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SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
SMASH Social Media: Four Rules of Social Business
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SMASH Social Media: Four Rules of Social Business

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From my keynote at SMASH Summit

From my keynote at SMASH Summit

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  • One question I have is how to reconcile the idea of 'don’t feed the trolls' with the box on the flow chart on page 16 that says to 'gently correct'.

    I can guess what this might be but I’d love to see some examples or good practices.

    P.S. Also, the next box has no option for a No reply :-)
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  • Lets talk about prehistory.
  • [Screenshot of Microsoft MVP, add a few photos]
  • [Screenshot of Walmart 11 moms. Add a few photos too]
  • Transcript

    • 1. 1
    • 2. Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
      Cambrian Era Exploded New Species…
    • 3. Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
      Yet many went extinct...
    • 4. Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
      The evolved adapted to the laws of their ecosystem
    • 5. Four Laws of Social Business
      Jeremiah Owyang
      Altimeter Group
      May 2010
      5
      SMASH SUMMITT
    • 6. There are more than four.
      Laws can be broken, but not without consequences.
      Whether a buyer or seller, abide by these to prosper.
      The thing about the laws…
      6
    • 7. Four Laws of Social Business
      7
    • 8. Image taken by 0108dk used with Attribution as directed by Creative http://www.flickr.com/photos/0108dk/4181928709/
      1) Don’t Fondle the Hammer
      © 2010 Altimeter Group
    • 9. 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
    • 10. Socialgraphics
      10
      Demographic
      Geographic
      Psychographic
      Behavioral
      Socialgraphic
    • 11. 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
    • 12. Social Strategy Objectives
      12
    • 13. Focus on building the house – not the hammer
    • 14. 2) Live the 80% rule
      © 2010 Altimeter Group
    • 15. 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
    • 16. Crisis response plan
      16
    • 17. 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.
    • 18. One department controls all efforts
      Consistent
      May not be as authentic
      e.g. Ford
      Centralized
      18
    • 19. Organic growth
      Authentic
      Experimental
      Not coordinated
      e.g. Sun
      Organic
      19
    • 20. 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
    • 21. Similar to Coordinated but across multiple brands and units
      e.g. HP
      Multiple hub and spoke or “Dandelion”
      21
    • 22. Each employee is empowered
      Unlike Organic, employees are organized.
      e.g. Dell, Zappos
      Holistic or “Honeycomb”
      22
    • 23. Social strategist: Responsible for the overall program, including ROI
      Community manager: Customer facing role trusted by customers
      Roles
      23
    • 24. 3) Customers don’t care what department you’re in
      © 2010 Altimeter Group
      Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
    • 25.
    • 26. 26
      Customer don’t care what department you’re in
    • 27. 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
    • 28. 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
    • 29. 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
    • 30. Not All 18 Social CRM Use Cases are Market Ready
      © 2010 Altimeter Group
      Attribution-Noncommercial-Share Alike 3.0 United States
    • 31. Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
      4) Real time is *not* fast enough
      © 2010 Altimeter Group
    • 32. 32
      Real time is not fast enough
    • 33. Evolution of the web
      33
    • 34. Microsoft’s MVPs empowers community
    • 35. Walmart’s 11 Moms gives consumers a voice
    • 36. The Four Laws Of Social Business
      36
    • 37. How To Prosper
      37
    • 38. 38
      THANK YOU
      Jeremiah Owyang
      jeremiah@altimetergroup.com
      web-strategist.com/blog
      Twitter: jowyang
    • 39. 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 info@altimetergroup.com.

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