Real Time Is *Not* Fast Enough: Three Strategies For Companies To Get Ahead

20,013 views

Published on

Companies like Motrin suffered a brand backlash --even though they responded quickly, it wasn't enough.

Learn three strategies on how companies can get ahead through 1) social personalization, 2) developing an advocacy program, and 3) investing in systems like Social CRM.

Published in: Business, Technology
12 Comments
98 Likes
Statistics
Notes
No Downloads
Views
Total views
20,013
On SlideShare
0
From Embeds
0
Number of Embeds
4,003
Actions
Shares
0
Downloads
660
Comments
12
Likes
98
Embeds 0
No embeds

No notes for slide
  • [CL] BTW, I love showing a screenshot of the YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • [CL] BTW, I love showing a screenshot of the YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • More data to be produced by more customers They will scream in real time Customers don’t care what department you’re in This problem is increasing exponentially. Data is increasing Customer particiapton is increasing Resources stay same Unable to scale.
  • http://www.flickr.com/photos/adobemac/161301489
  • Question: get at the central questions that drive your members and communities. Pay attention not only to what they blog about, but what they react to, and what that tells you about their priorities. It’s not enough to just listen. How will you create a learning organization?
  • [Christine, find a screenshot of augmented reality overlays internet informaiton - http://goweb3d.com/ ]
  • http://www.flickr.com/photos/nenzen/4140960249/
  • [Screenshot of Microsoft MVP, add a few photos]
  • [Screenshot of Walmart 11 moms. Add a few photos too]
  • [3) Invest in Systems, like Social CRM
  • [Screenshot of SalesForce and their multiple social features. http://www.web-strategist.com/blog/2009/09/09/salesforce-pushes-social-crm-technology-but-dont-expect-companies-to-be-successful-with-tools-alone/]
  • [Insert slideshot of Lithium’s Social CRM features]
  • Real Time Is *Not* Fast Enough: Three Strategies For Companies To Get Ahead

    1. Real Time Is *Not* Fast Enough Jeremiah Owyang Altimeter Group December 2009 For a copy of slides, send an email to info@altimetergroup.com
    2. At first, things started off “slow”
    3. Then Real-Time Took Center Stage
    4. Location Based
    5. Publishing Goals
    6. “Now” Seems So Yesterday.
    7. Real Time Is *Not* Fast Enough Jeremiah Owyang Altimeter Group December 2009 For a copy of slides, send an email to info@altimetergroup.com
    8. Motrin Moms
    9. <ul><li>“ Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyone have a generic ibuprofen?” </li></ul>“ Wow, Motrin, way to mismarket. My sling is saving my life and has been for 15 months now. Have you tried carrying a baby all day?” “ I agree. NO to Motrin. Generic ibuprofen works for me! And wearing my son never gave me back pain.”
    10.  
    11.  
    12. Evolution Of The Web <ul><li>Asynchronous </li></ul><ul><li>News sites </li></ul><ul><li>Press releases </li></ul><ul><li>Blogs </li></ul><ul><li>Real-Time </li></ul><ul><li>Status Updates </li></ul><ul><li>Chat Tools </li></ul><ul><li>Checkins Updates </li></ul><ul><li>Intention </li></ul><ul><li>Scheduling </li></ul><ul><li>43 Things </li></ul><ul><li>Plancast </li></ul>
    13. Social Network Adoption Increases Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf
    14. Many Industries Can’t Keep Up Data from Altimeter’s Engagement DB
    15. Your Site As You Know It
    16. Your Site with Google Sidewiki
    17.  
    18. The Impact The Impact <ul><li>Good – and bad – opinions are online </li></ul><ul><li>Customers trust each other </li></ul><ul><li>Companies unable to match this growing trend. </li></ul>
    19. Three Strategies to Respond
    20. #1. Provide Social Personalization
    21. The Impact Develop a Listening Strategy <ul><li>Get a listening program in place </li></ul><ul><li>Prepare for social personalization </li></ul><ul><li>Allow social features and logins to connect to your site </li></ul>
    22. Learn with Monitoring Tools
    23. Radian6 Enables Learning Organizations
    24.  
    25. Social Personalization
    26.  
    27. Augmented Reality Provides Contextual Information
    28. #2 Recruit an Unpaid Army
    29. Advocacy Programs <ul><li>Companies cannot scale to meet the needs of the real-time web </li></ul><ul><li>As a result, they’re developing advocacy programs lead by customers. </li></ul>
    30. Microsoft’s Most Valuable Professional
    31. Walmart’s Elevenmoms
    32. The Impact <ul><li>Incent through recognition –never money. </li></ul><ul><li>Provide them with access to special information or events. </li></ul><ul><li>Listen to their feedback –and make changes. </li></ul>Advocacy Programs
    33. #3 Invest in Management Systems
    34.  
    35.  
    36. The Impact <ul><li>Companies respond to the real-time web by using Social CRM. </li></ul><ul><li>Social Data funneled into CRM systems. </li></ul><ul><li>Companies respond quicker. </li></ul>Social CRM
    37. Salesforce Social Tools
    38. Lithium Social CRM *Lithium is an Altimeter Group client.
    39. The Impact <ul><li>Social web fuels real-time web. </li></ul><ul><li>Information is personalized, location based, and rapid </li></ul><ul><li>Companies can barely keep up with the slow-time web. </li></ul>What It Means
    40. Pragmatic Next Steps <ul><li>Personalize social technologies </li></ul><ul><li>Leverage the crowd </li></ul><ul><li>Tie social data with company data </li></ul>
    41. Jeremiah Owyang Altimeter Group [email_address] web-strategist.com Twitter: @jowyang Slides will be published on My Blog, and Slideshare Creative Commons License Slide assistance by Christine Tran, Altimeter Group and Carmen Taran, Rexi Media.
    42. The most effective way to deal with the future is to be the one shaping it.

    ×