Keynote: Awareness Social Business Summit #esmboston
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Keynote: Awareness Social Business Summit #esmboston

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My keynote at #esmboston

My keynote at #esmboston

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  • Call out strategists.
  • Hub and spoke, mulitple hub and spoke
  • Talk about what we learned first hand about these models
  • Maybe mention tony Hseigh
  • CHRISTINE make this percentages only –not the text below.
  • Do a build.Show the left hand side first, th
  • Do a build.Show the left hand side first, th
  • http://www.bloomberg.com/news/2010-12-09/sephora-best-buy-snag-super-users-with-social-media-tools.html
  • http://thecustomerevolution.blogspot.com/2010/12/giffgaff-case-study-of-customers-in.htmlProduct co-creation - right from set-up GiffGaff engaged their target market in 2 way dialogue, asking potential customers and early adopters to decide on how best to structure their tariffs. Similar to Dell IdeaStorm, GiffGaff have continued their Ideas page and at the point of writing they have implemented 112 ideas direct from their community.Community support – the GiffGaff community is perhaps best shown within customer service. All of GiffGaff’s customer service is online. They pro-actively push information out to their notice boards page e.g. service issues. They publish customer-generated tips and tricks and FAQs. They also make extensive use of their community forum for peer to peer support (supported by intervention and moderation by GiffGaff employees when required).The community has radically cut customer support costs compared to the traditional contact centre-centric model. GiffGaff estimated that if O2 could replicate the model with just 25% of their customers participating, they could save c£20m per year.Payback Scheme - Perhaps the most innovative aspect of the community forum is that users are incentivised to participate through the use of a payback scheme. The payback scheme rewards GiffGaff members for helping GiffGaff out with Kudos points which can either be redeemed for pre-pay credit, or donated to charity (of course a charity of the community’s choice!).Social Marketing – GiffGaff’s above the line marketing is minimal for a Telco company. Instead they prefer their customers to spread the word on their behalf. Again they use Kudos points as an incentive - customer’s get 50 points each time they e-mail a friend or 500 points for each SIM card they send to a friend that is activated (where 1 point = 1p). That’s not a bad cost of acquisition and advocacy generates 25% of new customer connections.GiffGaff’s results so far have been impressive and pretty interesting:50% of customer questions are answered via the community (as opposed to online self service or GiffGaff employee moderation).The average response time for any question posted in the forum (24x7) is under 3 minutes and 95% of all questions are answered within an hour. I suspect most Telco call centre customers would still be navigating an IVR after 3 minutes, let along speaking to an agent or having their problem resolved!GiffGaff‘s NPS score is 75 - way above the industry average and approaching that of Google or Apple. They publish their customer satisfaction scores here.GiffGaff have found that the traditional 90-9-1 model of participation (See Michael Wu’s blog for an explanation) has changed with their rewards system. They estimate that they have a 1-25-74 model i.e. a much higher percentage of occasional forum users.July 13, 2011#telco #tech #smb #community#support #advocate#christine
  • http://www.microsoft.com/windows/social/
  • http://techcrunch.com/2010/12/21/facebook-launches-instant-personalization-on-tripadvisor/
  • http://www.fiskateers.com/Fiskars hired corporate identity consultants Brains on Fire in 2006 to help come up with a new image. Brains on Fire looked for how people socially discuss crafting, how they make their connections and who the influencers are. It set up 150 interviews with members of Yahoo crafting groups and joined conversations about crafting on message boards and other online communities.The agency’s research found a social and robust crafting community—and its age skewed younger than expected. It decided that it needed to create brand ambassadors to help connect Fiskars and the crafting community.After dozens of in-person interviews, it selected four women from various walks of life to become “The Fiskateers.” The ambassadors preside over a blog-based community, and they are paid for 15 hours a week of brand ambassador time.The four lead Fiskateers attend tradeshows and lead classes in scrapbooking at stores in their regions (and beyond). They build relationships with storeowners. They also have online chats with product developers so corporate officials can feel their customer excitement and passion.The Fiskateers program is run by the PR division, not advertising, and reports to the PR director.Branded mentions of Fiskars products are up more than 600% mentioning Fiskars products by name (not including the Fiskateer blog and website, from 400% in 2007) on a per-week basis since the program began.http://www.whatsnextblog.com/2008/10/fiskateers_how_a_social_community_became_a_veritable_sales_force/http://www.fiskateers.com/blog/fiskateer-history/
  • http://www.youtube.com/fiestamovement#p/a/f/0/55TsSVQwsuQhttp://www.flickr.com/photos/fiestamovement
  • http://www.mstechpages.com/2011/01/12/microsoft-official-social-network-accounts/
  • http://www.mstechpages.com/2011/01/12/microsoft-official-social-network-accounts/
  • http://news.panasonic.net/socialmedia/index.html
  • http://www.mstechpages.com/2011/01/12/microsoft-official-social-network-accounts/
  • Follow these six steps we found from reseasrch, and YOU will achieve escape velocity. Thank you very much I’m jeremiah

Keynote: Awareness Social Business Summit #esmboston Keynote: Awareness Social Business Summit #esmboston Presentation Transcript

  • 1
    Building a Scalable Social Business Program
    Jeremiah Owyang
    Industry Analyst
  • Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
    © 2011 Altimeter Group
  • Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
    Your World is Changing
    © 2011 Altimeter Group
    View slide
  • View slide
  • You emerge as an Open Leader
  • Image by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814
    Storms Increasing
    © 2011 Altimeter Group
  • Compounding Demands
    Compounding Demands
  • Social Media Crises on the Rise
  • Yet most could be diminished –or prevented
  • Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
    Two Paths
    © 2011 Altimeter Group
  • 11
    Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/
    Path 1: Grounded to Social Media Sanitation
  • Nearly half are Reactive –heading towards sanitation
  • We’re Early
  • Budgets are Limited
    14
  • 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
  • Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
    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.)?
    19
    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
  • Get in a Scalable Formation Now
    Enable Business Units
    6 steps to achieve Escape Velocity
  • 28
    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
  • Get in a Scalable Formation Now
    Enable Business Units
    Scale with Peer-to-Peer Communities
    6 steps to achieve Escape Velocity
  • 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
  • Get in a Scalable Formation Now
    Enable Business Units
    Scale with Peer-to-Peer Communities
    Integrate, Integrate, Integrate
    6 steps to achieve Escape Velocity
  • 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?
    43
    Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
    143 respondents, all over 1000 employees
  • Get in a Scalable Formation Now
    Enable Business Units
    Scale with Peer-to-Peer Communities
    Integrate, Integrate, Integrate
    Raise an Unpaid Army of Advocates
    6 steps to achieve Escape Velocity
  • 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.
  • 48
    Microsoft caters to thousands of MVPs
  • Get in a Scalable Formation Now
    Enable Business Units
    Scale with Peer-to-Peer Communities
    Integrate, Integrate, Integrate
    Raise an Unpaid Army of Advocates
    Streamline Workflow with Tools
    6 steps to achieve Escape Velocity
  • 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)”
    Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
    140 respondents, all over 1000 employees
  • 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
    54
  • Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local
    55
  • 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?”
    56
    For companies over 5,000 employees the ratio stays fairly constant – i.e. companies are hiring more staff in order to scale
    Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
    140 respondents, all over 1000 employees
  • 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
    57
    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.?”
    Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
    144 respondents, all over 1000 employees
  • Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
    Two Paths
    © 2011 Altimeter Group
  • Get in a Scalable Formation Now
    Enable Business Units
    Scale with Peer-to-Peer Communities
    Integrate, Integrate, Integrate
    Raise an Unpaid Army of Advocates
    Streamline Workflow with Tools
    6 steps to achieve Escape Velocity
  • Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
    Achieve Escape Velocity
  • 62
    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