The following will have links, sources, and dates sorted in logical orders to find key stats that you’ll need to make decisions. Additionally, I’ll link to other listings and indexes that will provide further context. My goal is to serve as an industry curator to advance our collective knowledge, research, and for my own personal understanding. If you want an overview, with three business opportunities for corporations, read the full report on the Collaborative Economy Value Chain. Please leave comments with your stats and a URL. I’ll be happy to add and credit you.
Scope: The sharing of goods, services, space, and money.
Updates: This page was last updated on Oct 25th, 2013.
Market Sizing and Economics: Stats and data on overall market size, capacity, and impact on economies.
Market Cap of Industry: “Rachel Botsman, the author of a book on the subject, says the consumer peer-to-peer rental market alone is worth $26 billion.” - The Economist, March 2013
“UK Consumer earnings from the Sharing Economy totaled £4.6 billion from May 2012 – May 2013. For comparison, US sharers are estimated to make $3.5 billion in 2013. 64% of UK adults or 32.4 million now participate in the Sharing Economy. More than 1 in 3 UK adults have participated in car sharing (36%) with a further 39% who would consider it. 36% of those who participate in the Sharing Economy do so to save or earn money (top motivator to share). ” provided to me by Benita Matofska of The People Who Share, May 2013
I suspect the following quote is referencing Rachel’s quote: “The sharing economy has an estimated $26 billion value, including online platforms that make it easy to do everything from renting out spare rooms in your home (AirBnb) to car-sharing (Zipcar), clothing swaps (ThredUP), and even sharing extra portions from home-cooked meals (Shareyourmeal, of course).” – Airbnb study, sourced in Fast Company/WSJ, May 2013
Forbes estimates “The revenue flowing through the share economy directly into people’s wallets will surpass $3.5 billion this year, with growth exceeding 25%. At that rate, peer-to-peer sharing is moving from an income boost in a stagnant wage market into a disruptive economic force.” - Forbes Jan 2013
Valuation of Startups: “Companies that provide access over ownership could generate $3.5 billion in 2013. Consumer engagement in rent/lease/borrow business models is attracting attention from both venture capitalists and technology industry veterans.” – CNBC, April 2013
Market Cap of Industry: “According to an article by Jaime Contreras in MIT Sloan Expert, collaborative consumption is a potentially $110 billion market.” - MIT Sloan, Dec 2011. Thanks to Marty Thompson for the link
People are also sharing money, and crowdfunding is on the rise: “Crowdfunding—the practice of raising funds from multiple individuals via the web—first emerged in an organized form in the low-investment environment of 2008, and has quickly grown into a multi-billion dollar industry projected to reach $5 billion this year, channeling funding to hundreds of thousands of ventures globally.” CrowdFundBeat, Oct 2013
There are many Airbnb properties in NY, chronicled here: “As of January 31, there were 19,521 unique listings in New York City on Airbnb” Hat tip Paul Papadimitriou, Skift, Feb 2014
Money Movement: Key Milestones
While there are thousands of discrete transactions happening from acquisitions, funding, to deals, here’s a few capstones:
eBay/Paypal buys Braintree (mobile payment system for Uber and Airbnb) $800m. USA Today, Sept 2013
Some of these above stats are also listed below, in greater detail.
Market Impacts to Revenue, Taxes, Waste, Loss, and Gain
Car sharing tax loss: “States would lose out on a minimum of 3.4% in annual tax revenue, or $23.4 billion in 2010 dollars.” - Fortune Magazine, June 2013
“Dmitri Vorik, president of Rainbow Cab Company in San Jose, estimates that Lyft, Uber and other ridesharing services have cut into his business by 30 percent” San Jose.com, Oct 2013
Ride service costs: “So does fellow ride-sharing company Lyft, although it does issue 1099′s for drivers who reach over $20,000 and 200 “donations” in a given year.” – Fortune Magazine, June 2013
New data looking at the impact of Uber on Boston reports: “Uber Boston: $9M of Fares in 15 Months, Barely Denting Cab Market” and “Between its October 2011 debut in Boston and January 2013, Uber collected about $9 million in “gross fares” from rides provided by more than 500 drivers, a judge’s ruling revealed Thursday. That breaks down to $600,000 of revenue per month on average, before paying drivers their considerable cut. As a percentage of the city’s market for cab rides, that’s peanuts. In its investigation of industry corruption, The Boston Globe recently estimated that the Boston-area taxi industry generated $250 million in fares last year, or almost $21 million per month on average.” Xconomy, July 2013
Airbnb on Paris Hospitality Revenue: “This framework of trust has unlocked huge value from unused bedrooms. ‘In the last 12 months in Paris, we’ve generated $240 million in economic activity,’ Chesky said.” - NYT, read full PDF, July 2013
FlightCar disrupting traditional car rental: “Zaparde also says San Francisco officials’ claim that FlightCar undercuts other rental car services isn’t accurate. That’s because FlightCar’s services is 30% to 60% cheaper, because it doesn’t maintain or own any cars. In other words, it isn’t undercutting rental car companies, because it has a totally different business (and business model). What’s the impact?” (Traditional rental car estimates of up to half of the $25 billion per year at airports, making them a major next battleground in the sharing economy.” Forbes, July 2013
SF impact headline: “Airbnb Had a $56 million Impact on San Francisco: Study.” The story said that “$56 million in total was spent by Airbnb travelers over the course of a year in San Francisco. That includes $12.7 million spent on renting that went to Airbnb hosts (not including the approximately 3% fee that Airbnb gets), plus $43.1 million spent on San Francisco businesses. That includes $11.8 million on food and beverage, $10.8 million on retail, $9.8 million on services, $5.7 million on entertainment and $4.0 million on transportation.” - Forbes, Nov 2012
Uber drops “Cab” from name on threat of fines: “Because Uber was allegedly running and marketing itself as a cab service, but without a permit, the company was threatened with fines, including $5,000 for every transaction it made. The next day, the startup dropped the word “Cab” from its name. So far, that has appeased local regulators.” - Fortune, Feb 2012
Fines: “SideCar, Lyft and Uber, another ride-sharing service, were each fined $20,000 last fall by California authorities for operating taxi services without the proper permit, and SideCar has been subjected to threats and undercover investigations in cities such as Austin and Philadelphia.” - TIME, May 2013
“New York City officials are going after short-term rentals – but only when they get complaints. In 2012 the city did 828 inspections and issued 2,239 violations for short term rentals. This year, fines for repeat offenders go up to a maximum of $25,000.″ - Forbes, Jan 2013
Advocacy and Lobbying
Peers.org launches on July 31st, 2013 with 22 members including Airbnb, Taskrabbit, Shareable and more. - Salon, July 2013
Peers.org assembles considerable signatures in legalization of Airbnb in hip LA neighborhood, Silverlake: “Within 24 hours, more than 3,000 people (90% Angelenos) signed on to support home sharing in Silver Lake. ” Peers.org Tumblr Account, Sept 2013
California’s Public Utility commission legalizes some form of car and ride sharing, this is a landmark move which influences other states. LA Times, Sept 2013
Food sharing: “40% of human food goes to waste.” - Inc Magazine, July 2013
Car Parking: “The average motorist wastes a total of 2,549 hours circling the streets searching for a space, whether it is on the school run, the local high street or a supermarket or airport car park,” “Across the UK, it takes an average of six minutes and 45 seconds to find a suitable space – but this is just the average, according to the survey by ParkatmyHouse.” - Collaborative Consumption via Telegraph, 2013
“By 2020, there will be 31 million members of car-sharing programs worldwide.” - Taskrabbit Slideshare, June 2013
A San Francisco BART subway strike left 400,000 stranded. This resulted in “Ride-sharing apps such as Lyft, Sidecar and Uber [reporting] a spike in ridership–for Sidecar 50% more drivers were on the road and there was a 40% increase in rides.” - Forbes, July 2013
Car ownership in the USA has peaked in 2006, “But in examining trends between 1984 and 2011, an UMTRI study shows the rate of vehicle ownership on a per-person, per-household and per-licensed-driver basis actually peaked years earlier in 2006.” - Scientific American, July 2013
Next generation of workers born as digital natives: “By 2025, 75 percent of the global workforce will be millennials, says the Business and Professional Women’s Foundation ” stats on Intuit article on managing millennials, sourcing Business and Professional Women’s Foundation, Intuit.com, July 2012.
The millennials are tech enabled, but lack resources boomers have: “Frequent technological contact with friends, family, and co-workers. Keep in mind the internet was not yet invented when boomers were 30 years old” and “Buying a home is not possible for many millennials because of the job situation. Boomers flocked to the housing market in their 20s and 30s.” Policy Mic, 2013.
Dan Schawbel provides 74 stats about the millennial generation ranging from work, attitudes and behaviors. Dan Schawbel, June 2013
“There are 80 million power drills in America that are used an average of 13 minutes,” says Chesky. “Does everyone really need their own drill?” New York Times, July 2013
Idle cars: “Private cars, on the other hand, sit idle 95% of the time” Techcrunch, Dec 2011
“The [market] share of new cars bought by Americans [aged] 18 to 34 dropped from 16% in 2007 to 12% last year, according to Lacey Plache, chief economist of Edmunds.com.” - Forbes, Jan 2013
Seoul, the “sharing city” of the world, outlines opportunity: “If five percent of such resident-only parking lots are shared, it is equivalent to building new parking spaces for 1,862 cars and can save 23.3 billion won.” - Korea Times, Sept 2012
Seoul, the ‘sharing city’ of the world, outlines opportunity: ““It is said Seoul is short 15,000 rooms compared to the number of travelers. If 1,000 households participate in the home-stay program, it is equivalent to establishing 20 hotels with 50 rooms each. It is also a way for retired baby boomers to earn money by making their houses available.” – Korea Times, Sept 2012
Airbnb is cost savings for tourists in San Francisco study: “For Airbnb travelers, visiting was cheaper than staying in a hotel. About 14% would not have visited if not for Airbnb. In addition, those who did use Airbnb stayed longer on average – 5.5 nights in the city – compared to hotel guests, who stayed 3.5 nights. Because they stay longer, the guests end up spending more in the city, the report found – $1,100 in total, compared to $840 for hotel guests. The average rate of an Airbnb property is $117 per night compared to $188 for hotels, the study found.” – Forbes, Nov 2012
Poverty: “The new American poor: Four in five live in danger of it.”- CNBC, July 2013
Unemployment: “Unemployment Rate Still Above 10% in 27 US Metro Areas.” – Wall Street Journal, July 2013
Human population forecasts: By 2050 there will be 9.1 billion people on planet earth, Wikipedia, sourced July 2013
Unemployment of youth: “Nearly half of unemployed Americans are under the age of 34, and half of those who are employed are working part-time jobs, which don’t require a degree” – PolicyMic, August 2013.
Over a third of millennials are living at home, due to lack of jobs: ”When the recession began in 2007, 32 percent or 18.5 million of millennials—defined as 18- to 31-year-olds—had not left the nest. Today, it is 36 percent, or 21.6 million.” also, “A driving factor: declining employment. Last year just 63 percent of young adults in that age group were employed, down from 70 percent in 2007.” The Daily Beast, Aug 2013
Facebook has 1.15 billion users, by which many sharing sites are powered. - Facebook.com July 2013.
Mobile phones are common among many humans. See ratios, such as China as 73 per 100 persons, US is 93, UK is 131, India 72. - World Bank, July 2013
Crowd Behavior and People Data: Stats and data on consumer behaviors as a result of market drivers and factors. The term “Consumer” is a misnomer, so I use “People” instead.
People Attitudes and Behaviors
“Adults under 35 are the most digitally savvy and, therefore, the most likely to have participated in sharing or renting online rather than owning. Most people (77%) see the sharing economy as a great way to save money, but among those who have actually tried it, the plurality, 36%, said their motivation was philosophical, not financial. Listing extra goods or a spare room online was seen as a way to help others and, for one in four, to promote sustainability as well.” - Fast Company/Wall Street Journal, May 2013.
People who share online, may share in the real world: “78% of participants felt that experiences they’ve had interacting with people online have made them more open to the idea of sharing with strangers.” - Shareable Magazine, 2010
Consumer forecast of sharing: “75% of participants predicted that their offline sharing will increase in the next five years. Similarly, 62% of participants either share household items casually or expressed interest in doing so.” - Shareable Magazine, (which links to a full PDF of the study) 2010
Sentiment Study: Ride and Car Sharing vs. Traditional Rental vs. Taxis. Uber wins out and is highly “Loved,” Taxis “Disliked.” - NetBase Research, July 2013
Sentiment Study: Airbnb vs. Traditional Hotels, Airbnb and OneFineStay “Loved,” - NetBase Research, July 2013
Sentiment Study: Airbnb and Hipmunk vs. traditional travel booking sites. Airbnb “Loved” over big guys. - NetBase Research, June 2013
Cookening.com, a website that enables homes to be like restaurants provided me with this data from a survey: “Question: What’s your main motivation as a host? Answers: Meeting new people 69%, Sharing my cooking skills 62%, Earning some extra money 31%”. 200 respondents of users and potential users, from Cedric Giorgi, CEO of Cookening.com via email to Jeremiah on Aug 12, 2013.
UK behaviors and attitudes: “In the UK alone, the sharing economy is estimated to be valued at £22.4bn according to research from community movement group, The People who Share. It found that 33 million Brits (65%) are already sharing, and a further 14 million (28%) would consider it. It further estimated that UK consumers currently participating in collaborative consumption benefit from £4.6bn savings and earnings.” Edie.net, August 2013.
A study was done on middle-aged Amsterdam citizens and their behaviors and attitudes around the sharing movement, “The overall results indicate that 43.8% would take part as a consumer, and 31.9% as a provider.” Collaborative Consumption, August 2013
Financial Benefits for Sellers and Hosts, The “Empowered”
Dog services: “Sabrina Hernandez, a student at San Francisco State University, charges $40 per night through Web site DogVacay to take care of dogs in her apartment. She made an average of $1,200 per month this past fall.” - Forbes, Jan 2013
Car rental: “Dylan Rogers, a Chicago sales executive, makes $1,000 a month renting his little-used BMW 6 series on RelayRides. He recently bought a Jeep Grand Cherokee and plans to also buy a Prius purely to rent, and estimates he could net $40,000 a year for his three vehicles.” - Forbes, Jan 2013
Home rental: “Nikhil Balaraman of San Francisco rents out his city bike on Liquid for $20 per day, making $50 to $100 per month.” - Forbes, Jan 2013
Home rental: “Average Airbnb Host In NYC Pockets $21,000 A Year” (and some up to $100,000). - Techcrunch, Jan 2012
Airbnb host need revenues in SF: “About 14% had an annual household income below 14% and another 27% were between $40,000 and $70,000. For these hosts, the extra income is very substantial.” Additionally, “While 59% of Airbnb hosts are employed full-time, about 20% are freelancers, 12% are employed part-time and 7% are unemployed. So, for those working freelance or part-time, Airbnb can help them stay in their apartment or home. As a measure of that, a survey found that 42% of hosts used Airbnb money for regular living expenses. Another 48% used the money for extra spending money. Separately, 56% of hosts said they used their Airbnb income for rent or mortgage.” - Forbes, Nov 2012
“Airbnb hosts made an average of $9,300 annually for listing a home and $6,900 for listing a private room or shared space.” Hosts really use Airbnb to make ends meet.” - Forbes, Nov 2012
Getaround drivers: “Meg Murray, a marketer at Getaround, said the company has more than 10,000 cars listed for rent on their platform, with the average active renter making around $350 per month, and one renter making as much as $1,300 per month.” – VentureBeat, Jan 2013
Assumption model of total income possible is $41k a year. “Renting her apartment out occasionally on Airbnb, she can make $667 per month or $8,000 per year. Doing two to three tasks per day on Taskrabbit five days a week, she can make $2,000 per month or $24,000 per year. Lyft told me driving part-time she could make $750 per month or $9,000 per year. When not using her car, she can supplement income from Getaround at $350 per month and do as needed.” - VentureBeat, Jan 2013
Uber drivers: “Bringing in upwards of $500 a day, a sum some cab drivers only make after a week’s work.” - Fortune, Feb 2012
Home based kitchens are becoming restaurants, enabling home cooks: “If you were determined enough and wanted to make two lasagna trays instead of one, you could certainly be making $50 a day, pretty easily,” Calas reasons to me, sitting in her dining room. “If you’re a mom, that’s $800 a month. That’s not insignificant to a family.” The Atlantic, August 2013
Venture Capital and Acquisitions: Overview of investments, key new board members at companies, and high level exit data from acquisitions.
Venture Capital Funding: Across 200 startups, nearly 37% have been funded at $29 million, on average. Total funding across the 200 is $2 billion. This does not include data from recent Lyft funding and additional pending Uber data. – Altimeter Group, Feb 2013
Airbnb, over $120m funding. – Crunchbase, July 2013
Lyft over $60m in total funding. – AllThingsD, May 2013
Uber over $55m in total funding. – Crunchbase, July 2013
Uber raises large round of $258 from Google Ventures with Valuation over 3B., Techcrunch, August 2013
Google invested $125 in LendingClub, peer to peer lending – NYT, May 2013
Boards: Notable board member movement:
LinkedIn CEO and investor Reid Hoffman joins Airbnb as board observer, Greylock.com, July 2013
Lending Club obtains Lawrence Summers, 71st Secretary of the Treasury and former World Bank Chief Economist on BoD. - LendingClub.com, 2012
“Getting into the share economy was the reason Avis Budget Group CAR +0.39% last month chose to pay a whopping $500 million for Zipcar, despite the fact that the pioneering, rent-by-the-hour startup generated a paltry profit of $4.7 million over the past years.” – Forbes Jan 2013
By Vertical/Sector/Industry: Specific data that don’t fit into the above categories, but are honed in on specific verticals, often supplies from specific startups. Please note, there’s also vertical specific information in the above sections that could easily fit in both areas.
Workforces on Demand
“Market Share: 1.9X compared to 2nd largest online workplace.” Jobs Posted in 2012: 1.5 million. Registered Freelancers: 3.1 million. - Odesk.com, July 2013
Elance stats: “3,426,190 Jobs Posted (Lifetime), $3,727,071,739 Lifetime Value of Jobs Posted (in USD)″, Elance.com, July 29, 2013
On Taskrabbit: “ the company has received funding totalling $37.7m to date, and now has over 13,000 background-checked TaskRabbits in 14 US cities. But progress hasn’t been plain sailing. Last month Busque, 33, confirmed the company had laid off an unspecified number of staff.” The Telegraph, August, 2013
Stats shared from an oDesk study: “$1 billion+ has been spent on oDesk alone. oDesk has more than four million registered freelancers today, and 2.6 million skills tests proving their expertise were completed in the last twelve months alone. A long tail of skills is emerging In 2007 just four categories of skills represented 90% of spend on oDesk. By 2012, 35 categories represented 90% of spend. Almost 2,400 skills were listed on oDesk in the last twelve months and this number continues to climb. ” oDesk study, August 2013
Stats shared from an oDesk study on US businesses hiring: “ More than half (58%) of businesses hiring on oDesk classify themselves as startups. The availability of “talent-as-a-service” is empowering startups everywhere, by increasing flexible access to the skills they need for growth. Last year, startups in the West did the most hiring through oDesk ($104M) while the South came in a strong second ($63M), followed by the Northeast ($43M) and the Midwest ($22M). oDesk study, August 2013
Crowdflower, with Amazon Turk, has 500,000 workers available on demand, 50% are from United States, with a wide range of workers across 190 countries. Some are paid in dollars, bitcoins and other forms. From Crowdflower Webinar, heard first hand, August 2013
Co-working, Office Sharing
“On average, four to five new co-working spaces open every single day.” - Taskrabbit Slideshare, June 2013
Liquidspace stats: “2,000+ bookable spaces available in 250 cities across the U.S. 20,000+ transactions per month.” - LiquidSpace.com, July 2013
Sharedesk stats: “more than 1,500 locations in 65 countries.” - Pando Daily, July 2013
“According to the survey, 80% of travelers are comfortable with the idea of renting someone else´s vacation home on a trip so long as the property meets their personal standards for a vacation stay and that someone is available to contact locally if needed. Additionally, almost one in three (31%) vacation property owners in the United States are eager to travel somewhere new for a change, but feel guilty not utilising their property and losing out on money spent to maintain it. Among these owners that feel guilt, almost half (47 %) would favor renting or sharing their vacation home in exchange for the ability to visit new places. ” Demeure study, Financial News, Sept 2013
“Tonight we have 140,000 people around the world staying in Airbnb rooms. Hilton has around 600,000 rooms. We will get up to 200,000 people per night by peak this summer.” Airbnb has 23,000 rooms and homes listed in New York City alone, and 24,000 in Paris. Worldwide, we have listings in 34,000 cities and 192 countries.” – New York Times, July 2013
Chinese version of Airbnb “According to Xiaozhu.com, its Series A investor Morningside has supplied nearly $10 million. Since its launch last August, Xiaozhu.com is booking 1,000 nights per day and its registered resources of over 30,000 rental spaces and 1,000 individual hosts are expanding.” SacBee, Aug 2013
Airbnb host generates, “but in leveraging his hard assets into seamless income streams, he’s generating $3,000 a month.” - Forbes, Jan 2013
“300,000 rooms were made available to rent globally via Airbnb in five years of development.” - Taskrabbit Slideshare, June 2013
Airbnb: “Last night 40,000 people rented accommodations from a service that offers 250,000 rooms in 30,000 cities in 192 countries.” - The Economist, March 2013
“Since its launch in 2008 more than 4 million people have used it – 2.5 million of them in 2012 alone.” – The Economist, March 2013
Airbnb says hosts in San Francisco who rent out their homes do so for an average of 58 nights a year, making $9,300. - The Economist, March 2013
Airbnb: “On New Year’s Eve alone, 141,000 people worldwide stayed at an Airbnb. In single-occupancy terms, that’s almost 50% more than can fit in all the rooms in all the hotels on the Las Vegas Strip. To be sure, those figures still pale next to the entire U.S. hotel industry, which according to research firm STR, sold 1 billion nights alone between January and November 2012.” - Forbes, Jan 2013
In a related way, online courses enable peers to self-teach each other, or be taught as massive scale, with or without traditional colleges, see this large collection of stats on Huffington Post by Vala Afshar, hat tip, Wendy Lea, August 2013.
Patients are sharing their time with doctors: “Since 2005, the percentage of practices offering group visits has doubled, from 6% to 13% in 2010.” HealthLand, August 2013
Transportation, Car Ride Sharing Stats
UC Berkeley studies found that one properly shared car reduces need for nine cars off road. – Sharable Magazine, 2011
Stats: “Last summer, when RelayRides was featured in TIME, the company had roughly 1,000 vehicles in its network. After acquiring Wheelz, RelayRides boasted a marketplace with “several thousand cars in more than 1,500 cities in all 50 states.” – TIME, May 2013
“Ten-year-old carpooling.com has 3.5 million members and one million people using the service every month. It’s the equivalent of 2,500 TGV trains without laying a track or building a train.” - TED, quoting Robin Grant, June 2012
“Car owners who rent their vehicles to others using RelayRides make an average of $250 a month. Some make more than $1,000.″ - The Economist, March 2013
FlightCar (parking and peer -o-peer rental): “FlightCar is still operating at SFO. The company says it has been growing quickly, at a rate of at least 40% per month, since launching in February. As of this past weekend, FlightCar has had 1,800 total listings and 2,000 rentals this month. That’s up from 1,000 listings and 1,400 rentals in mid-June. FlightCar also began operating at Boston Logan Airport in May.” - Forbes, July 2013
Lyft hits 1 million rides, 65k of the riders and drivers had mutual friends, launched in May 2011. Lyft.com, August 2013
Financial Services Stats
Peer-to-peer lending player, LendingClub: “Loans funded to date: $2,138,108,325. Loans funded last month: $158,063,125. Interest paid to investors since inception: $188,685,650.″ - Source LendingClub data, July 27, 2013
“In 2012, 2.7 billion dollars were raised via crowd funding in the United States.” - Taskrabbit Slideshare, June 2013
“Total amount lent through Kiva: $456,754,450. Kiva users: 1,461,395. Kiva users who have funded a loan: 966,663.″ - Kiva.org, July 2013
Kickstarter releases data showing $1b in funding from the crowd, – Kickstarter, March 2014
Notable Archives and Books: Collection of key archives, books, and Slideshare collections.
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.
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
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.
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.
Above: Like lightning, digital technologies jolt us with energy, the savvy will harness their energy, those who ignore, risk danger.
One Line Goal: List disruptive technologies in 2013 on one page, with your help in the comments.
The number of technologies that are creating disruptions to companies and ecosystems are increasing at an alarming rate. Even though Altimeter rated the technologies that matter from last week’s SXSW, we see even more technologies emerging on the heels of mobile world congress, and CES. Expect even more technologies to emerge, radically altering the power shift of those who use these technologies to gain power over existing institutions.
In an attempt to track and then analyze these technologies, I’ll host the following “industry index”, where I list out examples, and the community adds to it in comments. I’ve done this multiple times over previous years, which often results in discrete research projects, market definition reports, and ratings and rankings of technology vendors.
Technology that senses movement, and causes digital systems to respond. Computer interfaces and sensors will emerge causing keyboards and mice to fade away.
Leap, Kinnect and other technologies give path to a minority report experience. Eye tracking software such as Tobbi and retina tracking software even in store emerge.
A layer of information is placed on top of our reality plan, using digital glasses, empowering users to access and transmit real time digital information.
Google Glass (we’re on beta test list) will emerge and empower consumers to access Google interfaces as they traverse world.
Unlike Augmented Reality, this is an immersive experience across many senses that digital replicates sight, sound, feel.
Oculus Rift, Stanfords VR Lab (I’ve visited) provide immersive headsets that simulate a world
Also called wearable computing, these body reading sensors harvest, analyze, and provide insight to how our bodies are working.
Body API, Nike Fuel Band, Nike+, Fitbit Garmin, Runkeeper, most mobile devices track our movements.
Quantified World, Internet of Things
Technologies that capture data from around the world, cities, and nature to analyze and predict future patterns.
Open data economy, data in mobile networks and mobile devices, telematics in cars, Nest thermostat, and thousands of other sensors are actively collecting data and altering our world. hat tip Michael Fraietta for IOT reference.
Digital Screen Experiences
There are evolutions happening to digital screens, from flexible screens that can morph to anything, to digital output devices everywhere, and 3D technology.
4k resolution (higher res than HDTV), 3D TVs, flexible OLED screens
Wireless power, solar power, and efficient power sources enable transportation, devices, enable more computing, sensing, and information spread.
Powermat, Powertrekk, eCoupled provide wireless power
Drones and Automated Robots
Technology is empowering for humans to man aerial drones to also create self-driving cars, warehouse robots, and more. The impacts to business, technology, government, privacy, and warfare are just starting to surface.
ARDrone (I owned version 1), Google’s self driving car, and Amazon’s robot warehouse are just the start of the automated planet. Submission provided by Annalie Killian
Leave a comment below
These technologies will continue to arrive at an accelrated pace, while many corporations will not be able to react to these companies, there’s already a growing list of companies that are investing in physical innovation labs. I kicked off this list with 10 distinct technology sets, I look forward to reading your comments, and adding them to this list. I’ll be sure to credit those who participate.
Image Credits used with creative commons attribution by WVS
[To stay relevant with this unstoppable trend, every corporation must evaluate a business model of products as a service, marketplaces, tapping the maker movement and crowd collaboration as market behaviors shift]
This trend has some major impacts for our social understanding of commercialism, materialism, and marketing. Yesterday, I was with some young entrepreneurs who mentioned that the “American Dream is not about ownership of products, but just access to them.” Renting, borrowing, and trading to live the lifestyle they want, with no worries, is suitable for their personal and vocational lives. For example, my long-time tech contact, entrepreneur, and friend, Andrew Hyde, only owned 39 things in an attempt to simplify his life.
Recent history is littered with companies that didn’t adapt to this Collaborative Economy model. From Blockbuster to Netflix, from newspapers to Craigslist, a few were able to harness this change. Much of the media has deployed a variety of methods to curb peer-to-peer sharing. As part of my research method, I like to lean on the community to source examples and case studies. The following list contains examples of companies which have harnessed Collaborative Economy tactics to supplement their business strategy of innovation. Here’s what I see:
Collaborative Economy: List of Brands and Corporations
Right now, at the start of this list, there are five companies, all in the auto space. I’ll add to it over time, as this trend takes off.
BMW Drive NOW Premium Car Sharing by BMW i, Mini, and Sixt
Add a brand or corporation to this list, by leaving a comment below
Opportunities for Corporations; Your Business Model Will Change The brand business model will need to completely shift. My thesis is that for some retail and CPG companies to sustain, they will need to extend their business models to rent and allow for bartering. That’s right, I’m going to explore future use cases where Walmart, Macy’s, Gucci, Nordstrom, Target, Apple, BestBuy, Audi, P&G, will offer products for rent or lease –not ownership or consumption. Service based companies like Manpower, Kelly Services, HRBlock, may all need to develop methods that allow for independents to be involved in workforce, extending the model to peer to peer based services market where they take a margin cut. Even the hospitality space is impacted, expect companies like Hyatt, Marriott, Hilton, to not only rent rooms at their hotels, but to certify individual home owners houses to be rented out on second market exchanges like AirBnb or create their own market. In most radical use cases, brands may give away products for free as gifts, in expectation for donations, a promise for customers to come back later, or to receive a barter, or for no reason at all. Crazy? Not really, consumers are already doing this, and businesses must often model consumer behaviors to stay relevant. Lastly, assume there will be lots of acquisitions of startups to corporations, again, here’s my list of startups.
If you’d like to get involved with this research, please do the following: I’m an industry analyst, which means I conduct research, and publish reports, see my Body of Research to learn more.
Add to this list, by leaving comments below, of companies that are adopting Collaborative Economy strategies
Request to be interviewed in this research report, on this web form. (I’d love to interview brands, even if anonymous)
Share this post with your colleagues, clients, and executives.
(Note: If I may be so bold, Altimeter Group, where I’m a partner and owner, we practice Open Research and publish reports at no cost, rather than use a subscription model)
[Collaborative Economy Defined: A digital system that manages the coordination of buyers and sellers who offer or exchange used products and remnant services]
[Market impact: These startups enable the crowd to get what they need from each other --rather than go to corporations]
The Three Categories of Collaborative Economy Markets
Within this market, there are multiple use scenarios. Right now, we see the following three categories:
First Collaborative Market
Manufactures and business owners that are now offering products for rent or barter
BMW and Toyota have made motions to offer cars for rent from their lots – beyond selling them.
Second Collaborative Market
Often denoted as the “Used or Second Hand” market a consumer may offer to rent or lease of used products or remnant services.
Lyft allows for any consumer to act like a taxi, and pick up members of the service. Craigslist and eBay (disclosure: client) empowers the selling of used products, worldwide
Third Collaborative Market
Barter, gifting, or non-currancy exchanges of used products or remnant services.
Toyswap allows parents to exchange toys with other parents, rather than purchase products that their kids will outgrow. Giftflow encourages users to ask for what they need, then to help others in the future, paying it forward
Market Rises: Media Attention, Over $2billion in Funding There’s been remarkable media coverage on this topic as vendors like AirBnB, Lyft, Uber and TaskRabbit have gained the media’s attention. Pushbacks against this category have emerged in San Francisco, as well as in Amsterdam, as unofficial places of rent. We don’t foresee this space going down, as a cursory analysis indicates that there’s been a whopping $2 billion in venture funding across a sampling of 200 startups within this category. A spinoff from the consumer social networking category, this movement will have significant runway before true winners are determined.
Disruptions to CPG, Retail, Service Industry, and Governments There are potentially extensive disruptions for companies that create products or services. If this trend continues at the current speed and trajectory, it may force retail and product-based companies to acquire startups within this space or to offer products in their own stores for lease or barter. Furthermore, governments could be displaced if the barter economy rises. Tax revenues are diminished as people share products with no money exchanged. We’re also seeing new forms of nontraditional currency emerging, including peer-to-peer BitCoin, which is not backed by any central bank or precious metal. It’s backed by processing power.
List of 200 Companies in the Collaborative Economy Using the spirit of this space, I contacted a TaskRabbit (thanks Rachel) to conduct significant research from a variety of sources over 22.5 hours to compile a list of startups in this space. This database will be the primary source of a sample which I’ll use to parse trends and data for my upcoming report.
Update: Many of these examples and specific language were from the Collaborative Consumption Hub, to which I failed to provide full attribution (my fault) upon first publication of this piece. Please see the many resources available there, including their many service offerings.
Summary and Next Steps This trend is just getting started. Expect many traditional business models to be disrupted as these startups and large companies adopt new methods for deploying and consuming goods and services. Don’t expect more than 20% of these startups to survive, as categories will expand and collapse in the traditional innovation environment. I’ll keep a continued focus on this market trend over the coming future. Please leave a comment with your thoughts and submissions.
For many years, forward moving companies have been investing in innovation centers that are being used for companies to tap into new technologies, media,and devices. I’m seeing a growing trend of companies outside of the tech space that are investing in these types of labs, and wanted to start a list that I will maintain for a period of time. To keep things managable, here’s what I’m seeking:
List Requirements The companies that will make this list must be within the following parameters. Feel free to leave comments of others.
Corporations with over 1000 employees.
Ideally, a lab with a dedicated physical location, resources and staff.
A focus on technology and or media.
Name, URL, and location if available.
List of Corporate Innovation Labs Leave a comment below, and credit the contributor, see parameters listed above:
I’ll continue to keep this list updated for a few weeks, and will make additions as they emerge in comments. Later, we will use this data for future research, you can access my prior reports on the research page on this blog (upper tab).
Editorial Note: We’re working hard on getting this updated, please forgive me in advance if anyone is missing, I don’t mean to offend, and will update as quickly as possible from your comments. I tend to wait for submissions in comments or I ask strategists I know before putting them on this list. We’ve cleansed the 2010 list, and removed a few dozen folks who have changed career paths, or have switched companies
Jan 10th: I’ve received a few messages with questions about the scope. This list is on the ‘buyer’ or ‘brand’ side, not on the vendor side as it’s hard to manage that additional group. Given I have limited resources to manage this growing industry, I’m choosing to focus on the buyers (but that’s what I’ve always done on this blog for the last 5 years). As a result, I’ve updated the title on this blog post to indicate that, I hope it helps.
Jan 18th: Did more updates, took 1.5 hours, combing through comments and WordPress, as it sometimes withholds comments with links. It’s not complete, but a work in progress.
Jan 19th: Responded to all comments and added more folks, I think I’m caught up to date for now.
Jan 31st: Added a handful of other submissions, responded to all comments.
Feb 13th: I’ve invested a few hours updating and responded to all comments below and found additional from previous reports I’ve now added.
Feb 20th: A handful of updates, submissions are slowing down.
March 27th: Added over a dozen more folks (see comments) and added new category “Industrial” as a catch all for mining, metals, construction, and maybe agriculture as this spans many industries.
April 3: Continued updates
April 12: More updates
May 1: Continued updates, modified “Distinguished Alumni”
The Corporate Social Strategist Definition: The Corporate Social Strategist is the business decision maker for social media programs – who provides leadership, roadmap definition, and governance; and directly influences the spending on technology vendors and service agencies. While this position doesn’t exist officially by title in every corporation today, this role will become pervasive in the coming years, just as leaders who manage the corporate website have become essential. To fully understand this role, please read our research report on their role where we surveyed 140 of these roles, and interviewed over 50 professionals. (Source, Altimeter Research) On personal note, I had this role at Hitachi in 2005-2007.
Career Updates: Read the “On the Move” series where I’ve been tracking this role since 2007.
Find out more about this role: Must read analysis by Marshall Kirkpatrick who did further data analysis on these professionals. What an honor to see him build additional twitter lists, find out how they positioned themselves, and also who they follow the most!
Research Report: About the Career Path of The Corporate Social Strategist
If you want to understand the profile, spending, desires, aspirations, challenges, and future of this role, read this research report, which involved over 50 interviews and surveyed 140 corporate social strategists.
Written by Jeremiah Owyang (Customer Strategy) and Ray Wang (Enterprise Strategy), Industry Analysts at the Altimeter Group.
We’re tasked with a difficult job as industry analyst in one of the fastest emerging markets. Part of our role is to find new trends, identify their impact, and rate and rank who offers them. In the past, I did this for this listcommunity platform marketing, and the Social Media Management System market (SSMS). Despite the influx of new entrants, even a new set of features is now emerging on the industry, and I’m here to identify it now.
Situation: More social data causes a cacophony of noise
Soon your fridge, car, and house will tweet. (plants already do, and I ordered this “puppy tweets” collar so my dog can too). At work, your server, business applications, and eventually your powerpoints will emit signals as your colleagues make changes to it. The challenge is, all of this information is in different channels, and may not be aggregating to one location. To combat this deluge of information, we should expect a new feature to emerge that will aggregate all content into one locaiton and make sense of it.
[The Social Inbox Aggregator (SIA) will aggregate multiple social streams and derive signal out of noise. This will be a key feature set for Social CRM Suites]
Definition: Social Inbox Aggregator (SIA) is part of the Social CRM Suite
The primary purpose of the Social Inbox Aggregator (SIA) will be to derive signal out of social noise. This is one of the key features in the Social CRM Suite (see Altimeter’s report on Social CRM) and focus on 5Ms to see how this feature fits into mapping, management, middleware and metrics. This feature has the following functional requirements 1) It will aggregate social signals from a variety of sources into one location, 2) Allow users to organize, and view multiple sources 3) Derive signal through looking at previous behavior and predictive analytics. 4) Offer analytics and metrics to the user (optional)
List of Social Inbox Aggregators Usually when I start these lists, it starts with just a handful (there’s just 5 listed below) in the case of the community platform space, it grew to be over 100 vendors.
Friendfeed/Facebook: Friendfeeed was the early forerunner in this space, they aggregate streams from a variety of sources (including straight RSS feeds) and allow for users to organize and derive signal. They were recently acquired by Facebook, and we should expect many of these features to surface directly into the newsfeed in future iterations. Also, there’s
market rumors that Facebook will develop a web based email client, that will likely integrate private emails with social signals.
Feedera is a personal news aggregator that makes a sorted list of important tweets and other social signals like Digg, delicious and photos into your Feedera inbox.
Gmail/Buzz: Gmail’s recent addition to their social networking feature “Buzz” launched with fanfare, then great concern about privacy. Despite the rough start, they allow users to connect with their friends and aggregate in other signals, such as flickr feed, tweets, and beyond.
LinkedIn: Pulls in tweet stream, blog posts, Amazon reviews, and a variety of other data sources to generate signal.
My 6th Sense: This application (primarily on an iPhone) offers a “digital intuition” by allowing users to aggregate data streams into one location. I’ve met the CEO and he showed me how it looks at your previous behavior in order to suggest content to you.
Windows Live*: Windows Live (including hotmail) offers features that let you know “What’s new with your network”, while they don’t make it easy to add in social signals from other locations, this could be accomplished with partners like Gigya* or Janrain.
Chatter by Salesforce*: Salesforce has made nods to launch an enterprise system that will “monitor everything that matters most to you in one spot.” Expect this system to be one of the first enterprise SIA systems and will pull in feeds from AppExchange data, external signals, and derive intelligence.
Gist provides an inbox that ties in with Google Apps aiming them in the enterprise market.
Outlook: Outlook has a variety of social connectors with their product, such as Messenger, LinkedIn, and now Facebook (Mashable, July 2010)
Socialcast. This lightweight tool allows any company to have an internal Facebook. They recently launched a ‘recommended’ feature on the left nav that can prioritize signal based on the gestures of your network. While they have integration with sharepoint, they’ve yet to offer ability to pipe in other streams. Update the management team has informed me they are working with a few large brands and are integrating signals from ERM and CRM, take for example this case study on Philips.
Tibbr “It uses a similar approach to Facebook and Twitter that allows staff to “follow” each other and subscribe to specific subjects within the corporation. A key feature is that tibbr allows users to “follow” a specific subject rather than having to follow a person and see everything that they publish. (ZDNet)
Yammer. Yammer has the ability to offer enterprise microblogging features, as well as important RSS feeds. It doesn’t appear to have signal finding features, it’s currently just pulling in updates based on chronology.
Takeaway: Most Systems are Immature
Looking at these vendors, some of them have 2-4 of the required features, but none have all four. We expect this space to evolve rapidly and will conduct continued analysis and rankings. Since we’re early, we’ll hold off on detailed analysis till the feature set standardizes. Remember, in the future, there’s no difference between email systems and social networks. Expect a new feature to emerge that combines both of these data types into a new interface. Expect a SIA for your personal life, and a separate one provided by your employer at work.
If you know of others, please leave a comment below, and give justifications, we’ll link and credit you for your submission.
*Altimeter discloses our client relationships whenever possible, as a result, we hope you’ll trust us more.
Pain: Social Media Teams Are Challenged To Respond To the Distributed Conversations
I’m starting to get a few briefings and requests from strategists LaSandra Brill, about new technologies that enable social marketers to quickly manage, maintain, and conduct reporting on multiple channels. The issue of lack of scale is resonating with social strategists –as a result, the market is developing new tools that will help them manage them. This is one component of Social CRM, which if you haven’t heard about, please read the report on the 18 use cases of Social CRM. (Update: This is only one software segment in the overall Social Business Stack, which you should first understand)
Above is the full report, feel free to read, download and share.
Update: Jan 5th, 2012. After nearly two years of watching this nascent market, Altimeter has published a report segmenting the growing vendor space.
Solution: As a Result, Social Media Management Systems are Emerging
Like CMS and WMS for centralized website management, Social Media Management Systems (SMMS) empower social media teams to manage multiple distributed social channels from one location –enabling the opportunity to build deeper relationships by being in more places at once.
Definition: Social Media Management Systems are collection of procedures used to manage work flow in a disparate social media environment. These procedures can be manual or computer-based and enable the manager to listen, aggregate, publish, and manage multiple social media channels from one tool.
How it works: Three simple features In the most basic sense, these management tools do the following: 1) connect with social media channels like Facebook, Twitter, LinkedIn. 2) Allow the manager to quickly publish from one location to each of those channels, some provide ability to customize to each channel 3) Aggregate and Manage social data. The system allows the manager to see an aggregated view of what’s happening (from views to comments) and may offer some form of analytics and conversion metrics.
List of Social Media Management Systems (SMMS)
Sorted by alphabetized order by parent company, not in priority or capability.
Argyle Social: Provides features to publish and schedule, manage a social inbox, measuring tools, and white label solutions.
Awareness Networks, Social Marketing Hub an enterprise class community platform has launched their own tool that has Facebook, youtube, flickr, Twitter, and of course connect with their own community features. In particular, this is an existing enterprise class vendor (previously I’ve published thorough research report on them) which bodes well to their level of potential levels of service, support, and market viability. (they’ve briefed me)
Buddy Media: Has a set of management tools that help brands with Facebook, Twitter, and monitoring and reporting. You’ll find iterations for both brands and agencies. They have case studies from large brands and media on their site.
Conversocial: Offers solutions to help managers to plan updates and learn what type of content resonates the most with your fans and followers in social networks like Facebook and Twitter
CoTweet was recently acquired by ExactTarget. They provide Twitter integration tools, scheduling, workflow, listening tools, multiple author management, and management dashboard tools
Distributed Engagement Channel by DEC Their system offers the ability to publish content, moderate UGC submissions, and track and optimize channel performance. They also have features such as ID integration, media handling, and reporting.
Engage Sciences: Allows marketers to launch social promotions to engage customers on Facebook, Twitter, LinkedIn and corporate websites, whilst aggregating, filtering and storing streams from across the social web to allow companies to easily showcase the voices of advocates.
Engage121: This group focuses on: Enhance brand image through consistent social media messaging, Empower local outlets with social engagement tools to get started in social media, Mobilize employees as brand ambassadors, Monitor and manage permissions of thousands of local agents and franchises
Expion Expion allows large Enterprises to publish and aggregate social media conversations that can scale to hundreds of local based Facebook pages, Twitter accounts, and YouTube channels, etc. The tool has the ability to listen, publish, manage, respond, govern, and glean intelligence across these channels.
Hootsuite Integrates Facebook and LinkedIn accounts. Whereas before you could update Facebook and LinkedIn through Ping.fm functionality, things are different now. Facebook and LinkedIn accounts are treated similarly to Twitter accounts: you can create columns from these social networks, read your friends’ status updates, and update multiple Facebook accounts. Facebook integration offers in-line commenting.
Involver: Audience Management Platform provides marketers with the solution for publishing content, monitoring conversations, managing applications, and tracking performance.
MediaFunnel offers integration with Facebook and Twitter. They have several permission based workflows that include a variety of roles such as a contributor, administrators, publishers. This is not unlike traditional editorial processes used in CMS systems.
MessageMaker: A social media management system (SMMS) that lets you publish and manage targeted content across a large number of social interaction points while generating actionable intelligence.
Moderation Marketplace Provides Social Media Management and Content Aggregation solution designed to be delivered to your clients under your brand.
Mutual Mind offers brand monitoring, permission based workflow as well as reporting tools.
Objective Marketer provides managers ability to structure their messages by campaigns, features include User Management with roles and permissions and workflows, scheduled content, integration, analytics and reporting. The tell me their current client makeup is 60% Enterprises, 30% Agencies and 10% Bloggers / Independent Consultants. (in Jan 2011, Objective Marketer was acquired by Email Vision)
Postling allows for individual clients or brand to manage assets like blog, Facebook Fan Page, Twitter account, and Flickr accounts from a single management system. There is also comment aggregation as well as workflow between teams.
Seesmic. Seesmic offers support for multiple Twitter, Facebook, Linkedin, Ping.fm, Foursquare and Google Buzz accounts. Also offered on iPhone, Android wp7 and Blackberry. Languages translation support includes: English, Chinese, French, German, Japanese, Portuguese, Romanian, Spanish and more. Seesmic has received investments from Salesforce and has an integrated offering with Chatter.
Shoutlet offers a multi-user application that helps global brands, small businesses, and marketing agencies build, engage, and measure all of their social media marketing communication via one platform.
SocialVolt Provides STUDIO which is a complete social media management platform that integrates all the tools a company needs to successfully engage with their clients on the social web.
SpredFast is an up and comer who recently briefed me, this Austin based company offers the core features and claims to have a 40% enterprise customer base. They have partners with Convio, Radian6, Crimson Hexagon, Sysomos, Trackkr, IBM, Porter Novelli, Sierra Club, HomeAway. They position their product as collaborative campaign management and offer features such as scheduling content, features that integrate with events and social stream like features similar to Friendfeed. (they’ve briefed me)
Sprinklr offers social media management tools, it’s interesting their website has a strong focus on listening first, before the publication.
SproutSocial: Sprout Social brings it all together to help you listen, engage and build loyalty to grow your audience and your business.
Strongmail, a traditional email marketing platform offers platform that tracks the multi-stage sharing activity of the campaign all the way to conversion, analysis on reach, sharing activity, CT’s, feedback on Facebook fan page wall posts.
Syncapse (formerly SocialTalk) provides integration with Twitter, Facebook, WordPress and MoveableType, this management tool provides governance, workflow, scheduling and other features.
Targeted: Targeted ESP™ (Enterprise Social Port): A social media management system that is designed specifically for large enterprise networks, channel management and distribution networks. Targeted ESP™ is specifically designed to syndicate content and empower the end user while reducing the workload for corporate management. The platform allows not only the distribution of corporate-approved messaging to the local level, but also the aggregation of direct social network data and social intelligence reporting metrics.
Webtrends: Webtrends offers a solution to help marketers quickly define and execute on social marketing strategy. Solutions is offered as self and full service subscription plans to meet various social marketing needs.
Wildfire: Offers features for social sweepstakes that promote word of mouth as well as ability to manage and publish from their platform to multiple social networks, with analytics.
Retired This vendors never want to market or went into deadpool
KeenKong offers a dashboard like management tool that not only aggregates the conversation from Twitter and Facebook, but tries to make sense of it from Natural Language Processing. (Update March 2011, they have since gone stealth and never launched, hat tip to Blake for pointing this out.)
Before you jump into the market and utilize these tools, first follow this guiding principles.
Get personal with your market –avoid social media spewing: Just because you can, doesn’t mean you should. Spewing corporate content to every known social channel may make your life easier as a marketer, but could cause serious ramifications to the trust of your community. Remember that like fraternity row, each frat and sorority house has a different set of relationships, language, and interests –don’t think one type of content will fit all.
It’s the people stupid –not carpet bombing: One of the promises of social is to build meaningful relationships with customers –not apply traditional spray and pray marketing tactics. By using these tools, you could be missing out on true relationships that could be deeper, with more loyalty, and the benefits of advocacy.
Don’t get spread too thin: Being in all places at all times can mean you’re nowhere all the time. Pick your battles and remember that the needs of the LinkedIn community are far different than those of MySpace, be selective by first knowing your socialgraphics of your customer base.
Use These Tools After You’ve Developed a Social Strategy
Every technology has upsides and downsides, there are always tradeoffs. While these tools may help social strategists manage an unscalable situation — they have downsides:
Industry Insights: A Commodity Feature, With Bandwagon Appeal
Expect nearly every community platform (there are over 100) to launch these types of features, quickly followed by host of startups that specialize in this, then also the CoTweets of the world and other Twitter platforms like Seesmic to quickly get into the enterprise game. In a few quarters, expect the traditional CMS and WMS players to finally wake up and get relevant, followed by app developers in Salesforce appexchange to launch their own iterations. In the long run, this will be commodity set of features, just a check off in the overall suite of social business software but an important component of Social CRM.
If you know a vendor that offers these features, please leave a comment, I’ll take a closer look, and plan to take some briefings with some of these vendors. Note: I’m making many changes to this post, it’s being altered in near real time
As an industry watcher, I look at trends, data, spending, technologies, yet what’s really important is watching the trend of professionals as they grow into these roles managing disruptive technologies. Update: Brian Hayashi has created a spreadsheet of this with additional info –like Twitter handles. We’re staying coordinated so the data is matched, follow Brian on Twitter.
[Connecting with customers using social technologies is deceptively challenging, as most outsiders don't recognize the leadership to change internal cultural. Now, in public, let's recognize those who are paving the way]
Methodology: About this List
This 2010 list is an update from the original I started in 2008, it was woefully out of date as people moved around. This list is updated, as I’ve separated the large technology section in HW vs SW and am only linking to LinkedIn accounts.
A majority of this data is based off submissions in the 2008 post, which most which are self-submissions or from their fellow colleagues and we only link to their already public profile in LinkedIn for verification. We’ve spend days compiling this data, but due to the content ever changing, we expect there to be some inaccuracies, leave a comment if you see something that needs fixing. Thanks to Sonal Mehta a student at American University who I’ve hired helped me in this research.
Read Carefully: How to get on this List
In a world of noise, curation becomes very valuable, as a result, there are very specific requirements for this list, which include: 1) You must have a public LinkedIn profile page, as this is one of the best way to verify employment. 2) The profile indicates that social media is part of your full time employee role at the corporation–not just for personal or casual use. 3) You must work at an enterprise class corporation with more than 1000 employees, 4) Must be on brand side 5) You’ll kindly leave a comment below with the submission for review. Due to excess volume, submissions by Twitter and emails or other channels will not be included, kindly leave a comment in this centralized area below.
In an effort to keep information in a tight scope, I’m not able to include folks who are doing great work in other sectors. However, if you decide to create a list for other sectors, I’ll prominently link to it from this post. Update: Here’s a growing list for non-profits.
Sign Up For Upcoming Free Report: Skillset of the Social Media Strategist
The Altimeter Group is developing a free research report, on “Skillsets of Social Media Strategists” and will identify the attributes, backgrounds, experience of this emerging role, if you’re interested in receiving a copy, please register on this form. We will use portions of the data found in this post for the research report, so thanks for helping to update it.
Social Media Strategists at Corporations
The strategist is a program manager, who mainly focuses internally rather than being the external public face like the community manager. They are primarily responsible for resources, processes, teams, they are usually internally focused and ultimately, return on investment.
Community Managers at Corporations
The community manager is primarily externally facing, and interacts with customers as the public face of the company. They are primarily customer advocates, evangelists, bloggers, community moderators, and experts at using social technologies to communicate. We honor them every fourth Monday of January on Community Manager Appreciation Day. To keep the focus tight, this list is only of corporate community managers, and not those on contract at community platform vendors or service companies on contract.
Social Media Researchers and Social Media Product Managers at Corporations
When I started this list in 2008, I didn’t have a specific slot for researchers and product managers who are creating these products. These roles are not folks who are using the technologies for marketing, support, or other business use cases (end users) but instead are researching and creating the products that the above professionals will use in their jobs.