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Putting It Into Practice: Proven Approaches To Social
GSMI Social Media Strategies SummitFebruary 9, 2012
Chris SilvaIndustry Analyst
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© 2011 Altimeter Group
1. Getting Ready Internally
2. Developing Social Marketing Strategy by Objectives
3. Key Take-Aways
Agenda2
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1. Getting Ready Internally
2. Developing Social Marketing Strategy by Objectives
3. Key Take-Aways
Agenda3
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© 2011 Altimeter Group© 2011 Altimeter Group
Getting Ready Internally
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Grounded to Social Media Help Sanitation
Achieve Escape Velocity with Scalable
Programs
Path 1: Path 2:
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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/
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41% of programs are reactive to requests
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Most programs have existed less than 3 years (as of Oct. 2010)
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Strategists work with limited budgets – averaging just $833,000 for all corporations
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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 the “Social Media Sanitation”11
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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”12
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Companies Headed to Social Media Sanitation Will Not Scale
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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
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Formalize a Hub and Spoke model quickly
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- e.g. Sun
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- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford
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- e.g. Red Cross
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MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
- e.g. HP
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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 into Hub and Spoke21
10.8%Decentralized
28.8%Centralized
18%Multiple Hub and Spoke
41%Hub and Spoke
1.4%Holistic
How Corporations Organize for Social Business in 2010
Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010
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A partial list of requirements:
1. Formalize a Hub and Spoke model
2. Become an enabler of business units
3. Empower a corporate social strategist
4. Benchmark efforts over time
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Get ready internally for social business
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Become an enabler for business units
Charter of a “Center of Excellence”
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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
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
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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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With executive support, Adobe adopted a Hub and Spoke model with a CoE at the Hub
Source: Maria Poveromo, “One Company’s Journey in Social Media”
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The mission of Adobe’s CoE: “Enable more coordinated and strategic social media initiatives across the company.”
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1. Getting Ready Internally
2. Developing Social Marketing Strategy by Objectives
3. Key Take-Aways
Agenda27
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© 2011 Altimeter Group
Social Business Strategy
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
© 2010 Altimeter Group
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Define your strategy – start with these objectives
Learn
Dialog
Advocate
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Using social technologies to listen and
learn from customers who are already
speaking.
Definition of Learning
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Learn with free monitoring tools31
Google Blog Search
Twitter Search
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Dell’s Social Media Listening Command Center listens and “internalizes” Dell-related conversations
Dell tracks 22K plus conversations across
the web to “‘internalize’ that feedback.”
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Disclosure: An Altimeter Group client
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Listen and measure conversation sentiment
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Start with the free and inexpensive tools.
Use terms related to your products, executives, competitors, and the market-at-large.
In addition, focus on customer pain points.
Quickly advance by using brand monitoring software and services.
Learning Best Practices34
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Define your strategy – start with these objectives
Learn
Dialog
Advocate
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Using social technologies to respond to or
initiate conversations in social channels
Definition of Dialog
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TSA engages public with blog37
Since January 2008, the TSA Blog has received more than
41,000 comments. In November 2010, the blog was viewed nearly
1M times. “Blogger Bob” publishes posts and moderates comments on a weekly basis.
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Randy at Boeing gives a “face to the company” – connecting via a conversational blog
Boeing launched this blog as “an experiment” in 2005.
Randy Tinseth, VP of Marketing, posts about the
company and its planes, in a conversational and personal
manner.
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Dialog KPIs
Conversation Reach
AudienceEngageme
nt
Share of Voice
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Have the right mindset: Once you start, the market will expect you to maintain the conversation.
First listen to the conversation then add value to existing discussions.
Rely on ongoing findings from brand monitoring to define the “conversation calendar.”
Dialog best practices40
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Define your strategy – start with these objectives
Learn
Dialog
Advocate
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Recruiting an “unpaid army” to promote
your brand through social technologies
Definition of Advocate
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US Army feature soldier voices for recruitment
“The U.S. Army's ‘Telling the Soldier Story’
YouTube Channel hosts video and newscasts
posted by Army Soldiers serving their country all
over the world.”
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Nationwide service effort encourages sharing of service stories
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Started as a government-sponsored service campaign leading up to Sept.
11, 2009, Serve.gov encourages visitors to search volunteer
opportunities, share their story and advocate volunteerism within their
personal social networks.
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Advocacy KPIs
Advocacy Impact
Advocate Influence
Active Advocate
s
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Start with simple sharing features or campaigns
Then, cultivate ongoing relationships with enthusiastic influencers, not just short-term campaigns.
Put advocates front and center – and invite them into the company.
Beyond prospects and customers, leverage internal evangelists as employee advocates
Advocacy best practices46
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1. Getting Ready Internally
2. Developing Social Marketing Strategy by Objectives
3. Key Take-Aways
Agenda47
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Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
Key Take-Aways
© 2010 Altimeter Group
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Adapt your mindset. Social technologies requires a cultural shift – opening up a two-way dialog with customers. Be prepared for public conversations – the power has shifted to consumers.
Harness the crowd. 1:1 social media does not scale. Get the crowd to do the work with you.
Think beyond marketing. Leverage customer conversations across the customer lifecycle. And, nurture social business across the organization.
Develop strategy around business goals. Remember to approach this space with business objectives first –tools and technologies second.
Key Take-Aways
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THANK YOU
Chris Silva
Industry Analyst,
makemobilework.com
Twitter: @802dotchrisWith assistance and input from my colleague Jeremiah Owyang
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Open Research: Use and share with attribution
Available for download at www.altimetergroup.com/media-room
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