Keynote: Social Business Forecast:  2011 The Year of Integration
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Keynote: Social Business Forecast: 2011 The Year of Integration

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Research reveals focus on integration, staffing, advertising, and measurement.

Research reveals focus on integration, staffing, advertising, and measurement.

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Keynote: Social Business Forecast: 2011 The Year of Integration Presentation Transcript

  • 1. 1
    LeWeb Keynote
    December 9, 2010
    Jeremiah Owyang
    Industry Analyst
    Social Business Forecast:
    2011 The Year of Integration
    Research reveals focus on integration, staffing, advertising, and measurement.
  • 2. 2
    What happened in 2010
    What’s going to happen in 2011
    What companies should do about it
    Agenda:
  • 3. Image by Slowtronused with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309
    2010 Overview
    © 2010 Altimeter Group
  • 4. Just 2 years in corporate social business, 2010 was the year of formation.
  • 5. Most Social Media programs report under Marketing or Corporate Communications
  • 6. Companies organize for social in 5 ways
  • 7. 7
    DECENTRALIZED
    • Organic growth
    • 8. Authentic
    • 9. Experimental
    • 10. Not coordinated
    • 11. e.g. Sun
  • 8
    CENTRALIZED
    • One department controls all efforts
    • 12. Consistent
    • 13. May not be as authentic
    • 14. e.g. Ford, Regulated
  • 9
    HUB AND SPOKE
    • One hub sets rules and procedures
    • 15. Business units undertake own efforts
    • 16. Spreads widely around the org
    • 17. Takes time
    • 18. e.g. Red Cross
  • 10
    MULTIPLE HUB AND SPOKE
    OR “DANEDELION”
    • Similar to Coordinated but across multiple brands and units
    • 19. e.g. HP, Microsoft, Tech Giants
  • 11
    HOLISTIC OR “HONEYCOMB”
    • Each employee is empowered
    • 20. Unlike Organic, employees are organized
    • 21. e.g. Twelpforce, Zappos
  • Most companies organize into Hub & Spoke or Centralized
    12
  • 22. Maturity drives Total Budget, Team Size, and Org Model
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    We asked 140 Corporate Social Strategists their total strategy budget, number of full-time equivalent staff dedicated to social media, and organizational model:
  • 23. Maturity drives Total Budget, Team Size, and Org Model
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    Corporations who are just getting started have miniscule budget and are significantly understaffed in a centralized team –this does not scale.
  • 24. Maturity drives Total Budget, Team Size, and Org Model
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    Corporations who have formalized their programs have a cross-functional team that lead and serve many business units with a larger budget line–they may not deploy on their behalf.
  • 25. Maturity drives Total Budget, Team Size, and Org Model
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    Mature and Advanced corporations have only slightly large budgets but involve many more across the company and are formed in Hub and Spoke, and often “Dandelion”
  • 26. Image by ronni44052 used with Attribution as directed by Creative http://www.flickr.com/photos/ronnie44052/2730239605
    2011 Forecast
    © 2010 Altimeter Group
  • 27. 2011 is the Year of Integration
  • 28. For Internal Goals In 2011, Social Strategists will focus on Measurement of ROI
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    We asked 140 Corporate Social Strategists: “What internal social strategy objectives will you focus most on 2011?”
  • 29. Social Strategists struggle with relying on engagement data
    We asked 140 Corporate Social Strategists: What measurements are most important to evaluating the success of your program?
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
  • 30. In External ‘Go to market’ a focus will be on integrating social onto the corporate website
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    We asked 140 Corporate Social Strategists: “What external social strategy objectives will you focus most on 2011?”
  • 31. 2010-2011: Adoption of Social Business programs
    We asked 140 Corporate Social Strategists their budget for 12 social business programs in 2010, and projected increases/decreases in 2011 to calculate adoption forecast:
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
  • 32. 2010-2011: Spending on Social Business programs
    We asked 140 Corporate Social Strategists their budget for 12 social business programs in 2010, and projected increases/decreases in 2011 to calculate adoption forecast:
    $278,000
    $160,000 $129,000 $120,000 $108,000 $98,000 $90,000 $47,000 $47,000 $37,000 $23,000 $22,000
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
  • 33. 2011 top spending by Company Maturity
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    We asked 140 Corporate Social Strategists their budget for 12 social business programs in 2010, and projected increases/decreases in 2011 to calculate top spending by Company Maturity in 2011:
  • 34. 2011 top spending by Maturity
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    A small compartment of staff will be hired, scalable branded communities, and reliance on agencies which could help with monitoring.
  • 35. 2011 top spending by Maturity
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    Teams will continue to grow, but likely stymied by true ‘engagement’ brands may throw ad dollars and campaigns in order to scale –expect few to have maturity to truly engage.
  • 36. 2011 top spending by Maturity
    Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
    Expect the advanced to customize social media software and data, and then focus on engagement with social media agencies of record (SMAOR) –with less focus on advertising than the mature
  • 37. Image by zetsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
    How You Should Invest in 2011
    © 2010 Altimeter Group
  • 38. Invest in scalable social media programs
    29
  • 39. Hire correctly (Gurus/Ninjas/Samurai need not apply) and properly train for scale
    Integrate social media on the corporate website, then aggregate and curate
    Invest in advertising that leverages social graph
    Build an unpaid army of advocates –get your customers to do the work for you
    Invest in scalable systems like SCRM and SMMS
    Learn to measure using the ROI Pyramid
    Invest in scalable social media programs
    30
  • 40. Gurus, Ninjas, and Samurai need not apply
    Hire a program manager rather than a social media “hot shot.”
    Seek candidates with a track record of early technology adoption in their careers.
    Look for a corporate entrepreneur, comfortable with “calculated risks.”
    An internal resource to serve the entire enterprise.
    1) Hire correctly and properly train for scale
    31
  • 41. 2) Pragmatically integrate social media on the corporate website, then aggregate and curate
    32
    8. Seamless integration
    7. Social log-in triggers sharing
    6. Users stay on site with social log-in
    5. Aggregate discussion on site
    4. Brand integrated in social channels
    3. Link away but encourage sharing
    2. Link away with no strategy
    1. No social integration
    Source: http://www.web-strategist.com/blog/2010/05/19/slides-roadmap-for-integration-of-social-into-your-corporate-website/
  • 42. 3) Invest in advertising that leverages social graph
    Advertising is the second highest social business program spend in 2010-2011 ($104,000 and $160,000)
    48% of corporations plan to increase their spend in 2011
    Focus on clear metrics
    Make ads engaging and tie to social graph –not just banners
    33
    Twitter’s advertising is a combination of both earned and paid –that results in WOM
  • 43. Invest in Advocacy programs – they scale
    Research indicates a 5 step process
    Example: Microsoft has @4000 MVPs who are nominated by peers, employees and other MVPs; MVPs write books, articles, participate in user groups, host events, and answer community questions
    4) Build an unpaid army of advocates –get your customers to do the work for you
    34
  • 44. SCRM connects the social web to your customer data bases, in 2010 to 1011 –budgets are small $19K to $37K (SCRM) but growing
    Most corporations don’t know they are implementing SCRM, as brand monitoring integrated with CRM applies
    Invest in Social Media Management Systems (SMMS) to help your brands scale.
    Forecast: $14K to $22K (SMMS) in 2011 spending
    Vendor short list: CoTweet, HootSuite, Sprinklr, Objective Marketer, Expion, SpredFast, or Seesmic
    5) Invest in scalable systems like SCRM and SMMS
    35
  • 45. Learn to measure correctly
    Serve the right metrics to the right roles
    See: The Social Media ROI Pyramid
    6) Learn to measure using the ROI Pyramid
    36
  • 46. ROI Pyramid: Roles View
    Provide the right metrics to the right audience. A novice mistake is to provide ‘engagement metrics’ to executives
  • 47. The ROI Pyramid: Metrics View
    These metrics are formulas comprised of the tier below them. Currently, there is no industry standard.
  • 48. The ROI Pyramid: Metrics Examples (there are more)
    A junior mistake is providing ‘engagement data’ to executives –instead focus on business metrics.
  • 49. The ROI Pyramid
    Role: Metrics: Specific Data (examples)
  • 50. 2010 was the read of Foundational Investments.
    In 2011, expect to see a focus on Measurement, Integration, Staffing and Advertising.
    Invest in Scalable Programs that leverage your crowds –1:1 dialog does not scale.
    Summary
    41
  • 51. This research is published under the spirit of Open Research, use it, reference it, and build on it.
    The more you share the more we can conduct, spread it widely.
    Our papers are published under non-commercial Creative Commons – you are free to use our research, with attribution to Altimeter Group.
    Open Research
    42
  • 52. 43
    Jeremiah OwyangIndustry Analyst
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: @jowyang
    Research team includes significant contributions from Christine Tran, and Charlene Li, Altimeter Group