta...
Organizational Models




© 2010 Altimeter Group
22



       Centralized

        One department
         controls all efforts
        Consistent
        May not be as...
23



       Organic

        Organic growth
        Authentic
        Experimental
        Not coordinated
        e...
24



       Coordinated

        One hub sets rules, best
         practices, procedures
        Business units underta...
25



       Multiple hub and spoke or “Dandelion”


        Similar to
         Coordinated but
         across multiple...
26



       Holistic or “Honeycomb”

        Each employee is
         empowered
        Unlike Organic,
         emplo...
Policies




© 2010 Altimeter Group
28



       Disclosure/ethics policy
                                   From Walmart Elevenmom’s
                        ...
29



       Social media policy




        Intel updates it’s Social Media policy
      regularly (last in March 2010) a...
30



       Community policy

                           SeaWorld sets boundaries
                          on its blog f...
31



       Internal education    Host brown bags, invite external
                              speakers to talk, and pr...
32



       Communication and collaboration




                               Sites like Yammer, Socialtext
            ...
33




           Resources




© 2010 Altimeter Group
34



       Key roles
        Social strategist*:
              • Responsible for the overall program,
                i...
35



       Agencies
        Test to see that they focus on relationships, not
         campaigns.
        Ask when the...
36



       Customer advocates




© 2010 Altimeter Group
37



       Stakeholders
        Executives:
              • Approval to move forward, budget, allocate resources
      ...
38



       Reporting
                  Web analytics   Community analytics




© 2010 Altimeter Group
39




              Thank you



               Jeremiah Owyang
               jeremiah@altimetergroup.com
              ...
40




              About Us
               Altimeter Group is a Silicon Valley-based strategy research and
             ...
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Social strategy getting your company ready

  1. 1. 1 Social Strategy: Getting Your Company Ready May 27th, 2010 Jeremiah Owyang Founding Partner
  2. 2. Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835 Companies Jump Into Social © 2010 Altimeter Group
  3. 3. Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841 Yet Most Companies Fail to Plan Properly © 2010 Altimeter Group
  4. 4. 4 Many companies do not engage with their customers ENGAGEMENTdb ranked the world's most valuable brands based on how they leverage social media to interact with customers. Source: http://www.engagementdb.com © 2010 Altimeter Group
  5. 5. 5 Many companies like the idea, but do not fully execute © 2010 Altimeter Group
  6. 6. 6 Get Ready Internally First © 2010 Altimeter Group
  7. 7. 7 To be successful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders with their business objectives. Social business is a profound change that impacts all departments in the organization. © 2010 Altimeter Group
  8. 8. 8 Agenda  Getting Your Company Ready • Research • Planning • Resources  Social Readiness Checklist and Scorecard  Questions © 2010 Altimeter Group
  9. 9. 9 Getting Your Company Ready © 2010 Altimeter Group
  10. 10. 10 Research © 2010 Altimeter Group
  11. 11. 11 Customer profile Demographics Psychographics e.g. Where are moms e.g. Who are moms online? influenced by? Source: “Digital Mom,” RazorFish and CafeMom, 2009 © 2010 Altimeter Group
  12. 12. 12 Socialgraphics 1. Where are your customers online? 2. What are your customers’social behaviors online? 3. What social information or people do your customers rely on? 4. What is your customers’social influence? Who trusts them? 5. How do your customers use social technologies in the context of your products. © 2010 Altimeter Group
  13. 13. 13 Engagement Pyramid Map out how your Curating customers social behaviors online in order to determine what technologies to deploy. Producing Commenting Sharing Watching © 2010 Altimeter Group
  14. 14. 14 Community pain points Communispace customer communities allow marketers to gain insights from their own customers Source: Communispace © 2010 Altimeter Group
  15. 15. 15 Brand Monitoring Firms Offer Ability to Listen © 2010 Altimeter Group
  16. 16. 16 Market analysis Companies should constantly measure what competitors are doing in the social space. Here are some examples in the hotel industry that can be added to a chart of industry assets. © 2010 Altimeter Group
  17. 17. 17 Current social audit  What is your company currently doing in the social space? What are employees doing? Product team, field, and support?  Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.  Tip: Don’t relegate social media to Gen Y just because they use it for personal use. © 2010 Altimeter Group
  18. 18. Processes © 2010 Altimeter Group
  19. 19. 19 Crisis response plan © 2010 Altimeter Group
  20. 20. 20 Social media triage Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Does customer Do you want Evaluate the need/deserve more to respond? message purpose info? No Yes Unhappy Yes Are the facts No Gently correct the Response Customer? correct? facts No Yes Can you No Dedicated Yes Are the facts No add value? Complainer? correct? No Yes Is the Explain what is being Respond in Thank the Comedian Yes problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Let post stand and monitor. © 2010 Altimeter Group
  21. 21. Organizational Models © 2010 Altimeter Group
  22. 22. 22 Centralized  One department controls all efforts  Consistent  May not be as authentic  e.g. Ford © 2010 Altimeter Group
  23. 23. 23 Organic  Organic growth  Authentic  Experimental  Not coordinated  e.g. Sun © 2010 Altimeter Group
  24. 24. 24 Coordinated  One hub sets rules, best practices, procedures  Business units undertake own efforts  Spreads widely around the org  Takes time  e.g. Red Cross © 2010 Altimeter Group
  25. 25. 25 Multiple hub and spoke or “Dandelion”  Similar to Coordinated but across multiple brands and units  e.g. HP © 2010 Altimeter Group
  26. 26. 26 Holistic or “Honeycomb”  Each employee is empowered  Unlike Organic, employees are organized.  e.g. Dell, Zappos © 2010 Altimeter Group
  27. 27. Policies © 2010 Altimeter Group
  28. 28. 28 Disclosure/ethics policy From Walmart Elevenmom’s disclosure policy: “Participation in the Walmart Elevenmoms program is voluntary. Participants in the program are required to clearly disclose their relationship with Walmart as well as any compensation received, including travel opportunities, expenses or products. In the event that products are received for review, participants may keep or dispose of product at their discretion. © 2010 Altimeter Group
  29. 29. 29 Social media policy Intel updates it’s Social Media policy regularly (last in March 2010) and offers tips and pragmatic rules of engagement such as “Be transparent,” “Be judicious,” and “Write what you know.” © 2010 Altimeter Group
  30. 30. 30 Community policy SeaWorld sets boundaries on its blog for readers. For example, Seaworld asks for favorite park experiences and tips, and will not post “foul or offensive language.” © 2010 Altimeter Group
  31. 31. 31 Internal education Host brown bags, invite external speakers to talk, and promote memberships in organizations like Social Media Club or Social Media Business Council, as seen here. Internal training is important to organizational change. © 2010 Altimeter Group
  32. 32. 32 Communication and collaboration Sites like Yammer, Socialtext and Socialcast offer lightweight ways for staff to share insights and best practices internally. Telligent is a more robust enterprise- level tool. © 2010 Altimeter Group
  33. 33. 33 Resources © 2010 Altimeter Group
  34. 34. 34 Key roles  Social strategist*: • Responsible for the overall program, including ROI. • There may be multiple strategists at each spoke.  Community manager: • Customer facing role trusted by customers. • Companies may have dozens of community managers. *Look out for our research paper on the role of the Social Strategist later this year. © 2010 Altimeter Group
  35. 35. 35 Agencies  Test to see that they focus on relationships, not campaigns.  Ask when they failed at social media – and what they learned. • Hire only agencies with “scar tissue.”  Leverage agencies and have them train you in all things social. • Enable fast, concerted entry into the market.  Be wary of agencies wanting to craft your strategy – only you can do that. © 2010 Altimeter Group
  36. 36. 36 Customer advocates © 2010 Altimeter Group
  37. 37. 37 Stakeholders  Executives: • Approval to move forward, budget, allocate resources  Communications: • What new skills will they need to learn and unlearn?  Employees: • How will they be educated, armed, and supported?  Legal: • Protect employees and corporation by co-creating policies and guidelines © 2010 Altimeter Group
  38. 38. 38 Reporting Web analytics Community analytics © 2010 Altimeter Group
  39. 39. 39 Thank you Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang © 2010 Altimeter Group
  40. 40. 40 About Us Altimeter Group is a Silicon Valley-based strategy research and consulting firm that provides companies with a pragmatic approach to disruptive technologies. 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 info@altimetergroup.com. © 2010 Altimeter Group
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