Community Conference 2013 - Building your social strategy, Jeremiah Owyang

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  • 1. Building Your Social Strategy:Prioritizing for ScaleMay 2, 2013Jeremiah Owyang, Industry AnalystAltimeter Group@jowyang
  • 2. © 2013 Altimeter Group#socialadvocateImage by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133© 2011 Altimeter Group
  • 3. © 2013 Altimeter Group#socialadvocateImage by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133© 2011 Altimeter GroupYour World is Changing
  • 4. © 2013 Altimeter GroupYou emerge as an Open Leader
  • 5. © 2013 Altimeter Group#socialadvocateImage by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814© 2011 Altimeter GroupInternal Storms Hinder Progress
  • 6. © 2013 Altimeter GroupCompounding Demands
  • 7. © 2013 Altimeter GroupImage by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917What is the future?
  • 8. © 2013 Altimeter Group8Path I.Grounded toSocial Media SanitationPath II.Achieve Escape Velocity
  • 9. © 2013 Altimeter GroupImage by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/9Path I.Grounded to Social Media Sanitation
  • 10. © 2013 Altimeter Group1041% of programs are reactive to requests
  • 11. Most programs still only a few years old.Source: Altimeter Group. Social Business Survey, Q4 2012.9%12%17%27%27%9%5%4%9%20%33%29%5 years or more4 years to < 5 years3 years to < 4 years2 years to < 3 years1 year to < 2 yearsLess than 1 yearHow long has your social media programbeen in existence?2010 2012
  • 12. © 2013 Altimeter Group12Social media spending represented just7.4% of marketing budgets in 2012Source: Altimeter Group. Social Business Survey, Q4 2012.
  • 13. © 2013 Altimeter GroupThe Situation!§  Customers becomeaccustomed to “yelling inpublic”§  Business units adopt“social media fever” anddeploy on their own§  Resources are limited,we can only do so muchRelegated to “Social Media Sanitation”13
  • 14. © 2013 Altimeter GroupThe Situation!§  Customers becomeaccustomed to “yelling inpublic”§  Business units adopt“social media fever” anddeploy on their own§  Resources are limited,we can only do so muchThe Problem!§  With limited resources,companies can’t scale1:1 dialog§  Efforts are uncoordinatedand fragmented –but youwill have to clean up§  Demands will compound,regardless of existingresourcesSymptoms of “Social Media Sanitation”14
  • 15. © 2013 Altimeter Group15Companies Headed to Social MediaSanitation Will Not Scale
  • 16. © 2013 Altimeter GroupImage by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/420334167816Path II.Achieve Escape Velocity
  • 17. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnitsStreamlineWorkflow withToolsScale with Peer toPeer Communities1!2!3!4!5!6!Grow an UnpaidArmy of AdvocatesIntegrate, Integrate,Integrate
  • 18. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation now1!
  • 19. © 2013 Altimeter GroupFormalize a Hub and Spoke model quickly19DecentralizedCentralizedHub andSpokeMultiple Huband Spoke or“Dandelion”Holistic or“Honeycomb”
  • 20. © 2013 Altimeter Group20DECENTRALIZED-  Organic growth-  Authentic-  Experimental-  Not coordinated
  • 21. © 2013 Altimeter Group21-  One department controls all efforts-  Consistent-  May not be as authenticCENTRALIZED© 2011 Altimeter Group
  • 22. © 2013 Altimeter Group22HUB AND SPOKE-  One hub sets rules and procedures-  Business units undertake own efforts-  Spreads widely around the org-  Takes time
  • 23. © 2013 Altimeter Group23MULTIPLE HUB AND SPOKEOR “DANDELION”-  Similar to Hub and Spoke but acrossmultiple brands and units
  • 24. © 2013 Altimeter Group24HOLISTIC OR “HONEYCOMB”-  Each employee is empowered-  Unlike Organic, employees are organized-  e.g. Dell, Zappos, Intel, Best Buy
  • 25. © 2013 Altimeter GroupMost companies organize as Hub & Spoke,but are moving toward Multiple Hub & Spoke259.4% 29.1% ! 35.4% ! 23.6% ! 2.4%!20102012
  • 26. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnits2!
  • 27. © 2013 Altimeter GroupBecome an enabler for business units27Charter of a “Center of Excellence”
  • 28. © 2013 Altimeter GroupHow the CoE and spokes work together:28§  Set guidelines, policies and processes,and hold spokes accountable§  Provide and facilitate learning,education, and research inreal time, reducing risk§  Own tools, and distributebest practices§  Report and coordinate withdotted line spokes, e.g. Executives,HR/Associates, and LegalCoE
  • 29. © 2013 Altimeter GroupHow the CoE and spokes work together:29CoE§  Manage social media effortson their own, withinestablished guidelines§  Report and coordinate withCoE on strategy, deployment,and measurements§  Share best practices withCoE and other spokesSpokes§  Set guidelines, policies and processes,and hold spokes accountable§  Provide and facilitate learning,education, and research inreal time, reducing risk§  Own tools, and distributebest practices§  Report and coordinate withdotted line spokes, e.g. Executives,HR/Associates, and Legal
  • 30. © 2013 Altimeter GroupEbay’s CoE (Global Hub) coordinates acrossfunctions, properties, and geographiesSource: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay30
  • 31. © 2013 Altimeter GroupKLM joins Corporate Comms and E-commercedepartments to create Social Media HubSource: http://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-2/4700/31“Here, a dedicatedteam createssynergy by sharingtheir expertise fromcommunications,e-commerce,customer care,ticketing, marketing,operations, andcabin crew.”
  • 32. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnitsStreamlineWorkflow withTools3!
  • 33. © 2013 Altimeter GroupStreamline internal workflow with SMMS33Social Media Management Systems (SMMS) vendors includeFalcon Social, ExactTarget (left), Sprinklr, Objective Marketer,Expion, Seesmic, Awareness, and SpredFast (right), see full list.
  • 34. © 2013 Altimeter GroupCoke has more than 500 brands across theentire world, each with its own social accounts34
  • 35. © 2013 Altimeter GroupThis list of Microsoft accounts asks: “Ifanyone has any more that should be addedto this list, please feel free to let me know!”35
  • 36. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnitsStreamlineWorkflow withToolsScale with Peer toPeer Communities4!
  • 37. © 2013 Altimeter GroupTomTom’s vibrant online community helps itssocial customer service team scale37
  • 38. © 2013 Altimeter GroupThoughtLeadershipCommunity:!Philipsestablisheslargest healthcareinnovations groupon LinkedIn
  • 39. © 2013 Altimeter GroupHP Support Forum handles 20% of customercare efforts, globally in 7 languages
  • 40. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnitsStreamlineWorkflow withToolsScale with Peer toPeer CommunitiesGrow an UnpaidArmy of Advocates5!
  • 41. © 2013 Altimeter GroupPut your advocates front and center41
  • 42. © 2013 Altimeter GroupSAP inspires advocacy, innovation withexpert mentorship program42SAP Mentors are the topSAP community influencers.Most of the ~100 mentorswork for customers orpartners of SAP. All arehands-on experts of an SAPproduct or service, as wellas champions ofcommunity-driven projects.
  • 43. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnitsStreamlineWorkflow withToolsScale with Peer toPeer CommunitiesGrow an UnpaidArmy of AdvocatesIntegrate, Integrate,Integrate6!
  • 44. © 2013 Altimeter GroupTripAdvisor visitors view friend reviewsthrough Facebook Instant Personalization44TripAdvisor launchedFacebook’s InstantPersonalization feature inDecember 2010, offeringfriend ratings, reviews, andtravel history.
  • 45. © 2013 Altimeter GroupConverged Media is Paid, Owned, and Earned45
  • 46. © 2013 Altimeter Group6 Steps to Achieve EscapeVelocity!Get into aScalableFormation nowEnable BusinessUnitsStreamlineWorkflow withToolsScale with Peer toPeer Communities1!2!3!4!5!6!Grow an UnpaidArmy of AdvocatesIntegrate, Integrate,Integrate
  • 47. © 2013 Altimeter GroupImage by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/420334167847Path II.Achieve Escape Velocity
  • 48. © 2013 Altimeter GroupFuture Markets:Collaborative Economy48§  An unstoppable trend:•  Idle resources•  Collective sustainability•  Increased populationand density•  Social technologyenablement
  • 49. © 2013 Altimeter GroupVertical Impacts49Tourism Shipping andTransportationFinancialServices• Micro-Tourism• AirBnb• SkyNanny• Zipcar• RelayRide, Lyft• Hire a taskrabbit to carrypages for you• Peer to PeerLending• Virtual or digitalcurrency(Bitcoin)
  • 50. © 2013 Altimeter GroupOrganizations have five options for CollaborativeEconomy501.  Ignore, and risk disruption.2.  Acquire startups.3.  Rent, lend, products and services –beyondselling.4.  Enable customers to rent, lend, sell amongthemselves.5.  Gift, pay forward products and services.
  • 51. © 2013 Altimeter GroupJeremiah Owyang!jeremiah@altimetergroup.comweb-strategist.com/blogTwitter: jowyangTHANK YOU!Disclaimer: Although the information and data used in this report have been produced and processed fromsources 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 datashall have no liability for errors or omissions contained herein or for interpretations thereof. Referenceherein to any specific product or vendor by trade name, trademark or otherwise does not constitute orimply its endorsement, recommendation or favoring by the authors or contributors and shall not be used foradvertising or product endorsement purposes. The opinions expressed herein are subject to changewithout notice.
  • 52. © 2013 Altimeter GroupOpen Research: Use and share with attributionAvailable for download at www.altimetergroup.com/research