In our research and client work at Altimeter, one of the most misunderstood issues we see is social business governance. I’ve seen it defined as everything from social media policies and risk management to organizational structures. My colleague Ed Terpening and I just published a report on how to think about governance – and in particular, the crucial role it plays in supporting strategy (download here). Strategy and governance are natural partners: Strategy lays the groundwork for new opportunities while governance ensures safe execution, managing the risk of change.
Yet our research found that only 16% of organizations feel that governance is well understood and deployed. Many organizations can’t answer crucial questions such as: Who owns social? How are key decisions made? How do we organize to execute social? How do we manage risk as we scale social across the organization? Left unanswered, organizations face significant risks, including threats to brand health as the result of inappropriate or disjoint social practices. More importantly, organizations can’t truly scale social into a business strategy unless governance is addressed.
Our definition of social business governance is:
An integrated system of people, policies, processes, and practices that defines organizational structure and decision process to ensure effective management of social business at scale.
The report is filled with data, sample policies, checklists, and case studies. In the end, you need to ask yourself how your social business governance actively supports the execution of your strategy. The capstone of the report is a social business governance maturity map, which I’ve included below. Where does your organization fall on this chart?
We’d love to hear where you are in your social business governance – and to contact us if you have any questions or need help with your governance roadmap. My report co-author Ed Terpening is far too modest to toot his own horn so allow me. He led Wells Fargo’s social media efforts for 7 years from its inception in 2005 until he joined Altimeter two years ago. At Altimeter, he’s helped numerous organizations design governance systems along with their social business strategies. You’ll have a chance to talk with me and Ed in an upcoming webinar, on Tuesday, December 9th at 10am PT. Bring your questions as well as your best practices and war stories – we’re looking forward to learning together with you at the webinar, and in our continued mutual quest to master social business governance.
In our research and client work at Altimeter, one of the most misunderstood issues we see is social business governance.
When Facebook announced last week that it will soon become more difficult for brands’ page posts to appear in the news feeds of their friends, fans, and followers, the outcry was predictable.
Facebook is working on a new offering called Facebook at Work, according to the Financial Times.
Charlene Li and I are pleased to offer you Altimeter’s latest research report focused on Social Business Governance.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it.
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching.
What goes into the marketing process today, and what technology is required? Will a “Marketing Cloud” help coordinate efforts and drive efficiency? What are the alternatives?
We’re in the final stages of a new research report that is looking at the hot space of social selling, exploring how this nascent but quickly evolving approach to the sales process is being used by both sales and marketing teams with both trepidation and success.
According to Wikipedia, “marketing is the process of communicating the value of a product to customers, for the purpose of selling that product (goods or services.)” But that is what marketing used to be
Social selling has become a hot topic. Organizations in every industry are working feverishly to leverage social platforms and social networks for a number of reasons
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
I crossed an item off my bucket list when I gave a TED Talk at TED@IBM on Sept. 23rd. The event was part of the new TED Institute, which partners with companies to create TED-curated events.
Altimeter and Capgemini Consulting to Collaborate on Thought Leadership, Research, and Global Consulting
For our latest report, Altimeter Group partnered with LinkedIn to study the importance of relationship building among the most socially engaged companies on LinkedIn. We found that, by using social technologies to improve relationships, businesses witness incredible results.
We’re excited to announce today that we’ve formed a strategic alliance with 7Summits — a social business agency specialized in creating online community experiences.
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content.
This week, Facebook re-launched Atlas, the ad platform it bought from Microsoft last year.
Content Marketing: How do we do it globally?
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
Yesterday, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related?
Ten years ago today, I wrote my first blog post, entitled “Blogging as a State of Mind.”
Altimeter Group is planning to publish a research report this fall on how businesses are enabling sales organizations with social media tools. We will be discussing the markers for social selling transformation, best practices on training and governance, and a snapshot into the suite of tools available as marketing and sales organizations are pushed to […]
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
Today, we’re happy to officially announce the launch of our new site, designed by digital marketing firm Bluetext.
A genuine culture of content goes far beyond enabling and empowering content creators outside of marketing.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
We’re pleased to announce that Susan Etlinger, Brian Solis and Rebecca Lieb are each speaking at this year’s event.
While most of the tech and business press focused on the functionality of the Apple Watch (digital crown, battery life, taptic engine, yadda yadda…) discreetly milling around the event were the fashion press, invited by Apple’s new fashion and design team.
In this 45-minute webinar, analyst Rebecca Lieb shares best practices for your content marketing software selection process.
Digital Darwinism is a fate that threatens most organizations in almost every industry. Because of this, businesses not only have to compete for today but also for the unforeseeable future.
Our research found that the content marketing space is rife with challenges, both internal to the organization and externally across the ecosystem. The following infographic helps visualize this struggle.
How should content be measured and analyzed? Let us count the ways (or at least begin to).
How should content be measured and analyzed? Let us count the ways (or at least begin to).
I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives.
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it.
We recognize that existing RFP templates cannot be retrofitted to the task of soliciting content marketing solutions due to a number of specific challenges.
Pervasive technology fundamentally changes how people communicate, discover and connect. With smartphones and tablets serving as digital appendages, we focus on small screens throughout our day, every day and in all we do.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
It’s no corporate HR secret: the greater investment made into employees, the greater the ultimate reward back to the company.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company…
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait.
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
By now, you’ve probably heard that data scientists at Facebook recently published a study in The Proceedings of the National Academy of Science…
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
In this one-hour webinar, Rebecca Lieb will share findings from her recent research report on how content marketers should select content marketing tools.
Twice a year, we publish our planned research agenda. You can see the first half of the year’s agenda and what’s already been published here. Today, we’re excited to announce our planned research for the remainder of the year.
This month, we need your help with two reports that will be publishing in July. We’re fielding two surveys – on social business governance and employee engagement.
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack.
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape.
Salesforce just announced the release of its Social Studio, an enterprise social relationship platform.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
Today Sprinklr is announcing the availability of a paid media offering as well as a $40M in series D funding led by Iconiq Capital (which notably manages money for many of Facebook’s early employees, among others).
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
When Google bought Wildfire for $350M, it took many by surprise. What did Google want with a Social Relationship Management company? Google is in the ad business, not the SRM business.
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
Rebecca Lieb shares findings from her recent research report on real-time marketing, including the top 6 use cases, the benefits and risks, and 12 best practices.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
Two things: To stay competitive with (or arguably ahead of) the giants in the social world—Salesforce, Adobe, and Oracle—Sprinklr needed to build out its analytics capabilities. Sprinklr’s customers increasingly need custom consulting services, especially for implementation and training.
It’s almost that time of year again: Altimeter’s analysts are mapping SXSW plans and schedules. Making the trip to Austin this year are Brian Solis, Susan Etlinger and Rebecca Lieb.
Large enterprises are rolling out social media at scale – and training and education for employees is critical. Well-developed social media education programs can help companies achieve business goals by reducing social media risk and activating employees for engagement and advocacy.