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Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
Keynote: Three Ways Social Business Must Scale
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Keynote: Three Ways Social Business Must Scale

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Keynote: How Social Business Must Scale

Keynote: How Social Business Must Scale

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  • Quite long but as always some eloquently made points
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  • In Social CRM paid shills by the vendors can flood the site with praise for the product. There is no way to tell who is a real customer. Competitors can orchestrate a negative sentiment.

    This is why a vendor-independent expert moderated groups can offer a more unbiased view.

    Vendor operated Social-CRM can potentially hurt the vendors.

    Nat Kannan
    CEO
    Jeeva Portals, Inc.
    The Art of Managed Crowdsourcing
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    Your message goes here
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  • [1] http://www.pewinternet.org/Infographics/Growth-in-Adult-SNS-Use-20052009.aspx
  • We’re seeing social networks eclipse large websites like Yahoo[1] http://thenextweb.com/us/2010/02/17/facebook-defeats-yahoo-americas-popular-website/
  • It’s not just FB, but other locations are behaviors are starting to emerge[1] http://blog.twitter.com/2010/02/measuring-tweets.html
  • Companies are at a crossorads. There are two types of companies.
  • One type of company will not be able to scale social media.
  • As a result there will a mess. Show a spahetti
  • The second type of company, will use leverage.Image = lever, or crowbar
  • Find an updated product, this could be it, but Im’ not sure
  • [1] http://blogs.intel.com
  • [1] http://forums.bestbuy.com/t5/Twelpforce/bd-p/tf[2] http://twitter.com/Twelpforce
  • [1] http://site.elevenmoms.com/[2] http://www.fromdatestodiapers.com/Christine Young is a WalmartElevenmom. Her blog is fromdatestodiapers.com where she displays a 11moms badge on her sidebar. She wrote a blog called “The Truth About the WalmartElevenmoms” where she clears up misperceptions about the relationship. She writes: “Let me begin by saying that everything we ElevenMoms do with Walmart is optional and fully disclosed. Walmart does not require any thing of us but to be ourselves and remain authentic to our own voice. We have never worked forWalmart and none of us are employees ofWalmart.” (http://stanford.wellsphere.com/parenting-article/the-truth-about-the-walmart-elevenmoms/772598)
  • Q&A product focused.
  • Mactopia is microsoft, from users using.Powerpoint Q&A
  • Bazzaarvoicesotry
  • Ommunity top features
  • Leadin board
  • JKO
  • Transcript

    • 1. 1
      What's Next: The Three Trends Companies Must Invest in for Social Business
      For Social Media Summit
      June11, 2010
      Jeremiah Owyang
      Partner
    • 2. The conversation has shifted off domain
      Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)
      2
    • 3. Facebook is second biggest site in US
      Source: Compete.com (January 2010)
      3
    • 4. 4
      50 million tweets a day on Twitter
      Source: Twitter (February 22, 2010)
    • 5. Image by atomicShedused with Attribution as directed by Creative Commons http://www.flickr.com/photos/atomicshed/161716855
    • 6. Image by atomicShedused with Attribution as directed by Creative Commons http://www.flickr.com/photos/atomicshed/161716498
    • 7. Image by Dominique Sanchez used with Attribution as directed by Creative Commons http://www.flickr.com/photos/bakou67/3689024981
    • 8. The first company.
    • 9. Image by IronRodArt - Royce Bair used with Attribution as directed by Creative Commons http://www.flickr.com/photos/ironrodart/4154904299
    • 10. Image by Martin Deutsch used with Attribution as directed by Creative Commons http://www.flickr.com/photos/teflon/415484129
    • 11. The second company.
    • 12. Image by citizensoundused with Attribution as directed by Creative Commons http://www.flickr.com/photos/citizenbay/3772390381
    • 13. Image by dontthink.feelused with Attribution as directed by Creative Commons http://www.flickr.com/photos/dontthinkfeel/2788417078
    • 14. The future of social business requires companies to scale
    • 15. Harness the Rings of Influence
      Develop Peer to Peer Systems
      Invest in Social CRM
      3 Ways for Companies To Scale
      15
    • 16. Rings of Influence
      © 2010 Altimeter Group
    • 17. Rings of social influence
      17
    • 18. Traditional – but limited communication
      18
    • 19. The corporate press release often does not influence customers
      19
    • 20. CEOs not credible among most US consumers
      Source: Edelman Trust Barometer, 2010
      20
    • 21. Yet long term executive voices can make a difference
      21
    • 22. The company voice is the mainstay of corporate communications, yet to increase trust, augment with respected and trusted executives.
      Enable executives to speak on their own –yet aid them with resources (podcast, video) analytics and advice.
      Brands that have consumer affinity already may have brand zealots (Facebook fan pages, like Coke) develop a strategy to activate their participation.
      Best practices: Brand Ring
      22
    • 23. Companies enable employees to use social
      23
    • 24. Intel employees blog give customers an “inside look”
      24
      “Blogs@intel offer an ‘inside look’ at Intel’s operations and provides opportunities for you to exchange ideas directly with our employees.”
    • 25. “A collective force” of thousands of Best Buy employees support customers
      25
    • 26. Establish guardrails to protect both employees and the company
      Offer internal training courses, (like Intel’s certification program) and recurring training
      Offer an internal water cooler where they can talk in a safe place and plan: Yammer, Socialcast, Community Platforms
      Best practices: Employee Ring
      26
    • 27. Companies enable customers – ratings
      27
    • 28. DSW customers recommend products
      28
    • 29. Real moms advocate for Walmart
      29
    • 30. Microsoft recognizes Most Valuable Professionals
      30
    • 31. Starbucks partners with Foursquare to empower check-in advocates
      31
    • 32. Google SideWiki Shifts Power to Customers
      32
    • 33. For better or worse, customers are already talking about you – how can you aggregate their voices closer to your brand?
      Develop an advocacy program to recognize and reward your top customers.
      Chance your mindset to understanding that critical feedback is an opportunity for product and service improvements –then use to increase loyalty and WOM.
      Best practices: Customer Ring
      33
    • 34. Prospects are influenced by other rings
      34
    • 35. Monitor what prospects are saying about you
      35
    • 36. American Express’s ‘Workstyle’ Community
      36
    • 37. To reach prospects, engage them in their life and workstyles.
      Conduct a “build vs join” analysis to see which will be most appropriate. (Hint: the answer is “yes”)
      Launch using a ‘lightly branded’ approach, by focusing on their needs –not that of the brand.
      Best practices
      37
    • 38. Image by Pieter Musterdused with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
      Develop Peer to Peer Systems
      © 2010 Altimeter Group
    • 39. Q&A Tools and Communities
      Ratings, Rankings, and Reputation
      Develop Peer to Peer Systems
      39
    • 40. Q&A Tools and Communities
      Ratings, Rankings, and Reputation
      Develop Peer to Peer Systems
      40
    • 41. Adobe users trouble-shoot with product-focused Q&A
      41
    • 42. MS Office users seek Mac specific help
      42
    • 43. Q&A Tools and Communities
      Ratings, Rankings, and Reputation
      Develop Peer to Peer Systems
      43
    • 44. Dell customers make shopping decisions based on customer ratings
      44
    • 45. TurboTax users rank “Best Answers”
      45
    • 46. Oracle super users recognized on leader board
      46
    • 47. Image by Slowtronused with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309
      Social CRM Will Enable Efficiencies
      © 2010 Altimeter Group
    • 48. Existing customer records will tie with social networks.
      This will lead to companies being able to anticipate customers –or respond quickly.
      Dell, Comcast are using brand monitoring, a CRM dashboard to quickly identify customers and then respond.
      This process will lead to a holistic customer experience and customer intelligence.
      Social CRM Concepts and Examples
      48
    • 49. Start with the Five 5Ms
      49
    • 50. The 18 Use Cases of Social CRM
      1. Social Customer Insights: The 5M’s
      Marketing
      Sales
      Service & Support
      Innovation
      Collaboration
      CustomerExperience
      2. Social Marketing Insights
      6. Social Sales Insights
      9. Social Support Insights
      12. Innovations Insights
      14. Collaboration Insights
      17. Seamless Customer Experience
      3. Rapid Social Marketing Response
      7. Rapid Social Sales Response
      10. Rapid Social Response
      13.Crowdsourced R&D
      15. Enterprise Collaboration
      18. VIP Experience
      4. Social Campaign Tracking
      8.Proactive Social Lead Generation
      11. Peer-to-Peer Unpaid Armies
      16. ExtendedCollaboration
      5. Social Event Management
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 51. Not All 18 Social CRM Use Cases are Market Ready
      SP1: Social Support Insights
      Under 6 mos.
      SP2: Rapid Social Response
      SP3: P2P Unpaid Armies
      F1: Social Customer Insights
      S3: Proactive Lead Generation
      6-12 mos.
      M1: Social Marketing Insights
      M2: Rapid Social Marketing Response
      C2: Enterprise Collaboration
      S1: Social Sales Insights
      CX1: VIP Experience
      12-18 mos.
      Evangelizables
      Early Movers
      S2: Rapid Social Sales Response
      Market Demand
      CX2: Seamless Social
      C3: Extended Collaboration
      C1: Collaboration Insights
      18-24 mos.
      I2: Crowdsourced R&D
      M3: Social Campaign Tracking
      M4: Social Event Management
      24-32 mos.
      I1: Innovation Insights
      Early Adoptions
      Near Tipping Points
      Over 32 mos.
      Vaporware
      Prototypes
      Early Adoption
      Beta Ready
      Market Ready
      Critical Mass
      Tech Maturity
    • 52. Take inventory of all your current social assets.
      Start to develop new fields in your CRM system.
      Populate these fields manually, or by using automated systems.
      Train employees at every customer touch point to understand how these systems work.
      How to get started in Social CRM
      52
    • 53. Remember, employees cannot scale for social business –customers will always outnumber you
      Leverage all the voices in your ‘rings’, not just the traditional trained voices. Yet recognize the most trusted rings have the least control
      Use the crowd to self support not just in customer service but also in marketing. Change your mindset to be an enabler of customer voices.
      Develop a Social CRM roadmap by downloading the Social CRM report, google “Social CRM Report”, this is an automated way to scale.
      Summary and Next Steps
      53
    • 54. 54
      THANK YOU
      Jeremiah Owyang
      jeremiah@altimetergroup.com
      web-strategist.com/blog
      Twitter: jowyang
      With assistance from Christine Tran, Researcher
    • 55. 55
      ABOUT US
      Altimeter Group is a Silicon Valley-based strategy research and
      consulting firm that provides companies with a pragmatic
      approach to disruptive technologies. We have four areas of
      focus: Leadership and Management, Customer Strategy,
      Enterprise Strategy, and Innovation and Design.
      Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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