1   Climb the Social Business   Hierarchy of NeedsLeWeb Keynote, 2011December 8, 2011Jeremiah OwyangIndustry Analyst and P...
Image by pilotsofswiss used with Attribution as directed by Creative Commons http://www.flickr.com/photos/pilotsofswiss/51...
Image by compacflt used with Attribution as directed by Creative Commons http://www.flickr.com/photos/compacflt/5310939930...
4© 2011 Altimeter Group
5       Open Research: Social Business Readiness        “How Advanced         Companies Prepare         Internally”      ...
Programs are nascent, lacking long-term       direction                                                 Data from Q4, 2010...
7       Companies are averaging an overwhelming       number of corporate owned accounts       “Approximately how many off...
Integrating Social on Websites lack       Strategy© 2011 Altimeter Group
9       Social Media Crises are on the Rise© 2011 Altimeter Group
10       Companies falling into Social Sanitation       Creative Commons Licensed http://www.flickr.com/photos/moran/16040...
11                         Focus: climb the               Social Business Hierarchy of                          Needs© 201...
12       Maslow paved the way© 2011 Altimeter Group
13       Climb the Social Business Hierarchy of Needs                                                                     ...
14       Climb the Social Business Hierarchy of Needs                                                                     ...
15       Education is Required: at a Minimum to Distribute Policies       and Ensure Consistency       Would you agree tha...
16       Dell created a Social Media and Community       (SMaC) Program to Train Internal Stakeholders     Dell hosts inte...
17       Define expectations for associates with an       internal Social Media Policy           Examples of Social Media ...
18       Climb the Social Business Hierarchy of Needs                                                                     ...
DECENTRALIZED                         -   Organic growth                         -   Authentic                         -  ...
CENTRALIZED                         -   One department controls all efforts                         -   Consistent        ...
HUB AND SPOKE                         -   One hub sets rules and procedures                         -   Business units und...
MULTIPLE HUB AND SPOKE                                        OR “DANDELION”                         - Similar to Hub and ...
HOLISTIC OR “HONEYCOMB”                         - Each employee is empowered                         - Unlike Organic, emp...
The Composition of a Social Media Team                         Average Size of a Corporate Social Media Team: 11          ...
25       H&R Block models response and engagement                         Source: David Armano, Edelman (http://www.flickr...
26       FireBell simulates social media crises in a safe       environment           Weber Shandwick offers            Fi...
27       Climb the Social Business Hierarchy of Needs                                                                     ...
28       Companies are averaging an overwhelming       number of corporate owned accounts       “Approximately how many of...
29       Four Seasons Hotels have hundreds of individual       Facebook and Twitter accounts – global and local© 2011 Alti...
30       Panasonic lists official accounts worldwide – each of       six region has many accounts, plus global accounts© 2...
31       On average, 1 out of 330 employees publishes       on social media for business.        2,500 employee have abou...
32       Climb the Social Business Hierarchy of Needs                                                                     ...
33       Only the Most Advanced Companies are Conducting Social       Business Holistically, Beyond Individual Silos      ...
34       Cisco empowers employees with self-serve hub                         Source: Petra Neiger, “Cisco’s Social Media ...
35       Salesforce rewards Chatteratti© 2011 Altimeter Group
36       Climb the Social Business Hierarchy of Needs                                                                     ...
37                SoLoMoFuels the Predictive                       Business© 2011 Altimeter Group
38       Only the Most Advanced Companies Are Integrating Social       Data into Customer Databases       Do you have a pr...
39                              HOLISTIC OR “HONEYCOMB”                         - Each employee is empowered              ...
40       Starbucks learns about loyal customers in-store© 2011 Altimeter Group
41       P&G is Making Outside-In Innovation       Increasingly Public and Social                         “We are interest...
42       Modeled After it’s IdeaStorm, Dell Created       EmployeeStormfor Employee Innovation                            ...
43       Pragmatic Next Steps       1. Foundation: First, develop a business plan and          put governance in place.   ...
44   Slides at: Web-Strategist.com                                   Research Team                                   Jerem...
45       Climb the Social Business Hierarchy of Needs                                                                     ...
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Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011

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Climb the Social Business Hierarchy of Needs

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Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011

  1. 1 Climb the Social Business Hierarchy of NeedsLeWeb Keynote, 2011December 8, 2011Jeremiah OwyangIndustry Analyst and Partner
  2. Image by pilotsofswiss used with Attribution as directed by Creative Commons http://www.flickr.com/photos/pilotsofswiss/5198554176 2© 2011 Altimeter Group
  3. Image by compacflt used with Attribution as directed by Creative Commons http://www.flickr.com/photos/compacflt/5310939930 3© 2011 Altimeter Group
  4. 4© 2011 Altimeter Group
  5. 5 Open Research: Social Business Readiness  “How Advanced Companies Prepare Internally”  Based on: • 63 interviews and briefings with corporate practitioners and technology providers • 144 survey respondents at companies with more than 1000 employees • Analysis of 50 Social Media case studies around crises© 2011 Altimeter Group
  6. Programs are nascent, lacking long-term direction Data from Q4, 2010© 2011 Altimeter Group
  7. 7 Companies are averaging an overwhelming number of corporate owned accounts “Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)” Platform Average # accounts Twitter 39.2 Blog 31.9 Facebook 29.9 LinkedIn 28.8 Forum/Message Board/Communities 23.4 YouTube 9.4 Foursquare 6.3 All others 5.3 Flickr 3.8 Gowalla 0.3 Sum 178 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2011 Altimeter Group
  8. Integrating Social on Websites lack Strategy© 2011 Altimeter Group
  9. 9 Social Media Crises are on the Rise© 2011 Altimeter Group
  10. 10 Companies falling into Social Sanitation Creative Commons Licensed http://www.flickr.com/photos/moran/1604096255/© 2011 Altimeter Group
  11. 11 Focus: climb the Social Business Hierarchy of Needs© 2011 Altimeter Group
  12. 12 Maslow paved the way© 2011 Altimeter Group
  13. 13 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
  14. 14 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
  15. 15 Education is Required: at a Minimum to Distribute Policies and Ensure Consistency Would you agree that your company’s employees know how to represent the company in social media (what is allowed, not allowed)? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 144 respondents, all over 1000 employees© 2011 Altimeter Group
  16. 16 Dell created a Social Media and Community (SMaC) Program to Train Internal Stakeholders Dell hosts internal “unconferences” and created a social media university. In 9 weeks, it trained 1500 employees face to face on topics like governance, policy, and best practices.© 2011 Altimeter Group
  17. 17 Define expectations for associates with an internal Social Media Policy Examples of Social Media Guidelines created by Intel and Cisco’s Centers of Excellence© 2011 Altimeter Group
  18. 18 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
  19. DECENTRALIZED - Organic growth - Authentic - Experimental - Not coordinated - e.g. Sun© 2011 Altimeter Group
  20. CENTRALIZED - One department controls all efforts - Consistent - May not be as authentic - e.g. Ford© 2011 Altimeter Group
  21. HUB AND SPOKE - One hub sets rules and procedures - Business units undertake own efforts - Spreads widely around the org - Takes time - e.g. Red Cross© 2011 Altimeter Group
  22. MULTIPLE HUB AND SPOKE OR “DANDELION” - Similar to Hub and Spoke but across multiple brands and units - e.g. HP© 2011 Altimeter Group
  23. HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Dell, Zappos, Intel, Best Buy© 2011 Altimeter Group
  24. The Composition of a Social Media Team Average Size of a Corporate Social Media Team: 11 Base: 144 global corporate social media program managers at companies with over 1000 employees Source: “Social Business Readiness: How Advanced Companies Prepare Internally” (August 31, 2011)© 2011 Altimeter Group
  25. 25 H&R Block models response and engagement Source: David Armano, Edelman (http://www.flickr.com/photos/7855449@N02/5042953763)© 2011 Altimeter Group
  26. 26 FireBell simulates social media crises in a safe environment Weber Shandwick offers FireBell a private crises simulation tool enabling brands to practice in real time in safe environment.© 2011 Altimeter Group
  27. 27 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011 Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
  28. 28 Companies are averaging an overwhelming number of corporate owned accounts “Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)” Platform Average # accounts Twitter 39.2 Blog 31.9 Facebook 29.9 LinkedIn 28.8 Forum/Message Board/Communities 23.4 YouTube 9.4 Foursquare 6.3 All others 5.3 Flickr 3.8 Gowalla 0.3 Sum 178 Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2011 Altimeter Group
  29. 29 Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local© 2011 Altimeter Group
  30. 30 Panasonic lists official accounts worldwide – each of six region has many accounts, plus global accounts© 2011 Altimeter Group
  31. 31 On average, 1 out of 330 employees publishes on social media for business.  2,500 employee have about 13 employees publishing  7,500 employees have about 22 employees publishing  30k employees have about 83 employees publishing  75,000 employees have about 182 employees publishing  100k plus average have about 280 employees publishing Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 140 respondents, all over 1000 employees© 2011 Altimeter Group
  32. 32 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011 Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
  33. 33 Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual Silos Would you agree that your social media strategy is embedded across corporate functions (e.g. Marketing, Sales, Support, Product, etc.)? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 143 respondents, all over 1000 employees© 2011 Altimeter Group
  34. 34 Cisco empowers employees with self-serve hub Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010© 2011 Altimeter Group
  35. 35 Salesforce rewards Chatteratti© 2011 Altimeter Group
  36. 36 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, August 31, 2011 Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group
  37. 37 SoLoMoFuels the Predictive Business© 2011 Altimeter Group
  38. 38 Only the Most Advanced Companies Are Integrating Social Data into Customer Databases Do you have a process to record and integrate data from social interactions with customers into existing customer databases? Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011) 143 respondents, all over 1000 employees© 2011 Altimeter Group
  39. 39 HOLISTIC OR “HONEYCOMB” - Each employee is empowered - Unlike Organic, employees are organized - e.g. Twelpforce, Zappos© 2011 Altimeter Group
  40. 40 Starbucks learns about loyal customers in-store© 2011 Altimeter Group
  41. 41 P&G is Making Outside-In Innovation Increasingly Public and Social “We are interested in collaborating with innovators in areas such as packaging, design, distribution, business models, marketing models, consumer research methods, trademark licensing, technology, and new products or services” – Bruce Brown, CTO, P&G© 2011 Altimeter Group
  42. 42 Modeled After it’s IdeaStorm, Dell Created EmployeeStormfor Employee Innovation Employee Storm has received over 4,100 ideas with 225,000 votes and 18,500 comments© 2011 Altimeter Group
  43. 43 Pragmatic Next Steps 1. Foundation: First, develop a business plan and put governance in place. 2. Safety: Then, get organized by anointing a team and process to deal with crises. 3. Formation: Next, connect business units to increase coordination and reduce duplication. 4. Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals. 5. Enlightenment: Finally, weave real-time market responsefueling the predictive business.© 2011 Altimeter Group
  44. 44 Slides at: Web-Strategist.com Research Team Jeremiah Owyang Christine Tran Andrew Jones© 2011 Altimeter Group
  45. 45 Climb the Social Business Hierarchy of Needs Holistic, Real-time Enlightenment Predictive Empowerment, Cross-Learning, Enablement Measurement Asset Inventory, Best Practice Sharing, Formation Center of Excellence Dedicated Team, Workflow, Crises Preparedness Safety Objectives, Policies, Education, Access Foundation “Social Business Readiness: How Advanced Companies Prepare Internally,” Altimeter Group, (August 31, 2011) Available at for download at: http://www.altimetergroup.com/research/reports© 2011 Altimeter Group

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