SlideShare a Scribd company logo
1 of 13
Download to read offline
The State of Social Business 2013: 
The Maturing of Social Media 
into Social Business 
By Brian Solis and Charlene Li 
With Jessica Groopman, Jaimy Szymanski, and Christine Tran 
Based on results from Altimeter Group’s 2010-2013 annual survey of social media strategists and executives 
A State of the Industry Report 
October 15, 2013
Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. While we’ve included our Q4 2012 data in previous reports, we are now making the survey results available to the public under a Creative Commons License as part of our Open Research. Some figures in this report also use survey results from 2010-2011 to provide year-over-year comparisons. Where relevant, we include results from our latest survey that was conducted in Q3 2013. 
Analysis of our survey results reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals. 
Our hope is that the data shared in this report provides some perspective on where your company is today so that you can chart your own course for social business evolution. Some ways to use the data include: 
1. 
Benchmark where you are compared to the various business stages shared in this report. 
2. 
Document existing challenges and opportunities that you will need to address for your 2014 social business plan. 
3. 
Determine how social strategies can better align with business objectives and priorities. 
4. 
Finally, follow along with Altimeter Group’s Seven Success Factors of Social Business Strategy to expedite your transition from social media to social business. 
Executive Summary
6. 
Top priorities for social include scaling for engagement, integrating data, and training/education around social. 
7. 
Measuring the impact of social is maturing, with over half of organizations able to track the impact of social on marketing efforts. 
8. 
Lack of employee training around social media policies remains a significant risk area — only 18% of companies said that their employees have a good or very good understanding of their social media policies. 
Highlights of Findings 
1. 
In terms of social business maturity, most organizations are “intermediate,” with only 17% who are truly strategic in the execution of their social strategies. 
2. 
The lack of clear leadership, organization, and strategy means that many organizations experience some form of “social anarchy,” of siloed, uncoordinated social efforts. 
3. 
More companies are moving to the Multiple Hub and Spoke model to organize their social business programs, up from 18% in 2010 using this model to 23.6% in 2013. 
4. 
Most dedicated social media teams continue to report to Marketing (40%) or Corporate Communications/PR (26%). But now, 13 different departments around the organization are seeing dedicated staff work on social initiatives. 
5. 
Companies are committing more headcount to social media across all sizes of companies. The biggest jump is for companies with more than 100,000 employees, which now report an average of 49 full-time employees (FTEs) supporting social media in the organization, compared to 20 in 2010. 
3
The State of Social Business: 2012 Benchmark Study 
In our report, The Evolution of Social Business: Six Stages of Social Business Transformation, we found that even though social media is making its way into more and more businesses, companies that adopt it are not created equal when it comes to social media maturity. 
Our research revealed a distinct gap between companies that execute social media strategies and those that are truly a “social business.” A social business, as we defined in the report, is the deep integration of social media and social methodologies into the organization to drive business impact. 
As companies mature in social, we identified a natural progression through six distinct stages: 
Stage 1: Planning — Listening and learning to ensure a strong foundation of strategy and resource development, organizational alignment, and execution. Do not currently have a significant presence in social media channels. 
Stage 2: Presence — Staking claim and moving from planning to action, establishing a formal and informed presence in social media. 
Stage 3: Engagement — Making a commitment where social becomes critical to relationship-building along the entire customer lifecycle. 
Stage 4: Formalized — Organizing for scale in social deployment and engagement across multiple departments, business units, and sub-brands. 
Stage 5: Strategic — Becoming a social business; social initiatives are gaining visibility through business impact. Social methodologies and technologies become integrated across functions. 
Stage 6: Converged — Business is social; social media strategies weave into the fabric of an evolving organization driven by a vision of improving customer and employee relationships and experiences. 
We found that while most companies have an established presence, engage actively with customers, or even have formalized programs, only 17% consider themselves at the higher ends of social business maturity (see Figure 1). 
Figure 1: 
Most Enterprises Characterize Themselves as Intermediate in Social Business Maturity 
Q. How would you characterize where your organization is in its social business evolution? (Q3 2013) 
6% 25%26%26% 14% 3% Stage 1PlanningStage 2PresenceStage 4FormalizedStage 5StrategicStage 6ConvergedStage 3Engagement 
4
27% 26% 20% 18% 9% Distributed social media approach: Where lines of business and business functions independently manage and fundsocial media strategies to create departmentaloutcomes, i.e., sales, service, marketing, HR. Holistic social media approach: Where lines of business and business functions operate against an enterprise-level vision andstrategy — they act independently, but in a unified and complementary fashion. Marketing/Communications multi-channel approach: Where activity is based on a one-to-many distribution, i.e., same content calendar for every social network and controlled centrally. Marketing/Communications single-channel focus: Creates individual content plans for specific social sites and channels like Facebook, Twitter, LinkedIn, YouTube, blogs, etc. Customer-service focus: Emphasis is on listening to customer conversations and resolving customer issues. 
Social Media Programs Still Foster “Social Anarchy” 
Only Half of Executives Are Aligned with the Social Strategy 
Social media programs often exist in siloes within the organization, creating a form of “social anarchy” when leadership, strategy, and organization are not aligned. We found that only 26% of companies approach social media holistically, operating against a common enterprise vision (see Figure 2). 
Figure 2: Few Companies Approach Social Media Holistically 
Q. Which of the following statements best match your 
organization’s definition of social strategy? (Q4 2012) 
In addition, only 52% of executives are informed, engaged, and aligned with their company’s social strategy (see Figure 3). This, of course, limits social media’s growth path. We found, though, that executives who get on board with social do so because strategies track toward tangible business objectives. This places organizations across multiple stages, including Presence, Engagement, and Formalized in their social business evolution. 
Figure 3: Half of Executives Are Informed, Engaged, and Aligned with Social Strategy 
Q. Below are number of statements that describe elements of a social strategy. Please indicate the extent to which you agree that each statement describes your organizations. (Q4 2012) 
65% 60% 61% 52% 52% 48% 34% 27% Risk management around social media is well understood by Legal/Compliance, and riskmitigation/crisis management policies and processes are in place throughout the organization. Roles, responsibilities, and governance of people directly and indirectly responsible for the execution and support of social efforts are identified, resourced, and in place throughout the organization. Social strategy is connected to business goals andoutcomes. A long-term vision for how social media will improvecustomer relationships has been articulated. Top executives are informed, engaged, and aligned with our social strategy. The social strategy includes a detailed road map for whatit will do — and also not do — over the next 1+ years. Employees at all levels are aware and trained on how to use (or not to use) social media in both their jobs as well as personal lives in ways that will positively impact the organization. There are clear metrics used throughout the organizationthat associate social activities with business outcomes. 
5
Social Business Gains Traction Throughout the Organization 
Organizations Still Experiment with Several Models to Support Social Media 
A key part of social business is how and where it lives in the organization. We found that 78% of companies have a dedicated social media team — with 22% having them at both the corporate and division level (see Figure 4). Only 22% do not have a dedicated team yet. 
Figure 4: Three-Quarters of Companies Have a Dedicated Social Media Team 
Q. Does your company have a dedicated social media team that serves the entire company or division as a shared resource? (Q3 2013) 
Organizations continue to use a variety of models to support social media programs. We found that no one format is permanent or dominant. Many companies start with a model that mirrors the culture of their company today. As programs develop, new models are tested to expand social media across disciplines, departments, and lines of business. 
Most companies continue to organize as Hub and Spoke (35%), but the biggest shift was companies moving toward Multiple Hub and Spoke, increasing from 18% in 2010 to almost 24% in 2012 (see Figure 5). Multiple Hub and Spoke is gaining traction with organizations that move along the stages of social media maturity as it brings disparate groups together to solve for challenges that prevent social integration into everyday workflow. 
Figure 5: Companies Continue to Organize for Social Media as Hub and Spoke, with a Shift Toward Multiple Hub and Spoke 
14% 22% Yes, at the division level22%Not yetYes, at the corporate and division level42%Yes, at thecorporate level2010201210.8% 9.4% 28.8% 29.1% 41% 35.4% 18% 23.6% 1.4% 2.4% DecentralizedNo one departmentmanages or coordinates; efforts bubble up fromthe edges of the company. Hub and SpokeA cross-functional team sits in a centralized position and helps various nodes, such as business units. HolisticEveryone in the companyuses social media safelyand consistently acrossall organizations. CentralizedOne department(like Corp Communications) manages all social activities. Multiple Hub and Spoke(“Dandelion”) Similar to Hub and Spoke but applicable to multinational companies where “companies within companies” act nearly autonomusly from each other under a common brand. 
6
7 
Social Media Headcount Expanded Rapidly Marketing and Communications Become the Social Media Core 
The number of full-time employees supporting social media is on the rise. Between 2010 
and 2012, companies with over 5,000 employees have increased staffing for enterprise 
social efforts (see Figure 6). Moreover, the number of people in specific social media 
roles has also increased over time (see Figure 7). 
Figure 6: Social Media Headcount Across the Organization Is Blooming 
Q. Approximately how many full-time equivalent staff currently support social efforts 
in your organization, for external and internal engagement? 
Figure 7: The Core Social Media Team Increases in Size 
Q. How many full-time or full-time equivalent employees make up this dedicated social media team? 
(Answer for the team(s) you are most familiar with.) 
By far, most core social media teams reside in Marketing or Corporate Communications 
and PR, accounting for 66% of all businesses surveyed (see Figure 8). Social media is 
also making headway as its own group, now matching core digital teams at 14%. As 
social media becomes part of everyday engagement across the enterprise, the core 
social media team will continue to grow as a critical enabler that helps the business 
learn how to be social. With the expansion of social media across the enterprise, 
businesses will move along the Formalized and Strategic stages of social business 
evolution. This sets the stage for social media to operate in alignment with overall 
business, lines of business, and functional goals. 
Figure 8: 
Core Social Media Teams Reside Largely in Marketing or Corporate Communications/PR 
Q. In which department does your CORE social me team reside? (Q4 2012) 
Marketing 
Corporate Comm/PR 
Social Media 
Digital 
Advertising 
Customer Support 
Executive 
IT 
Other 
40% 
26% 
14% 
14% 
2% 
2% 
1% 
1% 
6% 
Employees in Company Average # of Staff 
2010 2012 
1,000 to < 5,000 
5,000 to < 10,000 
10,000 to < 50,000 
50,000 to < 100,000 
More than 100,000 
3.1 
5.2 
5.4 
23.8 
20.4 
3.1 
19.4 
12.0 
27.9 
49.4 
Role 2011 Average 2013 Average 
Social Strategist 
Business Unit Liaison 
Content Strategist 
Education/Training Manager 
Community Manager 
Web Developer 
Social Media Manager 
Social Analyst 
Total 
1.5 
1.5 
N/A 
5 
3 
1.5 
2 
1 
11 
1.6 
1.7 
1.7 
0.8 
2.5 
3.4 
2.2 
1.6 
15.6 
.
8 
Social Media Expands into Social Business 
2013 Viewed as the Year Where Social Scales and Integrates 
While priorities such as metrics and training remain top priorities, new initiatives are getting attention, such as scaling social programs, making sense of social data, and integrating with digital and mobile efforts (see Figure 10). This is supported by related objectives to develop internal education and training, up to 43%, and connect employees with social tools, at 23%. Companies can’t scale social media across the enterprise with a core team alone. As businesses move toward Formalized, Strategic, and Converged stages, strategists learn that housing social in one group hinders growth, scale, and internal distribution, leaving strategy development and execution in either the core or among external agencies. To truly scale social throughout the enterprise takes empowerment where it becomes a new instrument to achieve business goals. 
Figure 10: 
In 2013, Companies Prioritized Measurement, Training, and Scaling Programs 
Q. In 2013, what are your top internal social media objectives? 
In just a few years, dedicated employees have spread out beyond marketing and communications to proliferate other key functions and lines of business. At least 13 different business units across the enterprise may deploy social media (see Figure 9). Most notably, customer support (40%) and digital (37%) have become part of the everyday social mix. And while HR has traditionally used social for recruitment, social is also now expanding to be used for employee engagement, development, and retention. 
The number of social media practitioners is also increasing in areas where social hasn’t infiltrated before. Product Development, Customer Experience (CX)/User Experience (UX), Legal, and Research are among areas that are evolving into social business. As this migration continues, the need for all groups to work together and in line with one overall vision and philosophy will set the stage for a Converged social business. 
Figure 9: At Least 13 Business Units Have Dedicated Social Media Staff 
Q. In which of the following departments are there dedicated people 
(can be less than one FTE) executing social? (Q4 2012) 
MarketingCorporate Comm/PRSocial MediaDigitalProduct Department/R&DAdvertisingCustomer/User ExperienceCustomer SupportExecutiveLegalITHRMarket Research73% 66% 40% 37% 35% 29% 16% 16% 15% 14% 9% 8% 11% 48% 48% 43% 37% 40% 25% 33% 27% 23% 2012201026% 15% 30% 15% 35% 15% 35% 13% 32% 7% 22% Create metrics that demonstratethe value of social mediaDevelop internaleducation and trainingScale oursocial programsConnect social data to other enterprise datasources to deliver actionable insightIntegrate social mediawith digital and mobileConnect employeeswith social toolsDevelop a listening/monitoring solutionDetermine anorganizational/governance modelApply social insight tothe product roadmapGet buy-infrom stakeholdersCreate policiesand procedures
9 
Social Strategies Focus on Content, Engagement, and Support 
Outcomes and Measurement Favor Marketing and 
Customer Experience Objectives 
Given the deep learnings from five-plus years of experience, it’s little surprise that respondents shared that they were able to see and measure positive outcomes for marketing optimization, customer experience, and brand health social initiatives (see Figure 12). In progress toward a fully Converged social business, customer experience and brand health become critical KPIs as they are a social reflection of a company’s brand promise, reputation, and engagement strategy. 
Figure 12: Social Media Programs Demonstrate Positive Outcomes for Marketing Optimization, Customer Experience, and Brand Health 
Q. Which of the following outcomes can you atribute to your social business program 
in the last 12 months? (Q3 2013) 
Content marketing, engagement, listening, and providing direct customer support became higher social priorities in 2013, with more than half naming content marketing (see Figure 11). Content marketing as a key objective signifies that brands are looking at social media as a means to tell stories, market, and create awareness, preference, and even demand. 
On the other hand, notable decreases in social commerce, advocacy, and collaboration programs signify a need to prioritize objectives rather than spread investments, time, and resources across too many initiatives. 
Figure 11: 
Top External Social Priorities Focus on Content, Engagement, Listening, and Support 
Q. In 2013, what are your top three external social media objectives? 
We have formalized metrics that show positive outcomesWe have not been able to tie this to positive outcomesWe have not formally measured this yet53% 45% 45% 24% 19% 18%29%52% 37%42% 35%39% 26%29% 23%29% 23%21% Marketing Optimization: Improvement in effectivenessof marketing programsCustomer Experience: Improvement in relationship withcustomers, experience with brandBrand Health: Improvement in attitudes, conversation, and behavior toward our brandInnovation: Increase in product R&Dand innovationOperation Efficiency: Reduction in companyexpenses, e.g., customer serviceRevenue Generation: Increase in actual product revenue, leads, conversions57% 50% 43% 41% 38% 32% 16% 27% 25% 47% 16% 25% 14% 20% 13% 21% 9% 14% 9% 22% 20122010ContentmarketingDeveloping ongoing dialog andengagement with customersListening/learningfrom customersProviding direct customer supportthrough social channelsDeveloping an influencer relations or ambassador programWebsiteintegrationFormalizing anadvocacy programCollaboration with customers onnew products/servicesMobile/ LocationEnablingpeer-to-peer supportSocialcommerce
10 
Social Budgets Stayed Constant in 2013 
Social Media Spending Focuses on Enabling a Social Business 
Social media investments are distributed across all aspects of social business enablement, with companies mostly planning to increase spending on social media management systems (SMMS) to help scale engagement (see Figure 15). The second area is spending on training and education as organizations seek to educate those outside of the core social media teams on how to integrate social into everyday processes. 
Figure 15: In 2013, Nearly Half of Social Strategists Planned to Increase Spending on Social Media Management Systems and Internal Training and Education 
In 2013, there was little movement in social budgets from the previous year (see Figure 13). Nearly half of companies’ social budgets are less than $100K or between $100K to $500K. Within those budgets, the highest technology spend was for listening/monitoring platforms, followed closely by analytics and community platforms (see Figure 14). 
Figure 13: Social Budgets Stayed Constant in 2013 
Figure 14: Listening/Monitoring, Analytics, and Community Platforms Are the Biggest Social Technology Spends in 2013 
Listening/monitoring platforms$62,000Analytics platforms$54,600Community platforms$51,900Social media management systems$34,700Enterprise social networks$29,400Social CRM$14,800More than $5 million2013 Projection$100,000 to < $500,000Less than $100,000$500,000 to < $1 million$1 million to < $5 million201226% 34% 25% 23% 6% 4% 11% 9% 5% 5% Social media management systems(Hootsuite, Spredfast, Sprinklr) Training and education(workshop, conferences, webinars) Custom technology development or data integration servicesSocial appdevelopmentListening/monitoring platforms (Radian6, Scout Labs, Crimson Hexagon, NetBase) External agency to support engagement(e.g., moderate Facebook page) Analytics platforms (Webtrends, Omniture, Coremetrics) Community platforms (Lithium, Jive, Get Satisfaction) Blogger/Influencer networks (Federated Media, NetShelter, BlogHer) Enterprise social network (Yammer, Chatter) Social CRM47% 47% 45% 43% 43% 38% 37% 33% 25% 23% 22%
11 
Social Media Risk Management Needs Improvement Social Media Education Is at Best Fair 
Our survey revealed that employee knowledge of social media usage and company 
policies is lacking across the board (see Figure 18). This ties back to the “social anarchy” 
that’s brewing within the organization today. Only 18% of those surveyed believed that 
employees have a good or very good understanding of social media and organizational 
policies (see Figure 19). 
Figure 18: Most Organizations Admit Employees Have Little Knowledge of Their Social 
Media Policies 
Q. What is the knowledge level of employees about social media usage and 
the organizational social media policies? (Q4 2012) 
Figure 19: Only a Third of Companies Have Formal Social Media Training 
Q. Select the description that best fits your current social media education efforts: (Q3 2013) 
While 65% of companies have risk mitigation/crisis management policies in place, 
only 27% say that employees are properly trained on how to use (or not use) social 
media (see Figure 16), risking social media violations or crises by employees. And while 
most companies have internal social media policies, only half have consumer-facing 
community policies in place that help set expectations (see Figure 17). 
Figure 16: Most Companies Have Risk Mitigation and Crisis Management Processes 
for Social Media, But Few Say Employees Are Properly Trained 
Q. Which of the following outcomes can you attribute to your social business program 
in the last 12 months? (Q4 2012) 
Figure 17: Internal Social Media Policies Are Largely in Place, But Only Half of 
Companies Have External, Customer-Facing Community Policies 
Q. Which of the following social media policies does your organization currently have? 
(Select as many as applicable) (Q4 2012) 
65% 
27% 
Risk management around social media is well 
understood by Legal/Compliance, and risk 
mitigation/crisis management policies and 
processes are in place throughout the organization. 
Employees at all levels are aware and trained on 
how to use (or not to use) social media in both their 
jobs and personal lives in ways that will 
positively impact the organization. 
85% 
75% 
5% 
52% 
2% 
Organizational 
Social Media 
Policy 
Privacy 
Policy 
Not sure if we 
have a social 
media policy 
None of 
the above 
Community 
Policy 
14% 
4% 7% 
30% 
45% 
Good 
Very Good Very Poor 
Poor 
Fair 
22% 
39% 38% 
26% 
12% 
No program: 
We have not 
rolled out a program 
Ad hoc: 
We have 
ad hoc education 
In progress : 
We are in the process of 
formalizing education 
of companies 
Formalized: 
We have formalized 
and ongoing education
12 
The data that appears in this report was also used in the following reports and books: 
The Seven Success Factors of Social Business Strategy 
by Charlene Li and Brian Solis, July 2013 
The Evolution of Social Business: Six Stages of Social Business Transformation 
by Charlene Li and Brian Solis, March 2013 
A Framework for Social Analytics 
by Susan Etlinger, August 2011 
Related Altimeter Services 
Social business champions need to take strategies to the next level. Altimeter has a suite of solutions to help strategists guide organizations through an important series of steps that lead to social business transformation. 
Altimeter’s Social Business Strategy Suite is designed as a complete process, or it can be implemented through a menu-driven approach to meet your specific needs. 
Discovery: 
• 
Social Readiness Roadmap 
• 
Social Media Policy & Risk Assessment 
• 
Opportunity Analysis 
• 
Socialgraphics 
Strategy Development: 
• 
Social Business Vision 
• 
Strategy Roadmap 
• 
Metrics Development & Alignment 
• 
Identify and Prioritize Initiatives 
Organizational Development 
• 
Governance & Organizational Structure 
• 
Content Strategy Roadmap 
• 
Social Data & Analytics Roadmap 
• 
Training Program Roadmap 
• 
Technology Assessments 
The evolution of social business is constant. While models, budgets, and investments will shift over time, the biggest impact of social media will be in the social contract companies establish with customers and employees. Doing so allows companies to think through the investment and the expected return for employees and customers so they can introduce and grow mutually beneficial and productive social programs. 
As a function of social business evolution, social becomes part of the DNA and culture in organizational transformation. Everything begins with the articulation of a vision for how social impacts customer and employee relationships and experiences. From there, businesses can track investments in models, process, policies, collaboration, workflow, and technology to effectively scale social throughout the organization while aligning with a new or renewed vision and also business goals. 
In the next two years, we expect social to become part of a bigger movement where social joins web, mobile, and other digital initiatives to lead an integrated and orchestrated transformation. Social becomes just one part of the overall approach to successfully engage, learn from, and lead connected customers and employees. But it is the evolution into a Social Business as outlined above where stakeholders learn what it takes to adapt existing models, processes, and methodologies as part of an overall change management initiative. 
Methodology 
Each year, Altimeter Group conducts an online survey of social media strategists and executives. Survey results in this report are only from companies with more than 1000 employees for 2010-2012 and 500 employees for 2013. 
Survey Date 
Number of Respondents 
Q2 2010 
140 
Q2 2011 
144 
Q4 2012 
130 
Q3 2013 
65 
In Summary 
Related Reports
Brian Solis, Principal Analyst 
Brian Solis (@briansolis) is a principal analyst at Altimeter 
Group. He is also an award-winning author, prominent blogger, 
and keynote speaker. Solis works with enterprise organizations 
and technology vendors to research the state and direction of 
markets, competitors, and customer behavior. Through the use 
of proven frameworks and best practices, Solis analyzes trends, 
opportunities, capabilities, and areas for improvement to align 
new media initiatives with business priorities. 
Altimeter Group provides research and advisory for companies challenged 
by business disruptions, enabling them to pursue new opportunities and 
business models. We share our independent research on business disruptions 
via research reports, webinars, speeches, and more. We also offer advisory 
services to business leaders who wish to explore the specific implications of 
these disruptions within their organizations. 
Contact us: 
• 650.212.2272 
• sales@altimetergroup.com 
• altimetergroup.com 
• @altimetergroup 
Authors About Us 
Charlene Li, Founder and Analyst 
Charlene Li (@charleneli) is Founder of Altimeter Group and 
author of the New York Times bestseller, Open Leadership. 
She is also the co-author of the critically acclaimed bestselling 
book, Groundswell, which was named one of the best business 
books in 2008. She is one of the foremost experts on social 
media and technologies and a consultant and independent 
thought leader on leadership, strategies, social technology, 
interactive media, and marketing. 
Open Research 
This independent research report was 100% funded by Altimeter Group. This report is published under the principle of Open Research and is intended to advance the industry at no cost. This report is 
intended for you to read, utilize, and share with others; if you do so, please provide attribution to Altimeter Group. 
Permissions 
The Creative Commons License is Attribution-Noncommercial-Share Alike 3.0 United States at http://creativecommons.org/licenses/by-nc-sa/3.0. 
Disclosures 
Your trust is important to us, and as such, we believe in being open and transparent about our financial relationships. With permission, we publish a list of our client base on our website. See our 
website to learn more: http://www.altimetergroup.com/disclosure. 
Disclaimer 
ALTHOUGH THE INFORMATION AND DATA USED IN THIS REPORT HAVE BEEN PRODUCED AND PROCESSED FROM SOURCES BELIEVED TO BE RELIABLE, NO WARRANTY EXPRESSED OR 
IMPLIED IS MADE REGARDING THE COMPLETENESS, ACCURACY, ADEQUACY, OR USE OF THE INFORMATION. THE AUTHORS AND CONTRIBUTORS OF THE INFORMATION AND DATA SHALL 
HAVE NO LIABILITY FOR ERRORS OR OMISSIONS CONTAINED HEREIN OR FOR INTERPRETATIONS THEREOF. REFERENCE HEREIN TO ANY SPECIFIC PRODUCT OR VENDOR BY TRADE NAME, 
TRADEMARK, OR OTHERWISE DOES NOT CONSTITUTE OR IMPLY ITS ENDORSEMENT, RECOMMENDATION, OR FAVORING BY THE AUTHORS OR CONTRIBUTORS AND SHALL NOT BE USED 
FOR ADVERTISING OR PRODUCT ENDORSEMENT PURPOSES. THE OPINIONS EXPRESSED HEREIN ARE SUBJECT TO CHANGE WITHOUT NOTICE.

More Related Content

What's hot

[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...
[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...
[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...Altimeter, a Prophet Company
 
Digital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal BrandingDigital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal BrandingBrian Solis
 
Big Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesBig Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesCharlene Li
 
[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...
[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...
[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...Altimeter, a Prophet Company
 
[Slides] The State of Social Business 2013: The Maturing of Social Media into...
[Slides] The State of Social Business 2013: The Maturing of Social Media into...[Slides] The State of Social Business 2013: The Maturing of Social Media into...
[Slides] The State of Social Business 2013: The Maturing of Social Media into...Altimeter, a Prophet Company
 
[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...
[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...
[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...Altimeter, a Prophet Company
 
[Report] Social Data Intelligence, by Susan Etlinger
[Report] Social Data Intelligence, by Susan Etlinger [Report] Social Data Intelligence, by Susan Etlinger
[Report] Social Data Intelligence, by Susan Etlinger Altimeter, a Prophet Company
 
Five Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldFive Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldOgilvy Consulting
 
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall Sponder
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall SponderLinkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall Sponder
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall SponderMarshall Sponder
 
Optimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutOptimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutMSL
 
The Change Manifesto: Leading Transformation & Captivating Communities
The Change Manifesto: Leading Transformation & Captivating Communities The Change Manifesto: Leading Transformation & Captivating Communities
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
 
Social Insights on the Telecommunications Industry
Social Insights on the Telecommunications Industry Social Insights on the Telecommunications Industry
Social Insights on the Telecommunications Industry Brandwatch
 
Digital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRLDigital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
 
[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...
[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...
[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...Altimeter, a Prophet Company
 
Flathau unit1 slidshow
Flathau unit1 slidshowFlathau unit1 slidshow
Flathau unit1 slidshowbrentflathau
 
[Report] Content: The New Marketing Equation, by Rebecca Lieb
[Report] Content: The New Marketing Equation, by Rebecca Lieb[Report] Content: The New Marketing Equation, by Rebecca Lieb
[Report] Content: The New Marketing Equation, by Rebecca LiebAltimeter, a Prophet Company
 
The truth about mobile business intelligence 5 common myths debunked
The truth about mobile business intelligence   5 common myths debunkedThe truth about mobile business intelligence   5 common myths debunked
The truth about mobile business intelligence 5 common myths debunkedNuno Fraga Coelho
 
Social Business for Complex Organizations
Social Business for Complex OrganizationsSocial Business for Complex Organizations
Social Business for Complex OrganizationsEdelman Digital
 

What's hot (20)

[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...
[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...
[Report] The Evolution of Social Business: Six Stages of Social Media Transfo...
 
Digital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal BrandingDigital Influence: Social Capital, Social Currency and Personal Branding
Digital Influence: Social Capital, Social Currency and Personal Branding
 
Big Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best PracticesBig Brands & Facebook: Demographics, Case Studies & Best Practices
Big Brands & Facebook: Demographics, Case Studies & Best Practices
 
[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...
[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...
[Report] Guarding the Social Gates: The Imperative for Social Media Risk Mana...
 
[Slides] The State of Social Business 2013: The Maturing of Social Media into...
[Slides] The State of Social Business 2013: The Maturing of Social Media into...[Slides] The State of Social Business 2013: The Maturing of Social Media into...
[Slides] The State of Social Business 2013: The Maturing of Social Media into...
 
[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...
[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...
[Infographic] The State of Social Business: Social Media Matures, Yet Many Co...
 
[Report] Social Data Intelligence, by Susan Etlinger
[Report] Social Data Intelligence, by Susan Etlinger [Report] Social Data Intelligence, by Susan Etlinger
[Report] Social Data Intelligence, by Susan Etlinger
 
Five Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening WorldFive Principles for Storytelling in a Multi-Screening World
Five Principles for Storytelling in a Multi-Screening World
 
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall Sponder
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall SponderLinkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall Sponder
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall Sponder
 
Optimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside OutOptimising Digital Collaboration From the Inside Out
Optimising Digital Collaboration From the Inside Out
 
The Change Manifesto: Leading Transformation & Captivating Communities
The Change Manifesto: Leading Transformation & Captivating Communities The Change Manifesto: Leading Transformation & Captivating Communities
The Change Manifesto: Leading Transformation & Captivating Communities
 
Social media-benchmarks-2015
Social media-benchmarks-2015Social media-benchmarks-2015
Social media-benchmarks-2015
 
Social Insights on the Telecommunications Industry
Social Insights on the Telecommunications Industry Social Insights on the Telecommunications Industry
Social Insights on the Telecommunications Industry
 
Digital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRLDigital Brands & Live Experiences: Connecting with Your Audience IRL
Digital Brands & Live Experiences: Connecting with Your Audience IRL
 
[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...
[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...
[Report] Scalable Social Business: How Brands Manage Complex, Distributed Pro...
 
Social networking tools for enterprises 2
Social networking tools for enterprises   2Social networking tools for enterprises   2
Social networking tools for enterprises 2
 
Flathau unit1 slidshow
Flathau unit1 slidshowFlathau unit1 slidshow
Flathau unit1 slidshow
 
[Report] Content: The New Marketing Equation, by Rebecca Lieb
[Report] Content: The New Marketing Equation, by Rebecca Lieb[Report] Content: The New Marketing Equation, by Rebecca Lieb
[Report] Content: The New Marketing Equation, by Rebecca Lieb
 
The truth about mobile business intelligence 5 common myths debunked
The truth about mobile business intelligence   5 common myths debunkedThe truth about mobile business intelligence   5 common myths debunked
The truth about mobile business intelligence 5 common myths debunked
 
Social Business for Complex Organizations
Social Business for Complex OrganizationsSocial Business for Complex Organizations
Social Business for Complex Organizations
 

Viewers also liked

Relationship Economics: How to improve employee and customer relationships wi...
Relationship Economics: How to improve employee and customer relationships wi...Relationship Economics: How to improve employee and customer relationships wi...
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
 
The Inevitability of a Mobile-Only Customer Experience
The Inevitability of a Mobile-Only Customer ExperienceThe Inevitability of a Mobile-Only Customer Experience
The Inevitability of a Mobile-Only Customer ExperienceBrian Solis
 
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
 
LeWeb 2014: Disruption as an Ecosystem by Brian Solis
LeWeb 2014: Disruption as an Ecosystem by Brian SolisLeWeb 2014: Disruption as an Ecosystem by Brian Solis
LeWeb 2014: Disruption as an Ecosystem by Brian SolisBrian Solis
 
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]Brian Solis
 
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisThe Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisBrian Solis
 
The Future of Digital Music and Artistry - Brian Solis at Midem 2015
The Future of Digital Music and Artistry - Brian Solis at Midem 2015The Future of Digital Music and Artistry - Brian Solis at Midem 2015
The Future of Digital Music and Artistry - Brian Solis at Midem 2015Brian Solis
 
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
 
Dell B2B Huddle UK with Brian Solis
Dell B2B Huddle UK with Brian SolisDell B2B Huddle UK with Brian Solis
Dell B2B Huddle UK with Brian SolisBrian Solis
 
Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
 
10 Brian Solis Quotes by Prezly
10 Brian Solis Quotes by Prezly10 Brian Solis Quotes by Prezly
10 Brian Solis Quotes by PrezlyBrian Solis
 
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worthSXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worthBrian Solis
 
Official Slideshare for What's the Future of Business by Brian Solis #WTF
Official Slideshare for What's the Future of Business by Brian Solis #WTFOfficial Slideshare for What's the Future of Business by Brian Solis #WTF
Official Slideshare for What's the Future of Business by Brian Solis #WTFBrian Solis
 
25 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 201625 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 2016Brian Solis
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
 
15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian SolisBrian Solis
 
Solving for X: Why the Future of Business is Experiential
Solving for X: Why the Future of Business is ExperientialSolving for X: Why the Future of Business is Experiential
Solving for X: Why the Future of Business is ExperientialBrian Solis
 
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...Altimeter, a Prophet Company
 
2014-10-23 Digital Transformation, Digital Darwinism
2014-10-23 Digital Transformation, Digital Darwinism2014-10-23 Digital Transformation, Digital Darwinism
2014-10-23 Digital Transformation, Digital DarwinismMiquelEstape
 
How Uber turbo-charged the Sharing Economy Business Model
How Uber turbo-charged the Sharing Economy Business ModelHow Uber turbo-charged the Sharing Economy Business Model
How Uber turbo-charged the Sharing Economy Business ModelMurat @ InnovationTactics.com
 

Viewers also liked (20)

Relationship Economics: How to improve employee and customer relationships wi...
Relationship Economics: How to improve employee and customer relationships wi...Relationship Economics: How to improve employee and customer relationships wi...
Relationship Economics: How to improve employee and customer relationships wi...
 
The Inevitability of a Mobile-Only Customer Experience
The Inevitability of a Mobile-Only Customer ExperienceThe Inevitability of a Mobile-Only Customer Experience
The Inevitability of a Mobile-Only Customer Experience
 
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
 
LeWeb 2014: Disruption as an Ecosystem by Brian Solis
LeWeb 2014: Disruption as an Ecosystem by Brian SolisLeWeb 2014: Disruption as an Ecosystem by Brian Solis
LeWeb 2014: Disruption as an Ecosystem by Brian Solis
 
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]
 
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian SolisThe Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
The Rise of Digital Darwinism and the Fall of Business As Usual by Brian Solis
 
The Future of Digital Music and Artistry - Brian Solis at Midem 2015
The Future of Digital Music and Artistry - Brian Solis at Midem 2015The Future of Digital Music and Artistry - Brian Solis at Midem 2015
The Future of Digital Music and Artistry - Brian Solis at Midem 2015
 
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...
 
Dell B2B Huddle UK with Brian Solis
Dell B2B Huddle UK with Brian SolisDell B2B Huddle UK with Brian Solis
Dell B2B Huddle UK with Brian Solis
 
Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...
 
10 Brian Solis Quotes by Prezly
10 Brian Solis Quotes by Prezly10 Brian Solis Quotes by Prezly
10 Brian Solis Quotes by Prezly
 
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worthSXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
SXSW 2011 Keynote: Welcome to the EGOsystem, how much are you worth
 
Official Slideshare for What's the Future of Business by Brian Solis #WTF
Official Slideshare for What's the Future of Business by Brian Solis #WTFOfficial Slideshare for What's the Future of Business by Brian Solis #WTF
Official Slideshare for What's the Future of Business by Brian Solis #WTF
 
25 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 201625 Disruptive Technology Trends 2015 - 2016
25 Disruptive Technology Trends 2015 - 2016
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018
 
15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis
 
Solving for X: Why the Future of Business is Experiential
Solving for X: Why the Future of Business is ExperientialSolving for X: Why the Future of Business is Experiential
Solving for X: Why the Future of Business is Experiential
 
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
 
2014-10-23 Digital Transformation, Digital Darwinism
2014-10-23 Digital Transformation, Digital Darwinism2014-10-23 Digital Transformation, Digital Darwinism
2014-10-23 Digital Transformation, Digital Darwinism
 
How Uber turbo-charged the Sharing Economy Business Model
How Uber turbo-charged the Sharing Economy Business ModelHow Uber turbo-charged the Sharing Economy Business Model
How Uber turbo-charged the Sharing Economy Business Model
 

Similar to [Report] The State of Social Business 2013: The Maturing of Social Media into Social Business

Sbs v4-130305232717-phpapp01 (1)
Sbs v4-130305232717-phpapp01 (1)Sbs v4-130305232717-phpapp01 (1)
Sbs v4-130305232717-phpapp01 (1)plutoone TestTwo
 
The Way to a True End-to-End Social Media-Centric Enterprise
The Way to a True End-to-End Social Media-Centric EnterpriseThe Way to a True End-to-End Social Media-Centric Enterprise
The Way to a True End-to-End Social Media-Centric EnterpriseCognizant
 
The Way to a True End to End Social Media Centric Enterprise
The Way to a True End to End Social Media Centric EnterpriseThe Way to a True End to End Social Media Centric Enterprise
The Way to a True End to End Social Media Centric EnterpriseVikram Mohan
 
2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...Kantar Media CIC
 
Leading Social Media
Leading Social MediaLeading Social Media
Leading Social MediaCapgemini
 
Social media state_2014
Social media state_2014Social media state_2014
Social media state_2014michael kook
 
Social media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't knowSocial media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't knowGeek4Green
 
The state of_social_marketing
The state of_social_marketingThe state of_social_marketing
The state of_social_marketingSvetlana Belyaeva
 
Social Business Development Roadmap in China
Social Business Development Roadmap in ChinaSocial Business Development Roadmap in China
Social Business Development Roadmap in ChinaCIC
 
[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...Altimeter, a Prophet Company
 
The State of Corporate Social Media 2012
The State of Corporate Social Media 2012The State of Corporate Social Media 2012
The State of Corporate Social Media 2012Nick Johnson
 
2015 state of social media
2015 state of social media2015 state of social media
2015 state of social mediarealtop466
 
final Power Points Top Premier Essays.pdf
final Power Points Top Premier Essays.pdffinal Power Points Top Premier Essays.pdf
final Power Points Top Premier Essays.pdf4934bk
 
What Does My CEO Not Get About Social Media?
What Does My CEO Not Get About Social Media?What Does My CEO Not Get About Social Media?
What Does My CEO Not Get About Social Media?Sachs Media Group
 
MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media Lithium
 

Similar to [Report] The State of Social Business 2013: The Maturing of Social Media into Social Business (20)

BankingEXPERT
BankingEXPERTBankingEXPERT
BankingEXPERT
 
Sbs v4-130305232717-phpapp01 (1)
Sbs v4-130305232717-phpapp01 (1)Sbs v4-130305232717-phpapp01 (1)
Sbs v4-130305232717-phpapp01 (1)
 
The Way to a True End-to-End Social Media-Centric Enterprise
The Way to a True End-to-End Social Media-Centric EnterpriseThe Way to a True End-to-End Social Media-Centric Enterprise
The Way to a True End-to-End Social Media-Centric Enterprise
 
The Way to a True End to End Social Media Centric Enterprise
The Way to a True End to End Social Media Centric EnterpriseThe Way to a True End to End Social Media Centric Enterprise
The Way to a True End to End Social Media Centric Enterprise
 
Sb social mediaforbusiness-selectthemes2010-3nov10
Sb social mediaforbusiness-selectthemes2010-3nov10Sb social mediaforbusiness-selectthemes2010-3nov10
Sb social mediaforbusiness-selectthemes2010-3nov10
 
Brian Solis
Brian SolisBrian Solis
Brian Solis
 
Brian Solis
Brian SolisBrian Solis
Brian Solis
 
2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...2014 from social business to big data white paper insights from cic's 2013-20...
2014 from social business to big data white paper insights from cic's 2013-20...
 
Leading Social Media
Leading Social MediaLeading Social Media
Leading Social Media
 
Social media state_2014
Social media state_2014Social media state_2014
Social media state_2014
 
Social media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't knowSocial media insights - What most companies & brands don't know
Social media insights - What most companies & brands don't know
 
The state of_social_marketing
The state of_social_marketingThe state of_social_marketing
The state of_social_marketing
 
Social Business Development Roadmap in China
Social Business Development Roadmap in ChinaSocial Business Development Roadmap in China
Social Business Development Roadmap in China
 
[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...
 
The State of Corporate Social Media 2012
The State of Corporate Social Media 2012The State of Corporate Social Media 2012
The State of Corporate Social Media 2012
 
2015 state of social media
2015 state of social media2015 state of social media
2015 state of social media
 
final Power Points Top Premier Essays.pdf
final Power Points Top Premier Essays.pdffinal Power Points Top Premier Essays.pdf
final Power Points Top Premier Essays.pdf
 
What Does My CEO Not Get About Social Media?
What Does My CEO Not Get About Social Media?What Does My CEO Not Get About Social Media?
What Does My CEO Not Get About Social Media?
 
MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media MarketingProfs 2012 State of Social Media
MarketingProfs 2012 State of Social Media
 
Social Media in Healthcare
Social Media in HealthcareSocial Media in Healthcare
Social Media in Healthcare
 

More from Brian Solis

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
FAST COMPANY: Liderler için yol haritası - Brian Solis
FAST COMPANY: Liderler için yol haritası - Brian SolisFAST COMPANY: Liderler için yol haritası - Brian Solis
FAST COMPANY: Liderler için yol haritası - Brian SolisBrian Solis
 
LEADERS Magazine Features Brian Solis on Innovation and Purpose
LEADERS Magazine Features Brian Solis on Innovation and PurposeLEADERS Magazine Features Brian Solis on Innovation and Purpose
LEADERS Magazine Features Brian Solis on Innovation and PurposeBrian Solis
 
"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher VoglerBrian Solis
 
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...Brian Solis
 
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...Brian Solis
 
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...Brian Solis
 
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Brian Solis
 
Economic and Creative Disruption - Linda Yueh and Brian Solis
Economic and Creative Disruption - Linda Yueh and Brian SolisEconomic and Creative Disruption - Linda Yueh and Brian Solis
Economic and Creative Disruption - Linda Yueh and Brian SolisBrian Solis
 
Power to the People: The Socialization of Business
Power to the People: The Socialization of BusinessPower to the People: The Socialization of Business
Power to the People: The Socialization of BusinessBrian Solis
 
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...Brian Solis
 
The Magic of Stories: How Storytelling Can Save Marketing
The Magic of Stories: How Storytelling Can Save MarketingThe Magic of Stories: How Storytelling Can Save Marketing
The Magic of Stories: How Storytelling Can Save MarketingBrian Solis
 
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...Brian Solis
 
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...Brian Solis
 
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...Brian Solis
 
The Future of Music: What Every Business Can Learn From The State of The Musi...
The Future of Music: What Every Business Can Learn From The State of The Musi...The Future of Music: What Every Business Can Learn From The State of The Musi...
The Future of Music: What Every Business Can Learn From The State of The Musi...Brian Solis
 
Is there room for creative imagination in quantum computing? by Brian Solis f...
Is there room for creative imagination in quantum computing? by Brian Solis f...Is there room for creative imagination in quantum computing? by Brian Solis f...
Is there room for creative imagination in quantum computing? by Brian Solis f...Brian Solis
 
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CESBrian Solis
 
Leading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian SolisLeading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian SolisBrian Solis
 
The Six Stages of Digital Transformation by Brian Solis
The Six Stages of Digital Transformation by Brian SolisThe Six Stages of Digital Transformation by Brian Solis
The Six Stages of Digital Transformation by Brian SolisBrian Solis
 

More from Brian Solis (20)

The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
FAST COMPANY: Liderler için yol haritası - Brian Solis
FAST COMPANY: Liderler için yol haritası - Brian SolisFAST COMPANY: Liderler için yol haritası - Brian Solis
FAST COMPANY: Liderler için yol haritası - Brian Solis
 
LEADERS Magazine Features Brian Solis on Innovation and Purpose
LEADERS Magazine Features Brian Solis on Innovation and PurposeLEADERS Magazine Features Brian Solis on Innovation and Purpose
LEADERS Magazine Features Brian Solis on Innovation and Purpose
 
"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler"The Memo That Started It All" by Christopher Vogler
"The Memo That Started It All" by Christopher Vogler
 
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
'Decentraler internet komt er, maar moet eerst door fase van desillusie' | De...
 
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
Digital Darwinism An Interview with Brian Solis, Global Innovation Evangelist...
 
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
The Digital Change Agent's Manifesto: How the People Behind Digital Transform...
 
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...Mobile is Eating the World - Four ways to rethink customer experiences as mob...
Mobile is Eating the World - Four ways to rethink customer experiences as mob...
 
Economic and Creative Disruption - Linda Yueh and Brian Solis
Economic and Creative Disruption - Linda Yueh and Brian SolisEconomic and Creative Disruption - Linda Yueh and Brian Solis
Economic and Creative Disruption - Linda Yueh and Brian Solis
 
Power to the People: The Socialization of Business
Power to the People: The Socialization of BusinessPower to the People: The Socialization of Business
Power to the People: The Socialization of Business
 
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
Digital Darwinism: An Interview with Brian Solis, Global Innovation Evangelis...
 
The Magic of Stories: How Storytelling Can Save Marketing
The Magic of Stories: How Storytelling Can Save MarketingThe Magic of Stories: How Storytelling Can Save Marketing
The Magic of Stories: How Storytelling Can Save Marketing
 
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
The Rise of Digital Darwinism and the Real-world Business Drivers for Digital...
 
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
Genève doit créer la Croix-Rouge de l’Internet - Brian Solis Keynote at Digit...
 
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
Rakuten Ready and Brian Solis Introduce The NOW Economy - The Future of BOPIS...
 
The Future of Music: What Every Business Can Learn From The State of The Musi...
The Future of Music: What Every Business Can Learn From The State of The Musi...The Future of Music: What Every Business Can Learn From The State of The Musi...
The Future of Music: What Every Business Can Learn From The State of The Musi...
 
Is there room for creative imagination in quantum computing? by Brian Solis f...
Is there room for creative imagination in quantum computing? by Brian Solis f...Is there room for creative imagination in quantum computing? by Brian Solis f...
Is there room for creative imagination in quantum computing? by Brian Solis f...
 
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
11 Digital Trends Shaping CX and Marketing in 2020 - Live from CES
 
Leading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian SolisLeading Trends in Retail Innovation by Brian Solis
Leading Trends in Retail Innovation by Brian Solis
 
The Six Stages of Digital Transformation by Brian Solis
The Six Stages of Digital Transformation by Brian SolisThe Six Stages of Digital Transformation by Brian Solis
The Six Stages of Digital Transformation by Brian Solis
 

Recently uploaded

Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịUreka Media Vietnam CO., LTD
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...Riches General marchandise
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.lindseyjanelladuran
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealSocioCosmos
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial managementHazel Johnson
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"SocioCosmos
 

Recently uploaded (6)

Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thịNhững điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
Những điều cơ bản về AI - Hướng dẫn hiểu và ứng dụng AI cho nhà tiếp thị
 
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
THE DIGITAL MINE:Striking Gold in The Digital Mine: Attracting Leads and Maki...
 
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
BLOGGING. PPT. PTASK. 10-ST.LEOTHEGREAT.
 
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive DealRevolutionize Your Pinterest: Socio Cosmos Exclusive Deal
Revolutionize Your Pinterest: Socio Cosmos Exclusive Deal
 
Fintech app development company with financial management
Fintech app development company with financial managementFintech app development company with financial management
Fintech app development company with financial management
 
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos""Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
"Beyond Limits: Powering Your YouTube Ascent with Socio Cosmos"
 

[Report] The State of Social Business 2013: The Maturing of Social Media into Social Business

  • 1. The State of Social Business 2013: The Maturing of Social Media into Social Business By Brian Solis and Charlene Li With Jessica Groopman, Jaimy Szymanski, and Christine Tran Based on results from Altimeter Group’s 2010-2013 annual survey of social media strategists and executives A State of the Industry Report October 15, 2013
  • 2. Altimeter Group conducts regular social business surveys to learn how social media is evolving within enterprise organizations. While we’ve included our Q4 2012 data in previous reports, we are now making the survey results available to the public under a Creative Commons License as part of our Open Research. Some figures in this report also use survey results from 2010-2011 to provide year-over-year comparisons. Where relevant, we include results from our latest survey that was conducted in Q3 2013. Analysis of our survey results reveal that social media is extending deeper into organizations and, at the same time, strategies are maturing. What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals. Our hope is that the data shared in this report provides some perspective on where your company is today so that you can chart your own course for social business evolution. Some ways to use the data include: 1. Benchmark where you are compared to the various business stages shared in this report. 2. Document existing challenges and opportunities that you will need to address for your 2014 social business plan. 3. Determine how social strategies can better align with business objectives and priorities. 4. Finally, follow along with Altimeter Group’s Seven Success Factors of Social Business Strategy to expedite your transition from social media to social business. Executive Summary
  • 3. 6. Top priorities for social include scaling for engagement, integrating data, and training/education around social. 7. Measuring the impact of social is maturing, with over half of organizations able to track the impact of social on marketing efforts. 8. Lack of employee training around social media policies remains a significant risk area — only 18% of companies said that their employees have a good or very good understanding of their social media policies. Highlights of Findings 1. In terms of social business maturity, most organizations are “intermediate,” with only 17% who are truly strategic in the execution of their social strategies. 2. The lack of clear leadership, organization, and strategy means that many organizations experience some form of “social anarchy,” of siloed, uncoordinated social efforts. 3. More companies are moving to the Multiple Hub and Spoke model to organize their social business programs, up from 18% in 2010 using this model to 23.6% in 2013. 4. Most dedicated social media teams continue to report to Marketing (40%) or Corporate Communications/PR (26%). But now, 13 different departments around the organization are seeing dedicated staff work on social initiatives. 5. Companies are committing more headcount to social media across all sizes of companies. The biggest jump is for companies with more than 100,000 employees, which now report an average of 49 full-time employees (FTEs) supporting social media in the organization, compared to 20 in 2010. 3
  • 4. The State of Social Business: 2012 Benchmark Study In our report, The Evolution of Social Business: Six Stages of Social Business Transformation, we found that even though social media is making its way into more and more businesses, companies that adopt it are not created equal when it comes to social media maturity. Our research revealed a distinct gap between companies that execute social media strategies and those that are truly a “social business.” A social business, as we defined in the report, is the deep integration of social media and social methodologies into the organization to drive business impact. As companies mature in social, we identified a natural progression through six distinct stages: Stage 1: Planning — Listening and learning to ensure a strong foundation of strategy and resource development, organizational alignment, and execution. Do not currently have a significant presence in social media channels. Stage 2: Presence — Staking claim and moving from planning to action, establishing a formal and informed presence in social media. Stage 3: Engagement — Making a commitment where social becomes critical to relationship-building along the entire customer lifecycle. Stage 4: Formalized — Organizing for scale in social deployment and engagement across multiple departments, business units, and sub-brands. Stage 5: Strategic — Becoming a social business; social initiatives are gaining visibility through business impact. Social methodologies and technologies become integrated across functions. Stage 6: Converged — Business is social; social media strategies weave into the fabric of an evolving organization driven by a vision of improving customer and employee relationships and experiences. We found that while most companies have an established presence, engage actively with customers, or even have formalized programs, only 17% consider themselves at the higher ends of social business maturity (see Figure 1). Figure 1: Most Enterprises Characterize Themselves as Intermediate in Social Business Maturity Q. How would you characterize where your organization is in its social business evolution? (Q3 2013) 6% 25%26%26% 14% 3% Stage 1PlanningStage 2PresenceStage 4FormalizedStage 5StrategicStage 6ConvergedStage 3Engagement 4
  • 5. 27% 26% 20% 18% 9% Distributed social media approach: Where lines of business and business functions independently manage and fundsocial media strategies to create departmentaloutcomes, i.e., sales, service, marketing, HR. Holistic social media approach: Where lines of business and business functions operate against an enterprise-level vision andstrategy — they act independently, but in a unified and complementary fashion. Marketing/Communications multi-channel approach: Where activity is based on a one-to-many distribution, i.e., same content calendar for every social network and controlled centrally. Marketing/Communications single-channel focus: Creates individual content plans for specific social sites and channels like Facebook, Twitter, LinkedIn, YouTube, blogs, etc. Customer-service focus: Emphasis is on listening to customer conversations and resolving customer issues. Social Media Programs Still Foster “Social Anarchy” Only Half of Executives Are Aligned with the Social Strategy Social media programs often exist in siloes within the organization, creating a form of “social anarchy” when leadership, strategy, and organization are not aligned. We found that only 26% of companies approach social media holistically, operating against a common enterprise vision (see Figure 2). Figure 2: Few Companies Approach Social Media Holistically Q. Which of the following statements best match your organization’s definition of social strategy? (Q4 2012) In addition, only 52% of executives are informed, engaged, and aligned with their company’s social strategy (see Figure 3). This, of course, limits social media’s growth path. We found, though, that executives who get on board with social do so because strategies track toward tangible business objectives. This places organizations across multiple stages, including Presence, Engagement, and Formalized in their social business evolution. Figure 3: Half of Executives Are Informed, Engaged, and Aligned with Social Strategy Q. Below are number of statements that describe elements of a social strategy. Please indicate the extent to which you agree that each statement describes your organizations. (Q4 2012) 65% 60% 61% 52% 52% 48% 34% 27% Risk management around social media is well understood by Legal/Compliance, and riskmitigation/crisis management policies and processes are in place throughout the organization. Roles, responsibilities, and governance of people directly and indirectly responsible for the execution and support of social efforts are identified, resourced, and in place throughout the organization. Social strategy is connected to business goals andoutcomes. A long-term vision for how social media will improvecustomer relationships has been articulated. Top executives are informed, engaged, and aligned with our social strategy. The social strategy includes a detailed road map for whatit will do — and also not do — over the next 1+ years. Employees at all levels are aware and trained on how to use (or not to use) social media in both their jobs as well as personal lives in ways that will positively impact the organization. There are clear metrics used throughout the organizationthat associate social activities with business outcomes. 5
  • 6. Social Business Gains Traction Throughout the Organization Organizations Still Experiment with Several Models to Support Social Media A key part of social business is how and where it lives in the organization. We found that 78% of companies have a dedicated social media team — with 22% having them at both the corporate and division level (see Figure 4). Only 22% do not have a dedicated team yet. Figure 4: Three-Quarters of Companies Have a Dedicated Social Media Team Q. Does your company have a dedicated social media team that serves the entire company or division as a shared resource? (Q3 2013) Organizations continue to use a variety of models to support social media programs. We found that no one format is permanent or dominant. Many companies start with a model that mirrors the culture of their company today. As programs develop, new models are tested to expand social media across disciplines, departments, and lines of business. Most companies continue to organize as Hub and Spoke (35%), but the biggest shift was companies moving toward Multiple Hub and Spoke, increasing from 18% in 2010 to almost 24% in 2012 (see Figure 5). Multiple Hub and Spoke is gaining traction with organizations that move along the stages of social media maturity as it brings disparate groups together to solve for challenges that prevent social integration into everyday workflow. Figure 5: Companies Continue to Organize for Social Media as Hub and Spoke, with a Shift Toward Multiple Hub and Spoke 14% 22% Yes, at the division level22%Not yetYes, at the corporate and division level42%Yes, at thecorporate level2010201210.8% 9.4% 28.8% 29.1% 41% 35.4% 18% 23.6% 1.4% 2.4% DecentralizedNo one departmentmanages or coordinates; efforts bubble up fromthe edges of the company. Hub and SpokeA cross-functional team sits in a centralized position and helps various nodes, such as business units. HolisticEveryone in the companyuses social media safelyand consistently acrossall organizations. CentralizedOne department(like Corp Communications) manages all social activities. Multiple Hub and Spoke(“Dandelion”) Similar to Hub and Spoke but applicable to multinational companies where “companies within companies” act nearly autonomusly from each other under a common brand. 6
  • 7. 7 Social Media Headcount Expanded Rapidly Marketing and Communications Become the Social Media Core The number of full-time employees supporting social media is on the rise. Between 2010 and 2012, companies with over 5,000 employees have increased staffing for enterprise social efforts (see Figure 6). Moreover, the number of people in specific social media roles has also increased over time (see Figure 7). Figure 6: Social Media Headcount Across the Organization Is Blooming Q. Approximately how many full-time equivalent staff currently support social efforts in your organization, for external and internal engagement? Figure 7: The Core Social Media Team Increases in Size Q. How many full-time or full-time equivalent employees make up this dedicated social media team? (Answer for the team(s) you are most familiar with.) By far, most core social media teams reside in Marketing or Corporate Communications and PR, accounting for 66% of all businesses surveyed (see Figure 8). Social media is also making headway as its own group, now matching core digital teams at 14%. As social media becomes part of everyday engagement across the enterprise, the core social media team will continue to grow as a critical enabler that helps the business learn how to be social. With the expansion of social media across the enterprise, businesses will move along the Formalized and Strategic stages of social business evolution. This sets the stage for social media to operate in alignment with overall business, lines of business, and functional goals. Figure 8: Core Social Media Teams Reside Largely in Marketing or Corporate Communications/PR Q. In which department does your CORE social me team reside? (Q4 2012) Marketing Corporate Comm/PR Social Media Digital Advertising Customer Support Executive IT Other 40% 26% 14% 14% 2% 2% 1% 1% 6% Employees in Company Average # of Staff 2010 2012 1,000 to < 5,000 5,000 to < 10,000 10,000 to < 50,000 50,000 to < 100,000 More than 100,000 3.1 5.2 5.4 23.8 20.4 3.1 19.4 12.0 27.9 49.4 Role 2011 Average 2013 Average Social Strategist Business Unit Liaison Content Strategist Education/Training Manager Community Manager Web Developer Social Media Manager Social Analyst Total 1.5 1.5 N/A 5 3 1.5 2 1 11 1.6 1.7 1.7 0.8 2.5 3.4 2.2 1.6 15.6 .
  • 8. 8 Social Media Expands into Social Business 2013 Viewed as the Year Where Social Scales and Integrates While priorities such as metrics and training remain top priorities, new initiatives are getting attention, such as scaling social programs, making sense of social data, and integrating with digital and mobile efforts (see Figure 10). This is supported by related objectives to develop internal education and training, up to 43%, and connect employees with social tools, at 23%. Companies can’t scale social media across the enterprise with a core team alone. As businesses move toward Formalized, Strategic, and Converged stages, strategists learn that housing social in one group hinders growth, scale, and internal distribution, leaving strategy development and execution in either the core or among external agencies. To truly scale social throughout the enterprise takes empowerment where it becomes a new instrument to achieve business goals. Figure 10: In 2013, Companies Prioritized Measurement, Training, and Scaling Programs Q. In 2013, what are your top internal social media objectives? In just a few years, dedicated employees have spread out beyond marketing and communications to proliferate other key functions and lines of business. At least 13 different business units across the enterprise may deploy social media (see Figure 9). Most notably, customer support (40%) and digital (37%) have become part of the everyday social mix. And while HR has traditionally used social for recruitment, social is also now expanding to be used for employee engagement, development, and retention. The number of social media practitioners is also increasing in areas where social hasn’t infiltrated before. Product Development, Customer Experience (CX)/User Experience (UX), Legal, and Research are among areas that are evolving into social business. As this migration continues, the need for all groups to work together and in line with one overall vision and philosophy will set the stage for a Converged social business. Figure 9: At Least 13 Business Units Have Dedicated Social Media Staff Q. In which of the following departments are there dedicated people (can be less than one FTE) executing social? (Q4 2012) MarketingCorporate Comm/PRSocial MediaDigitalProduct Department/R&DAdvertisingCustomer/User ExperienceCustomer SupportExecutiveLegalITHRMarket Research73% 66% 40% 37% 35% 29% 16% 16% 15% 14% 9% 8% 11% 48% 48% 43% 37% 40% 25% 33% 27% 23% 2012201026% 15% 30% 15% 35% 15% 35% 13% 32% 7% 22% Create metrics that demonstratethe value of social mediaDevelop internaleducation and trainingScale oursocial programsConnect social data to other enterprise datasources to deliver actionable insightIntegrate social mediawith digital and mobileConnect employeeswith social toolsDevelop a listening/monitoring solutionDetermine anorganizational/governance modelApply social insight tothe product roadmapGet buy-infrom stakeholdersCreate policiesand procedures
  • 9. 9 Social Strategies Focus on Content, Engagement, and Support Outcomes and Measurement Favor Marketing and Customer Experience Objectives Given the deep learnings from five-plus years of experience, it’s little surprise that respondents shared that they were able to see and measure positive outcomes for marketing optimization, customer experience, and brand health social initiatives (see Figure 12). In progress toward a fully Converged social business, customer experience and brand health become critical KPIs as they are a social reflection of a company’s brand promise, reputation, and engagement strategy. Figure 12: Social Media Programs Demonstrate Positive Outcomes for Marketing Optimization, Customer Experience, and Brand Health Q. Which of the following outcomes can you atribute to your social business program in the last 12 months? (Q3 2013) Content marketing, engagement, listening, and providing direct customer support became higher social priorities in 2013, with more than half naming content marketing (see Figure 11). Content marketing as a key objective signifies that brands are looking at social media as a means to tell stories, market, and create awareness, preference, and even demand. On the other hand, notable decreases in social commerce, advocacy, and collaboration programs signify a need to prioritize objectives rather than spread investments, time, and resources across too many initiatives. Figure 11: Top External Social Priorities Focus on Content, Engagement, Listening, and Support Q. In 2013, what are your top three external social media objectives? We have formalized metrics that show positive outcomesWe have not been able to tie this to positive outcomesWe have not formally measured this yet53% 45% 45% 24% 19% 18%29%52% 37%42% 35%39% 26%29% 23%29% 23%21% Marketing Optimization: Improvement in effectivenessof marketing programsCustomer Experience: Improvement in relationship withcustomers, experience with brandBrand Health: Improvement in attitudes, conversation, and behavior toward our brandInnovation: Increase in product R&Dand innovationOperation Efficiency: Reduction in companyexpenses, e.g., customer serviceRevenue Generation: Increase in actual product revenue, leads, conversions57% 50% 43% 41% 38% 32% 16% 27% 25% 47% 16% 25% 14% 20% 13% 21% 9% 14% 9% 22% 20122010ContentmarketingDeveloping ongoing dialog andengagement with customersListening/learningfrom customersProviding direct customer supportthrough social channelsDeveloping an influencer relations or ambassador programWebsiteintegrationFormalizing anadvocacy programCollaboration with customers onnew products/servicesMobile/ LocationEnablingpeer-to-peer supportSocialcommerce
  • 10. 10 Social Budgets Stayed Constant in 2013 Social Media Spending Focuses on Enabling a Social Business Social media investments are distributed across all aspects of social business enablement, with companies mostly planning to increase spending on social media management systems (SMMS) to help scale engagement (see Figure 15). The second area is spending on training and education as organizations seek to educate those outside of the core social media teams on how to integrate social into everyday processes. Figure 15: In 2013, Nearly Half of Social Strategists Planned to Increase Spending on Social Media Management Systems and Internal Training and Education In 2013, there was little movement in social budgets from the previous year (see Figure 13). Nearly half of companies’ social budgets are less than $100K or between $100K to $500K. Within those budgets, the highest technology spend was for listening/monitoring platforms, followed closely by analytics and community platforms (see Figure 14). Figure 13: Social Budgets Stayed Constant in 2013 Figure 14: Listening/Monitoring, Analytics, and Community Platforms Are the Biggest Social Technology Spends in 2013 Listening/monitoring platforms$62,000Analytics platforms$54,600Community platforms$51,900Social media management systems$34,700Enterprise social networks$29,400Social CRM$14,800More than $5 million2013 Projection$100,000 to < $500,000Less than $100,000$500,000 to < $1 million$1 million to < $5 million201226% 34% 25% 23% 6% 4% 11% 9% 5% 5% Social media management systems(Hootsuite, Spredfast, Sprinklr) Training and education(workshop, conferences, webinars) Custom technology development or data integration servicesSocial appdevelopmentListening/monitoring platforms (Radian6, Scout Labs, Crimson Hexagon, NetBase) External agency to support engagement(e.g., moderate Facebook page) Analytics platforms (Webtrends, Omniture, Coremetrics) Community platforms (Lithium, Jive, Get Satisfaction) Blogger/Influencer networks (Federated Media, NetShelter, BlogHer) Enterprise social network (Yammer, Chatter) Social CRM47% 47% 45% 43% 43% 38% 37% 33% 25% 23% 22%
  • 11. 11 Social Media Risk Management Needs Improvement Social Media Education Is at Best Fair Our survey revealed that employee knowledge of social media usage and company policies is lacking across the board (see Figure 18). This ties back to the “social anarchy” that’s brewing within the organization today. Only 18% of those surveyed believed that employees have a good or very good understanding of social media and organizational policies (see Figure 19). Figure 18: Most Organizations Admit Employees Have Little Knowledge of Their Social Media Policies Q. What is the knowledge level of employees about social media usage and the organizational social media policies? (Q4 2012) Figure 19: Only a Third of Companies Have Formal Social Media Training Q. Select the description that best fits your current social media education efforts: (Q3 2013) While 65% of companies have risk mitigation/crisis management policies in place, only 27% say that employees are properly trained on how to use (or not use) social media (see Figure 16), risking social media violations or crises by employees. And while most companies have internal social media policies, only half have consumer-facing community policies in place that help set expectations (see Figure 17). Figure 16: Most Companies Have Risk Mitigation and Crisis Management Processes for Social Media, But Few Say Employees Are Properly Trained Q. Which of the following outcomes can you attribute to your social business program in the last 12 months? (Q4 2012) Figure 17: Internal Social Media Policies Are Largely in Place, But Only Half of Companies Have External, Customer-Facing Community Policies Q. Which of the following social media policies does your organization currently have? (Select as many as applicable) (Q4 2012) 65% 27% Risk management around social media is well understood by Legal/Compliance, and risk mitigation/crisis management policies and processes are in place throughout the organization. Employees at all levels are aware and trained on how to use (or not to use) social media in both their jobs and personal lives in ways that will positively impact the organization. 85% 75% 5% 52% 2% Organizational Social Media Policy Privacy Policy Not sure if we have a social media policy None of the above Community Policy 14% 4% 7% 30% 45% Good Very Good Very Poor Poor Fair 22% 39% 38% 26% 12% No program: We have not rolled out a program Ad hoc: We have ad hoc education In progress : We are in the process of formalizing education of companies Formalized: We have formalized and ongoing education
  • 12. 12 The data that appears in this report was also used in the following reports and books: The Seven Success Factors of Social Business Strategy by Charlene Li and Brian Solis, July 2013 The Evolution of Social Business: Six Stages of Social Business Transformation by Charlene Li and Brian Solis, March 2013 A Framework for Social Analytics by Susan Etlinger, August 2011 Related Altimeter Services Social business champions need to take strategies to the next level. Altimeter has a suite of solutions to help strategists guide organizations through an important series of steps that lead to social business transformation. Altimeter’s Social Business Strategy Suite is designed as a complete process, or it can be implemented through a menu-driven approach to meet your specific needs. Discovery: • Social Readiness Roadmap • Social Media Policy & Risk Assessment • Opportunity Analysis • Socialgraphics Strategy Development: • Social Business Vision • Strategy Roadmap • Metrics Development & Alignment • Identify and Prioritize Initiatives Organizational Development • Governance & Organizational Structure • Content Strategy Roadmap • Social Data & Analytics Roadmap • Training Program Roadmap • Technology Assessments The evolution of social business is constant. While models, budgets, and investments will shift over time, the biggest impact of social media will be in the social contract companies establish with customers and employees. Doing so allows companies to think through the investment and the expected return for employees and customers so they can introduce and grow mutually beneficial and productive social programs. As a function of social business evolution, social becomes part of the DNA and culture in organizational transformation. Everything begins with the articulation of a vision for how social impacts customer and employee relationships and experiences. From there, businesses can track investments in models, process, policies, collaboration, workflow, and technology to effectively scale social throughout the organization while aligning with a new or renewed vision and also business goals. In the next two years, we expect social to become part of a bigger movement where social joins web, mobile, and other digital initiatives to lead an integrated and orchestrated transformation. Social becomes just one part of the overall approach to successfully engage, learn from, and lead connected customers and employees. But it is the evolution into a Social Business as outlined above where stakeholders learn what it takes to adapt existing models, processes, and methodologies as part of an overall change management initiative. Methodology Each year, Altimeter Group conducts an online survey of social media strategists and executives. Survey results in this report are only from companies with more than 1000 employees for 2010-2012 and 500 employees for 2013. Survey Date Number of Respondents Q2 2010 140 Q2 2011 144 Q4 2012 130 Q3 2013 65 In Summary Related Reports
  • 13. Brian Solis, Principal Analyst Brian Solis (@briansolis) is a principal analyst at Altimeter Group. He is also an award-winning author, prominent blogger, and keynote speaker. Solis works with enterprise organizations and technology vendors to research the state and direction of markets, competitors, and customer behavior. Through the use of proven frameworks and best practices, Solis analyzes trends, opportunities, capabilities, and areas for improvement to align new media initiatives with business priorities. Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. We share our independent research on business disruptions via research reports, webinars, speeches, and more. We also offer advisory services to business leaders who wish to explore the specific implications of these disruptions within their organizations. Contact us: • 650.212.2272 • sales@altimetergroup.com • altimetergroup.com • @altimetergroup Authors About Us Charlene Li, Founder and Analyst Charlene Li (@charleneli) is Founder of Altimeter Group and author of the New York Times bestseller, Open Leadership. She is also the co-author of the critically acclaimed bestselling book, Groundswell, which was named one of the best business books in 2008. She is one of the foremost experts on social media and technologies and a consultant and independent thought leader on leadership, strategies, social technology, interactive media, and marketing. Open Research This independent research report was 100% funded by Altimeter Group. This report is published under the principle of Open Research and is intended to advance the industry at no cost. This report is intended for you to read, utilize, and share with others; if you do so, please provide attribution to Altimeter Group. Permissions The Creative Commons License is Attribution-Noncommercial-Share Alike 3.0 United States at http://creativecommons.org/licenses/by-nc-sa/3.0. Disclosures Your trust is important to us, and as such, we believe in being open and transparent about our financial relationships. With permission, we publish a list of our client base on our website. See our website to learn more: http://www.altimetergroup.com/disclosure. Disclaimer ALTHOUGH THE INFORMATION AND DATA USED IN THIS REPORT HAVE BEEN PRODUCED AND PROCESSED FROM SOURCES BELIEVED TO BE RELIABLE, NO WARRANTY EXPRESSED OR IMPLIED IS MADE REGARDING THE COMPLETENESS, ACCURACY, ADEQUACY, OR USE OF THE INFORMATION. THE AUTHORS AND CONTRIBUTORS OF THE INFORMATION AND DATA SHALL HAVE NO LIABILITY FOR ERRORS OR OMISSIONS CONTAINED HEREIN OR FOR INTERPRETATIONS THEREOF. REFERENCE HEREIN TO ANY SPECIFIC PRODUCT OR VENDOR BY TRADE NAME, TRADEMARK, OR OTHERWISE DOES NOT CONSTITUTE OR IMPLY ITS ENDORSEMENT, RECOMMENDATION, OR FAVORING BY THE AUTHORS OR CONTRIBUTORS AND SHALL NOT BE USED FOR ADVERTISING OR PRODUCT ENDORSEMENT PURPOSES. THE OPINIONS EXPRESSED HEREIN ARE SUBJECT TO CHANGE WITHOUT NOTICE.