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Social Media Research at Comms Service Providers

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Social Media Research at Comms Service Providers

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This is a presentation that Jeff Edlund at HP and I gave in Nov. 2011 at the SNCR annual conference, presenting some preliminary results about our research.

This is a presentation that Jeff Edlund at HP and I gave in Nov. 2011 at the SNCR annual conference, presenting some preliminary results about our research.

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Social Media Research at Comms Service Providers

  1. 1. Is Social Media an Opportunity or Threat to Communications Service Providers? Presented by: David Strom, SNCR Senior Fellow, strominator.com Jeff Edlund, CT Innovation HP Communications & Media Solutions 5 th Annual SNCR Research Symposium November 4-5, Stanford University www.sncr.org David Strom and Jeff Edlund SNCR 2010
  2. 2. Who is Jeff Edlund? <ul><li>Leader of the CTO office for HP’s Communications & Media Solutions (CMS) business unit </li></ul><ul><li>Owner and driver of the Innovation processes within HP CMS </li></ul><ul><li>Member HPL Advisory Board, ATIS Board of Directors, Speaker and Author </li></ul>David Strom and Jeff Edlund SNCR 2010
  3. 3. What’s being said right now? David Strom and Jeff Edlund SNCR 2010 <ul><li>Personal exchange </li></ul><ul><li>Professional opinion </li></ul><ul><li>Collaboration </li></ul><ul><li>Strategy </li></ul><ul><li>Competition </li></ul><ul><li>Recommendation </li></ul>
  4. 4. Why HP Communications & Media Solutions (CMS) is interested in this research <ul><li>HP CMS’s primary customer is the CSP and fresh insights are always needed on the evolving needs of this vertical market </li></ul><ul><li>Social media has emerged as a major factor in business </li></ul><ul><li>Learnings about social media will help guide our solution sets for this market place ensuring that the CSP can meets its customer demands </li></ul><ul><li>CMS believes that social media will transform the way we all interact with our customers </li></ul>David Strom and Jeff Edlund SNCR 2010
  5. 5. Why should CSPs care about social media? <ul><li>It’s far more than just blogs posts or messages (Facebook or Twitter) </li></ul><ul><li>It’s the beginning of the data tsunami </li></ul><ul><ul><li>Photo posts – 3B / day Facebook </li></ul></ul><ul><ul><li>Video posts – 24 hrs / min YouTube </li></ul></ul><ul><li>It’s understanding the customer </li></ul><ul><li>Managing the network is vital </li></ul><ul><li>The alternative is more bandwidth </li></ul>David Strom and Jeff Edlund SNCR 2010 * Flowtown , Website-Monitoring, 2010
  6. 6. Who is David Strom? <ul><li>Senior Fellow, Society for New Communications Research </li></ul><ul><li>Long-time technology journalist, podcaster, and speaker </li></ul><ul><li>Former editor-in-chief and IT manager </li></ul>David Strom and Jeff Edlund SNCR 2010
  7. 7. The research methodology <ul><li>What are we trying to determine? </li></ul>David Strom and Jeff Edlund SNCR 2010
  8. 8. <ul><li>Quantitative and qualitative study </li></ul><ul><li>Quantitative: </li></ul><ul><ul><li>Online survey developed by SNCR Research Fellows </li></ul></ul><ul><ul><li>Hosted on survey tool Qualtrics </li></ul></ul><ul><ul><li>Distributed to target respondent audience of CSPs via email and social media channels </li></ul></ul><ul><ul><li>Early survey results based on 33 responses from 33 organizations </li></ul></ul><ul><ul><li>Not yet statistically valid </li></ul></ul><ul><ul><li>Survey research continuing and available at: http://bit.ly/9ZN3W9 </li></ul></ul><ul><li>Qualitative: </li></ul><ul><ul><li>Case studies collected via recorded telephone conversations using a discussion guide developed by SNCR Fellows </li></ul></ul>Research Methodology David Strom and Jeff Edlund SNCR 2010
  9. 9. Research questions <ul><li>How are CSPs using social media to understand their customers? </li></ul><ul><li>What changes in traffic patterns will occur as a result of social media usage by their customers? </li></ul><ul><li>Are there identifiable business impacts on CSP costs / profits as a result of social media usage? </li></ul><ul><li>Is social media a threat or an opportunity to CSPs businesses? </li></ul>David Strom and Jeff Edlund SNCR 2010
  10. 10. Results so far <ul><li>What are the CSPs telling us? </li></ul>David Strom and Jeff Edlund SNCR 2010
  11. 11. <ul><li>89% of respondents feel that traffic increases from social media usage is a business opportunity </li></ul><ul><li>“Opportunity for thought leadership and source of leads” and as a way to reach new customers and new audiences </li></ul><ul><li>Easier to disseminate timely information about their products </li></ul>Some CSPs see opportunity! David Strom and Jeff Edlund SNCR 2010 Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid
  12. 12. Some CSPs think impacts are minimal <ul><li>More than 40% feel that traffic impacts from their customers’ use of social media is very low </li></ul><ul><li>More than half feel that social media has had slight impact on product/service offerings </li></ul><ul><li>65% say no impact on production costs of CSP products/services </li></ul><ul><li>“just another pile of traffic through the network” </li></ul><ul><li>Social media is mostly “over-rated twenty-something hype” </li></ul>David Strom and Jeff Edlund SNCR 2010 Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid
  13. 13. CSPs are not adding infrastructure to meet traffic demands -- yet David Strom and Jeff Edlund SNCR 2010
  14. 14. CSPs aren’t leveraging cloud services -- yet David Strom and Jeff Edlund SNCR 2010 Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid
  15. 15. CSPs believe that social media makes them more efficient and innovative David Strom and Jeff Edlund SNCR 2010 Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid
  16. 16. Social media success metrics used by CSPs David Strom and Jeff Edlund SNCR 2010 Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid
  17. 17. Social media trends mentioned in survey <ul><li>“ Facebook is the defacto gathering place for our customers” </li></ul><ul><li>Facebook as an email replacement </li></ul><ul><li>“ Blurring the lines between work and personal info/actions” </li></ul>David Strom and Jeff Edlund SNCR 2010 Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid
  18. 18. Case studies <ul><li>Looking at some of the specific responses </li></ul>David Strom and Jeff Edlund SNCR 2010
  19. 19. Nathan Pettyjohn, CEO Aisle411.com <ul><li>“ LinkedIn has given us a prospecting advantage to connect to a top 10 retailer, and it is now part of our sales strategy” </li></ul><ul><li>” We can better respond to someone who has a negative experience and reduce our churn rate” </li></ul><ul><li>“ We see the highest usage growth with >40 year old customers” </li></ul>David Strom and Jeff Edlund SNCR 2010
  20. 20. Jeff Powell, Alcatel/Lucent <ul><li>Load balancing, backhaul, blade servers, lots more bandwidth management required and needed. Look what happened with New Zealand Telecom when they introduced their 4G network. </li></ul><ul><li>“ It is hard to believe how much bandwidth is being driven by jumping cat videos being watched on mobile phones.” </li></ul><ul><li>Sprint’s TV commercials on how “your phone can be a movie theater.” </li></ul><ul><li>Next big thing: 3D interactive video simulations, 3D IP TV </li></ul>David Strom and Jeff Edlund SNCR 2010
  21. 21. Futures in Social Media <ul><li>How should we be preparing for the near future? </li></ul>David Strom and Jeff Edlund SNCR 2010
  22. 22. Seizing the change <ul><li>Social Media has created the next generation of communications </li></ul><ul><ul><li>The next generation worker communicates differently </li></ul></ul><ul><ul><li>Different work style and mode of collaboration </li></ul></ul><ul><ul><li>Unique service expectations </li></ul></ul><ul><ul><li>New views on privacy </li></ul></ul><ul><ul><li>Need to be connected all the time </li></ul></ul><ul><li>The CSP opportunity is in enabling this new mode of communications and social media lifestyle </li></ul><ul><ul><li>Policy </li></ul></ul><ul><ul><li>Parental Controls </li></ul></ul><ul><ul><li>Service Brokering </li></ul></ul><ul><ul><li>Actionable Analytics </li></ul></ul><ul><ul><li>Video Communications </li></ul></ul><ul><ul><li>Augmented Service Experiences </li></ul></ul>David Strom and Jeff Edlund SNCR 2010
  23. 23. Thank you! For more information, contact us at: [email_address] , @dstrom, (310) 857-6867 [email_address] , @jedlundhp, (816) 607-1852 David Strom and Jeff Edlund SNCR 2010

Editor's Notes

  • Contains Strom revisions and updated stats
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