Altimeter Report: The 8 Success Criteria For Facebook Page Marketing

Report Snapshot (full report embedded below) Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices. We found Eight Success Criteria for Facebook page marketing, and then tested the maturity of 30 top brands across six industries. Our heuristic evaluation revealed that brands fell short – nearly half of the brands we reviewed (14 out of 30) did not fully leveraged social features to activate word of mouth, the hallmark behavior of social networks. Within this immature landscape, a few brands were on the right track to successfully harnessing Facebook page marketing. Brands like Pampers, Macy’s, Kohl’s, and AXE increased engagement and activated word … Continue readingAltimeter Report: The 8 Success Criteria For Facebook Page Marketing

Webinar Recording: Impact of Social Technologies to the Analyst Industry

Earlier this week, we hosted a joint webinar with Barbara French of Tekrati, Jonny Bentwood Edelman AR practice, and Carter Lusher of Sagecicle (Carter and Barbara were able to make it to The Hangar, see pic).  The topic?  To explore how social technologies impact the industry analyst space. The Impact of Social on the Analyst Industry: A Roundtable w/ Jonny Bentwood, Barbara French, Carter Lusher, and Jeremiah Owyang from Altimeter Group on Vimeo. We explored definitions, major impacts, disruptions to middle men, impacts to research, influence and personal brands. There’s no doubt that like the media industry, the analyst industry has been impacted by these simple publishing tools, and we’re seeing new business models appear like Open Research, at Altimeter … Continue readingWebinar Recording: Impact of Social Technologies to the Analyst Industry

First Take Analysis: Jive Fills Warchest, Ready to Battle Enterprise Software Giants, IPO

By Industry Analysts, R “Ray” Wang @rwang0 (Enterprise Strategy) and Jeremiah Owyang, @jowyang (Customer Strategy) both founding partners at Altimeter Group Community Platforms Evolve to Social Business Category Having tracked the social business category for some years now, and have been watching the category grow, and expand into other niches.  At first, the community platform space (like Jive) was insular, focused on only on enterprise communities, but has now grown into Social CRM, Application Platforms, Social Media Management Systems, Brand Monitoring, corporate email systems and eventually to deliver a customer experience that’s native to the customer. It may be social, it may be mobile, it may take even radical forms in including in store displays. The Situation – C Round … Continue readingFirst Take Analysis: Jive Fills Warchest, Ready to Battle Enterprise Software Giants, IPO

(Forbes) Greenpeace Vs. Brands: Social Media Attacks To Continue

After the recent social media brandjackings by Greenpeace of Nestle’s Facebook page, this was an important area that required more research.  Below, you’ll find an exclusive interview with Greenepeace’s team, and interestingly, I believe they are more organized and sophisticated than the average brand -giving them the opportunity to overwhelm their opposition using their strong supporter base.  Below is my Forbes article, which was originally posted the CMO network (or you can read it on Forbes).  This is a great article for brand managers, PR, agencies, and social media professionals. Greenpeace Vs. Brands: Social Media Attacks To Continue Citizen activists increasingly use social networks to bash brands. By Jeremiah Owyang Most companies are barely prepared to deal with unhappy customers … Continue reading(Forbes) Greenpeace Vs. Brands: Social Media Attacks To Continue

People on the Move in the Social Business Industry: July 16, 2010

It’s only been a week but there’s been quite a few changes, so I wanted to post this before the list became too long. Some big moves, esp Frank at Comcast joining Citi and Dell winning community expert Bill Johnston. I’ve been tracking new hires in this space since 2007, see the archives. People on the Move in the Social Business Industry Comcast’s famed community advocate Frank Eliason moves on from Comcast and joins Citi.  Frank has really given a human face and shown good work at Comcast, increasing the trust in the community and truly being a brand ambassador.  I want to congratulate him on his next move, I’ll be looking forward to his continued success.  You can now … Continue readingPeople on the Move in the Social Business Industry: July 16, 2010

Forbes: How To Create A Customer Advocacy Program

Social media doesn’t scale.  That’s right, social media doesn’t scale.  Consumers will only increase their adoption of social technologies, most social networking data shows this is going ‘up and to the right’.  You can never hire enough community managers to manage your millions of customers that are now using social channels to communicate.  You must have a strategy to scale. This article, which I originally wrote on my regular column on the Forbes CMO network explains in pragmatic steps what marketing executives must do to develop a scalable program.  I look forward to hearing what you’ve learned below. How To Create A Customer Advocacy Program CMOs must tap the voices of their customers. While marketers traditionally were the direct channel … Continue readingForbes: How To Create A Customer Advocacy Program

People on the Move in the Social Business Industry: July 11, 2010

More job changes continue to sprout forward, more folks are being hired into senior positions and there are few high profile moves like Tony Zingale as the new CEO of Jive. I’ve been tracking new hires in this space since 2007, see the archives. People on the Move in the Social Business Industry Ben Smith launches his own business out on his own.  I’ve known Ben since keynoting his conference in Kansas and can see he’s one of the lights of the community.  Wishing him success in his new venture, as he hangs out his own shingle. Samir Balwani joins PMK BNC Digital as a Marketing Strategist and will Continue to grow digital communication strategies across all accounts Stephen Monaco … Continue readingPeople on the Move in the Social Business Industry: July 11, 2010

Research and Webinar: Facebook Marketing Criteria for Success

We’re embarking on yet another research report to identify how some top brands are using the Facebook platform well. While no longer a one-off effort, many brands are already using Facebook for customer communities, word of mouth marketing, and are starting to integrate it with their own corporate website.  At the end of July, I’ll be publishing our findings, as well as grading some of the world’s top brands on their Facebook efforts.  We’ll be conducting a heuristic evaluation (acting like actual customers) and rate and rank these efforts with a variety of diagnostics. After we publish this independent Altimeter research study in late July, I’ll be sharing the findings on a webinar sponsored by LiveWorld, where I’ll discuss what we … Continue readingResearch and Webinar: Facebook Marketing Criteria for Success

Matrix: Challenges of the Social Technology Industry, July 2010 Edition

While the opportunities for social technologies to change the world, business, and our individual lives continue to unveil, it’s also key to focus in on the challenges that impact the industry.  For many folks who have decided to invest in social technologies to improve their careers and business, it’s even more important to pay attention to these challenges. First of all, have the right mindset. The savvy person will realize this isn’t a list of gripes, but instead an opportunity list.  Leaders at vendors, agencies, or brands will see these list of challenges of problems to fix and monetize.   If you’re in this space, you’ll want to send this list to your product teams, or strategy teams so they … Continue readingMatrix: Challenges of the Social Technology Industry, July 2010 Edition

Video: State of Social CRM

I find that Paul Greenberg (follow him on Twitter @pgreenbe), one of the early adopter who mapped out the CRM space gives a succinct overview of what’s happening in the Social CRM space. He points out the two converging forces ‘social’ and ‘CRM’ spaces that are coming together, yet the third force, ‘companies’ themselves aren’t yet ready for the internal changes that are coming. He raises a good point that social media empowers everyone in the organization to now have a customer touchpoint in this flattening tools. Yet this means that customers will need a consistent experience regardless of who they talk to in sales, marketing, support, or in-person. As a result, this is creating some unique cultural changes inside … Continue readingVideo: State of Social CRM