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Speakers:
Building Your Social Strategy:Prioritizing Efforts for Scale
Jeremiah Owyang
Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
© 2011 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
You emerge as an Open Leader
Image by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814
© 2011 Altimeter Group
Storms Increasing
Compounding DemandsCompounding Demands
Social Media Crises on the Rise
Yet most could be diminished –or prevented
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
© 2011 Altimeter Group
Two Paths
10
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/
Nearly half are Reactive –heading towards sanitation
We’re Early
Budgets are Limited
13
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”
Companies Headed to Social Media
Sanitation Will Not Scale
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
1. Get in a Scalable Formation Now
2.
3.
4.
5.
6.
6 steps to achieve Escape Velocity
1. Formalize a Hub and Spoke model quickly
DECENTRALIZED
- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun
- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
CENTRALIZED
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
MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
- e.g. HP
HOLISTIC OR “HONEYCOMB”
- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos, Intel, Best Buy
Most companies organize into Hub and Spoke
Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010
1. Get in a Scalable Formation Now
2. Enable Business Units
3.
4.
5.
6.
6 steps to achieve Escape Velocity
Charter of a “Center of Excellence”
2. Become an enabler for business units
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
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
Ebay’s CoE (Global Hub) coordinates across functions, properties, and
geographies
Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
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”
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
3. Scale with peer-to-peer communities
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.
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.
Community platforms are a top social business priority for all
maturity levels
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
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?”
Evolution of the Social Corporate Website
Windows 7 curates mentions of its new product on a
dedicated page
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.
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
5. Formalize a customer advocacy program
Walmart original recruited 11 “mommy bloggers” for its Eleven
program.
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.
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.
Salesforce MVP’s lead the community
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
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
“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
Coke has over 500 brands across the entire world, each with its own social accounts
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!”
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?”
51
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
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.
SMMS investments are low across all companies
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
© 2011 Altimeter Group
Two Paths
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
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
57
Jeremiah Owyang
m
web-strategist.com/blog
Twitter: jowyang
Q&A
Research team includes significant contributions from Christine Tran, and Charlene Li, Altimeter Group
Open Research: Use and share with attribution
Available for download at www.altimetergroup.com/media-room