Your SlideShare is downloading. ×
0
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Social Strategy: Getting Your Company Ready
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social Strategy: Getting Your Company Ready

49,245

Published on

13 Comments
291 Likes
Statistics
Notes
No Downloads
Views
Total Views
49,245
On Slideshare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
6,353
Comments
13
Likes
291
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • [1] Marriott’s Insider Rewards community doesn’t have any call to action and its community has not taken off. http://www.marriottrewardsinsiders.marriott.com/index.jspa[2] Tiffany & Co tweeted the first time on February 25. Has 10 tweets so far. http://twitter.com/tiffanyandco[3] McDonald’s links to its Facebook fan page from its corporate website, but has this funny message “Are you sure you want to leave?” http://mcdonalds.com
  • [1] http://instoresnow.walmart.com/Community.aspx
  • [1] Social Media Club Dallas: January '10 Meeting, http://www.flickr.com/photos/gangwayadvertising/4294189889/[2] BlogwellMeetup: June 2009, http://www.flickr.com/photos/kristiewells/3718283985/
  • [1] http://instoresnow.walmart.com/Community.aspx[2] http://thedomesticdiva.org/blog/2008/08/03/big-announcement-the-domestic-diva-is-one-of-eleven-moms-choosen-to-participate-in-wal-marts-money-saving-community-project/
  • Transcript

    • 1. Social Strategy:
      Getting Your Company Ready
      Charlene Li
      Founder and Partner
      1
      April 14, 2010
      #socialchecklist
      Jeremiah Owyang
      Partner
    • 2. Technology is only part of the solution. Getting your company ready and developing a strategy are the key drivers of success.
      Our final webinar (Part 3) of this series will help you get your company ready with our Social Readiness checklist.
      View all webinar slides and recordings, including today’s, at: blog.altimetergroup.com
      Use the hashtag #socialchecklist for today
      A 3-part series
      2
    • 3. Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835
      Companies Jump Into Social
    • 4. Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841
      Yet Most Companies Fail to Plan Properly
    • 5. Many companies do not engage with their customers
      Source: http://www.engagementdb.com
      5
      ENGAGEMENTdb ranked the world's most valuable brands based on how they leverage social media to interact with customers.
    • 6. Many companies like the idea, but don’tfully execute
      6
    • 7. 7
      Get Ready Internally First
    • 8. 8
      To be successful using social technologies, companies must first prepare and align internalroles, processes, policiesand stakeholders with their business objectives.Social business is aprofound change that impacts all departments in the organization.
    • 9. Getting Your Company Ready
      Research
      Planning
      Resources
      Social Readiness Checklist and Scorecard
      Questions
      Agenda
      9
    • 10. 10
      Getting Your Company Ready
    • 11. Research
    • 12. Demographics
      e.g. Where are moms online?
      Customer profile
      12
      Psychographics
      e.g. Who are moms influenced by?
      Source: “Digital Mom,” RazorFish and CafeMom, 2009
    • 13. 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
      13
    • 14. Engagement Pyramid
      14
      Map out how your customers social behaviors online in order to determine what technologies to deploy.
    • 15. Community pain points
      Source: Communispace
      15
      Communispace customer communities allow marketers to gain insights from their own customers
    • 16. Market analysis
      16
      Companies should constantly measure what competitors are doing in the social space. Here are some examples in the hotel industry that can be added to a chart of industry assets.
    • 17. What is your company currently doing in the social space? What are employees doing? Product team, field, and support?
      Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.
      Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
      Current social audit
      17
    • 18. Processes
    • 19. Crisis response plan
      19
    • 20. Social media triage
      20
      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
      This framework was built using the USAF Blog Triage. (Added this attribution post webinar)
      Let post stand and monitor.
    • 21. Organizational Models
    • 22. Social Business Organizational Models
      Centralized
    • 23. Organic growth
      Authentic
      Experimental
      Not coordinated
      e.g. Sun
      Organic
      23
    • 24. One hub sets rules, best practices, procedures
      Business units undertake own efforts
      Spreads widely around the org
      Takes time
      e.g. Red Cross
      Coordinated
      24
    • 25. Similar to Coordinated but across multiple brands and units
      e.g. HP
      Multiple hub and spoke or “Dandelion”
      25
    • 26. Each employee is empowered
      Unlike Organic, employees are organized.
      e.g. Dell, Zappos
      Holistic or “Honeycomb”
      26
    • 27. Policies
    • 28. Disclosure/ethics policy
      28
      From WalmartElevenmom’s disclosure policy:
      “Participation in the WalmartElevenmoms program is voluntary. Participants in the program are required to clearly disclose their relationship with Walmart as well as any compensation received, including travel opportunities, expenses or products. In the event that products are received for review, participants may keep or dispose of product at their discretion.
    • 29. Social media policy
      29
      Intel updates it’s Social Media policy regularly (last in March 2010) and offers tips and pragmatic rules of engagement such as “Be transparent,” “Be judicious,” and “Write what you know.”
    • 30. Community policy
      30
      SeaWorld sets boundaries on its blog for readers. For example, Seaworld asks for favorite park experiences and tips, and will not post “foul or offensive language.”
    • 31. Internal education
      31
      Host brown bags, invite external speakers to talk, and promote memberships in organizations like Social Media Club or Social Media Business Council, as seen here. Internal training is important to organizational change.
    • 32. Communication and collaboration
      32
      Sites like Yammer, Socialtext and Socialcast offer lightweight ways for staff to share insights and best practices internally. Telligent is a more robust enterprise-level tool.
    • 33. Resources
    • 34. Social strategist*:
      Responsible for the overall program, including ROI.
      There may be multiple strategists at each spoke.
      Community manager:
      Customer facing role trusted by customers.
      Companies may have dozens of community managers.
      Key roles
      34
      *Look out for our research paper on the role of the Social Strategist later this year.
    • 35. Test to see that they focus on relationships, not campaigns.
      Ask when they failed at social media – and what they learned.
      Hire only agencies with “scar tissue.”
      Leverage agencies and have them train you in all things social.
      Enable fast, concerted entry into the market.
      Be wary of agencies wanting to craft your strategy – only you can do that.
      Agencies
      35
    • 36. Customer advocates
      36
    • 37. Executives:
      Approval to move forward, budget, allocate resources
      Communications:
      What new skills will they need to learn and unlearn?
      Employees:
      How will they be educated, armed, and supported?
      Legal:
      Protect employees and corporation by co-creating policies and guidelines
      Stakeholders
      37
    • 38. Reporting
      38
      Community analytics
      Web analytics
    • 39. 39
      Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
      Social Readiness Score Card
    • 40. Your social readiness score
      40
    • 41. 41
      Your social readiness score
      Ideally, you should be at “4.0” for launch.
      Area of opportunity.
    • 42. Includes findings, scoring, roles, and specific recommendations from a trusted third party.
      42
      Full details on our checklist
    • 43. Have the confidence to let go and still inspire results
      43
      Register for our upcoming webinar:
      “Making the Case for
      Open Leadership”
      Monday, April 26 at 10 am PST
      http://bit.ly/openleaderweb1
    • 44. 44
      Thank you
      Charlene Li
      charlene@altimetergroup.com
      charleneli.com
      Twitter: charleneli
      Jeremiah Owyang
      jeremiah@altimetergroup.com
      web-strategist.com/blog
      Twitter: jowyang
      With assistance from Christine Tran, Researcher
    • 45. 45
      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.

    ×