1   Climb the Social Business   Hierarchy of NeedsLeWeb Keynote, 2011December 8, 2011Jeremiah OwyangIndustry Analyst and P...
Image by pilotsofswiss used with Attribution as directed by Creative Commons http://www.flickr.com/photos/pilotsofswiss/51...
Image by compacflt used with Attribution as directed by Creative Commons http://www.flickr.com/photos/compacflt/5310939930...
4© 2011 Altimeter Group
5       Open Research: Social Business Readiness        “How Advanced         Companies Prepare         Internally”      ...
Programs are nascent, lacking long-term       direction                                                 Data from Q4, 2010...
7       Companies are averaging an overwhelming       number of corporate owned accounts       “Approximately how many off...
Integrating Social on Websites lack       Strategy© 2011 Altimeter Group
9       Social Media Crises are on the Rise© 2011 Altimeter Group
10       Companies falling into Social Sanitation       Creative Commons Licensed http://www.flickr.com/photos/moran/16040...
11                         Focus: climb the               Social Business Hierarchy of                          Needs© 201...
12       Maslow paved the way© 2011 Altimeter Group
13       Climb the Social Business Hierarchy of Needs                                                                     ...
14       Climb the Social Business Hierarchy of Needs                                                                     ...
15       Education is Required: at a Minimum to Distribute Policies       and Ensure Consistency       Would you agree tha...
16       Dell created a Social Media and Community       (SMaC) Program to Train Internal Stakeholders     Dell hosts inte...
17       Define expectations for associates with an       internal Social Media Policy           Examples of Social Media ...
18       Climb the Social Business Hierarchy of Needs                                                                     ...
DECENTRALIZED                         -   Organic growth                         -   Authentic                         -  ...
CENTRALIZED                         -   One department controls all efforts                         -   Consistent        ...
HUB AND SPOKE                         -   One hub sets rules and procedures                         -   Business units und...
MULTIPLE HUB AND SPOKE                                        OR “DANDELION”                         - Similar to Hub and ...
HOLISTIC OR “HONEYCOMB”                         - Each employee is empowered                         - Unlike Organic, emp...
The Composition of a Social Media Team                         Average Size of a Corporate Social Media Team: 11          ...
25       H&R Block models response and engagement                         Source: David Armano, Edelman (http://www.flickr...
26       FireBell simulates social media crises in a safe       environment           Weber Shandwick offers            Fi...
27       Climb the Social Business Hierarchy of Needs                                                                     ...
28       Companies are averaging an overwhelming       number of corporate owned accounts       “Approximately how many of...
29       Four Seasons Hotels have hundreds of individual       Facebook and Twitter accounts – global and local© 2011 Alti...
30       Panasonic lists official accounts worldwide – each of       six region has many accounts, plus global accounts© 2...
31       On average, 1 out of 330 employees publishes       on social media for business.        2,500 employee have abou...
32       Climb the Social Business Hierarchy of Needs                                                                     ...
33       Only the Most Advanced Companies are Conducting Social       Business Holistically, Beyond Individual Silos      ...
34       Cisco empowers employees with self-serve hub                         Source: Petra Neiger, “Cisco’s Social Media ...
35       Salesforce rewards Chatteratti© 2011 Altimeter Group
36       Climb the Social Business Hierarchy of Needs                                                                     ...
37                SoLoMoFuels the Predictive                       Business© 2011 Altimeter Group
38       Only the Most Advanced Companies Are Integrating Social       Data into Customer Databases       Do you have a pr...
39                              HOLISTIC OR “HONEYCOMB”                         - Each employee is empowered              ...
40       Starbucks learns about loyal customers in-store© 2011 Altimeter Group
41       P&G is Making Outside-In Innovation       Increasingly Public and Social                         “We are interest...
42       Modeled After it’s IdeaStorm, Dell Created       EmployeeStormfor Employee Innovation                            ...
43       Pragmatic Next Steps       1. Foundation: First, develop a business plan and          put governance in place.   ...
44   Slides at: Web-Strategist.com                                   Research Team                                   Jerem...
45       Climb the Social Business Hierarchy of Needs                                                                     ...
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Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011

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Climb the Social Business Hierarchy of Needs

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  • Great stuff as usual Jeremiah. Love to get your views on the size of the global Social Business market at some stage too - that would sure inspire so people! I have seen Forrester forecasts and others but, some major variances.
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  • Very good open research...
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  • Thanks, Jeremiah. Again valid arguments on the status-quo of Social Media at large companies. Would love to see user's expectations in comparison to companies engagement from your point of view. Have you published that anywhere? Love your sharp style :) Cheers, Flo.
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  • Very nice presentation. I like the analogy with the Maslow-pyramid. Looking at this presentation, most organisations have a long way to go...
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  • Great data. Thanx a lot. KMF experiences the same effects. That is why we see more and more bigger companies coming up for our social media content management system somex, where they can manage multiple accounts for their teams and execute campaigning and CRM at the same time.
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  • This title is boring
  • http://www.flickr.com/photos/pilotsofswiss/5198554176
  • http://4.bp.blogspot.com/_Tkk62bYKQYA/S-Cm21meOsI/AAAAAAAAAyQ/xZNVsOHwl3c/s1600/photo_retail_help.jpg
  • http://www.buzzfeed.com/melismashable/washington-post-and-facebook
  • Where most companies are – prepared or not prepared, some data.
  • They now have 100% of employees on Chatter, and 100% of executives are using social media in some way
  • The Social Media Governance website has over 160 Social Media policy documents from a wide variety of companies
  • Talk about what we learned first hand about these models
  • Maybe mention tony Hseigh
  • http://www.mstechpages.com/2011/01/12/microsoft-official-social-network-accounts/
  • http://news.panasonic.net/socialmedia/index.html
  • Hub and spoke, mulitple hub and spoke
  • Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010 http://www.slideshare.net/petra1400/ciscos-social-media-organization-and-case-studies
  • http://bits.blogs.nytimes.com/2010/03/11/starbucks-fans-can-become-a-barista-on-foursquare/http://mashable.com/2010/03/11/foursquare-starbucks/April 12, 2010<tags>#foodbev#mobile #geo#advocate#christine
  • https://secure3.verticali.net/pg-connection-portal/ctx/noauth/PortalHome.doSept 6, 2011 Example of open innovation success: One notable Procter and Gamble problem that was solved by an outside scientist involved a product the company wanted to develop to keep cotton shirts wrinkle-free. P&G could not come with an anti-wrinkle method on its own and so approached a knowledge broker who posted a few details of the dilemma to its network of solvers.From the volume of submissions received a solution was found, though it came from an unusual place, not one that P&G had expected. The answer was sent in from the laboratory of a professor studying polymers related to the semiconductor industry. His idea when applied to garments neatly solved P&G’s wrinkle problem. http://www.ideaconnection.com/open-innovation-success/Open-Innovation-Solution-to-a-Cotton-Shirts-Wrinkling-00144.html
  • http://www.socialmediaonline.com/dell-blogging-idea-storm-to-employee-storm/Launched in 2007, Dell employees have posted thousands of ideas and cast hundreds of thousands of votes.Statistical success can be measured by the fact that Employee Storm has received over 4,100 ideas with 225,000 votes and 18,500 comments. Such achievements have surpassed the initial purpose of the project and have resulted in fast evolution of the work culture. Employees now like the sharing of ideas through blogs and find information easily through transparent means.April 12, 2010<tags>#tech #ce#innoplat#innovate#christine
  • Where most companies are – prepared or not prepared, some data.
  • Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011

    1. 1. 1 Climb the Social Business Hierarchy of NeedsLeWeb Keynote, 2011December 8, 2011Jeremiah OwyangIndustry Analyst and Partner
    2. 2. Image by pilotsofswiss used with Attribution as directed by Creative Commons http://www.flickr.com/photos/pilotsofswiss/5198554176 2© 2011 Altimeter Group
    3. 3. Image by compacflt used with Attribution as directed by Creative Commons http://www.flickr.com/photos/compacflt/5310939930 3© 2011 Altimeter Group
    4. 4. 4© 2011 Altimeter Group
    5. 5. 5 Open Research: Social Business Readiness  “How Advanced Companies Prepare Internally”  Based on: • 63 interviews and briefings with corporate practitioners and technology providers • 144 survey respondents at companies with more than 1000 employees • Analysis of 50 Social Media case studies around crises© 2011 Altimeter Group
    6. 6. Programs are nascent, lacking long-term direction Data from Q4, 2010© 2011 Altimeter Group
    7. 7. 7 Companies are averaging an overwhelming number of corporate owned accounts “Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)” Platform Average # accounts Twitter 39.2 Blog 31.9 Facebook 29.9 LinkedIn 28.8 Forum/Message Board/Communities 23.4 YouTube 9.4 Foursquare 6.3 All others 5.3 Flickr 3.8 Gowalla 0.3 Sum 178 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2011 Altimeter Group
    8. 8. Integrating Social on Websites lack Strategy© 2011 Altimeter Group
    9. 9. 9 Social Media Crises are on the Rise© 2011 Altimeter Group
    10. 10. 10 Companies falling into Social Sanitation Creative Commons Licensed http://www.flickr.com/photos/moran/1604096255/© 2011 Altimeter Group
    11. 11. 11 Focus: climb the Social Business Hierarchy of Needs© 2011 Altimeter Group
    12. 12. 12 Maslow paved the way© 2011 Altimeter Group
    13. 13. 13 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
    14. 14. 14 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
    15. 15. 15 Education is Required: at a Minimum to Distribute Policies and Ensure Consistency Would you agree that your company’s employees know how to represent the company in social media (what is allowed, not allowed)? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 144 respondents, all over 1000 employees© 2011 Altimeter Group
    16. 16. 16 Dell created a Social Media and Community (SMaC) Program to Train Internal Stakeholders Dell hosts internal “unconferences” and created a social media university. In 9 weeks, it trained 1500 employees face to face on topics like governance, policy, and best practices.© 2011 Altimeter Group
    17. 17. 17 Define expectations for associates with an internal Social Media Policy Examples of Social Media Guidelines created by Intel and Cisco’s Centers of Excellence© 2011 Altimeter Group
    18. 18. 18 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
    19. 19. DECENTRALIZED - Organic growth - Authentic - Experimental - Not coordinated - e.g. Sun© 2011 Altimeter Group
    20. 20. CENTRALIZED - One department controls all efforts - Consistent - May not be as authentic - e.g. Ford© 2011 Altimeter Group
    21. 21. 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© 2011 Altimeter Group
    22. 22. MULTIPLE HUB AND SPOKE OR “DANDELION” - Similar to Hub and Spoke but across multiple brands and units - e.g. HP© 2011 Altimeter Group
    23. 23. HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Dell, Zappos, Intel, Best Buy© 2011 Altimeter Group
    24. 24. The Composition of a Social Media Team Average Size of a Corporate Social Media Team: 11 Base: 144 global corporate social media program managers at companies with over 1000 employees Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)© 2011 Altimeter Group
    25. 25. 25 H&R Block models response and engagement Source: David Armano, Edelman (http://www.flickr.com/photos/7855449@N02/5042953763)© 2011 Altimeter Group
    26. 26. 26 FireBell simulates social media crises in a safe environment Weber Shandwick offers FireBell a private crises simulation tool enabling brands to practice in real time in safe environment.© 2011 Altimeter Group
    27. 27. 27 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011 Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
    28. 28. 28 Companies are averaging an overwhelming number of corporate owned accounts “Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)” Platform Average # accounts Twitter 39.2 Blog 31.9 Facebook 29.9 LinkedIn 28.8 Forum/Message Board/Communities 23.4 YouTube 9.4 Foursquare 6.3 All others 5.3 Flickr 3.8 Gowalla 0.3 Sum 178 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2011 Altimeter Group
    29. 29. 29 Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local© 2011 Altimeter Group
    30. 30. 30 Panasonic lists official accounts worldwide – each of six region has many accounts, plus global accounts© 2011 Altimeter Group
    31. 31. 31 On average, 1 out of 330 employees publishes on social media for business.  2,500 employee have about 13 employees publishing  7,500 employees have about 22 employees publishing  30k employees have about 83 employees publishing  75,000 employees have about 182 employees publishing  100k plus average have about 280 employees publishing Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2011 Altimeter Group
    32. 32. 32 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011 Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
    33. 33. 33 Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual Silos Would you agree that your social media strategy is embedded across corporate functions (e.g. Marketing, Sales, Support, Product, etc.)? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 143 respondents, all over 1000 employees© 2011 Altimeter Group
    34. 34. 34 Cisco empowers employees with self-serve hub Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010© 2011 Altimeter Group
    35. 35. 35 Salesforce rewards Chatteratti© 2011 Altimeter Group
    36. 36. 36 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011 Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
    37. 37. 37 SoLoMoFuels the Predictive Business© 2011 Altimeter Group
    38. 38. 38 Only the Most Advanced Companies Are Integrating Social Data into Customer Databases Do you have a process to record and integrate data from social interactions with customers into existing customer databases? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 143 respondents, all over 1000 employees© 2011 Altimeter Group
    39. 39. 39 HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Twelpforce, Zappos© 2011 Altimeter Group
    40. 40. 40 Starbucks learns about loyal customers in-store© 2011 Altimeter Group
    41. 41. 41 P&G is Making Outside-In Innovation Increasingly Public and Social “We are interested in collaborating with innovators in areas such as packaging, design, distribution, business models, marketing models, consumer research methods, trademark licensing, technology, and new products or services” – Bruce Brown, CTO, P&G© 2011 Altimeter Group
    42. 42. 42 Modeled After it’s IdeaStorm, Dell Created EmployeeStormfor Employee Innovation Employee Storm has received over 4,100 ideas with 225,000 votes and 18,500 comments© 2011 Altimeter Group
    43. 43. 43 Pragmatic Next Steps 1. Foundation: First, develop a business plan and put governance in place. 2. Safety: Then, get organized by anointing a team and process to deal with crises. 3. Formation: Next, connect business units to increase coordination and reduce duplication. 4. Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals. 5. Enlightenment: Finally, weave real-time market responsefueling the predictive business.© 2011 Altimeter Group
    44. 44. 44 Slides at: Web-Strategist.com Research Team Jeremiah Owyang Christine Tran Andrew Jones© 2011 Altimeter Group
    45. 45. 45 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
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