Analysis:AltimeterSocialMediaReportInterpretationFreepaperDownloadCenterNews:SocialMediapopularityinmanyindustriestoacertainextent,manycompaniesthinkingabouthowtodeepenthesocialmediaapplications,thelatestreportsuggestsAltimeterforoursocietystrategyTrends:Extendedshiftfromintegration.First,thesocialchangesoftheinternalandexternalpolicyobjectives(A)internalpolicygoalssocializationTopIn-housesocialpolicyobjectives,morefocusedonbusinessintegrationandvalue-driven.Altimeterontheinternalsocialpolicyobjectivesofthesurvey,rankingasfollows:Betterintegrationofsocialmediawithexistingdigitizationprojects(suchaselectricity,mobile,etc.);Developmentofintegrateddigitalcontentstrategy;Theestablishmentofasocialenterprisecandemonstratethevalueofmeasurementmethods;Usesocialinsightintobusinessdecisions(regarding1products,employeesandcustomers,etc.)togivenotice;Theprovisionofsocialeducationandtrainingtoacquirenewskills;Connectingemployeestofacilitatecollaborationandinvestmentinenterprisesocialnetworkstoshareknowledge;Expandoursocialbusinessprojects;Warehousethroughsocialpolicyguidelinestocovershortpositions;Identifyordevelopanorganizational/governancemodel;Developsocialmarketingprogramtoincreasesalesofcapacity;Developapay-have-moneysocialmediainvestmentpatterns.(B)socializationexternalpolicyobjectivesRankingOutsidetheenterprisesocialpolicyobjectives,buttodeepencustomerrelationshipsandgatherinitsemployees.Altimeteroutsidetheenterprisesocialpolicygoalsinthesurvey,rankingasfollows:Developdialogueandintegrationwithcustomers,2inordertodeepentherelationship;Developmentofitsprojectstaff;Digitalplatformtoincreaseexistingsocialmediafunctions;Authorizedsalesteamsusesocialtoolstoacquire,defineandincorporatenewbusinessopportunitiesandmanageexistingcustomerrelationships;Providedirectcustomersupportthroughsocialchannels;Onthenewproducts/servicestocollaboratewithcustomers;Socialcommerce(throughsocialtoolsdirectsales).Second,thematuritylevelofsocializationofbusinessprojectsCorporateimageabovethelevelofmaturityoftheexistingbusinessesofvarioussocialprojectsrankedas:Socializationintegration;Socialanalysis;Eventorsponsorshipactivities;Socialcustomerservice;Staffrecruitment;3Influencerrelationshipmanagement;Brandofcustomercommunities;Socialenterprisemanagement;Employeesinto;Socializationidentity/socializationCRM;Customeradvocacy;Societyofsales;Staffpublicity.Itisworthnotingthatthefigureabovethelightblueofprojectimplementation,thetopthreehighestrankingemployeespropaganda(42%),socialidentity/socializationCRM(41%),employeeintegration(36%),whichmakesmethinkofsocialmediaagetheimportanceoffullparticipationinthefuture.Third,thesocialorganizationmodeltoahubandspokeAltimeter’sreportshowedthatthevarioussocialmodelsofworkorganization,thelargestdeclineiscentralized(second,Centralized),thelargestincreaseisthecenteroftheradiationtype(third,Hub&4Spoke),whichItimedataAltimeterreport:‘Enterprisemicrobloggingmarketingstrategies,methodsandpractice’andcitedthenewchanges.ThelasttimeIwrotethebookreferenceddata,socialworkorganizationmodel,centralized28.8%,hubandspokeof41%.Whenin2012,36%centralized,hubandspokeof33%;thelatestin2015,24%centralized,hubandspokeisashighas52%.Note:Thehubandspokeoftheadvantagesofacentralgrouptoknowwhateachdepartmentisdoing,andtheuseofresourcestoprovideuserswithcentralizedmonolithicexperience,whiletherelevantdepartmentsresponsiblefortheirownsocialstrategy,canbemorewidelyinfiltratedintothewholecompany.Fourth,theadvertisingbudgetonsocialchannelsrisesFinally,talkabouttheproportionofdigitaladvertisingbudgetspentonsocialchannels.Thisproportionisonly0-20%ofcompaniesdroppedby29%(62%),accountingfor21to40%increaseof138%,5accountingfor41to60percentoftheincreaseof267%,accountingfor61to80%increase250%,accountingforanincreaseof167%from81to100.Obviously,theproportionofdigitaladvertisingbudgetspentonsocialchannelscontinuetorise,whichalsoshowsthatsocialmediamarketingpositionintheenterpriseasawholecontinuestoincrease.Finally,stillthesame:attentionandreferencetoforeigndata,thinkinganddeependomesticpractice.(Source:199ITcompile:)6
