Creating A Coherent Social Media Strategy1Charlene LiAltimeter Group2011 May 30Twitter: @charleneliEmail: charlene@altimetergroup.com
2
It’s time to move past experiments3
It’s about RELATIONSHIPS© 2011 Altimeter Group
5AgendaStrategyLeadPrepare
6AgendaStrategyLeadPrepare
Strategy Process Stages7
Strategy Process Stages8Set context Determine key objectives
Level of strategy (corporate, biz unit, brand)
Identify key metrics
Assess readinessAlign social with key strategic goals9Examine your 2011 goalsPick ones where social will have an impact
Objectives differ by level10
Ask the Right Questions about Value  11“We tend to overvalue the things we can measure, and undervalue the things we cannot.”            - John Hayes, CMO of American Express© 2011 Altimeter Group
Use appropriate metrics at each level12Business metrics: revenue, CSAT, reputation.Social media analytics: Insights, share of voice,  resonance, WOM. Engagement metrics: fans, followers, clicks.
Highlight where you are strong, where you need to develop.Don’t create strategies that you can’t execute.Demonstrate impact of strategic work.Categories for readiness assessmentAssess your readiness to be social13Communication
Mindset
Roles
Stakeholders
Monitoring
Reporting
Customer Profile
Market Analysis
Processes
Organizational Model
EducationBenchmarking Social Readiness (Before)14December 2009
Benchmarking Social Readiness (After)15April 2010
Strategy Process Stages - Discovery16Collect and prioritize strategic optionsMetrics-based value assessment
Prioritize against objectivesEvaluate each initiative17
Define Your Strategy With Objectives18
How does social media matter to B2B?Chief stakeholders may not be using social media.But lieutenants will be.Social media is impacting how B2B decisions are being made.Background research
Expertise
Search results impactPeople in B2B use social media for work20Source: 2009 Business.com Business Social Media Benchmarking Study(n=2,393)
21AgendaStrategyLearnDialogSupportInnovateLeadPrepare
Track brand mentions with basic tools22What would happen if every employee could learn from customers?
Integrate monitoring with workflow23Other providersAlterianBrandsEyeBuzzmetrics CymfonySysmosVisible Tech. From Radian 6, to be acquired by Salesforce.com
Be sure to track the actual conversations, not just the tweets24@JaimieH is a top diabetics advisor who was talking with an insulin pump maker
How KLM listened and surprised flyers25
Go beyond basic monitoring to analytics26Make course corrections nearly real-time.Use predictive analytics to anticipate demand.
Shoppers want to be “known”27I walk into the storeStore knows it’s meGive me offersAnd plans my visit
Community insight platforms28Communispace and Passenger offer online focus groups solutions.Private communities give better control Get input from specific communitiesCan target specific hard-to-reach communitiesBut they are hard to create – and maintainWho needs to be included? Excluded?Provide non-monetary incentives/rewards for participating in the communityDeserves and requires dedicated community managerIntegrate into your company’s support and innovation processPros and cons of private communities29
30Learn also from your employees
Go beyond traditional data to understand your customers31DemographicGeographicPsychographicBehavioralSocialgraphic
Where are your customers online?What social information or people do your customers rely on?What is your customers’ social influence? Who trusts them?What are your customers’ social behaviors online?How do your customers use social technologies in the context of your products.Socialgraphics asks key questions32
Engagement Pyramid33
Engagement Pyramid - Watching34Watch videosRead blog postsListen to podcastsRead tweetsRead discussion forum posts
Engagement Pyramid - Sharing35Share a linkShare photosShare videosWrite a status updateRetweet
Engagement Pyramid - Commenting36Comment on a blogWrite a reviewRate a productParticipate in a discussion forum@Reply on Twitter
Engagement Pyramid - Producing37Write a blogCreate videos or podcastsTweet for an audience
Engagement Pyramid - Curating38Moderate a wiki or discussion forumCurate a Facebook fan page
Engagement Pyramid Data39Source: Global Wave Index Wave 2, Trendstream.net, January 2010
Conduct research to identify the social behaviors of your target customerAlso identify:Where are they online: Surveys or brand monitoringWho do they trust: SurveysWho do they influence: Survey or brand monitoringHow they use these tools in context of your products: Most often surveys.When you first understand your customers, your marketing efforts will naturally unfold.Putting socialgraphics to work40
Listen and learn from your customers. Start with basic monitoring tools, but quickly evolve them.Invest in analytics that matter. Use metrics that are relevant to your business.Understand the socialgraphics of your customers. Summary - Learn41
42AgendaStrategyLearnDialogSupportInnovateLeadPrepare
Conversations, not messagesHuman, not corporateContinuous, not episodicThe New Normal43
Blogs establish thought leadership44CEO Richard Edelman has been blogging consistently since September 2004.
SonyEurope rewards Twitter followers with discount that drives significant sales45SonyEuropes 10% off VAIO laptops deal to celebrate their 1,000 Twitter follower lead to over €1m worth of product ordered.
VW inserted a tweet analyzing tool into their banner ad to suggest a specific model46
Spain Tourism used multiple channels to encourage dialog/sharing47
Kohl’s engages directly with customers48
B2B can also use Facebook49Develop relationships with job candidates, prospects, and current employees
Insert your content into newsfeed of fans
B2B is really people to peopleEncourage commenting to get into the Facebook news feed50
Premier Farnell supports engineers with community, and employees with “OurTube”51
Give out Flip cameras/smartphonesSet up an internal “OurTube”Transcribe conversations into emails and postsAsk people for best practices, reactions, advice, opinion in areas of passion. Recognize key contributors.Getting people to share within your company52
Tivo joined an existing community53
54Advocacy – A five-phase approach
Tesco engages influencer blogs55Blog post series highlights & drives traffic to blogs by Influencers. Twitter feed encouages engagement too.
Have an authentic conversation with your customers that they want to have.Engage across and through social communitiesEngage off of your Web site.Recruit an army of customer advocates.Respond to your prospects and customers in real time.Summary - Dialog56
It’s about RELATIONSHIPS© 2011 Altimeter Group
Support and Innovate With Your Customers58Charlene LiAltimeter Group2011 May 30Twitter: @charleneliEmail: charlene@altimetergroup.com
It’s about RELATIONSHIPS© 2011 Altimeter Group
60AgendaStrategyLearnDialogSupportInnovateLeadPrepare
Vodafone UK uses Twitter to proactively communicate with customers61Vodafone UK humanizes their Twitter account by including pictures of their support team and identifying different respondents by an “^” and the team member’s initials.
Ritz-Carlton managers monitor Twitter for real-time service62Property manager helped unhappy honeymooners
Support during a crisis63Used #euva and #ashtag to track conversationsSource: simplifying.com
DellOutlet supports sales with Twitter64
Question & Answer sites provide opportunity for support
Q&A encourages dialog too66
iRobot ties discussion boards into customers support67iRobot escalates unanswered questions into support centers
Salesforce.com Service Cloud ties social channels back to customer data68
Solarwinds’ community is strategic69
Retailer Best Buy has 2,500 employees providing support via Twitter70
Real-time isn’t fast enough.Integrate “social” support into your support infrastructure.Scaling support to meet the groundswell will require that you create your own groundswell.Summary - Support71
72AgendaStrategyLearnDialogSupportInnovateLeadPrepare
P&G uses reviews to improve products73
Danish bank ask for help to improve mobile banking on Facebook74
Finnish post created an idea exchange75
Fiat invites ideas for a new car76
Archer collects product development ideas in a private community77
Starbucks involves 50 people around the organization in innovation78Over 100 ideas have been implemented
Dell taps employee ideas too79
P&G goes outside for innovation80P&G made outside-in innovation a priority
P&G developed technology from diaper researchReached out to competitor Clorox to form a new joint ventureHelped Glad become Clorox’s second largest brandSuccess story: Glad Press’n Seal81
ModCloth has customers merchandise new products82
Innovating can come from any customer or employee interaction.Dedicated innovation communities require significant commitment and nurturing. Extend your firewall to bring  customers into your organization. Summary - Innovating83
Strategy Process Stages84Strategy statementWhat you will do
What you won’t doScenarios developmentImplementation roadblocks
Company and leadership implications
Risk identification
Build resilienceWhat’s the Next Big Thing?85
86
87Identify and prioritizing disruptions that matterUser ExperienceIs it easy for people to use?
Does it enable people to connect in new ways?Business ModelDoes it tap new revenue streams?
Is it done at a lower cost?Ecosystem ValueDoes it change the flow of value?
Does it shift power from one player to another?“How personal relationships, individual opinions, powerful storytelling and social capital are helping brands…become more believable.”1) Likenomics (credit to Rohit Bhargava)88Understand the supply, demand, and thus, value of Likes as social currencySee http://bit.ly/rohit-likenomics for Rohit’s take
Likenomics evaluation89User experience impact - moderatePeople with high social currency will enjoy benefits, richer experiences, receive psychic income.People with low social currency will find ways to get it.Business model impact – moderateNew economics create opportunity for people who understand Likenomics to leverage gas.The cost of accessing social currency will increase, and raise barriers to entry.Ecosystem value impact – none
902) Social Search – Beyond Friends to InterestsSocial sharing rises as a search ranking signal, esp in the enterpriseCreate a social content hub to gain tractionUse microformats to highlight granularity (e.g. hProduct & hReview)
Social Search evaluation91User experience impact - ModerateSearch becomes more useful, relevant to people.Business model impact – ModerateSEO takes on a different dimension, rewards companies with social currency, personalized experiences.Ecosystem value impact – ModerateNew power brokers are social data/profile players who capture activity data and profiles.Google has little of either.
Social monitoring merges with Web analyticsHOT: Omniture, Coremetrics/IBM, WebtrendsTechnology like Hadoop makes it easy for companies to tap “Big Data”E.g. New York Times making its archives publicTwitter archived by Library of CongressFacebook Cassandra, Amazon Dynamo, Google BigTableData visualization tools make it easy to digestBalancing privacy and personalization3) Big Data92
Big Data evaluation93User experience impact - LowMost users won’t directly experience Big Data.Business model impact – HighNew businesses and initiatives can be started at very low cost.Ecosystem value impact – ModerateOwners of Big Data repositories can assert control, demand payments for access.
944) Game-ification
TurboTax used “games” to encourage sharing and support95Social design can enter training, collaboration, support, hiring
Gamification evaluation96User experience impact – HighExperiences get richer, more engagingBusiness model impact – ModerateWork gets done faster, cheaper.New organizational structures and cultures emerge.Ecosystem value impact – LowService providers will remain focused, boutique firms.
975) Curation
Curation evaluation98User experience impact – ModerateUser authority established from better curation, better content is organized well.Business model impact – ModerateEasier for businesses to create their content.Ecosystem value impact – ModerateIndividuals challenge media and brands as authorities – and publishers that siphon off ad dollars.
Summary of disruptions99
It’s about RELATIONSHIPS© 2011 Altimeter Group
Managing Disruption101Charlene LiAltimeter Group2011 May 30Twitter: @charleneliEmail: charlene@altimetergroup.com
Strategy Process Stages102Strategy statementWhat you will do
What you won’t doScenarios developmentImplementation roadblocks
Company and leadership implications
Risk identification
Build resilienceData on organizations and budgets103Survey of 140 social strategists from companies with at least 1,000 employeesAvailable for download http://altimetergroup.com/media_roomTo get slides, email slides@altimetergroup.com
Programs are nascent, lacking long-term direction
Stem from Marketing or Corporate Communications
Limited budgets
Understaffed to serve enterprise
Five Ways Companies Organize108
What they intend to focus on in 2011109
2. Proving real ROI difficult beyond engagement metrics
What’s the Next Big Thing?111
112
113Identify and prioritizing disruptions that matterUser ExperienceIs it easy for people to use?
Does it enable people to connect in new ways?Business ModelDoes it tap new revenue streams?
Is it done at a lower cost?Ecosystem ValueDoes it change the flow of value?
Does it shift power from one player to another?“How personal relationships, individual opinions, powerful storytelling and social capital are helping brands…become more believable.”1) Likenomics (credit to Rohit Bhargava)114Understand the supply, demand, and thus, value of Likes as social currencySee http://bit.ly/rohit-likenomics for Rohit’s take
Likenomics evaluation115User experience impact - moderatePeople with high social currency will enjoy benefits, richer experiences, receive psychic income.People with low social currency will find ways to get it.Business model impact – moderateNew economics create opportunity for people who understand Likenomics to leverage gas.The cost of accessing social currency will increase, and raise barriers to entry.Ecosystem value impact – none
1162) Social Search – Beyond Friends to InterestsSocial sharing rises as a search ranking signal, esp in the enterpriseCreate a social content hub to gain tractionUse microformats to highlight granularity (e.g. hProduct & hReview)
Social Search evaluation117User experience impact - ModerateSearch becomes more useful, relevant to people.Business model impact – ModerateSEO takes on a different dimension, rewards companies with social currency, personalized experiences.Ecosystem value impact – ModerateNew power brokers are social data/profile players who capture activity data and profiles.Google has little of either.
Social monitoring merges with Web analyticsHOT: Omniture, Coremetrics/IBM, WebtrendsTechnology like Hadoop makes it easy for companies to tap “Big Data”E.g. New York Times making its archives publicTwitter archived by Library of CongressFacebook Cassandra, Amazon Dynamo, Google BigTableData visualization tools make it easy to digestBalancing privacy and personalization3) Big Data118
Big Data evaluation119User experience impact - LowMost users won’t directly experience Big Data.Business model impact – HighNew businesses and initiatives can be started at very low cost.Ecosystem value impact – ModerateOwners of Big Data repositories can assert control, demand payments for access.
1204) Game-ification
TurboTax used “games” to encourage sharing and support121Social design can enter training, collaboration, support, hiring
Gamification evaluation122User experience impact – HighExperiences get richer, more engagingBusiness model impact – ModerateWork gets done faster, cheaper.New organizational structures and cultures emerge.Ecosystem value impact – LowService providers will remain focused, boutique firms.
1235) Curation
Curation evaluation124User experience impact – ModerateUser authority established from better curation, better content is organized well.Business model impact – ModerateEasier for businesses to create their content.Ecosystem value impact – ModerateIndividuals challenge media and brands as authorities – and publishers that siphon off ad dollars.
Summary of disruptions125
It’s about RELATIONSHIPS© 2011 Altimeter Group
Leading The Open Organization127Charlene LiAltimeter Group2011 April 12Twitter: @charleneliEmail: charlene@altimetergroup.com
It’s about RELATIONSHIPS© 2011 Altimeter Group
129AgendaStrategyLearnDialogSupportInnovateLeadPrepare
OUT ofCONTROL?© 2011 Altimeter Group
131© 2011 Altimeter Group
132© 2011 Altimeter Group
133How to give up controlbut still be in command© 2011 Altimeter Group
Open Leadership134Having the confidence and humility to give up the need to be in control,while inspiring commitment from people to accomplish goals
10 elements of openness135
Explaining strategic decisions136Open book managementManaging leaks
137Updating with every day stuff
Kohl’s has conversations on Facebook138
Open Mic: When people contribute139
Crowdsourcing new Walkers flavour140
Open platforms make it easy to partner and share141Open data accessOpen architecture
142CentralizedDemocraticDistributedConsensusDecision making models
170 employees100 modules with “module owners”One person makes the final decision in each moduleSocial technologies make distributed decision making possible143Manage complex tasksOrganizing for speed65,000 employees
16 Councils, 50 Boards make strategic decisions
Joint leadership of each groupDetermine how open you need to be with information to meet your goals144Openness audit available at http://bit.ly/opennessaudit
Complete the Openness Audit145
Traits of Open Leaders146AuthenticityTransparency

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Social Media Strategy, HSM Italia

Editor's Notes

  • #18: MUST INCLUDE
  • #23: n_sala: @ Piposala updating the software. court shall have to go to English and you doAutomatically translated from Spanish

12 minutes ago via web · Reply · View Tweet ·  Show Conversation
 
joejcurry: Dear @ ConAgraFoods : I Was That elated to see Peter Pan peanut butter is for sale in Madrid's El Corte Ingles. :)Automatically translated from Spanish

about 1 hour ago via web · Reply · View Tweet
 
adelantando: Spent the evening shopping at El Corte Ingles. I couldn't have been happier.Already in English

about 1 hour ago via TweetCaster from Madrid, Madrid · Reply · View Tweet
 


Averny: @ Xansi good case and makes you not personally read the English cutsuits meAutomatically translated from Spanish

about 2 hours ago via Echofon · Reply · View Tweet ·  Show Conversation
 
acha_szemzo: Well, today was a day duuuuro, I ate a 1 in English .. I cut my hair, train in San Carlos, r ECINE arrived .. that straw, now # UniqueAutomatically translated from Spanish

about 3 hours ago via web · Reply · View Tweet
 
Karoliineeea: Today is already on sale in Spain new CD-The Remixes Justin Bieber! Not reach 10 €! In the English court but brings x 10 1 T €Automatically translated from Spanish

  • #26: http://surprise.klm.com/
  • #33: We don’t own all of this data. We want to work with others. Including brand monitoring. You have to be holistic in your customer understanding
  • #46: http://www.slideshare.net/socialmediainfluence/ruth-speakman-from-sony-electronics-europe-at-social-media-influence-conference (slide 9 for Twitter as retail channel)http://twitter.com/#!/sonyeuropehttp://www.gadgetlite.com/2009/10/23/10-sony-vaio-laptops-weve-e-voucher/To celebrate their 1,000th follower on Twitter, SonyEurope promoted a special 10% discount offer if they followed them and customized a laptop on their website. This offer was given as an exclusive to three online publications and teaser tweets were sent to promote it as well. The end result was over 1million Euros worth of product orders.
  • #47: http://www.bannerblog.com.au/2009/06/vw_twitter.phpVW set up a banner ad whereyouenteredyourTwitter handle, itanalyzed the keywordsyouused in yourtweets and thensuggested a specific model VW based on thatanalysis.
  • #48: http://www.typicallyspanish.com/news/publish/article_25232.shtmlTurespaña ( The Spanish Institute of Tourism) has launched an innovative online campaign on social networks, such as Facebook, Twitter and Youtube relating to the subject, “Spain, a country to share”. The project aims to completely change the way of communicating and promoting Spanish destinations, going beyond the classic idea of Spain as a destination for “sun and beach”.http://www.facebook.com/spainhttp://www.formspring.me/ilovespainhttp://www.youtube.com/spain
  • #50: http://www.facebook.com/ernstandyoungcareers?sk=wall&filter=120110330#charlene#facebook#b2b#dialog#hr#recruitment
  • #51: http://www.facebook.com/interrailnet?sk=wall&filter=2
  • #56: http://wearesocial.net/tesco/http://blog.clothingattesco.com/category/clothing-at-tesco-loves/
  • #62: http://www.businessweek.com/globalbiz/content/jun2009/gb20090619_984913.htmhttp://twitter.com/#!/vodafoneukAlmost ALL of Vodafone UK’s 47,000+ tweets are public @replies to customer inquiries. The only tweets that aren’t are to let customers now when their team is signing off for the night and signing back on in the morning. Although the article I read that mentioned them said they also used it for marketing purposes, I didn’t see any marketing messages recently.
  • #64: http://simpliflying.com/2010/live-how-airlines-and-eurocontrol-are-conquering-icelandinc-volcanic-ash-through-social-media-ashtag/
  • #66: http://www.linkedin.com/answers?trk=hb_tab_aynhttp://www.facebook.com/?sk=questions&ap=1http://www.quora.com/Which-are-the-best-social-media-blogs-in-Spain?q=spain+social+media
  • #68: http://searchcrm.techtarget.com/news/1350030/Should-marketing-or-customer-service-manage-your-social-networking-efforts
  • #75: http://www.facebook.com/danskebank?v=app_177360692283592http://www.visible-banking.com/2011/02/idebank-danske-bank-leverages-facebook-to-improve-its-mobile-banking-application.htmlMarch 16, 2011#financial#europe#sweden#facebook#innovate
  • #76: http://ideaposti.posti.fi/#uusimmat_tab
  • #77: http://www.fiatmio.cc/en/20110330#charlene#innovating#crowdsource
  • #79: Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  • #165: Define how open well.