GSMI Social Media Strategies Summit Closing Keynote

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Putting It Into Practice: Proven Approaches To Social

GSMI Social Media Strategies SummitFebruary 9, 2012

Chris SilvaIndustry Analyst

© 2011 Altimeter Group

1. Getting Ready Internally

2. Developing Social Marketing Strategy by Objectives

3. Key Take-Aways

Agenda2




3. Key Take-Aways

Agenda3

© 2011 Altimeter Group© 2011 Altimeter Group

Getting Ready Internally


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Grounded to Social Media Help Sanitation

Achieve Escape Velocity with Scalable

Programs

Path 1: Path 2:


Path 1: Grounded to Social Media Sanitation

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41% of programs are reactive to requests


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Most programs have existed less than 3 years (as of Oct. 2010)


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Strategists work with limited budgets – averaging just $833,000 for all corporations


The Situation

Customers become accustomed to “yelling in public”

Business units adopt “social media fever” and deploy on their own

Resources are limited, we can only do so much

Relegated to the “Social Media Sanitation”11


The Situation

Customers become accustomed to “yelling in public”

Business units adopt “social media fever” and deploy on their own

Resources are limited, we can only do so much

The Problem

With limited resources, companies can’t scale 1:1

dialog Efforts are uncoordinated

and fragmented –but you will have to clean up

Demands will compound, regardless of existing

resources

Symptoms of “Social Media Sanitation”12


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Companies Headed to Social Media Sanitation Will Not Scale


Path 2: Achieve Escape Velocity

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Formalize a Hub and Spoke model quickly

Decentralized

Centralized Hub and Spoke

Multiple Hub and Spoke or “Dandelion”

Holistic or “Honeycomb

”


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DECENTRALIZED

- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun


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- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford

CENTRALIZED



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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


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MULTIPLE HUB AND SPOKE OR “DANDELION”

- Similar to Hub and Spoke but across multiple brands and units

- e.g. HP


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HOLISTIC OR “HONEYCOMB”

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Dell, Zappos, Intel, Best Buy


Most companies organize into Hub and Spoke21

10.8%Decentralized

28.8%Centralized

18%Multiple Hub and Spoke

41%Hub and Spoke

1.4%Holistic

How Corporations Organize for Social Business in 2010

Source: “The Career Path of the Corporate Social Strategist,” Altimeter Group, December 2010


A partial list of requirements:

1. Formalize a Hub and Spoke model

2. Become an enabler of business units

3. Empower a corporate social strategist

4. Benchmark efforts over time

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Get ready internally for social business


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Become an enabler for business units

Charter of a “Center of Excellence”


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How the CoE and spokes work together:

Set guidelines, policies and processes, and hold spokes accountable

Provide and facilitate learning, education, and research in real time, reducing risk

Own tools, and distribute best practices

Report and coordinate with dotted line spokes, e.g. Executives, HR/Associates, and Legal

CoE

Manage social media efforts on their own, within established guidelines

Report and coordinate with CoE on strategy, deployment, and measurements

Share best practices with CoE and other spokes

Spokes


Ebay’s CoE (Global Hub) coordinates across functions, properties, and geographies

Source: http://www.slideshare.net/influencepeoples/ali-croft-monitoring-social-media-ebay

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With executive support, Adobe adopted a Hub and Spoke model with a CoE at the Hub

Source: Maria Poveromo, “One Company’s Journey in Social Media”

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The mission of Adobe’s CoE: “Enable more coordinated and strategic social media initiatives across the company.”




3. Key Take-Aways

Agenda27


Social Business Strategy

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Define your strategy – start with these objectives

Learn

Dialog

Advocate


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Using social technologies to listen and

learn from customers who are already

speaking.

Definition of Learning


Learn with free monitoring tools31

Google Blog Search

Twitter Search


Dell’s Social Media Listening Command Center listens and “internalizes” Dell-related conversations

Dell tracks 22K plus conversations across

the web to “‘internalize’ that feedback.”


Disclosure: An Altimeter Group client

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Listen and measure conversation sentiment


Start with the free and inexpensive tools.

Use terms related to your products, executives, competitors, and the market-at-large.

In addition, focus on customer pain points.

Quickly advance by using brand monitoring software and services.

Learning Best Practices34


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Learn

Dialog

Advocate


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Using social technologies to respond to or

initiate conversations in social channels

Definition of Dialog


TSA engages public with blog37

Since January 2008, the TSA Blog has received more than

41,000 comments. In November 2010, the blog was viewed nearly

1M times. “Blogger Bob” publishes posts and moderates comments on a weekly basis.


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Randy at Boeing gives a “face to the company” – connecting via a conversational blog

Boeing launched this blog as “an experiment” in 2005.

Randy Tinseth, VP of Marketing, posts about the

company and its planes, in a conversational and personal

manner.


Dialog KPIs

Conversation Reach

AudienceEngageme

nt

Share of Voice


Have the right mindset: Once you start, the market will expect you to maintain the conversation.

First listen to the conversation then add value to existing discussions.

Rely on ongoing findings from brand monitoring to define the “conversation calendar.”

Dialog best practices40


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Learn

Dialog

Advocate


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Recruiting an “unpaid army” to promote

your brand through social technologies

Definition of Advocate


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US Army feature soldier voices for recruitment

“The U.S. Army's ‘Telling the Soldier Story’

YouTube Channel hosts video and newscasts

posted by Army Soldiers serving their country all

over the world.”


Nationwide service effort encourages sharing of service stories

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Started as a government-sponsored service campaign leading up to Sept.

11, 2009, Serve.gov encourages visitors to search volunteer

opportunities, share their story and advocate volunteerism within their

personal social networks.


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Advocacy KPIs

Advocacy Impact

Advocate Influence

Active Advocate

s


Start with simple sharing features or campaigns

Then, cultivate ongoing relationships with enthusiastic influencers, not just short-term campaigns.

Put advocates front and center – and invite them into the company.

Beyond prospects and customers, leverage internal evangelists as employee advocates

Advocacy best practices46




3. Key Take-Aways

Agenda47


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Key Take-Aways



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Adapt your mindset. Social technologies requires a cultural shift – opening up a two-way dialog with customers. Be prepared for public conversations – the power has shifted to consumers.

Harness the crowd. 1:1 social media does not scale. Get the crowd to do the work with you.

Think beyond marketing. Leverage customer conversations across the customer lifecycle. And, nurture social business across the organization.

Develop strategy around business goals. Remember to approach this space with business objectives first –tools and technologies second.

Key Take-Aways


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THANK YOU

Chris Silva

Industry Analyst,

[email protected]

makemobilework.com

Twitter: @802dotchrisWith assistance and input from my colleague Jeremiah Owyang

http://www.makemobilework.com/

http://www.makemobilework.com/

https://twitter.com/%23!/802dotchris


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