Social Media Trends for 2010
Jeremiah OwyangAltimeter GroupJan 21, 2010
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For SVAMA
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Things are getting tougher. Companies
must move faster to keep up with the fleeting
customer, by developing procesess and systems
that will provide customers with a holistic
experience there are four trends to watch for:
Challenges ahead
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Four Themes for 20103
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1) Don’t Fondle the Hammer
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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 customers5
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Socialgraphics6
Demographic
Geographic
Psychographic
Behavioral
Socialgraphic
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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 questions7
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The Engagement Pyramid8
Curating
Producing
Commenting
Sharing
Watching
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Social Strategy Objectives9
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Focus on Building the House –Not the Hammer
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2) Live the 80% rule
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Treat social success like launching a new product
80% of success is getting your company ready --only 20% is about the technologies.
Get your company ready12
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Organizational model13
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Processes brand triage14
Ailment Symptom Influence Diagnosis Triage Resolution
Customer Complaining
Identifies self as customer with ailment
Can influence their immediate circle
Quickly respond, and ask “May we help?” or “I’m listening
Respond on clients’ behalf, or quickly inform them
Keep a log
Blogger Likely not a customer –but feel self-entitled
Their readers –and greater community
First, identify their history, what’s their MO?
Find the right level within a company to respond
Pull closer for briefings
Troll Anonymous, name calling
Immediate circle –and other detractors
Ignore or remove
Perhaps “cone of silence”
Monitor
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Social strategist: Responsible for the overall program, including ROI
Community manager: Customer facing role trusted by customers
Roles15
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3) Customers don’t care what
department you’re in
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Customer Don’t Care What Department You’re In
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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.
Expect to see growth in Social CRM this coming year.
Customers deserve a holistic approach
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4) Real time is *not* fast enough
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Real Time Is Not Fast Enough
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These new tools are allowing content to spread around the globe in seconds, yet with these opportunities brings significant risks to brands.
Companies that respond time still can suffer from brand backlash.
Companies must learn to anticipate customer needs --or recruit an unpaid army.
Companies must anticipate22
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Microsoft’s MVPs empowers community
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Walmart’s 11 Moms gives consumers a voice
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Asynchronous
o News siteso Press releaseso Blogs
Real-Time
o Status Updateso Chat Toolso Checkins
Updates
Intention
o Schedulingo 43 Thingso Plancast
Evolution of the web
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Four Themes for 201026
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Strategies to respond27