social media trends for 2010

Social Media Trends for 2010

Jeremiah OwyangAltimeter GroupJan 21, 2010

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For SVAMA

© 2010 Altimeter Group

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Things are getting tougher. Companies

must move faster to keep up with the fleeting

customer, by developing procesess and systems

that will provide customers with a holistic

experience there are four trends to watch for:

Challenges ahead


Four Themes for 20103


1) Don’t Fondle the Hammer

© 2010 Altimeter Group Image taken by 0108dk used with Attribution as directed by Creative http://www.flickr.com/photos/0108dk/4181928709/


Run when you hear “Twitter Strategy or Facebook Strategy” it’s putting the cart before the horse.

Instead, focus on how you’ll understand customers.

Then choose a business objective.

First, focus on customers5


Socialgraphics6

Demographic

Geographic

Psychographic

Behavioral

Socialgraphic


1. Where are your customers online?

2. What are your customers’ social behaviors online?

3. What social information or people do your customers rely on?

4. What is your customers’ social influence? Who trusts them?

5. How do your customers use social technologies in the context of your products.

Socialgraphics asks key questions7


The Engagement Pyramid8

Curating

Producing

Commenting

Sharing

Watching


Social Strategy Objectives9


Focus on Building the House –Not the Hammer


2) Live the 80% rule



Treat social success like launching a new product

80% of success is getting your company ready --only 20% is about the technologies.

Get your company ready12


Organizational model13


Processes brand triage14

Ailment Symptom Influence Diagnosis Triage Resolution

Customer Complaining

Identifies self as customer with ailment

Can influence their immediate circle

Quickly respond, and ask “May we help?” or “I’m listening

Respond on clients’ behalf, or quickly inform them

Keep a log

Blogger Likely not a customer –but feel self-entitled

Their readers –and greater community

First, identify their history, what’s their MO?

Find the right level within a company to respond

Pull closer for briefings

Troll Anonymous, name calling

Immediate circle –and other detractors

Ignore or remove

Perhaps “cone of silence”

Monitor


Social strategist: Responsible for the overall program, including ROI

Community manager: Customer facing role trusted by customers

Roles15


3) Customers don’t care what

department you’re in

© 2010 Altimeter Group Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/


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Customer Don’t Care What Department You’re In


Now, with social tools, every employee can talk to customers and prospects.

Yet, this could create confusion with clients. New systems will be needed to centralize

data so customers have a holistic experience.

Expect to see growth in Social CRM this coming year.

Customers deserve a holistic approach

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4) Real time is *not* fast enough

© 2010 Altimeter Group Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/


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Real Time Is Not Fast Enough


These new tools are allowing content to spread around the globe in seconds, yet with these opportunities brings significant risks to brands.

Companies that respond time still can suffer from brand backlash.

Companies must learn to anticipate customer needs --or recruit an unpaid army.

Companies must anticipate22


Walmart’s 11 Moms gives consumers a voice


Asynchronous

o News siteso Press releaseso Blogs

Real-Time

o Status Updateso Chat Toolso Checkins

Updates

Intention

o Schedulingo 43 Thingso Plancast

Evolution of the web


Four Themes for 201026


Strategies to respond27

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Thank you

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Jeremiah [email protected]

m

web-strategist.com/blog

Twitter: jowyang

social media trends for 2010

Business

customers social behaviors

customers social influence

social tools

social success

social technologies

social information

social strategist

social crm