Social Media Trends for 2010

Social Media Trends for 2010
Jeremiah Owyang
Altimeter Group
Jan 21, 2010
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For SVAMA

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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

Four Themes for 2010
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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/

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
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Socialgraphics
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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
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The Engagement Pyramid
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Curating
Producing
Commenting
Sharing
Watching

Social Strategy Objectives
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Focus on Building the House –Not the Hammer

2) Live the 80% rule

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
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Organizational model
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Processes brand triage
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Social strategist: Responsible for the overall program, including ROI
Community manager: Customer facing role trusted by customers
Roles
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3) Customers don’t care what department you’re in
Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/

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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.
Expect to see growth in Social CRM this coming year.
Customers deserve a holistic approach
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4) Real time is *not* fast enough
Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/

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Real Time Is Not Fast Enough

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
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Microsoft’s MVPs empowers community

Walmart’s 11 Moms gives consumers a voice

Evolution of the web
Real-Time
Status Updates
Chat Tools
Checkins Updates
Asynchronous
News sites
Press releases
Blogs
Intention
Scheduling
43 Things
Plancast

Four Themes for 2010
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Strategies to respond
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Thank you
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang

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Social Media Trends for 2010

by Jeremiah Owyang

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