Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011

1 Climb the Social Business Hierarchy of NeedsLeWeb Keynote, 2011December 8, 2011Jeremiah OwyangIndustry Analyst and Partner

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

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

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 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 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 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

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

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 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 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

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

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

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

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

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

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http://wearesocial.net	3322
http://www.scoop.it	1883
http://www.onemanandhisblog.com	1353
http://etiennechabot.com	1280
http://cooperative.wordpress.com	1033
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http://lonewolflibrarian.wordpress.com	179
http://wearesocial.com	160
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http://feeds.feedburner.com	80
http://www.customerrelationships.blogspot.mx	66
http://cureforthecommondigital.collected.info	60
http://rascasse.com	52
http://translate.googleusercontent.com	49
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http://customerrelationships.blogspot.com.es	25
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http://abtasty.com	19
http://dingeunddevelopment.collected.info	18
https://blackboard.cmich.edu	17

Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011

by Jeremiah Owyang

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