Open Research: How Complex Companies Scale Social Business

Altimeter’s latest Open Research Report (download at will, share with attribution) is embedded below. This report features how large companies have scaled social business across their enterprise. Specific case studies include:

  • Whole Foods puts local social engagement into the hands of store managers.
  • General Motors organizes for social business internally, then supports regions.
  • Amway empowers distributors yet maintains brand consistency
  • PUMA scales limited headcount for worldwide engagement

I co-authored this report with my colleague Senior Researcher, Andrew Jones, who’s been involved in several reports with me and knows the market which we cover in a detailed way, and provides unique insights. His deep understanding of the space, tireless research, and pattern analysis was key to this report being published. Please keep us both updated in your industry updates.

Scalable Social Business Tension Dynamics
The interesting thing about this research is that corporations are beyond the ‘why’ social but are now focusing on integration and tying together with all customer interactions.  We often see tension dynamics in companies across the following opposing forces:

Six Common Tension Dynamics as Companies Scale Social

Corporate vs Business Unit
Global vs Local
Consistent messaging vs Varied content
Comprehensive Software Suites vs Specialized Point Software
Individual disruptors vs Established program managers
Enterprise Deployment vs Organic social growth

Companies seeking to scale, should read this report on how advanced companies are scaling, and glean insights. Altimeter has published a number of reports from industry trends, vendor segmentations, market definition and more, and are pleased to bring a more detailed case study on how integration at scale is starting to blossom, find all my reports on the research tab. The report is embedded below:

Related Links
I’ll cross link to all coverage of this report