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Social Strategy 3/3 Webinar Recording and Slides: Getting Your Company Ready

cgseo — Thu, 15 Apr 2010 01:28:51 +0000

We finally completed our final third webinar in our social strategy trilogy. It’s been great sharing our insights and widely releasing it to the community, and I hope you enjoy this final segment. The topic? Getting your company ready internally through research, processes, organizational models, policies, resources, and more. Social strategy getting_company_ready_apr14_final View more presentations from Jeremiah Owyang . Above: Download the slides from slideshare and use as you see fit. The “crises plan” is a slide that can be customized for your needs, just provide attribution. Social Strategy: Getting Your Company Ready, by Altimeter Group from Altimeter Group on Vimeo . Above: Listen to the recording, including the presentation and attendees Q&A Love to get your feedback, was there anything we missed? Let us know if this information helped your organization, contact me anytime if you’ve questions jeremiah at altimetergroup dot com. The Social Strategy Trilogy Part 1: Socialgraphics help you to understand your customers Part 2: Developing a Social Strategy Part 3: Getting your company ready (you’re here)

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Social Strategy 3/3 Webinar Recording and Slides: Getting Your Company Ready

Social CRM Webinar Part 1: The 5Ms and Marketing Use Cases (Slides and Recording)

cgseo — Fri, 09 Apr 2010 17:44:35 +0000

The Market Took to the Social CRM Use Cases The Social CRM report by the Altimeter Group is a hit. Within 30 days it has received over 30,000 views , been touted as the “ Most Viral BtoB Report “, and brands and SCRM vendors are aligning their roadmaps in alignment with the use cases. There were over 800 registrants for the webinar, and we had nearly 300 attendees, over 135 of the registrants said they wanted to be contacted by a SCRM vendor. All of these numbers indicate that there’s interest in this new market, and we’re glad to help illuminate the pathway. Watch the Recording and Use The Slides Our belief in Open Research means we try to collaborate with the market on conducting research, then sharing a great deal of it so the market can build on top of it, improve it, and we can continue to learn. Yesterday, we hosted part 1 of the SCRM webinar series, and have made the slides and the recording available. SCRM Part 1 Slides: A Discussion on the 5Ms and Marketing Use Cases View more presentations from Jeremiah Owyang . Above: The slides, you can download on slideshare and reuse the content under creative commons Social CRM Use Cases: 5Ms and Marketing, by Altimeter Group from Altimeter Group on Vimeo . Above: The webinar recording. I apologize, my voice was a bit soft due to technical reasons however at 14 minutes in I switch headsets and it clears up. We also polled the attendees about their readiness to deploy When are you planning to invest in a Social CRM Solution? (41% of attendees responded, but this was at the end of webinar, so we don’t know how many still online.) A) Not at this time (25%) B) In the next 30 days (14%) C) In the next quarter (14%) D) In the next year (9%) E) Not sure (35%) This means that 28% of the attendees were interested in investing on Social CRM solutions. Related Resources Sign up for future SCRM webinars and other Altimeter content Read the report that started this all Join the Social CRM Pioneers Group See a list of vendors that offer SCRM Four Steps When Working with Social CRM Vendors After you’ve digested the report, and are starting to prepare for the 5Ms, approach social crm vendors with these four tips. Forward them the report. Ask them to define which use cases they currently specialize in. Ask to see a roadmap of which use cases they’ll be launching in coming quarters. Ask how they’ll work with other SCRM vendors that offer use cases that they can’t deliver.

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Social CRM Webinar Part 1: The 5Ms and Marketing Use Cases (Slides and Recording)

Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management

cgseo — Fri, 05 Mar 2010 18:02:18 +0000

18 Use Cases That Show Business How To Finally Put Customers First Social and CRM: How Companies Will Manage Their Social Relationships Over the last six months, I’ve been working closely with Ray Wang who is well known in the CRM space as an expert. Coupled with my focus on social technologies we did a deep dive on how our worlds are colliding into the trend to Social CRM. In our opening webinar when we announced our joining of the firm, we made it clear we’re looking at the holistic business, across multiple business departments –not silos or roles. Companies are unable to scale to keep up with the social phenomenon We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. For companies, real time is not fast enough. Companies need to be able to anticipate what customers are doing to say and do, in order to keep up. Although Motrin responded to angry mom’s within 24 hours –it was too slow. Companies are unable to scale to meet the needs of social. No matter how many community managers Dell and ComcastCares hires to support, they’ll never be able to match the number of customers happening. They need tools, and they need them now. Customers don’t care what department you’re in they just want their problem fixed. Dooce’s support problem with Maytag quickly became a PR nightmare –had the support group known she was an influencer (and what it means), they could have serviced her better. Above: Framework of the 18 Use Cases of Social CRM How To Use This Report: A Pragmatic Roadmap Regardless if you’re in IT or in a business unit, we wrote this to meet the needs of both groups. This architecture lays out all the possibilities (18 use cases) defines the problem and goal for each, and suggests some vendors who to watch. It’s also pragmatic, as it lays out a process on how to get started, baseline needs (listening) and what to do next. Action Items Sign up for the webinar series. This is a deep topic, and the report is only the tip of the iceberg. As we’ve done in the past, we’re going to offer a series of free webinars on this topic to explore each of the use cases in gritty details. Sign up for the webinar now , as we can only have 1000 attendees per webinar, as our last webinar had over 1100 registrants. Read then spread this report. Like open source, the Altimeter Group believes in open research, we want our ideas to grow, and others to take advantage of it. So if you found the report helpful, please forward the report to internal constituents, partners, vendors, clients, and blog it. Use it in your presentations, business plans, and roadmaps. I’ve embedded it below, and there are download features for your own use. Have an internal discussion. Evaluate your current situation at your company, then draw up which business needs need to be tackled first, use the use cases as a roadmap by mapping out which phase comes first, and which phase comes second. Learn more and join the community of pioneers. This is new territory, we don’t have all the answers, so we’ve created at group in which pioneers can learn from each other. It’s free, and the conversation has started already, jump into the group, and learn together . The Altimeter Approach Standing behind our belief in open research, the Altimeter Group wants to be part of the community, we: Involve the expert community in the research process Altimeter is unique as our partners can tightly co mingle our topic areas and see how they converge, we highlighted our vision when we joined . We seek to be stewards of community and during our six months of research we talked to way over 40 thought leaders, vendors, and companies that are approaching this space. We blogged ideas, engaged in conversations with the #scrm hash tag, and had working sessions with thought leaders like Paul Greenberg and Esteban Kolsky . We approached research in an open way, and allowed for vendors to review the report and submit back their ideas, some of which we incorporated. This effort was a group effort and included a lot of heavy lifting from Christine Tran, operations who helped to schedule countless meetings, and guidance from Charlene Li, our founder. Provide a holistic view through deep collaboration We see that worlds are converging, and we model our research the same way, through really analyzing the mixtures of our different topic areas. For example, what was interesting is that my ‘marketing-speak’ and Ray’s ‘IT Speak’ often resulted in the tower of babel. Although we were talking about the same topic, he had to translate IT and marketing speak both ways. After many puzzled looks, we embracing this, and realized that this isn’t unique to us but a sign of companies converging as a result of mass adoption of easy to share social tools. Thus, we realized this framework that could meet the needs of the various camps would be helpful, companies need to move quickly, as customers have adopted social in rapid fashion. Use open research to grow ideas We want ideas to spread, and have made the entire report available at no cost on slideshare, and put up images on flickr , we hope you use them, under creative commons licensing of Attribution -Noncommercial – Share Alike Status, we believe in open –not closed research . We’re trying a different business model, we want to involve the community of experts and publish our findings out there for everyone to benefit from, please support us by sharing it as much as possible, while we trial a new way of doing research. Update: I forgot to mention, this report was entirely funded by the Altimeter Group there were no sponsors. Also, we are open about disclosing who are clients are (providing they approve), as a result, we hope you’ll trust as more. Related links: I’ll roundup interesting links that discuss this report Ray Wang, co author has his take Dave McClure blogged his take Ray cross posted on Enterprise Irregulars Marketing Profs Daily Fix Brian Solis All Things Digital David Berkowitz posts on Marketer’s Studio Social CRM: The New Rules of Relationship Management (Download or view full screen) View more documents from Jeremiah Owyang .

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Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management

Developing a Social Strategy: Slides and Webinar Recording –Share It

cgseo — Fri, 26 Feb 2010 03:05:57 +0000

Yesterday, we had the second in a three part webinar series about social strategy, the first, which you should listen to, focuses on understanding customers though socialgraphics. The following slides and recorded webinar (a bit faint, so turn it up) are a intended as a foundation for companies of all sizes to develop a strategy based on business objectives –not the latest technology. We believe in Open Research and encourage our knowledge to become the foundation for growth of ideas, and encourage you to learn, share on your blog, and put into educational materials. Those that offer social services or technologies, should consider embedding this on their site, and using to quickly educate prospects and clients –furthering the industry forward. Attend the Final Third Webinar: Getting Your Company Ready To attend the third no cost webinar, we’re accepting registrations (we had over 1100 this second one) so please sign up . Developing A Social Strategy Webinar View more presentations from Charlene Li . If you write a review I’ll be happy to provide a link so we can hear the perspectives of those that watched, if you found the presentation helpful, please pass it on, and encourage it to spread Sharon gleaned five key points Charlene cross posted from the Altimeter blog The file is also on Dropio The tag from the event was #socialstrategy, see the Twitter discussion The next webinar, “Social Strategy: Getting Your Company Ready” will be taking place on Wednesday, April 14 from 11 am -12 pm. You can register at this link:

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Developing a Social Strategy: Slides and Webinar Recording –Share It

When Mobile and Social Merge –Welcome Michael Gartenberg

cgseo — Tue, 23 Feb 2010 18:58:56 +0000

What happens when the social web and mobile devices become synonymous? Customers will be able to access their friends opinions in real time, make decisions on the fly, and will never have an excuse to make a poor buying decision. [As mobile and the social web become one --customers are empowered to make confident buying decisions, wherever they go] Earlier this year, I was deliberate in my mentioning of investing in two key areas, Social CRM, and Mobile Social Networks . While Ray and I are nearly ready to publish our report on SCRM, I’m pleased to announce we’ve a new partner here at the Altimeteter Group focused on devices, mobile, and the intersection of social technologies. Michael Gartenberg, who stems from Jupiter and Gartner Research joins us as a partner with a focus on how customers are accessing each other in context of locations, activities, and their day to day life. In particular, I’ve been impressed with Michael for sometime, we’ve been interacting online for years, and I’ve respected his insight, and deep knowledge of the space. If you’re not familiar with the mobile space, Michael is an influencer, his insight is sought after and he’s a regular contributor at Engadget, Computerworld and SlashGear, and has published dozens of reports, blogs, and is one of the top analysts on Twitter. We’re pleased to announce Michael as part of the Altimeter founders. On a related note, we’re growing quickly, and have expanded to a new office, nearly three time the size of our previous office. While it feels empty now, but we’re anticipating growth as more clients continue come on board. I’ve posted some photos from Twitpic and also on Flickr . Related Posts Michael Gartenberg’s blog Michael’s Twitter account Charlene Li, founder of Altimeter Group, welcomes Michael Analyst expert Jonny Bentwood of Edelman notes how we’re unique Carter Lusher of Sagecircle notes that we’re investing for growth

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When Mobile and Social Merge –Welcome Michael Gartenberg

Register For Webinar: Developing a Social Strategy by Objectives

admin — Mon, 08 Feb 2010 18:11:17 +0000

Left: There are four main categories of social strategy, yet with over 20 subset objectives, which we’ll discuss at a high level.

Organizations that focus on social technologies suffer from the symptom of ‘Fondling The Hammer‘ . True social strategy stems from business objectives –not the latest technologies.

So often, companies develop social tactics based on the latest tool that’s sprung forth. Yet, so far and few in between to organizations develop an actionable plan based on business goals.

This second in our no-cost webinar series is coming up on the topic of social strategy. In the spirit of open research, we’re leading a discussion in public, and encourage you to join, learn, and share with others. Co-hosting with Charlene Li, we’ll be hosting a no-cost webinar to discussin how companies can develop a social marketing effort that meet business goals.

Although not a requirement, our sessions build off each other, read, watch, and listen to our previously recorded session, we discussed how companies should really understand their customers before entering the social space.

Register: Developing a Social Strategy by Objectives, Hosted by Altimeter Group
Date: Wednesday, February 24, 2010
Time: 11:00 AM – 12:00 PM PST

Please sign up, we’re only limited to 1000 attendees and last time we have over 800 signups. If you are unable to make the live webcast, we’ll post the full set of slides and recording on this blog and the Altimeter blog, so please subscribe. The hashtag for this event is #AltimeterWebinar, and if you’ve questions you want to pose in advance on Twitter, I’m listening and will factor in the top questions, or leave a comment below.

Time to put the hammer down, and start focusing on building that house.

Growth at Altimeter Group: Supply Chain Management, Government Innovation

admin — Tue, 26 Jan 2010 18:04:40 +0000

Two Key Additions In Growth Areas: Lora Cecere, Alan Webber
We’re pleased to announce that we’re expanding two new partners Lora Cecere (full bio), Supply Chain Management and Alan Webber (full bio), Government Innovation. Founding partner, coauthor of Groundswell, Charlene Li discusses the hires and the changes in the market. At the Altimeter Group, we’re not forced into limited topic areas, but instead look at the intersection of major themes. Each partner has a unique perspective, and we are constantly talking, sharing, and pushing our ideas by collaborating, you’re starting to see this manifest as Ray (CRM) and (Social) converge on Social CRM. We know that customers demand a holistic experience, so organizations will follow suit, here’s how our world of social technologies merges with these two new topic areas:

Supply Chain Management: Intersections with Consumers
In my area of focus, customer strategy, it’s important to expand the thinking to ‘where the customers will be’. With the rapid adoption of simple social technologies, they’ve caused great disruption to marketing, PR, media, and customer support. With customers and prospects explicitly giving off signals of what they want, don’t want, or intend to do, it gives companies the opportunity to anticipate their needs. We see this opportunity to tie these customer signals in social media and getting the right products to customers –when they need it most. So what’s next? Beyond social media marketing, or supporting customers with social technologies, an upcoming trend we see is tying social technologies with supply chain management. There are three areas where social and supply chain management start to converge:

Demand signals by empowered consumers using social and mobile technologies. As consumers indicate their demand for new products or intentions, these signals will be transmitted to companies, their distributors, and sellers to anticipate the needs of consumers. Companies can reduce their inventory, shipping, an risk of spoilage of limited shelf-life products.

Co-innovation of new products between consumers –and engineering. We’re already seeing some companies like Uservoice, SalesForce ideas power Nokia, Dell, and Starbucks to ask their customers what they want built, but we expect this trend to continue. Aside from reducing time and cost of the R&D process, companies can produce just the right amount of inventory, and benefit from an army of engaged advocates that participated in co-creation.

We’re pleased to bring on Lora Cecere from AMR, where her domain knowledge of supply chain management will cross over with many of of our areas of focus. Learn more about her on her bio on the Altimeter site, or on Twitter.

Government and Education Connect With Communities
Open government, citizen media, and social media used to organize and rebuild after a crises have all touched our lives in one way or another. Undoubtedly, government agencies are realizing the power of these tools to understanding their citizens, learning from them, and influencing them. As a result, expect disruptive technologies like mobile and social to quickly move into the government limelight, such as the TSA adopting a blog to connect with travelers.

Build better relationships with communities. We’re already seeing government organizations benefit from understanding these tools, and using during campaigning practices. As citizens have already adopted these technologies, government organizations can benefit by listening, understanding and responding to citizens using social tools.

Use social technologies to innovate programs. It’s not just about using these tools for campaigning purposes, but also improving existing programs. Take for example, San Francisco uses Twitter to located troublesome potholes, reducing the costs for city workers to find the areas to fix –instead relying on citizens to reduce costs. Expect new forms of innovation to emerge that will improve cultures and where people live.

It’s a pleasure to welcome former colleague Alan Webber from Forrester Research, who’s got a strong background on web user experience, and a focus on government innovation. Together, we’ll be crafting frameworks for government agencies, educational institutions and those that serve them on how to harness social technologies to improve their missions. Learn more about Alan from his blog, Ronin Research, his bio on the Altimeter site, or on Twitter.

Growth At the Altimeter Group
Back in late August when Ray, Debs, and myself joined Charlene, we were excited to try a new model. Now, four months later, we’ve over 40 clients on retainer relationship, that’s little over 2 companies signing on board with us per week and are about a dozen employees. We’ve previously announced new hires, recently we hired Valerie, our operations manager, who will keep the gears going as we help our clients tackle ‘wicked’ problems.

Although we’re best known for our focus on disruptive technologies like social, web and marketing, the Altimeter Group has a wider offering that expands to enterprise applications and innovating new products.

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Webinar: Socialgraphics Provides a Customer-Centric Approach to Social Strategy.

admin — Tue, 12 Jan 2010 00:41:47 +0000

Left: In the past, marketers have relied on tried and true demographics to understand customers. Now, as consumers adopt social technologies, marketers must measure socialgraphics, which indicates how they interact with each other.

Update: Get the slides and watch the webinar: Thanks for attending, with over 800 registered, we’ve now made the Slides and Recorded Webinar available.

Beware of plans or proposals that start with “Twitter Strategy” or “Facebook Strategy” Instead, they should have a “Customer Strategy” that focuses in on how customers behave –not on the ever-changing toolset. As a result, companies should first understand how their customers use social technologies before they choose the tools. Socialgraphics is how to measure how customers use social technologies, where they are online, and how it influence them in the context of the customer lifecylce.

This upcoming free webinar, suited for corporations who want to develop plans in social with confidence, will answer how to apply socialgraphics. Like demographics or psychographics, companies must now understand socialgraphics, which answers five key questions:

Socialgraphics answers five key questions:

Where are your customers online? First, find out where your customers are online, knowing which websites they are particiating at, this will reduce guessing.How to make this data actionable: Don’t aimlessly approach social networks without knowing if they are there, if they are in Hyves, Mixii, or Facebook, go there. Fish where the fish are.
What are your customers’ social behaviors online? How do they use social technologies? Do they share? Comment? Create their own content?How to make this data actionable: Which social features should you deploy. Example: if they frequently like to comment on websites, allow them to leave their comments.
What social information or people do your customers rely on? How to make this data actionable: If they rely on their friends, facilitate a marketing program that encourages customers to share with friends, this data helps with determining resource allocation on advocacy programs.
What is your customers’ social influence? Who trusts them?How to make this data actionable: If your customers are trusted by others, highlight your customers in front of their community. For example, teens may share information with each other, spreading their influence to others. Example: Walmart’s 11 Moms blogger program is a platform for customer voices.
How do customers use social in context of your products? How do customers use social technologies to learn, make decisions, and support your products and services? How to make this data actionable: Be confident in your resource allocation by understanding when customers rely on social tools or their peers in pre-sales, awareness, decision making, implementation, or support of a product.

When properly deployed, Socialgraphics, helps companies, their agency partners, and business units be more effective in their planning and deployment –reducing risk from deploying without having knowledge.

In the spirit of open research, we will make this webinar, the slides, and the overall methodology available for the public to use, under creative commons license. We hope you’ll join us. Stay tuned as we have other webinars coming soon.

Above: The Engagement Pyramid makes it easy to understand the specific behaviors of socialgraphics, making it simple to decide which technologies to deploy. Having customer understanding makes go-to-market strategy more effective.