1<br />For NVCA Wine Tasting and State of the Industry<br />November 4, 2010<br />Jeremiah Owyang<br />Industry Analyst, A...
This is only a part of the overall presentation that was presented to over 100 Silicon Valley VCs on Nov 4th, 2010<br />I’...
3<br />Social media is no longer the latest “shiny object.” 79% of corporations are undertaking social media efforts –yet ...
Image by Pieter Musterdused with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/185...
5<br />The social software space has ballooned into a disparate set of technologies, data types, and over 1000 vendors con...
The Full Social Business Stack  7 Categories, 18 discrete Classes <br />Source: Altimeter Group, 2010<br />6<br />
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />7<br />
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />8<br />
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />9<br />
Brand monitoring:<br />Over 145 known vendors, including Radian6, Alterian, Scout Labs, Visible Technologies, Cymfony<br /...
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />11<br />
Social Inbox Aggregation:<br />Chatter, SocialText, Gist<br />Identity Brokers:<br />Gigya and Janrain<br />Aggregation an...
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />13<br />
Applications in Social Networks:<br />Over a 1 million apps in Facebook alone, while other social networks like LinkedIn a...
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />15<br />
Community Platforms:<br />Awareness, Mzinga, Jive, Telligent, Ingage Networks, Kickapps, Pluck, Lithium, Liveworld<br />Co...
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />17<br />
Data Layer:<br />Data brokers are emerging (brand monitoring is harvesting data, SSO) and reputation identifiers (Gist,Rap...
The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Marketing<br />Sales<br />Service & Support...
The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />20<br />
Agency (digital)<br />Agency (specialized)<br />Consulting: 1000s of ‘experts’<br />Research and Analysis<br />Advocacy Pr...
Image by Slowtronused with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309<br />En...
For Internal Goals In 2011, Social Strategists will focus on Measurement of ROI<br />Source: Survey of Corporate Social St...
Analyst Notes: 2011 Internal Goals<br />The previous slide is only partial data of Altimeter’s research, respondents were ...
Externally, will focus on integrating social onto the corporate website<br />Source: Survey of Corporate Social Strategist...
Analyst Notes: 2011 External Goals<br />The previous slide is only partial data of Altimeter’s research, respondents were ...
Image by Slowtronused with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309<br />In...
Brand Monitoring: 145 vendors, commodity technologies<br />They must quickly move beyond measuring engagement data to soci...
1) Companies that offer solutions to enterprises –including services.<br />Tip: Services can be monetized, sell as solutio...
2) Vendors that can measure –but beyond engagement data and can tie to social commerce<br />Most important metrics: Revenu...
3) Social Media Management Systems:<br />Companies that manage complex social networking accounts –and provide analytics<b...
4) Aggregation that connects back to the corporate website<br />Seek vendors that offer intelligent curation beyond a rive...
5) SCRM suites not ripe in 2011 from buyers–but invest in underlying infrastructure of companies who do matching and autom...
34<br />THANK YOU<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang...
35<br />ABOUT US<br />Altimeter Group is a Silicon Valley-based research and<br />advisory firm that provides companies wi...
Industry Reference: Social Business Stack for 2011
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Industry Reference: Social Business Stack for 2011

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Industry reference based on research results in categorization of the overall social business stack.

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  • Very comprehensive
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  • Good stack. Lots of homework went into this. Many thanks.

    Seen such a stack before. In the ERP-CRM-SCM days. It only worked with multi million dollar integration/customization. It will be long before we can see integrated approach. The Enterprise Apps are all moving to the cloud or have a cloud offering. It only makes sense if you can use those services in a business process like a workflow, a case or creative processes.

    I'd be interested to see which component combinations will be the winner. Used already quite a few standalone. I'm missing the (BPM) glue. How do they work together in a business process. Gartner's earmarked leader JIVE is only beginning to think about that. Our first strides in that area are also being made.
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  • Great presentation on what the Social Software market looks like now, and what it's going to look like in the future.
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  • Jeremiah
    First of all congratulations for a very comprehensive presentation on this industry. In your Social Analytics please also include Serendio.

    Thanks
    R Paul Singh
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  • Please add Present.ly to your Enterprise Microblogging Platforms. Present.ly launched more than two years ago, (SaaS or on-premise), has numerous Fortune 500 users. Thx
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Industry Reference: Social Business Stack for 2011

  1. 1<br />For NVCA Wine Tasting and State of the Industry<br />November 4, 2010<br />Jeremiah Owyang<br />Industry Analyst, Altimeter Group<br />Industry Reference:The Social Business Stack for 2011<br />
  2. This is only a part of the overall presentation that was presented to over 100 Silicon Valley VCs on Nov 4th, 2010<br />I’ve removed forecast data (enterprise buyers in social business, 2011) as it will be published in upcoming Altimeter Reports.<br />Jeremiah Owyang, Industry Analyst<br />Research Note<br />2<br />
  3. 3<br />Social media is no longer the latest “shiny object.” 79% of corporations are undertaking social media efforts –yet while disruption is high, budgets are miniscule, although they are immediate pockets of opportunity for the right investors <br /> <br />Source:http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/Posts/Post.aspx?ID=160<br />
  4. Image by Pieter Musterdused with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495<br />The Social Business Stack<br />© 2010 Altimeter Group<br />
  5. 5<br />The social software space has ballooned into a disparate set of technologies, data types, and over 1000 vendors confusing buyers. Despite the explosion of innovation, expect a “Social Business Suite”to appear that consolidates many of these features for enterprise buyers.<br />
  6. The Full Social Business Stack 7 Categories, 18 discrete Classes <br />Source: Altimeter Group, 2010<br />6<br />
  7. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />7<br />
  8. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />8<br />
  9. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />9<br />
  10. Brand monitoring:<br />Over 145 known vendors, including Radian6, Alterian, Scout Labs, Visible Technologies, Cymfony<br />Social Analytics/Insights:<br />Crimson Hexagon, Crowd Factory, SAS, Oracle, Sap, Qlikview<br />Monitoring and Analytics<br />10<br />
  11. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />11<br />
  12. Social Inbox Aggregation:<br />Chatter, SocialText, Gist<br />Identity Brokers:<br />Gigya and Janrain<br />Aggregation and Curation Solutions:<br />Disqus, Echo<br />Aggregation<br />12<br />
  13. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />13<br />
  14. Applications in Social Networks:<br />Over a 1 million apps in Facebook alone, while other social networks like LinkedIn and Twitter experiment with developers<br />Social Media Management Systems:<br />CoTweet, HootSuite, Sprinklr, Objective Marketer, Expion, SpredFast<br />Sharing Tools:<br />Has become a feature of other systems, also Sharethis and Addthis<br />Publication<br />14<br />
  15. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />15<br />
  16. Community Platforms:<br />Awareness, Mzinga, Jive, Telligent, Ingage Networks, Kickapps, Pluck, Lithium, Liveworld<br />Collaboration Platforms:<br />Sharepoint, Jive, Telligent, Atlassian, SocialText, PBWorks, and recent entrant BroadVision’sClearvale<br />Enterprise Microblogging Platforms:<br />SocialCast, Yammer, Gist SocialText, Chatter<br />Blogging Platforms:<br />Wordpress, SixApart, Squarespace, Google’s Blogspot<br />Innovation Platforms:<br />Salesforce Ideas, UserVoice and open source Pligg<br />Social Commerce Platforms:<br />Bazaarvoice, Zuberance, Alvendia, ShopIgniter, Wildfire Interactive<br />Social Platforms<br />16<br />
  17. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />17<br />
  18. Data Layer:<br />Data brokers are emerging (brand monitoring is harvesting data, SSO) and reputation identifiers (Gist,Rapportive,Klout)<br />Social CRM:<br />Many vendors claim Social CRM, yet we’ve yet to see a single vendor that spans the gaps across all the use cases<br />Infrastructure<br />18<br />
  19. The 18 Use Cases of Social CRM<br />1. Social Customer Insights: The 5M’s<br />Marketing<br />Sales<br />Service & Support<br />Innovation<br />Collaboration<br />CustomerExperience<br />2. Social Marketing Insights<br />6. Social Sales Insights<br />9. Social Support Insights<br />12. Innovations Insights<br />14. Collaboration Insights<br />17. Seamless Customer Experience<br />3. Rapid Social Marketing Response<br />7. Rapid Social Sales Response<br />10. Rapid Social Response<br />13.Crowdsourced R&D<br />15. Enterprise Collaboration<br />18. VIP Experience<br />4. Social Campaign Tracking<br />8.Proactive Social Lead Generation<br />11. Peer-to-Peer Unpaid Armies<br />16. ExtendedCollaboration<br />5. Social Event Management<br />© 2010 Altimeter Group <br />Attribution-Noncommercial-Share Alike 3.0 United States<br />
  20. The Stack: 7 Categories of Social Business Software and Service<br />Source: Altimeter Group, 2010<br />20<br />
  21. Agency (digital)<br />Agency (specialized)<br />Consulting: 1000s of ‘experts’<br />Research and Analysis<br />Advocacy Programs, blogger networks<br />Peer groups, conferences, and education<br />Services<br />21<br />
  22. Image by Slowtronused with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309<br />Enterprise Buyer Behaviors<br />© 2010 Altimeter Group<br />
  23. For Internal Goals In 2011, Social Strategists will focus on Measurement of ROI<br />Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010<br />We asked 140 Corporate Social Strategists: “What internal social strategy objectives will you focus most on 2011?”<br />
  24. Analyst Notes: 2011 Internal Goals<br />The previous slide is only partial data of Altimeter’s research, respondents were asked to select three top objectives.<br />Most companies are continuing to struggle with measuring this amorphous beast due variation on data types, distributed nature, and cultural resistance.<br />Struggling to make sense of how to react, companies are undergoing a cultural change and are continuing to focus on internal education and organizing the company<br />In summary, companies are still focus on getting internal programs in order --expect stronger go to market activities in 2012.<br />24<br />
  25. Externally, will focus on integrating social onto the corporate website<br />Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010<br />We asked 140 Corporate Social Strategists: “What external social strategy objectives will you focus most on 2011?”<br />
  26. Analyst Notes: 2011 External Goals<br />The previous slide is only partial data of Altimeter’s research, respondents were asked to select three top objectives.<br />Additionally, prepare for integration (46%) of existing social features such as surfacing the contextually relevant content from private branded communities. Expect first steps to be campaign orientated.<br />Prepare for aggregation of socially created content on corporate websites. Yet despite the desire –most brands—not ready to take on negative content on corporate website.<br />Most companies still focused on traditional marketing tactics in social channels, hence the focus on Dialog at (43%)<br />26<br />
  27. Image by Slowtronused with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309<br />Investment Opportunities<br />© 2010 Altimeter Group<br />
  28. Brand Monitoring: 145 vendors, commodity technologies<br />They must quickly move beyond measuring engagement data to social analytics<br />Community Platforms: Stable, yet 125 vendors, commodity technology <br />They must move to SCRM (starting with brand monitoring), website integration or SMMS quickly.<br />Any standalone trilobite who doesn’t have multiple plays in the stack<br />They must connect across the stack –or become irrelevant as buyers will require a suite.<br />Saturated and Stable Markets –and what they should do about it.<br />28<br />
  29. 1) Companies that offer solutions to enterprises –including services.<br />Tip: Services can be monetized, sell as solution bundle, and know where to outsource (community management, raw analytics) and create education repeatables –not one-offs.<br />Vendors that automate services like WOM, community management, manual measurement, and standardized education.<br />Investment Opportunity #1<br />29<br />
  30. 2) Vendors that can measure –but beyond engagement data and can tie to social commerce<br />Most important metrics: Revenue increase, CSAT, Advocacy<br />Pre built templates that can funnel engagement metrics into business metrics<br />Investment Opportunity #2<br />30<br />
  31. 3) Social Media Management Systems:<br />Companies that manage complex social networking accounts –and provide analytics<br />Publishing isn’t enough, seek workflow, recommendations, and then analytics<br />Expect this space to be ripe for M&A as community platforms and email marketing platforms must quickly become relevant in this arena.<br />Investment Opportunity #3<br />31<br />
  32. 4) Aggregation that connects back to the corporate website<br />Seek vendors that offer intelligent curation beyond a river of data<br />Aggregation quickly will move to ‘social context’ and web pages will be assembled on the fly<br />Investment Opportunity #4<br />32<br />
  33. 5) SCRM suites not ripe in 2011 from buyers–but invest in underlying infrastructure of companies who do matching and automated workflow<br />The market doesn’t know it needs scalable systems for social business --yet<br />But as they will struggle to scale –IT will finally come in to save the day. <br />The CIO becomes relevant in social business by providing underpinning infrastructure that marketers were unable to plan for.<br />Investment Opportunity #5<br />33<br />
  34. 34<br />THANK YOU<br />Jeremiah Owyang<br />jeremiah@altimetergroup.com<br />web-strategist.com/blog<br />Twitter: jowyang<br />With assistance from Christine Tran, Researcher<br />
  35. 35<br />ABOUT US<br />Altimeter Group is a Silicon Valley-based research and<br />advisory firm that provides companies with a pragmatic<br />approach to disruptive technologies. We have four areas of<br />focus: Leadership and Management, Customer Strategy,<br />Enterprise Strategy, and Innovation and Design.<br />Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.<br />

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