Slides: Four Social Media Trends for Business in 2010

Companies Must Approach Social Programs In A Coordinated Effort
Many companies are enthralled by the opportunity to use social technologies to connect with customers, yet many lack a plan or coordinated effort. Additionally, things are going to get more difficult as they don’t realize that as consumers and employees rapidly adopt these tools the level of complexity increases across the organization. While it’s easy to get caught up on the specific new technologies that are constantly emerging, companies should focused on business trends and themes in 2010. In particular, companies must develop a business strategy based on customer understanding, put the baseline resources in place to get your company ready, deliver a holistic experience to customers –and build advocacy programs and anticipate customer need.

Social Media Trends for 2010

Open Research: You can download the slides from slideshare, and use with attribution for non-commercial reasons.

To Be Successful, Companies Should Focus On Four Key Trends
While there are many themes in 2010 for companies, II focused in on the four key themes companies must focus on:

1) Don’t fondle the hammer. Understand customers, focus on objectives, not develop strategies based on ever-changing tools. Companies really need to understand their customers first, see our recorded webinar to learn more.
2) Live the 80% rule. This is a movement: get your company ready. 80% of success is getting the right organizational model, roles, processes, stakeholders, and teams assembled –only 20% should be focused on technology.
3) Customers don’t care what department you’re in. Customers just want their problem fixed, they don’t care what department you’re in. Yet, now, nearly every department can have a direct relationship with your customers using social tools. As a result, provide customers with a holistic experience Start to investigate how brand monitoring, community tools and CRM systems are merging.
4) Real time is *not* fast enough. Companies cannot scale when it comes to social media, for most companies, you cannot hire enough people to monitor and respond to the conversation, As a result, lean on advocates, by building unpaid armies, and anticipate customer needs through advanced listening techniques.

This event was hosted last night at the Silicon Valley American Marketing Association nice redesign, and hosted by Adobe (disclosure: an Altimeter client). I was later joined by Jeannette Gibson, social media executive of global marketing at Cisco, Ed Terpening, VP of Social Media at Wells Fargo, Maria Povermo, leading Social Media in Marketing at Adobe, and Rob Fuggetta of Zuberance to have a lively panel on how they are using these technologies. The event was recorded, I’ll add a link as soon as it becomes available.

Translations
Text translations now in Japanese

134 Replies to “Slides: Four Social Media Trends for Business in 2010”

  1. Hi Jeremiah – Great post. 360-degree Knowledge about customers – particularly in complex B2B environments – technology, financial and professional services, complex manufacturing, etc. – will enable employees to understand the environment before they chat with customers in social media settings – and these 360s should include pulls from social media sites. You can see a recent webinar about these views on the Technology Services Industry Association website at http://www.thesspa.com/webcasts/index.asp.

  2. Hi Jeremiah – Great post. 360-degree Knowledge about customers – particularly in complex B2B environments – technology, financial and professional services, complex manufacturing, etc. – will enable employees to understand the environment before they chat with customers in social media settings – and these 360s should include pulls from social media sites. You can see a recent webinar about these views on the Technology Services Industry Association website at http://www.thesspa.com/webcasts/index.asp.

  3. “Understanding customers” – point 1: powerful. Well said. And “Customers don't care what department you're in,” hits the hammer on the nail. This is where banks, public services and others can learn from supermarkets such as Walmart/Asda; never mind in which aisle you are (both in-store and online) the assistant will walk you to where you want to be.

  4. “Understanding customers” – point 1: powerful. Well said. And “Customers don't care what department you're in,” hits the hammer on the nail. This is where banks, public services and others can learn from supermarkets such as Walmart/Asda; never mind in which aisle you are (both in-store and online) the assistant will walk you to where you want to be.

  5. Hi, Jeremiah, how to manage social media is a huge topic for universities and nonprofits, and your focus will help with priority-setting. Thanks for helping “keep it simple.” I recently wrote about these challenges from recent studies and my own experiencing counseling these institutions on their integrated communications strategies.http://bit.ly/4ObEnx

  6. Hi, Jeremiah, how to manage social media is a huge topic for universities and nonprofits, and your focus will help with priority-setting. Thanks for helping “keep it simple.” I recently wrote about these challenges from recent studies and my own experiencing counseling these institutions on their integrated communications strategies.http://bit.ly/4ObEnx

  7. Jeremiah,
    Terrific slideshow. I am really intrigued by Theme # 4, specifically: “lean on advocates, by building unpaid armies, and anticipate customer needs through advanced listening techniques.” I'm curious as to which advanced techniques you are referring to.
    VMR has been evaluating and blogging extensively with monitoring providers (from Radian6, ScoutLabs, Sysomos, Jodange, etc) at our blog pertaining to our options for social media monitoring and we'd appreciate any insight you'd care to share pertaining to the criteria companies should be looking at to make their social media monitoring technology and agency partnership decisions.
    Thanks again!
    Hugh

  8. I love the analogy of fondling the hammer, and especially the slide where you say that you should run when you hear 'Twitter strategy' or 'Facebook strategy.' If a client says they want this or an agency/consultant mentions it, what they are really talking about is a 'tactical plan' for these networks. Thanks for the reminder on this.

    Also, thanks for the webinar yesterday! I hope it gets some serious attention.

    @brandon101

  9. I love the analogy of fondling the hammer, and especially the slide where you say that you should run when you hear 'Twitter strategy' or 'Facebook strategy.' If a client says they want this or an agency/consultant mentions it, what they are really talking about is a 'tactical plan' for these networks. Thanks for the reminder on this.

    Also, thanks for the webinar yesterday! I hope it gets some serious attention.

    @brandon101

  10. I enjoyed very much your article/preseentation. CRM Tools will be very intresting to learn. I use to work with Siebel on Call Center it was a great CRM Tool.
    Cheers,

  11. I enjoyed very much your article/preseentation. CRM Tools will be very intresting to learn. I use to work with Siebel on Call Center it was a great CRM Tool.
    Cheers,

  12. Pingback: 4 Social Media Trends for Business in 2010 | pamorama

  13. Thanks for the 4 Key Trends Jeremiah. I like the #2 Focus the most, and with the 20% go find the team that has the best technology.

  14. Thanks for the 4 Key Trends Jeremiah. I like the #2 Focus the most, and with the 20% go find the team that has the best technology.

  15. Hi Jeremiah – Great post. 360-degree Knowledge about customers – particularly in complex B2B environments – technology, financial and professional services, complex manufacturing, etc. – will enable employees to understand the environment before they chat with customers in social media settings – and these 360s should include pulls from social media sites. You can see a recent webinar about these views on the Technology Services Industry Association website at http://www.thesspa.com/webcasts/index.asp.

  16. “Understanding customers” – point 1: powerful. Well said. And “Customers don't care what department you're in,” hits the hammer on the nail. This is where banks, public services and others can learn from supermarkets such as Walmart/Asda; never mind in which aisle you are (both in-store and online) the assistant will walk you to where you want to be.

  17. Hi, Jeremiah, how to manage social media is a huge topic for universities and nonprofits, and your focus will help with priority-setting. Thanks for helping “keep it simple.” I recently wrote about these challenges from recent studies and my own experiencing counseling these institutions on their integrated communications strategies.http://bit.ly/4ObEnx

  18. Pingback: @beccataylor™s Follow Friday roundup 1/22 « Communication Matters

  19. I love the analogy of fondling the hammer, and especially the slide where you say that you should run when you hear 'Twitter strategy' or 'Facebook strategy.' If a client says they want this or an agency/consultant mentions it, what they are really talking about is a 'tactical plan' for these networks. Thanks for the reminder on this.

    Also, thanks for the webinar yesterday! I hope it gets some serious attention.

    @brandon101

  20. I enjoyed very much your article/preseentation. CRM Tools will be very intresting to learn. I use to work with Siebel on Call Center it was a great CRM Tool.
    Cheers,

  21. Thanks for the 4 Key Trends Jeremiah. I like the #2 Focus the most, and with the 20% go find the team that has the best technology.

  24. Pingback: Slides: Four Social Media Trends for Business in 2010 « Web … | Seo Curacao

  31. We've all had frustrating experiences being 'handed off' to other departments in the past, now, customers won't just vent to their immediate family, they'll tell the whole world.

  32. We've all had frustrating experiences being 'handed off' to other departments in the past, now, customers won't just vent to their immediate family, they'll tell the whole world.

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  36. Thanks for this post. In the past two days I've been in meetings with two groups, one members of a nonprofit org board and the other, the marketing people at a school, who either have (the school has 9 Facebook pages) or want to (we've got to have FB and Twitter!) just jump in with a bunch of hammers. It stops them in their tracks when you ask “What do you want to achieve,” etc. Your 80 percent rule; 80-20 breakdown; makes total sense.

  37. Thanks for this post. In the past two days I've been in meetings with two groups, one members of a nonprofit org board and the other, the marketing people at a school, who either have (the school has 9 Facebook pages) or want to (we've got to have FB and Twitter!) just jump in with a bunch of hammers. It stops them in their tracks when you ask “What do you want to achieve,” etc. Your 80 percent rule; 80-20 breakdown; makes total sense.

  40. We've all had frustrating experiences being 'handed off' to other departments in the past, now, customers won't just vent to their immediate family, they'll tell the whole world.

  43. Thanks for this post. In the past two days I've been in meetings with two groups, one members of a nonprofit org board and the other, the marketing people at a school, who either have (the school has 9 Facebook pages) or want to (we've got to have FB and Twitter!) just jump in with a bunch of hammers. It stops them in their tracks when you ask “What do you want to achieve,” etc. Your 80 percent rule; 80-20 breakdown; makes total sense.

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  46. I appreciate your support of the idea that “80% of success is getting the right organizational model, roles, processes, stakeholders, and teams assembled”. We certainly hear a lot more about the tools, then the thinking about customers, and the plans to really think deeply about their needs.

    I'm curious to know how you think community tools and CRM systems are merging – have you written about this already? Thanks for the continually thoughtful blog. @johnwhalen

  47. I appreciate your support of the idea that “80% of success is getting the right organizational model, roles, processes, stakeholders, and teams assembled”. We certainly hear a lot more about the tools, then the thinking about customers, and the plans to really think deeply about their needs.

    I'm curious to know how you think community tools and CRM systems are merging – have you written about this already? Thanks for the continually thoughtful blog. @johnwhalen

  48. Pingback: Business Presentation Part 2 of 3 | Presentation Skills

  49. I appreciate your support of the idea that “80% of success is getting the right organizational model, roles, processes, stakeholders, and teams assembled”. We certainly hear a lot more about the tools, then the thinking about customers, and the plans to really think deeply about their needs.

    I'm curious to know how you think community tools and CRM systems are merging – have you written about this already? Thanks for the continually thoughtful blog. @johnwhalen

  50. Nice deck. I am not too sure that I entirely agree with your 3rd point. While consumers may not care who they are talking to, it does have a tremendous impact when they are put in direct touch with the individuals that are responsible. I have seen this 1st hand when I was at eBay and put sellers in direct communication with people who were in charge of some of the selling tools. Providing that insight where others may not be able to is invaluable to consumers – from a BtoC side of things at least

    Mike

    ps – I am also using the graphic in slide 20 – but for a different reason

  51. Nice deck. I am not too sure that I entirely agree with your 3rd point. While consumers may not care who they are talking to, it does have a tremendous impact when they are put in direct touch with the individuals that are responsible. I have seen this 1st hand when I was at eBay and put sellers in direct communication with people who were in charge of some of the selling tools. Providing that insight where others may not be able to is invaluable to consumers – from a BtoC side of things at least

    Mike

    ps – I am also using the graphic in slide 20 – but for a different reason

  52. Pingback: Did You Make Any Social Media Resolutions for 2010? | MarketingProfs Daily Fix Blog
  53. Pingback: Social media trends for business in 2010 / we are social

  54. Nice deck. I am not too sure that I entirely agree with your 3rd point. While consumers may not care who they are talking to, it does have a tremendous impact when they are put in direct touch with the individuals that are responsible. I have seen this 1st hand when I was at eBay and put sellers in direct communication with people who were in charge of some of the selling tools. Providing that insight where others may not be able to is invaluable to consumers – from a BtoC side of things at least

    Mike

    ps – I am also using the graphic in slide 20 – but for a different reason

  56. Hey Mike, glad you're going to use the slides.

    I think we agree, but you may be taking the point to literally. The point is that companies must provide a holistic experience to customers –and put the right information, and employees and departments in front of the customers as needed on demand.

  57. Hey Mike, glad you're going to use the slides.

    I think we agree, but you may be taking the point to literally. The point is that companies must provide a holistic experience to customers –and put the right information, and employees and departments in front of the customers as needed on demand.

  60. Pingback: Social Media Organisation in Unternehmen - FOLDEN eMarketing

  61. Hey Mike, glad you're going to use the slides.

    I think we agree, but you may be taking the point to literally. The point is that companies must provide a holistic experience to customers –and put the right information, and employees and departments in front of the customers as needed on demand.

  63. Pingback: Top Trends and Predictions for 2010 « Technical and Marketing Communication: Content for a Convergent World

  64. Jeremiah,
    thanks for the interesting slides. How can you argue that all of it is a movement and not just a hype? There are people saying twitter will end in the same irrelevance like second life. And regarding the 90-9-1 rule and the short memory of the most people, how can one convince a critical company besides a wagging finger?
    Best,
    Agnieszka

  65. Jeremiah,
    thanks for the interesting slides. How can you argue that all of it is a movement and not just a hype? There are people saying twitter will end in the same irrelevance like second life. And regarding the 90-9-1 rule and the short memory of the most people, how can one convince a critical company besides a wagging finger?
    Best,
    Agnieszka

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  68. 1. A way that most students receive student aid is by applying to the Free Application for Federal Student Aid, most commonly known as FAFSA. FAFSA is a governmental resource that helps those that qualify with the financial aid that they need in order to attend college. This is typically done through grants and loans. A student may receive either a grant or loan to cover their expenses, or any combination of the two.

  69. 1. A way that most students receive student aid is by applying to the Free Application for Federal Student Aid, most commonly known as FAFSA. FAFSA is a governmental resource that helps those that qualify with the financial aid that they need in order to attend college. This is typically done through grants and loans. A student may receive either a grant or loan to cover their expenses, or any combination of the two.

  70. This is a very nice piece of advice to everyone. I've encountered clients which plan is focus only through facebook for which i don't really think will work (immediately). It may work Yes but then it takes time plus with it ONLY as the plan i don't think it will make any difference. Not all the customers or target people are there even though most people are using FB we can't really get those we target. I agree on knowing where are target customers are and do the planning with those places.

  71. This is a very nice piece of advice to everyone. I've encountered clients which plan is focus only through facebook for which i don't really think will work (immediately). It may work Yes but then it takes time plus with it ONLY as the plan i don't think it will make any difference. Not all the customers or target people are there even though most people are using FB we can't really get those we target. I agree on knowing where are target customers are and do the planning with those places.

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  81. Interesting post! Good starting point for companies that want to use social media in their marketing efforts. After all social media marketing is a very powerful tool.
    David Plouffe™s,(President Barack Obama™s point man on social media) innovative strategy not only got Obama elected but also managed to raise the largest amount of campaign funding in election history.
    At the IMD OWP 2010 , David Plouffe will share his insights on the historic Obama campaign while framing it in the context of how Obama's leadership is shaping the United States and the world today. Weaving in his own experience managing and leading the campaign that propelled Obama into the White House, Plouffe will share: the stories behind the campaign and current strategic issues facing the administration; the importance of strategy in managing campaigns, public policy initiatives and crises; how Obama is still garnering support from the movement created during the campaign.

  82. Interesting post! Good starting point for companies that want to use social media in their marketing efforts. After all social media marketing is a very powerful tool.
    David Plouffe™s,(President Barack Obama™s point man on social media) innovative strategy not only got Obama elected but also managed to raise the largest amount of campaign funding in election history.
    At the IMD OWP 2010 , David Plouffe will share his insights on the historic Obama campaign while framing it in the context of how Obama's leadership is shaping the United States and the world today. Weaving in his own experience managing and leading the campaign that propelled Obama into the White House, Plouffe will share: the stories behind the campaign and current strategic issues facing the administration; the importance of strategy in managing campaigns, public policy initiatives and crises; how Obama is still garnering support from the movement created during the campaign.

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  89. This is real awesome tips, Sir Jeremiah. No.3 is very true, just like what I'm experiencing in the office whenever a client calls for an aid to fix or troubleshoot their problem regarding with different applications installed on their computer.

  94. Pingback: Social Media Trends for 2010 | social media max

  96. Great post. Social media is still relatively new, I think the best thing for new businesses or those looking to adopt social media properties is to look at others who have already successfully established themselves in the medium. I have seen a few new companies are springing up with the aid of Small Business Loans and a flourishing due to their commitment and research efforts spent on social media.

  101. Pingback: Social Media – Tips for Business – 2010 « Steve Rawson's Media Blog
  102. Pingback: Social Media Tips for Business 2010 « Steve Rawson's Media Blog

  103. Social media effects are so great especially on small businesses and the best way of doing it is by looking at social media properties that others have already successfully built for themselves in the medium.

  107. Weaving in his own experience managing and leading the campaign that propelled Obama into the White House, Plouffe will share: the stories behind the campaign and current strategic issues facing the administration..

  109. Sometimes, the employees of a company know so much, they tend to speak gibberish, using technical terms that normal people are not accustomed to. They expect everyone to get what they're saying, because they do. The same thing happens when the firm decides to stick its name into a social platform. They sometimes have the tendency to forget about the costumers and focus on the incomes.
    __________________
    Ryder Chadwick – Voip Phone Systems

  115. One of the biggest issues that I've experienced with clients trying to leverage social media comes down to resources. Small businesses just don't seem to have the resources available to appropriately manage a social media campaign above the occasional Twitter or Facebook post. One way to get around this involves leveraging existing customers to help manage the social aspects. While you may sacrifice some control, you also get happy customers to champion your cause on social platforms.

  117. Small businesses just don't seem to have the resources available to appropriately manage a social media campaign above the occasional Twitter or Facebook post.

  120. One way to get around this involves leveraging existing customers to help manage the social aspects. While you may sacrifice some control, you also get happy customers to champion your cause on social platforms.

  121. Excellent presentation, but i guess the 80% rule is a bit different: 80% of success como from 20% of our task, so we must locate the most productive part and get lost the other part to make new task that could be more productive…

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  129. Weaving their own to manage and lead a campaign to mobilize the Obama White House, Plouffe shares the stories of the campaign and current strategic issues in the administration ..

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