Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management
Categories: Altimeter, Social CRMPosted on March 5th, 201018 Use Cases That Show Business How To Finally Put Customers First
Social and CRM: How Companies Will Manage Their Social Relationships
Over the last six months, I’ve been working closely with Ray Wang who is well known in the CRM space as an expert. Coupled with my focus on social technologies we did a deep dive on how our worlds are colliding into the trend to Social CRM. In our opening webinar when we announced our joining of the firm, we made it clear we’re looking at the holistic business, across multiple business departments –not silos or roles.
Companies are unable to scale to keep up with the social phenomenon
We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up.
- For companies, real time is not fast enough. Companies need to be able to anticipate what customers are doing to say and do, in order to keep up. Although Motrin responded to angry mom’s within 24 hours –it was too slow.
- Companies are unable to scale to meet the needs of social. No matter how many community managers Dell and ComcastCares hires to support, they’ll never be able to match the number of customers happening. They need tools, and they need them now.
- Customers don’t care what department you’re in they just want their problem fixed. Dooce’s support problem with Maytag quickly became a PR nightmare –had the support group known she was an influencer (and what it means), they could have serviced her better.
Above: Framework of the 18 Use Cases of Social CRM
How To Use This Report: A Pragmatic Roadmap
Regardless if you’re in IT or in a business unit, we wrote this to meet the needs of both groups. This architecture lays out all the possibilities (18 use cases) defines the problem and goal for each, and suggests some vendors who to watch. It’s also pragmatic, as it lays out a process on how to get started, baseline needs (listening) and what to do next.
Action Items
- Sign up for the webinar series. This is a deep topic, and the report is only the tip of the iceberg. As we’ve done in the past, we’re going to offer a series of free webinars on this topic to explore each of the use cases in gritty details. Sign up for the webinar now, as we can only have 1000 attendees per webinar, as our last webinar had over 1100 registrants.
- Read then spread this report. Like open source, the Altimeter Group believes in open research, we want our ideas to grow, and others to take advantage of it. So if you found the report helpful, please forward the report to internal constituents, partners, vendors, clients, and blog it. Use it in your presentations, business plans, and roadmaps. I’ve embedded it below, and there are download features for your own use.
- Have an internal discussion. Evaluate your current situation at your company, then draw up which business needs need to be tackled first, use the use cases as a roadmap by mapping out which phase comes first, and which phase comes second.
- Learn more and join the community of pioneers. This is new territory, we don’t have all the answers, so we’ve created at group in which pioneers can learn from each other. It’s free, and the conversation has started already, jump into the group, and learn together.
The Altimeter Approach
Standing behind our belief in open research, the Altimeter Group wants to be part of the community, we:
Involve the expert community in the research process
Altimeter is unique as our partners can tightly co mingle our topic areas and see how they converge, we highlighted our vision when we joined. We seek to be stewards of community and during our six months of research we talked to way over 40 thought leaders, vendors, and companies that are approaching this space. We blogged ideas, engaged in conversations with the #scrm hash tag, and had working sessions with thought leaders like Paul Greenberg and Esteban Kolsky. We approached research in an open way, and allowed for vendors to review the report and submit back their ideas, some of which we incorporated. This effort was a group effort and included a lot of heavy lifting from Christine Tran, operations who helped to schedule countless meetings, and guidance from Charlene Li, our founder.
Provide a holistic view through deep collaboration
We see that worlds are converging, and we model our research the same way, through really analyzing the mixtures of our different topic areas. For example, what was interesting is that my ‘marketing-speak’ and Ray’s ‘IT Speak’ often resulted in the tower of babel. Although we were talking about the same topic, he had to translate IT and marketing speak both ways. After many puzzled looks, we embracing this, and realized that this isn’t unique to us but a sign of companies converging as a result of mass adoption of easy to share social tools. Thus, we realized this framework that could meet the needs of the various camps would be helpful, companies need to move quickly, as customers have adopted social in rapid fashion.
Use open research to grow ideas
We want ideas to spread, and have made the entire report available at no cost on slideshare, and put up images on flickr, we hope you use them, under creative commons licensing of Attribution -Noncommercial – Share Alike Status, we believe in open –not closed research. We’re trying a different business model, we want to involve the community of experts and publish our findings out there for everyone to benefit from, please support us by sharing it as much as possible, while we trial a new way of doing research.
Update: I forgot to mention, this report was entirely funded by the Altimeter Group there were no sponsors. Also, we are open about disclosing who are clients are (providing they approve), as a result, we hope you’ll trust as more.
Related links: I’ll roundup interesting links that discuss this report
- Ray Wang, my co-author on this report has his take
- I cross posted on the Altimeter Blog, see comments
- Dave McClure, VC blogged his take
- Ray also cross posted on Enterprise Irregulars
- Marketing Profs Daily Fix, and it ended up on the homepage
- Brian Solis, speaker, thought leader reviews the report and extends the conversation about customers
- All Things Digital cross posts Brian’s piece
- David Berkowitz posts on Marketer’s Studio, we await his detailed review later
- Gauravonomics builds off of our use cases and creates a matrix, well done.
- Clo takes a sales focus, and extends the thinking and rallies for action
- Jacob Morgan has an excellent review, because he critiques the many vendors needed for 5Ms (see my comments on his blog) and discusses the need to separate automation vs manual processes. He cross posted on Cloud Ave
- Prem, one of the thinkers in this space says the report helped to crystalize thinking, read his review.
- More thinking about gurus and vendor control in this post and comments.
- Tac Anderson, a practitioner and thinker on social business compares to his existing frameworks when it comes to sales
- Stefano takes the use cases and aligns them with the Groundswell objectives, interesting.
- Get Satisfaction blogs about the report
- Our friends over at Web Analytics Demystified, also a research and consulting boutique, notice our pragmatic approach. I’m working on a report with them, stay tuned.
- Marshall Sponder hopes we take the report further –and notices what we did, a gap in implementation partners
- VC Cafe says this is a must read report
- Connie Bensen of Techrigy, Alterian points out it all starts with listening
- Greg Moyer wants to see more research on this topic, including the final impacts
- Also in Italian, look for the small icons at top to translate into English
- Customer think publishes Ray’s points
- Mike Boysen does a detailed review of the paper, adding additional points, really extends the conversation
- Gerald Hensel did not find it boring
- Adam “The Metz” suggests sales 2.0 folks read the paper
- Mitch expands on use case rapid social sales response (S2)
- Ogilvy’s John Bell, calls for a definition, discusses influencer relationship management, and questions the difference
- John Batelle, CEO of Federated Media shouts out about the report
- Peter Greenberg discusses the changes the report has caused, and makes some suggestions, thanks Peter. He also reviews the use cases, and points out other reports.
- Dennis Howlett gives a critical review, requesting more use cases that have direct impacts to the bottom line. Fair enough feedback.
People on the Move in the Social Media Industry: Feb 24, 2010
Categories: Career, On the movePosted on February 24th, 2010
Lots of changes, in particular, many of my former colleagues from the Forrester Research interactive marketing and marketing leadership teams that I used to work closely with have moved on. Forrester hires top minds, so when I run across an alum, it’s like a reunion of graduating class at a university. There’s a strong camaraderie stemming from common way of thinking, writing, and approaching tough problems. Forrester attracts and breeds excellent thinkers, and I wish my former colleagues best of luck as they return to the field.
In an effort to recognize the changes in the social media space, I’ve started this post series (see archives) to both track and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks:
Also, my submission form has changed to a new URL, the former Google form was giving me problems, so please use this one going forward.
- Cynthia Pflaum leaves Forrester Research (we were on the same team) and joins Dachis Group as a consultant, she is fabulous and was our “Data Queen” for the Groundswell work. I wish her the best, and know she’ll rock at whatever she does! Best wishes.
- Tom Cummings, leaves Forrester Research and joins Dachis as a Consultant Tom I also worked closely with Tom, his research was always helpful. I’m sure great work will come out of Dachis group with this top talent hire.
- Lisa Bradner leaves Forrester Research (we did some projects together) as an analyst as the President of Geomentum.
- Julie Katz, also a former marketing analyst at Forrester leaves to join the insights team at Lego, she was always a joy to work with, and we shared many interesting conversations.
- Caroline Dangson, leaves IDC as analyst and joines Dachis Group as a Consultant, I’ve met her in SF, and admire her work, congrats.
- Esteban Contreras, Social Media Manager is hired a Samsung Electronics (Amdocs Consulting Division), he wrote me “I interviewed Samsung’s Social Media Strategists on my podcast “The Social Nerdia Show!” and sent them my resume the next day. Two months later I was moving from Dallas TX to New Jersey. I sold my house, sold one car, and said bye to family and friends in the middle of winter. Now I’m living near NYC and working hard” awesome story. Added him to list of strategists.
- Mark Drapeau’s New Job: Corporate Public Diplomacy via Innovative Social Engagement, at Microsoft, read his story on Brian Solis’s blog.
- Don Dodge joined Google a few months ago, as Developer Evangelism. I was a bit slow on this, but congratulations to him
- Brian Kling has been promoted Autodesk as a Social Media Manager, added to list of strategists too.
- Craig Hepburn is now Director of Social Media Strategy at Open Text focusing mainly on how some of the worlds largest companies are adopting social media strategies for their business both internally for collaboration but also externally facing for their partners and customers.
- Christopher Fleener has been promoted to Digital Marketing Manager at The New School, a leading research university in New York City. In his new role, Chris will focus on expanding the university’s social media and mobile marketing initiatives.
- Colin Browning is now Developing Digital and Social media programs for leading technology companies. at IDG SMS
- Christopher Wilkes has joined Ripple6 as Senior Director of Business Development, Social Insights, where he will be responsible for further developing Ripple6’s Social Insights products and solutions and educating prospective clients on the value of social insights.
How to connect with others (or get a job):
Several people have been hired because of this blog post series, here’s how you can too:
Submit an announcement
If you know folks that are moving up in the social media industry, submit to this form
Seeking Social Media Professionals?
If you’re seeking to connect with community advocates and community managers there are few resources
This list, which started with just 8 names continues to grow as folks submit to it. List of Social Computing Strategists and Community Managers for Enterprise Corporations 2008 –Social Media Professionals.
Job Resources in the Social Media and Web Industry
Web Strategy Jobs powered by Job o Matic (Post a job there and be seen by these blog readers, these affiliate fees pay for my hosting) Read Write Web keeps announcements flowing at Jobwire, although is broader than just social media jobs Facebook group for community manager group in Facebook Jake McKee’s community portal for jobs Chris Heuer’s Social Media Jobs SimplyHired aggregates job listings, as does Indeed ForumOne Jobs for Social Media and Community Teresa has a few jobs, some around community New Media hire has an extensive job database Social Media Headhunter Social media jobs Jobs in social media Altimeter Group’s list of social media consultants and agencies Social Media Strategists and Community Managers for 2010
Hiring? Leave a comment
If you’re seeking candidates in the social media industry, many of them are within arms reach, feel free to leave a link to a job description (but not the whole job description, please)
When Mobile and Social Merge –Welcome Michael Gartenberg
Categories: AltimeterPosted on February 23rd, 2010What happens when the social web and mobile devices become synonymous? Customers will be able to access their friends opinions in real time, make decisions on the fly, and will never have an excuse to make a poor buying decision.
[As mobile and the social web become one --customers are empowered to make confident buying decisions, wherever they go]
Earlier this year, I was deliberate in my mentioning of investing in two key areas, Social CRM, and Mobile Social Networks. While Ray and I are nearly ready to publish our report on SCRM, I’m pleased to announce we’ve a new partner here at the Altimeteter Group focused on devices, mobile, and the intersection of social technologies.
Michael Gartenberg, who stems from Jupiter and Gartner Research joins us as a partner with a focus on how customers are accessing each other in context of locations, activities, and their day to day life. In particular, I’ve been impressed with Michael for sometime, we’ve been interacting online for years, and I’ve respected his insight, and deep knowledge of the space.
If you’re not familiar with the mobile space, Michael is an influencer, his insight is sought after and he’s a regular contributor at Engadget, Computerworld and SlashGear, and has published hundreds of reports, blogs, and is one of the top analysts on Twitter. We’re pleased to announce Michael as part of the Altimeter founders.
On a related note, we’re growing quickly, and have expanded to a new office, nearly three time the size of our previous office. While it feels empty now, but we’re anticipating growth as more clients continue come on board. I’ve posted some photos from Twitpic and also on Flickr.
Related Posts
- Michaels Altimeter Profile
- Michael Gartenberg’s blog
- Michael’s Twitter account
- Charlene Li, founder of Altimeter Group, welcomes Michael
- Analyst expert Jonny Bentwood of Edelman notes how we’re unique
- Carter Lusher of Sagecircle notes that we’re investing for growth
- Barbara French of Tekrati “an irresistible mix for Gartenberg”
Silicon Valley Sightings: Lighter Than Air on a Zeppelin Tour
Categories: Silicon Valley SightingsPosted on February 20th, 2010
It’s been a long time since I’ve done this series “Silicon Valley Sightings” as well, quite frankly, I’ve been doing a lot of travel in my role as an analyst. Yet, despite the lull in posting this series (I’m sure local food blogger Brian Stephens will be happy) I was inspired to post, as of yesterday.
Thanks to bud Kenny Lauer, who was able to get us two tickets, on Airship Ventures, the only zeppelin in the United States. We were able to partake in the ‘taster’ tour, a 30 minute effortless and quient jaunt over Silicon Valley. Boarding this ribbed airship (blimps have no internal skeleton), we had to stagger our boarding, so the ship would be properly balanced. There were already 12 passengers, and 2 crew on board, so we had board two at a time, then two would leave –so the proper weight was kept.
Departing from Moffett Field, I was live tweeting photos, since we were only 1000 feet up, the cell reception worked well. People responded to me on Twitter and said they saw me like, Tatayana, Cynthia, Waili on Facebook, and even NASA Ames responded to us on Twitter! In the below pictures, you’ll see overhead views of Google (notice the solar panels), a circular neighborhood in Sunnyvale, Stanford, Facebook, HP, and Portola Valley (look for the pirate ship).
(Silicon Valley Sightings is an ongoing PhotoBlog that captures the intersection of Tech Culture in the San Francisco Silicon Valley Bay Area, check out the archives. All photos by Jeremiah Owyang)
FirstTake: Facebook PayPal Deal Spurs International Ad Sales
Categories: Facebook Strategy, First TakePosted on February 18th, 2010Web Strategy Summary
Facebook to now offer Paypal as an additional way to buy advertisements and virtual currency for social games (press release). This paves a way for Facebook to reach global advertisers who prefer PayPal vs traditional credit cards. Although this partnership is limited in parameters to those two specific use cases of ads and virtual currency, this is yet another testing ground for developing Facebook into an eCommerce platform with over 400 million global users.
Update: Facebook contacted me after this post went up, and made it clear, this is announcement is not intended towards eCommerce, and is really just limited to the two use cases. While I understand and agree with the scope of today’s announcement, as brands interject more money into Facebook via advertisements, and on the flip side, users are more comfortable purchasing goods (albeit virtual) this continues to be an opportunity for brands and their members to get comfortable with monetary exchanges. As such, I’ve removed from the title of this post “Testing ground for eCommerce”, although the rest of the post stands.
Background
Facebook has been testing the ability for users to purchase virtual Facebook credits for over a year, allowing users to send virtual goods to each other, as well as purchase additional features in third party social games. Over a dozen of these third party games already exist extending created by playfish, Zynga, CrowdStar, and others.
Industry Impacts:
- Increased revenues for Facebook –and PayPal. For Facebook, and their new partner PayPal, this deal makes sense, as they can continue to grow scalable, low-touch revenues streams by cultivating international advertising dollars, where there is clear global growth. This spurs international brands to continue to deploy Facebook ads, likely in the SMB space as international companies that are enterprise class would delegate ad buying to their digital agency. Although Facebook touts their advertising program, no official case studies or data has been released by them or third party researchers to my knowledge.
- Additional channels to monetize heavy game players. For the game heavy , perhaps the 43 year old middle age women with disposable incomes, this gives them new opportunities to play games with increased functionality.
- More use cases for game creators to test virtual goods, with brand sponsors. Game creators should allow for virtual items to be introduced into their games, and be sure to have a business development opportunity for large brands to participate –and offer branded virtual items in context of a social game.
The big opportunity? Testing ground for ecommerce within Facebook.
Facebook should roll this out to the application developer community to allow ecommerce functionality to the platform, starting with an application from eBay, the owner of PayPal. Brands should carefully watch how these early test by Facebook occur –and expect by end of year that Facebook will start to experiment with allowing ecommerce happen directly on Facebook Fan Pages. This is, of course, extremely exciting –but could be very terrifying to normal users.
Additional Industry Resources
Forbes: Super Bowl, A Missed Opportunity For Pepsi
Categories: Advertising, ForbesPosted on February 10th, 2010
Left: Pepsi launched a bold social marketing play, find out what went well –and what opportunities were missed.
Greetings, fellow strategists, In my latest column for the Forbes CMO Network (you can read all my Forbes pieces) I analyzed Pepsi’s big push into social. Also, you should see my detailed field notes, (I did my research before, during, and after the game, thanks to Trendrr folks) to measure any specific changes, before coming up with my findings. I did contact Pepsi pre article to get comments, although they sent me an email after the Forbes piece was up, see bottom response.
Super Bowl: A Missed Opportunity For Pepsi
Cola maker should promote its social cause on TV.
PepsiCo ditched the Super Bowl this year to make a major social media play. Instead of spending money for ad time on the Super Bowl, it’s relying primarily on digital initiatives to spread the word about its Internet-based Refresh Project contest and charity campaign.
The cause-marketing effort is a good one. Word is spreading through traditional media, online networks, social media and celebrity chatter. But I believe Pepsi made a big mistake in giving up its long-held Super Bowl ad real estate. A more integrated media approach–one that included the Super Bowl–would be a savvy play for Pepsi. And such integration is something top marketing executives need to keep in mind in their rush to embrace digital initiatives.
Let’s take a look at Pepsi’s campaign playbook.
The Big Gamble: Social Over Traditional Advertising
Pepsi, as a major ad player, knows that brand association is key to its marketing strategy. Company executives also know that there’s a shift in consumer adoption toward social technologies and that marketers can’t count on reaching the consumers they want to engage through TV. In response to this, Pepsi execs decided to spend the money the company typically plows into buying and creating Super Bowl spots–$20 million or so–to promote and fund a campaign that will identify causes that are worthy of supporting. At refresheverything.com Pepsi encourages consumers to submit ideas to improve community or causes then activate their personal networks to vote for the ideas. To date, the number of submissions possible for the first round of awards has been maxed. It also enjoys a continuous buzz on Twitter with the hashtag #PepsiRefresh.
Playing to its Strengths: Budgets, Celebrities and First Mover
Pepsi has a lot of things going for it. It has the deep pockets to keep a campaign going long-term. It has benefited from notable press buzz from being the first mover of a radical approach. Additionally, the company is using traditional media outlets to glean endorsements from celebrities, including New Orleans Saints quarterback Drew Brees on NFL.com. His charity of choice: the American Cancer Society.
Missed Opportunity: In-Game Tie-In
Pepsi made a misstep in this bold media shift: The company alienated a key channel and missed out on tying Pepsi Refresh to the most-watched TV event in Western media (correction to “U.S. Media” see comments below for details). By not having any in-game discussion on the advertisements, it was unable to use the Super Bowl or its advertisements as a catapult to launch the campaign into the social sphere. In fact, after the game, overall mentions of Pepsi and the Pepsi Refresh campaign remained relatively on the same trajectory as before. To look at a detailed set of my field notes and data, I’m tracking mentions using Trendrr of blog posts, Tweets and news articles on my field notes page.
Campaign Analysis: Advantages
Pepsi’s novel approach to social cause marketing is headed in the right direction. Pepsi benefits from:
- First-mover advantage. By announcing a radical approach Pepsi took advantage of pre-event press coverage (including a story in Forbes).
- Using celebrities to spur campaign. Pepsi invested in influential relationships by the utilization of celebrity endorsements.
- Shifting to “we” over “me.” Pepsi has shifted traditional brand advertising efforts to now being more community-focused, enabling those who won the monies to spread the Pepsi brand on their behalf.
- Planning for the long haul. Pepsi is making its marketing dollars go to work by extending the program over months, rather than a short flight of Super Bowl ads.
Campaign Analysis: Risks
While innovative, Pepsi has some clear challenges–and missed opportunities:
- Pepsi has yet to show the world it gets social marketing. Its recent entry into the space with the edgy–but sexist–”Amp” iPhone applications resulted in severe backlash, and is now a case study on the infamous punk’d list.
- Cultural mismatch. Pepsi’s history of mass marketing means it will need to change its internal culture to embrace social marketing, where success lies in letting go of control.
- Missed opportunity to integrate Super Bowl TV ads with campaign. Pepsi’s biggest misstep is putting all its eggs in one basket–and not benefiting from synergies of multiple channels.
Takeaway: An Integrated Approach to Media is Best
By shifting so much of its annual ad budget from one channel to another, Pepsi missed an opportunity to spur word-of-mouth chatter about its Refresh initiative. Instead Pepsi should have relegated an appropriate amount of TV advertising budget to Pepsi Refresh, encouraging submitting ideas, voting and sharing in the context of the game. It would also introduce Pepsi as a socially conscious marketer to a larger group of people.
CMOs experimenting with digital and social technologies should not invest in them as a silo. They should instead be part of an overall integrated marketing effort.
JKO: Below is Bonin Bough, Pepsi’s Social Marketing strategist response via email. He’s given me permission to publish the following, and I appreciate the time he took to respond in an active dialog.
Bonin: I enjoyed reading your initial analysis of our Pepsi Refresh Project.
Let’s me start by saying on your key takeaway, we are on the same page: An Integrated Approach to Media is Best.
And that’s the approach we’re taking with the Pepsi Refresh Project. Throughout the course of the year-long initiative, we’re absolutely using traditional channels — television included — to support it. Our decision not to announce the program on the Super Bowl was not because we don’t believe in the power of television. We do. Or that we don’t believe in the Super Bowl, specifically. We do. (As you know, we chose to advertise other PepsiCo brands during the game.) The decision was based on the opinion that it wasn’t the most contextually relevant way to tell the story. Arguable? Perhaps. But the conversation around the program — the amount of it and the overall tenor of it — thus far suggests that it may well have been the right approach.
But we’re going to continue to engage in, enable, listen to and evaluate the conversation. And if it seems that we need to course correct we will. A sign, I think, of an internal culture and a senior management that is embracing social marketing.
Of course, the Pepsi Refresh Project is about more than marketing. It’s about engagement … about building affinity and building advocacy by making a real and measureable difference in people’s lives. And that’s why we take very seriously your point about impact. We’ve aligned with top-notch partners including GOOD, Global Giving and Do Something in building the Pepsi Refresh Project. A leading academic and research group will be assisting with project follow-up and measuring community impact. We’re optimistic about the very great potential.
We’ll be watching and sharing as the ideas build, the stories unfold and impact becomes evident. I look forward to watching your analysis and continuing the dialogue throughout the course of the program and the course of the year.
JKO: Thanks Bonin, we’ll continue to watch the interesting moves Pepsi is taking in the space of disruptive technologies. We agree, Pepsi’s core program is strong –but it can be refined by keeping all engines on –not putting all eggs in one basket. I appreciate the time you took to give me feedback. I’ll see you at SXSW again this year.
Left: Inline with the Google style guide of primary colors, Google launches a new logo for Google Buzz, using familiar “chat bubble” iconology.
Google launches status update features
Google launches Buzz, which many will find similar to Friendfeed now part of the Facebook family. Google Buzz will enable content to be aggregated, and then prioritized based upon the people you already email with, which Harry McCracken and I call this a social graph based on history, “Historical social graph” or HSG. Secondly, this Google Buzz feature will rate and rank content based on activity and interaction within your social group. Users can choose to publish the Buzz in public, which will display on the Google Profile page. They also announced the ability to input this data from mobile devices and showed a voice to text scenario. They plan to make more announcements based on enterprise versions –and more at their IO developer conference.
Enough about news, I’m sure you’ll find more on Techmeme, here are my insights.
Analysis: Impacts To Industry
- Google continues its prime directive. At the high level, this is a strong move for Google, they continue to aggregate other people’s social content, and become the intermediatry. This helps them to suck in Twitter, Flickr, and any-other-data type as the APIs open up, giving them more to ‘organize’. This is Google acting on it’s mission to the world.
- Privacy woes will scare consumers –yet adoption will continues upward. For consumers, the risk of privacy will continue to be at top of mind. Although the features allow for sharing only with friends or in public. expect more consumer groups to express concern. Overtime, this will become moot as the next generation of consumers continues to share in public.
- Buzz could have faster adoption rate than Twitter. For consumers, this could potentially have more adoption than Twitter as Gmail has a large footprint Google told me it’s tens of millions (active monthly unique). Of course, most Gmail users likely aren’t Twitter users, but there could be a large platform to draw from.
- Physical businesses lose more control over search strategy. For small busineses and retailers, this will impact their search engine results pages, as a single top ‘buzzer’ could cause their content to be very relevant, if that person was relevant, then their influential content could show at top of SERP pages. Expect Google to continue to offer advertising options now around buzz content –fueling their revenues.
- A direct blow to Facebook, they must accelerate go to market. To Facebook, this is a direct threat, these features emulate Friendfeed and the recently designed Facebook newsfeed. Expect Google to incorporporate Facebook connect, commoditizing Facebook data as it gets sucked into Google and displayed on Google SERP.
- Great for Twitter now –yet painful in the long term. This is good for Twitter in the short term, as it’ll amplify tweets, and suck them into a new system and give additional reach. Yet over time, status features will become a commodity, and Twitter as a destination will fade into the background.
Back in July 2009, I took a bold statement to say that Email and Social Networks are the same, I distinctly recall a lot of people disagreeing with this notion, but I think it became true today. Posted from the Googleplex at the live briefing, I also spoke to NYT, SF Chronicle, SJ Mercury, NYT (second time), UPI, and Financial Times. Also, I polished some of the writing up in the afternoon, as the first pass was quick and dirty.
Register For Webinar: Developing a Social Strategy by Objectives
Categories: AltimeterPosted on February 8th, 2010
Left: There are four main categories of social strategy, yet with over 20 subset objectives, which we’ll discuss at a high level.
Organizations that focus on social technologies suffer from the symptom of ‘Fondling The Hammer‘ . True social strategy stems from business objectives –not the latest technologies.
So often, companies develop social tactics based on the latest tool that’s sprung forth. Yet, so far and few in between to organizations develop an actionable plan based on business goals.
This second in our no-cost webinar series is coming up on the topic of social strategy. In the spirit of open research, we’re leading a discussion in public, and encourage you to join, learn, and share with others. Co-hosting with Charlene Li, we’ll be hosting a no-cost webinar to discussin how companies can develop a social marketing effort that meet business goals.
Although not a requirement, our sessions build off each other, read, watch, and listen to our previously recorded session, we discussed how companies should really understand their customers before entering the social space.
Register: Developing a Social Strategy by Objectives, Hosted by Altimeter Group
Date: Wednesday, February 24, 2010
Time: 11:00 AM – 12:00 PM PST
(Status: 858 out of 1000 maximum have registered, as of Feb 11th)
Please sign up, we’re only limited to 1000 attendees and last time we have over 800 signups. If you are unable to make the live webcast, we’ll post the full set of slides and recording on this blog and the Altimeter blog, so please subscribe. The hashtag for this event is #AltimeterWebinar, and if you’ve questions you want to pose in advance on Twitter, I’m listening and will factor in the top questions, or leave a comment below.
Time to put the hammer down, and start focusing on building that house.
People on the Move in the Social Media Industry: Feb 4, 2010
Categories: Career, On the movePosted on February 4th, 2010
The submissions are defintly picking up, I’m seeing more submissions than before. Why? I attribute this to the start of the new year when many folks change up jobs, and the slight uptick we’re starting to see in the economy.
In an effort to recognize the changes in the social media space, I’ve started this post series (see archives) to both track and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks:
- Congrats to Jeannette Gibson (Twttier) who has moved to corporate marketing to run social media at Cisco Systems. I’ve shared the stage with her a few times, she’s quite impressive, and has been successful in deploying social programs in B2B environments.
- Congrats to Maria Povermo (Twitter) who’s ascended to the Group Manager, Social Media at Adobe Systems, (Altimeter client)
- Dave Armon has joined Context Optional as director of strategic accounts.
- Zena Weist (Twitter) has landed at HRBLock as the director of social media, congrats.
- Ginevra Kirkland, long term customer advocate at Six Apart (I had the joy of working with her years ago as a client) has now joined the mighty team at Get Satisfaction as a Community and Account Manager read her post, as well as read the interview on Gsat blog.
- Joe Stanhope joins Forrester Research (great folks) as a Senior Analyst focused on site optimization strategy, which includes coverage of Web analytics as well as online testing and targeting platforms.
- WPP owned agency Ogilvy PR hired Dirk Shaw as a senior vice president in its 360° Digital Influence Practice. I’ve worked closely with Dirk in the past and have been impressed, congrats Dirk and Ogilvy.
- Todd Bowman has joined (PDF) Senior Vice President of Sales at appssavvy
- Joel Johnson is now a SVP Integrated Planning Director at Porter Novelli
- Marc-Antoine Ross is the Community & Content Manager at SoftCity Technologies
- Matt Dickman has been promoted to SVP, Digital Strategy at Fleishman-Hillard
- Carey Sullivan has been promoted to Manager of Social Media American Electric Power
- Angela Connor is a new hire as Social Media Manager at Capstrat
- Chris WIlson has joined as a Senior Account Executive, Digital Strategy at Fleishman-Hillard
- Michael Litman joins as a Social Media Planner at Dare Digital
- Andrew D. Nystrom is a new hire as Digital Marketing Manager, Social Media at Red Bull North America #wings
How to connect with others (or get a job):
Several people have been hired because of this blog post series, here’s how you can too:
Submit an announcement
If you know folks that are moving up in the social media industry, fill out this form.
Seeking Social Media Professionals?
If you’re seeking to connect with community advocates and community managers there are few resources
This list, which started with just 8 names continues to grow as folks submit to it. List of Social Computing Strategists and Community Managers for Enterprise Corporations 2008 –Social Media Professionals.
Job Resources in the Social Media and Web Industry
Web Strategy Jobs powered by Job o Matic (Post a job there and be seen by these blog readers, these affiliate fees pay for my hosting) Read Write Web keeps announcements flowing at Jobwire, although is broader than just social media jobs Facebook group for community manager group in Facebook Jake McKee’s community portal for jobs Chris Heuer’s Social Media Jobs SimplyHired aggregates job listings, as does Indeed ForumOne Jobs for Social Media and Community Teresa has a few jobs, some around community New Media hire has an extensive job database Social Media Headhunter Social media jobs Jobs in social media Altimeter Group’s list of social media consultants and agencies See this list of Corporate Social Media Strategists and Community Managers that I keep up to date
Hiring? Leave a comment
If you’re seeking candidates in the social media industry, many of them are within arms reach, feel free to leave a link to a job description (but not the whole job description, please)
Jobs for the Web Strategist- Social Media Strategist at M Booth & Associates, Inc. (New York, New York)
- Digital Group Manager/Account Director (GM/AD) at Weber Shandwick, New York (New York, New York)
- Social Media Manager at Hilton Worldwide (Dallas, Texas)
- Manager Web 2.0 at LexisNexis (New York, New York)
- Midwest or Southwest Sales Director at LiveWorld (Chicago, Illinois)
- Director of Knowledge Management at ClimateWorks (San Francisco, California)
About
Jeremiah Owyang
SF, Silicon Valley
Partner, Customer Strategy
Altimeter Group
Columnist for Forbes CMO Network
Client Disclosure Policy
Affiliations and Rankings
Connect with Jeremiah:- twitter
- friendfeed
- linkedin
- flickr
- technorati