Welcome to today’s #AwarenessInc Webinar!<br />Choosing an Online Community Technology Platform<br />Presented by: Matthew...
Your Presenters<br />Christine Major<br />Marketing Communications Manager<br />Christine.major@awarenessnetworks.com <br ...
Got Questions?<br />Use the hashtag: <br />#awarenessinc<br />On Twitter<br />Technical Issues? <br />Contact Webex custom...
Who is Awareness ?<br /><ul><li>Laser focused on the needs of marketers
Pioneer and leader in social marketing software
Deployed 200+ communities for some of the world’s biggest brands
Partnered with leading digital and interactive agencies</li></ul>PARTNERS<br />CUSTOMERS<br />© 2010 Awareness  CONFIDENTI...
Why we are excited…<br />Introducing…<br />Serious Social Media Marketing for the Enterprise<br />© 2010 Awareness  CONFID...
Social Marketing Adoption Lifecycle<br />PopulationAdoption<br />Social Marketing Maturity  <br />Social Marketing Maturit...
Social Marketing in the Enterprise<br />Product<br />Marketing<br />Manager<br />Product<br />Marketing<br />Manager<br />...
Social Marketing with Awareness<br /><ul><li>Publish : Centralized social network distribution
Manage: Bidirectional information and content exchange
Measure: Quantitative data for reporting and metrics
Gain Control of your Social Media Programs
Centralize your programs
Evolve from tactical programs to strategic social media
Measure Success for multiple channels and assets</li></ul>© 2010 Awareness  CONFIDENTIAL <br />© 2010 Awareness  CONFIDENT...
The Next Step<br />Contact me for a demo:<br />Christine.major@awarenessnetworks.com<br />@cmajor<br />© 2010 Awareness  C...
Choosing an Online Community Technology PlatformMatthew LeesAnalyst, Consultant – Social Media / Online CommunitiesSenior ...
 Page 11<br />It’s Not about Technology<br />© 2010 TBS, Inc.<br />Fah who for-aze! Fah who for-aze!<br />Dah who dor-aze!...
 Page 12<br />Well, It’s Not Only about Technology<br />(technology    +     business    +       people)<br />
 Page 13<br />Technology Helps You…<br />Monitor, Measure, and Analyze – people, content, interactions<br />Moderate – con...
 Page 14<br />Social Media Initiatives Slice Many Ways<br />Industry<br /><ul><li> Entertainment
 Media and Publishing
 High-Tech / Telecom
 Retail
 Manufacturing
 …</li></ul>Segment<br /><ul><li> B2C
 B2B
 Education/Academia
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Choosing A Community Platform Provider For Your Organzation

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  • Social Marketing Adoption PathSo just a quick recap on what this means to us… this really moves us up in the food chain from a sales cycle perspective. While we have been engaged in conversations right out of the gate, we haven’t had product to offer until customers go and get their feet wet with other tactics and become ready for community. Now we have a solution for almost day one… and we then are taking them down the path to broader social engagement, higher value prop and more investment with us. This also changes the competitive landscape quite dramatically… while we all know the players in the community part up here there really isn’t anyone offering the solution we’re talking about.
  • Choosing A Community Platform Provider For Your Organzation

    1. 1. Welcome to today’s #AwarenessInc Webinar!<br />Choosing an Online Community Technology Platform<br />Presented by: Matthew Lees<br />mlees@customers.com | @mlees<br />© 2010 Awareness<br />
    2. 2. Your Presenters<br />Christine Major<br />Marketing Communications Manager<br />Christine.major@awarenessnetworks.com <br />@cmajor | @awarenessinc<br />Matthew Lees<br />Analyst, Consultant & Senior Contributing Editor, Patricia Seybold Group’s Customers.com Research Service<br />mlees@customers.com | @mlees<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    3. 3. Got Questions?<br />Use the hashtag: <br />#awarenessinc<br />On Twitter<br />Technical Issues? <br />Contact Webex customer support<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    4. 4. Who is Awareness ?<br /><ul><li>Laser focused on the needs of marketers
    5. 5. Pioneer and leader in social marketing software
    6. 6. Deployed 200+ communities for some of the world’s biggest brands
    7. 7. Partnered with leading digital and interactive agencies</li></ul>PARTNERS<br />CUSTOMERS<br />© 2010 Awareness CONFIDENTIAL <br />
    8. 8. Why we are excited…<br />Introducing…<br />Serious Social Media Marketing for the Enterprise<br />© 2010 Awareness CONFIDENTIAL<br />© 2010 Awareness CONFIDENTIAL <br />
    9. 9. Social Marketing Adoption Lifecycle<br />PopulationAdoption<br />Social Marketing Maturity <br />Social Marketing Maturity<br />© 2010 Awareness CONFIDENTIAL <br />
    10. 10. Social Marketing in the Enterprise<br />Product<br />Marketing<br />Manager<br />Product<br />Marketing<br />Manager<br />Corporate<br />Marketing<br />?<br />?<br />?<br />?<br />Corporate Owned<br />Communities<br />Individuals<br />Consumer<br />Communities<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    11. 11. Social Marketing with Awareness<br /><ul><li>Publish : Centralized social network distribution
    12. 12. Manage: Bidirectional information and content exchange
    13. 13. Measure: Quantitative data for reporting and metrics
    14. 14. Gain Control of your Social Media Programs
    15. 15. Centralize your programs
    16. 16. Evolve from tactical programs to strategic social media
    17. 17. Measure Success for multiple channels and assets</li></ul>© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    18. 18. The Next Step<br />Contact me for a demo:<br />Christine.major@awarenessnetworks.com<br />@cmajor<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    19. 19. Choosing an Online Community Technology PlatformMatthew LeesAnalyst, Consultant – Social Media / Online CommunitiesSenior Contributing Editor, Patricia Seybold GroupMay 20, 2010<br />
    20. 20. Page 11<br />It’s Not about Technology<br />© 2010 TBS, Inc.<br />Fah who for-aze! Fah who for-aze!<br />Dah who dor-aze! Dah who dor-aze!<br />
    21. 21. Page 12<br />Well, It’s Not Only about Technology<br />(technology + business + people)<br />
    22. 22. Page 13<br />Technology Helps You…<br />Monitor, Measure, and Analyze – people, content, interactions<br />Moderate – conversations<br />Motivate – brand enthusiasts and influencers<br />Scale / Extend Reach<br />Integrate – with other technologies and the social Web<br />Realize efficiencies and be more productive<br />Social Web = Blogs + Twitter + Facebook + LinkedIn + YouTube + MySpace + Delicious + Technorati + Bebo + Flickr + …<br />
    23. 23. Page 14<br />Social Media Initiatives Slice Many Ways<br />Industry<br /><ul><li> Entertainment
    24. 24. Media and Publishing
    25. 25. High-Tech / Telecom
    26. 26. Retail
    27. 27. Manufacturing
    28. 28. …</li></ul>Segment<br /><ul><li> B2C
    29. 29. B2B
    30. 30. Education/Academia
    31. 31. Not-for-Profit
    32. 32. Government</li></ul>Audience<br /><ul><li> Partners
    33. 33. Customers (users, readers, subscribers)
    34. 34. Developers
    35. 35. Partners
    36. 36. Students
    37. 37. (Employees)</li></ul>Business Owner<br /><ul><li> Service / Support
    38. 38. Brand Marketing / PR
    39. 39. R&D / Product Development
    40. 40. Product Marketing
    41. 41. IT
    42. 42. (HR)</li></ul>Use Case<br /><ul><li> Service and Support
    43. 43. Insight
    44. 44. Loyalty / Satisfaction
    45. 45. Awareness / Lead Gen
    46. 46. Revenue
    47. 47. (Productivity, KM)</li></ul>“Start with your business goals.”<br />
    48. 48. Page 15<br />A Lot of Technology Choices<br />Branded Communities / Social Networks<br />Social Media Management & Monitoring<br />Social Media Monitoring<br />Crowdsourcing / Idea Management<br />Social Networks<br />
    49. 49. Page 16<br />Today’s Focus: Branded Communities<br />
    50. 50. Page 17<br />Evaluation Framework – for Branded Communities<br />Community Platform<br />Capabilities within a Community<br />Community Participation<br />Moderation and Administration<br />Technology Architecture<br />Product Viability<br />Company Viability<br />Communication & Collaboration Systems Management<br />Communication Channels<br />Connection Methods<br />Product Background<br />Company Background<br />Environments<br />Collaboration Methods<br />Member & Group Management<br />Installed Base<br />Customer Base<br />Customization<br />Structure<br />Personal Profile Management<br />Target Markets<br />Search<br />Moderation<br />Integration<br />Financials<br />Member Content Creation<br />Content Management<br />Reputation Systems<br />Search Engine Optimization<br />Pricing<br />Engagement Tools<br />Scalability & Availability<br />Internationalization<br />Viral Tools<br />Layout Options<br />Product Plans<br />Security<br />Reporting & Analytics<br />Competition<br />Support for Mobile Devices<br />
    51. 51. Page 18<br />1. Community Participation<br />Communication Channels<br />Forums (Web, PDA access), blogs, chat, messaging<br />Collaboration Methods<br />File sharing, wiki, ideas<br />Search<br />Information search, people search<br />Basic, advanced, results page, tags<br />Reputation Systems<br />Rating, ranking<br />Capabilities within a Community<br />
    52. 52. Page 19<br />2. Capabilities within a Community<br />Connection Methods<br />Registration & Authentication<br />Standalone, SSO, 3rd-party (Yahoo!, Facebook)<br />Customization<br />Look and feel, signatures, bookmarks, notifications<br />Personal Profile Management<br />Fields, avatars, privacy control<br />Member Content Creation<br />Editor (WYSIWYG), templates, reviews, interactive media<br />Viral Tools<br />Invitations, Send to a Friend/Colleague, widgets<br />Community Participation<br />
    53. 53. Page 20<br />3. Moderation and Administration<br />Comm. and Collab. Systems Management<br />Configuration and administration<br />Member and Group Management<br />Accounts, access and permissions<br />Moderation<br />Abuse reporting, obscenity filter, edit/delete posts, ban users<br />Content Management<br />Announcements, publishing/syndication, import/integration, audit trail, advertising<br />Engagement Tools<br />Polls, surveys, email (individual, blasts)<br />Layout Options<br />Look and feel, skins<br />Reporting and Analytics<br />Stock reports, dashboard interface and parameters, export<br />Moderation and Administration<br />
    54. 54. Page 21<br />4. Technology and Architecture<br />Environments<br />Deployment mode (on-premise, on-demand)<br />Operating systems, application servers, databases<br />Structure<br />Development language(s): LAMP, Java, .NET<br />Integration<br />SSO, APIs, social Web<br />Search Engine Optimization<br />URLs, META tags, dynamic/static content<br />Scalability and Availability<br />Architecture, data center (uptime, redundancy)<br />Security<br />Role-based, APIs and code snippets, protocols, data center<br />Support for Mobile Devices<br />Devices, app vs. browser<br />Technology Architecture<br />
    55. 55. Page 22<br />5. Product Viability<br />Product Background<br />Installed Base<br />Target Markets<br />Pricing<br />Internationalization<br />Product Plans<br />Competition<br />Product Viability<br />
    56. 56. Page 23<br />6. Company Viability<br />Company Background<br />Customer Base<br />Financials<br />Company Viability<br />
    57. 57. Page 24<br />What Vendors Provide<br />Platform Features and Functionality<br />Hosting (if on-demand/SaaS)<br />“Enterprise” Capability<br />Administrative tools<br />SLAs<br />Scalability<br />Security<br />Experience / Best Practices<br />Professional Services<br />Strategy<br />Technology: integration, customization<br />Moderation<br />
    58. 58. Page 25<br />Technology Trends<br />“Build vs. Buy” isn’t even an argument anymore<br />Standard forum/blog/wiki functionality is the starting point<br />On-Demand / SaaS / Cloud<br />Integration<br />Social Web<br />Sites & Networks: Facebook, Twitter, etc.<br />Measuring, Monitoring, Moderating<br />Internal Systems<br />SSO, Directory/LDAP<br />CRM<br />Analytics<br />Granular permissioning of users and groups<br />Increasing appreciation for identity and reputation portability<br />Going mobile<br />
    59. 59. Page 26<br />Thank You<br />© 2010 TBS, Inc.<br />Matthew Lees<br />mlees@customers.com<br />http://www.customers.com<br />@mlees<br />
    60. 60. Next Webinar<br />Brian Solis<br />Dispelling the Myths of Social Media & Writing Your Own Success Stories<br />Monday, June 1st at 2PM ET<br />http://bit.ly/SolisWebinar <br />Sign Up Now!<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    61. 61. Meet Us!<br />Enterprise 2.0 Boston<br />Bon Voyage TweetUp<br />At<br />The Whiskey Priest<br />Hosted By Awareness & The Community Roundtable<br />Wednesday, June 15<br />http://bvboston.eventbrite.com/<br />See You There!!<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    62. 62. Meet Us!<br />Corporate Social Media Summit <br />New York City<br />6/15 & 6/16<br />http://bit.ly/SoMeSummit<br />See You There!!<br />© 2010 Awareness CONFIDENTIAL <br />© 2010 Awareness CONFIDENTIAL<br />
    63. 63. Got Questions?<br />Matthew Lees<br />@mlees<br />mlees@customers.com<br />Christine Major<br />@cmajor & @awarenessinc<br />Christine.major@awarenessnetworks.com<br />781-270-2416<br />Connect!!<br />© 2010 Awareness CONFIDENTIAL<br />© 2010 Awareness CONFIDENTIAL <br />
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