Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
The Power Of Groundbreaking Social Technologies<br />1<br />Charlene Li<br />Altimeter Group<br />Twitter: @charleneli<br ...
2<br />
OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
4<br />© 2011 Altimeter Group<br />
5<br />© 2011 Altimeter Group<br />
It’s time to move past experiments<br />6<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
8<br />Agenda<br />Strategy<br />Lead<br />Prepare<br />
9<br />Agenda<br />Strategy<br />Lead<br />Prepare<br />
Strategy Process Stages<br />10<br />
Strategy Process Stages<br />11<br />Set context <br /><ul><li>Determine key objectives
Level of strategy (corporate, biz unit, brand)
Identify key metrics
Assess readiness</li></li></ul><li>Align social with key strategic goals<br />12<br />Examine your 2011 goals<br />Pick on...
Objectives differ by level<br />13<br />
Ask the Right Questions about Value  <br />14<br />“We tend to overvalue the things we can measure, and undervalue the thi...
Use appropriate metrics at each level<br />15<br />Business metrics: revenue, CSAT, reputation.<br />Social media analytic...
Highlight where you are strong, where you need to develop.<br />Don’t create strategies that you can’t execute.<br />Demon...
Mindset
Roles
Stakeholders
Monitoring
Reporting
Customer Profile
Market Analysis
Processes
Organizational Model
Education</li></li></ul><li>Benchmarking Social Readiness (Before)<br />17<br />December 2009<br />
Benchmarking Social Readiness (After)<br />18<br />April 2010<br />
Strategy Process Stages - Discovery<br />19<br />Collect and prioritize strategic options<br /><ul><li>Metrics-based value...
Prioritize against objectives</li></li></ul><li>Evaluate each initiative<br />20<br />
Define Your Strategy With Objectives<br />21<br />
How does social media matter to B2B?<br />Chief stakeholders may not be using social media.<br /><ul><li>But lieutenants w...
Expertise
Search results impact</li></li></ul><li>Why care about social technologies?<br /><ul><li>62% read user ratings/reviews for...
62% visit company profiles on social media sites
55% visit company blogs
51% participate in online business communities or forums
49% ask questions on Q&A sites
29% use Twitter to find or request business-related information </li></ul>Source: 2009 Business.com Business Social Media ...
People in B2B use social media for work<br />24<br />Source: 2009 Business.com Business Social Media Benchmarking Study(n=...
25<br />Agenda<br />Strategy<br />Learn<br />Dialog<br />Support<br />Innovate<br />Lead<br />Prepare<br />
Track brand mentions with basic tools<br />26<br />What would happen if every employee could learn from customers?<br />
Integrate monitoring with workflow<br />27<br />Other providers<br />Alterian<br />BrandsEye<br />Buzzmetrics Cymfony<br /...
Go beyond basic monitoring to analytics<br />28<br />Make course corrections nearly real-time.<br />Use predictive analyti...
Shoppers want to be “known”<br />29<br />I walk into the store<br />Store knows it’s me<br />Give me offers<br />And plans...
Community insight platforms<br />30<br /><ul><li>Communispace and Passenger offer online focus groups solutions.</li></li>...
Go beyond traditional data to understand your customers<br />32<br />Demographic<br />Geographic<br />Psychographic<br />B...
Where are your customers online?<br />What social information or people do your customers rely on?<br />What is your custo...
Engagement Pyramid<br />34<br />
Engagement Pyramid - Watching<br />35<br />Watch videos<br />Read blog posts<br />Listen to podcasts<br />Read tweets<br /...
Engagement Pyramid - Sharing<br />36<br />Share a link<br />Share photos<br />Share videos<br />Write a status update<br /...
Engagement Pyramid - Commenting<br />37<br />Comment on a blog<br />Write a review<br />Rate a product<br />Participate in...
Engagement Pyramid - Producing<br />38<br />Write a blog<br />Create videos or podcasts<br />Tweet for an audience<br />
Engagement Pyramid - Curating<br />39<br />Moderate a wiki or discussion forum<br />Curate a Facebook fan page<br />
Engagement Pyramid Data<br />40<br />Source: Global Wave Index Wave 2, Trendstream.net, January 2010<br />
Conduct research to identify the social behaviors of your target customer<br />Also identify:<br />Where are they online: ...
Listen and learn from your customers. <br />Start with basic monitoring tools, but quickly evolve them.<br />Invest in ana...
43<br />Agenda<br />Strategy<br />Learn<br />Dialog<br />Support<br />Innovate<br />Lead<br />Prepare<br />
Conversations, not messages<br />Human, not corporate<br />Continuous, not episodic<br />The New Normal<br />44<br />
Blogs establish thought leadership<br />45<br />CEO Richard Edelman has been blogging consistently since September 2004.<b...
The Central Bank of Brazil shares articles on twitter<br />46<br />
Pantene Argentina listens to the crowd, connects with the individual<br />47<br />
Ford targets an influencer, reaches half of Argentina’s Twitter audience<br />48<br />
Encourage commenting to get into the Facebook news feed<br />49<br />
B2B can also use Facebook<br />50<br /><ul><li>Develop relationships with job candidates, prospects, and current employees
Insert your content into newsfeed of fans
B2B is really people to people</li></li></ul><li>51<br />Also encourage dialog inside the company<br />
ISS connects distributed work-force with social-powered intranet<br />52<br />“Everyone feels more connected. Socialtext i...
Premier Farnell supports engineers with community, and employees with “OurTube”<br />53<br />
Give out Flip cameras/smartphones<br />Set up an internal “OurTube”<br />Transcribe conversations into emails and posts<br...
Tivo joined an existing community<br />55<br />
56<br />Advocacy – A five-phase approach<br />
Tesco engages influencer blogs<br />57<br />Blog post series highlights & drives traffic to blogs by Influencers. Twitter ...
Visa’s online video campaign increase card payments 19%<br />58<br />
Have an authentic conversation with your customers that they want to have.<br />Engage across and through social communiti...
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
61<br />Agenda<br />Strategy<br />Learn<br />Dialog<br />Support<br />Innovate<br />Lead<br />Prepare<br />
Telmex provides customer support on Twitter<br />62<br />
Ritz-Carlton managers monitor Twitter for real-time service<br />63<br />Property manager helped unhappy honeymooners<br />
DellOutlet supports sales with Twitter<br />64<br />
Movistar’s ‘Social Media Agents’ advance customer support on Twitter<br />65<br />Moviestar has specific social media guid...
Brazilian politicians provide campaign support via Twitter<br />66<br />
67<br />Question & Answer sites provide opportunity for support<br />
Q&A encourages dialog too<br />68<br />
iRobot ties discussion boards into customers support<br />69<br />iRobot escalates unanswered questions into support cente...
Salesforce.com Service Cloud ties social channels back to customer data<br />70<br />
Solarwinds’ community is strategic<br />71<br />
Retailer Best Buy has 2,500 employees providing support via Twitter<br />72<br />
Real-time isn’t fast enough.<br />Integrate “social” support into your support infrastructure.<br />Scaling support to mee...
74<br />Agenda<br />Strategy<br />Learn<br />Dialog<br />Support<br />Innovate<br />Lead<br />Prepare<br />
Participate in crowdsourcing to understand how it works.<br />Create a culture of sharing and collaboration within the com...
P&G uses reviews to improve products<br />76<br />
GE asked for ideas from around the globe<br />77<br />
Starbucks involves 50 people around the organization in innovation<br />78<br />Over 100 ideas have been implemented<br />
P&G goes outside for innovation<br />79<br />P&G made outside-in innovation a priority<br />
P&G developed technology from diaper research<br />Reached out to competitor Clorox to form a new joint venture<br />Helpe...
Fiat Mio, the world’s first crowdsourced car<br />81<br />
Mio by the numbers<br />82<br />
ModCloth has customers merchandise new products<br />83<br />
FoodExtraconnects food consumers and food producers through social<br />84<br />
Innovating can come from any customer or employee interaction.<br />Dedicated innovation communities require significant c...
Strategy Process Stages<br />86<br />Strategy statement<br /><ul><li>What you will do
What you won’t do</li></ul>Scenarios development<br /><ul><li>Implementation roadblocks
Company and leadership implications
Risk identification
Build resilience</li></li></ul><li>What’s the Next Big Thing?<br />87<br />
88<br />
89<br />Identify and prioritizing disruptions that matter<br />User Experience<br /><ul><li>Is it easy for people to use?
Does it enable people to connect in new ways?</li></ul>Business Model<br /><ul><li>Does it tap new revenue streams?
Is it done at a lower cost?</li></ul>Ecosystem Value<br /><ul><li>Does it change the flow of value?
Does it shift power from one player to another?</li></li></ul><li>“How personal relationships, individual opinions, powerf...
Likenomics evaluation<br />91<br />User experience impact - moderate<br />People with high social currency will enjoy bene...
92<br />2) Social Search – Beyond Friends to Interests<br />Social sharing rises as a search ranking signal, esp in the en...
Social Search evaluation<br />93<br />User experience impact - Moderate<br />Search becomes more useful, relevant to peopl...
Social monitoring merges with Web analytics<br />HOT: Omniture, Coremetrics/IBM, Webtrends<br />Technology like Hadoop mak...
Big Data evaluation<br />95<br />User experience impact - Low<br />Most users won’t directly experience Big Data.<br />Bus...
96<br />4) Game-ification<br />
TurboTax used “games” to encourage sharing and support<br />97<br />Social design can enter training, collaboration, suppo...
Gamification evaluation<br />98<br />User experience impact – High<br />Experiences get richer, more engaging<br />Busines...
99<br />5) Curation<br />
Curation evaluation<br />100<br />User experience impact – Moderate<br />User authority established from better curation, ...
Summary of disruptions<br />101<br />
It’s about RELATIONSHIPS<br />© 2011 Altimeter Group<br />
103<br />Agenda<br />Strategy<br />Learn<br />Dialog<br />Support<br />Innovate<br />Lead<br />Prepare<br />
OUT ofCONTROL?<br />© 2011 Altimeter Group<br />
105<br />© 2011 Altimeter Group<br />
106<br />© 2011 Altimeter Group<br />
107<br />How to give up control<br />but still be in command<br />© 2011 Altimeter Group<br />
Open Leadership<br />108<br />Having the confidence and humility to give up the need to be in control,<br />while inspirin...
10 elements of openness<br />109<br />
Explaining strategic decisions<br />110<br />Open book management<br />Managing leaks<br />
111<br />Updating with every day stuff<br />
Kohl’s has conversations on Facebook<br />112<br />
Open Mic: When people contribute<br />113<br />
Crowdsourcing new Walkers flavour<br />114<br />
Open platforms make it easy to partner and share<br />115<br />Open architecture<br />Open data access<br />
116<br />Centralized<br />Democratic<br />Distributed<br />Consensus<br />Decision making models<br />
170 employees<br />100 modules with “module owners”<br />One person makes the final decision in each module<br />Social te...
16 Councils, 50 Boards make strategic decisions
Joint leadership of each group</li></li></ul><li>Determine how open you need to be with information to meet your goals<br ...
Complete the Openness Audit<br />119<br />
Traits of Open Leaders<br />120<br />Authenticity<br />Transparency<br />
Transparency as an imperative<br />121<br />
How Best Buy became open and social<br />122<br />
Best Buy’s First Social Media Experts<br />123<br />Steve Bendt & Gary Koelling<br />
The Executive Advocate<br />124<br />Barry Judge CMO of Best Buy<br />
Nächste SlideShare
Wird geladen in …5
×

Veröffentlicht am

Risk identification

Veröffentlicht in: Business, Technologie
  • Als Erste(r) kommentieren

×