Closing keynote from GSMI's Social Media Strategies Summit, Delivered on Feb 9, 2012

1. 1
Putting It Into Practice: Proven
Approaches To Social
GSMI Social Media Strategies Summit
February 9, 2012
Chris Silva
Industry Analyst

2. 2
Agenda
1. Getting Ready Internally
2. Developing Social Marketing Strategy by
Objectives
3. Key Take-Aways
© 2011 Altimeter Group

3. 3
Agenda
1. Getting Ready Internally
2. Developing Social Marketing Strategy by
Objectives
3. Key Take-Aways
© 2011 Altimeter Group

4. Getting Ready Internally
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Path 1: Path 2:
Grounded to Social Achieve Escape
Media Help Velocity with Scalable
Sanitation Programs
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7. Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/carl-w-heindl/3667334884/
Path 1: Grounded to
Social Media Sanitation
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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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Relegated to the “Social Media Sanitation”
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
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Symptoms of “Social Media Sanitation”
The Situation The Problem
 Customers become  With limited resources,
accustomed to “yelling in companies can‟t scale 1:1
public” dialog
 Business units adopt  Efforts are uncoordinated
“social media fever” and and fragmented –but you
deploy on their own will have to clean up
 Resources are limited, we  Demands will compound,
can only do so much regardless of existing
resources
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Companies Headed to Social Media
Sanitation Will Not Scale
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14. Image by carl-w-heindl used with Attribution as directed by Creative Commons http://www.flickr.com/photos/thirty_and_three/42697357
Path 2: Achieve Escape Velocity
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Formalize a Hub and Spoke model quickly
Decentralized Centralized Hub and Multiple Hub Holistic or
Spoke and Spoke or “Honeycomb”
“Dandelion”
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DECENTRALIZED
- Organic growth
- Authentic
- Experimental
- Not coordinated
- e.g. Sun
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CENTRALIZED
- One department controls all efforts
- Consistent
- May not be as authentic
- e.g. Ford
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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 Spoke
How Corporations Organize for Social Business in 2010
10.8% 28.8% 41% 18% 1.4%
Decentralized Centralized Hub and Multiple Hub Holistic
Spoke and Spoke
Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010
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Get ready internally for social business
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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Become an enabler for business units
Charter of a “Center of Excellence”
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How the CoE and spokes work together:
CoE Spokes
 Set guidelines, policies and processes,  Manage social media efforts on
and hold spokes accountable their own, within established
guidelines
 Provide and facilitate learning, education,
and research in real time,  Report and coordinate with CoE
reducing risk on strategy, deployment, and
measurements
 Own tools, and distribute
best practices  Share best practices with CoE
and other spokes
 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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With executive support, Adobe adopted a Hub
and Spoke model with a CoE at the Hub
The mission of Adobe‟s CoE: “Enable more coordinated and strategic
social media initiatives across the company.”
Source: Maria Poveromo, “One Company‟s Journey in Social Media”
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Agenda
1. Getting Ready Internally
2. Developing Social Marketing Strategy by
Objectives
3. Key Take-Aways
© 2011 Altimeter Group

28. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
Social Business Strategy
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2010

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Define your strategy – start with these objectives
Dialog
Learn
Advocate
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Definition of Learning
Using social technologies to listen and
learn from customers who are already
speaking.
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Learn with free monitoring tools
Google Blog Search Twitter Search
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32. 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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Listen and measure conversation sentiment
Disclosure: An Altimeter Group client
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Learning Best Practices
 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.
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Define your strategy – start with these objectives
Dialog
Learn
Advocate
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Definition of Dialog
Using social technologies to respond to or
initiate conversations in social channels
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TSA engages public with blog
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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39. Dialog KPIs
Share of Brand Mentions = Share of Voice
Voice Total Mentions (Brand + Competitor A, B, C...n)
Audience Comments + Shares + Trackbacks = Audience Engagement
Engagement Total Views
Conversation Total People Participating = Conversation Reach
Reach Total Audience Exposure
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Dialog best practices
 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.”
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Define your strategy – start with these objectives
Dialog
Learn
Advocate
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Definition of Advocate
Recruiting an “unpaid army” to promote
your brand through social technologies
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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
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
Active # of Active Advocates (w/in past 30 days) = Active Advocates
Advocates Total Advocates
Advocate Unique Advocate's Influence = Advocate Influence
Influence Total Advocate Influence
Advocacy Number of Advocacy Driven Conversions = Advocacy Impact
Impact Total Volume of Advocacy Traffic
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Advocacy best practices
 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
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Agenda
1. Getting Ready Internally
2. Developing Social Marketing Strategy by
Objectives
3. Key Take-Aways
© 2011 Altimeter Group

48. Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
Key Take-Aways
© 2011 Altimeter Group
2010

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Key Take-Aways
 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.
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THANK YOU
Chris Silva
Industry Analyst, Mobile
csilva@altimetergroup.com
makemobilework.com
Twitter: @802dotchris
With 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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