Content: The New Marketing Equation
February 16, 2012
By Rebecca Lieb
Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is. This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.
Make an App for That: Mobile Strategies for Retailers
February 7, 2012
By Chris Silva
Retailers are seeing more and more of their customers enter the store with a smartphone, what are they doing about it? Many aren’t doing much. This report chronicles the successes of a few, key brands and highlights a means to calculate the maturity of strategies among others, navigate the right path to mobile and design and app for success. From companies just starting to ponder mobile and still “on the ground” to those “flying high” Altimeter illustrates the next steps brands and retailers must take to ensure success.
A Strategy for Managing Social Media Proliferation
January 6, 2012
By Jeremiah Owyang
Get account control now –or risk a career of continual social media sanitation. To match the growing consumer adoption of social media, many companies have launched social media efforts with little planning. As social media spreads beyond corporate communications and marketing, business groups are deploying social media without a standardized process. In fact, enterprise class corporations (those with over 1,000 employees) have an average of 178 social media accounts and this number will only grow if left unchecked. Companies that don’t control these accounts are at risk of having abandoned accounts, lack of consistent experience, or untrained employees creating a crisis.
August 31, 2011
By Jeremiah Owyang
This report examines four common ways brands are investing in internal readiness. The report looks how they prepared internally to spearhead momentum and makes recommendations on how to dissect business benefits as well as where continued investment is needed.
A Framework for Social Analytics
August 10, 2011
By Susan Etlinger
This report is intended primarily for business people who are tasked with understanding, interpreting, and acting on social data—executives, strategic planners, social strategists, and marketers. It outlines the key challenges of social data, proposes a value-based framework for social analytics, and recommends clear and pragmatic steps that companies engaged in social media must follow to ensure they are gaining insights, measuring effectively, interpreting accurately, and taking appropriate action—both today and in the longer term.
How Corporations Should Prioritize Social Business Budgets
February 20, 2011
By Jeremiah Owyang and Charlene Li
Altimeter Group surveyed 140 corporate Social Strategists, primary business decision makers at large corporations, and found that social business maturity drives social business spending. In 2011, our data shows that investment in 12 discrete social business categories will vary greatly between three social busienss maturity levels: Novice, Intermediate, and Advanced. Faced with difficult spending decisions, corporations should heed the benchmarks from our survey — spending on social business should be prioritized on key areas for each maturity level.
Career Path Of The Corporate Social Strategist
November 10, 2010
By Jeremiah Owyang
Senior managers must hire and foster a Social Strategist’s career based on our 10 guidelines, including the following: find a candidate who comes from a strong digital or marketing background, seek those who focus on business objectives over the latest technologies, and give them the opportunity to take on risk safely. Furthermore, because these programs can cause internal strife, executives must provide air cover and clear roadblocks, and then appropriately reward their Strategist with challenges and compensation – or risk losing this key person to companies who can understand and leverage their skills.
Rise of Social Commerce: A Trail Guide For The Social Commerce Pioneer
November 1, 2010
By Lora Cecere
Social commerce is new. It takes different forms. It is evolving. No one is clear about just what it will mean. In this report we evaluate the evolution of social commerce and explore its future.
The 8 Success Critera For Facebook Page Marketing
July 27, 2010
By Jeremiah Owyang
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 of mouth through advocacy and peer-to-peer interactions, or solicited business call to actions that result in transactions.
Social CRM: The New Rules Of Relationship Management
March 5, 2010
By R “Ray” Wang and Jeremiah Owyang
Customers continue to adopt social technologies at a blinding speed – yet organizations are unable to keep up. Why? Rapid adoption of social networking enables users to connect with individuals and communities who share mutual interests, increasingly leaving organizations out of the conversation. Simply hiring more people to keep up with social marketing, sales, and support will not be sufficient, as consumers and their new channels will always outnumber employees. As a result, companies need an organized approach using enterprise software that connects business units to the social web – giving them the opportunity to respond in near-real time, and in a coordinated fashion.
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