Social Media Trends for 2010<br />Jeremiah Owyang<br />Altimeter Group<br />Jan 21, 2010<br />1<br />For SVAMA<br />
2<br />Things are getting tougher. Companies mustmove faster to keep up with the fleeting customer, by developing proceses...
Four Themes for 2010<br />3<br />
1) Don’t Fondle the Hammer<br />© 2010 Altimeter Group<br />Image taken by 0108dk used with Attribution as directed by Cre...
Run when you hear “Twitter Strategy or Facebook Strategy” it’s putting the cart before the horse.<br />Instead, focus on h...
Socialgraphics<br />6<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphic<br />
Where are your customers online?<br />What are your customers’ social behaviors online?<br />What social information or pe...
The Engagement Pyramid<br />8<br />Curating<br />Producing<br />Commenting<br />Sharing<br />Watching<br />
Social Strategy Objectives<br />9<br />
Focus on Building the House –Not the Hammer<br />
2) Live the 80% rule<br />© 2010 Altimeter Group<br />
Treat social success like launching a new product<br />80% of success is getting your company ready --only 20% is about th...
Organizational model<br />13<br />
Processes brand triage<br />14<br />
Social strategist: Responsible for the overall program, including ROI<br />Community manager: Customer facing role trusted...
3) Customers don’t care what department you’re in<br />© 2010 Altimeter Group<br />Used with creative commons http://www.f...
18<br />Customer Don’t Care What Department You’re In<br />
Now, with social tools, every employee can talk to customers and prospects.  <br />Yet, this could create confusion with c...
4) Real time is *not* fast enough<br />© 2010 Altimeter Group<br />Used with creative commons http://www.flickr.com/photos...
21<br />Real Time Is Not Fast Enough<br />
These new tools are allowing content to spread around the globe in seconds, yet with these opportunities brings significan...
23<br />Microsoft’s MVPs empowers community<br />
Walmart’s 11 Moms gives consumers a voice<br />
Evolution of the web<br />Real-Time<br /><ul><li> Status Updates
 Chat Tools
Checkins Updates</li></ul>Asynchronous<br /><ul><li> News sites
 Press releases
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Social Media Trends for 2010

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  • We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
  • [Screenshot of Microsoft MVP, add a few photos]
  • [Screenshot of Walmart 11 moms. Add a few photos too]
  • Social Media Trends for 2010

    1. 1. Social Media Trends for 2010<br />Jeremiah Owyang<br />Altimeter Group<br />Jan 21, 2010<br />1<br />For SVAMA<br />
    2. 2. 2<br />Things are getting tougher. Companies mustmove faster to keep up with the fleeting customer, by developing procesess and systems that will provide customers with a holistic experience there are four trends to watch for:<br />Challenges ahead<br />
    3. 3. Four Themes for 2010<br />3<br />
    4. 4. 1) Don’t Fondle the Hammer<br />© 2010 Altimeter Group<br />Image taken by 0108dk used with Attribution as directed by Creative http://www.flickr.com/photos/0108dk/4181928709/<br />
    5. 5. 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 />5<br />
    6. 6. Socialgraphics<br />6<br />Demographic<br />Geographic<br />Psychographic<br />Behavioral<br />Socialgraphic<br />
    7. 7. 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 />7<br />
    8. 8. The Engagement Pyramid<br />8<br />Curating<br />Producing<br />Commenting<br />Sharing<br />Watching<br />
    9. 9. Social Strategy Objectives<br />9<br />
    10. 10. Focus on Building the House –Not the Hammer<br />
    11. 11. 2) Live the 80% rule<br />© 2010 Altimeter Group<br />
    12. 12. Treat social success like launching a new product<br />80% of success is getting your company ready --only 20% is about the technologies.  <br />Get your company ready<br />12<br />
    13. 13. Organizational model<br />13<br />
    14. 14. Processes brand triage<br />14<br />
    15. 15. Social strategist: Responsible for the overall program, including ROI<br />Community manager: Customer facing role trusted by customers<br />Roles<br />15<br />
    16. 16. 3) Customers don’t care what department you’re in<br />© 2010 Altimeter Group<br />Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/<br />
    17. 17.
    18. 18. 18<br />Customer Don’t Care What Department You’re In<br />
    19. 19. 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 />Expect to see growth in Social CRM this coming year.<br />Customers deserve a holistic approach<br />19<br />
    20. 20. 4) Real time is *not* fast enough<br />© 2010 Altimeter Group<br />Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/<br />
    21. 21. 21<br />Real Time Is Not Fast Enough<br />
    22. 22. These new tools are allowing content to spread around the globe in seconds, yet with these opportunities brings significant risks to brands.<br />Companies that respond time still can suffer from brand backlash.  <br />Companies must learn to anticipate customer needs --or recruit an unpaid army.<br />Companies must anticipate<br />22<br />
    23. 23. 23<br />Microsoft’s MVPs empowers community<br />
    24. 24. Walmart’s 11 Moms gives consumers a voice<br />
    25. 25. Evolution of the web<br />Real-Time<br /><ul><li> Status Updates
    26. 26. Chat Tools
    27. 27. Checkins Updates</li></ul>Asynchronous<br /><ul><li> News sites
    28. 28. Press releases
    29. 29. Blogs</li></ul>Intention<br /><ul><li> Scheduling
    30. 30. 43 Things
    31. 31. Plancast</li></li></ul><li>Four Themes for 2010<br />26<br />
    32. 32. Strategies to respond<br />27<br />
    33. 33. 28<br />28<br />Thank you<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang<br />
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