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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  • Full Name Full Name Comment goes here.
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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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  • [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

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

  • 1
    What's Next: The Three Trends Companies Must Invest in for Social Business
    For Social Media Summit
    June11, 2010
    Jeremiah Owyang
    Partner
  • The conversation has shifted off domain
    Source: Pew Resource Center’s Internet and American Life Project (October 8, 2009)
    2
  • Facebook is second biggest site in US
    Source: Compete.com (January 2010)
    3
  • 4
    50 million tweets a day on Twitter
    Source: Twitter (February 22, 2010)
  • Image by atomicShedused with Attribution as directed by Creative Commons http://www.flickr.com/photos/atomicshed/161716855
  • Image by atomicShedused with Attribution as directed by Creative Commons http://www.flickr.com/photos/atomicshed/161716498
  • Image by Dominique Sanchez used with Attribution as directed by Creative Commons http://www.flickr.com/photos/bakou67/3689024981
  • The first company.
  • Image by IronRodArt - Royce Bair used with Attribution as directed by Creative Commons http://www.flickr.com/photos/ironrodart/4154904299
  • Image by Martin Deutsch used with Attribution as directed by Creative Commons http://www.flickr.com/photos/teflon/415484129
  • The second company.
  • Image by citizensoundused with Attribution as directed by Creative Commons http://www.flickr.com/photos/citizenbay/3772390381
  • Image by dontthink.feelused with Attribution as directed by Creative Commons http://www.flickr.com/photos/dontthinkfeel/2788417078
  • The future of social business requires companies to scale
  • Harness the Rings of Influence
    Develop Peer to Peer Systems
    Invest in Social CRM
    3 Ways for Companies To Scale
    15
  • Rings of Influence
    © 2010 Altimeter Group
  • Rings of social influence
    17
  • Traditional – but limited communication
    18
  • The corporate press release often does not influence customers
    19
  • CEOs not credible among most US consumers
    Source: Edelman Trust Barometer, 2010
    20
  • Yet long term executive voices can make a difference
    21
  • 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
  • Companies enable employees to use social
    23
  • 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.”
  • “A collective force” of thousands of Best Buy employees support customers
    25
  • 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
  • Companies enable customers – ratings
    27
  • DSW customers recommend products
    28
  • Real moms advocate for Walmart
    29
  • Microsoft recognizes Most Valuable Professionals
    30
  • Starbucks partners with Foursquare to empower check-in advocates
    31
  • Google SideWiki Shifts Power to Customers
    32
  • 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
  • Prospects are influenced by other rings
    34
  • Monitor what prospects are saying about you
    35
  • American Express’s ‘Workstyle’ Community
    36
  • 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
  • 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
  • Q&A Tools and Communities
    Ratings, Rankings, and Reputation
    Develop Peer to Peer Systems
    39
  • Q&A Tools and Communities
    Ratings, Rankings, and Reputation
    Develop Peer to Peer Systems
    40
  • Adobe users trouble-shoot with product-focused Q&A
    41
  • MS Office users seek Mac specific help
    42
  • Q&A Tools and Communities
    Ratings, Rankings, and Reputation
    Develop Peer to Peer Systems
    43
  • Dell customers make shopping decisions based on customer ratings
    44
  • TurboTax users rank “Best Answers”
    45
  • Oracle super users recognized on leader board
    46
  • 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
  • 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
  • Start with the Five 5Ms
    49
  • 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
  • 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
  • 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
  • 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
    THANK YOU
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    web-strategist.com/blog
    Twitter: jowyang
    With assistance from Christine Tran, Researcher
  • 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.