Real Time Is *Not* Fast Enough: Three Strategies For Companies To Get Ahead
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Real Time Is *Not* Fast Enough: Three Strategies For Companies To Get Ahead

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Companies like Motrin suffered a brand backlash --even though they responded quickly, it wasn't enough. ...

Companies like Motrin suffered a brand backlash --even though they responded quickly, it wasn't enough.

Learn three strategies on how companies can get ahead through 1) social personalization, 2) developing an advocacy program, and 3) investing in systems like Social CRM.

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  • [CL] BTW, I love showing a screenshot of the YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • [CL] BTW, I love showing a screenshot of the YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • More data to be produced by more customers They will scream in real time Customers don’t care what department you’re in This problem is increasing exponentially. Data is increasing Customer particiapton is increasing Resources stay same Unable to scale.
  • http://www.flickr.com/photos/adobemac/161301489
  • Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?
  • [Christine, find a screenshot of augmented reality overlays internet informaiton - http://goweb3d.com/ ]
  • http://www.flickr.com/photos/nenzen/4140960249/
  • [Screenshot of Microsoft MVP, add a few photos]
  • [Screenshot of Walmart 11 moms. Add a few photos too]
  • [3) Invest in Systems, like Social CRM
  • [Screenshot of SalesForce and their multiple social features. http://www.web-strategist.com/blog/2009/09/09/salesforce-pushes-social-crm-technology-but-dont-expect-companies-to-be-successful-with-tools-alone/]
  • [Insert slideshot of Lithium’s Social CRM features]

Real Time Is *Not* Fast Enough: Three Strategies For Companies To Get Ahead Presentation Transcript

  • 1. Real Time Is *Not* Fast Enough Jeremiah Owyang Altimeter Group December 2009 For a copy of slides, send an email to info@altimetergroup.com
  • 2. At first, things started off “slow”
  • 3. Then Real-Time Took Center Stage
  • 4. Location Based
  • 5. Publishing Goals
  • 6. “Now” Seems So Yesterday.
  • 7. Real Time Is *Not* Fast Enough Jeremiah Owyang Altimeter Group December 2009 For a copy of slides, send an email to info@altimetergroup.com
  • 8. Motrin Moms
  • 9.
    • “ Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyone have a generic ibuprofen?”
    “ Wow, Motrin, way to mismarket. My sling is saving my life and has been for 15 months now. Have you tried carrying a baby all day?” “ I agree. NO to Motrin. Generic ibuprofen works for me! And wearing my son never gave me back pain.”
  • 10.  
  • 11.  
  • 12. Evolution Of The Web
    • Asynchronous
    • News sites
    • Press releases
    • Blogs
    • Real-Time
    • Status Updates
    • Chat Tools
    • Checkins Updates
    • Intention
    • Scheduling
    • 43 Things
    • Plancast
  • 13. Social Network Adoption Increases Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf
  • 14. Many Industries Can’t Keep Up Data from Altimeter’s Engagement DB
  • 15. Your Site As You Know It
  • 16. Your Site with Google Sidewiki
  • 17.  
  • 18. The Impact The Impact
    • Good – and bad – opinions are online
    • Customers trust each other
    • Companies unable to match this growing trend.
  • 19. Three Strategies to Respond
  • 20. #1. Provide Social Personalization
  • 21. The Impact Develop a Listening Strategy
    • Get a listening program in place
    • Prepare for social personalization
    • Allow social features and logins to connect to your site
  • 22. Learn with Monitoring Tools
  • 23. Radian6 Enables Learning Organizations
  • 24.  
  • 25. Social Personalization
  • 26.  
  • 27. Augmented Reality Provides Contextual Information
  • 28. #2 Recruit an Unpaid Army
  • 29. Advocacy Programs
    • Companies cannot scale to meet the needs of the real-time web
    • As a result, they’re developing advocacy programs lead by customers.
  • 30. Microsoft’s Most Valuable Professional
  • 31. Walmart’s Elevenmoms
  • 32. The Impact
    • Incent through recognition –never money.
    • Provide them with access to special information or events.
    • Listen to their feedback –and make changes.
    Advocacy Programs
  • 33. #3 Invest in Management Systems
  • 34.  
  • 35.  
  • 36. The Impact
    • Companies respond to the real-time web by using Social CRM.
    • Social Data funneled into CRM systems.
    • Companies respond quicker.
    Social CRM
  • 37. Salesforce Social Tools
  • 38. Lithium Social CRM *Lithium is an Altimeter Group client.
  • 39. The Impact
    • Social web fuels real-time web.
    • Information is personalized, location based, and rapid
    • Companies can barely keep up with the slow-time web.
    What It Means
  • 40. Pragmatic Next Steps
    • Personalize social technologies
    • Leverage the crowd
    • Tie social data with company data
  • 41. Jeremiah Owyang Altimeter Group [email_address] web-strategist.com Twitter: @jowyang Slides will be published on My Blog, and Slideshare Creative Commons License Slide assistance by Christine Tran, Altimeter Group and Carmen Taran, Rexi Media.
  • 42. The most effective way to deal with the future is to be the one shaping it.