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
© 2012 Altimeter Group
© 2012 Altimeter Group
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© 2012 Altimeter Group
Transportation has evolved
over the years.
First, people walked; some rode horses.
© 2012 Altimeter Group
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© 2012 Altimeter Group
Then came the car, which
made transportation
faster.
© 2012 Altimeter Group
Home
School
Work
Market
City
Library
People spread out and traveled to places further away. Distributed networks formed.
© 2012 Altimeter Group
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© 2012 Altimeter Group
However, these advances required a more complex infrastructure.
© 2012 Altimeter Group
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As speed and complexity increase, so does the risk of a ‘Whoops’.
© 2012 Altimeter Group
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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© 2012 Altimeter Group
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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
© 2012 Altimeter Group
Social networks dominate time spent online
Source: Citi Investment Research and Analysis, September 2011
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© 2012 Altimeter Group
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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
© 2012 Altimeter Group
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Companies now average an overwhelming number of corporate-owned accounts
© 2012 Altimeter Group
© 2012 Altimeter Group
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
© 2012 Altimeter Group
Plus, social media crises have been on the rise14
© 2012 Altimeter Group
Many react inappropriately, late, or not at all15
© 2012 Altimeter Group
Three-fourths of social media crises could have been diminished or averted
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© 2012 Altimeter Group
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
Develop a Strategy20
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
Develop a Strategy23
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
© 2012 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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© 2012 Altimeter Group
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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© 2012 Altimeter Group
Develop a Strategy26
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
© 2012 Altimeter Group
Conduct a social media account audit27
© 2012 Altimeter Group
US Army lists approved social media accounts; requires submission for approval
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© 2012 Altimeter Group
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…”
© 2012 Altimeter Group
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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© 2012 Altimeter Group
Develop a Strategy31
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
Develop a Strategy35
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
© 2012 Altimeter Group
Develop a content strategy36
Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010
© 2012 Altimeter Group
Coke developed a content strategy, including using consumer content – and not to simply advertise
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Source: “Coke's 'fans first' approach in social communities,” Michael Donnelly, February 12, 2010
© 2012 Altimeter Group
Develop a Strategy38
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
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
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
© 2012 Altimeter Group
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)
© 2012 Altimeter Group
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.
© 2012 Altimeter Group
Develop a Strategy43
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
© 2012 Altimeter Group
The right technology: SMMS
© 2012 Altimeter Group
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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© 2012 Altimeter Group
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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)
© 2012 Altimeter Group
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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
© 2012 Altimeter Group
Image by Zoagli used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zoagli/49894253
Future Trends
© 2012 Altimeter Group
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© 2012 Altimeter Group
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© 2012 Altimeter Group
American Eagle converges media –and displays51
© 2012 Altimeter Group
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 Owyangjeremiah@altimetergroup.co
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.
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