The data that appears in this report was also used in the following reports and books:
The Seven Success Factors of Social Business Strategy
by Charlene Li and Brian Solis, July 2013
The Evolution of Social Business: Six Stages of Social Business Transformation
by Charlene Li and Brian Solis, March 2013
A Framework for Social Analytics
by Susan Etlinger, August 2011
Related Altimeter Services
Social business champions need to take strategies to the next level. Altimeter has a suite of solutions to help strategists guide organizations through an important series of steps that lead to social business transformation.
Altimeter’s Social Business Strategy Suite is designed as a complete process, or it can be implemented through a menu-driven approach to meet your specific needs.
Social Readiness Roadmap
Social Media Policy & Risk Assessment
Social Business Vision
Metrics Development & Alignment
Identify and Prioritize Initiatives
Governance & Organizational Structure
Content Strategy Roadmap
Social Data & Analytics Roadmap
Training Program Roadmap
The evolution of social business is constant. While models, budgets, and investments will shift over time, the biggest impact of social media will be in the social contract companies establish with customers and employees. Doing so allows companies to think through the investment and the expected return for employees and customers so they can introduce and grow mutually beneficial and productive social programs.
As a function of social business evolution, social becomes part of the DNA and culture in organizational transformation. Everything begins with the articulation of a vision for how social impacts customer and employee relationships and experiences. From there, businesses can track investments in models, process, policies, collaboration, workflow, and technology to effectively scale social throughout the organization while aligning with a new or renewed vision and also business goals.
In the next two years, we expect social to become part of a bigger movement where social joins web, mobile, and other digital initiatives to lead an integrated and orchestrated transformation. Social becomes just one part of the overall approach to successfully engage, learn from, and lead connected customers and employees. But it is the evolution into a Social Business as outlined above where stakeholders learn what it takes to adapt existing models, processes, and methodologies as part of an overall change management initiative.
Each year, Altimeter Group conducts an online survey of social media strategists and executives. Survey results in this report are only from companies with more than 1000 employees for 2010-2012 and 500 employees for 2013.
Number of Respondents