Les tendances du social media en 2011

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LeWeb KeynoteDecember 9, 2010

Jeremiah OwyangIndustry Analyst

Social Business Forecast: 2011 The Year of Integration

Research reveals focus on integration, staffing, advertising, and measurement.

© 2010 Altimeter Group

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1) What happened in 2010

2) What’s going to happen in 2011

3) What companies should do about it

Agenda:


2010 Overview2010 Overview


Image by Slowtron used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fuckr/91530309


Just 2 years in corporate social business, 2010 was the year of formation.


Most Social Media programs report under Marketing or Corporate Communications


Companies organize for social in 5 ways


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DECENTRALIZED

- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun

- Organic growth- Authentic- Experimental- Not coordinated- e.g. Sun


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- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford, Regulated

- One department controls all efforts- Consistent- May not be as authentic- e.g. Ford, Regulated

CENTRALIZED


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HUB AND SPOKE

- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross

- One hub sets rules and procedures- Business units undertake own efforts- Spreads widely around the org- Takes time- e.g. Red Cross


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MULTIPLE HUB AND SPOKE OR “DANEDELION”

- Similar to Coordinated but across multiple brands and units

- e.g. HP, Microsoft, Tech Giants

- Similar to Coordinated but across multiple brands and units

- e.g. HP, Microsoft, Tech Giants


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HOLISTIC OR “HONEYCOMB”

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos

- Each employee is empowered- Unlike Organic, employees are organized- e.g. Twelpforce, Zappos


Most companies organize into Hub & Spoke or Centralized

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Maturity drives Total Budget, Team Size, and Org Model

Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

Beginner/Experimental

Formalized Mature/Advanced

Average Total Budget

Average Team Size

Organizational Model

We asked 140 Corporate Social Strategists their total strategy budget, number of full-time equivalent staff dedicated to social media, and organizational model:







$66,000

Average Team Size

3.1


Centralized

37%

Corporations who are just getting started have miniscule budget and are significantly understaffed in a centralized team –this does not scale.







$66,000 $1,002,000

Average Team Size

3.1 8.2


Centralized

37%

Hub & Spoke

49%

Corporations who have formalized their programs have a cross-functional team that lead and serve many business units with a larger budget line–they may not deploy on their behalf.







$66,000 $1,002,000 $1,364,000

Average Team Size

3.1 8.2 20.8


Centralized

37%

Hub & Spoke

49%

Hub and Spoke

44%

Mature and Advanced corporations have only slightly large budgets but involve many more across the company and are formed in Hub and Spoke, and often “Dandelion”


2011 Forecast


Image by ronni44052 used with Attribution as directed by Creative http://www.flickr.com/photos/ronnie44052/2730239605


2011 is the Year of Integration


For Internal Goals In 2011, Social Strategists will focus on Measurement of ROI


We asked 140 Corporate Social Strategists: “What internal social strategy objectives will you focus most on 2011?”


Social Strategists struggle with relying on engagement data


We asked 140 Corporate Social Strategists: What measurements are most important to evaluating the success of your program?


In External ‘Go to market’ a focus will be on integrating social onto the corporate website


We asked 140 Corporate Social Strategists: “What external social strategy objectives will you focus most on 2011?”


2010-2011: Adoption of Social Business programs


We asked 140 Corporate Social Strategists their budget for 12 social business programs in 2010, and projected increases/decreases in 2011 to calculate adoption forecast:


2010-2011: Spending on Social Business programs


$278,000$160,000 $129,000 $120,000 $108,000 $98,000 $90,000 $47,000 $47,000 $37,000 $23,000 $22,000

We asked 140 Corporate Social Strategists their budget for 12 social business programs in 2010, and projected increases/decreases in 2011 to calculate adoption forecast:


2011 top spending by Company Maturity



Mature Advanced

First

Second

Third

Fourth

Fifth

We asked 140 Corporate Social Strategists their budget for 12 social business programs in 2010, and projected increases/decreases in 2011 to calculate top spending by Company Maturity in 2011:


2011 top spending by Maturity



Mature Advanced

First Staff:

$133,000Staff:

$303,000Staff:

$406,000

SecondCommunity:

$78,000Ad Spend:$204,000

Custom Tech Dev:$272,000

ThirdTraditional Agencies:

$51,000Traditional Agencies:

$162,000Boutique Agencies:

$238,000

FourthBrand Monitoring:

$42,000Community:

$126,000Community:

$198,000

FifthAd Spend:$36,000

Brand Monitoring:$108,000

Ad Spend:$195,000

A small compartment of staff will be hired, scalable branded communities, and reliance on agencies which could help with monitoring.





Mature Advanced

First Staff:

$133,000Staff:

$303,000Staff:

$406,000

SecondCommunity:

$78,000Ad Spend:$204,000





$238,000


$42,000Community:

$126,000Community:

$198,000



Ad Spend:$195,000

Teams will continue to grow, but likely stymied by true ‘engagement’ brands may throw ad dollars and campaigns in order to scale –expect few to have maturity to truly engage.





Mature Advanced

First Staff:

$133,000Staff:

$303,000Staff:

$406,000

SecondCommunity:

$78,000Ad Spend:$204,000





$238,000


$42,000Community:

$126,000Community:

$198,000



Ad Spend:$195,000

Expect the advanced to customize social media software and data, and then focus on engagement with social media agencies of record (SMAOR) –with less focus on advertising than the mature


How You Should Invest in

2011

Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875


Invest in scalable social media programs29

1) Hire correctly (Gurus/Ninjas/Samurai need not apply) and properly train for scale

2) Integrate social media on the corporate website, then aggregate and curate

3) Invest in advertising that leverages social graph

4) Build an unpaid army of advocates –get your customers to do the work for you

5) Invest in scalable systems like SCRM and SMMS

6) Learn to measure using the ROI Pyramid

Invest in scalable social media programs30


Gurus, Ninjas, and Samurai need not apply

Hire a program manager rather than a social media “hot shot.”

• Seek candidates with a track record of early technology adoption in their careers.

• Look for a corporate entrepreneur, comfortable with “calculated risks.”

An internal resource to serve the entire enterprise.

1) Hire correctly and properly train for scale31


2) Pragmatically integrate social media on the corporate website, then aggregate and curate

Source: http://www.web-strategist.com/blog/2010/05/19/slides-roadmap-for-integration-of-social-into-your-corporate-website/

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1. No social integration

2. Link away with no strategy

3. Link away but encourage sharing

4. Brand integrated in social channels

5. Aggregate discussion on site

6. Users stay on site with social log-in

7. Social log-in triggers sharing

8. Seamless integration


Advertising is the second highest social business program spend in 2010-2011 ($104,000 and $160,000)

48% of corporations plan to increase their spend in 2011

Focus on clear metrics Make ads engaging and

tie to social graph –not just banners

3) Invest in advertising that leverages social graph33

Twitter’s advertising is a combination of both earned and paid –that results in WOM


Invest in Advocacy programs – they scale

Research indicates a 5 step process

Example: Microsoft has @4000 MVPs who are nominated by peers, employees and other MVPs; MVPs write books, articles, participate in user groups, host events, and answer community questions

4) Build an unpaid army of advocates –get your customers to do the work for you

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SCRM connects the social web to your customer data bases, in 2010 to 1011 –budgets are small $19K to $37K (SCRM) but growing• Most corporations don’t know they are implementing

SCRM, as brand monitoring integrated with CRM applies

Invest in Social Media Management Systems (SMMS) to help your brands scale.• Forecast: $14K to $22K (SMMS) in 2011 spending

• Vendor short list: CoTweet, HootSuite, Sprinklr, Objective Marketer, Expion, SpredFast, or Seesmic

5) Invest in scalable systems like SCRM and SMMS

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Learn to measure correctly

Serve the right metrics to the right roles

See: The Social Media ROI Pyramid

6) Learn to measure using the ROI Pyramid36


ROI Pyramid: Roles View Provide the right metrics to the right audience. A novice

mistake is to provide ‘engagement

metrics’ to executives

Provide the right metrics to the right audience. A novice

mistake is to provide ‘engagement

metrics’ to executives


The ROI Pyramid: Metrics View

These metrics are formulas comprised

of the tier below them. Currently,

there is no industry standard.

These metrics are formulas comprised

of the tier below them. Currently,

there is no industry standard.


The ROI Pyramid: Metrics Examples (there are more)

A junior mistake is providing

‘engagement data’ to

executives –instead focus on

business metrics.

A junior mistake is providing

‘engagement data’ to

executives –instead focus on

business metrics.


The ROI Pyramid

Role: Metrics: Specific Data (examples)


1) 2010 was the read of Foundational Investments.

2) In 2011, expect to see a focus on Measurement, Integration, Staffing and Advertising.

3) Invest in Scalable Programs that leverage your crowds –1:1 dialog does not scale.

Summary41


This research is published under the spirit of Open Research, use it, reference it, and build on it.

The more you share the more we can conduct, spread it widely.

Our papers are published under non-commercial Creative Commons – you are free to use our research, with attribution to Altimeter Group.

Open Research42

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Jeremiah Owyang

Industry Analyst

[email protected]

m

web-strategist.com/blog

Twitter: @jowyang

Research team includes significant contributions from Christine Tran, and Charlene Li, Altimeter Group

Les tendances du social media en 2011

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