Social Media Management Software. Check Out Altimeter’s New Buyer’s Guide.

Januar 9th, 2012 • 2 comments Reports, Social, Tech, Tools
Tags: Altimeter, altimetergroup, Business, Facebook, Presentation, Reports, Social Business Design, Social Influence Marketing, Strategy, Tech, Tools, we are social

So once you have given all the presentations about the value of Social Media and explained that a fan is not worth $2.38 (or something) you will – at some point – face the challenge of managing real time interaction with your customer. Here SMMS, a type of software especially designed to support the management of complex social interaction platforms, are usually your weapons of choice. Especially in a world in which any major enterprise has to be able to manage its 178 social media accounts in average.

A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube. This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise. The success of these tools is dependent upon a business-led strategy, defined processes, trained staff, and ability to measure efforts.

SMMS are there to reduce the complexity of large real time social media platforms. And there are many, many different vendors on the market. From Hootsuite to BuddyMedia, from Wildfire to Spredfast, no two vendors are alike and there is no one-fit-for-all SMMS-solution. Altimeter’s new “Strategy to Manage Social Media Proliferation” serves as a great overview over the SMMS-scene and offers metrics to support the choice for specific vendors based on the social objectives of your organisation.

If you have ever tried to give your customer a founded recommendation on which SMMS to choose you will know how important the following report is. In a market as cluttered and dynamic as this we need more top-level reports like the following one instead of infographics on Mashable.

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Social Strategies. Altimeter’s great & ugly compendium.

Mai 25th, 2011 • Social, Social Business, Strategy
Tags: Altimeter, Diy, Presentation, Report, Social, Social Business Design, Social Influence Marketing, Social Networks

Charlene Li – one of the spiritual mothers of social media – has achieved two things with the following presentation: She simultaneously wins the award for one of the best and one the ugliest presentations I have seen on this topic in a while. Seriously Altimeter – I know you guys listen: I love your thoughts. But there are designers out there who can help you out with a Powerpoint template or a new logo or something… (via We are social)

Study. The 8 success Criteria for Facebook Page Marketing.

Juli 28th, 2010 • 1 comment Reports, Social, Strategy
Tags: Altimeter, Best Practice, Brands, Cases, Facebook, Reports, Social Influence Marketing, Strategy

Altimeter Group has just staged a new report that wants to define ‘The 8 success Criteria for Facebook Page Marketing‘. Seriously – the report is not a revolution. Nevertheless it works with quite an interesting empirical model. And I like the conclusion and case studies in the end.

The report ‘gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices‘. And about half of the reviewed brands did not do too well in activating full scale Word of Mouth. Take a look at Altimeter’s report. I am happy to hear what you pull out of it.

My Perspective. The New Rules of Relationship Management.

März 7th, 2010 • 2 comments Allgemein
Tags: Adaptation Marketing, Altimeter, Brands, Business, Monitoring, Reports, Social, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World

Altimeter Group has just published its new report entitled ‘Social CRM. The New Rules of Relationship Management.’ It assumes that companies are simply overwhelmed with social interactions. They need tools, but they need tools to deliver on certain, clearly defined objectives. This report tries to give an overview on the tech-related maturity of SCRM tools and their relation to company objectives. Most of you will find it f*****ing boring. I don’t.

About half a year ago I posted an article entitled ‘Social CRM. Ready for action?‘. I tried to give a rough overview on the relevance of a new approach to brand-customer-relations in an era shaped by interactions among users via social software.

Of course I am not the first one to reflect the outcome of a world gone social for CRM. People like Esteban Kolsky (read his articles ‘The Roadmap to SCRM‘), Wim Rampen, and a few more CRM guys try to define the role of SCRM for today’s marketing. And now there is a new report by Altimeter’s notorious Jeremiah Owyang and Ray Wang – Social CRM: The New Rules of Relationship Management.

What’s it SCRM?

Social CRM extends the classic definition of Customer Relationship Management. According to Paul Greenberg…

CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.

SCRM accepts the fact that there are millions of people virtually interacting . They are chatting about your brand, recommending your sneakers, or rate your restaurant online. This is where SCRM starts off…

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Social Business Design. Birth of a new industry?

September 12th, 2009 • 3 comments Social Business
Tags: Altimeter, Business, Dachis, Debate, Future, Headshift, Prediction, Presentation, Social Business Design, Strategy, World

I just read metarand’s article about Social Business Design. It reflects Anne McCrossan’s article Re-turning the returns which assumes that a new post-marketing industry is materializing currently. An industry that shapes institutions and companies, not brands and brand messages. Her definition is…

…Social business design sits at the intersection of organizational development and marketing, and can loosely be described as the practice of developing communities of engagement to develop ideas, activities and outputs for commercial and social benefit.

As organizations adopt the principles of social business design, intangible, soft assets like brand value, purpose, human resources, processes and capabilities come to the fore. Social business design is about engendering involvement and it’s inbound.

Slightly differently, marketing services and ‘broadcast’ media operate on the basis the message and transaction are the means to the end. Marketing services communicate primarily outbound.

Anne’s article reacts on the forming of a new key players in this field (Dachis Group/Headshift), along with the hiring of Social Media Rockstar Owyang by the Altimeter Group.

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