Building Your Social Strategy: Prioritizing for Scale
May 2, 2013
Jeremiah Owyang, Industry Analyst Altimeter Group @jowyang
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#socialadvocate
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#socialadvocate
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Your World is Changing
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You emerge as an Open Leader
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#socialadvocate
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Internal Storms Hinder Progress
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Compounding Demands
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What is the future?
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Path I. Grounded to
Social Media Sanitation
Path II. Achieve Escape Velocity
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Path I. Grounded to Social Media Sanitation
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41% of programs are reactive to requests
Most programs still only a few years old.
Source: Altimeter Group. Social Business Survey, Q4 2012.
9%
12%
17%
27%
27%
9%
5%
4%
9%
20%
33%
29%
5 years or more
4 years to < 5 years
3 years to < 4 years
2 years to < 3 years
1 year to < 2 years
Less than 1 year
How long has your social media program been in existence?
2010 2012
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12
Social media spending represented just 7.4% of marketing budgets in 2012
Source: Altimeter Group. Social Business Survey, Q4 2012.
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The Situation!§ 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 “Social Media Sanitation”
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The Situation!§ 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
The Problem!§ With limited resources,
companies can’t scale 1:1 dialog
§ Efforts are uncoordinated and fragmented –but you will have to clean up
§ Demands will compound, regardless of existing resources
Symptoms of “Social Media Sanitation”
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Companies Headed to Social Media Sanitation Will Not Scale
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Path II. Achieve Escape Velocity
© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
Scale with Peer to Peer Communities
1!
2!
3!
4!
5!
6!
Grow an Unpaid Army of Advocates
Integrate, Integrate, Integrate
© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
1!
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Formalize a Hub and Spoke model quickly
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Decentralized
Centralized
Hub and Spoke
Multiple Hub and Spoke or “Dandelion”
Holistic or “Honeycomb”
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DECENTRALIZED - Organic growth - Authentic - Experimental - Not coordinated
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- One department controls all efforts - Consistent - May not be as authentic
CENTRALIZED
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HUB AND SPOKE - One hub sets rules and procedures - Business units undertake own efforts - Spreads widely around the org - Takes time
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MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
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HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Dell, Zappos, Intel, Best Buy
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Most companies organize as Hub & Spoke, but are moving toward Multiple Hub & Spoke
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9.4% 29.1% ! 35.4% ! 23.6% ! 2.4%!
2010
2012
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6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
2!
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Become an enabler for business units
27
Charter of a “Center of Excellence”
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How the CoE and spokes work together:
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§ 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
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How the CoE and spokes work together:
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CoE
§ 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
Spokes
§ 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
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Ebay’s CoE (Global Hub) coordinates across functions, properties, and geographies
Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
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KLM joins Corporate Comms and E-commerce departments to create Social Media Hub
Source: http://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-2/4700/
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“Here, a dedicated team creates
synergy by sharing their expertise from communications,
e-commerce, customer care,
ticketing, marketing, operations, and
cabin crew.”
© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
3!
© 2013 Altimeter Group
Streamline internal workflow with SMMS
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Social Media Management Systems (SMMS) vendors include Falcon Social, ExactTarget (left), Sprinklr, Objective Marketer, Expion, Seesmic, Awareness, and SpredFast (right), see full list.
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Coke has more than 500 brands across the entire world, each with its own social accounts
34
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This list of Microsoft accounts asks: “If anyone has any more that should be added to this list, please feel free to let me know!”
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© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
Scale with Peer to Peer Communities
4!
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TomTom’s vibrant online community helps its social customer service team scale
37
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Thought Leadership Community:!Philips establishes largest healthcare innovations group on LinkedIn
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HP Support Forum handles 20% of customer care efforts, globally in 7 languages
© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
Scale with Peer to Peer Communities
Grow an Unpaid Army of Advocates
5!
© 2013 Altimeter Group
Put your advocates front and center 41
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SAP inspires advocacy, innovation with expert mentorship program
42
SAP Mentors are the top SAP community influencers. Most of the ~100 mentors
work for customers or partners of SAP. All are
hands-on experts of an SAP product or service, as well
as champions of community-driven projects.
© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
Scale with Peer to Peer Communities
Grow an Unpaid Army of Advocates
Integrate, Integrate, Integrate
6!
© 2013 Altimeter Group
TripAdvisor visitors view friend reviews through Facebook Instant Personalization
44
TripAdvisor launched Facebook’s Instant
Personalization feature in December 2010, offering
friend ratings, reviews, and travel history.
© 2013 Altimeter Group
Converged Media is Paid, Owned, and Earned 45
© 2013 Altimeter Group
6 Steps to Achieve Escape Velocity!
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
Scale with Peer to Peer Communities
1!
2!
3!
4!
5!
6!
Grow an Unpaid Army of Advocates
Integrate, Integrate, Integrate
© 2013 Altimeter Group
Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/4203341678 47
Path II. Achieve Escape Velocity
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Future Markets: Collaborative Economy
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§ An unstoppable trend: • Idle resources
• Collective sustainability
• Increased population and density
• Social technology enablement
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Vertical Impacts 49
Tourism Shipping and Transportation
Financial Services
• Micro-Tourism • AirBnb
• SkyNanny • Zipcar • RelayRide, Lyft • Hire a task rabbit to carry pages for you
• Peer to Peer Lending • Virtual or digital currency (Bitcoin)
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Organizations have five options for Collaborative Economy
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1. Ignore, and risk disruption. 2. Acquire startups. 3. Rent, lend, products and services –beyond
selling. 4. Enable customers to rent, lend, sell among
themselves. 5. Gift, pay forward products and services.
© 2013 Altimeter Group
Jeremiah [email protected] 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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