1 social strategy: getting your company ready charlene li founder and partner 1 jeremiah owyang...
TRANSCRIPT
1
Social Strategy:Getting Your Company Ready
Charlene LiFounder and Partner
1
Jeremiah OwyangPartner
April 14, 2010 #socialchecklist
2
© 2010 Altimeter Group
Technology is only part of the solution. Getting your company ready and developing a strategy are the key drivers of success.
Our final webinar (Part 3) of this series will help you get your company ready with our Social Readiness checklist.
View all webinar slides and recordings, including today’s, at: blog.altimetergroup.com
Use the hashtag #socialchecklist for today
A 3-part series2
© 2010 Altimeter Group
Companies Jump Into Social
Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835
© 2010 Altimeter Group
Yet Most Companies Fail to Plan Properly
Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841
5
© 2010 Altimeter Group
Many companies do not engage with their customers
Source: http://www.engagementdb.com
5
ENGAGEMENTdb ranked the world's
most valuable brands based on how they
leverage social media to interact with
customers.
8
© 2010 Altimeter Group
To be successful using social technologies,
companies must first prepare and align internal
roles, processes, policies and
stakeholders with their business
objectives. Social business is a profound
change that impacts all departments in the
organization.
9
© 2010 Altimeter Group
Getting Your Company Ready• Research
• Planning
• Resources
Social Readiness Checklist and Scorecard
Questions
Agenda9
12
© 2010 Altimeter Group
Demographics
e.g. Where are moms online?
Customer profile12
Psychographics
e.g. Who are moms influenced by?
Source: “Digital Mom,” RazorFish and CafeMom, 2009
13
© 2010 Altimeter Group
Where are your customers online?
What are your customers’ social behaviors online?
What social information or people do your customers rely on?
What is your customers’ social influence? Who trusts them?
How do your customers use social technologies in the context of your products.
Socialgraphics13
14
© 2010 Altimeter Group
Engagement Pyramid14
Curating
Producing
Commenting
Sharing
Watching
Map out how your customers social
behaviors online in order to determine
what technologies to deploy.
15
© 2010 Altimeter Group
Community pain points
Source: Communispace
15
Communispace customer communities allow marketers to gain insights from their own
customers
16
© 2010 Altimeter Group
Market analysis16
Companies should constantly measure what competitors
are doing in the social space. Here are some examples in the hotel industry that can
be added to a chart of industry assets.
17
© 2010 Altimeter Group
What is your company currently doing in the social space? What are employees doing? Product team, field, and support?
Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.
Tip: Don’t relegate social media to Gen Y just because they use it for personal use.
Current social audit17
20
© 2010 Altimeter Group
Social media triage20
Can you add value?
Can you add value?
Evaluate the purpose
Evaluate the purpose
Respond in kind & shareRespond in
kind & shareThank the
personThank the
person
Unhappy Customer?Unhappy
Customer?
DedicatedComplainer?Dedicated
Complainer?
Comedian Want-to-Be?Comedian
Want-to-Be?
NegativePositive
Yes No
Do you want to respond?Do you want to respond?
No ResponseNo Response
No
Yes
Take reasonable action to fix issue and let customer
know action taken
Take reasonable action to fix issue and let customer
know action taken
Are the facts correct?
Are the facts correct?
Gently correct the facts
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Are the facts correct?
Does customer need/deserve more
info?
Does customer need/deserve more
info?
Yes
Explain what is being done to
correct the issue.
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Is the problem
being fixed?
Yes
Let post stand and monitor.
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
Assess the message
This framework was built using the USAF Blog Triage. (Added this attribution post webinar)
24
© 2010 Altimeter Group
One hub sets rules, best practices, procedures
Business units undertake own efforts
Spreads widely around the org
Takes time
e.g. Red Cross
Coordinated24
25
© 2010 Altimeter Group
Similar to Coordinated but across multiple brands and units
e.g. HP
Multiple hub and spoke or “Dandelion”
25
26
© 2010 Altimeter Group
Each employee is empowered
Unlike Organic, employees are organized.
e.g. Dell, Zappos
Holistic or “Honeycomb”26
28
© 2010 Altimeter Group
Disclosure/ethics policy28
From Walmart Elevenmom’s disclosure policy:
“Participation in the Walmart Elevenmoms program is voluntary.
Participants in the program are required to clearly
disclose their relationship with Walmart as well as any
compensation received, including travel
opportunities, expenses or products. In the event that products are received for review, participants may
keep or dispose of product at their discretion.
29
© 2010 Altimeter Group
Social media policy29
Intel updates it’s Social Media policy regularly (last in March 2010) and offers tips and pragmatic rules of
engagement such as “Be transparent,” “Be judicious,” and
“Write what you know.”
30
© 2010 Altimeter Group
Community policy30
SeaWorld sets boundaries on its blog for
readers. For example, Seaworld asks for
favorite park experiences and tips, and will not post
“foul or offensive language.”
31
© 2010 Altimeter Group
Internal education31
Host brown bags, invite external speakers to talk, and promote memberships in organizations like Social Media Club or Social
Media Business Council, as seen here. Internal training is
important to organizational change.
32
© 2010 Altimeter Group
Communication and collaboration32
Sites like Yammer, Socialtext and Socialcast offer lightweight ways for
staff to share insights and best practices
internally. Telligent is a more robust enterprise-
level tool.
34
© 2010 Altimeter Group
Social strategist*: • Responsible for the overall program,
including ROI.• There may be multiple
strategists at each spoke.
Community manager: • Customer facing role trusted by
customers. • Companies may have
dozens of community managers.
Key roles34
*Look out for our research paper on the role of the Social Strategist later this year.
35
© 2010 Altimeter Group
Test to see that they focus on relationships, not campaigns.
Ask when they failed at social media – and what they learned.• Hire only agencies with “scar tissue.”
Leverage agencies and have them train you in all things social.• Enable fast, concerted entry into the market.
Be wary of agencies wanting to craft your strategy – only you can do that.
Agencies35
37
© 2010 Altimeter Group
Executives: • Approval to move forward, budget, allocate resources
Communications: • What new skills will they need to learn and unlearn?
Employees: • How will they be educated, armed, and supported?
Legal: • Protect employees and corporation by co-creating
policies and guidelines
Stakeholders37
39
© 2010 Altimeter Group
39
Social Readiness Score Card
Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
41
© 2010 Altimeter Group
Your social readiness score41
Ideally, you should be at
“4.0” for launch.
Area of opportunity.
42
© 2010 Altimeter Group
Includes findings, scoring, roles, and specific recommendations from a trusted third party.
Full details on our checklist
43
© 2010 Altimeter Group
Have the confidence to let go and still inspire results43
Register for our upcoming webinar:
“Making the Case for Open Leadership”
Monday, April 26 at 10 am PST
http://bit.ly/openleaderweb1
© 2010 Altimeter Group
44
Jeremiah [email protected]
web-strategist.com/blog
Twitter: jowyang
Thank you
Charlene [email protected]
charleneli.com
Twitter: charleneli
With assistance from Christine Tran, Researcher
© 2010 Altimeter Group
45
Altimeter Group is a Silicon Valley-based strategy
research and
consulting firm that provides companies with a pragmatic
approach to disruptive technologies. We have four areas
of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
About Us