GSMI Social Media Strategies Summit Closing Keynote


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Closing keynote from GSMI's Social Media Strategies Summit, Delivered on Feb 9, 2012

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  • With limited resources, companies can’t scale 1:1 dialogEfforts are uncoordinated and fragmented –but you will have to clean upDemands will compound, regardless of existing resources
  • Talk about what we learned first hand about these models
  • Maybe mention tony Hseigh
  • CHRISTINE make this percentages only –not the text below.
  • Too much text, remove side
  • CT: Create triangle
  • JKO
  • CT: Create triangle
  • Bob writes:When moderating, we work from oldest to newest comments. … In my dream world, I would have a command center with a moderation team. But the reality is that while TSA does have some folks who are able to assist; at times I am the only one moderating the blog, so your patience is greatly appreciated. “Since January of 2008, we have received a total of 41,389 comments.”“We received nearly a million visits this month” – Blogger Bob, Nov. 201010/27/2011#gov#blog#dialog#jaimy
  • 27, 2011#blog #dialog #defense # military #b2b #christine“Boeing launched this “experiment” in the early weeks of 2005, when blogs were a relatively new medium. In the corporate world, it was virtually uncharted territory. We were one of only a small handful of major companies dipping our feet into the waters of executive blogs.We certainly thought we could make Randy’s Journal into something, but at the time we weren’t exactly sure what that might be. Well, I think that as we celebrate 5+ years of blogging, it’s clear that we’ve exceeded even our own expectations.We’ve posted about 450 entries and thousands of comments. Over time our blog has evolved into a really effective medium to interact and share with our own employees and retirees as well as our customers and stakeholders and of course, all of the aviation enthusiasts around the world.”
  • CT: Create triangle
  • 27, 2011#military #dialog #advocacy #youtube #hr #recruitment #christine
  • is an online resource for not only finding volunteer opportunities in your community, but also creating your own. Through United We Serve’s website you can create your own service project; register your project and recruit volunteers; find a local volunteer opportunity that matches your interests; or share a story about your volunteer offers toolkits with advice for starting projects in education, health, community renewal, and energy and the is managed by the Corporation for National and Community Service. The Corporation for National and Community Service is the federal agency that improves lives, strengthens communities, and fosters civic engagement through service and volunteering. is also supplemented with a Twitter account and Facebook presence that includes a volunteer opportunity-search application.10/27/2011#gov#community#advocate#jaimy
  • JKO
  • GSMI Social Media Strategies Summit Closing Keynote

    1. 1. 1 Putting It Into Practice: Proven Approaches To SocialGSMI Social Media Strategies SummitFebruary 9, 2012Chris SilvaIndustry Analyst
    2. 2. 2 Agenda 1. Getting Ready Internally 2. Developing Social Marketing Strategy by Objectives 3. Key Take-Aways© 2011 Altimeter Group
    3. 3. 3 Agenda 1. Getting Ready Internally 2. Developing Social Marketing Strategy by Objectives 3. Key Take-Aways© 2011 Altimeter Group
    4. 4. Getting Ready Internally© 2011 Altimeter Group
    5. 5. 5© 2011 Altimeter Group
    6. 6. 6 Path 1: Path 2: Grounded to Social Achieve Escape Media Help Velocity with Scalable Sanitation Programs© 2011 Altimeter Group
    7. 7. Image by carl-w-heindl used with Attribution as directed by Creative Commons Path 1: Grounded to Social Media Sanitation© 2011 Altimeter Group
    8. 8. 8 41% of programs are reactive to requests© 2011 Altimeter Group
    9. 9. 9 Most programs have existed less than 3 years (as of Oct. 2010)© 2011 Altimeter Group
    10. 10. 10 Strategists work with limited budgets – averaging just $833,000 for all corporations© 2011 Altimeter Group
    11. 11. 11 Relegated to the “Social Media Sanitation” The Situation  Customers become accustomed to “yelling in public”  Business units adopt “social media fever” and deploy on their own  Resources are limited, we can only do so much© 2011 Altimeter Group
    12. 12. 12 Symptoms of “Social Media Sanitation” The Situation The Problem  Customers become  With limited resources, accustomed to “yelling in companies can‟t scale 1:1 public” dialog  Business units adopt  Efforts are uncoordinated “social media fever” and and fragmented –but you deploy on their own will have to clean up  Resources are limited, we  Demands will compound, can only do so much regardless of existing resources© 2011 Altimeter Group
    13. 13. 13 Companies Headed to Social Media Sanitation Will Not Scale© 2011 Altimeter Group
    14. 14. Image by carl-w-heindl used with Attribution as directed by Creative Commons Path 2: Achieve Escape Velocity© 2011 Altimeter Group
    15. 15. 15 Formalize a Hub and Spoke model quickly Decentralized Centralized Hub and Multiple Hub Holistic or Spoke and Spoke or “Honeycomb” “Dandelion”© 2011 Altimeter Group
    16. 16. 16 DECENTRALIZED - Organic growth - Authentic - Experimental - Not coordinated - e.g. Sun© 2011 Altimeter Group
    17. 17. 17 CENTRALIZED - One department controls all efforts - Consistent - May not be as authentic - e.g. Ford© 2011 Altimeter Group
    18. 18. 18 HUB AND SPOKE - One hub sets rules and procedures - Business units undertake own efforts - Spreads widely around the org - Takes time - e.g. Red Cross© 2011 Altimeter Group
    19. 19. 19 MULTIPLE HUB AND SPOKE OR “DANDELION” - Similar to Hub and Spoke but across multiple brands and units - e.g. HP© 2011 Altimeter Group
    20. 20. 20 HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Dell, Zappos, Intel, Best Buy© 2011 Altimeter Group
    21. 21. 21 Most companies organize into Hub and Spoke How Corporations Organize for Social Business in 2010 10.8% 28.8% 41% 18% 1.4% Decentralized Centralized Hub and Multiple Hub Holistic Spoke and Spoke Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010© 2011 Altimeter Group
    22. 22. 22 Get ready internally for social business A partial list of requirements: 1. Formalize a Hub and Spoke model 2. Become an enabler of business units 3. Empower a corporate social strategist 4. Benchmark efforts over time© 2011 Altimeter Group
    23. 23. 23 Become an enabler for business units Charter of a “Center of Excellence”© 2011 Altimeter Group
    24. 24. 24 How the CoE and spokes work together: CoE Spokes  Set guidelines, policies and processes,  Manage social media efforts on and hold spokes accountable their own, within established guidelines  Provide and facilitate learning, education, and research in real time,  Report and coordinate with CoE reducing risk on strategy, deployment, and measurements  Own tools, and distribute best practices  Share best practices with CoE and other spokes  Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal© 2011 Altimeter Group
    25. 25. 25 Ebay‟s CoE (Global Hub) coordinates across functions, properties, and geographies Source:© 2011 Altimeter Group
    26. 26. 26 With executive support, Adobe adopted a Hub and Spoke model with a CoE at the Hub The mission of Adobe‟s CoE: “Enable more coordinated and strategic social media initiatives across the company.” Source: Maria Poveromo, “One Company‟s Journey in Social Media”© 2011 Altimeter Group
    27. 27. 27 Agenda 1. Getting Ready Internally 2. Developing Social Marketing Strategy by Objectives 3. Key Take-Aways© 2011 Altimeter Group
    28. 28. Image by zetson used with Attribution as directed by Creative Commons Social Business Strategy© 2011 Altimeter Group 2010
    29. 29. 29 Define your strategy – start with these objectives Dialog Learn Advocate© 2011 Altimeter Group
    30. 30. 30 Definition of Learning Using social technologies to listen and learn from customers who are already speaking.© 2011 Altimeter Group
    31. 31. 31 Learn with free monitoring tools Google Blog Search Twitter Search© 2011 Altimeter Group
    32. 32. Dell‟s Social Media Listening Command Center listens and “internalizes” Dell-related conversations Dell tracks 22K plus conversations across the web to “„internalize‟ that feedback.”© 2011 Altimeter Group
    33. 33. 33 Listen and measure conversation sentiment Disclosure: An Altimeter Group client© 2011 Altimeter Group
    34. 34. 34 Learning Best Practices  Start with the free and inexpensive tools.  Use terms related to your products, executives, competitors, and the market-at-large.  In addition, focus on customer pain points.  Quickly advance by using brand monitoring software and services.© 2011 Altimeter Group
    35. 35. 35 Define your strategy – start with these objectives Dialog Learn Advocate© 2011 Altimeter Group
    36. 36. 36 Definition of Dialog Using social technologies to respond to or initiate conversations in social channels© 2011 Altimeter Group
    37. 37. 37 TSA engages public with blog Since January 2008, the TSA Blog has received more than 41,000 comments. In November 2010, the blog was viewed nearly 1M times. “Blogger Bob” publishes posts and moderates comments on a weekly basis.© 2011 Altimeter Group
    38. 38. 38 Randy at Boeing gives a “face to the company” – connecting via a conversational blog Boeing launched this blog as “an experiment” in 2005. Randy Tinseth, VP of Marketing, posts about the company and its planes, in a conversational and personal manner.© 2011 Altimeter Group
    39. 39. Dialog KPIs Share of Brand Mentions = Share of Voice Voice Total Mentions (Brand + Competitor A, B, C...n) Audience Comments + Shares + Trackbacks = Audience Engagement Engagement Total Views Conversation Total People Participating = Conversation Reach Reach Total Audience Exposure© 2011 Altimeter Group
    40. 40. 40 Dialog best practices  Have the right mindset: Once you start, the market will expect you to maintain the conversation.  First listen to the conversation then add value to existing discussions.  Rely on ongoing findings from brand monitoring to define the “conversation calendar.”© 2011 Altimeter Group
    41. 41. 41 Define your strategy – start with these objectives Dialog Learn Advocate© 2011 Altimeter Group
    42. 42. 42 Definition of Advocate Recruiting an “unpaid army” to promote your brand through social technologies© 2011 Altimeter Group
    43. 43. 43 US Army feature soldier voices for recruitment “The U.S. Armys „Telling the Soldier Story‟ YouTube Channel hosts video and newscasts posted by Army Soldiers serving their country all over the world.”© 2011 Altimeter Group
    44. 44. 44 Nationwide service effort encourages sharing of service stories Started as a government-sponsored service campaign leading up to Sept. 11, 2009, encourages visitors to search volunteer opportunities, share their story and advocate volunteerism within their personal social networks.© 2011 Altimeter Group
    45. 45. 45 Advocacy KPIs Active # of Active Advocates (w/in past 30 days) = Active Advocates Advocates Total Advocates Advocate Unique Advocates Influence = Advocate Influence Influence Total Advocate Influence Advocacy Number of Advocacy Driven Conversions = Advocacy Impact Impact Total Volume of Advocacy Traffic© 2011 Altimeter Group
    46. 46. 46 Advocacy best practices  Start with simple sharing features or campaigns  Then, cultivate ongoing relationships with enthusiastic influencers, not just short-term campaigns.  Put advocates front and center – and invite them into the company.  Beyond prospects and customers, leverage internal evangelists as employee advocates© 2011 Altimeter Group
    47. 47. 47 Agenda 1. Getting Ready Internally 2. Developing Social Marketing Strategy by Objectives 3. Key Take-Aways© 2011 Altimeter Group
    48. 48. Image by randomcuriousity used with Attribution as directed by Creative Commons Key Take-Aways© 2011 Altimeter Group 2010
    49. 49. 49 Key Take-Aways  Adapt your mindset. Social technologies requires a cultural shift – opening up a two-way dialog with customers. Be prepared for public conversations – the power has shifted to consumers.  Harness the crowd. 1:1 social media does not scale. Get the crowd to do the work with you.  Think beyond marketing. Leverage customer conversations across the customer lifecycle. And, nurture social business across the organization.  Develop strategy around business goals. Remember to approach this space with business objectives first –tools and technologies second.© 2011 Altimeter Group
    50. 50. 50 THANK YOU Chris Silva Industry Analyst, Mobile Twitter: @802dotchris With assistance and input from my colleague Jeremiah Owyang© 2011 Altimeter Group
    51. 51. 51 Open Research: Use and share with attribution Available for download at© 2011 Altimeter Group
    52. 52. 52 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at or contact© 2011 Altimeter Group