"Sharing" is a Key to Social Strategy

Last month, Altimeter Group’s Jeremiah Owyang and Charlene Li hosted a webinar on “Getting Your Company Ready for a Social Strategy.”

It is a fantastic, high-level overview of the research and approaches that all companies should employ as they tiptoe into these waters.

Before you dive in to the deck below, consider how much time went into the creation of this 45–slide presentation.

The research. The graphics. The consideration of narrative flow. The debates that no doubt occurred within Altimeter about what content to include, and what to hold back, and what to expand on.

That’s a lot of work.

And yet they’ve offered it to us for free.

How many companies whose business models rely on “knowledge” would be willing to give away so much, for so little – for nothing?

How many companies and Social Media Smartypants have already been charging hefty fees to deliver presentations such as this one, to unwitting corporate paymasters?

“Knowledge is Power?”

Maybe “Sharing is Power.”

Posted on: May 20, 2010 at 9:44 pm By Todd Defren
10 Responses to “"Sharing" is a Key to Social Strategy”


  • Great goods from you, man. I have understand your stuff previous to and you are just too great. I really like what you’ve acquired here, really like what you’re saying and the way in which you say it. You make it entertaining and you still take care of to keep it smart. I can not wait to read far more from you. This is actually a wonderful website.

  • Great information! I wish I had this information a couple of years ago. I was told then to dive into social media because my clients would be a younger group of business owners, people who are social media saavy. Making the time investment is the challenge when you are trying to run the business and nurture your social media relationships. I spend time now helping people with their phone and voice mail issues on forums. Not just tweeting “What I’m doing now”.

  • COURtney says:

    This was great information. It reaffirmed that social media is necessary to companies as time goes on. I also agree that having this information freely available is the next step because we all share information more than we use to.
    Since many companies have issues proving social media is necessary to their executives this is a great asset. I know that my company White Horse also did a survey targeted at B2B using social media that would complement this presentation.
    You can download that information here: http://bit.ly/cY3EDJ

    It is great to see that what we found is true in many different surveys going on in the industry currently.

  • I agree,they have gone to a lot of effort to provide this for free but they are obviously doing this out of kindness.Everybody is giving away stuff for free nowadays but build their awareness in the online community,free content is king to making a fortune.

  • Great post. In the digital age information has become a commodity – value and brand equity (power) are created by adding skill and insight to data in a way that helps organizations solve real problems.

    Deb Lavoy wrote a great post about the shift from hoarding to sharing information: http://productfour.wordpress.com/2009/06/11/power-shift-from-hording-to-sharing/

    A visual of the concept can also be found here: http://www.flickr.com/photos/intersectionconsulting/3835278947/

    One of the takeaways is the idea that brand equity and power can be gained through accessibility – what better way to do that than sharing knowledge using social media.

  • Thanks for sharing this Todd, I really appreciate that you noticed the level of work the team (Charlene, Christine, and myself ). In fact, we did a lot of research with companies to understand how it’s being done internally –rather than just pontificate.

    We also published the webinar recording at no cost too.


    I used to charge clients for this level of presentation, but we’re happy to share it now, knowing the market will call us if they need us. So far, it’s working.

    Our belief here at Altimeter is about “Open” so I agree with what you say that “Sharing is Power.” (and profitable)

  • What is the most hilarious is I saw your tweet with the link to this post moments after reviewing a seminar flyer for a company charging $3k for this information.

    People BUY interaction. The privilege of having another mind at the table whose paid to tell you you’re an idiot. Your history of making mistakes so that they don’t have to make the same ones (as new mistakes are always the most exciting). Anyone can sit down and deliver mechanical data and inspire you with numbers – HubSpot and anyone who’s lucky enough to have Jeremiah on their team know that well. It’s the follow-up, the trust and the spinning wheel in your head when you LEAVE these incredibly well-built FREE offerings that get you clients. They don’t lose them – ever.

    Information grants you the opportunity to earn a client.

    Hat tip, Todd.

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