social readiness: architecting a connected enterprise (keynote)

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Social Readiness: Architecting a Connected Enterprise Jeremiah Owyang Industry Analyst and Partner Keynote for KM World Nov, 2011 1

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Page 1: Social Readiness: Architecting a Connected Enterprise (Keynote)

Social Readiness: Architecting a Connected Enterprise

Jeremiah OwyangIndustry Analyst and Partner

Keynote for KM WorldNov, 2011

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Page 2: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Companies Take Flight in Social Business2

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© 2011 Altimeter Group

Last Year – for the First Time – Facebook Surpassed Google and Yahoo! for Share of Time Spent

Source: Comscore, February 2011

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© 2011 Altimeter Group

Yet Social Has Many Risks4

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© 2011 Altimeter Group

DKNY Fails to Respond to a PETA Facebook Takeover5

In 2010, PETA overtook the DKNY Facebook wall with “DK Bunny Butcher,” reaching over 200K fans. It took 12 hours for the post to get taken down.

Page 6: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Cooks Source Magazine Refuses to Pay for a Blogger’s Content

Cooks Source Magazine lifted a blogger’s content and refused to pay her. She blogged about it, and the

Cooks Source Facebook page was filled with negative comments. The page was later hacked, and negative

comments are still being posted by “fans”, a year later.

Page 7: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

United Airlines Fails to Identify an Influencer7

A year after United breaks a musician’s guitar and

refuses to compensate him, the musician creates a song

and music video called, “United Breaks Guitars.” The video goes viral with

over ~10M views.

Page 8: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

A Belkin Employee Pays for Positive Amazon Reviews8

A Belkin employee posts ads on Newegg and Amazon, saying that he will pay 65

cents per positive review. The community discovers, and the

story is covered on multiple mainstream blogs.

Page 9: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

63 Interviews, 144 Enterprises Surveyed, 50 case examples analyzed

Independent research 100% funded by Altimeter Group

Published under the principle of Open Research and available at no cost

The Creative Commons License is Attribution-Noncommercial-Share Alike 3.0 United States at: http://creativecommons.org/licenses/by-nc-sa/3.0/us.

Based on Altimeter’s Research9

Download at: http://altimetergroup.com/

media_room

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© 2011 Altimeter Group

Social Media Crises are on the Rise10

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© 2011 Altimeter Group

Three-Fourths of Social Media Crises Could Have Been Diminished or Averted

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© 2011 Altimeter Group

Consumer Goods Experiences the Most Social Media Crises of all Industries

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© 2011 Altimeter Group

Social Media Crises Originate Evenly Across Platforms13

Page 14: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

#1 Cause of Social Media Crises: Exposure of Poor Customer Experience

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© 2011 Altimeter Group

Most Crises Do Not Have Financial Impact –Although Brand Damage Appears in Google

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© 2011 Altimeter Group

Possibly Preventable Companies did not Meet Readiness Requirements

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Employee Policy Internal rules and regulations on posting -- what can and cannot be posted

Internal EducationBest practices & education on what should be done in the social media landscape (for the social media team)

Moderation ProcessInternal review system for posts -- checks and balances in place to approve brand posts

Professional StaffDedicated & trained social media team with a listening platform. They monitor brand on social platforms

Triage Plan Plan to handle negative comments and disasters

Influencer IdentificationIdentification of top influencers in the space -- people that could have a negative/positive impact on the brand if they speak

Community GuidelinesGuidelines for the community (e.g. Facebook guidelines). These need to be clear and exhaustive

Page 17: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

DECENTRALIZED

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

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© 2011 Altimeter Group

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

CENTRALIZED

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© 2011 Altimeter Group

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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© 2011 Altimeter Group

MULTIPLE HUB AND SPOKE OR “DANDELION”

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

- e.g. HP

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© 2011 Altimeter Group

HOLISTIC OR “HONEYCOMB”

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

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© 2011 Altimeter Group

Maslow Paved the Way22

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© 2011 Altimeter Group

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Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Climb the Social Business Hierarchy of Needs

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© 2011 Altimeter Group

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Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Level 1:Foundation

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© 2011 Altimeter Group

Social Business Efforts Clearly Meet Business Goals as Programs FormalizeWould you agree that your social media efforts meet business objectives.

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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

144 respondents, all over 1000 employees

Page 26: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

IBM has defined clear objectives – both macro and micro – for social media engagement

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Source: “IBM and Social Media Strategies and Tactics, by Christian Carlsson”

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© 2011 Altimeter Group

Define expectations for associates with an internal Social Media Policy

Examples of Social Media Guidelines created by Intel and Cisco’s Centers of Excellence

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© 2011 Altimeter Group

Education is Required – at a Minimum to Distribute Policies and Ensure ConsistencyWould you agree that your company’s employees know how to represent the company in social media (what is allowed, not allowed)?

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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

144 respondents, all over 1000 employees

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© 2011 Altimeter Group

Dell created a Social Media and Community (SMaC) Program to Train Internal Stakeholders

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Dell hosts internal “unconferences” and created a social media

university. In 9 weeks, it trained 1500 employees face to face on

topics like governance, policy, and best practices.

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© 2011 Altimeter Group

Advanced companies far more likely to have employee certificationsDo you have a program to certify employees interested in participating in social media?

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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

143 respondents, all over 1000 employees

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© 2011 Altimeter Group

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Dell certifies social media and community professionals

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© 2011 Altimeter Group

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© 2011 Altimeter Group

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Don’t block trained employees who’s job it is to connect with customers.

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© 2011 Altimeter Group

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Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Level 2: Safety

Page 35: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Average Composition of Social Media Team 35

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© 2011 Altimeter Group

Prepare for Social Media Triage36

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

Adapted from the US Air Force Blog Triage

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© 2011 Altimeter Group p.37

Staples provides an open door policy on their social

media help desk. The transparency in online

personalities creates trust.

Staples lists community managers

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© 2011 Altimeter Group

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© 2011 Altimeter Group

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Gatorade Monitors Conversations from a Dedicated Room

Gatorade’s Social Media Command Center is a

“war room for monitoring the brand in real-time across social media.”

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© 2011 Altimeter Group

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Firebell simulates social media crises in a safe environment.

Weber Shandwick offers FireBell a private crises simulation tool enabling brands to practice in real time in safe environment.

Page 41: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Firebell Simulates Crises41

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© 2011 Altimeter Group

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Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Level 3: Formation

Page 43: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Companies are averaging an overwhelming number of corporate owned accounts“Approximately how many official social accounts exist across the entire company, including all business units, products, or regions? (best estimate)”

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Platform Average # accounts

Twitter 39.2

Blog 31.9

Facebook 29.9

LinkedIn 28.8

Forum/Message Board/Communities 23.4

YouTube 9.4

Foursquare 6.3

All others 5.3

Flickr 3.8

Gowalla 0.3

Sum 178Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

140 respondents, all over 1000 employees

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© 2011 Altimeter Group

Four Seasons Hotels have hundreds of individual Facebook and Twitter accounts – global and local

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© 2011 Altimeter Group

Panasonic lists official accounts world-wide – each of six region has many accounts, plus global accounts

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© 2011 Altimeter Group

Cisco publishes to dozens of official blogs, Twitter, Facebook, and YouTube accounts

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© 2011 Altimeter Group

Ebay’s CoE (Global Hub) Coordinates Across Functions, Properties, and Geographies

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Responsible for

• Social Strategy

• Alignment of roadmaps and plans

• Analytics and reporting infrastructure

Monthly Social Media Council meetings, with knowledge sharing initiatives

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

Ebay had $9.1B in revenues in 2010 and had 16K employees in 2008

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© 2011 Altimeter Group

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

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

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Adobe’s CoE provides governance, policies and guidelines, training, measurement support, and best practices including “guardrails”

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© 2011 Altimeter Group

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Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Level 4: Enablement

Page 50: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual SilosWould you agree that your social media strategy is embedded across corporate functions (e.g. Marketing, Sales, Support, Product, etc.)?

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Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

143 respondents, all over 1000 employees

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© 2011 Altimeter Group

For IBM, the goal of the guidelines is not to constrain, but empower employees

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© 2011 Altimeter Group

Cisco empowers employees with self-serve hub52

Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010

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© 2011 Altimeter Group

Cisco empowers employees with self-serve hub53

Source: Petra Neiger, “Cisco’s Social Media Organization and Case Studies,” 2010

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© 2011 Altimeter Group

NVIDIA shares regular metrics reports across the organization

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Source: Shanee Ben-Zur, NVIDIA,

Recipients include the CEO, global web teams, “and a huge group of folks across business units in marketing, product, customer care and engineering.”

Page 55: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Salesforce Rewards Chatteratti55

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© 2011 Altimeter Group

2M members connect and self-support within SAP Community Network

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SAP Community Network boasts over 2M internal and

external members with 6,000 forum posts daily

and over 200,000 assets, including posts in forums,

blogs, wikis, and other resources like whitepapers.

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© 2011 Altimeter Group

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MULTIPLE HUB AND SPOKE OR “DANDELION”

- Similar to Coordinated but across multiple brands and units

- e.g. HP, Microsoft, Tech Giants

Page 58: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

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HOLISTIC OR “HONEYCOMB”

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos

Page 59: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

All Companies, Even Advanced, Lack Standard Measurement FrameworksWould you agree that you have standard measurement frameworks across the company to help benchmark deployments?

59

Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

144 respondents, all over 1000 employees

Page 60: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Find Your Way: Standardize Measurement within the Company

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© 2011 Altimeter Group

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Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Level 5: Enlightenment

Page 62: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Only the Most Advanced Companies Are Integrating Social Data into Customer DatabasesDo you have a process to record and integrate data from social interactions with customers into existing customer databases?

62

Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

143 respondents, all over 1000 employees

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© 2011 Altimeter Group

Advanced Companies are Formalizing Processes to Intake Customer InsightsDo you have a process to gather and share customer feedback from social channels with Product and/or Support teams?

63

Source: Survey for Social Media Program Managers, conducted by Altimeter Group (Q1-Q2 2011)

143 respondents, all over 1000 employees

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© 2011 Altimeter Group

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HOLISTIC OR “HONEYCOMB”

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos

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© 2011 Altimeter Group

Most Companies Organize into Hub and Spoke or Centralized

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© 2011 Altimeter Group

Customers Submit and Vote Ideas on My Starbucks Idea66

Tens of thousands of customers and employees have submitted, commented, and voted on ideas that have resulted in new products, services, and efficiencies.

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© 2011 Altimeter Group

Modeled After it’s IdeaStorm, Dell Created EmployeeStorm for Employee Innovation

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Employee Storm has received over 4,100 ideas with 225,000 votes and 18,500 comments

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© 2011 Altimeter Group

“Like” merchandise in the Levi’s store via Facebook and share with friends

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© 2011 Altimeter Group

P&G Looks Outside for Innovation—Consumers, Retail Customers, Suppliers and Others (1/3)

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“Connect + Develop helps P&G pursue outside ideas, solutions, processes—and even market-ready products”

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© 2011 Altimeter Group

P&G Success Stories: Glad Press’n Seal, Swiffer (2/3)

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“More than 50% of our product initiatives involve significant collaboration with innovators outside of P&G” – Bruce Brown, CTO, P&G

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© 2011 Altimeter Group

P&G is Making Outside-In Innovation Increasingly Public and Social (3/3)

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“We are interested in collaborating with innovators in areas such as packaging, design, distribution, business models, marketing models, consumer research methods, trademark licensing, technology, and new products or services” – Bruce Brown, CTO, P&G

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© 2011 Altimeter Group

Climb the Social Business Hierarchy of Needs72

Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment

Page 73: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

1. Foundation: First, develop a business plan and put governance in place.

2. Safety: Then, get organized by anointing a team and process to deal with crises.

3. Formation: Next, connect business units to increase coordination and reduce duplication.

4. Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals.

5. Enlightenment: Finally, weave real-time market response into business processes and planning.

Pragmatic Next Steps73

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Jeremiah [email protected]

m

web-strategist.com/blog

Twitter: jowyang

Thank You

With assistance from researcher Andrew Jones

Page 75: Social Readiness: Architecting a Connected Enterprise (Keynote)

© 2011 Altimeter Group

Architect a Connected Enterprise75

Empowerment, Cross-Learning, Measurement

Asset Inventory, Best Practice Sharing, Center of Excellence

Dedicated Team, Workflow, Crises Preparedness

Objectives, Policies, Education, Access

Holistic, Real-timePredictive

Foundation

Safety

Formation

Enablement

Enlightenment