© 2008 PSC Group, LLC
“That’s a 10-4, Good Buddy?”
© 2008 PSC Group, LLC
•  IM
                •  Team   Rooms
      •  SMS    Texting
    •  Screen   Sharing
      •  Blog
              •  Mobil...
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
Loyalty
               Enthusiast
 Innovation
                  Partner
                                                  ...
    Discussion threads
                         
    User personalization
                         
    Scalable architect...
Enthusiast Community

  Case for Community
  Energizing, Listening, and Embracing

      
    Connect those with similar
 ...
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
Business Results
                                                                             

      Nike’s entire websit...
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
✴    Email
        ✴    Workflow
    ✴    Phone
         ✴    Face to Face
           ✴    Blogs
        ✴    Facebook
   ✴...
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
instantly
   reasonable


                          anywhere
      in person


                          informal
       f...
Time    P l a n n e d
   Location In   Person
   Relationship Formal

   Content Structured
                              ...
Goals
                           Engagement
      
                              Model
  Objectives
                      ...
Planning




                                  Technology  Community
                                       Characteristic...
✴    Decision: Do you want to use
      social networking?
 ✴    Here’s why:
   People
see
successful
social
networks

   ...
✴    Decision: Are you ready to change your culture to listen and respond as EA did
      above? 

 ✴    To do that, you n...
✴    Decision: What tools will you use?




© 2008 PSC Group, LLC
Design




         Pilot Email  Vanity URL:
              Log-In
                  Marketing Page*




                  ...
Resources




      Community Evangelist

Develop community launch and
growth strategy

Represent community within the
com...
Manage




      Build it and they MAY come.

      Manage it properly and they will engage, thrive and prosper




      ...
Moderation




    Do:

    
   Allow            employee participation – ensure authentic voice

    
   Connect         ...
Moderation




     Don’t:

     
   Allow           anonymous participation by employees

     
   Set     forward lookin...
Questions?

© 2008 PSC Group, LLC
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Social Networking Media Presentation

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My presentation for Granite. Talking about social networking and social media for the enterprise.

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Transcript of "Social Networking Media Presentation"

  1. 1. © 2008 PSC Group, LLC
  2. 2. “That’s a 10-4, Good Buddy?” © 2008 PSC Group, LLC
  3. 3. •  IM •  Team Rooms •  SMS Texting •  Screen Sharing •  Blog •  Mobile Mail •  Wiki •  Whiteboards •  VoIP •  Face2Face! •  File Share •  Tagging •  Phone •  Video Chat •  Online Video •  Email •  Message Boards © 2008 PSC Group, LLC
  4. 4. © 2008 PSC Group, LLC
  5. 5. © 2008 PSC Group, LLC
  6. 6. © 2008 PSC Group, LLC
  7. 7. © 2008 PSC Group, LLC
  8. 8. Loyalty Enthusiast Innovation Partner Presence Sharing Reputation Content Identity Developer Event Education Support Conversations Groups Relationships © 2008 PSC Group, LLC
  9. 9.   Discussion threads   User personalization   Scalable architecture   Powerful admin. tools © 2008 PSC Group, LLC
  10. 10. Enthusiast Community Case for Community Energizing, Listening, and Embracing   Connect those with similar interests   Let users submit the content to other social media sites   Gain product insights from users of Nike equipment http://nikeplus.nike.com/nikeplus/ © 2008 PSC Group, LLC
  11. 11. © 2008 PSC Group, LLC
  12. 12. © 2008 PSC Group, LLC
  13. 13. © 2008 PSC Group, LLC
  14. 14. Business Results Nike’s entire website strategy is changing to one that incorporates users comments and thoughts   500,000 members   200,000 product related discussions   50 million miles of runs logged by members   Communities are now an integrated part of Nike’s brand Trevor Edwards, VP of Global Brand Management “40% of Nike+ community members become converts to the company’s shoes.” © 2008 PSC Group, LLC
  15. 15. © 2008 PSC Group, LLC
  16. 16. © 2008 PSC Group, LLC
  17. 17. © 2008 PSC Group, LLC
  18. 18. © 2008 PSC Group, LLC
  19. 19. © 2008 PSC Group, LLC
  20. 20. ✴  Email ✴  Workflow ✴  Phone ✴  Face to Face ✴  Blogs ✴  Facebook ✴  Instant ✴  Video Chat Messaging ✴  Team Rooms ✴  Myspace ✴  Webex ✴  Twitter screenshare ✴  Wikis ✴  LinkedIn ✴  Message Boards ✴  Blog ✴  Blackberry/ ✴  Voice Mail Comments Push Email ✴  Portals ✴  SMS Texting ✴  Google Docs © 2008 PSC Group, LLC
  21. 21. © 2008 PSC Group, LLC
  22. 22. © 2008 PSC Group, LLC
  23. 23. © 2008 PSC Group, LLC
  24. 24. instantly reasonable anywhere in person informal formal unstructured structured or or flat hierarchical © 2008 PSC Group, LLC
  25. 25. Time P l a n n e d Location In Person Relationship Formal Content Structured Time W h e n e v e r L o c a t i o n A n y w h e r e Relationship Reputation Content Flat/Tagged T i m e I n s t a n t L o c a t i o n A n y w h e r e Re l a t i o n s h i p I n fo r m a l Content Unstructured © 2008 PSC Group, LLC
  26. 26. Goals Engagement Model Objectives Promotion Marketing People Launch Community Characteristics Plan Resources Profile Checklist Plan Design Launch Manage Content User Moderation Participation Programming Experience Community Structure Growth Measurement Plan © 2008 PSC Group, LLC
  27. 27. Planning Technology Community Characteristics Elements that drive engagement support goals Primary People Profile Engagement Target audience Listen, talk, energize demographics matter Support, embrace? Goals Objectives Why will they come? © 2008 PSC Group, LLC
  28. 28. ✴  Decision: Do you want to use social networking? ✴  Here’s why: People
see
successful
social
networks
 and
want
the
advantages
they
bring.
 It’s
like
people
who
see
photos
of
 climbing
–
like
this
famous
Galen
 Rowell
photo
–

and
decide
they
want
 to
be
the
guy
on
top
of
the
spire.
 © 2008 PSC Group, LLC
  29. 29. ✴  Decision: Are you ready to change your culture to listen and respond as EA did above? ✴  To do that, you need to create organizational readiness, gain the skills and do the work. © 2008 PSC Group, LLC
  30. 30. ✴  Decision: What tools will you use? © 2008 PSC Group, LLC
  31. 31. Design Pilot Email Vanity URL: Log-In Marketing Page* MEMBER GUEST (Username Terms/ (Terms/Conditions) Conditions) User agreement pages* © 2008 PSC Group, LLC Community Home Page
  32. 32. Resources Community Evangelist Develop community launch and growth strategy Represent community within the company © 2008 PSC Group, LLC
  33. 33. Manage Build it and they MAY come. Manage it properly and they will engage, thrive and prosper Prepare the environment • Grow the community • Harvest innovation © 2008 PSC Group, LLC
  34. 34. Moderation Do:   Allow employee participation – ensure authentic voice   Connect influencers to privileged content and experiences   Define and maintain a code of conduct   Allow dissent or criticism on your site   Enable the community to be self-policing   Invest in community management   Monitor, measure and categorize conversations © 2008 PSC Group, LLC
  35. 35. Moderation Don’t:   Allow anonymous participation by employees   Set forward looking expectations for influencers   Worry too much about criticism   Scrub everything you post by corp. comms and/or legal   Delete posts that conform to code of conduct   Incent positive posting monetarily © 2008 PSC Group, LLC
  36. 36. Questions? © 2008 PSC Group, LLC
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