Achieving momentum for a social business strategy is challenging enough, but execution is often fraught with unanswered questions: Who “owns” social? How are key decisions made? How do we organize to execute social?
In this 1-hour webinar, Ed Terpening and Charlene Li share research on how successful organizations scale social business strategy and manage social media risk through a formalized governance system.
Watch the webinar replay at: https://www.slideshare.net/Altimeter/webinar-social-business-governance-altimeter-group
Download the full report at: http://pages.altimetergroup.com/social-business-governance-report.html
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[Slides] Social Business Governance, Altimeter Group
1. 1!
Social Business Governance:!
A Framework to Execute Social
Business Strategy!
Ed Terpening, Senior Consultant!
Charlene Li, Principal Analyst!
#socialgovernance!
2. 2!
WELCOME!
Turn on computer audio.!
Slides and this recording will be
emailed to you after the webinar.!
Use the Readytalk control panel to
submit questions at any time.!
Today’s hashtag: #socialgovernance!
Ed Terpening!
Senior Consultant!
Charlene Li!
Principal Analyst!
4. 4!
#socialgovernance!
Hidden between great
strategic ideas and
business results lies the
messy mechanics of
governance.!
5. 5!
Read the Open Research report!
Download at
altimetergroup.com/research!
!
Based on!
· Interviews with 20
ecosystem contributors!
· Survey of 76 social
strategists and executive,
conducted !
6. 6!
Today’s Presentation!
#socialgovernance!
· Why Social Business Governance Matters!
· Definition!
· A Social Business Governance System: 4 Ps!
· Best Practices!
· Resources!
7. 7!
Strategy and Governance are Partners!
Source: Altimeter Group!
8. 8!
53%!
Percentage of organizations say social
business strategy forms the basis for
governance.!
!
Source: Altimeter Group!
#socialgovernance!
9. 9!
16% !
Percentage of organizations that say social
business governance is well understood
and deployed throughout the organization. !
!
!
Source: Altimeter Group!
#socialgovernance!
10. 10!
What about you?!
Do you believe governance is in place to
manage social, and that it’s well
understood and followed?!
11. “11! The word governance comes
across like police. Rather, you
have to approach it as helping:
here’s how to approach social
and be successful.!
— Paul Michaud, SVP of Social Media at Citi!
12. 12!
Our Definition!
Social Business Governance (SBG) is an
integrated system of people, policies,
processes, and practices that defines
organizational structure and decision
process to ensure effective management
of social business at scale.!
13. 13!
The Four P’s of Social Business
Governance!
Source: Altimeter Group!
14. 14!
People!
Source: Altimeter Group!
#socialgovernance!
ü Get leadership aligned. !
ü Ensure cross-functional
participation.!
ü Clarify who gets to make which
decisions.!
ü Measure participation and
alignment.!
ü Have an organizational
roadmap that evolves over time.!
15. 15!
USAA’s cross-functional
social
committees unite
strategy and
governance!
Compliance is
embedded in the
social team to
respond quickly!
17. 17!
Policy! ü Don’t reinvent the wheel.!
Source: Altimeter Group!
ü Ensure your policy reflects the
culture, mission, and vision of
your organization.!
ü Involve the right stakeholders,
including executive sponsors. !
ü Ensure consistency with related
polices.!
ü Think about measurement.!
ü Maintain and update on a
schedule.!
18. 18!
Only 7% of Organizations Have !
All Key Policies in Place!
“Which of the following policies or guidelines are in place?”!
Source/Base: Altimeter Group’s Survey of Social Business Strategists, December 2014
(n=76) ); Note: Percentages do not total 100 because “I don’t know” answers are not
reported!
19. 19!
Ensure Policy
aligns with
Company
Culture and
Guiding
Principles!
20. Benchmark Policy against Best 20!
Practices!
Foundation! Transparency! Confidentiality
and Privacy!
Best Practice!
Conduct! Composite!
21. 21!
Process!
Source: Altimeter Group!
ü Leverage your baseline.!
ü Define clear roles and be
complete.!
ü Design to measure. !
ü Be flexible.!
ü Make it visual.!
ü Test and maintain.!
ü Use process to enable
innovation.!
#socialgovernance!
23. “23! I don’t want to always create a
new process just for social.
Whenever I can feed into current
processes, that’s best.!
— Joel Nathanson, SVP of Social Media at
Bank of the West!
24. 24!
Practice!
Source: Altimeter Group!
#socialgovernance!
ü Automate to scale through tools
and technology.!
ü Develop playbooks to ensure
best practices are followed.!
ü Measure practices for
effectiveness. !
ü Use training to develop the
skills of a social business.!
25. 25!
“Which of the following do you use to support Social Business
Governance on an ongoing basis?”!
Source/Base: Altimeter Group’s Survey of Social Business Strategists, December 2014
(n=76) ); Note: Percentages do not total 100 because “I don’t know” answers are not
reported.!
26. 26! “We have to take the proper time
to educate. We can’t leave those
behind that we’ll need to help
you get us there. It will enable
greater dividends on adoption
longer term.!
— Renee Horne, VP of Social Business at
USAA!
27. 27!
The Four P’s of Social Business
Governance!
Source: Altimeter Group!
28. 28!
Developing Governance!
· Understand maturity level!
· Seek a leadership imperative!
· Assemble a cross-functional working team!
· Start with decision-making!
· Align strategy and governance!
29. 29!
The Social Business Governance Maturity Map!
Source: Altimeter Group!
30. 30!
How Altimeter Can Help!
Social Business Governance
Assessment!
Social Business Governance
Roadmap!
Workshops, Education, and Advisory!
31. 31!
Pragmatic & Research-Based Reports!
Download at altimetergroup.com/
research!
Social Business Governance: A
Framework to Execute Social Business
Strategy (2014)!
Social Media Education for Employees:
Reduce Social Media Risk and Activate
Employees for Scale (2013)!
Scaling Social Business: How Brands
Manage Complex, Distributed Programs
(2013)!
Guarding the Gates: The Imperative for
Social Media Risk Management (2012)!
A Strategy for Managing Social Media
Proliferation (2012)!
Social Business Readiness: How
Advanced Companies Prepare
Internally (2011)!
32. 32!
Developing holistic governance is
key to moving beyond isolated social
media engagement to initiatives that
leverage social broadly, across all
functions. !
33. 33!
Developing holistic governance is
key to moving beyond isolated social
media engagement to initiatives that
leverage social broadly, across all
functions. !
In other words, a social business.!
34. 34!
Thank You!
Charlene Li!
charlene@altimetergroup.co
m!
charleneli.com!
@charleneli!
!
#socialgovernance!
Ed Terpening!
ed@altimetergroup.com!
@edterpening!
!
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models. !
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.!
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