Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011
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Transcript of Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011
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LeWeb Keynote, 2011 December 8, 2011
Jeremiah OwyangIndustry Analyst and Partner
Climb the Social Business Hierarchy of Needs
© 2011 Altimeter Group
2Image by pilotsofswiss used with Attribution as directed by Creative Commons http://www.flickr.com/photos/pilotsofswiss/5198554176
© 2011 Altimeter Group
3Image by compacflt used with Attribution as directed by Creative Commons http://www.flickr.com/photos/compacflt/5310939930
© 2011 Altimeter Group
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“How Advanced Companies Prepare Internally”
Based on:
• 63 interviews and briefings with corporate practitioners and technology providers
• 144 survey respondents at companies with more than 1000 employees
• Analysis of 50 Social Media case studies around crises
Open Research: Social Business Readiness
© 2011 Altimeter Group
Companies are averaging an overwhelming number of corporate owned accounts“Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)”
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Platform Average # accounts
Twitter 39.2
Blog 31.9
Facebook 29.9
LinkedIn 28.8
Forum/Message Board/Communities 23.4
YouTube 9.4
Foursquare 6.3
All others 5.3
Flickr 3.8
Gowalla 0.3
Sum 178Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
140 respondents, all over 1000 employees
© 2011 Altimeter Group
Creative Commons Licensed http://www.flickr.com/photos/moran/1604096255/
Companies falling into Social Sanitation10
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011)
Available at for download at: http://www.altimetergroup.com/research/reports
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Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group (August 31, 2011)
Available at for download at: http://www.altimetergroup.com/research/reports
14
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
Education is Required: at a Minimum to Distribute Policies and Ensure ConsistencyWould you agree that your company’s employees know how to represent the company in social media (what is allowed, not allowed)?
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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
144 respondents, all over 1000 employees
© 2011 Altimeter Group
Dell created a Social Media and Community (SMaC) Program to Train Internal Stakeholders
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Dell hosts internal “unconferences” and created a social media
university. In 9 weeks, it trained 1500 employees face to face on
topics like governance, policy, and best practices.
© 2011 Altimeter Group
Define expectations for associates with an internal Social Media Policy
Examples of Social Media Guidelines created by Intel and Cisco’s Centers of Excellence
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© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011)
Available at for download at: http://www.altimetergroup.com/research/reports
18
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
DECENTRALIZED
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
© 2011 Altimeter Group
- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
CENTRALIZED
© 2011 Altimeter Group
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
MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
- e.g. HP
© 2011 Altimeter Group
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos, Intel, Best Buy
© 2011 Altimeter Group
The Composition of a Social Media Team
Base: 144 global corporate social media program managers at companies with over 1000 employees
Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)
Average Size of a Corporate Social Media Team: 11
© 2011 Altimeter Group
H&R Block models response and engagement
Source: David Armano, Edelman (http://www.flickr.com/photos/7855449@N02/5042953763)
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© 2011 Altimeter Group
FireBell simulates social media crises in a safe environment
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Weber Shandwick offers FireBell a private crises simulation tool enabling
brands to practice in real time in safe environment.
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011
Available at for download at: http://www.altimetergroup.com/research/reports
27
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
Companies are averaging an overwhelming number of corporate owned accounts“Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)”
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Platform Average # accounts
Twitter 39.2
Blog 31.9
Facebook 29.9
LinkedIn 28.8
Forum/Message Board/Communities 23.4
YouTube 9.4
Foursquare 6.3
All others 5.3
Flickr 3.8
Gowalla 0.3
Sum 178Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
140 respondents, all over 1000 employees
© 2011 Altimeter Group
Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local
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© 2011 Altimeter Group
Panasonic lists official accounts worldwide – each of six region has many accounts, plus global accounts
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© 2011 Altimeter Group
2,500 employee have about 13 employees publishing
7,500 employees have about 22 employees publishing
30k employees have about 83 employees publishing
75,000 employees have about 182 employees publishing
100k plus average have about 280 employees publishing
On average, 1 out of 330 employees publishes on social media for business.
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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
140 respondents, all over 1000 employees
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011
Available at for download at: http://www.altimetergroup.com/research/reports
32
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual SilosWould you agree that your social media strategy is embedded across corporate functions (e.g. Marketing, Sales, Support, Product, etc.)?
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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees
© 2011 Altimeter Group
Cisco empowers employees with self-serve hub34
Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011
Available at for download at: http://www.altimetergroup.com/research/reports
36
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment
© 2011 Altimeter Group
Only the Most Advanced Companies Are Integrating Social Data into Customer DatabasesDo you have a process to record and integrate data from social interactions with customers into existing customer databases?
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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
143 respondents, all over 1000 employees
© 2011 Altimeter Group
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HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos
© 2011 Altimeter Group
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P&G is Making Outside-In Innovation Increasingly Public and Social
“We are interested in collaborating with innovators in areas such as packaging, design, distribution, business models, marketing models, consumer research methods, trademark licensing, technology, and new products or services” – Bruce Brown, CTO, P&G
© 2011 Altimeter Group
Modeled After it’s IdeaStorm, Dell Created EmployeeStorm for Employee Innovation
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Employee Storm has received over 4,100 ideas with 225,000 votes and 18,500 comments
© 2011 Altimeter Group
1. Foundation: First, develop a business plan and put governance in place.
2. Safety: Then, get organized by anointing a team and process to deal with crises.
3. Formation: Next, connect business units to increase coordination and reduce duplication.
4. Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals.
5. Enlightenment: Finally, weave real-time market response fueling the predictive business.
Pragmatic Next Steps43
© 2011 Altimeter Group
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Slides at: Web-Strategist.com
Research Team
Jeremiah Owyang
Christine Tran
Andrew Jones
© 2011 Altimeter Group
Climb the Social Business Hierarchy of Needs
“Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011)
Available at for download at: http://www.altimetergroup.com/research/reports
45
Empowerment, Cross-Learning, Measurement
Asset Inventory, Best Practice Sharing, Center of Excellence
Dedicated Team, Workflow, Crises Preparedness
Objectives, Policies, Education, Access
Holistic, Real-timePredictive
Foundation
Safety
Formation
Enablement
Enlightenment