The Collaborative Economy enables people to get what they need from each other. Similarly, in nature, honeycombs are resilient structures that enable access, sharing, and growth of resources among a common group. Our latest version of the Honeycomb framework, Honeycomb 3.0, shows how the Collaborative Economy market has grown to include new applications in Reputation and Data, Worker Support, Mobility Services, and the Beauty Sector.
Get the Honeycomb: Register to Receive a High-Res Version
This is a market map to help you understand how every industry can benefit from the Collaborative Economy by partnering with new startups. Advance to the registration page, or click on the image below to see the larger version.
Our Research and Design Process
Honeycomb 3.0 was a large undertaking. At least 460 startups were reviewed, and 280 were chosen to be included in Honeycomb 3.0.
We researched and analyzed the impacts of new startups within the sharing economy since the publishing of Honeycomb 2.0 in December 2014 (and, before that, the original Honeycomb in May 2014). This time around, we specifically focused more on international startups, startups that are on the upswing, and those receiving a lot of funding. The goal was to take a current snapshot of the “A-list” companies in the space.
Determining which startups to include required reviewing vendors included in previous Honeycomb versions, startups included in our funding spreadsheet, the overall market, and suggestions from our network. Each startup that was considered was evaluated separately for meeting sharing economy criteria, its relevance to the market, its function, and location.
This process led to uncovering new trends in the sharing economy and establishing new categories, subcategories, and some re-organization of previously established categories. There was also some startups from previous Honeycomb versions that no longer exist or had been cannibalized, so they were removed.
Honeycomb 3.0 is not intended to be a complete market picture, as there are thousands of other startups out there. We chose those that we found best met our criteria. You can use the blank template below to fashion your own version, too.
Make Your Own Honeycomb, with this Blank Template
You can create your own honeycomb, for your specific region or industry sub-category, or simply one that’s focused on your view of the world. We’d love to share it, collaborate, and make this a resource for everyone.
Startups and Services featured in the infographic:
This inforgraphic is part of my ongoing coverage of the collaborative economy (see all posts), which is the next phase of the social business. What’s that? We’ve published a seminal report on what it means for corporations including video, slides and additional resources. Altimeter’s segmented 200 sharing startups to find out why –and how –these disruptive startups are spreading across many verticals, here’s some of the key findings:
- Excessive influx of startups in every industry. One of the findings is that there is a cambrian explosion of startups, caused by a few reasons: 1) Low cost to create startups in today’s software as a service and open source technology startup market 2) Influx of VC funding 3) A strong desire to solve the needs of sharing goods and services among people. Of course, this comes with a downside, as I see 5-15 startups in nearly every category, for examples a variation of car share ownership, shared car usage, shared car services and more being offered.
- Some startups seek to partner –or disrupt– corporations. There’s a handful of disruptive startups to corporations that are emerging, that I wanted to point out, in particular: Yerdle, which is founded by former Walmart executives, is designed to allow neighborhoods to share and gift products –rather than buy them. Relayride which has partnered with big players like GM and OnStar for distribution and access to vehicles with OnStar technology, and soon to emerge Feastly, which will enable pro-sumer chefs to enable their home kitchens to invite guests over to eat –disrupting restaurants.
- Expect many to die out –but VCs will fund accelerators who will likely succeed. So what does it mean? It means this large flood of startups means a hype market, and most will not stand the test of time. However those that receive rapid market adoption will be hunted by VCs for cash injection to further dominate their markets. I interviewed many of the startups for this research, and must aren’t ready to partner with corporations, they intend to disrupt, in order to raise their profile, funding, and value. Expect corporations to be disrupted before they adopt, just like in most technology markets.
Infographic: Collaborative Economy Startups Proliferating
Below, enjoy this infographic that summarizes just 200 of the thousands of sharing startups like AirBnb, Lyft, and a host of others, this data was taken from a list I compiled with the help of a Taskrabbit on this post here. We’ve segmented the startups by funding, use case, business model, and integration with social networking features.
In 2013, Community Managers are trending, both online, and their impact to their organizations and the customers, who they serve.
Community Managers are the most powerful group online
As professional online communicators, Community Managers are the most powerful group for 5 reasons: 1) Professionally trained 2) Access to top tools 3) Manage the largest social media accounts in world 4) Highly connected to each other, and 5) Their interactions with market are public, which resonate. I’m pleased to report that yesterday, on Jan 28th the Community Manager Appreciation tag (#CMAD) became a Twitter trending topic in at least Finland, France, and United States for over five hours.
Recognition of the Community Manager Role, Globally Known
Each year, Community Manager appreciation day grows in size and in location, this year I was stunned by the community involvement and market reaction. I heard comments that while in emerging markets there’s still justification required for the role, but within US, there’s already wide understanding and approval of this role within today’s modern company, both big and small. Last night, at the SF meetup whether or not CMs were the final decision maker for social tools and software, and depending on size of company, it could vary, however they often short-list the social business toolset for management and teams to analyze. While they often need to work with the Corporate Social Strategist, they’re internal influencers on how programs role out.
2014 CMAD Will Host A Theme to Advance the Career
Next year, in 2014, Community Manager Appreciation Day will be on Monday, Jan 27th. (It’s on the fourth monday, every Jan). We will discuss this year what the theme will be –beyond appreciation. While some markets still need awareness and justification of the role, developed markets are seeking to push the agenda and be forward moving. We’ll find a theme, announce it in Dec, and ask the industry to collectively move forward. It goes without saying, that appreciation doesn’t stop, but now that we’ve collectively raised awareness, let’s advance as one.
Here’s a wrap up of all the events that happened around the globe, and analysis on the online impact, from a number of social analytics tools. Please leave a note or URL in the comments, and I’ll update it.
Social Analytics Reports from Industry
A number of social analytics firms are running reports, I’ll cross link to all analysis and capture highlights here, it’s interesting to see the common data points and look at averages points and trends. It’s interesting that the various tools have roughly the same data frequency count.
||Provides a list of the top 1000 Community Managers
||Social graph heat maps finds influencers, see my take, see the Twitter list
|| Mid Day Capture Yields: 17.1 million impressions from 5,121 tweets… 3,096 mentions, 1,644 retweets, 381 @reply – #cmad
||Mid-day capture, not a full 24 hour run, but roughly matches other data sets
||10,004 Mentions, thanks Rich Schwerin for the URL.
||Can’t leave date range, so this report may phase out over time.
|Keyhole (report also in Spanish)
||17,548 tweets by 13,479 users
||Interesting tool. Showed hotspots in CA and NY, with Mashable as a major influencer
||16,628 Total Tweets. 8083 Total tweeters
||Shows keyword map, and analysis. Most active include jpedde, evanhamilton
||Shares that the hashtag was used 17.5K times
||Indicates most activity in United States
|NodeXL (Social Graph Analysis)
||This focused data set analyzes the interactions with the core graph during a period of time, shows Mashable at core.
||Several leaderboards on top URLs, and top tweeters, keywords used
|Salesforce Marketing Cloud (slides, also embedded below)
||24,000 conversations, most on Twitter, in English followed by Spanish
||Interesting how dominate Twitter is over FB and Blogs.
|UberVu (dashboard report)
||19k Tweets, 281 plusses on Google+, 256 posts on FB
||Interesting how the sentiment was overall good, at 43%
|| I’ll cross link
Above: UberVu has a dashboard of metrics
Above: Screenshot of Bluenod
Above Screenshot: NodeXL has a detailed visualization of the cmad social graph
Above Screenshot: Topsy
Above Screenshot, Keyhole
- There were multiple physical locations spanning SF, Boston, Atlanta, Austin, Tokyo, France, Finland, and beyond, it’s difficult to track them all.
- Online events included a 12 hour Google Hangout, I watched a few hours, learned from global CMs, see videos
- Percolate hosted an all day event in NY for CMs
- At SF’s packed event, I spotted Bill Johnston’s with this clever shirt (pic)
- Of course, some CMs get their desks decorated, or cupcakes, flowers.
- Events in DC, at LivingSocial locale (pic)
- The Online Project in Jordan had an event, complete with banners, food
Media, Press, Blogs
Voices of Community Managers, and Shout Outs!
Technology Vendors and Innovators (alpha sorted)
Collection of 2013 Community Manager Day Artifacts
Above: Yammer Community Playbook
Above: Get Satisfaction provides insights for CMs
Above: Get Satisfaction provides infographic on the Hats of a Community
Collection of CM Advice via MarketWire
Uservoice has several clever CMAD cards. Ironic empathy makes me feel ok.
SocialFresh offers a helpful infographic with demographics and salary data
Please leave a comment below of any coverage I missed, I’ll add.
Marketers, have you ever been in an agency pitch that focuses on the tool and channel and forgets about content? Or, from the other side of the table, have you ever had a client on the brand side ask you for your Twitter/FacebookPinterest strategy –but doesn’t have anything meaningful to say?
Our industry is afflicted with shiny object syndrome, a focus on the new tools, without thinking about the content that will drive it. As we mature and the tools make it easier to share information, companies need to be extra sensitive to the content that will be shared, both that’s created by the brand, and the customer.
Altimeter’s latest report by Industry Analyst Rebecca Lieb, takes that topic head on. This report had a thorough methodology that interviewed over 50 brands, agencies, vendors, and industry experts to find out how the industry is changing. The top six findings include the following trends:
- Visual information reigns supreme, from video to images to infographics.
- Mobile and location-based marketing are the second most-cited area into which marketers want to expand content initiatives.
- Marketers must manage flow and develop the ability to respond in real-time in social channels
- Bright, shiny objects, i.e. a fixation on newer channels and technologies, can distract from foundational channels, e.g. search, written content, such as blogs, and educational content, which is often essential in B2B channels.
- Budgets must increase to accommodate content channels such as video and mobile that require larger production and development investment.
- Marketers’ confidence in and reliance of content marketing is beginning to diminish their reliance on print and broadcast advertising, as well as public relations.
Marketers Confident in Future of Online Video, Social, MobileWhat does the future hold? This report offers an interesting aspiration state (Although the Red Bull case study shows some companies are doing this now) that companies who mature in this space can actually monetize their content –even if they’re not a media company. That’s right, even companies that sell soft drinks can build a lifestyle culture around their brand, and monetize the content created by their own community. This is perhaps one of the most powerful promises ever to marketers, to convert the perception of being a ‘cost center’ to a real profit center by developing a strategic content marketing plan.
Open Research: Use it, Share it, and We’ll Create More.
To learn more how companies will achieve this, read the report in the embed below. We look forward to your feedback as we track how content spreads across multiple tools, channels and mediums.
2012 Superbowl Ad Analysis: Corporate URLs still reign supreme
2012 Superbowl Ad Analysis: Less than one-third of Ads don't promote cross channel
Only the Most Advanced Companies are Conducting Social Business Holistically, Beyond Individual Silos
Only the Most Advanced Companies Are Integrating Social Data into Customer Databases
Advanced Companies are Formalizing Processes to Intake Customer Insights
What’s a crises? We did analysis on the list of social media crises aka “punkings” to find out what went wrong, why, and what should have been done.
First, a workable definition on Social Media Crises for this report: A social media crisis is an issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss.
To refine further, while crises may happen on a daily basis we wanted to focus on crises that had the actual outcomes: We categorized each crisis according to three severity levels: Level 1 is for crises that result in negative coverage in mainstream media; Level 2 is for crises that result in negative coverage in mainstream media, and a significant response or change by the company; and Level 3 is for crises that result in short-term financial impact.
Above: Social Media Crises (as defined above) are on the Rise
To make matters worse, we also saw a slight uptick from unavoidable NGO attacks against brands (like Greenepeace vs Nestle/Mattel), which is a new form of one organization and its members attacking another, causing their social media efforts to quickly be overrun from hundreds to thousands of NGO fans.
Above: Yet most can be Diminished or Averted, and Causes of Most Crises Originate from Company
Interestingly, we found that 76% of these crises could have been prevented or diminished had the brand been prepared and had proper training, staff, and processes to respond (Read the report in detail to learn more).
Above: Embedded is the report, which details the methodology, findings, and recommendations. 30k views in 24 hours on slideshare.
In this Report, Learn How Advanced Companies Prepared
Be Prepared: Companies Must Ascend the Social Business Hierarchy of Needs
What you’ll find in this report, is we found out how the advanced companies (I’d also add that many of them have experienced crises as a turning point, like Dell) used this to their advantage to spearhead internal change momentum. We found there are four common ways brands are investing in internal readiness, and we dissect their business benefits, as well as where they need to continue to invest. Here’s the full report, embedded below, you can download it from slideshare at well, there are no registration pages.
In a tribute to Maslow’s work on our individual hierarchy of needs, we noticed a pattern than companies undergo a similar growth. Companies must fulfill the requirements at the bottom of the pyramid and then layer on top of success, building each layer. To date, we found only a few companies that are getting near enlightenment, which we will feature in our upcoming work. Here’s a pattern we found from the advanced companies:
1) Foundation: First, develop a business plan and put governance in place.
2) Safety: Then, get organized by anointing a team and process to deal with crises.
3) Formation: Next, connect business units to increase coordination and reduce duplication.
4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals
5) Enlightenment: Finally, weave real-time market response into business processes and planning.
Open Research: Read it, Apply it, Spread it
The more you spread it, the easier it is for me to produce more reports. This research was 100% funded by Altimeter Group, and we are releasing it under Creative Commons so you can use it in your planning, presentations, and blog posts. You can download the report directly from Slideshare, and use the images provided below for your slides. I’ve embedded sharing buttons on the upper right side of this post, for your convenience. This six month plus research project was conducted by a team, and I’d like to thank Andrew Jones, Christine Tran, and Andrew Nguyen.
Coverage: Related Links About This Report
I’ll cross link to valuable reviews and mentions.
Press, Media, Interviews
Social Software Providers
Learn More: Upcoming Speeches and Webinars Discussing These Findings
Here’s a few upcoming locations I’ll be discussing these findings, to learn more, see my speaking page.
- Webinar with Marketing Profs, Sept 29th for Pro Members
- Keynote: Awareness Exploring Social Media Business Summit,Oct 17, 2011, Burlington, MA
- KMWorld, Nov 1-3, DC
- Keynote: Bazaarvoice London Summit, Oct 18, London
- Keynote: LeWeb, Dec 18, London
- For Immediate Release Podcast (upcoming episode)
Related Reports: Career Path of the Social Strategist, How to Budget for Social Business, Facebook Best Practices, view all research.
Update: Thanks Jon Spangler for noticing a typo, which I’ve corrected