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Companies like Motrin suffered a brand backlash --even though they responded quickly, it wasn't enough. Learn three strategies on how companies can get ahead through 1) social personalization, 2) developing an advocacy program, and 3) investing in systems like Social CRM.
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Real Time Is *Not* Fast Enough
Jeremiah OwyangAltimeter GroupDecember 2009
For a copy of slides, send an email to [email protected]
At first, things started off “slow”
Then Real-Time Took Center Stage
Location Based
Publishing Goals
5
“Now” Seems So Yesterday.
Real Time Is *Not* Fast Enough
Jeremiah OwyangAltimeter GroupDecember 2009
For a copy of slides, send an email to [email protected]
Motrin Moms
“Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyone have a generic ibuprofen?”
“Wow, Motrin, way to mismarket. My sling is saving my life and has been for 15 months now. Have you tried carrying a baby all day?”
“I agree. NO to Motrin. Generic ibuprofen works for me! And wearing my son never gave me back pain.”
Evolution Of The Web
Asynchronous
o News siteso Press releaseso Blogs
Real-Time
o Status Updateso Chat Toolso Checkins Updates
Intention
o Schedulingo 43 Thingso Plancast
Social Network Adoption Increases
Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf
Many Industries Can’t Keep Up
Data from Altimeter’s Engagement DB
Your Site As You Know It
Your Site with Google Sidewiki
The ImpactThe Impact
•Good – and bad – opinions are online
•Customers trust each other
•Companies unable to match this growing trend.
Three Strategies to Respond
#1. Provide Social Personalization
The ImpactDevelop a Listening Strategy
•Get a listening program in
place
•Prepare for social
personalization
•Allow social features and
logins to connect to your
site
Learn with Monitoring Tools
Radian6 Enables Learning Organizations
Social Personalization
Augmented Reality Provides Contextual Information
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#2 Recruit an Unpaid Army
Advocacy Programs•Companies cannot scale to meet the
needs of the real-time web•As a result, they’re developing advocacy
programs lead by customers.
Microsoft’s Most Valuable Professional
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Walmart’s Elevenmoms
The ImpactAdvocacy Programs
•Incent through recognition –never money.
•Provide them with access to special information or events.
•Listen to their feedback –and make changes.
#3 Invest in Management Systems
The ImpactSocial CRM •Companies respond to
the real-time web by using Social CRM.
•Social Data funneled into CRM systems.
•Companies respond quicker.
Salesforce Social Tools
Lithium Social CRM
*Lithium is an Altimeter Group client.
The ImpactWhat It Means
1. Social web fuels real-time web.
2. Information is personalized, location based, and rapid
3. Companies can barely keep up with the slow-time web.
Pragmatic Next Steps
1. Personalize social technologies
2. Leverage the crowd
3. Tie social data with company data
Jeremiah OwyangAltimeter Group
[email protected]: @jowyang
Slides will be published on My Blog, and Slideshare Creative Commons License
Slide assistance by Christine Tran, Altimeter Group and Carmen Taran, Rexi Media.
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The most effective way to deal with the future is to be the one shaping it.
