Keynote: Invest in Scalable Social Business Programs

9 Building Your Social Strategy: Prioritizing Efforts for ScaleFor Bazaarvoice Social Commerce SummitApril 5, 2011Jeremiah OwyangIndustry Analyst and Partner

16 Relegated to the “Social Media Help Desk” The Situation The Problem  Customers become  With limited resources, accustomed to “yelling companies can‟t scale 1:1 in public” dialog  Business units adopt  Social efforts are “social media fever” and uncoordinated and deploy on their own fragmented As internal and external demands mount, companies become mostly reactive, relegating themselves to a “Social Media Help Desk.”© 2010 Altimeter Group

21 1. Formalize a Hub and Spoke model quickly Move from fragmentation and decentralization to coordination where business units can deploy own their own. Tip: Governance > Process > Education will organically manifest as a Hub.© 2010 Altimeter Group

22 Become an enabler for business units  You can never hire enough community managers or deploy and manage efforts.  Therefore, establish a “Center of Excellence” at the Hub to support and enable business units© 2010 Altimeter Group

24 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.© 2010 Altimeter Group

25 The myFICO community has served over 850K members since its inception Launched in 2007, the myFICO community serving FICO‟s consumer division, has 300K registered users, with 10K new users registering every month. There are 20K posts a month and 400K searches a month.© 2010 Altimeter Group

26 Sephora extends Facebook conversations by launching its own community, Beauty Talk “We had such a robust natural conversation on Facebook,” said Bridget Dolan, vice president of interactive media. “We saw that women were asking each other questions -- they‟d say, „What‟s a great waterproof mascara?‟ And within an hour, they‟d have about 17 really well-thought-out answers.”© 2010 Altimeter Group

28 3. Integrate socially relevant discussions at every phase of the customer lifecycle Awareness Consideration Comparison Intent Purchase Purchase Implement Support Renewal Advocacy© 2010 Altimeter Group

Corporate website integration will be the #1 priority 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© 2010 Altimeter Group

30 New framework for 2011 Evolution of the Social Corporate Website 0. No 1. Social 2. Social 3. Social 4. Social 5. Seamless Integration Linking Aggregation Publishing Context Integration Passive Social Basic Feeds Sharing Content Social and Curated Active Contextual Aggregation Sharing Content Contextual Aggregation© 2010 Altimeter Group

33 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.© 2010 Altimeter Group

Fiskars‟ “Fiskateer” moms lead a crafting brigade Four women are selected as “Fiskateers” – to blog about crafts and “spread the Fiskars love.” The program added an online community, 50 “Certified Fiskars Demonstrators,”© 2010 Altimeter Group

36 Ford mobilized 100 “Agents for the Fiesta Movement Ford chose 100 digital influencers, from 4000 applicants, to test drive their new Fiesta for 6-months. Agents were required to post at least one video per month and content was aggregated in real time at fiestamovement.com.© 2010 Altimeter Group

37 SAP Mentors  Approx. 100 SAP mentors are nominated by the community and selected by internal team.  Benefits: SAP events, press/analyst briefings, meetings with executives, private forum and wiki, technical resources, blog  Duration: 1 year© 2010 Altimeter Group

39 5. Streamline workflow with SMMS Social Media Management Systems (SMMS) vendors include CoTweet, (left), HootSuite, Sprinklr, Objective Marketer, Expion, Seesmic, Awareness, and SpredFast (right), see full list© 2010 Altimeter Group

40 Why Social Media Management Systems?  Corporations Struggle to Manage Hundreds and Thousands of Accounts  Kenneth Cole and Chrysler Debacles Prove Need for Parental Controls  Expect Regulatory Industries to Require This Safeguard System  Direct/Email Marketers Want a Piece of Social Marketing to Blast in New Channels  Agencies Know SMMS Provides Client Lock-in and Recurring  A Complementary Toolset for Social Platforms, Social Commerce, Brand Monitoring Vendors, Marketing Automation© 2010 Altimeter Group

42 Closing Thoughts on Priorities 1. Get ready internally, focus on governance, process, then education to emerge in the center of excellence. 2. Remember 1:1 doesn‟t scale, leverage the crowd for first response, then interact in escalations. 3. Integrate social to increase relevancy and reduce costs on creating content. 4. Standardize social media management tools now so data can be aggregated. 5. Remember the future is more than social marketing: It cascades to support, product innovation, then supply chain.© 2010 Altimeter Group

43Q&A Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyangResearch team includes significant contributions from ChristineTran, and Charlene Li, Altimeter Group

45ABOUT USAltimeter Group is a research-based advisory firm that helpscompanies and industries leverage disruption to their advantage.We have four areas of focus: Leadership and Management,Customer Strategy, Enterprise Strategy, and Innovation andDesign.Visit us at http://www.altimetergroup.com or contactinfo@altimetergroup.com.

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Keynote: Invest in Scalable Social Business Programs

by Jeremiah Owyang on Apr 05, 2011

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