Keynote: Awareness Social Business Summit #esmboston

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Building a Scalable Social Business Program
Jeremiah Owyang
Industry Analyst

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© 2011 Altimeter Group

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Your World is Changing

You emerge as an Open Leader

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Storms Increasing

Compounding Demands
Compounding Demands

Social Media Crises on the Rise

Yet most could be diminished –or prevented

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Two Paths

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Path 1: Grounded to Social Media Sanitation

Nearly half are Reactive –heading towards sanitation

We’re Early

Budgets are Limited
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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
Relegated to the “Social Media Sanitation”

Companies Headed to Social Media Sanitation Will Not Scale

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Path 2: Achieve Escape Velocity

Get in a Scalable Formation Now
6 steps to achieve Escape Velocity

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.)?
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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees

1. Formalize a Hub and Spoke model quickly

DECENTRALIZED
Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun

CENTRALIZED
One department controls all efforts
Consistent
May not be as authentic
e.g. Ford

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

MULTIPLE HUB AND SPOKE
OR “DANDELION”
Similar to Hub and Spoke but across multiple brands and units
e.g. HP

HOLISTIC OR “HONEYCOMB”
Each employee is empowered
Unlike Organic, employees are organized
e.g. Dell, Zappos, Intel, Best Buy

Most companies organize into Hub and Spoke
Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010

Enable Business Units

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Climb the Social Business Hierarchy of Needs
Holistic,
Real-time
Predictive
Enlightenment
Empowerment, Cross-Learning, Measurement
Enablement
Asset Inventory, Best Practice Sharing,
Center of Excellence
Formation
Dedicated Team, Workflow, Crises Preparedness
Safety
Objectives, Policies, Education, Access
Foundation

Charter of a “Center of Excellence”
2. Become an enabler for business units

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”

How the CoE and spokes work together:
CoE
Set guidelines, policies and processes, and hold spokes accountable
Provide and facilitate learning, education, and research in real time, reducing risk
Own tools, and distribute best practices
Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal

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

Scale with Peer-to-Peer Communities

3. Scale with peer-to-peer communities

Best Buy leverages “super users” to answer 30% of all questions
Started in 2008, Best Buy’s community receives 2.5 million visitors a year, generating 100,000 conversations. In addition, 25 super users spend 8-12 hours a week on the site answering about 30 percent of all the questions asked.

GiffGaff mobile customers rewarded for support activities through payback system
GiffGaffhas no call center. Instead, the community receives pre-pay credits and badges for contributions. The community answers 50% of customer questions. The average response time is 3 minutes.

Community platforms are a top social business priority for all maturity levels

Integrate, Integrate, Integrate

4. Integrate social onto the corporate website
We asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

Evolution of the Social Corporate Website

Windows 7 curates mentions of its new product on a dedicated page

TripAdvisor visitors view friend reviews through Facebook Instant Personalization
TripAdvisor launched Facebook’s Instant Personalization feature in December 2010, offering friend ratings, reviews, and travel history.

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?
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Raise an Unpaid Army of Advocates

5. Formalize a customer advocacy program
Walmartoriginal recruited 11 “mommy bloggers” for its Eleven program.

Fiskars’ “Fiskateer” moms lead a crafting brigade
In 2006, 5 women were selected as “Fiskateers.” The program added an online community and certified 50 “Demonstrators,” who in turn certified 20 more who certified 100 more each. Fiskateers are paid for 15 hours/week of ambassador time. The program is run out of PR. Fiskars calls for applications every 2 years.

Ford leverages “agent”-created content across all social properties, like their YouTube channel
The Ford Fiesta Movement resulted in 31K items of content, 17M customer engagements, 52K test drives, and 58% brand awareness prior to the release date of the car.

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Microsoft caters to thousands of MVPs

Streamline Workflow with Tools

Social Media Management Systems (SMMS) vendors include CoTweet, (left), Sprinklr, Objective Marketer, Expion, Seesmic, Awareness, and SpredFast (right), see full list.
6. Streamline internal workflow with SMMS

6. Streamline internal workflow with SMMS
“Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)”

This unofficial list of Microsoft accounts asks “If anyone has any more that should be added to this list, please feel free to let me know!”

Coke has over 500 brands across the entire world, each with its own social accounts

Panasonic lists official accounts world-wide – each of six region has many accounts, plus global accounts
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Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local
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Publishers: For every 330 employees in enterprise class companies, 1 publishes on social media accounts
Cross-tab of “Approximately how many employees post content to official social accounts?” & “How many employees are in your company?”
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For companies over 5,000 employees the ratio stays fairly constant – i.e. companies are hiring more staff in order to scale

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
Company size and Publishing on Accounts
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On average, 1 out 330 employees publishes –expect this rate to decrease as more employees adopt.

Adoption outpaced expectations – already at 64% compared with the predicted 58%
We asked: “Does your company use a social media management system (SMMS), e.g. CoTweet, Expion, Hootsuite, Seesmic, Spredfast, Sprinklr, etc.?”

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Two Paths

Streamline Workflow with Tools

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Achieve Escape Velocity

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Q&A
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
Research team includes significant contributions from Christine Tran, and Charlene Li, Altimeter Group

Open Research: Use and share with attribution
Available for download at www.altimetergroup.com/media-room

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http://us-w1.rockmelt.com	33
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Keynote: Awareness Social Business Summit #esmboston

by Jeremiah Owyang on Oct 17, 2011

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Keynote: Awareness Social Business Summit #esmboston — Presentation Transcript