Expion Keynote: Accelerating your Social Strategy to Performance

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September, 2012

Jeremiah OwyangPartner, Industry Analyst

Accelerating your Social Strategy to Performance

© 2012 Altimeter Group

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Social Media Proliferation

Industry Overview

Develop a Strategy

The right technology: SMMS

Future Trends

Agenda



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Transportation has evolved

over the years.

First, people walked; some rode horses.


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Then came the car, which

made transportation

faster.


Home

School

Work

Market

City

Library

People spread out and traveled to places further away. Distributed networks formed.


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However, these advances required a more complex infrastructure.


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As speed and complexity increase, so does the risk of a ‘Whoops’.


Social media is similar. It began organically and small-scale. But today there is a vast

network of people and businesses. Navigating the social infrastructure also

involves increasing complexity and risk.

How can brands be successful?

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Industry Overview:Brands are Jumping In

Image by wjklos used with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213


Social networks dominate time spent online

Source: Citi Investment Research and Analysis, September 2011

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98% of the top 100 brands are on Facebook, with significant adoption of other social networks

Source: Simply Measured, August 2012http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study

Facebook Twitter Google+ Pinterest Instagram0%

20%

40%

60%

80%

100%

98%94%

64%

51%

40%

Interbrand 100 Adoption by Social Network

% W

ith A

ctiv

e P

rofil

e


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Companies now average an overwhelming number of corporate-owned accounts



Companies not only have more accounts than ever, but more people publishing on them“Approximately how many employees post content to official social accounts?”

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Total Employees Avg. Number of Employees Posting

2,500 13

7,500 22

30,000 83

75,000 182

100,000+ 280

Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

140 respondents, all over 1000 employees


Plus, social media crises have been on the rise14


Many react inappropriately, late, or not at all15


Three-fourths of social media crises could have been diminished or averted

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How do social media program managers plan to deal with increase in customer conversations?(Respondents were allowed to select up to three choices)

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Base: 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)

Top Priorities are Scalable Deployments

© 2012 Altimeter Group© 2012 Altimeter Group

Develop a Strategy Now


Develop a Strategy19

1. Establish business goals and a plan to achieve them

2. Develop policies to protect employees and the organization

3. Conduct a social media audit

4. Map out permissions and workflow, including triage and crises

5. Develop a content strategy

6. Prepare the organization and have a trained team

7. Choose the right SMMS vendor


Coke planned objectives specific to social mediafirst – before engaging

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Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010


Kodak understands and measures against business goals

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Source: http://www.kodak.com/US/images/en/corp/aboutKodak/onlineToday/Kodak_SocialMediaTips_Aug14.pdf


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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Protect the company with external-facing Community Policies

Yahoo! publishes simple yet clear community guidelines

Even SeaWorld defines community expectations on its

social media properties

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Conduct a social media account audit27


US Army lists approved social media accounts; requires submission for approval

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US Army lists approved social media accounts; requires submission for approval

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“This site is designed to serve as a consolidated registry and resource for all information regarding official Army presences on public social media sites…”


For each asset (Facebook, Twitter, Community, YouTube, etc.) verify the following:

Date created

# of fans, followers, subscribers, members, etc.

Last interaction date

Frequency of interactions (From “Daily” to “No longer updated”)

Last post date

Frequency of posts

Health status

Owner and contact information

A social asset audit provides a comprehensive view of corporate-owned accounts

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Source: Expion, Disclosure: An Altimeter client

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Applebee’s supports 7000 employees in 1K locations to monitor and respond in social media

GOVERNANCE

SHARING

REAL TIME

EFFICIENCY


Map permissions and workflow:see H&R Block triage map

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Source: “H&R Block’s Response Process” David Armano, Edelman 2010


Plan for crises: e.g. 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.


Develop a content strategy36



Coke developed a content strategy, including using consumer content – and not to simply advertise

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Organize in a scalable way: formalize a Hub and Spoke model

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Move from fragmentation and decentralization to coordination where business units can deploy own their own.


Have a trained team40

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


Anatomy of a Social Media “Center of Excellence” Program

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Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)


Intel empowers employees through education “Digital IQ”; has certified more than 1000 employees

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Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,”

Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011

Intel was one of the first companies to publish Social Media Guidelines and provide employee certification.


The right technology: SMMS


1) Governance

• Account control

• Cascading permissions

• Compliance and Archiving

2) Workflow

• Tag, flag, route

• Followup

3) Intelligence

• Reporting: Master view of all accounts

• Analytics: Predictive, hot spot measurement

Social Media Management Systems (SMMS) provide, at a minimum:

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SMMS Adoption Is Growing Rapidly –Even Outpacing Predictions

Base: 2010, 2011 (Estimated): 140 global corporate social media program managers at companies with over 1000 employees (Q4 2010)

2011 (Actual): 144 global corporate social media program managers at companies with over 1000 employees (Q2 2011)


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Five Use Cases for Social Media Management

Source: “A Strategy for Managing Social Media Proliferation,” Altimeter Group (January 5, 2012)

Case #1:Intense Response

Case #2: Social Broadcasting

Case #3:Platform Campaign Marketing

Case #4:Distributed Brand Presence

Case #5:Tailored Service & Support


Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253

Future Trends


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American Eagle converges media –and displays51


1. Corporate lead compliance and risk audits will mandate social media managements systems.

2. Beyond agency adoption, outsourced call centers fuel new growth.

3. Integration of Paid, Owned, and Earned leads “Converged Media”.

4. The next phase is Social Performance which will automate workflows, responses, and reporting.

Four Future Market Trends for the Social Management Space

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Jeremiah [email protected]

m

web-strategist.com/blog

Twitter: jowyang

THANK YOU

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

Expion Keynote: Accelerating your Social Strategy to Performance

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