1   Accelerating your Social   Strategy to PerformanceSeptember, 2012Jeremiah OwyangPartner, Industry Analyst
2       Agenda        Social Media Proliferation        Industry Overview        Develop a Strategy        The right t...
3                         Transportation                          has evolved                         over the years.     ...
4           Then came         the car, which             made         transportation             faster.© 2012 Altimeter G...
Market                                     Library                    People spread out and traveled to places            ...
6                         However, these advances required a                            more complex infrastructure.© 2012...
7                         As speed and complexity increase,                           so does the risk of a „Whoops‟.© 201...
8   Social media is similar. It began organically    and small-scale. But today there is a vast      network of people and...
Image by wjklosused with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213        ...
10       Social networks dominate time spent online                           Source: Citi Investment Research and Analysi...
11       98% of the top 100 brands are on Facebook, with       significant adoption of other social networks              ...
12       Companies now average an overwhelming number       of corporate-owned accounts© 2012 Altimeter Group
13       Companies not only have more accounts than ever,       but more people publishing on them       “Approximately ho...
14       Plus, social media crises have been on the rise© 2012 Altimeter Group
15       Many react inappropriately, late, or not at all© 2012 Altimeter Group
16       Three-fourths of social media crises could       have been diminished or averted© 2012 Altimeter Group
17       How do social media program managers plan to       deal with increase in customer conversations?       (Responden...
Develop a Strategy Now© 2012 Altimeter Group
19       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
20       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
21       Coke planned objectives specific to social media       first – before engaging                         Source: “C...
22       Kodak understands and measures against       business goals                         Source: http://www.kodak.com/...
23       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
24       Define expectations for associates with an       internal Social Media Policy           Examples of Social Media ...
25       Protect the company with external-facing       Community Policies     Yahoo! publishes simple yet      Even SeaWo...
26       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
27       Conduct a social media account audit© 2012 Altimeter Group
28       US Army lists approved social media       accounts; requires submission for approval© 2012 Altimeter Group
29       US Army lists approved social media accounts;       requires submission for approval                             ...
30       A social asset audit provides a comprehensive       view of corporate-owned accounts       For each asset (Facebo...
31       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
32       Applebee‟s supports 7000 employees in 1K       locations to monitor and respond in social media                  ...
33       Map permissions and workflow:       see H&R Block triage map                         Source: “H&R Block‟s Respons...
34       Plan for crises: e.g. FireBell simulates       social media crises in a safe environment           Weber Shandwic...
35       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
36       Develop a content strategy                         Source: “Cokes fans first approach in social communities,” Mic...
37       Coke developed a content strategy, including using       consumer content – and not to simply advertise          ...
38       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
39       Organize in a scalable way: formalize a       Hub and Spoke model            Move from fragmentation and decentra...
40       Have a trained team                         Average Size of a Corporate Social Media Team: 11                    ...
41       Anatomy of a Social Media “Center of       Excellence” Program                         Source: “Social Business R...
42       Intel empowers employees through education “Digital       IQ”; has certified more than 1000 employees            ...
43       Develop a Strategy                         1.   Establish business goals and a plan to achieve them              ...
The right technology: SMMS© 2012 Altimeter Group
45       Social Media Management Systems (SMMS)       provide, at a minimum:       1) Governance               • Account c...
46       SMMS Adoption Is Growing Rapidly –       Even Outpacing Predictions                Base: 2010, 2011 (Estimated): ...
47       Five Use Cases for Social Media Management       Case #1:                               Case #2:                 ...
Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253        ...
49© 2012 Altimeter Group
50© 2012 Altimeter Group
51       American Eagle converges media –and displays© 2012 Altimeter Group
52       Four Future Market Trends for the Social       Management Space       1. Corporate lead compliance and risk audit...
THANK YOU                                 Jeremiah Owyang                                 jeremiah@altimetergroup.com     ...
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Expion Keynote: Accelerating your Social Strategy to Performance

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Thanks to Andrew Jones @andrewjns for assistance on this deck. This was presented in Sept 11, 2012 in Raleigh at the Expion Conference.

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  • Bonjour
    Mon nom est Mlle merci hassan j'ai vu votre profil aujourd'hui et je
    est devenu intéressé à vous, je tiens également à vous en savez plus
    et je veux que vous envoyez un e-mail à mon adresse email afin que je puisse vous donner ma photo
    votre nouvel ami.

    mercy_hassan22@yahoo.in

    =====================================================================

    Hello
    My name is Miss mercy hassan I saw your profile today and i
    became interested in you, I will also want to know you more
    and I want you to send an email to my mailbox so that I can give you my picture
    yours new friend.

    mercy_hassan22@yahoo.in
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • @stephanie855 Converged media is one of the natural evolution points out of social. Get advertising skills or partner with those that do.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Wish I could have heard it. Are you suggesting that Converged Media is a created a a natural overlap or that it is possible that there would be platforms that provide/sell space for Converged Media?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks Jeremiah. Very Helpful - As always
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Nice work Jeremiah! Thanks for sharing. I enjoy your presentations and look forward to more of your work!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • image source: http://1.bp.blogspot.com/-DIrlys_r_pM/Tz1jDX3yQfI/AAAAAAAAAOg/TH8GxeRHBdk/s1600/checkered+flag.JPG
  • http://en.wikipedia.org/wiki/File:The_Cow_Boy_1888.jpg
  • 1924 Ford Model T truck belonging to the Texas Transportation Museum at the Texas Olive Ranch near Asherton.http://www.txtransportationmuseum.org/history-rr-asherton-gulf.php
  • Background: http://mi9.com/800x600/green-field-under-blue-sky_24581.html
  • Judge Harry Pregerson Interchange in LAhttp://img.desktopwallpapers.ru/world/pics/902938124f80b9d205ef5-1600.jpg
  • http://fishki.net/comment.php?id=16048
  • http://www.seriouswheels.com/2008/2008-Bentley-Brooklands-Brooklands-Racetrack-1280x960.htm
  • http://blogs.wsj.com/marketbeat/2011/09/26/facebook-sucks-up-a-ridiculously-huge-and-growing-share-of-our-time-wasted-online/
  • http://simplymeasured.com/blog/2012/08/how-top-brands-are-using-instagram-study/More information on the Interbrand 100: http://www.interbrand.com/EN/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
  • AG logo this slide, as we’re transitioning to our data
  • http://www.slate.com/blogs/future_tense/2012/08/16/united_airlines_loses_10_year_old_girl_enters_social_media_hell.htmlhttp://www.marketingpilgrim.com/2012/08/walmart-removes-fb-update-about-store-mugging-creates-even-more-trouble.html
  • The Social Media Governance website has over 160 Social Media policy documents from a wide variety of companies
  • http://www.army.mil/media/socialmedia/
  • http://www.army.mil/media/socialmedia/
  • Results: Applebee’s retains control over messaging and content, while dramatically improving ROI by connecting with customers at the local community level. With over 7,000 employees using Expion to manage 1000+ locations, Applebee’s has increased its engagement with their customers by building on their brand promise as your “Neighborhood Bar and Grill.”DATE: September 8, 2011Source: Expion deck sent to Christine#foodbev #restaurant #retail#learn #support #dialog#christine#facebook #twitter#smms #listening
  • http://www.slideshare.net/zenaweist/hrblockresponseprocess
  • http://www.intel.com/sites/sitewide/en_US/social-media.htm
  • Five future trends, should all be 5 different slides. Use graphics after text title
  • Expion Keynote: Accelerating your Social Strategy to Performance

    1. 1. 1 Accelerating your Social Strategy to PerformanceSeptember, 2012Jeremiah OwyangPartner, Industry Analyst
    2. 2. 2 Agenda  Social Media Proliferation  Industry Overview  Develop a Strategy  The right technology: SMMS  Future Trends© 2012 Altimeter Group
    3. 3. 3 Transportation has evolved over the years. First, people walked; some rode horses.© 2012 Altimeter Group
    4. 4. 4 Then came the car, which made transportation faster.© 2012 Altimeter Group
    5. 5. Market Library People spread out and traveled to places further away. Distributed networks formed.© 2012 Altimeter Group
    6. 6. 6 However, these advances required a more complex infrastructure.© 2012 Altimeter Group
    7. 7. 7 As speed and complexity increase, so does the risk of a „Whoops‟.© 2012 Altimeter Group
    8. 8. 8 Social media is similar. It began organically and small-scale. But today there is a vast network of people and businesses. Navigating the social infrastructure also involves increasing complexity and risk. How can brands be successful?© 2012 Altimeter Group
    9. 9. Image by wjklosused with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 9 Industry Overview: Brands are Jumping In© 2012 Altimeter Group
    10. 10. 10 Social networks dominate time spent online Source: Citi Investment Research and Analysis, September 2011© 2012 Altimeter Group
    11. 11. 11 98% of the top 100 brands are on Facebook, with significant adoption of other social networks Interbrand 100 Adoption by Social Network 100% 98% 94% % With Active Profile 80% 60% 64% 51% 40% 40% 20% 0% Facebook Twitter Google+ Pinterest Instagram Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study© 2012 Altimeter Group
    12. 12. 12 Companies now average an overwhelming number of corporate-owned accounts© 2012 Altimeter Group
    13. 13. 13 Companies not only have more accounts than ever, but more people publishing on them “Approximately how many employees post content to official social accounts?” 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© 2012 Altimeter Group
    14. 14. 14 Plus, social media crises have been on the rise© 2012 Altimeter Group
    15. 15. 15 Many react inappropriately, late, or not at all© 2012 Altimeter Group
    16. 16. 16 Three-fourths of social media crises could have been diminished or averted© 2012 Altimeter Group
    17. 17. 17 How do social media program managers plan to deal with increase in customer conversations? (Respondents were allowed to select up to three choices) Top Priorities are Scalable Deployments Base: 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)© 2012 Altimeter Group
    18. 18. Develop a Strategy Now© 2012 Altimeter Group
    19. 19. 19 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    20. 20. 20 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    21. 21. 21 Coke planned objectives specific to social media first – before engaging Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010© 2012 Altimeter Group
    22. 22. 22 Kodak understands and measures against business goals Source: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf© 2012 Altimeter Group
    23. 23. 23 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    24. 24. 24 Define expectations for associates with an internal Social Media Policy Examples of Social Media Guidelines created by Intel and Cisco‟s Centers of Excellence© 2012 Altimeter Group
    25. 25. 25 Protect the company with external-facing Community Policies Yahoo! publishes simple yet Even SeaWorld defines clear community guidelines community expectations on its social media properties© 2012 Altimeter Group
    26. 26. 26 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    27. 27. 27 Conduct a social media account audit© 2012 Altimeter Group
    28. 28. 28 US Army lists approved social media accounts; requires submission for approval© 2012 Altimeter Group
    29. 29. 29 US Army lists approved social media accounts; requires submission for approval “This site is designed to serve as a consolidated registry and resource for all information regarding official Army presences on public social media sites…”© 2012 Altimeter Group
    30. 30. 30 A social asset audit provides a comprehensive view of corporate-owned accounts For each asset (Facebook, Twitter, Community, YouTube, etc.) verify the following:  Date created  # of fans, followers, subscribers, members, etc.  Last interaction date  Frequency of interactions (From “Daily” to “No longer updated”)  Last post date  Frequency of posts  Health status  Owner and contact information© 2012 Altimeter Group
    31. 31. 31 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    32. 32. 32 Applebee‟s supports 7000 employees in 1K locations to monitor and respond in social media Source: Expion, Disclosure: An Altimeter client© 2012 Altimeter Group
    33. 33. 33 Map permissions and workflow: see H&R Block triage map Source: “H&R Block‟s Response Process” David Armano, Edelman 2010© 2012 Altimeter Group
    34. 34. 34 Plan for crises: e.g. 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.© 2012 Altimeter Group
    35. 35. 35 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    36. 36. 36 Develop a content strategy Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010© 2012 Altimeter Group
    37. 37. 37 Coke developed a content strategy, including using consumer content – and not to simply advertise Source: “Cokes fans first approach in social communities,” Michael Donnelly, February 12, 2010© 2012 Altimeter Group
    38. 38. 38 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    39. 39. 39 Organize in a scalable way: formalize a Hub and Spoke model Move from fragmentation and decentralization to coordination where business units can deploy own their own.© 2012 Altimeter Group
    40. 40. 40 Have a trained 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)© 2012 Altimeter Group
    41. 41. 41 Anatomy of a Social Media “Center of Excellence” Program Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)© 2012 Altimeter Group
    42. 42. 42 Intel empowers employees through education “Digital IQ”; has certified more than 1000 employees Intel was one of the first companies to publish Social Media Guidelines and provide employee certification. Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011© 2012 Altimeter Group
    43. 43. 43 Develop a Strategy 1. Establish business goals and a plan to achieve them 2. Develop policies to protect employees and the organization 3. Conduct a social media audit 4. Map out permissions and workflow, including triage and crises 5. Develop a content strategy 6. Prepare the organization and have a trained team 7. Choose the right SMMS vendor© 2012 Altimeter Group
    44. 44. The right technology: SMMS© 2012 Altimeter Group
    45. 45. 45 Social Media Management Systems (SMMS) provide, at a minimum: 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© 2012 Altimeter Group
    46. 46. 46 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)© 2012 Altimeter Group
    47. 47. 47 Five Use Cases for Social Media Management Case #1: Case #2: Case #3: Intense Response Social Broadcasting Platform Campaign Marketing Case #4: Case #5: Distributed Brand Presence Tailored Service & Support Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)© 2012 Altimeter Group
    48. 48. Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253 Future Trends© 2012 Altimeter Group
    49. 49. 49© 2012 Altimeter Group
    50. 50. 50© 2012 Altimeter Group
    51. 51. 51 American Eagle converges media –and displays© 2012 Altimeter Group
    52. 52. 52 Four Future Market Trends for the Social Management Space 1. Corporate lead compliance and risk audits will mandate social media managements systems. 2. Beyond agency adoption, outsourced call centers fuel new growth. 3. Integration of Paid, Owned, and Earned leads “Converged Media”. 4. The next phase is Social Performance which will automate workflows, responses, and reporting.© 2012 Altimeter Group
    53. 53. THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyangDisclaimer: Although the information and data used in this report have been produced and processed fromsources believed to be reliable, no warranty expressed or implied is made regarding the completeness,accuracy, adequacy or use of the information. The authors and contributors of the information and datashall have no liability for errors or omissions contained herein or for interpretations thereof. Referenceherein to any specific product or vendor by trade name, trademark or otherwise does not constitute or implyits endorsement, recommendation or favoring by the authors or contributors and shall not be used foradvertising or product endorsement purposes. The opinions expressed herein are subject to change withoutnotice.
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