social strategy: getting your company ready
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Social Strategy:Getting Your Company Ready
Charlene LiFounder and Partner
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Jeremiah OwyangPartner
April 14, 2010 #socialchecklist
© 2010 Altimeter Group
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Technology is only part of the solution. Getting your company ready and developing a strategy are the key drivers of success.
Our final webinar (Part 3) of this series will help you get your company ready with our Social Readiness checklist.
View all webinar slides and recordings, including today’s, at: blog.altimetergroup.com
Use the hashtag #socialchecklist for today
A 3-part series
© 2010 Altimeter Group
Companies Jump Into Social
Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835
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Yet Most Companies Fail to Plan Properly
Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841
© 2010 Altimeter Group
Many companies do not engage with their customers
Source: http://www.engagementdb.com
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ENGAGEMENTdb ranked the world's
most valuable brands based on how they
leverage social media to interact with
customers.
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Many companies like the idea, but don’tfully execute
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Get Ready Internally First
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To be successful using social technologies,
companies must first prepare and align
internal roles, processes, policies and
stakeholders with their business
objectives. Social business is a profound
change that impacts all departments in the
organization.
© 2010 Altimeter Group
Getting Your Company Ready• Research
• Planning
• Resources
Social Readiness Checklist and Scorecard
Questions
Agenda9
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Getting Your Company Ready
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Research
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Demographics
e.g. Where are moms online?
Customer profile12
Psychographics
e.g. Who are moms influenced by?
Source: “Digital Mom,” RazorFish and CafeMom, 2009
© 2010 Altimeter Group
1. Where are your customers online?
2. What are your customers’ social behaviors online?
3. What social information or people do your customers rely on?
4. What is your customers’ social influence? Who trusts them?
5. How do your customers use social technologies in the context of your products.
Socialgraphics13
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Engagement Pyramid14
Map out how your customers social
behaviors online in order to determine
what technologies to deploy.
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Community pain points
Source: Communispace
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Communispace customer communities
allow marketers to gain insights from
their own customers
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Market analysis16
Companies should constantly measure what
competitors are doing in the social space. Here are
some examples in the hotel industry that can be added
to a chart of industry assets.
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What is your company currently doing in the social space? What are employees doing? Product team, field, and support?
Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.
Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
Current social audit17
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Processes
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Crisis response plan19
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Social media triage
Can you add value?
Evaluate the
purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer
?
Comedian Want-to-
Be?
NegativePositive
Yes No
Do you want to
respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer know action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
This framework was built using the USAF Blog Triage. (Added this attribution post webinar)
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Organizational Models
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Social Business Organizational Models
Centralized
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Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun
Organic23
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One hub sets rules, best practices, procedures
Business units undertake own efforts
Spreads widely around the org
Takes time
e.g. Red Cross
Coordinated24
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Similar to Coordinated but across multiple brands and units
e.g. HP
Multiple hub and spoke or “Dandelion”
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Each employee is empowered
Unlike Organic, employees are organized.
e.g. Dell, Zappos
Holistic or “Honeycomb”26
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Policies
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Disclosure/ethics policy28
From Walmart Elevenmom’s disclosure
policy:
“Participation in the Walmart Elevenmoms program is voluntary.
Participants in the program are required to clearly
disclose their relationship with Walmart as well as
any compensation received, including travel
opportunities, expenses or products. In the event that products are received for review, participants may
keep or dispose of product at their discretion.
© 2010 Altimeter Group
Social media policy29
Intel updates it’s Social Media policy regularly (last in March
2010) and offers tips and pragmatic rules of engagement such as “Be transparent,” “Be
judicious,” and “Write what you know.”
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Community policy30
SeaWorld sets boundaries on its blog
for readers. For example, Seaworld asks
for favorite park experiences and tips,
and will not post “foul or offensive language.”
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Internal education31
Host brown bags, invite external speakers to talk, and
promote memberships in organizations like Social Media Club or Social Media Business Council, as seen here. Internal
training is important to organizational change.
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Communication and collaboration32
Sites like Yammer, Socialtext and Socialcast offer
lightweight ways for staff to share insights
and best practices internally. Telligent is a more robust enterprise-
level tool.
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Resources
© 2010 Altimeter Group
Social strategist*: • Responsible for the overall program,
including ROI.• There may be multiple
strategists at each spoke.
Community manager: • Customer facing role trusted by
customers. • Companies may have
dozens of community managers.
Key roles34
*Look out for our research paper on the role of the Social Strategist later this year.
© 2010 Altimeter Group
Test to see that they focus on relationships, not campaigns.
Ask when they failed at social media – and what they learned.
• Hire only agencies with “scar tissue.”
Leverage agencies and have them train you in all things social.
• Enable fast, concerted entry into the market.
Be wary of agencies wanting to craft your strategy – only you can do that.
Agencies35
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Customer advocates36
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Executives:
• Approval to move forward, budget, allocate resources
Communications:
• What new skills will they need to learn and unlearn?
Employees:
• How will they be educated, armed, and supported?
Legal:
• Protect employees and corporation by co-creating policies and guidelines
Stakeholders37
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Reporting38
Web analytics Community analytics
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Social Readiness Score Card
Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
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Your social readiness score40
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Your social readiness score41
Ideally, you should be at
“4.0” for launch.
Area of opportunity.
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Includes findings, scoring, roles, and specific recommendations from a trusted third party.
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Full details on our checklist
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Have the confidence to let go and still inspire results
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Register for our upcoming webinar:
“Making the Case for Open Leadership”
Monday, April 26 at 10 am PST
http://bit.ly/openleaderweb1
© 2010 Altimeter Group
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Jeremiah [email protected]
web-strategist.com/blog
Twitter: jowyang
Thank you
Charlene [email protected]
charleneli.com
Twitter: charleneli
With assistance from Christine Tran, Researcher
© 2010 Altimeter Group
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Altimeter Group is a Silicon Valley-based strategy
research and
consulting firm that provides companies with a
pragmatic
approach to disruptive technologies. We have four
areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
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