Community Conference 2013 - Building your social strategy, Jeremiah Owyang

Building Your Social Strategy:
Prioritizing for Scale
May 2, 2013
Jeremiah Owyang, Industry Analyst
Altimeter Group
@jowyang

© 2013 Altimeter Group
#socialadvocate
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#socialadvocate
Image by gsfc used with Attribution as directed by Creative Commons http://www.ﬂickr.com/photos/gsfc/4422729133
Your World is Changing

You emerge as an Open Leader

#socialadvocate
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Internal Storms Hinder Progress

Compounding Demands

Image by iandavid used with Attribution as directed by Creative Commons http://www.ﬂickr.com/photos/iandavid/3532086917
What is the future?

8
Path I.
Grounded to
Social Media Sanitation
Path II.
Achieve Escape Velocity

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

10
41% of programs are reactive to requests

Most programs still only a few years old.
Source: Altimeter Group. Social Business Survey, Q4 2012.
9%
12%
17%
27%
27%
9%
5%
4%
9%
20%
33%
29%
5 years or more
4 years to < 5 years
1 year to < 2 years
Less than 1 year
How long has your social media program
been in existence?
2010 2012

12
Social media spending represented just
7.4% of marketing budgets in 2012
Source: Altimeter Group. Social Business Survey, Q4 2012.

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”
13

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”
14

15
Companies Headed to Social Media
Sanitation Will Not Scale

Image by adamcnelson used with Attribution as directed by Creative Commons http://www.ﬂickr.com/photos/everypassingminute/
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16
Path II.

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
1!
2!
3!
4!
5!
6!
Grow an Unpaid
Army of Advocates
Integrate, Integrate,
Integrate

Velocity!
Get into a
Scalable
Formation now
1!

Formalize a Hub and Spoke model quickly
19

Decentralized

Centralized

Hub and
Spoke

Multiple Hub
and Spoke or
“Dandelion”

Holistic or
“Honeycomb”

20
DECENTRALIZED
-  Organic growth
-  Authentic
-  Experimental
-  Not coordinated

21
-  One department controls all efforts
-  Consistent
-  May not be as authentic
CENTRALIZED

22
HUB AND SPOKE
-  One hub sets rules and procedures
-  Business units undertake own efforts
-  Spreads widely around the org
-  Takes time

23
MULTIPLE HUB AND SPOKE
OR “DANDELION”
-  Similar to Hub and Spoke but across
multiple brands and units

24
HOLISTIC OR “HONEYCOMB”
-  Each employee is empowered
-  Unlike Organic, employees are organized
-  e.g. Dell, Zappos, Intel, Best Buy

Most companies organize as Hub & Spoke,
but are moving toward Multiple Hub & Spoke
25
9.4% 29.1% ! 35.4% ! 23.6% ! 2.4%!
2010
2012

Velocity!
Get into a
Scalable
Formation now
Enable Business
Units
2!

Become an enabler for business units
27
Charter of a “Center of Excellence”

How the CoE and spokes work together:
28
§  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

How the CoE and spokes work together:
29
CoE
§  Manage social media efforts
on their own, within
established guidelines
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
dotted line spokes, e.g. Executives,
HR/Associates, and Legal

Ebay’s CoE (Global Hub) coordinates across
functions, properties, and geographies
Source: http://www.slideshare.net/inﬂuencepeoples/ali-croft-monitoring-social-media-ebay
30

KLM joins Corporate Comms and E-commerce
departments to create Social Media Hub
Source: http://blog.klm.com/klm%E2%80%99s-social-media-strategy-part-2/4700/
31
“Here, a dedicated
team creates
synergy by sharing
their expertise from
communications,
e-commerce,
customer care,
ticketing, marketing,
operations, and
cabin crew.”

Velocity!
Get into a
Scalable
Formation now
Enable Business
Units
Streamline
Workﬂow with
Tools
3!

Streamline internal workﬂow with SMMS
33
Social Media Management Systems (SMMS) vendors include
Falcon Social, ExactTarget (left), Sprinklr, Objective Marketer,
Expion, Seesmic, Awareness, and SpredFast (right), see full list.

Coke has more than 500 brands across the
entire world, each with its own social accounts
34

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!”
35

Velocity!
Get into a
Scalable
Formation now
Enable Business
Units
Streamline
Workﬂow with
Tools
Scale with Peer to
Peer Communities4!

TomTom’s vibrant online community helps its
social customer service team scale
37

Thought
Leadership
Community:!
Philips
establishes
largest healthcare
innovations group
on LinkedIn

HP Support Forum handles 20% of customer
care efforts, globally in 7 languages

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!

Put your advocates front and center
41

SAP inspires advocacy, innovation with
expert mentorship program
42
SAP Mentors are the top
SAP community inﬂuencers.
Most of the ~100 mentors
work for customers or
partners of SAP. All are
hands-on experts of an SAP
product or service, as well
as champions of
community-driven projects.

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!

TripAdvisor visitors view friend reviews
through Facebook Instant Personalization
44
TripAdvisor launched
Facebook’s Instant
Personalization feature in
December 2010, offering
friend ratings, reviews, and
travel history.

Converged Media is Paid, Owned, and Earned
45

Image by adamcnelson used with Attribution as directed by Creative Commons http://www.ﬂickr.com/photos/everypassingminute/
4203341678
47
Path II.

Future Markets:
Collaborative Economy
48
§  An unstoppable trend:
•  Idle resources
•  Collective sustainability
•  Increased population
and density
•  Social technology
enablement

Vertical Impacts
49
Tourism Shipping and
Transportation
Financial
Services
• Micro-Tourism
• AirBnb
• SkyNanny
• Zipcar
• RelayRide, Lyft
• Hire a task
rabbit to carry
pages for you
• Peer to Peer
Lending
• Virtual or digital
currency
(Bitcoin)

Organizations have five options for Collaborative
Economy
50
1.  Ignore, and risk disruption.
2.  Acquire startups.
3.  Rent, lend, products and services –beyond
selling.
4.  Enable customers to rent, lend, sell among
themselves.
5.  Gift, pay forward products and services.

Jeremiah Owyang!
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: 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.

Open Research: Use and share with attribution
Available for download at www.altimetergroup.com/research

Community Conference 2013 - Building your social strategy, Jeremiah Owyang

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Community Conference 2013 - Building your social strategy, Jeremiah Owyang