Collaborative Economy: Brand Edition

A few days ago, I announced that I’ll be leading a research effort to understand the impacts of the growing Collaborative Economy trend.  I also listed 200 startups that are in this space (and a few big brands).  For those who are new to this topic, there’s an unstoppable wave of people trading, renting, and borrowing all kinds of services and goods.  The disruptive impacts to brands are potentially very high.  Consumers are already buying and trading among themselves, often without purchasing items directly from the brands themselves.  Companies that don’t pay attention to this trend are leaving themselves in a state of risk, as technology and society continue to quickly innovate. [To stay relevant with this unstoppable trend, every corporation must evaluate a … Continue readingCollaborative Economy: Brand Edition

Oscar TV Ads Failed To Integrate Social –A Missed Opportunity for Converged Media

This year, marketers were focused on promoting their owned corporate website. Of the few that promoted engagement with social ads, even fewer integrated paid, owned, and earned. With 39m American Oscar viewers in 2012, a majority of them are viewing them with a second screen (mobile/laptop/tablet) in hand, disappointingly, most TV ads failed to use paid media to trigger these discussions, indicating that Converged Media of paid owned earned is not consistent in today’s marketing quiver.  A few weeks ago, we conducted similar analysis of SuperBowl ads, and found a greater degree of integration, including cross-channel integration with Hashtags (31% incidence) from TV ads to trigger online discussions. Last night, at the Oscar’s, integration from the 58 TV spots to … Continue readingOscar TV Ads Failed To Integrate Social –A Missed Opportunity for Converged Media

The Master List of the Collaborative Economy: Rent and Trade Everything

My next Open Research report (see my body of research) will be about the Rise of the Collaborative Economy.  If you’d like to be interviewed for this upcoming report, please fill out this submission form.   In my career as an analyst, I often list all the players in a category, announce a formal research effort, then publish a series of analyses, as part of my continuing methodology.  In this case I will also be presenting my findings as a speaker at LeWeb, whose theme, “Digital Hippies” is directly related to this trend.  Thanks to friend Loic Lemeur for triggering this idea. [Collaborative Economy Defined:  A digital system that manages the coordination of buyers and sellers who offer or exchange used products and remnant … Continue readingThe Master List of the Collaborative Economy: Rent and Trade Everything

Quest for the Digital Fountain of Youth Awakens “After Life Technology”

Imagine your great-grandchildren interacting with your likeness on a daily basis, all derived from your Facebook media, Vine videos and your personality from your Tweets. Humans, both poor and rich have continued to seek out the greatest quest since the dawn of mankind; how do we stay alive in this world?  Fortunately, (or not fortunately) new technologies are emerging both now, including some fascinating developments by leading think tanks, including Stanford. [After Life Technology emerges to store, replicate, and even reanimate the deceased based on the digital data we’re emitting every day] Whether you find it creepy, narcissistic, or a thoughtful way to connect with future-generations, this is a choice we’ll all be forced to reckon with. Should we shutter … Continue readingQuest for the Digital Fountain of Youth Awakens “After Life Technology”

Social Media Crises Has Many Points of Failure

by Alan Webber, Jeremiah Owyang, Altimeter Group Analysts. Yesterday’s Burger King brandjacking was an important reminder to brands and their agency and software partners about how vulnerable social media accounts are.  These forms of attacks are increasing in frequency, such as Jeep’s recent twitter hack. Surprisingly, Altimeter Group’s research has found from analyzing 50 crises that 76% of crises could have been minimized or avoided had companies been prepared internally –external hacks are not the most common threats.  While the press and media was quick to jump to conclusions that the Burger King account was “hacked” (with various daunting fingers pointing at McDonald’s and Anonymous) most threats come from inside –not external forces. Multiple Points of Failure: Below, we’ve compiled … Continue readingSocial Media Crises Has Many Points of Failure

Future Proofing: Ten Ways Big Companies are Staying Agile

A CEO of a new startup in Silicon Valley confided in me over beers that he said it’s easy for startups to disrupt big companies as they’re so busy internally fighting themselves. He’s right, I mostly see companies in internal battles and struggles over resources and power, leaving them exposed to outside startups. Coincidently, may of the startups I see disrupting large companies are composed of ex-employees who recombine as they know the weaknesses to exploit these larger companies, damning!  To stay Future Proof, I’m seeing at least ten trends larger corporations are applying in the last year to stay lean and agile. Ten Ways Big Companies are Staying Agile: While there are limitless methods on how companies can innovate … Continue readingFuture Proofing: Ten Ways Big Companies are Staying Agile

Winner Circle: The Social Business VCs Who Achieved Material Events

The purpose of this post is to identify investors who have had a material event (IPO or acquisition) in the Social Business Software space. Read my other posts in this series tagged VC. Our continued research over VCs and investors in the market continues, yesterday, I presented highlights at the Corporate Venturing Innovation conference, and showed the highlights to LPs and Corporate Bankers of who’s making bets –and who’s winning. The following data was also covered in PEHub, and generating interest from entrepreneurs seeking funding. As an Industry Analyst, it’s key that we understand consumer behaviors, business adoption, and startups, but also funding patterns as they influence startup growth or stagnation. Scope of Research and Methods Definition of Social Business … Continue readingWinner Circle: The Social Business VCs Who Achieved Material Events

Open Research: How Complex Companies Scale Social Business

Altimeter’s latest Open Research Report (download at will, share with attribution) is embedded below. This report features how large companies have scaled social business across their enterprise. Specific case studies include: Whole Foods puts local social engagement into the hands of store managers. General Motors organizes for social business internally, then supports regions. Amway empowers distributors yet maintains brand consistency PUMA scales limited headcount for worldwide engagement I co-authored this report with my colleague Senior Researcher, Andrew Jones, who’s been involved in several reports with me and knows the market which we cover in a detailed way, and provides unique insights. His deep understanding of the space, tireless research, and pattern analysis was key to this report being published. Please … Continue readingOpen Research: How Complex Companies Scale Social Business

Meet the Investors of Social Business

The purpose of this post is to identify which investors are most active in Social Business, and segment them from early to late stage funding. I frequently provide due diligence calls to VCs, and also advise startups on their growth startup in highly saturated growth markets.  To hone my industry interactions, I’m publishing data on my continued research on funding in the Social Business space (read other posts on the state of funding in social business, and rate of material event or click the VC category to see all posts).  The investors are a key factor in the success of a startup, they advise, provide resources for rapid growth, influence a sale or IPO, or can cause a startup to be … Continue readingMeet the Investors of Social Business

2013 Superbowl Ads Favor URLs, Hashtags –Not Facebook

For the last few years (see 2012 data). This analysis is a bellwether on how brands will spend on an integrated experience for the year. Overall, we saw brands still hold onto corporate websites, although a big jump in hashtag usage, and decline in Facebook integration. 2012-2013 Superbowl Ad Tech Integration Tech Integration Type 2012 2013 Percent Change Corporate URL/Microsite 58% 46% -12% Facebook 11% 7% -4% Hashtag 7% 38% +31% Shazam 6% 2% -4% Total Ads with Integration 68% 75% +7%   Integration to reach the Dynamic Customer a top priorty for brands. Brands know they must integrate their brand experience on multiple experiences and apply real time interaction, Altimeter’s research theme the Dynamic Customer Journey explores this challenging … Continue reading2013 Superbowl Ads Favor URLs, Hashtags –Not Facebook