How Brands Add to the Collaborative Economy

Above: When banks become bikes, meet the Citi Bike How do brands add to the Collaborative Economy, if they don’t offer physical goods?  They sponsor the sharing movement. Meet Citi Bike in NY.  I’ve learned from my New York-based colleague, Rebecca Lieb (Marketing and Advertising analyst), that CitiGroup, one of the world’s largest brands, is sponsoring the country’s largest bike sharing program in our most populated city.  That’s right, the sustainability trend for bike access to New York citizens and visitors is rolling out in the next few days, with prominent sponsorship and funding from Citibank. This program models after the Barclays Card sponsorship of bike-sharing in London, a trend that is starting to sweep across cities around the globe.  Cleverly dubbed a … Continue readingHow Brands Add to the Collaborative Economy

Collaborative Economy AirBnb Loved over Traditional Travel Sites

Disruption: Traditional Travel Sites Fall Behind –New Players Taking Preference Ever wonder how well companies are performing, esp if you don’t have access to their financials?  One big clue is the organic social media chatter being discussed about them, which we refer to as a component called  mindshare.  The above graphic (upper right is best) shows how AirBnb has far more chatter about its brand over traditional travel websites, with mostly adoring comments pushing it to the upper right.  Data supplied by NetBase (an Altimeter client), who crunches unstructured social content into insight and analytics. AirBnb unique experience of other people’s homes poses threat to traditional hotels.  The below selected quotes, also provided by NetBase shows the preference for both the … Continue readingCollaborative Economy AirBnb Loved over Traditional Travel Sites

Finding: Collaborative Economy Startups and Social Networks Intertwined

I’m continuing my research on business disruptions, with a honed in focus on the Collaborative Economy, you can read all my posts on how this impacts corporations. One of my thesis that I sought to test is the following: “Sharing startups in the collaborative economy are using social technologies”. To find out, we conducted research by analyzing 30 of the features on well known collaborative economy startups to find out the differences and similarities. What did we find? These sharing websites are utilizing a great deal of social technologies, but instead of sharing ideas, they’re sharing products and services. In fact, nearly 3/4 had social profiles and over half already had Facebook Connect, we should expect those rates to only … Continue readingFinding: Collaborative Economy Startups and Social Networks Intertwined

Why Social Business Headcount Decreases Before Radically Expanding

Above Image: Headcount of social business (circled in orange) slightly decreases before large growth. Social Business Headcounts Change as Programs Mature Like the calm before the storm, your social business headcount is likely to decrease 10-20% before it radically expands.  Altimeter found through two independent surveys to enterprise class (Companies with over 1000 employees) survey respondents in different years that they both have a drop off in headcount at year 2-4.  We’ve survey corporations both in 2010, as well as in Q4 2012 to find out how social business programs are structured.  Much of the research was recently published in the report, the Evolution of Social Business.  So why this change? After experimentation, unchecked programs get sanitized as a central … Continue readingWhy Social Business Headcount Decreases Before Radically Expanding

Dear Brands, I’m Unnerved Too

Dear Brands, I just got disrupted.  I willingly let a stranger drive off in my car, and I found it unnerving. Last week I wrote a heartfelt letter to you that our relationship has changed.  I shared that I don’t want to breakup, but I want to have an open relationship.  I don’t want to buy products.  I want to rent, borrow, share, or swap products.  The world has changed, and with it, our relationship. Brands are being disrupted by sharing. I know that it’s discomforting to hear that customers are now buying your products once, and then sharing many times with each other, because it means that your revenues will diminish.  This movement, called the Collaborative Economy (see all my posts … Continue readingDear Brands, I’m Unnerved Too

The Maker Movement Disrupts Brands, Provides Opportunities

For my third year, I spent yesterday at the Maker Faire, in Silicon Valley.  Unlike any other year, the crowds were overflowing, suggesting this movement was growing faster than the cottage industry before.  To put this into context, the maker movement is yet (another) disruption to brands, here’s the lineage: [Disruptions Summarized: 1) The Internet democratized knowledge, 2) Social Media empowered crowd, 3) Collaborative Economy endows crowd to buy once, share many, 4) the Maker Movement aims at buying from brands no more. I must honestly confess, I struggle to keep abreast of all the new technologies, and I suspect corporations are experiencing the same.  It’s my full time job, I attend these events on weekends, and we’ve a company … Continue readingThe Maker Movement Disrupts Brands, Provides Opportunities

Google better organizes our world –and sells us back the experience

Above Photo:  Google showcases interconnected screens at Google IO conference in SF. By Chris Silva (cross posted) and Jeremiah Owyang, Industry Analysts at Altimeter Group Last year’s over hyped skydiving was replaced by down to earth by grounded product enhancements. We’re live from the Google IO conference in SF with 6,000 developers, press, and media in San Francisco’s Moscone event center. We noticed a lot of Glass Explorer units (which surprisingly was barely mentioned in the keynote) we’ve purchased two to test, and will write up a detailed post on them after we’ve done a thorough test. Today’s Google’s announcements were a wreck; a series of products flipping in front of you, rather than a well laid out showroom. To … Continue readingGoogle better organizes our world –and sells us back the experience

Resources: Converged Media, Integrating your Paid, Owned, and Earned

Is Facebook paid, owned or earned? The answer is yes. Facebook is all. They integrate advertising units along with content created by brands on their Facebook pages, and allow for consumers to share their opinions right in the comments. Sometimes, ads look like social content, and it’s hard to distinguish the difference. At Altimeter, we see this convergence only increasing, and these Venn diagrams will continue to have overlapping circles of paid, owned, and earned. To meet this converging media types, Altimeter kicked off a research project with Rebecca Lieb (a fantastic speaker in her own right), Jessica Groopman (expert researcher), and yours truly. We found that companies must now integrate their marketing process, strategy, and tactics so each channel … Continue readingResources: Converged Media, Integrating your Paid, Owned, and Earned

Social Business Buyers Invest in Scaling

Brands Focused on Managing Social Proliferation For those that like to be where they money be, this data is for you. Altimeter’s research continues to survey buyers of disruptive technologies, and continues our coverage on social technologies. In our recent Q4 survey to enterprise buyers, focused on marketing business decision makers, which are global national corporations with over 1000 employees, we posed a series of questions in our survey battery. In particular, we wanted to find out where decision makers are bullish on investing and found the following trends on marketers with intent to increase spending: To manage proliferation in enterprise, marketers purchase social media management systems.  Altimeter has been covering this software category since March 2010 (see all posts), … Continue readingSocial Business Buyers Invest in Scaling

Dear Brands, Our Relationship has Changed

Dear Brands,I want an open relationship. All my life, we’ve had a committed and dedicated relationship.  You told me what to buy.  I bought it and I bought it again.  But now, that’s about to change.  I don’t want to buy from you directly.  I want to rent, subscribe to, and borrow your goods.  If I end up buying your product, I want to use it with others to resell, rent to others, swap or lend. It’s not you, it’s me. Our world has changed, and along with it, my preferences.  From a more socially responsible mindset, economic pressures are sufficient, and technology makes it for me to find other consumers who can supply the things I need, virtually on … Continue readingDear Brands, Our Relationship has Changed