A market opportunity for the innovative entrepreneur and visionary venture capitalist, a new market, waits to be charted.
Opportunity for Enterprise Software in a New Category
I see a market opportunity and I want to get the word out to entrepreneurs and innovative brands. The number of collaborative startups that support lending, borrowing, funding, trading, or gifting of products and services is on the rise. Brands are at risk of falling behind or missing the opportunity altogether. This is a significant business opportunity for entrepreneurs and venture capitalists to create a platform that will enable brands to take advantage of this movement.
We’re more than halfway through the interviews for our next report on the Collaborative Economy and what it means to corporations. I’ll be sharing in a keynote address at Leweb. One thing is for sure: This trend is unstoppable.
Here are some early clues from our analysis of 200 startups:
- There’s been over $2 billion of funding issued. Those who have been funded have received close to $28 million each on average. These startups aren’t going away.
- We’re seeing brands starting to participate. In particular, innovative Wal-Mart is considering allowing customers to deliver products to each other in order to compete with the giant known as Amazon.
- The macro trend is societal. As consumers possess fewer resources and less land, and as population increases, we will rely more and more on trade and barter systems.
Use Cases and Scenario
The goal is to enable brands to directly rent or lend their products and services to the market or to build a community that enables its members to do so on its behalf. Imagine a branded Hyatt or Hilton version of AirBnb that rents out luxury guest rooms in a neighborhood where you are traveling, or a branded service of local talent for rent by Manpower, Kelly Services, or IBM services . Or imagine renting your neighbor’s Lexus, powered by a version of Lyft or Zipcar that’s hosted by Toyota. This trend isn’t all that new. Over six years ago, we saw the rise of branded Online Communities, which was comprised of 125 startups. Today, the leading players include Jive, Lithium and Telligent.
There are a number of features that must be included any collaborative venture in order to succeed, including an online marketplace or community presence, reputation control, ecommerce capability, APIs to connect to other programs, and an aggressive marketing plan. A professional services team for integration and implementation will be necessary, as well as strategic services to educate and provide profession-level direction . There are also opportunities for digital agencies to provide branding and content, as well as communications teams to launch and seed with ongoing media air cover.
Players that are already on the field could assemble these features rapidly. These include social commerce vendors known for ratings and reviews, such as Bazaarvoice – which already has over 50% of the retailers on their platform – or Lithium, or Jive. These are branded, community software and social management solutions that leading enterprise companies are already using. I can also foresee that the Salesforce developer ecosystem could quickly put these tools together into a platform and brand for leading companies like Burberry. I do think, because most of these players are entrenched in their current business models, that they will not pivot fast enough, so there’s room for a scrappy, early-round startup to emerge, disrupting the space.
So there you have it, from your trusty Industry Analyst. There’s a blue ocean market opportunity on the horizon, and I see zero players to date.
As vendors emerge, I’ll cross link below.
- May 29th: Bazaarvoice published the first thought piece, indicating this is an opportunity for brands. They are first-to-market with thought leadership from the social business category.
Every company is now a media company.
Content Marketing is in high demand, as every company has now realized they are media companies. In fact, our list of Content Marketing Software startups has resulted in calls from VCs, press, brands, and potential competitors. We also know, from our brand survey that Content Marketing is the top go to market priority at corporations. I frequently tell the market that social business tools, like railroad tracks, laid down the infrastructure for many corporations to now talk to the market; the challenge is, they don’t know what to say!
[As every company is now a media company, they must orchestrate content in harmony –or risk marketplace cacophony]
Above: As every company becomes a media company, they must orchestrate content in harmony.
Now, companies must organize for content strategy and marketing.
Altimeter’s latest Open Research report (use, share, and we’ll create more, see our body of research) is now available, on behalf of the analyst Rebecca Lieb, Chris Silva and Christine Tran, and include findings from over 70 interviews from across the industry. Why is this important? Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise, and makes recommendations for a holistic program.
Companies organize for content in 6 models:
- Content Center of Excellence
- Executive Steering Committee
- Editorial Board or Content Council
- Content Lead
- Cross-Functional Content Chief
- Content Department/Division
Also included in this report are: Organizational Content Requirements and a Recommendations Checklist that brands can use to become actionable, now. Here’s the report, which we hope you use:
On a side note, as research director at Altimeter, this report will become very useful to deploy as my role is to ‘conduct’ the research reports in harmony, no doubt, I’ll be leaning on Rebecca to complete this task.
Jeremiah: This was initially posted on the official Altimeter blog, which I’m now cross-posting here on Web Strategy. I’m personally proud, that our research team can come together as one unit to do this, and look at many technologies and identify broader themes as a collective. Once in a while, I pinch myself at how fun work can be, isn’t that the way it’s supposed to be? Here’s the post:
By Altimeter’s Research Team
Analysts: Susan Etlinger, Charlene Li, Rebecca Lieb, Jeremiah Owyang, Chris Silva, Brian Solis;
Consulting: Ed Terpening, Alan Webber;
Researchers: Jon Cifuentes, Jessica Groopman, Andrew Jones, Jaimy Szymanski, Christine Tran
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning. Altimeter’s research team recently convened for our annual research offsite and found over 30 disruptions and 15 trends that have emerged (see below for the full list in our Disruption Database). These disruptions and trends will affect consumers, business, government, the global economy; with accelerating speed, frequency and impact.
Four Major Business Disruptions Emerge – Business Leaders Must Prepare.
Out of these disruptions and trends, Altimeter identified four major themes that will be disruptive to business. Below is a preview of Altimeter’s four business disruption themes, with a definition and short description of each. In the coming weeks, we’ll publish a short report explaining these themes in more detail.
Everything Digital: An increasingly digital landscape – including data, devices, platforms and experiences – that will envelop consumers and businesses.
Everything Digital is the increasingly digital environment that depends on an evolving ecosystem of interoperable data, devices, platforms – experienced by people and business. It’s larger than the scope of Internet of Things, as it’s pervasive or ambient – not defined only by networked sensors and objects, but including capabilities such as airborne power grids or wireless power everywhere. Everything Digital serves as the backdrop for our next three themes.
Me-cosystem: The ecosystem that revolves around “me,” our data, and technologies that will deliver more relevant, useful, and engaging experiences using our data.
Wearable devices, near-field communications, or gesture-based recognition are just a few of the technologies that will make up an organic user interface for our lives, not just a single digital touchpoint. Digital experiences will be multiplied by new screen types, and virtual or augmented reality. Individuals who participate will benefit from contextualized digital experiences, in exchange for giving up personal data.
Digital Economies: New economic models caused by the digital democratization of production, distribution, and consumption.
Supply chains become consumption chains in this new economy as consumers become direct participants in production and distribution. Open source, social, and mobile platforms allow consumers to connect with each other, usurping traditional roles and relationships between buyers, sellers, and marketplaces. Do-it-yourself technologies such as 3D printing and replicators will accelerate this shift, while even currency becomes distributed and peer-to-peer-based. In this new economy, value shifts towards digital reputation and influence, digital goods and services; even data itself. The downside? An increasing divide between digital “haves” and the digital “have-nots.”
Dynamic Organization: In today’s digital landscape, dynamic organizations must develop new business models and ways of working to remain relevant, and viable.
Business leaders grapple with an onslaught of new technologies that result in shifting customer and employee expectations. It’s not enough to keep pace with change. To succeed, dynamic organizations must cultivate a culture, mindset, and infrastructure that enables flexibility and adaptability; the most pioneering will act as adaptive, mutable “ad-hocracies.”
Altimeter’s Disruption Database
Below are the 30 digital disruptions and 15 digital trends, which were used as the starting ground of our analysis.
- 3-D Printing and Replicators
- App Economy
- Artificial Intelligence (AI)
- Augmented Reality (Google Glass)
- Automated Life (Cars, Homes, Driving, etc.)
- Automated Robots
- Biometric Authentication (Voice/audio, fingerprint, body/eyescan, gesture, olfactory user interface Content Marketing
- Digital/Social TV vs. “Second Screen”
- Emerging Hand Held Devices / Platforms (Android, Tablet, Phablet)
- Gesture/Voice-Based Interface/Navigation / “Human as Interface”Hacking/Social Engineering and Information Security
- Haptic Surfaces (Slippery, wet, textured through electrical currents)
- Healthcare – Data and Predictive Analytics
- Human-Piloted Drones
- Hyper-Local Technology / Mobile Location / Indoor Mapping
- Internet of Nanoparticles (Embedded in bloodstream)
- MicroMedia Video
- Mobile Advertising
- Mobile Payments
- Native Advertising
- Natural Language Processing
- Near Field Communications
- Open Source / Open Data / Open Innovation
- Peer-Based Currency / Soical Currency (BitCoin)
- Proximity Based Communications
- Social Engagement Automation (Robots Respond on Twitter)
- Social Network Analysis, Graphing, and Data Science
- Social Technologies
- Touch Permeates Digital/Surfaces: TVs, Touch Advertising
- Virtual Reality / Immersive 3D Experiences
- Wearable / Embedded Technology
- Wireless Power / Electricity
- Big Data
- Collaborative Economy
- Connected Workplace
- Customer Experience
- Design/Architecture and Integration
- Data Convergence/Customer Intelligence
- Data vs Creative in the Org: New Decision Process
- Digital Ethnography or Customer Journey Mapping
- Digital Influence and Advocacy
- Evolution of the Center of Excellence
- Generation C
- Internet of Things or Internet of Everything
- Intrapreneurship, Innovation Culture, and Innovation Hubs
- Pervasive Computing
- Porous Workplace
- Privacy: Standardization and Regulation (“Beware of Little Brother”)
- Quantified Self or Human API
- The Digital Journey and Understanding Digital Signals
- The Maker Movement
- The Neuroscience of Digital Interactions
Open Research: Please Share Your Comments and Insights with Us.
There’s more to come – we’ll be sharing additional insights such as 1) top questions for businesses to ask, 2) who’s disrupted and who benefits, and 3) enabling technologies.In the meantime, we’re soliciting your comments as part of our Open Research model. Please share our themes with others, and help us answer these questions:
- What other business disruptions or trends are you seeing? Please add to this Google form and we’ll provide proper attribution.
- Which of these four business disruption themes impact your business now?
- How is your business responding to these themes, or the related disruptions and trends?
Photos from Altimeter’s Research OffsiteBelow are a couple illustrations that resulted from the discussions that took place at our research offsite:
Above Image: Altimeter synthesized these disruptions and trends, which become broader themes.
Above Image: A graphic illustration of our synthesis. Thank you to Paula Hansen who was instrumental in visually capturing our discussions in real-time.
Altimeter conducts research on new markets. Altimeter continues our coverage on Content Marketing by Rebecca Lieb (who’s working in conjunction with me on this post and coverage), researcher Jessica Groopman and our co-authored report on Converged Media (Paid, Owned, and Earned). In our research reports, we both identified the market pains, definitions, workflows, and solutions brands are and want to achieve. As part of this ongoing coverage to look at all the elements of the people, process, and technology,
Don’t buy software without a strategy. While we want to explore a list of software providers that are part of the solution. It’s important to note that these software providers are not solutions among themselves. Strategy, content goals, internal organization and often agency services are part of the broader solution set –software rarely solves everything on its own.
Details about this list. This list won’t contain the following sibling market which includes: Social Media Management System Vendors (SMMS), Marketing Automation, Converged Media, Web Content Management (thanks to Adobe’s Chris Nguyen for the reminder) software players. Also, this list was partly compiled thanks to Santiago an investor Emergence Capital, who helped to provide some of the startups for this list, they were one of the first VCs to contact me, as they’re interested in this market. Here’s but one example of how these lists become official research artifact, I started with this crowd collaborated list, which resulted in this buyer’s guide report. I may segment this list once we have a large sample.
Working Definition: Content Marketing Software systems than enable marketers to perform as digital publishers. Features often include analysis, planning, calendar, workflow, optimization, in support of publishing owned content. These tools still require services components of strategy, content planning, content production, and editorial.
Index: Content Marketing Software Vendors To start with, there are 15 vendors Leave a comment below, I’ll review and add. The descriptions are what was listed on the index page of each vendor, I edited to remove hyperbole.
- Adobe Creative Cloud: Monthly membership gives you the entire collection of CS6 tools and more for video, print, media.
- Compendium: Compendium is a content marketing platform that helps organizations capture and create original content in a branded hub for distribution to any marketing channel.
- Cadence 9: Orchestrating Content Marketing
- Contently: With tools for creating and showcasing amazing content, and by fostering connections between publisher and talent, Contently empowers storytelling that makes a difference
- CollectiveBias: Generating Content and Making an Impression (Submitted by Zena Weist)
- Curata: Easily find, organize & share relevant content for your business.
- Curation Station: Curation Station® can add value to your business, customers, employee teams, and clients by providing up-to-date content on any subject matter.
- DivvyHQ: The Spreadsheet-Free Editorial Calendar Application (Submitted by Todd Wheatland)
- Easel.ly: Create and share visual ideas online, vhemes are visual themes. drag and drop a vheme onto your canvas for easy creation of your visual idea. (Submitted by Jason Miller)
- Editorially: Write, collaborate on, and talk about a text. (Submitted by colleague Rebecca Lieb)
- Expion: Stemming from social media management system, this provider now offers planning, calendar, database, workflow and analytics.
- Graphicly: Upload & enhance your visual stories, then distribute them to the Kindle, iOS, NOOK, Facebook, Web & more. All for one low price. That’s our story. (Submitted by Joe Chernov)
- InBoundWriter: Create and manage all your content securely within the comfort of your workflow and from the freedom of any browser. (Submitted by Michael Brenner)
- Kapost: The Content Marketing Software Platform (Briefed, Marketo summit April 2013)
- Kontera: Understands web-wide “conversations” and current interest trends, and uses this information to provide actionable insights and to activate the ideal brand supporting content within Display, Mobile and Social environments. (Submitted by Josh Berman)
- Marketing.AI: Workflow, audit, and analytics applications that help B2B marketers be more successful with content they publish themselves, such as blog posts, website pages, and social media updates. (Submitted by colleague Rebecca Lieb)
- NewsCred: Content syndication and production, including, 2500+ Premium, Licensed Sources Millions of Full-Text Articles, Images & Video (Submitted by Guillaume Decugis)
- oDesk: Writing services via software platform, (Briefed, April 2013)
- OneSpot: Transform digital content into ads (Briefed, April 2013)
- Outbrain: Recommends your article, mobile and video content on your site and on premium publisher sites to expose it to highly engaged audiences.
- PaperShare: PaperShare is the real-time publishing engine that turns your content into customers.
- Percolate Percolate helps brands create content at social scale (briefed multiple times Q1, 2013)
- PublishThis: A Content Cloud Platform to discover, curate, and distribute compelling content across any digital channel. (Submitted by Todd Wheatland)
- Rallyverse: Social media marketing who combines Owned and Paid content
- Relaborate: Collaboration and semantic recommendation technology, to collect knowledge from coworkers, create content, and distribute across your site, social media channels and through email.
- Servio: Servio handcrafts web content at massive scale
- Scoop.it: Share ideas that matter on topic pages.
- Scripted: Writing on Demand, hire freelance writers. Note this is a software plaform that enables long form writing services (Briefed Q4, 2012, trailed offering)
- Shopigniter: Social Product Promotion and Commerce Solutions
- Skyword: Reach and engage your audience with original web content designed to succeed in search and social media. (Submitted by Michael Brenner)
- SnapApp: Content creation platform used by B2B brands and publishers to create over 40 kinds of content that work on mobile, the web, email and social to drive top of the funnel leads and revenue.
- SocialFlow: See the real-time conversation flow on Twitter and Facebook to capture peak audience attention for your messages (Briefed, demo account)
- Springpad: Springpad is in fact enabling social branded content for several brands (Submitted by colleague Rebecca Lieb)
- Stipple: Consumers can now explore, compare and buy products without leaving an image. (Submitted by colleague Rebecca Lieb)
- Squeeze CMM: Content Marketing Measurement tracks what content worked in what context.
- Totally Awesome: Use to understand everything about how sharing drives traffic, virality, and revenue. Spot patterns, identify valuable content and customers, and learn what works.
- Trap:it: Create captivating experiences carefully tailored for individual readers.
- Visually: Our infographics and data visualizations tell your story, drive traffic, and amplify your social media presence (briefed, 2012-2013)
- VisualRevenue: Real-time analytics solution that is designed specifically to enhance the hand of editors in data driven newsrooms. (Submitted by colleague Rebecca Lieb)
- Voraka: (aka writer in Sanskrit) is a writer management engine that manages writers, coordinates the content needs and deliverables of multiple teams, and helps in the delivery of great content regularly
- Zemanta: Is a service that helps publishers by suggesting related posts, pictures, relevant in-text links and tags you can enrich your posts in a way to get more traffic, more clicks, more recommendations and to make your posts look more attractive. (Submitted by Jason Miller)
- Zerys: Software to aid process to plan your content strategy, create an editorial calendar, and find the best possible writer for your specific needs. (Submitted by Todd Wheatland)
- Leave a comment below, I’ll review, add and credit you.
Industry Analyst Notes
- April 18 (The day after). I’ve scrubbed the many comments, FB posts, and Google+ comments. The list has gone from 15 to 27 vendors. I’m struggling with including visual presentation type vendors, as that’s going to be a much broader category that could even span Photoshop/Aviary, so I want to be careful about how far I go. The other market is content analytics, as this could span into big data vendors and beyond. I’ve made several new contacts, received a ton of new information, and am very grateful for the market feedback. We all learn together.
- April 22: I’ve updated a few more, they’re still coming, but the submissions appear to be slowing. Market set is around 30 folks, I sense at few different categories within this single segment, some high level categories are emerging in the comments.
- April 24: Colleague Rebecca asked me to add Marketing AI, Stipple, Springpad. Wow, these names are unique.
- April 30: Added 4 more, with help of Rebecca Lieb, Visual Revenue, Springpad, Editorially. Also Collective Bias (Thanks Zena). We’re struggling to manage scope, as curation toolset and analytics and CMS are creeping in. This list now has over 40 startups.
- May 7: Added in Trap:it after conferring with Rebecca.
- May 10: Added Relaborate.
- May 17: Added Expion, which is interesting as they’re the first SMMS vendor to formerly launch these tools that I’m aware of.
What should 2000 marketers know about the future of digital marketing? Thanks to Marketo, I’ve been asked to share recent research from Altimeter Group on how Paid, Owned, and Earned is converging into one single form of media live at their customer event here in San Francisco.
In this presentation, you’ll find the highlights from our recent report on Converged Media (Open Research, which you can download and share at will) and this slideshare includes a problem statement, definition, 6 real world examples, a workflow broken down into pieces, and closing remarks.
Love to hear your comments, if your brand is already converging Paid, Owned, and Earned, so we can tell your story on your success. A thank you to Jessica Groopman and Rebecca Lieb at Altimeter, who co-authored this research and content with me.
–Thanks to Danielle Naboulsi of Sundog for the write up
–CMS Wire covers the presentation, as well as Amber’s, who spoke after me.
–Additional discussion on Facebook
There was an increased set of job moves this past month, primarily
Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which I’ve been tracking since 2007.
People on the Move in the Social Business Industry:
- Nick Cifuentes joins Nike as Global director of brand Analytics Will lead the global practice for Brand Analytics. Coincidently, we’re related by marriage.
- iCrossing appoints Amanda Peters as the new head of social media for the United States, based out of New York.
- Dan Lyons, leaves RWW and now joins HubSpot
- Jerome Pineau joins Sprinklr as Director of Product Management Lead product strategy and evolution
- Cesar Castro joins Lithium Technnologies as Director, Social Strategy Consulting Cesar joined their social strategy consulting practice, focused on helping customers bridge business strategy with social media project execution.
- Michael Tippett joins HootSuite as Director, New Products Michael is joining the Leadership Team where he will lead new product development and advise on M&A initiatives.
- Steve Poppe joins Protica as Director of Marketing Marketing, Brand Building
- Matt Campion joins SocialSphere as Director of Business Development/Client Experience New biz, client services/engagements, advising clients on social media influencer strategies.
- Jon Burg joins Wibiya as Marketing Lead Lead all communications, growth and enhance social product growth.
- Dee Anna McPherson joins HootSuite as VP, Marketing. Dee Anna will be responsible for crafting and executing HootSuite’s marketing strategy, with a focus on international growth and the Pro / Enterprise market.
- Glen Kosaka joins Rignite as Vice President, General Manager Runs all business operations including marketing, sales, and service.
- Christian Glason joins Humana Inc. as Social Media Community Manager Community Manager for Enterprise Social Properties and Line of Business Social Media Marketing Consultant.
- Mark Evans joins Anametrix as Sales Director Evans will sell the Anametrix marketing analytics solution to Global 2000 companies, top publishers and digital agencies.
- Kelly Gibson joins Anametrix as Sales Director Gibson will sell the Anametrix marketing analytics solution to B2C Global 2000 companies, publishers and digital agencies.
- Joe Wasco joins Anametrix as Sales Director Wasco will sell the Anametrix marketing analytics solution to B2C Global 2000 companies, publishers and digital agencies.
- Constantin Basturea joins Accenture as Manager social business transformation, I’ve been his fan, for a number of years.
- Shannon Stairhime joins Constellation Brands as Enterprise Community Manager Promoting the use of community as an enterprise tool to create efficiencies and increase workforce collaboration
- Alan Belniak joins Staples as Senior Manager of Content Strategy Helping the company determine, articulate, and execute a content marketing strategy for multiple customer segments.
- John Schaub joins HootSuite as Director, Information Systems John will be responsible for building up and overseeing HootSuite’s Internal Information Systems team.
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