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Four Laws of Social Business
Jeremiah OwyangAltimeter GroupMay 2010
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SMASH SUMMITT
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There are more than four. Laws can be broken, but not without
consequences. Whether a buyer or seller, abide by these to
prosper.
The thing about the laws…2
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Four Laws of Social Business3
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1) Don’t Fondle the Hammer
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Image taken by 0108dk used with Attribution as directed by Creative http://www.flickr.com/photos/0108dk/4181928709/
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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
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Socialgraphics6
Demographic
Geographic
Psychographic
Behavioral
Socialgraphic
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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
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Social Strategy Objectives8
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Focus on building the house – not the hammer
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2) Live the 80% rule
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Treat social success like launching a new product.
80% of success is getting your company ready – only 20% is about the technologies.
You can’t love your customers ‘till you love yourself first.
Get your company ready11
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Crisis response plan12
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Social media triage
Can you add value?
Evaluate the
purpose
Respond in kind & share
Thank the person
Unhappy Customer?
DedicatedComplainer
?
Comedian Want-to-
Be?
NegativePositive
Yes No
Do you want to
respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer know action taken
Are the facts
correct?
Gently correct the facts
No
No
No
Yes
Are the facts
correct?
Does customer need/deserve
more info?
Yes
Explain what is being done to
correct the issue.
Yes
Is the problem
being fixed?
Yes
Let post stand and monitor.
No
Yes
NoYes
Yes
Assess the message
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One department controls all efforts
Consistent
May not be as authentic
e.g. Ford
Centralized14
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Organic growth
Authentic
Experimental
Not coordinated
e.g. Sun
Organic15
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One hub sets rules, best practices, procedures
Business units undertake own efforts
Spreads widely around the org
Takes time
e.g. Red Cross
Coordinated16
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Similar to Coordinated but across multiple brands and units
e.g. HP
Multiple hub and spoke or “Dandelion”
17
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Each employee is empowered
Unlike Organic, employees are organized.
e.g. Dell, Zappos
Holistic or “Honeycomb”18
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Social strategist: Responsible for the overall program, including ROI
Community manager: Customer facing role trusted by customers
Roles19
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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
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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.
Customers deserve a holistic approach
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Connects the Social Web with existing CRM Systems
Enables Brands to better manage relationships• Catch leads in real time• Allow for better account management• Anticipate customer needs
Social CRM helps companies catch up
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Marketing SalesService & Support
Innovation
Collaboration
CustomerExperienc
e
2. Social Marketing Insights
3. Rapid Social
Marketing Response
4. Social Campaign Tracking
1. Social Customer Insights: The 5M’s
5. Social Event
Management
6. Social Sales
Insights
7. Rapid Social Sales Response
8. Proactive Social Lead Generation
9. Social Support Insights
10. Rapid Social
Response
11. Peer-to-Peer Unpaid
Armies
12. Innovations
Insights
13.Crowdsource
d R&D
14. Collaboration Insights
15. Enterprise
Collaboration
17. Seamless Customer
Experience
18. VIP Experience
16. Extended
Collaboration
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The 18 Use Cases of Social CRM
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Not All 18 Social CRM Use Cases are Market Ready
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4) Real time is *not* fast enough
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Used with creative commons http://www.flickr.com/photos/faikevin/3176938440/
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Evolution of the web28
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Real time is not fast enough
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Microsoft’s MVPs empowers community
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Walmart’s 11 Moms gives consumers a voice
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The Four Laws Of Social Business32
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How To Prosper33
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34
Jeremiah Owyangjeremiah@altimetergroup.co
m
web-strategist.com/blog
Twitter: jowyang
THANK YOU
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Altimeter Group is a Silicon Valley-based strategy
research and
consulting firm that provides companies with a
pragmatic
approach to disruptive technologies. We have four
areas of
focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
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