GSMI Social Media Strategies Summit Closing Keynote

1 Putting It Into Practice: Proven Approaches To SocialGSMI Social Media Strategies SummitFebruary 9, 2012Chris SilvaIndustry Analyst

11 Relegated to the “Social Media Sanitation” The Situation  Customers become accustomed to “yelling in public”  Business units adopt “social media fever” and deploy on their own  Resources are limited, we can only do so much© 2011 Altimeter Group

12 Symptoms of “Social Media Sanitation” The Situation The Problem  Customers become  With limited resources, accustomed to “yelling in companies can‟t scale 1:1 public” dialog  Business units adopt  Efforts are uncoordinated “social media fever” and and fragmented –but you deploy on their own will have to clean up  Resources are limited, we  Demands will compound, can only do so much regardless of existing resources© 2011 Altimeter Group

21 Most companies organize into Hub and Spoke How Corporations Organize for Social Business in 2010 10.8% 28.8% 41% 18% 1.4% Decentralized Centralized Hub and Multiple Hub Holistic Spoke and Spoke Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010© 2011 Altimeter Group

22 Get ready internally for social business A partial list of requirements: 1. Formalize a Hub and Spoke model 2. Become an enabler of business units 3. Empower a corporate social strategist 4. Benchmark efforts over time© 2011 Altimeter Group

24 How the CoE and spokes work together: CoE Spokes  Set guidelines, policies and processes,  Manage social media efforts on and hold spokes accountable their own, within established guidelines  Provide and facilitate learning, education, and research in real time,  Report and coordinate with CoE reducing risk on strategy, deployment, and measurements  Own tools, and distribute best practices  Share best practices with CoE and other spokes  Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal© 2011 Altimeter Group

26 With executive support, Adobe adopted a Hub and Spoke model with a CoE at the Hub 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”© 2011 Altimeter Group

Dell‟s Social Media Listening Command Center listens and “internalizes” Dell-related conversations Dell tracks 22K plus conversations across the web to “„internalize‟ that feedback.”© 2011 Altimeter Group

34 Learning Best Practices  Start with the free and inexpensive tools.  Use terms related to your products, executives, competitors, and the market-at-large.  In addition, focus on customer pain points.  Quickly advance by using brand monitoring software and services.© 2011 Altimeter Group

37 TSA engages public with blog Since January 2008, the TSA Blog has received more than 41,000 comments. In November 2010, the blog was viewed nearly 1M times. “Blogger Bob” publishes posts and moderates comments on a weekly basis.© 2011 Altimeter Group

38 Randy at Boeing gives a “face to the company” – connecting via a conversational blog Boeing launched this blog as “an experiment” in 2005. Randy Tinseth, VP of Marketing, posts about the company and its planes, in a conversational and personal manner.© 2011 Altimeter Group

Dialog KPIs Share of Brand Mentions = Share of Voice Voice Total Mentions (Brand + Competitor A, B, C...n) Audience Comments + Shares + Trackbacks = Audience Engagement Engagement Total Views Conversation Total People Participating = Conversation Reach Reach Total Audience Exposure© 2011 Altimeter Group

40 Dialog best practices  Have the right mindset: Once you start, the market will expect you to maintain the conversation.  First listen to the conversation then add value to existing discussions.  Rely on ongoing findings from brand monitoring to define the “conversation calendar.”© 2011 Altimeter Group

43 US Army feature soldier voices for recruitment “The U.S. Armys „Telling the Soldier Story‟ YouTube Channel hosts video and newscasts posted by Army Soldiers serving their country all over the world.”© 2011 Altimeter Group

44 Nationwide service effort encourages sharing of service stories Started as a government-sponsored service campaign leading up to Sept. 11, 2009, Serve.gov encourages visitors to search volunteer opportunities, share their story and advocate volunteerism within their personal social networks.© 2011 Altimeter Group

45 Advocacy KPIs Active # of Active Advocates (w/in past 30 days) = Active Advocates Advocates Total Advocates Advocate Unique Advocates Influence = Advocate Influence Influence Total Advocate Influence Advocacy Number of Advocacy Driven Conversions = Advocacy Impact Impact Total Volume of Advocacy Traffic© 2011 Altimeter Group

46 Advocacy best practices  Start with simple sharing features or campaigns  Then, cultivate ongoing relationships with enthusiastic influencers, not just short-term campaigns.  Put advocates front and center – and invite them into the company.  Beyond prospects and customers, leverage internal evangelists as employee advocates© 2011 Altimeter Group

49 Key Take-Aways  Adapt your mindset. Social technologies requires a cultural shift – opening up a two-way dialog with customers. Be prepared for public conversations – the power has shifted to consumers.  Harness the crowd. 1:1 social media does not scale. Get the crowd to do the work with you.  Think beyond marketing. Leverage customer conversations across the customer lifecycle. And, nurture social business across the organization.  Develop strategy around business goals. Remember to approach this space with business objectives first –tools and technologies second.© 2011 Altimeter Group

52 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.© 2011 Altimeter Group

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GSMI Social Media Strategies Summit Closing Keynote

by Chris Silva

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