Dreamforce 2012: Prioritizing for Scale by Jeremiah Owyang

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My presentation at Dreamforce on the marketing track

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Dreamforce 2012: Prioritizing for Scale by Jeremiah Owyang

  1. Building Your Social StrategyPrioritizing For ScaleJeremiah Owyang, Partner and Industry Analyst, Altimeter Group@jowyangweb-strategist.com
  2. Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133 #socialadvocate© 2011 Altimeter Group© 2012 Altimeter Group
  3. Image by gsfc used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gsfc/4422729133 Your World is Changing #socialadvocate© 2011 Altimeter Group© 2012 Altimeter Group
  4. You emerge as an Open Leader© 2012 Altimeter Group
  5. Image by coreburn used with Attribution as directed by Creative Commons http://www.flickr.com/photos/coreburn/487357814 Internal Storms Hinder Progress #socialadvocate© 2011 Altimeter Group© 2012 Altimeter Group
  6. Compounding Demands Compounding Demands© 2012 Altimeter Group
  7. 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
  8. 8 Path I. Path II. Grounded to Achieve Escape Velocity Social Media Sanitation© 2012 Altimeter Group
  9. 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
  10. 10 41% of programs are reactive to requests© 2012 Altimeter Group
  11. 11 Most programs have existed less than 5 years© 2012 Altimeter Group
  12. 12 Relegated to “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© 2012 Altimeter Group
  13. 13 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 “social  Efforts are uncoordinated and media fever” and deploy on fragmented –but you will their own have to clean up  Resources are limited, we  Demands will compound, can only do so much regardless of existing resources© 2012 Altimeter Group
  14. 14 Companies Headed to Social Media Sanitation Will Not Scale© 2012 Altimeter Group
  15. Image by adamcnelsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/4203341678 15 Path II.© 2012 Altimeter Group Achieve Escape Velocity
  16. 6 Steps to Achieve Escape Velocity Get into a Scalable Scale with Peer to 1 Formation now 4 Peer Communities Enable Business Grow an Unpaid Army 2 Units 5 of Advocates Streamline Integrate, Integrate, 3 Workflow with Tools 6 Integrate© 2012 Altimeter Group
  17. 6 Steps to Achieve Escape Velocity Get into a Scalable 1 Formation now© 2012 Altimeter Group
  18. 18 Formalize a Hub and Spoke model quickly Decentralized Centralized Hub and Multiple Hub Holistic or Spoke and Spoke or “Honeycomb” “Dandelion”© 2012 Altimeter Group
  19. 19 DECENTRALIZED - Organic growth - Authentic - Experimental - Not coordinated© 2012 Altimeter Group
  20. 20 CENTRALIZED - One department controls all efforts - Consistent - May not be as authentic© 2011 Altimeter Group© 2012 Altimeter Group
  21. 21 HUB AND SPOKE - One hub sets rules and procedures - Business units undertake own efforts - Spreads widely around the org - Takes time© 2012 Altimeter Group
  22. 22 MULTIPLE HUB AND SPOKE OR “DANDELION” - Similar to Hub and Spoke but across multiple brands and units© 2012 Altimeter Group
  23. 23 HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Dell, Zappos, Intel, Best Buy© 2012 Altimeter Group
  24. 24 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 Spoke Multiple Hub Holistic and Spoke Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010© 2012 Altimeter Group
  25. 6 Steps to Achieve Escape Velocity Get into a Scalable Formation now Enable Business 2 Units© 2012 Altimeter Group
  26. 26 Become an enabler for business units Charter of a “Center of Excellence”© 2012 Altimeter Group
  27. 27 How the CoE and spokes work together: CoE  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
  28. 28 How the CoE and spokes work together: CoE Spokes  Set guidelines, policies and processes, and  Manage social media efforts on their hold spokes accountable own, within established guidelines  Provide and facilitate learning, education,  Report and coordinate with CoE on and research in real time, strategy, deployment, and reducing risk measurements  Own tools, and distribute  Share best practices with CoE best practices and other spokes  Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal© 2012 Altimeter Group
  29. 29 Ebay’sCoE (Global Hub) coordinates across functions, properties, and geographies Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay© 2012 Altimeter Group
  30. 30 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”© 2012 Altimeter Group
  31. 6 Steps to Achieve Escape Velocity Get into a Scalable Formation now Enable Business Units Streamline 3 Workflow with Tools© 2012 Altimeter Group
  32. 32 Streamline internal workflow with SMMS Social Media Management Systems (SMMS) vendors include CoTweet, (left), Sprinklr, Objective Marketer, Expion, Seesmic, Awareness, and SpredFast (right), see full list.© 2012 Altimeter Group
  33. 33 Coke has over 500 brands across the entire world, each with its own social accounts© 2012 Altimeter Group
  34. 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!”© 2012 Altimeter Group
  35. 6 Steps to Achieve Escape Velocity Get into a Scalable Scale with Peer to Formation now 4 Peer Communities Enable Business Units Streamline Workflow with Tools© 2012 Altimeter Group
  36. 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. 37 Citibank trials support community focused on mortgage troubles© 2012 Altimeter Group
  38. 6 Steps to Achieve Escape Velocity Get into a Scalable Scale with Peer to Formation now Peer Communities Enable Business Grow an Unpaid Army Units 5 of Advocates Streamline Workflow with Tools© 2012 Altimeter Group
  39. 39 Fiskars’ “Fiskateer” moms lead a crafting brigade 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
  40. 40 SalesforceMVP program recognizes top advocates© 2012 Altimeter Group
  41. 6 Steps to Achieve Escape Velocity Get into a Scalable Scale with Peer to Formation now Peer Communities Enable Business Grow an Unpaid Army Units of Advocates Streamline Integrate, Integrate, Workflow with Tools 6 Integrate© 2012 Altimeter Group
  42. 42 Integrate social onto the corporate website 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
  43. 43 Evolution of the Social Corporate Website 0. No 1. Social 2. Social 3. Social 4. Social 5. Seamless Integration Linking Publishing Aggregation Context Integration Passive Social Basic Feeds Sharing Content Social and Active Curated Contextual Sharing Aggregation Content Contextual Aggregation© 2012 Altimeter Group
  44. 44 Windows 7 curates mentions of its new product on a dedicated page© 2012 Altimeter Group
  45. 45 TripAdvisor visitors view friend reviews through Facebook Instant Personalization TripAdvisor launched Facebook’s Instant Personalization feature in December 2010, offering friend ratings, reviews, and travel history.© 2012 Altimeter Group
  46. 6 Steps to Achieve Escape Velocity Get into a Scalable Scale with Peer to 1 Formation now 4 Peer Communities Enable Business Grow an Unpaid Army 2 Units 5 of Advocates Streamline Integrate, Integrate, 3 Workflow with Tools 6 Integrate© 2012 Altimeter Group
  47. Image by adamcnelsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/everypassingminute/4203341678 47 Path II.© 2012 Altimeter Group Achieve Escape Velocity
  48. THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang 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
  49. Open Research: Use and share with attribution Available for download at www.altimetergroup.com/research© 2012 Altimeter Group

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