1
Effective Use of Social
Technology
for Internal and External Solutions
John Sheridan and
Jeofrey Bean
ProductCamp SoCal
...
John Sheridan and Jeofrey Bean 2
Agenda
The situation
Define social media
Review OASIS framework
Discuss your next steps
John Sheridan and Jeofrey Bean 3
The Situation
Social
technologies
as true
business
solutions are
being
overlooked
Social
...
John Sheridan and Jeofrey Bean 4
Definition
A social trend where people turn to each
other, and not to a central instituti...
John Sheridan and Jeofrey Bean 5
John Sheridan and Jeofrey Bean 6
OASIS
A best-practices methodology for designing, launching, measuring and
managing socia...
John Sheridan and Jeofrey Bean
Objectives
Smart - Measurable - Acceptable - Realistic -
Timed
Marketing
Finance
Custome...
John Sheridan and Jeofrey Bean 8
Objectives
“The goal is for you, the customer, to tell Dell what new products or
services...
John Sheridan and Jeofrey Bean 9
Audience
Who are you connecting to?
Internal => managers, employees, project teams
Extern...
John Sheridan and Jeofrey Bean 10
Audience: Community
5 basic behaviors
25%
30%13%
6%
16%
10%
NA Watch Join
Organize Criti...
John Sheridan and Jeofrey Bean
Audience: Individuals
Emotions
Motivations
Intentions
Lifestyles
Preferences
Concerns...
John Sheridan and Jeofrey Bean 12
Strategy
What are their capabilities?
How do they behave right now?
How will you engage ...
John Sheridan and Jeofrey Bean 13
Program
Select and use social technologies in context of your
objectives
Objectives
Benc...
John Sheridan and Jeofrey Bean 14
Implementation Ever-growing list of your
options
John Sheridan and Jeofrey Bean 15
Sustainment
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if...
John Sheridan and Jeofrey Bean
Measurement
Social Technology Effectiveness
16
John Sheridan and Jeofrey Bean
Measurement
Social Technology Effectiveness E.g. Product
17
• Market share
• Unit shipment ...
John Sheridan and Jeofrey Bean 18
Key Points
OASIS ©SocialMedia404
Objectives
Audience => Individual, Community,
Environme...
John Sheridan and Jeofrey Bean 19
Thank you
John Sheridan, President, SocialMedia404
John.Sheridan@SocialMedia404.com
www....
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PCSC2: Effective Use of Social Technology for Internal and External Solutions

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John Sheridan & Jeofrey Bean's presentation from ProductCamp SoCal. Held November 6, 2010 at Cal State Fullerton - The Mihaylo College of Business & Economics.

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PCSC2: Effective Use of Social Technology for Internal and External Solutions

  1. 1. 1 Effective Use of Social Technology for Internal and External Solutions John Sheridan and Jeofrey Bean ProductCamp SoCal Cal State Fullerton's Mihaylo College of Business November 6, 2010
  2. 2. John Sheridan and Jeofrey Bean 2 Agenda The situation Define social media Review OASIS framework Discuss your next steps
  3. 3. John Sheridan and Jeofrey Bean 3 The Situation Social technologies as true business solutions are being overlooked Social technologies are for measurable internal and external solutions (C)2010 John Sheridan and Jeofrey Bean Well proven traditional approaches can work in concert with social technologies Many access applications, few are applied strategically as business solutions Fewer still are being executed for actual effectiveness and measured
  4. 4. John Sheridan and Jeofrey Bean 4 Definition A social trend where people turn to each other, and not to a central institution, to achieve something. A technological reflection of human nature. . . Prospects and customers – high visibility influencers creating feedback loops about experiences with your processes, people, products Whether you are actively involved or not
  5. 5. John Sheridan and Jeofrey Bean 5
  6. 6. John Sheridan and Jeofrey Bean 6 OASIS A best-practices methodology for designing, launching, measuring and managing social media projects Objectives Audience => Individual, Community, Environment Strategy Implementation Sustainment ©SocialMedia404
  7. 7. John Sheridan and Jeofrey Bean Objectives Smart - Measurable - Acceptable - Realistic - Timed Marketing Finance Customer Service & Relations HR Recruitment and Retention PR/Communications Sales Product Management Collaboration & Tele-working 7
  8. 8. John Sheridan and Jeofrey Bean 8 Objectives “The goal is for you, the customer, to tell Dell what new products or services you’d like to see“
  9. 9. John Sheridan and Jeofrey Bean 9 Audience Who are you connecting to? Internal => managers, employees, project teams External => stakeholders, general public, partners What role will they play? Online behaviour is not real life
  10. 10. John Sheridan and Jeofrey Bean 10 Audience: Community 5 basic behaviors 25% 30%13% 6% 16% 10% NA Watch Join Organize Criticize Create 35-44 year old in US. Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
  11. 11. John Sheridan and Jeofrey Bean Audience: Individuals Emotions Motivations Intentions Lifestyles Preferences Concerns 11
  12. 12. John Sheridan and Jeofrey Bean 12 Strategy What are their capabilities? How do they behave right now? How will you engage your audience? How will they engage each other? How will this meet your internal/external objectives? How will you measure lift?
  13. 13. John Sheridan and Jeofrey Bean 13 Program Select and use social technologies in context of your objectives Objectives Benchmarks People Processes; and Measurables ProcessesProcesses PeoplePeople MeasurablesMeasurables ObjectivesObjectives
  14. 14. John Sheridan and Jeofrey Bean 14 Implementation Ever-growing list of your options
  15. 15. John Sheridan and Jeofrey Bean 15 Sustainment Plan for the end, or not Monitor, and measure What if it goes wrong? What if it goes right?
  16. 16. John Sheridan and Jeofrey Bean Measurement Social Technology Effectiveness 16
  17. 17. John Sheridan and Jeofrey Bean Measurement Social Technology Effectiveness E.g. Product 17 • Market share • Unit shipment volume • Customer adoption rate • Margin retention • Prospect to Customer conversion • Brand value / company value • Usability satisfaction (appeal vs. experience) • Advocacy as a share of customers
  18. 18. John Sheridan and Jeofrey Bean 18 Key Points OASIS ©SocialMedia404 Objectives Audience => Individual, Community, Environment Strategy Implementation Sustainment
  19. 19. John Sheridan and Jeofrey Bean 19 Thank you John Sheridan, President, SocialMedia404 John.Sheridan@SocialMedia404.com www.socialmedia404.com 709-728-1518 Jeofrey Bean, Principal, Del Mar Research & Consulting, LLC JBean@DelMarResearch.com www.DelMarResearch.com 858-334-9266
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