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Recording: Apply Social Across the Customer Hourglass

Categories: Social Media, WebinarPosted on September 26th, 2011

HourglassLeft: The Customer Hourglass looks at the entire customer experience –beyond the marketing funnel.

Today, 82% of marketing departments have formalized social media programs, and are just spreading to other business units such as 30% of customer support and a mere 16% of product teams have formalized programs, read the data to learn more. Yet, in our research of the corporate social strategist, we found that their desire to span across multiple business units was a career goal. Segmented primarily into marketing, social media programs must extend across the entire customer lifecycle.

To visualize how this change will occur, it’s best to follow a customer framework, rather than gear this by departmental silos. The Customer Hourglass combines both the traditional marketing funnel, and replicates it, extending to support, loyalty and innovation. While your specific hourglass may have specific needs for your B2B and B2C market, we designed this one to meet a common customer engagement.

Watch the video of a recorded webinar with Allegiance (an Altimeter client) below to see real world examples of how companies are applying these concepts today.

This entry was posted on Monday, September 26th, 2011 at 4:17 am and is filed under Social Media, Webinar. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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  • http://www.nickvalente.com/social-media-content-strategy/ Social Media Content Strategy « Nick Valente

    [...] a recent post Altimeter, the social media strategy folks, posted a great graphic on the Social Media Hour Glass. It documents the buying cycle through social media [...]

  • Jeff Hansen

    Can’t get the video to work.

  • http://web-strategist.com/blog Jeremiah Owyang

    I’m hearing that from others, I’ll check in.

  • http://web-strategist.com/blog Jeremiah Owyang

    It’s working now.  

  • http://mlcwideangle.exbdblogs.com/2011/09/28/leading-indicators-week-of-september-29/ Wide Angle » Leading Indicators – Week of September 29

    [...] Applying social across the customer hourglass [Jeremiah Owyang] [...]

  • http://www.aboutonlinedegrees.org Study Online Masters Degrees

    The video explains clearly about the impact of the social media on business. However neglecting social media as a medium of marketing will not be a wise decision.

  • http://renaissancechambara.jp/2011/09/29/links-of-the-day-%e5%9c%a8%e7%bd%91%e4%b8%8a%e6%89%be%e5%88%b0-162/ renaissance chambara | Ged Carroll – Links of the day | 在网上找到

    [...] Recording: Apply Social Across the Customer Hourglass « Web Strategy by Jeremiah Owyang [...]

  • http://marcusjpotter.wordpress.com/2011/10/01/apply-social-across-the-customer-hourglass/ Apply Social Across the Customer Hourglass « marcusjpotter

    [...] Recording: Apply Social Across the Customer Hourglass « Web Strategy by Jeremiah Owyang | Social Me…. //Useful presentation to watch, with a few useful eye openers no matter where you sit in a digital ecosystem which has customers in the mix somewhere (so that should be most of you right?) smile….. LD_AddCustomAttr("AdOpt", "1"); LD_AddCustomAttr("Origin", "other"); LD_AddCustomAttr("LangId", "1"); LD_AddCustomAttr("Autotag", "business"); LD_AddCustomAttr("Autotag", "technology"); LD_AddCustomAttr("Tag", "social"); LD_AddSlot("wpcom_below_post"); LD_GetBids(); Like this:LikeBe the first to like this post. [...]

  • http://www.egrovesys.com Web Development Services

    Social media marketing plays an vital role to popularize our brand name. Its a very easy and useful strategy to get Good result

  • http://www.Nimble.com Garick Chan

    what? no Google +1 button? How do I apply social to that “circle” of contacts then? Helps with your seo ranking too, doesn’t it? 

    (also.. unfortunately the webinar is not showing for me.. today is 10/3)

  • Aurembiaix Puigpinós

    Hello! The video is not working anymore…Could you please fix it? Thanks!

  • http://twitter.com/antoinegrillon antoine grillon

    Hi Jeremiah,

    The video seems to be down again. Tried on Chrome and Firefox and both display a blank area. Already saw it but would love to have the occasion to watch it more in details.

    Best regards,

    Antoine

  • http://www.bolderimage.com D T

    Great lead in, look forward to watch the video when its up. 

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