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1  The State and Future of  Social BusinessMay 15, 2012WebcomJeremiah OwyangIndustry Analyst
2            “The only thing constant in business is change”                         -John Perera, my first manager© 2012 ...
3© 2012 Altimeter Group
4       Cluetrain Theses (Original)       1. Markets are conversations.       2. Markets consist of human          beings,...
5       Cluetrain Theses (Updated for 2012)       1. Markets are conversations          conversational ads       2. Market...
Agenda            The State of Social Business            Trend 1: Corporate Websites Reborn            Trend 2: Social...
Agenda            The State of Social Business            Trend 1: Corporate Websites Reborn            Trend 2: Social...
8       Companies are averaging an overwhelming       number of corporate owned accounts       “Approximately how many off...
9       Four Seasons Hotels have hundreds of individual       Facebook and Twitter accounts – global and local© 2012 Altim...
10       How companies organize for social business                         Source: “The Career Path of the Corporate Soci...
The Composition of a Social Media Team                         Average Size of a Corporate Social Media Team: 11          ...
12       The mission of Adobe‟s CoE: “Enable more coordinated       and strategic social media initiatives across the comp...
13       Only the Most Advanced Companies are Conducting Social       Business Holistically, Beyond Individual Silos      ...
14       Salesforce rewards Chatteratti© 2012 Altimeter Group
15       Only the Most Advanced Companies Are Integrating Social       Data into Customer Databases       Do you have a pr...
16       Nationwide turns to Yammer to redesign the way       management and employees interact© 2012 Altimeter Group
17       Senior management plays a central role in wider       adoption                             Nationwide President &...
18       Dynamic Customer Journey        New channels.        New sources.        New devices.             Icon Placeho...
19       Theme: Dynamic Customer Journey                               As consumers have many                             ...
Agenda            The State of Social Business            Trend 1: Corporate Websites Reborn            Trend 2: Social...
21Trend One: Corporate Websites RebornCompanies will integrate social, resulting in new forms of context emerging –forever...
Integrating Social on Websites lack       Strategy© 2012 Altimeter Group
23       Top objective: To increase referral traffic from social       networks (Respondents allowed to select 3)         ...
24       Evolution of the Social Corporate Website           0. No         1. Social    2. Social    3. Social      4. Soc...
25       Sign into HuffPost with Facebook and read       news shared by your social graph© 2012 Altimeter Group
26       TripAdvisor visitors view friend reviews       through Facebook Instant Personalization              TripAdvisor ...
27       vitaminwater doesn‟t have a corporate site – it       “temporarily” moved to Facebook© 2012 Altimeter Group
28       Skittles site lists its social properties & vitals© 2012 Altimeter Group
29       Social integration: % of enterprise-class       companies deployed (n=143, June 2011)        100%                ...
30       Trend One Insights: Social Integration        Companies must choose which webpages should         integrate –and...
Agenda            The State of Social Business            Trend 1: Corporate Websites Reborn            Trend 2: Social...
32Trend Two: Social Becomes Automated   A new category has emerged “SocialPerformance Software” which analyzes and        ...
33       Marketing Performance Spreads to Social        Testing        Cross Channel Optimization        Ad Targeting© ...
34       Social Performance Software brings targeting        A new class of vendors emerge that               • 1) Analyz...
35       AMEX uses uses social data to offer       customers personalized discounts                          American Expr...
36       Social Performance Software       Social Optimization Set:        Crowdbooster, which measures and optimizes whe...
SMMS Vendor Overview:                           37       Download report http://bit.ly/AltimeterSocial© 2012 Altimeter Group
38       Trend Two Insights: Social Becomes Automated        To scale, and to improve targeting, brands will         anal...
Agenda            The State of Social Business            Trend 1: Corporate Websites Reborn            Trend 2: Social...
40Trend Three: To Be Heard In Social, You               Will PayThe future of advertising is dependent upon social. Soon, ...
41       American Eagle       integrates social into       Times Square ads on       their property:       -Paid       -Ow...
42       Facebook Ads© 2012 Altimeter Group
43       Twitter Ads are fueled by social© 2012 Altimeter Group
44       Facebook limits reach –till you       pay© 2012 Altimeter Group
45       Adobe Social spans Paid, Owned, Earned© 2012 Altimeter Group
46       New networks emerge –beyond       Facebook: Bazaarvoice Media© 2012 Altimeter Group
47       Social Performance Software: Social Ads       Social Ads Set        Adobe Social, which employs Adobe acquisitio...
48       Trend Three Insights: Paid Owned and Earned       Converge        Remember, that social analysis is the requirem...
Agenda            The State of Social Business            Trend 1: Corporate Websites Reborn            Trend 2: Social...
50            “The only thing constant in business is change”                         -John Perera, my first manager© 2012...
51       Four Social Business Recommendations       1. Bolster your existing social business in a scalable          format...
THANK YOU                                                 Jeremiah Owyang                                                 ...
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The State and Future of Social Business

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The State of Social Business
Trend 1: Corporate Websites Reborn
Trend 2: Social Becomes Automated
Trend 3: To be Heard, You Will Pay
Pragmatic Recommendations

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  • http://www.mstechpages.com/2011/01/12/microsoft-official-social-network-accounts/
  • With executive support, Adobe formalized a CoE whose mission is to “enable more coordinated and strategic social media initiatives across the company.”
  • Hub and spoke, mulitple hub and spoke
  • http://www.cio.com/article/690556/The_Inside_Scoop_on_Nationwide_x2019_s_Social_Networking_ProjectIn 2007, Nationwide decided they must redesign company-wide from the bottom upIncrease collaboration & communicationChange the way management & employees interactFlatten hierarchiesLeadership now holds regular online meetings via on-demand feedsIncrease the knowledge-flow Maintain scale and influence in the marketDeliver neighborhood experience to policyholders
  • Growth of users went from the dozens to the thousands within 2 months. Executive leadership were the first users. Word of mouth is what has been driving the growth. Leadership adoptionEarly adopter (employee) comfortWOM, spread adoption rapidlyNearly half (15,000) of Nationwide’s 33,000 employees are on the platformEmployees and leadership communication continues to improveGreater dialog, collaboration, transparency, product/ process innovation Agents are able to leverage employees and leadership to provide quick response for customersReduced costs, increased engagementReplaced 3-hour employee meeting with online meet-ups where more employees are interacting, asking more questions, discussing more topicshttp://talentminded.com/retain-talent-by-being-a-social-company/
  • Consumers will have many choices in their journey, much how this times square experience overwhelms but gives buyers options. This same experience will happen digitally for consumers, even in their homes.
  • http://www.buzzfeed.com/melismashable/washington-post-and-facebook
  • http://techcrunch.com/2010/12/21/facebook-launches-instant-personalization-on-tripadvisor/
  • http://skittles.com/
  • [1] http://www.facebook.com/americanexpress?sk=app_216352075054740This is our most current example, having launched in July of 2011. This is the first time a major brand is using deep social meta data to create insights to deliver better products to their customers. AMEX customers link up their cards and based on their social interests - AMEX extends the play of their brand to offer deeper, more relevant brand connections. How the case study goes in the scheme of success or not remains to be seen. AmEx’s new application, “Link, Like, Love,” uses a cardholder’s Facebook interests, including “likes” and “check-ins” in order to offer only the most relevant and convenient discounts. Again, it is about the free sharing of information. In this case, users are OPEN about what they’re interested in, and American Express’s interests are best served when they give their customers the BEST EXPERIENCE POSSIBLE. This includes harnessing all the DATA AVAILABLE.August 11, 2011 (Updated Nov. 16, 2011)#financial #regulated#facebook#innovate #learn#jon #jaimy#DCJ
  • Transcript of "The State and Future of Social Business "

    1. 1. 1 The State and Future of Social BusinessMay 15, 2012WebcomJeremiah OwyangIndustry Analyst
    2. 2. 2 “The only thing constant in business is change” -John Perera, my first manager© 2012 Altimeter Group
    3. 3. 3© 2012 Altimeter Group
    4. 4. 4 Cluetrain Theses (Original) 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice.© 2012 Altimeter Group
    5. 5. 5 Cluetrain Theses (Updated for 2012) 1. Markets are conversations conversational ads 2. Markets consist ofhuman beings, brand pages, not demographic sectors. and social graph targeting 3. Conversations among human beings sound human. They are conducted in a human voice. Analyzed by social performance analytics© 2012 Altimeter Group
    6. 6. Agenda  The State of Social Business  Trend 1: Corporate Websites Reborn  Trend 2: Social Becomes Automated  Trend 3: To be Heard, You Will Pay  Pragmatic Recommendations© 2012 Altimeter Group
    7. 7. Agenda  The State of Social Business  Trend 1: Corporate Websites Reborn  Trend 2: Social Becomes Automated  Trend 3: To be Heard, You Will Pay  Pragmatic Recommendations© 2012 Altimeter Group
    8. 8. 8 Companies are averaging an overwhelming number of corporate owned accounts “Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)” Platform Average # accounts Twitter 39.2 Blog 31.9 Facebook 29.9 LinkedIn 28.8 Forum/Message Board/Communities 23.4 YouTube 9.4 Foursquare 6.3 All others 5.3 Flickr 3.8 Gowalla 0.3 Sum 178 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2012 Altimeter Group
    9. 9. 9 Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local© 2012 Altimeter Group
    10. 10. 10 How companies organize for social business Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010© 2012 Altimeter Group
    11. 11. The Composition of a Social Media Team Average Size of a Corporate Social Media Team: 11 Base: 144 global corporate social media program managers at companies with over 1000 employees Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)© 2012 Altimeter Group
    12. 12. 12 The mission of Adobe‟s CoE: “Enable more coordinated and strategic social media initiatives across the company.” Adobe‟s CoE provides governance, policies and guidelines, training, measurement support, and best practices including “guardrails” Source: Maria Poveromo, “One Company‟s Journey in Social Media”© 2012 Altimeter Group
    13. 13. 13 Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual Silos Would you agree that your social media strategy is embedded across corporate functions (e.g. Marketing, Sales, Support, Product, etc.)? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 143 respondents, all over 1000 employees© 2012 Altimeter Group
    14. 14. 14 Salesforce rewards Chatteratti© 2012 Altimeter Group
    15. 15. 15 Only the Most Advanced Companies Are Integrating Social Data into Customer Databases Do you have a process to record and integrate data from social interactions with customers into existing customer databases? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 143 respondents, all over 1000 employees© 2012 Altimeter Group
    16. 16. 16 Nationwide turns to Yammer to redesign the way management and employees interact© 2012 Altimeter Group
    17. 17. 17 Senior management plays a central role in wider adoption Nationwide President & COO, Mark Pizzi was one of Yammer’s first users • Posting relevant articles • Posting questions • Dialoging with employees • Demonstrating usability, features • Within months, he‟d generated more than 7500 followers Within 10 months of launch, 40% of Nationwide’s top leadership were participating on the network© 2012 Altimeter Group
    18. 18. 18 Dynamic Customer Journey  New channels.  New sources.  New devices. Icon Placeholder© 2012 Altimeter Group
    19. 19. 19 Theme: Dynamic Customer Journey As consumers have many choices, they‟re empowered to carve the most efficient journey© 2012 Altimeter Group
    20. 20. Agenda  The State of Social Business  Trend 1: Corporate Websites Reborn  Trend 2: Social Becomes Automated  Trend 3: To be Heard, You Will Pay  Pragmatic Recommendations© 2012 Altimeter Group
    21. 21. 21Trend One: Corporate Websites RebornCompanies will integrate social, resulting in new forms of context emerging –forever changing the static site.
    22. 22. Integrating Social on Websites lack Strategy© 2012 Altimeter Group
    23. 23. 23 Top objective: To increase referral traffic from social networks (Respondents allowed to select 3) To increase referral traffic 53% To make our site more interactive 49% To increase relevancy of content 48% To increase our number of fans/followers 43% To feature customer voices about our brand 25% To leverage user-generated content 17% To monetize engagement/time spent on site through ads 6% To increase site registrations by reducing registration friction. 5% Were not sure why yet. 6% 0% 20% 40% 60% 80% 100%© 2012 Altimeter Group
    24. 24. 24 Evolution of the Social Corporate Website 0. No 1. Social 2. Social 3. Social 4. Social 5. Seamless Integration Linking Publishing Aggregation Context Integration Passive Social Basic Feeds Sharing Content Social and Active Curated Contextual Sharing Aggregation Content Contextual Aggregation© 2012 Altimeter Group
    25. 25. 25 Sign into HuffPost with Facebook and read news shared by your social graph© 2012 Altimeter Group
    26. 26. 26 TripAdvisor visitors view friend reviews through Facebook Instant Personalization TripAdvisor launched Facebook‟s Instant Personalization feature in December 2010, offering friend ratings, reviews, and travel history.© 2012 Altimeter Group
    27. 27. 27 vitaminwater doesn‟t have a corporate site – it “temporarily” moved to Facebook© 2012 Altimeter Group
    28. 28. 28 Skittles site lists its social properties & vitals© 2012 Altimeter Group
    29. 29. 29 Social integration: % of enterprise-class companies deployed (n=143, June 2011) 100% 90% 80% 77% 60% 53% 40% 27% 20% 11% 0% Social Linking Social Publishing Basic Feeds Curated Social Context Aggregation© 2012 Altimeter Group
    30. 30. 30 Trend One Insights: Social Integration  Companies must choose which webpages should integrate –and then aggregate content in –don‟t blindly send it away.  Remember that websites as we know them will go away –prepare for a new model to emerge as content as assembled on the fly.  This will also happen in the real world on devices, tablets, and real world kiosks, content will contextualize, much like the movie Minority Report.© 2012 Altimeter Group
    31. 31. Agenda  The State of Social Business  Trend 1: Corporate Websites Reborn  Trend 2: Social Becomes Automated  Trend 3: To be Heard, You Will Pay  Pragmatic Recommendations© 2012 Altimeter Group
    32. 32. 32Trend Two: Social Becomes Automated A new category has emerged “SocialPerformance Software” which analyzes and optimizes social content
    33. 33. 33 Marketing Performance Spreads to Social  Testing  Cross Channel Optimization  Ad Targeting© 2012 Altimeter Group
    34. 34. 34 Social Performance Software brings targeting  A new class of vendors emerge that • 1) Analyze online discussions and your social graph • 2) Analyze your performance of content • 3) Match • 4) Optimize how it should be published  Will extend to Support, Marketing, and beyond© 2012 Altimeter Group
    35. 35. 35 AMEX uses uses social data to offer customers personalized discounts American Express‟s new Facebook application “Link, Like, Love” uses a cardholder‟s Facebook interests including “likes” and “check-ins” to offer the most relevant and convenient discounts.© 2012 Altimeter Group
    36. 36. 36 Social Performance Software Social Optimization Set:  Crowdbooster, which measures and optimizes when content should publish.  Prosodic, which analyzes the who, what, where, and aids publishers.  Shoutlet, which helps companies manage complex publishing at scale.  SocialFlow, which offers a solution to optimize content resonance and publishing timing.  Tigerlily, which optimizes social content to publish by theme, audience and location.  UberVU, which first mines the data then optimizes content to be published.© 2012 Altimeter Group
    37. 37. SMMS Vendor Overview: 37 Download report http://bit.ly/AltimeterSocial© 2012 Altimeter Group
    38. 38. 38 Trend Two Insights: Social Becomes Automated  To scale, and to improve targeting, brands will analyze content and use proven techniques in this newish medium.  Expect some brands to fully automate, and some consumers will backlash  For best results, triage which information should be optimized and what‟s left best for organic natural conversations.© 2012 Altimeter Group
    39. 39. Agenda  The State of Social Business  Trend 1: Corporate Websites Reborn  Trend 2: Social Becomes Automated  Trend 3: To be Heard, You Will Pay  Pragmatic Recommendations© 2012 Altimeter Group
    40. 40. 40Trend Three: To Be Heard In Social, You Will PayThe future of advertising is dependent upon social. Soon, you won‟t be able to tell thedifference between conversations and ads.
    41. 41. 41 American Eagle integrates social into Times Square ads on their property: -Paid -Owned -Earned© 2012 Altimeter Group
    42. 42. 42 Facebook Ads© 2012 Altimeter Group
    43. 43. 43 Twitter Ads are fueled by social© 2012 Altimeter Group
    44. 44. 44 Facebook limits reach –till you pay© 2012 Altimeter Group
    45. 45. 45 Adobe Social spans Paid, Owned, Earned© 2012 Altimeter Group
    46. 46. 46 New networks emerge –beyond Facebook: Bazaarvoice Media© 2012 Altimeter Group
    47. 47. 47 Social Performance Software: Social Ads Social Ads Set  Adobe Social, which employs Adobe acquisitions Context Optional and Omniture.  BuddyMedia, which is optimizing earned content to be ads with its Brighter Option acquisition.  Bazaarvoice, which has introduced a solution to launch social ads outside of traditional social networks.  Webtrends Social, which tracks social content off domain, ads and their performance back to the corporate website; and finally.  Wildfire which has partnered with Adaptly to measure the paid-to-owned transition.© 2012 Altimeter Group
    48. 48. 48 Trend Three Insights: Paid Owned and Earned Converge  Remember, that social analysis is the requirement for quality paid and owned.  All of these channels must be used in an integrated manner.  However if you want to stand out, assume you‟ll bolster content with advertising –or you leave an opening for your competitors.© 2012 Altimeter Group
    49. 49. Agenda  The State of Social Business  Trend 1: Corporate Websites Reborn  Trend 2: Social Becomes Automated  Trend 3: To be Heard, You Will Pay  Pragmatic Recommendations© 2012 Altimeter Group
    50. 50. 50 “The only thing constant in business is change” -John Perera, my first manager© 2012 Altimeter Group
    51. 51. 51 Four Social Business Recommendations 1. Bolster your existing social business in a scalable formation: Aim for Center of Excellence, Dandelion, and Let Go to Grow. 2. Be prepared to restructure your website, where sending „traffic‟ will no longer be a measure of success as websites assemble on the fly. 3. Brands struggle with scaling social, and will seek to reach consumers. Embrace serendipity as part of your performance mix. 4. The future of social is advertising; aggregate and analyze social data to determine paid and owned content.© 2012 Altimeter Group
    52. 52. THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group
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