1
February 7, 2012
#smms
Jeremiah Owyang
Partner, Industry Analyst
Andrew Jones
Researcher
Social Media Management: An
Ind...
© 2012 Altimeter Group
2
Agenda
 Social Media Proliferation
 Industry Overview
 Emerging Market: Social
Media Managemen...
© 2012 Altimeter Group
This Webinar is based on our recent report:
Today we take a deeper dive
3
Available here: http://bi...
© 2012 Altimeter Group
Executives
Spoke Spoke
Spoke
Spoke Spoke
Spoke
Spoke
Spoke
Spoke
Spoke
Hub
Social
Media
Account
Soc...
© 2012 Altimeter Group
In 2010 Facebook surpassed Google and
Yahoo! for share of time spent on web properties
Source: Coms...
© 2012 Altimeter Group
Toward the end of 2011, it wasn’t even close
Source: Citi Investment Research and Analysis, Septemb...
© 2012 Altimeter Group
7
Companies now average an overwhelming number
of corporate-owned accounts
© 2012 Altimeter Group
© 2012 Altimeter Group
Panasonic lists official accounts world-wide – each of
six region has many accounts, plus global ac...
© 2012 Altimeter Group
Cisco publishes to Facebook, Twitter, Blogs, YouTube
Flickr, LinkedIn, and Slideshare accounts
9
© 2012 Altimeter Group
Companies not only have more accounts than
ever, but more people publishing on them
“Approximately ...
© 2012 Altimeter Group© 2011 Altimeter Group© 2012 Altimeter Group
Industry Overview
© 2012 Altimeter Group
Social media crises are on the rise
12
© 2012 Altimeter Group
Three-fourths of social media crises could
have been diminished or averted
13
© 2012 Altimeter Group
14
Yet companies are not coordinated
% Companies with a Coordinated Approach to Social Media Deploy...
© 2012 Altimeter Group
15
Few companies have a social media inventory
% Companies with a Social Inventory of Existing Soci...
© 2012 Altimeter Group
16
And immature efforts are not meeting objectives
% Companies for Which Social Media Efforts Meet ...
© 2012 Altimeter Group
How Social Media Program Managers Plan to Deal
with Increase in Customer Conversations
(Respondents...
18
© 2012 Altimeter Group
As a result, companies are moving away
from rapid adoption, and now forming
operational expertis...
© 2012 Altimeter Group© 2012 Altimeter Group
Social Media
Management Systems
© 2012 Altimeter Group
1) Governance
• Account control
• Cascading permissions
• Compliance and Archiving
2) Workflow
• Ta...
© 2012 Altimeter Group
21
SMMS Adoption Is Growing Rapidly –
Even Outpacing Predictions
Base: 2010, 2011 (Estimated): 140 ...
© 2012 Altimeter Group
SMMS Spending
22
Source: “How Corporations Should Prioritize Social Business Budgets” Altimeter Gro...
© 2012 Altimeter Group
0
2
4
6
8
10
12
SMMS Market: Confusing Messaging
Frequency of Messaging Elements across 25 SMMS ven...
© 2012 Altimeter Group
24
Five Use Cases for Social Media Management
Source: “A Strategy for Managing Social Media Prolife...
© 2012 Altimeter Group© 2012 Altimeter Group
Case Studies
© 2012 Altimeter Group
Case #1: Intense Response
Description:
High volume of interactions: support or marketing.
Requireme...
© 2012 Altimeter Group
Frontier Airlines operates more then 500 daily flights
to more than 80 destinations. But when a hai...
© 2012 Altimeter Group
As customers faced long waits at the ticket counters
and reservation lines, the social media group ...
© 2012 Altimeter Group
Frontier was able to engage with over 4,000
customers on the social web over a seven-day
period, an...
© 2012 Altimeter Group
Case #2: Social Broadcasting
Description:
Publishing marketing content (deals, media, news): PR or ...
© 2012 Altimeter Group
The Palms Hotel wanted to see
whether social media could
increase room bookings while
maintaining r...
© 2012 Altimeter Group
The Media Leaders, a group using HootSuite on
behalf of The Palms, used targeted messaging to
Twitt...
© 2012 Altimeter Group
Case #3: Platform Campaign Marketing
Description
Custom applications and features on specific socia...
© 2012 Altimeter Group
Pretzel Crisps wanted to raise brand awareness and
reward fan loyalty, so they used Buddy Media to
...
© 2012 Altimeter Group
Within 36 hours of posting the “buy one, get one”
offer to its Facebook page, Pretzel Crisps double...
© 2012 Altimeter Group
So Delicious wanted to create
new brand advocates, expand
its fan base, and ultimately
increase sal...
© 2012 Altimeter Group
During the campaign, So Delicious saw
its Facebook fan base grew by more
than 1,000% and received 3...
© 2012 Altimeter Group
Case #4: Distributed Brand Presence
Description
High number of dispersed customer engagement points...
© 2012 Altimeter Group
Intel needed to provide
content to 35 different
markets, as well as empower
regional stakeholders t...
© 2012 Altimeter Group
Today Intel has 4.4M+ Facebook fans with nearly
100 live Tabs and 35+ Pages globally under
Facebook...
© 2012 Altimeter Group
Case #5: Tailored Service & Support
Description
Custom development and white-glove support: large a...
© 2012 Altimeter Group
One of the world’s biggest lifestyle brands decided to
move toward social business, and partnered w...
© 2012 Altimeter Group
Beyond standard deployment features, this brand-
sensitive organization had special requirements, s...
© 2012 Altimeter Group
Results include:
 Profiled 655 key influencers and 3,700 consumers for new
social consumer and inf...
© 2012 Altimeter Group© 2012 Altimeter Group
Selecting a Vendor
© 2012 Altimeter Group
Vendor Overview:
Download report http://bit.ly/AltimeterSocial
46
© 2012 Altimeter Group© 2012 Altimeter Group
Image by Zoagli used with Attribution as directed by Creative Commons http://...
© 2012 Altimeter Group
1. Corporate lead compliance and risk audits will
mandate social media managements systems
2. An ov...
© 2012 Altimeter Group
 We will continue to publish additional data and
findings on the Web Strategy blog
• Vendors pleas...
50
Jeremiah Owyang
Industry Analyst
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
THANK YOU
Andrew ...
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소셜매지닝산업분석

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  • No sub bullets on agenda please.Missing is “Market Forces”“Future of this space”
  • This should be positioned as “diving deeper” than the report itself.Based on Recent Report, But Today We Take a Deeper Dive
  • Source: http://www.comscoredatamine.com/2011/02/2011-us-digital-year-in-review
  • http://blogs.wsj.com/marketbeat/2011/09/26/facebook-sucks-up-a-ridiculously-huge-and-growing-share-of-our-time-wasted-online/
  • AG logo this slide, as we’re transitioning to our data
  • http://news.panasonic.net/socialmedia/index.html
  • http://socialmedia.cisco.com/In May 2010 Cisco had: 61 Communities/Forums, 37 Blogs, 1 Wiki, 79 Facebook pages, 300 YouTube channels, 108 Twitter handles (586 total)Source: http://www.slideshare.net/lasandra5/social-mediasummit-feb2011
  • Build.
  • Brand: NASASMMS:“Not many people enjoy flying, but even fewer like delays and flight cancellations”
  • Brand: NASASMMS:
  • Brand: NASASMMS:
  • Brand: NASASMMS:http://www.freevegasclubpasses.com/wp-content/uploads/2011/03/palms-bann.jpg“What happens in vegas, stays in vegas… unless you’re tracking it every click of the way”
  • Brand: NASASMMS:
  • Brand: Pretzel CrispsSMMS: Buddy MediaHave you heard of Pretzel Crisps? Well..
  • Brand: Pretzel CrispsSMMS: Buddy Media
  • Brand: So DeliciousSMMS: Wildfirean organic non-dairy alternative to milk.
  • Brand: So DeliciousSMMS: Wildfire
  • Brand: IntelSMMS: Vitruehttps://www.facebook.com/IntelLatinAmerica
  • Brand: IntelSMMS: VitrueDespite the global dispersion, now they’re on a single platform which provides the hope for a consistent customer engagement, regardless of region
  • Brand: UndisclosedSMMS: SprinklrBrands are increasingly recognizing the need to engage with their customers.
  • Five future trends, should all be 5 different slides. Use graphics after text title
  • 소셜매지닝산업분석

    1. 1. 1 February 7, 2012 #smms Jeremiah Owyang Partner, Industry Analyst Andrew Jones Researcher Social Media Management: An Industry Perspective
    2. 2. © 2012 Altimeter Group 2 Agenda  Social Media Proliferation  Industry Overview  Emerging Market: Social Media Management Systems  Case Studies  Selecting a Vendor  Future Trends
    3. 3. © 2012 Altimeter Group This Webinar is based on our recent report: Today we take a deeper dive 3 Available here: http://bit.ly/AltimeterSocial Includes: 1. Surveyed 144 enterprise-class corporations 2. Surveyed 27 vendors 3. Interviewed 71 brands, agencies, software vendors, and industry experts
    4. 4. © 2012 Altimeter Group Executives Spoke Spoke Spoke Spoke Spoke Spoke Spoke Spoke Spoke Spoke Hub Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Account Social Media Proliferation Media Account Social Media Account Media Account cial dia ount Soci Med Acco © 2012 Altimeter Group
    5. 5. © 2012 Altimeter Group In 2010 Facebook surpassed Google and Yahoo! for share of time spent on web properties Source: Comscore, February 2011 5
    6. 6. © 2012 Altimeter Group Toward the end of 2011, it wasn’t even close Source: Citi Investment Research and Analysis, September 2011 6
    7. 7. © 2012 Altimeter Group 7 Companies now average an overwhelming number of corporate-owned accounts © 2012 Altimeter Group
    8. 8. © 2012 Altimeter Group Panasonic lists official accounts world-wide – each of six region has many accounts, plus global accounts 8 © 2012 Altimeter Group
    9. 9. © 2012 Altimeter Group Cisco publishes to Facebook, Twitter, Blogs, YouTube Flickr, LinkedIn, and Slideshare accounts 9
    10. 10. © 2012 Altimeter Group Companies not only have more accounts than ever, but more people publishing on them “Approximately how many employees post content to official social accounts?” 10 Total Employees Avg. Number of Employees Posting 2,500 13 7,500 22 30,000 83 75,000 182 100,000+ 280 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees
    11. 11. © 2012 Altimeter Group© 2011 Altimeter Group© 2012 Altimeter Group Industry Overview
    12. 12. © 2012 Altimeter Group Social media crises are on the rise 12
    13. 13. © 2012 Altimeter Group Three-fourths of social media crises could have been diminished or averted 13
    14. 14. © 2012 Altimeter Group 14 Yet companies are not coordinated % Companies with a Coordinated Approach to Social Media Deployments Across the Company Base: 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)
    15. 15. © 2012 Altimeter Group 15 Few companies have a social media inventory % Companies with a Social Inventory of Existing Social Assets Within the Company Base: 142 global corporate social media program managers at companies with over 1000 employees (Q2 2011)
    16. 16. © 2012 Altimeter Group 16 And immature efforts are not meeting objectives % Companies for Which Social Media Efforts Meet Business Objectives Base: 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)
    17. 17. © 2012 Altimeter Group How Social Media Program Managers Plan to Deal with Increase in Customer Conversations (Respondents were allowed to select up to three choices) 17 Base: 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011) Top Priorities are Scalable Deployments
    18. 18. 18 © 2012 Altimeter Group As a result, companies are moving away from rapid adoption, and now forming operational expertise A strategy for social media proliferation is needed
    19. 19. © 2012 Altimeter Group© 2012 Altimeter Group Social Media Management Systems
    20. 20. © 2012 Altimeter Group 1) Governance • Account control • Cascading permissions • Compliance and Archiving 2) Workflow • Tag, flag, route • Followup 3) Intelligence • Reporting: Master view of all accounts • Analytics: Predictive, hot spot measurement What do Social Media Management Systems provide? 20
    21. 21. © 2012 Altimeter Group 21 SMMS Adoption Is Growing Rapidly – Even Outpacing Predictions Base: 2010, 2011 (Estimated): 140 global corporate social media program managers at companies with over 1000 employees (Q4 2010) 2011 (Actual): 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)
    22. 22. © 2012 Altimeter Group SMMS Spending 22 Source: “How Corporations Should Prioritize Social Business Budgets” Altimeter Group, February 2011 We found that average deal size is now about $75k, but some enterprise deals range from $1-3M
    23. 23. © 2012 Altimeter Group 0 2 4 6 8 10 12 SMMS Market: Confusing Messaging Frequency of Messaging Elements across 25 SMMS vendors yields a focus on “SMMS/Dashboard” and “Social Media Marketing” –yet few differentiate further. Frequencyofmentions
    24. 24. © 2012 Altimeter Group 24 Five Use Cases for Social Media Management Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012) Case #1: Intense Response Case #2: Social Broadcasting Case #3: Platform Campaign Marketing Case #4: Distributed Brand Presence Case #5: Tailored Service & Support
    25. 25. © 2012 Altimeter Group© 2012 Altimeter Group Case Studies
    26. 26. © 2012 Altimeter Group Case #1: Intense Response Description: High volume of interactions: support or marketing. Requirements include monitoring and alerting tools, sentiment analysis, influencer identification, workflow routing, and tiered-governance features for tactical support teams.
    27. 27. © 2012 Altimeter Group Frontier Airlines operates more then 500 daily flights to more than 80 destinations. But when a hail storm in July damaged 22 of Frontier’s planes, it meant thousands of customers would face cancellations and delays. Intense Response Case Study: Frontier Airlines 27 Image: The Denver Post, Cyrus McCrimmon / AP
    28. 28. © 2012 Altimeter Group As customers faced long waits at the ticket counters and reservation lines, the social media group used Radian6 to track mentions of Frontier across the social web and reach out to help customers to re- book flights, get up-to-date information, and let their customers know they were there to help. Intense Response Case Study: Frontier Airlines 28
    29. 29. © 2012 Altimeter Group Frontier was able to engage with over 4,000 customers on the social web over a seven-day period, and during that time saw over 700,000 visitors to their Facebook page. Intense Response Case Study: Frontier Airlines 29 A more recent storm in Denver also resulted in delays and cancellations – and Frontier was ready to respond
    30. 30. © 2012 Altimeter Group Case #2: Social Broadcasting Description: Publishing marketing content (deals, media, news): PR or marketing. Requirements include ability to post a variety of media types; ability to target messaging based on time, geography, social networks, and demographics; and a content library.
    31. 31. © 2012 Altimeter Group The Palms Hotel wanted to see whether social media could increase room bookings while maintaining room-rate integrity, and track transactions to show ROI. Social Broadcasting Case Study: The Palms Hotel 31
    32. 32. © 2012 Altimeter Group The Media Leaders, a group using HootSuite on behalf of The Palms, used targeted messaging to Twitter and Facebook users based on keywords and location, including trackable links. Social Broadcasting Case Study: The Palms Hotel 32 In a 30-day period The Palms gained 2,600 followers, exceeded the room rate reservation goal by 47% and exceeded revenue goals by 67%
    33. 33. © 2012 Altimeter Group Case #3: Platform Campaign Marketing Description Custom applications and features on specific social platforms: Interactive Marketers. Requirements include customizable, white-label applications such as contests, interactive media containers, Q&A, commerce features, etc.
    34. 34. © 2012 Altimeter Group Pretzel Crisps wanted to raise brand awareness and reward fan loyalty, so they used Buddy Media to create a “$1-off” Facebook coupon exclusively for fans. Three weeks later, Pretzel Crisps switched to a coupon that offered “buy one, get one free.” Platform Campaign Marketing Case Study: Pretzel Crisps 34
    35. 35. © 2012 Altimeter Group Within 36 hours of posting the “buy one, get one” offer to its Facebook page, Pretzel Crisps doubled its Facebook fan base from 14,000 to 29,000. Platform Campaign Marketing Case Study: Pretzel Crisps 35 Overall, Pretzel Crisps saw an 87% redemption rate on the “$1-off” coupon offer, and a 95% redemption rate on the “buy one, get one free” offer.
    36. 36. © 2012 Altimeter Group So Delicious wanted to create new brand advocates, expand its fan base, and ultimately increase sales. Partner agency Sterling-Rice group developed a “100 days of change” giveaway campaign idea – and then Wildfire was chosen to deliver the sweepstakes to Facebook users. Platform Campaign Marketing Case Study: So Delicious 36
    37. 37. © 2012 Altimeter Group During the campaign, So Delicious saw its Facebook fan base grew by more than 1,000% and received 322,664 sweepstakes entries. The company also experienced two of its most successful sales days ever, increased category share by 60%, and saw increase of sales units by 74%.* Platform Campaign Marketing Case Study: So Delicious 37 *Note: the same campaign also ran on TV and in print
    38. 38. © 2012 Altimeter Group Case #4: Distributed Brand Presence Description High number of dispersed customer engagement points: multiple brands, departments, locations, and partners. Requirements include scalable software that can manage a large number of users with cascading permissions, multiple social networks, and language capabilities.
    39. 39. © 2012 Altimeter Group Intel needed to provide content to 35 different markets, as well as empower regional stakeholders to adapt content and manage their own presence. To do so, Intel partnered with Vitrue to deploy a Social Media Management System and train hundreds of end users. Distributed Brand Presence Case Study: Intel 39
    40. 40. © 2012 Altimeter Group Today Intel has 4.4M+ Facebook fans with nearly 100 live Tabs and 35+ Pages globally under Facebook.com/Intel – all managed from a single dashboard. Distributed Brand Presence Case Study: Intel 40 Ekaterina Walter (@ekaterina), Social Media Strategist at Intel, told us Intel has up to 200 users using Vitrue’s SMMS, both internally and at agencies. Note: Some organizations require additional dimensions to this use case. Intel is a distributed organization, but is not publishing to blogs or many other networks like LinkedIn using their SMMS.
    41. 41. © 2012 Altimeter Group Case #5: Tailored Service & Support Description Custom development and white-glove support: large and regulated organizations Requirements include custom work and reporting, education programs, a large support team, data security and availability, and service-level agreements.
    42. 42. © 2012 Altimeter Group One of the world’s biggest lifestyle brands decided to move toward social business, and partnered with Sprinklr to: Tailored Service & Support Case Study: Large lifestyle brand 42 1. Establish a standard for social engagement and customer service 2. Generate positive social sentiment toward the brand 3. Identify and catalog influencers and advocates to build relationships and promote WOM
    43. 43. © 2012 Altimeter Group Beyond standard deployment features, this brand- sensitive organization had special requirements, such as:  A test environment with fake accounts, queues, and rules weeks in advance of launch  Collaboration with various client business units and agency partners to establish strategy and policies  Around-the-clock dedicated strategy, support, and engineers during initial launch week  Custom daily reports Tailored Service & Support Case Study: Large lifestyle brand 43
    44. 44. © 2012 Altimeter Group Results include:  Profiled 655 key influencers and 3,700 consumers for new social consumer and influencer database in first three days of launch  Real-time crisis support: provided strategic and technical solutions when campaign keywords became hijacked by an unaffiliated group  Allowed 60+ users across 11 sub-brands and various business units to engage directly with users around the globe Tailored Service & Support Case Study: Large lifestyle brand 44
    45. 45. © 2012 Altimeter Group© 2012 Altimeter Group Selecting a Vendor
    46. 46. © 2012 Altimeter Group Vendor Overview: Download report http://bit.ly/AltimeterSocial 46
    47. 47. © 2012 Altimeter Group© 2012 Altimeter Group Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253 Future Trends
    48. 48. © 2012 Altimeter Group 1. Corporate lead compliance and risk audits will mandate social media managements systems 2. An oversaturation of vendors entering the space from several directions, causing price erosion in near term 3. Beyond agency adoption, outsourced call centers fuel new growth 4. This saturated market will shake out, similar to other social software markets 5. Integration with other communication and intelligence systems will provide new value Five Future Market Trends for the Social Management Space 48
    49. 49. © 2012 Altimeter Group  We will continue to publish additional data and findings on the Web Strategy blog • Vendors please keep us updated • We’re seeking case studies from brands  We offer the following services for Brands • Best practices workshops • Customized vendor selection based on internal interviews  We offer the following for Agencies and Vendors • Strategy session: Roadmap, partnerships, go to market • Lead generation through webinars, and in person speeches. Altimeter’s Continued Role 49
    50. 50. 50 Jeremiah Owyang Industry Analyst jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang THANK YOU Andrew Jones Researcher andrew@altimetergroup.com andrewmjones.com Twitter: andrewjns
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