dreamforce 2012: prioritizing for scale by jeremiah owyang
DESCRIPTION
My presentation at Dreamforce on the marketing trackTRANSCRIPT
Building Your Social StrategyPrioritizing For Scale
Jeremiah Owyang, Partner and Industry Analyst, Altimeter Group
@jowyang
web-strategist.com
© 2012 Altimeter Group
#socialadvocate
Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
© 2011 Altimeter Group
© 2012 Altimeter Group
#socialadvocate
Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133
© 2011 Altimeter Group
Your World is Changing
© 2012 Altimeter Group
You emerge as an Open Leader
© 2012 Altimeter Group
#socialadvocate
Image by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814
© 2011 Altimeter Group
Internal Storms Hinder Progress
© 2012 Altimeter Group
Compounding DemandsCompounding Demands
© 2012 Altimeter Group
Image by iandavid used with Attribution as directed by Creative Commons http://www.flickr.com/photos/iandavid/3532086917
What is the future?
© 2012 Altimeter Group
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Path I. Grounded to
Social Media Sanitation
Path II.Achieve Escape Velocity
© 2012 Altimeter Group
Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/9
Path I. Grounded to Social Media Sanitation
© 2012 Altimeter Group
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41% of programs are reactive to requests
© 2012 Altimeter Group
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Most programs have existed less than 5 years
© 2012 Altimeter Group
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”12
© 2012 Altimeter Group
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”13
© 2012 Altimeter Group
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Companies Headed to Social Media Sanitation Will Not Scale
© 2012 Altimeter Group
Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/420334167815
Path II.Achieve Escape Velocity
© 2012 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
1
2
3
4
5
6
© 2012 Altimeter Group
6 Steps to Achieve Escape Velocity
Get into a Scalable Formation now
1
© 2012 Altimeter Group
Formalize a Hub and Spoke model quickly18
© 2012 Altimeter Group
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DECENTRALIZED- Organic growth- Authentic- Experimental- Not coordinated
© 2012 Altimeter Group
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- One department controls all efforts- Consistent- May not be as authentic
CENTRALIZED
© 2011 Altimeter Group
© 2012 Altimeter Group
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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
© 2012 Altimeter Group
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MULTIPLE HUB AND SPOKE OR “DANDELION”
- Similar to Hub and Spoke but across multiple brands and units
© 2012 Altimeter Group
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HOLISTIC OR “HONEYCOMB”- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos, Intel, Best Buy
© 2012 Altimeter Group
Most companies organize into Hub and Spoke24
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
© 2012 Altimeter Group
6 Steps to Achieve Escape Velocity
Get into a Scalable Formation now
Enable Business Units
2
© 2012 Altimeter Group
Become an enabler for business units26
Charter of a “Center of Excellence”
© 2012 Altimeter Group
How the CoE and spokes work together:27
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
© 2012 Altimeter Group
How the CoE and spokes work together:28
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
© 2012 Altimeter Group
Ebay’s CoE (Global Hub) coordinates across functions, properties, and geographies
Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay
29
© 2012 Altimeter Group
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.”
© 2012 Altimeter Group
6 Steps to Achieve Escape Velocity
Get into a Scalable Formation now
Enable Business Units
Streamline Workflow with Tools
3
© 2012 Altimeter Group
Streamline internal workflow with SMMS32
Social Media Management Systems (SMMS) vendors include CoTweet, (left), Sprinklr, Objective Marketer, Expion, Seesmic,
Awareness, and SpredFast (right), see full list.
© 2012 Altimeter Group
Coke has over 500 brands across the entire world, each with its own social accounts
33
© 2012 Altimeter Group
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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© 2012 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 Communities4
© 2012 Altimeter Group
36
GiffGaff mobile customers rewarded through credits and badges
GiffGaff, a small UK-based mobile virtual network operator with only 14 employees, has no call center. Instead, the community receives pre-pay credits and badges for contributions. The community
answers 50% of customer questions. The average response
time is 3 minutes.
© 2012 Altimeter Group
37
Citibank trials support community focused on mortgage troubles
© 2012 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
© 2012 Altimeter Group
Fiskars’ “Fiskateer” moms lead a crafting brigade39
In 2006, 5 women were selected as “Fiskateers.” The
program added an online community and certified 50
“Demonstrators,” who in turn certified
20 more who certified 100 more each.
Fiskateers are paid for 15 hours/week of
ambassador time. The program is run out of PR. Fiskars
calls for applications every 2 years.
© 2012 Altimeter Group
Salesforce MVP program recognizes top advocates40
© 2012 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
© 2012 Altimeter Group
Integrate social onto the corporate website42
We asked 140 Corporate Social Strategists: “What three external (go-to-market) social strategy objectives will you focus on most in 2011?”
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
© 2012 Altimeter Group
Evolution of the Social Corporate Website43
© 2012 Altimeter Group
Windows 7 curates mentions of its new product on a dedicated page
44
© 2012 Altimeter Group
TripAdvisor visitors view friend reviews through Facebook Instant Personalization
45
TripAdvisor launched Facebook’s Instant
Personalization feature in December 2010, offering
friend ratings, reviews, and travel history.
© 2012 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
1
2
3
4
5
6
© 2012 Altimeter Group
Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/420334167847
Path II.Achieve Escape Velocity
© 2012 Altimeter Group
Jeremiah [email protected]/blogTwitter: 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.
© 2012 Altimeter Group
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