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 Presentation Transcript

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