Where to Get Started for Customer Engagement Cheryl McKinnon, CMO @ Nuxeo [email_address] Or Twitter @CherylMcKinnon Social Media 101

Agenda Why Engage with Social Media? Understanding the Ground Rules & Objectives Where to Start? How do I Measure it? Success Stores and #Fails Q&A – Share Your Own “Getting Started Story”

Why Engage with Social Media?

Understanding the Ground Rules & Objectives

Where to Start?

How do I Measure it?

Success Stores and #Fails

Q&A – Share Your Own “Getting Started Story”

Why Engage ? Rise of Web 2.0 – Social Networking and User Generated Content = Mainstream Companies Need to Cut Costs of Customer Service, New Client Acquisition, Be Greener, Be Leaner, Meaner, More Responsive The Social Marketplace in Action Customers and Partners Want to Feel Heard & Respected

Rise of Web 2.0 – Social Networking and User Generated Content = Mainstream

Companies Need to Cut Costs of Customer Service, New Client Acquisition, Be Greener, Be Leaner, Meaner, More Responsive

The Social Marketplace in Action

Customers and Partners Want to Feel Heard & Respected

What is a Social Marketplace? Word of Mouth Word of Click Awareness of Spoken and Unspoken Needs Working as a Community for Shared Goals Economies of Scale

Word of Mouth

Word of Click

Awareness of Spoken and Unspoken Needs

Working as a Community for Shared Goals

Economies of Scale

Rise of “Web 2.0” Collaborative Content Creation and Consumption via Web and Mobile Applications You Know the Drill Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking Gained popularity in Consumer World, but becoming Business mainstream in recent years

Collaborative Content Creation and Consumption via Web and Mobile Applications

You Know the Drill

Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking

Gained popularity in Consumer World, but becoming Business mainstream in recent years

Why Engage ? 'Cuz I Don't Care What You Had For Lunch (Cool – Your Competitor Does...)

Why Engage? Need a Clear Purpose - Start with 1 – not many Listening vs. Engaging vs. Reacting Event? Brand? Company Promotion? Personal or Professional Development? Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence Unleash Your Alter Ego for Practice

Need a Clear Purpose - Start with 1 – not many

Listening vs. Engaging vs. Reacting

Event? Brand? Company Promotion?

Personal or Professional Development?

Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence

Unleash Your Alter Ego for Practice

Rules of Engagement Most Social Media environments respect Transparency, Authenticity, Helpfulness Investigate Company Appropriate Use Policies Access to social networks from work machines? What are you allowed to discuss? What is off limits? Spokesperson Guidelines?

Most Social Media environments respect Transparency, Authenticity, Helpfulness

Investigate Company Appropriate Use Policies

Access to social networks from work machines?

What are you allowed to discuss?

What is off limits?

Spokesperson Guidelines?

Rules of Engagement Most organizations require an update to Appropriate use policies Corporate Examples Available http://socialmediagovernance.com/policies.php

Most organizations require an update to Appropriate use policies

Corporate Examples Available

http://socialmediagovernance.com/policies.php

Rules of Engagement “ Social” Media means Interacting with People Conversation Plain Language Sense of Personality Don't Talk Like a Press Release Always Remember the Network Effect

“ Social” Media means Interacting with People

Conversation

Plain Language

Sense of Personality

Don't Talk Like a Press Release

Always Remember the Network Effect

Rules of Engagement Distinguish Between a Corporate Social Media Name and a Personal One Corporate Name – links to more formal Press Releases, Events, Articles, Call to action Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.

Distinguish Between a Corporate Social Media Name and a Personal One

Corporate Name – links to more formal Press Releases, Events, Articles, Call to action

Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.

Rules of Engagement

Rules of Engagement Regardless of Channel – blog, Twitter, Community or Networking Site Not a one-sided conversation Follow Back, Comment, Link To What is Good What Would the Conversation Look Like in Real Life? Click back – who are the commenters? The followers? Connections in your network?

Regardless of Channel – blog, Twitter, Community or Networking Site

Not a one-sided conversation

Follow Back, Comment, Link To What is Good

What Would the Conversation Look Like in Real Life?

Click back – who are the commenters? The followers? Connections in your network?

Where to Engage #1 Rule – Figure out: Who Is Your Target Audience Where Do they Hang Out Online? Won't be the same for every business

#1 Rule – Figure out:

Who Is Your Target Audience

Where Do they Hang Out Online?

Won't be the same for every business

Where to Engage Professional Sites Linked In, Plaxo, Orkut ... (regional) Industry and Professional Associations (Information Zen for AIIM ECM Association) Corporate Customer / Partner Extranets Alumni Forums Slideshare.Net

Professional Sites

Linked In, Plaxo, Orkut ... (regional)

Industry and Professional Associations (Information Zen for AIIM ECM Association)

Corporate Customer / Partner Extranets

Alumni Forums

Slideshare.Net

Where to Engage Personal / Professional Mixed Sites Facebook YouTube Twitter / FriendFeed Wikipedia or niche wiki sites

Personal / Professional Mixed Sites

Facebook

YouTube

Twitter / FriendFeed

Wikipedia or niche wiki sites

How to Measure Success? Begin with Clear and Achievable Goals Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site Enhance Search Engine Optimization Use Analytical Tools to Measure SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite, others...)

Begin with Clear and Achievable Goals

Drive Traffic to Web Site – Press Release, Article, Blog Post, Registration Site

Enhance Search Engine Optimization

Use Analytical Tools to Measure

SiteMeter, Google Analytics, Trackable URL Shorteners (Bit.ly, Ow.ly, Cli.gs, HootSuite, others...)

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

One Hour Experiment – Canada 3.0

Successes Success: Dell – $1M in new business over Twitter @FoodLandOntario – Ontario Producers Intuit – Community Peer Support for Tax and Small Business Accounting Independent/Local Business, Artists

Success:

Dell – $1M in new business over Twitter

@FoodLandOntario – Ontario Producers

Intuit – Community Peer Support for Tax and Small Business Accounting

Independent/Local Business, Artists

#Fail

Q & A Round Table Where have you started? What worked? What Didn't? What Will you Try This week? At Home? At Work?

Round Table

Where have you started?

What worked?

What Didn't?

What Will you Try This week?

At Home?

At Work?

Who is Nuxeo? Founded in 2000 – European HQ Opened North American Operations in 2009 Dedicated to Enterprise Content Management Available under LPGL (yes – free ECM...) Galaxy Partner Program for Integrators/ISVs www.nuxeo.com

Founded in 2000 – European HQ

Opened North American Operations in 2009

Dedicated to Enterprise Content Management

Available under LPGL (yes – free ECM...)

Galaxy Partner Program for Integrators/ISVs

www.nuxeo.com