Burn The Ships


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Presentation by Ariba March 2010

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Burn The Ships

  1. 1. Burn the Ships! Forging Ahead in a Web 2.0 World Elizabeth Hill Director, Internet Marketing Ariba, Inc. March 3, 2010
  2. 2. No Retreat Web 2.0 enables a new era of information and influence <ul><li>Critical Mass </li></ul><ul><ul><li>67% of global Internet users visit member communities* </li></ul></ul><ul><ul><li>Use of Social networks and blogs has surpassed email use </li></ul></ul><ul><ul><li>20% of Tweets mention brand** </li></ul></ul><ul><ul><li>50 million tweets in Jan. </li></ul></ul><ul><ul><li>Untold influence </li></ul></ul>*Global Faces and Networked Places A Nielsen report on Social Networking’s New Global Footprint, March 2009 **Penn State's College of Information Sciences and Technology (IST), September, 2009
  3. 3. No Retreat Web 2.0 enables a new era of information and influence <ul><li>Platform for contributors </li></ul><ul><ul><li>As co-creators of content, contributors have a sense of ownership </li></ul></ul><ul><ul><li>Customers have new, wider platforms to offer feedback </li></ul></ul><ul><ul><li>Tools enable ‘Rapid Conversations’ (RT, apps, etc.) </li></ul></ul><ul><li>Filters for Spectators (customers, prospects, competitors, investors) </li></ul><ul><ul><li>Aggregators and filtering technologies amplify presence of once hidden content </li></ul></ul><ul><ul><li>Universal search (blogs, social, video, etc.) </li></ul></ul><ul><ul><li>Keyword Alerts </li></ul></ul><ul><ul><li>RSS – Anyone can syndicate </li></ul></ul><ul><ul><li># </li></ul></ul>
  4. 4. <ul><li>Challenges for Marketers (and we’re all marketers) </li></ul><ul><ul><li>Traditional advertising suffers from lack of trust </li></ul></ul><ul><ul><li>90% consumers surveyed noted that they trust recommendations from people they know* </li></ul></ul><ul><ul><ul><li>70% trusted consumer opinions posted online </li></ul></ul></ul><ul><ul><ul><li>70% trust Brand websites </li></ul></ul></ul><ul><ul><li>As ownership increases, we’re held to new standards </li></ul></ul><ul><ul><li>Must be part of the conversation/authentic </li></ul></ul><ul><ul><li>Must offer candor and value </li></ul></ul><ul><ul><li>The conversations are happening, with or without us. </li></ul></ul>No Retreat Web 2.0 enables a new era of information and influence *Nielsen Global Online Consumer Survey, April 2009
  5. 5. <ul><li>Opportunities for Marketers </li></ul><ul><ul><li>We are invited participants </li></ul></ul><ul><ul><li>Highly engaged audience </li></ul></ul><ul><ul><li>Unprecedented insight into the opinions and expectations of the market </li></ul></ul><ul><ul><li>Opportunities to engage 1 to 1 </li></ul></ul><ul><ul><li>New opportunities to share expertise </li></ul></ul><ul><ul><li>Documented responsiveness </li></ul></ul><ul><ul><li>Filters and listening tools </li></ul></ul><ul><ul><li>Perfect Storm? </li></ul></ul>No Retreat Web 2.0 enables a new era of information and influence
  6. 6. Web 2.0 The Optimal Response ConAgra Foods, Creating and Embracing a Social Media Culture - Nov 10, 2009
  7. 7. What is our Opportunity to Engage? <ul><li>“ Despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process … the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. </li></ul><ul><li>(Nielsen Global Online Consumer Survey, April 2009) </li></ul>
  8. 8. External Community <ul><li>Provide an online platform to facilitate communication – customer-to-customer, customer-to-Enterprise, and Enterprise-to-customer. An online community will empower users to find, share and discuss products, market conditions, best practices, news, trends and other information that helps them to be successful. The objective is to help customers become better customers, thus increasing their satisfaction, renewal rates, referrals and opportunities. </li></ul>
  9. 9. Hosting an External Community The Culture Shift <ul><li>NOT just another outbound vehicle </li></ul><ul><li>Everyone’s invited (customers, prospects and industry onlookers, competitors) </li></ul><ul><li>Offers a new level of transparency </li></ul><ul><li>Commitment to responsiveness </li></ul><ul><li>No longer about budget, but timely, authentic interaction </li></ul><ul><li>Requires collaboration throughout the enterprise (breaking down silos) </li></ul>
  10. 10. Selecting and Leveraging the Right Tools <ul><li>Assemble the Stakeholders – Marketing, Product Dev, Support, Services, Sales, IT/Engineering, Education, Legal </li></ul><ul><li>Align on the mission </li></ul><ul><li>Document Requirements </li></ul><ul><ul><li>Feature (blogs, polls, msg boards, syndication, multi-media, member controls) </li></ul></ul><ul><ul><li>Business (delivery, integration, security, scalability, SEO) </li></ul></ul><ul><ul><li>Administrative (configurability, reporting, permissions, ease of use) </li></ul></ul><ul><li>RFP cycle </li></ul><ul><li>Schedule demos </li></ul><ul><li>Evaluation </li></ul><ul><ul><li>Weight/rate vendors </li></ul></ul><ul><li>Negotiation </li></ul>
  11. 11. Addressing Resource Constraints <ul><li>Executive support </li></ul><ul><li>Formal objectives/incentives </li></ul><ul><li>Promote/invite participation widely; some are ready for something new </li></ul><ul><li>Unearth new experts </li></ul><ul><li>Circulate successes </li></ul><ul><li>Find new uses (HR – recruiting, crowd sourcing, events, etc.) </li></ul><ul><li>Leverage content in new ways </li></ul><ul><li>Distribute current communications (communications typically handled via email) </li></ul><ul><li>Utilize the archive </li></ul>
  12. 12. Intellectual Property The practical aspects <ul><li>Prepare </li></ul><ul><ul><li>Protect anything sensitive </li></ul></ul><ul><ul><li>Enforce policies (internal and external) </li></ul></ul><ul><ul><li>Document escalation procedures </li></ul></ul><ul><ul><li>Respond to misuse </li></ul></ul><ul><li>Remember the Mission </li></ul><ul><ul><li>Stay mindful of social media best practice </li></ul></ul><ul><ul><li>Be strategic, not territorial </li></ul></ul><ul><ul><li>Realize the benefits of deep member knowledge (i.e., user-driven ideas and improvements) </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul>
  13. 13. Measurement and ROI <ul><li>Ask </li></ul><ul><ul><li>What specific questions do I want to answer? </li></ul></ul><ul><ul><li>What data will answer my questions? </li></ul></ul><ul><ul><li>What actions can I take to capture or generate the data? </li></ul></ul><ul><ul><li>Did those actions produce the results I intended and to what degree? </li></ul></ul><ul><li>How much revenue did social media generate isn’t a fair question… yet. </li></ul><ul><li>Instead, focus on other efficiencies and learn to quantify them </li></ul>
  14. 14. Sample metrics for Web 2.0 ROI <ul><li>How much is it worth? </li></ul><ul><ul><li>Referral activity and conversions </li></ul></ul><ul><ul><li>Informal customer references </li></ul></ul><ul><ul><li>Customer Service needs handled through community </li></ul></ul><ul><ul><li>Idea added to product roadmap </li></ul></ul><ul><ul><li>Shorter recruitment cycles for HR </li></ul></ul><ul><ul><li>Lower churn rate </li></ul></ul><ul><ul><li>Viral exposure for press release </li></ul></ul><ul><ul><li>… </li></ul></ul>
  15. 15. Measurement and ROI <ul><li>Answering basic questions will lead to more complex questions </li></ul><ul><li>Be methodical in mapping solutions </li></ul><ul><li>Assemble the tools that are necessary (and know which to use for what) </li></ul><ul><li>Integrate into existing tools where possible. </li></ul><ul><ul><li>Web analytics, CRM, etc. </li></ul></ul><ul><li>Be disciplined in reporting even single instances of success </li></ul>