SMASH Social Media: Four Rules of Social Business
 

SMASH Social Media: Four Rules of Social Business

on

  • 7,742 views

From my keynote at SMASH Summit

From my keynote at SMASH Summit

Statistics

Views

Total Views
7,742
Views on SlideShare
7,515
Embed Views
227

Actions

Likes
19
Downloads
464
Comments
1

7 Embeds 227

http://www.slideshare.net 118
http://poncier.org 94
http://www.lmodules.com 7
http://jeremyhillman.blogspot.com 3
http://www.jeromelesur.com 2
http://ricetopher.tumblr.com 2
http://bibblio.org 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 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 :-)
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Lets talk about prehistory.
  • [Screenshot of Microsoft MVP, add a few photos]
  • [Screenshot of Walmart 11 moms. Add a few photos too]

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

  • 1
  • Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
    Cambrian Era Exploded New Species…
  • Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
    Yet many went extinct...
  • 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
  • Four Laws of Social Business
    Jeremiah Owyang
    Altimeter Group
    May 2010
    5
    SMASH SUMMITT
  • 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
  • Four Laws of Social Business
    7
  • 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
  • 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
  • Socialgraphics
    10
    Demographic
    Geographic
    Psychographic
    Behavioral
    Socialgraphic
  • 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
  • Social Strategy Objectives
    12
  • Focus on building the house – not the hammer
  • 2) Live the 80% rule
    © 2010 Altimeter Group
  • 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
  • Crisis response plan
    16
  • 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
  • 3) Customers don’t care what department you’re in
    © 2010 Altimeter Group
    Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
  • 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
  • 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
    © 2010 Altimeter Group
    Attribution-Noncommercial-Share Alike 3.0 United States
  • Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
    4) Real time is *not* fast enough
    © 2010 Altimeter Group
  • 32
    Real time is not fast enough
  • Evolution of the web
    33
  • Microsoft’s MVPs empowers community
  • Walmart’s 11 Moms gives consumers a voice
  • The Four Laws Of Social Business
    36
  • How To Prosper
    37
  • 38
    THANK YOU
    Jeremiah Owyang
    jeremiah@altimetergroup.com
    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 info@altimetergroup.com.