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Run when you hear “Twitter Strategy” or “Facebook Strategy” – it’s putting the cart before the horse. Instead, focus on how you’ll understand customers. Then choose a business objective. First, focus on customers 9
Where are your customers online? What are your customers’ social behaviors online? What social information or people do your customers rely on? What is your customers’ social influence? Who trusts them? How do your customers use social technologies in the context of your products. Socialgraphics asks key questions 11
Treat social success like launching a new product. 80% of success is getting your company ready – only 20% is about the technologies. You can’t love your customers ‘till you love yourself first. Get your company ready 15
Social media triage 17 Take reasonable action to fix issue and let customer know action taken Negative Positive Yes Yes No Assess the message Evaluate the purpose Do you want to respond? Does customer need/deserve more info? Unhappy Customer? No Response Yes Are the facts correct? Gently correct the facts Yes No No No Can you add value? DedicatedComplainer? Are the facts correct? Yes Yes No No Yes Respond in kind & share Thank the person Comedian Want-to-Be? Explain what is being done to correct the issue. Is the problem being fixed? Yes No Yes Let post stand and monitor.
One department controls all efforts Consistent May not be as authentic e.g. Ford Centralized 18
Organic growth Authentic Experimental Not coordinated e.g. Sun Organic 19
One hub sets rules, best practices, procedures Business units undertake own efforts Spreads widely around the org Takes time e.g. Red Cross Coordinated 20
Similar to Coordinated but across multiple brands and units e.g. HP Multiple hub and spoke or “Dandelion” 21
Each employee is empowered Unlike Organic, employees are organized. e.g. Dell, Zappos Holistic or “Honeycomb” 22
Social strategist: Responsible for the overall program, including ROI Community manager: Customer facing role trusted by customers Roles 23
26 Customer don’t care what department you’re in
Now, with social tools, every employee can talk to customers and prospects. Yet, this could create confusion with clients. New systems will be needed to centralize data so customers have a holistic experience. Customers deserve a holistic approach 27
Connects the Social Web with existing CRM Systems Enables Brands to better manage relationships Catch leads in real time Allow for better account management Anticipate customer needs Social CRM helps companies catch up 28
38 THANK YOU Jeremiah Owyang firstname.lastname@example.org web-strategist.com/blog Twitter: jowyang
39 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 email@example.com.