Keynote: Awareness Social Business Summit #esmboston
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1
Jeremiah OwyangIndustry Analyst
Building a Scalable Social Business Program
© 2010 Altimeter Group
Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
© 2011 Altimeter Group
© 2010 Altimeter Group
Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
© 2011 Altimeter Group
Your World is Changing
© 2010 Altimeter Group
© 2010 Altimeter Group
You emerge as an Open Leader
© 2010 Altimeter Group
Image by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814
© 2011 Altimeter Group
Storms Increasing
© 2010 Altimeter Group
Compounding DemandsCompounding Demands
© 2010 Altimeter Group
Social Media Crises on the Rise
© 2010 Altimeter Group
Yet most could be diminished –or prevented
© 2010 Altimeter Group
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
© 2011 Altimeter Group
Two Paths
© 2010 Altimeter Group
11
Path 1: Grounded to Social Media Sanitation
Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/
© 2010 Altimeter Group
Nearly half are Reactive –heading towards sanitation
© 2010 Altimeter Group
We’re Early
© 2010 Altimeter Group
Budgets are Limited14
© 2010 Altimeter Group
Customers become accustomed to “yelling in public”
Business units adopt “social media fever” and deploy on their own
Resources are limited, we can only do so much
Relegated to the “Social Media Sanitation”
© 2010 Altimeter Group
Companies Headed to Social Media Sanitation Will Not Scale
© 2010 Altimeter Group
Path 2: Achieve Escape Velocity
Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2.
3.
4.
5.
6.
6 steps to achieve Escape Velocity
© 2010 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
© 2010 Altimeter Group
1. Formalize a Hub and Spoke model quickly
© 2010 Altimeter Group
DECENTRALIZED
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
© 2010 Altimeter Group
- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
CENTRALIZED
© 2010 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
© 2010 Altimeter Group
MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
- e.g. HP
© 2010 Altimeter Group
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos, Intel, Best Buy
© 2010 Altimeter Group
Most companies organize into Hub and Spoke
Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2. Enable Business Units
3.
4.
5.
6.
6 steps to achieve Escape Velocity
© 2010 Altimeter Group
28
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
Climb the Social Business Hierarchy of Needs
© 2010 Altimeter Group
Charter of a “Center of Excellence”
2. Become an enabler for business units
© 2010 Altimeter Group
With executive support, Adobe adopted a Hub and Spoke model with a CoE at the Hub
The mission of Adobe’s CoE: “Enable more coordinated and strategic social media initiatives across the company.”
Source: Maria Poveromo, “One Company’s Journey in Social Media”
© 2010 Altimeter Group
How the CoE and spokes work together:
Set guidelines, policies and processes, and hold spokes accountable
Provide and facilitate learning, education, and research in real time, reducing risk
Own tools, and distribute best practices
Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal
CoE
© 2010 Altimeter Group
How the CoE and spokes work together:
Set guidelines, policies and processes, and hold spokes accountable
Provide and facilitate learning, education, and research in real time, reducing risk
Own tools, and distribute best practices
Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal
Manage social media efforts on their own, within established guidelines
Report and coordinate with CoE on strategy, deployment, and measurements
Share best practices with CoE and other spokes
CoE Spokes
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2. Enable Business Units
3. Scale with Peer-to-Peer Communities
4.
5.
6.
6 steps to achieve Escape Velocity
© 2010 Altimeter Group
3. Scale with peer-to-peer communities
© 2010 Altimeter Group
Best Buy leverages “super users” to answer 30% of all questions
Started in 2008, Best Buy’s community receives 2.5 million visitors a year,
generating 100,000 conversations. In addition, 25 super users spend 8-12 hours a week on the site answering about 30 percent of all the questions
asked.
© 2010 Altimeter Group
GiffGaff mobile customers rewarded for support activities through payback system
GiffGaff has no call center. Instead, the community receives pre-pay credits and badges for contributions. The community
answers 50% of customer questions. The average
response time is 3 minutes.
© 2010 Altimeter Group
Community platforms are a top social business priority for all maturity levels
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2. Enable Business Units
3. Scale with Peer-to-Peer Communities
4. Integrate, Integrate, Integrate
5.
6.
6 steps to achieve Escape Velocity
© 2010 Altimeter Group
4. Integrate social onto the corporate website
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
We asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”
© 2010 Altimeter Group
Evolution of the Social Corporate Website
© 2010 Altimeter Group
Windows 7 curates mentions of its new product on a dedicated page
© 2010 Altimeter Group
TripAdvisor visitors view friend reviews through Facebook Instant Personalization
TripAdvisor launched Facebook’s Instant
Personalization feature in December 2010, offering
friend ratings, reviews, and travel history.
© 2010 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
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2. Enable Business Units
3. Scale with Peer-to-Peer Communities
4. Integrate, Integrate, Integrate
5. Raise an Unpaid Army of Advocates
6.
6 steps to achieve Escape Velocity
© 2010 Altimeter Group
5. Formalize a customer advocacy program
Walmart original recruited 11 “mommy bloggers” for
its Eleven program.
© 2010 Altimeter Group
Fiskars’ “Fiskateer” moms lead a crafting brigade
In 2006, 5 women were selected as “Fiskateers.” The
program added an online community and
certified 50 “Demonstrators,” who
in turn certified 20 more who certified
100 more each. Fiskateers are paid for
15 hours/week of ambassador time. The program is run out of PR. Fiskars calls for applications every 2
years.
© 2010 Altimeter Group
Ford leverages “agent”-created content across all social properties, like their YouTube channel
The Ford Fiesta Movement resulted in 31K items of content,
17M customer engagements, 52K test drives, and 58% brand awareness prior to the release
date of the car.
© 2010 Altimeter Group
48
Microsoft caters to thousands of MVPs
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2. Enable Business Units
3. Scale with Peer-to-Peer Communities
4. Integrate, Integrate, Integrate
5. Raise an Unpaid Army of Advocates
6. Streamline Workflow with Tools
6 steps to achieve Escape Velocity
© 2010 Altimeter Group
Social Media Management Systems (SMMS) vendors include CoTweet, (left), Sprinklr, Objective Marketer, Expion, Seesmic,
Awareness, and SpredFast (right), see full list.
6. Streamline internal workflow with SMMS
© 2010 Altimeter Group
“Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)”
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
6. Streamline internal workflow with SMMS
© 2010 Altimeter Group
This unofficial list of Microsoft accounts asks “If anyone has any more that should be added to this list, please feel free to let me know!”
© 2010 Altimeter Group
Coke has over 500 brands across the entire world, each with its own social accounts
© 2010 Altimeter Group
Panasonic lists official accounts world-wide – each of six region has many accounts, plus global accounts
54
© 2010 Altimeter Group
Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local
55
© 2010 Altimeter Group
Publishers: For every 330 employees in enterprise class companies, 1 publishes on social media accountsCross-tab of “Approximately how many employees post content to official social accounts?” & “How many employees are in your company?”
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Number of employees Ratio #employees to #posting
1,000-5,000 employees 195:1
5,000-10,000 employees 334:1
10,000-50,000 employees 360:1
50,000-100,000 employees 412:1
Over 100,000 employees 356:1
Average 331:1
Average for above 5k 366:1
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
140 respondents, all over 1000 employees
For companies over 5,000 employees the ratio stays fairly constant – i.e. companies are hiring more staff in order to scale
© 2010 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
Company size and Publishing on Accounts57
On average, 1 out 330 employees publishes –expect this rate to decrease as more employees adopt.
© 2010 Altimeter Group
Adoption outpaced expectations – already at 64% compared with the predicted 58%We asked: “Does your company use a social media management system (SMMS), e.g. CoTweet, Expion, Hootsuite, Seesmic, Spredfast, Sprinklr, etc.?”
Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)
144 respondents, all over 1000 employees
63.9%
18.1%
18.1% Yes
No
We are currently exploring this.
© 2010 Altimeter Group
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
© 2011 Altimeter Group
Two Paths
© 2010 Altimeter Group
1. Get in a Scalable Formation Now
2. Enable Business Units
3. Scale with Peer-to-Peer Communities
4. Integrate, Integrate, Integrate
5. Raise an Unpaid Army of Advocates
6. Streamline Workflow with Tools
6 steps to achieve Escape Velocity
© 2010 Altimeter Group
Achieve Escape Velocity
Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/426973571
© 2010 Altimeter Group
62
Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
Q&A
Research team includes significant contributions from Christine Tran, and Charlene Li, Altimeter Group
© 2010 Altimeter Group
Open Research: Use and share with attribution
Available for download at www.altimetergroup.com/media-room