A Roadmap For Social Transformation Social Roadmap Mini-Note Charlene Li, Altimeter Group, @charleneli
Jan 15, 2015
A Roadmap For Social Transformation
Social Roadmap Mini-NoteCharlene Li, Altimeter Group, @charleneli
© 2011 Altimeter Group
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© 2011 Altimeter Group
Charlene Li
Founder, Altimeter Group
@charleneli
For slides, email [email protected]
© 2011 Altimeter Group
Where are you on your journey?
© 2011 Altimeter Group
Three destinations for social business
Share & Discuss Business Process Redesign
Enterprise Transformation
© 2011 Altimeter Group
How are you organized?
Decentralized
Centralized Hub and Spoke
Multiple Hub and Spoke or “Dandelion”
Holistic or “Honeycomb
”
11% 29% 41% 18% 1%
© 2011 Altimeter Group
Maturity drives Total Budget, Team Size, and Org Model
Novice Intermediate Advanced
Average Total Budget
Average Team Size
Organizational Model
We asked 140 Corporate Social Strategists their total strategy budget, number of full-time equivalent staff dedicated to social media, and organizational model:
Source: “How Corporations Should Prioritize Social Business Spending,” Altimeter Group, February 10, 2011
© 2011 Altimeter Group
Novice Intermediate Advanced
Average Total Budget
$66,000
Average Team Size
3.1
Organizational Model
Centralized
37%
Maturity drives Total Budget, Team Size, and Org Model
Source: “How Corporations Should Prioritize Social Business Spending,” Altimeter Group, February 10, 2011
Corporations who are just getting started have miniscule budget and are significantly understaffed in a centralized team –this does not scale.
Goal: Foundation
Internal: Leader & education
Priorities
Customer: Responsiveness
Tech: Monitoring
© 2011 Altimeter Group
Maturity drives Total Budget, Team Size, and Org Model
Source: “How Corporations Should Prioritize Social Business Spending,” Altimeter Group, February 10, 2011
Novice Intermediate Advanced
Average Total Budget
$66,000 $1,002,000
Average Team Size
3.1 8.2
Organizational Model
Centralized
37%
Hub & Spoke
49%
Corporations who have formalized their programs have a cross-functional team that lead and serve many business units with a larger budget line–they may not deploy on their behalf.
Goal: Skills
Internal: Hub
Priorities
Cust: Advocates
Tech: SMMS
© 2011 Altimeter Group
Novice Intermediate Advanced
Average Total Budget
$66,000 $1,002,000 $1,364,000
Average Team Size
3.1 8.2 20.8
Organizational Model
Centralized
37%
Hub & Spoke
49%
Hub and Spoke
44%
Maturity drives Total Budget, Team Size, and Org Model
Source: “How Corporations Should Prioritize Social Business Spending,” Altimeter Group, February 10, 2011
Mature and Advanced corporations have only slightly large budgets but involve many more across the company and are formed in Hub and Spoke, and often “Dandelion.”
Goal: Scale
Internal: Empower
Priorities
Cust: Integration
Tech: Social CRM
© 2011 Altimeter Group
Leadership means having followers11
“Leadership is a relationship between those who aspire to lead and those who choose to follow.”
- From “The Leadership Challenge”
© 2011 Altimeter Group
“You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.”
- Marc Benioff, CEO of Salesforce.com
© 2010 Altimeter Group
© 2011 Altimeter Group
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Charlene Li, Altimeter Group, @charleneli
For slides, email [email protected]