Social Strategy: Getting Your Company Ready

Social Strategy:Getting Your Company Ready

Charlene LiFounder and Partner

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Jeremiah OwyangPartner

April 14, 2010 #socialchecklist

© 2010 Altimeter Group

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Technology is only part of the solution. Getting your company ready and developing a strategy are the key drivers of success.

Our final webinar (Part 3) of this series will help you get your company ready with our Social Readiness checklist.

View all webinar slides and recordings, including today’s, at: blog.altimetergroup.com

Use the hashtag #socialchecklist for today

A 3-part series


Companies Jump Into Social

Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835


Yet Most Companies Fail to Plan Properly

Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841


Many companies do not engage with their customers

Source: http://www.engagementdb.com

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ENGAGEMENTdb ranked the world's

most valuable brands based on how they

leverage social media to interact with

customers.


Many companies like the idea, but don’tfully execute

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Get Ready Internally First


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To be successful using social technologies,

companies must first prepare and align

internal roles, processes, policies and

stakeholders with their business

objectives. Social business is a profound

change that impacts all departments in the

organization.


Getting Your Company Ready• Research

• Planning

• Resources

Social Readiness Checklist and Scorecard

Questions

Agenda9


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Getting Your Company Ready

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Research


Demographics

e.g. Where are moms online?

Customer profile12

Psychographics

e.g. Who are moms influenced by?

Source: “Digital Mom,” RazorFish and CafeMom, 2009


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.

Socialgraphics13


Engagement Pyramid14

Map out how your customers social

behaviors online in order to determine

what technologies to deploy.


Community pain points

Source: Communispace

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Communispace customer communities

allow marketers to gain insights from

their own customers


Market analysis16

Companies should constantly measure what

competitors are doing in the social space. Here are

some examples in the hotel industry that can be added

to a chart of industry assets.


What is your company currently doing in the social space? What are employees doing? Product team, field, and support?

Identify internal experts by hosting brown bag lunches where anyone can share what they are doing in the social space.

Tip: Don’t relegate social media to Gen Y just because they use it for personal use.

Current social audit17


Processes


Crisis response plan19


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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

This framework was built using the USAF Blog Triage. (Added this attribution post webinar)


Organizational Models


Social Business Organizational Models

Centralized


Organic growth

Authentic

Experimental

Not coordinated

e.g. Sun

Organic23


One hub sets rules, best practices, procedures

Business units undertake own efforts

Spreads widely around the org

Takes time

e.g. Red Cross

Coordinated24


Similar to Coordinated but across multiple brands and units

e.g. HP

Multiple hub and spoke or “Dandelion”

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Each employee is empowered

Unlike Organic, employees are organized.

e.g. Dell, Zappos

Holistic or “Honeycomb”26


Policies


Disclosure/ethics policy28

From Walmart Elevenmom’s disclosure

policy:

“Participation in the Walmart Elevenmoms program is voluntary.

Participants in the program are required to clearly

disclose their relationship with Walmart as well as

any compensation received, including travel

opportunities, expenses or products. In the event that products are received for review, participants may

keep or dispose of product at their discretion.


Social media policy29

Intel updates it’s Social Media policy regularly (last in March

2010) and offers tips and pragmatic rules of engagement such as “Be transparent,” “Be

judicious,” and “Write what you know.”


Community policy30

SeaWorld sets boundaries on its blog

for readers. For example, Seaworld asks

for favorite park experiences and tips,

and will not post “foul or offensive language.”


Internal education31

Host brown bags, invite external speakers to talk, and

promote memberships in organizations like Social Media Club or Social Media Business Council, as seen here. Internal

training is important to organizational change.


Communication and collaboration32

Sites like Yammer, Socialtext and Socialcast offer

lightweight ways for staff to share insights

and best practices internally. Telligent is a more robust enterprise-

level tool.

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Resources


Social strategist*: • Responsible for the overall program,

including ROI.• There may be multiple

strategists at each spoke.

Community manager: • Customer facing role trusted by

customers. • Companies may have

dozens of community managers.

Key roles34

*Look out for our research paper on the role of the Social Strategist later this year.


Test to see that they focus on relationships, not campaigns.

Ask when they failed at social media – and what they learned.

• Hire only agencies with “scar tissue.”

Leverage agencies and have them train you in all things social.

• Enable fast, concerted entry into the market.

Be wary of agencies wanting to craft your strategy – only you can do that.

Agencies35


Customer advocates36


Executives:

• Approval to move forward, budget, allocate resources

Communications:

• What new skills will they need to learn and unlearn?

Employees:

• How will they be educated, armed, and supported?

Legal:

• Protect employees and corporation by co-creating policies and guidelines

Stakeholders37


Reporting38

Web analytics Community analytics


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Social Readiness Score Card

Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/


Your social readiness score40


Your social readiness score41

Ideally, you should be at

“4.0” for launch.

Area of opportunity.


Includes findings, scoring, roles, and specific recommendations from a trusted third party.

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Full details on our checklist


Have the confidence to let go and still inspire results

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Register for our upcoming webinar:

“Making the Case for Open Leadership”

Monday, April 26 at 10 am PST

http://bit.ly/openleaderweb1


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Jeremiah [email protected]

web-strategist.com/blog

Twitter: jowyang

Thank you

Charlene [email protected]

charleneli.com

Twitter: charleneli

With assistance from Christine Tran, Researcher


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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

[email protected].

About Us

http://www.altimetergroup.com/

Social Strategy: Getting Your Company Ready

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