social media research at comms service providers

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Is Social Media an Opportunity or Threat to Communications Service Providers? Presented by: David Strom, SNCR Senior Fellow, strominator.com Jeff Edlund, CT Innovation HP Communications & Media Solutions 5 th Annual SNCR Research Symposium November 4-5, Stanford University www.sncr.org 1 David Strom and Jeff Edlund SNCR 2010

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This is a presentation that Jeff Edlund at HP and I gave in Nov. 2011 at the SNCR annual conference, presenting some preliminary results about our research.

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Page 1: Social Media Research at Comms Service Providers

Is Social Media an Opportunity or Threat to Communications

Service Providers? Presented by:

David Strom, SNCR Senior Fellow, strominator.comJeff Edlund, CT Innovation HP Communications & Media Solutions

5th Annual SNCR Research SymposiumNovember 4-5, Stanford University

www.sncr.org

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David Strom and Jeff Edlund SNCR 2010

Page 2: Social Media Research at Comms Service Providers

Who is Jeff Edlund?

Leader of the CTO office for HP’s Communications & Media Solutions (CMS) business unit

Owner and driver of the Innovation processes within HP CMS

Member HPL Advisory Board, ATIS Board of Directors, Speaker and Author

David Strom and Jeff Edlund SNCR 2010

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Page 3: Social Media Research at Comms Service Providers

What’s being said right now?

David Strom and Jeff Edlund SNCR 2010

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Personal exchange

Professional opinion

Collaboration

Strategy

Competition

Recommendation

Page 4: Social Media Research at Comms Service Providers

Why HP Communications & Media Solutions (CMS) is interested in this research HP CMS’s primary customer is the CSP and fresh insights are always needed

on the evolving needs of this vertical market

Social media has emerged as a major factor in business

Learnings about social media will help guide our solution sets for this market place ensuring that the CSP can meets its customer demands

CMS believes that social media will transform the way we all interact with our customers

David Strom and Jeff Edlund SNCR 2010

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Page 5: Social Media Research at Comms Service Providers

Why should CSPs care about social media? It’s far more than just blogs posts or messages (Facebook or Twitter)

It’s the beginning of the data tsunami Photo posts – 3B / day Facebook Video posts – 24 hrs / min YouTube

It’s understanding the customer

Managing the network is vital

The alternative is more bandwidth

David Strom and Jeff Edlund SNCR 2010

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* Flowtown , Website-Monitoring, 2010

Page 6: Social Media Research at Comms Service Providers

Who is David Strom?

Senior Fellow, Society for New Communications Research

Long-time technology journalist, podcaster, and speaker

Former editor-in-chief and IT manager

David Strom and Jeff Edlund SNCR 2010

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The research methodology

What are we trying to determine?

David Strom and Jeff Edlund SNCR 2010

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Quantitative and qualitative study

Quantitative: Online survey developed by SNCR Research Fellows Hosted on survey tool Qualtrics Distributed to target respondent audience of CSPs via email and social media channels Early survey results based on 33 responses from 33 organizations Not yet statistically valid Survey research continuing and available at: http://bit.ly/9ZN3W9

Qualitative: Case studies collected via recorded telephone conversations using a discussion guide

developed by SNCR Fellows

David Strom and Jeff Edlund SNCR 2010

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Research Methodology

Page 9: Social Media Research at Comms Service Providers

Research questions How are CSPs using social media to understand their customers?

What changes in traffic patterns will occur as a result of social media usage by their customers?

Are there identifiable business impacts on CSP costs / profits as a result of social media usage?

Is social media a threat or an opportunity to CSPs businesses?

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David Strom and Jeff Edlund SNCR 2010

Page 10: Social Media Research at Comms Service Providers

Results so farWhat are the CSPs telling us?

David Strom and Jeff Edlund SNCR 2010

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Page 11: Social Media Research at Comms Service Providers

89% of respondents feel that traffic increases from social media usage is a business opportunity

“Opportunity for thought leadership and source of leads” and as a way to reach new customers and new audiences

Easier to disseminate timely information about their products

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David Strom and Jeff Edlund SNCR 2010

Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid

Some CSPs see opportunity!

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Some CSPs think impacts are minimal More than 40% feel that traffic impacts from their customers’ use of social

media is very low

More than half feel that social media has had slight impact on product/service offerings

65% say no impact on production costs of CSP products/services

“just another pile of traffic through the network”

Social media is mostly “over-rated twenty-something hype”

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David Strom and Jeff Edlund SNCR 2010

Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid

Page 13: Social Media Research at Comms Service Providers

CSPs are not adding infrastructure to meet traffic demands -- yet

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David Strom and Jeff Edlund SNCR 2010

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David Strom and Jeff Edlund SNCR 2010

Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid

CSPs aren’t leveraging cloud services -- yet

Page 15: Social Media Research at Comms Service Providers

CSPs believe that social media makes them more efficient and innovative

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David Strom and Jeff Edlund SNCR 2010

Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid

Page 16: Social Media Research at Comms Service Providers

Social media success metrics used by CSPs

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David Strom and Jeff Edlund SNCR 2010

Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid

Page 17: Social Media Research at Comms Service Providers

Social media trends mentioned in survey “Facebook is the defacto gathering place for our customers”

Facebook as an email replacement

“Blurring the lines between work and personal info/actions”

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David Strom and Jeff Edlund SNCR 2010

Source: Society for New Communications Research - 2010 Note: Stats based on early preview data - sample size representative, not statistically valid

Page 18: Social Media Research at Comms Service Providers

Case studiesLooking at some of the specific responses

David Strom and Jeff Edlund SNCR 2010

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Nathan Pettyjohn, CEO Aisle411.com “LinkedIn has given us a prospecting advantage to connect to a top 10

retailer, and it is now part of our sales strategy”

”We can better respond to someone who has a negative experience and reduce our churn rate”

“We see the highest usage growth with >40 year old customers”

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David Strom and Jeff Edlund SNCR 2010

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Jeff Powell, Alcatel/Lucent Load balancing, backhaul, blade servers, lots more bandwidth management

required and needed. Look what happened with New Zealand Telecom when they introduced their 4G network.

“It is hard to believe how much bandwidth is being driven by jumping cat videos being watched on mobile phones.”

Sprint’s TV commercials on how “your phone can be a movie theater.”

Next big thing: 3D interactive video simulations, 3D IP TV

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David Strom and Jeff Edlund SNCR 2010

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Futures in Social MediaHow should we be preparing for the near future?

David Strom and Jeff Edlund SNCR 2010

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Seizing the change Social Media has created the next

generation of communications The next generation worker

communicates differently Different work style and mode of

collaboration Unique service expectations New views on privacy Need to be connected all the time

The CSP opportunity is in enabling this new mode of communications and social media lifestyle Policy Parental Controls Service Brokering Actionable Analytics Video Communications Augmented Service Experiences

David Strom and Jeff Edlund SNCR 2010

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Page 23: Social Media Research at Comms Service Providers

Thank you!

For more information, contact us at:[email protected], @dstrom, (310) 857-6867

[email protected], @jedlundhp, (816) 607-1852

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David Strom and Jeff Edlund SNCR 2010