For brands today, the complexity of social business is steadily compounding. For every additional variable — each account, customer conversation, business unit, location, language, distributor, etc. — social media becomes a greater challenge. Meanwhile, brands struggle to prepare appropriately and adopt the right technology. This report includes four case studies that demonstrate how brands are addressing social media proliferation.
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[Report] Scalable Social Business: How Brands Manage Complex, Distributed Programs, by Jeremiah Owyang and Andrew Jones
1. Case Studies: Scalable Social Business
How Brands Manage Complex, Distributed Programs
February 7, 2013
By Jeremiah Owyang and Andrew Jones
With Christine Tran
Includes input from 19 ecosystem contributors
Executive Summary
For brands today, the complexity of social business is steadily compounding. For every additional variable — each
account, customer conversation, business unit, location, language, distributor, etc. — social media becomes a
greater challenge. Meanwhile, brands struggle to prepare appropriately and adopt the right technology. This report
includes four case studies that demonstrate how brands are addressing social media proliferation:
• Whole Foods puts local social engagement into the hands of store managers.
• General Motors organizes for social business internally, then supports regions.
• Amway empowers distributors yet maintains brand consistency.
• PUMA scales limited headcount for worldwide engagement.
Methodology Table of Contents
For this report, Altimeter Group conducted qualitative Social Media Proliferation Tests Organizations ................... 1
interviews with both brands and vendors. Our initial Whole Foods Market Lives Up to Its Local Brand Promise:
goal was to investigate how brands use technology to Putting Local Engagement in the Hands of Store Managers 2
address social media proliferation. However, we found General Motors Establishes Strategy and Organization,
many questions remained unaddressed; as a result, Then Empowers Regional Stakeholders to Engage With
we expanded the scope of the case studies. Specifics Customers Globally .......................................................... 4
include: qualitative interviews with 15 technology Amway Invests in Social Media to Improve Brand
vendors and qualitative interviews with four brands. Awareness and Help Distributors Grow Its Business ......... 7
PUMA Scales Limited Headcount for Global Engagement 9
Social Media Management: Trends and Future Evolution .. 11
Conclusion ....................................................................... 12