Expion Keynote: Accelerating your Social Strategy to Performance

1 Accelerating your Social Strategy to PerformanceSeptember, 2012Jeremiah OwyangPartner, Industry Analyst

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

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

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

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

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

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

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 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

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

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

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

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

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 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 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

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

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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Expion Keynote: Accelerating your Social Strategy to Performance

by Jeremiah Owyang on Sep 11, 2012

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Expion Keynote: Accelerating your Social Strategy to Performance Presentation Transcript