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Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)
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Four Laws of Social Business (Jeremiah Owyang, Altimeter Group)

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SMASH Summit keynote by Jeremiah Owyang, Altimeter Group (May 2010)

SMASH Summit keynote by Jeremiah Owyang, Altimeter Group (May 2010)

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  • [Screenshot of Microsoft MVP, add a few photos]
  • [Screenshot of Walmart 11 moms. Add a few photos too]
  • Transcript

    • 1. Four Laws of Social Business<br />Jeremiah Owyang<br />Altimeter Group<br />May 2010<br />1<br />SMASH SUMMITT<br />
    • 2. There are more than four.<br />Laws can be broken, but not without consequences.<br />Whether a buyer or seller, abide by these to prosper.<br />The thing about the laws…<br />2<br />
    • 3. Four Laws of Social Business<br />3<br />
    • 4. Image taken by 0108dk used with Attribution as directed by Creative http://www.flickr.com/photos/0108dk/4181928709/<br />1) Don’t Fondle the Hammer<br />© 2010 Altimeter Group<br />
    • 5. Run when you hear “Twitter Strategy” or “Facebook Strategy” – it’s putting the cart before the horse.<br />Instead, focus on how you’ll understand customers.<br />Then choose a business objective.<br />First, focus on customers<br />5<br />
    • 6. Socialgraphics<br />6<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphic<br />
    • 7. Where are your customers online?<br />What are your customers’ social behaviors online?<br />What social information or people do your customers rely on?<br />What is your customers’ social influence? Who trusts them?<br />How do your customers use social technologies in the context of your products.<br />Socialgraphics asks key questions<br />7<br />
    • 8. Social Strategy Objectives<br />8<br />
    • 9. Focus on building the house – not the hammer<br />
    • 10. 2) Live the 80% rule<br />© 2010 Altimeter Group<br />
    • 11. Treat social success like launching a new product.<br />80% of success is getting your company ready – only 20% is about the technologies. <br />You can’t love your customers ‘till you love yourself first. <br />Get your company ready<br />11<br />
    • 12. Crisis response plan<br />12<br />
    • 13. Social media triage<br />13<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Let post stand and monitor.<br />
    • 14. One department controls all efforts<br />Consistent<br />May not be as authentic<br />e.g. Ford<br />Centralized<br />14<br />
    • 15. Organic growth<br />Authentic<br />Experimental<br />Not coordinated<br />e.g. Sun<br />Organic<br />15<br />
    • 16. One hub sets rules, best practices, procedures<br />Business units undertake own efforts<br />Spreads widely around the org<br />Takes time<br />e.g. Red Cross<br />Coordinated<br />16<br />
    • 17. Similar to Coordinated but across multiple brands and units <br />e.g. HP<br />Multiple hub and spoke or “Dandelion”<br />17<br />
    • 18. Each employee is empowered<br />Unlike Organic, employees are organized.<br />e.g. Dell, Zappos<br />Holistic or “Honeycomb”<br />18<br />
    • 19. Social strategist: Responsible for the overall program, including ROI<br />Community manager: Customer facing role trusted by customers<br />Roles<br />19<br />
    • 20. 3) Customers don’t care what department you’re in<br />© 2010 Altimeter Group<br />Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/<br />
    • 21.
    • 22. 22<br />Customer don’t care what department you’re in<br />
    • 23. Now, with social tools, every employee can talk to customers and prospects.  <br />Yet, this could create confusion with clients. <br />New systems will be needed to centralize data so customers have a holistic experience. <br />Customers deserve a holistic approach<br />23<br />
    • 24. Connects the Social Web with existing CRM Systems<br />Enables Brands to better manage relationships<br />Catch leads in real time<br />Allow for better account management<br />Anticipate customer needs<br />Social CRM helps companies catch up<br />24<br />
    • 25. The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />CustomerExperience<br />2. Social Marketing Insights<br />6. Social Sales Insights<br />9. Social Support Insights<br />12. Innovations Insights<br />14. Collaboration Insights<br />17. Seamless Customer Experience<br />3. Rapid Social Marketing Response<br />7. Rapid Social Sales Response<br />10. Rapid Social Response<br />13.Crowdsourced R&D<br />15. Enterprise Collaboration<br />18. VIP Experience<br />4. Social Campaign Tracking<br />8.Proactive Social Lead Generation<br />11. Peer-to-Peer Unpaid Armies<br />16. ExtendedCollaboration<br />5. Social Event Management<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />
    • 26. Not All 18 Social CRM Use Cases are Market Ready<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />
    • 27. Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/<br />4) Real time is *not* fast enough<br />© 2010 Altimeter Group<br />
    • 28. Evolution of the web<br />28<br />
    • 29. 29<br />Real time is not fast enough<br />
    • 30. Microsoft’s MVPs empowers community<br />
    • 31. Walmart’s 11 Moms gives consumers a voice<br />
    • 32. The Four Laws Of Social Business<br />32<br />
    • 33. How To Prosper<br />33<br />
    • 34. 34<br />THANK YOU<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang<br />
    • 35. 35<br />About Us<br />Altimeter Group is a Silicon Valley-based strategy research and<br />consulting firm that provides companies with a pragmatic<br />approach to disruptive technologies. We have four areas of<br />focus: Leadership and Management, Customer Strategy,<br />Enterprise Strategy, and Innovation and Design.<br />Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.<br />

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