Four Laws of Social Business

Download
Share  Add to  Flag Embed
Views:
 
Category: Business & Fin..
     
 
License:   All Rights Reserved

Presentation Description

No description available.

Comments

 

By: pranali933 (22 month(s) ago)

hi can u plz send me ur presentation my id id pranali_in@yahoo.co.in

 

By: michellepark (24 month(s) ago)

Nice presentation ...

 

By: ggeita (24 month(s) ago)

Interesting!

Presentation Transcript

Slide 1: 

Four Laws of Social Business Jeremiah Owyang Altimeter Group May 2010 1 SMASH SUMMITT

Slide 2: 

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… 2

Slide 3: 

Four Laws of Social Business 3

Slide 4: 

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/

Slide 5: 

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 customers 5

Slide 6: 

Socialgraphics 6 Demographic Geographic Psychographic Behavioral Social graphic

Slide 7: 

Where are your customers online? What are your customers’ social behaviors online? What social information or people do your customers rely on? What is your customers’ social influence? Who trusts them? How do your customers use social technologies in the context of your products. Socialgraphics asks key questions 7

Slide 8: 

Social Strategy Objectives 8

Slide 9: 

Focus on building the house – not the hammer

Slide 10: 

2) Live the 80% rule © 2010 Altimeter Group

Slide 11: 

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 ready 11

Slide 12: 

Crisis response plan 12

Slide 13: 

Social media triage 13 Can you add value? Evaluate the purpose Respond in kind & share Thank the person Unhappy Customer? DedicatedComplainer? Comedian Want-to-Be? Negative Positive 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 No Yes Yes Assess the message

Slide 14: 

One department controls all efforts Consistent May not be as authentic e.g. Ford Centralized 14

Slide 15: 

Organic growth Authentic Experimental Not coordinated e.g. Sun Organic 15

Slide 16: 

One hub sets rules, best practices, procedures Business units undertake own efforts Spreads widely around the org Takes time e.g. Red Cross Coordinated 16

Slide 17: 

Similar to Coordinated but across multiple brands and units e.g. HP Multiple hub and spoke or “Dandelion” 17

Slide 18: 

Each employee is empowered Unlike Organic, employees are organized. e.g. Dell, Zappos Holistic or “Honeycomb” 18

Slide 19: 

Social strategist: Responsible for the overall program, including ROI Community manager: Customer facing role trusted by customers Roles 19

Slide 20: 

3) Customers don’t care what department you’re in © 2010 Altimeter Group Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/

Slide 22: 

22 Customer don’t care what department you’re in

Slide 23: 

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 23

Slide 24: 

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 24

Slide 25: 

Marketing Sales Service & Support Innovation Collaboration CustomerExperience 2. Social Marketing Insights 3. Rapid Social Marketing Response 4. Social Campaign Tracking 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.Crowdsourced R&D 14. Collaboration Insights 15. Enterprise Collaboration 17. Seamless Customer Experience 18. VIP Experience 16. ExtendedCollaboration © 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States The 18 Use Cases of Social CRM

Slide 26: 

© 2010 Altimeter Group Attribution-Noncommercial-Share Alike 3.0 United States Not All 18 Social CRM Use Cases are Market Ready

Slide 27: 

4) Real time is *not* fast enough © 2010 Altimeter Group Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/

Slide 28: 

Evolution of the web 28

Slide 29: 

29 Real time is not fast enough

Slide 30: 

Microsoft’s MVPs empowers community

Slide 31: 

Walmart’s 11 Moms gives consumers a voice

Slide 32: 

The Four Laws Of Social Business 32

Slide 33: 

How To Prosper 33

Slide 34: 

34 Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang THANK YOU

Slide 35: 

35 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 info@altimetergroup.com. About Us