SMASH Social Media: Four Rules of Social Business


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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]
  • SMASH Social Media: Four Rules of Social Business

    1. 1. 1<br />
    2. 2. Image by rogiroused with Attribution as directed by Creative Commons<br />Cambrian Era Exploded New Species…<br />
    3. 3. Image by rogiroused with Attribution as directed by Creative Commons<br />Yet many went extinct...<br />
    4. 4. Image by rogiroused with Attribution as directed by Creative Commons<br />The evolved adapted to the laws of their ecosystem<br />
    5. 5. Four Laws of Social Business<br />Jeremiah Owyang<br />Altimeter Group<br />May 2010<br />5<br />SMASH SUMMITT<br />
    6. 6. There are more than four.<br />Laws can be broken, but not without consequences.<br />Whether a buyer or seller, abide by these to prosper.<br />The thing about the laws…<br />6<br />
    7. 7. Four Laws of Social Business<br />7<br />
    8. 8. Image taken by 0108dk used with Attribution as directed by Creative<br />1) Don’t Fondle the Hammer<br />© 2010 Altimeter Group<br />
    9. 9. Run when you hear “Twitter Strategy” or “Facebook Strategy” – it’s putting the cart before the horse.<br />Instead, focus on how you’ll understand customers.<br />Then choose a business objective.<br />First, focus on customers<br />9<br />
    10. 10. Socialgraphics<br />10<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphic<br />
    11. 11. Where are your customers online?<br />What are your customers’ social behaviors online?<br />What social information or people do your customers rely on?<br />What is your customers’ social influence? Who trusts them?<br />How do your customers use social technologies in the context of your products.<br />Socialgraphics asks key questions<br />11<br />
    12. 12. Social Strategy Objectives<br />12<br />
    13. 13. Focus on building the house – not the hammer<br />
    14. 14. 2) Live the 80% rule<br />© 2010 Altimeter Group<br />
    15. 15. Treat social success like launching a new product.<br />80% of success is getting your company ready – only 20% is about the technologies. <br />You can’t love your customers ‘till you love yourself first. <br />Get your company ready<br />15<br />
    16. 16. Crisis response plan<br />16<br />
    17. 17. Social media triage<br />17<br />Take reasonable action to fix issue and let customer know action taken<br />Negative<br />Positive<br />Yes<br />Yes<br />No<br />Assess the message<br />Evaluate the purpose<br />Do you want to respond?<br />Does customer need/deserve more info?<br />Unhappy Customer?<br />No Response<br />Yes<br />Are the facts correct?<br />Gently correct the facts<br />Yes<br />No<br />No<br />No<br />Can you add value?<br />DedicatedComplainer?<br />Are the facts correct?<br />Yes<br />Yes<br />No<br />No<br />Yes<br />Respond in kind & share<br />Thank the person<br />Comedian Want-to-Be?<br />Explain what is being done to correct the issue.<br />Is the problem being fixed?<br />Yes<br />No<br />Yes<br />Let post stand and monitor.<br />
    18. 18. One department controls all efforts<br />Consistent<br />May not be as authentic<br />e.g. Ford<br />Centralized<br />18<br />
    19. 19. Organic growth<br />Authentic<br />Experimental<br />Not coordinated<br />e.g. Sun<br />Organic<br />19<br />
    20. 20. One hub sets rules, best practices, procedures<br />Business units undertake own efforts<br />Spreads widely around the org<br />Takes time<br />e.g. Red Cross<br />Coordinated<br />20<br />
    21. 21. Similar to Coordinated but across multiple brands and units <br />e.g. HP<br />Multiple hub and spoke or “Dandelion”<br />21<br />
    22. 22. Each employee is empowered<br />Unlike Organic, employees are organized.<br />e.g. Dell, Zappos<br />Holistic or “Honeycomb”<br />22<br />
    23. 23. Social strategist: Responsible for the overall program, including ROI<br />Community manager: Customer facing role trusted by customers<br />Roles<br />23<br />
    24. 24. 3) Customers don’t care what department you’re in<br />© 2010 Altimeter Group<br />Used with creative commons<br />
    25. 25.
    26. 26. 26<br />Customer don’t care what department you’re in<br />
    27. 27. Now, with social tools, every employee can talk to customers and prospects.  <br />Yet, this could create confusion with clients. <br />New systems will be needed to centralize data so customers have a holistic experience. <br />Customers deserve a holistic approach<br />27<br />
    28. 28. Connects the Social Web with existing CRM Systems<br />Enables Brands to better manage relationships<br />Catch leads in real time<br />Allow for better account management<br />Anticipate customer needs<br />Social CRM helps companies catch up<br />28<br />
    29. 29. The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />CustomerExperience<br />2. Social Marketing Insights<br />6. Social Sales Insights<br />9. Social Support Insights<br />12. Innovations Insights<br />14. Collaboration Insights<br />17. Seamless Customer Experience<br />3. Rapid Social Marketing Response<br />7. Rapid Social Sales Response<br />10. Rapid Social Response<br />13.Crowdsourced R&D<br />15. Enterprise Collaboration<br />18. VIP Experience<br />4. Social Campaign Tracking<br />8.Proactive Social Lead Generation<br />11. Peer-to-Peer Unpaid Armies<br />16. ExtendedCollaboration<br />5. Social Event Management<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />
    30. 30. Not All 18 Social CRM Use Cases are Market Ready<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />
    31. 31. Used with creative commons<br />4) Real time is *not* fast enough<br />© 2010 Altimeter Group<br />
    32. 32. 32<br />Real time is not fast enough<br />
    33. 33. Evolution of the web<br />33<br />
    34. 34. Microsoft’s MVPs empowers community<br />
    35. 35. Walmart’s 11 Moms gives consumers a voice<br />
    36. 36. The Four Laws Of Social Business<br />36<br />
    37. 37. How To Prosper<br />37<br />
    38. 38. 38<br />THANK YOU<br />Jeremiah Owyang<br /><br /><br />Twitter: jowyang<br />
    39. 39. 39<br />About Us<br />Altimeter Group is a Silicon Valley-based strategy research and<br />consulting firm that provides companies with a pragmatic<br />approach to disruptive technologies. We have four areas of<br />focus: Leadership and Management, Customer Strategy,<br />Enterprise Strategy, and Innovation and Design.<br />Visit us at or contact<br />
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