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© 2010 Altimeter Group
1
© 2010 Altimeter Group
Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
Cambrian Era Exploded New Species…
© 2010 Altimeter Group
Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
Yet many went extinct...
© 2010 Altimeter Group
Image by rogiroused with Attribution as directed by Creative Commons http://www.flickr.com/photos/riot/58719042
The evolved adapted to the laws of their ecosystem
Four Laws of Social Business
Jeremiah OwyangAltimeter GroupMay 2010
5
SMASH SUMMITT
© 2010 Altimeter Group
There are more than four. Laws can be broken, but not without
consequences. Whether a buyer or seller, abide by these to
prosper.
The thing about the laws…6
© 2010 Altimeter Group
Four Laws of Social Business7
1) Don’t fondle the hammer
2) Live the 80% rule
3) Customers don’t care about your department
4) Real time is *not* fast enough
© 2010 Altimeter Group
1) Don’t Fondle the Hammer
© 2010 Altimeter Group
Image taken by 0108dk used with Attribution as directed by Creative http://www.flickr.com/photos/0108dk/4181928709/
© 2010 Altimeter Group
Run when you hear “Twitter Strategy” or “Facebook Strategy” – it’s putting the cart before the horse.
Instead, focus on how you’ll understand customers.
Then choose a business objective.
First, focus on customers9
© 2010 Altimeter Group
Socialgraphics10
Demographic
Geographic
Psychographic
Behavioral
Socialgraphic
© 2010 Altimeter Group
1. Where are your customers online?
2. What are your customers’ social behaviors online?
3. What social information or people do your customers rely on?
4. What is your customers’ social influence? Who trusts them?
5. How do your customers use social technologies in the context of your products.
Socialgraphics asks key questions11
© 2010 Altimeter Group
Social Strategy Objectives12
Learn
Dialog
Support
Innovate
© 2010 Altimeter Group
Focus on building the house – not the hammer
© 2010 Altimeter Group
2) Live the 80% rule
© 2010 Altimeter Group
© 2010 Altimeter Group
Treat social success like launching a new product.
80% of success is getting your company ready – only 20% is about the technologies.
You can’t love your customers ‘till you love yourself first.
Get your company ready15
© 2010 Altimeter Group
Crisis response plan16
© 2010 Altimeter Group
17
Social media triage
Can you add value?
Evaluate the
purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer
?
Comedian Want-to-
Be?
NegativePositive
Yes No
Do you want to
respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer know action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
© 2010 Altimeter Group
One department controls all efforts
Consistent
May not be as authentic
e.g. Ford
Centralized18
© 2010 Altimeter Group
Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun
Organic19
© 2010 Altimeter Group
One hub sets rules, best practices, procedures
Business units undertake own efforts
Spreads widely around the org
Takes time
e.g. Red Cross
Coordinated20
© 2010 Altimeter Group
Similar to Coordinated but across multiple brands and units
e.g. HP
Multiple hub and spoke or “Dandelion”
21
© 2010 Altimeter Group
Each employee is empowered
Unlike Organic, employees are organized.
e.g. Dell, Zappos
Holistic or “Honeycomb”22
© 2010 Altimeter Group
Social strategist: Responsible for the overall program, including ROI
Community manager: Customer facing role trusted by customers
Roles23
© 2010 Altimeter Group
3) Customers don’t care what department you’re in
© 2010 Altimeter Group Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
© 2010 Altimeter Group
© 2010 Altimeter Group
26
Customer don’t care what department you’re in
© 2010 Altimeter Group
Now, with social tools, every employee can talk to customers and prospects.
Yet, this could create confusion with clients. New systems will be needed to centralize
data so customers have a holistic experience.
Customers deserve a holistic approach
27
© 2010 Altimeter Group
Connects the Social Web with existing CRM Systems
Enables Brands to better manage relationships• Catch leads in real time• Allow for better account management• Anticipate customer needs
Social CRM helps companies catch up
28
© 2010 Altimeter Group
Marketing SalesService & Support
Innovation
Collaboration
CustomerExperienc
e
2. Social Marketing Insights
3. Rapid Social
Marketing Response
4. Social Campaign Tracking
1. Social Customer Insights: The 5M’s
5. Social Event
Management
6. Social Sales
Insights
7. Rapid Social Sales Response
8.Proactive Social Lead Generation
9. Social Support Insights
10. Rapid Social
Response
11. Peer-to-Peer Unpaid
Armies
12. Innovations
Insights
13.Crowdsource
d R&D
14. Collaboration Insights
15. Enterprise
Collaboration
17. Seamless Customer
Experience
18. VIP Experience
16. Extended
Collaboration
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
The 18 Use Cases of Social CRM
© 2010 Altimeter Group
© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States
Not All 18 Social CRM Use Cases are Market Ready
© 2010 Altimeter Group
4) Real time is *not* fast enough
© 2010 Altimeter Group
Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
© 2010 Altimeter Group
32
Real time is not fast enough
© 2010 Altimeter Group
Evolution of the web33
Asynchronous
• News sites• Press
releases• Blogs
Real Time
• Status updates
• Chat tools• Check-in
updates
Intention
• Scheduling• 43 Things• Plancast• Facebook
Events
© 2010 Altimeter Group
Microsoft’s MVPs empowers community
© 2010 Altimeter Group
Walmart’s 11 Moms gives consumers a voice
© 2010 Altimeter Group
The Four Laws Of Social Business36
1) Don’t fondle the hammer
2) Live the 80% rule
3) Customers don’t care about your department
4) Real time is *not* fast enough
© 2010 Altimeter Group
How To Prosper37
1) Understand customers, focus on objectives
2) This is a movement: get your company ready
3) Invest in Social CRM Systems
4) Develop an advocacy program
© 2010 Altimeter Group
38
Jeremiah [email protected]
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
© 2010 Altimeter Group
39
Altimeter Group is a Silicon Valley-based strategy
research and
consulting firm that provides companies with a
pragmatic
approach to disruptive technologies. We have four
areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
About Us