Social Media Playbook
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Social Media Playbook Presentation Transcript

  • 1. Social Media Playbook
    “Your step by step guide for building vibrant online business communities”
    Gerard van der BurgPlaybook Editor
    gvanderburg@igloosoftware.com
    June 8, 2010
    Dan LatendreCEO, IGLOO Software
    dlatendre@igloosoftware.com
    June 8, 2010
  • 2. Webinar Agenda
    Introduction
    Dan Latendre, CEO IGLOO Software
    Time: 10 minutes
    Social Media Playbook
    Gerard van der Burg, Playbook Editor
    Time: 20 minutes
    Q & A
    Please enter your questions in the chat window at anytime during the session
    Questions will be answered at the end of the session
  • 3. Our Presenters
    Dan Latendre
    CEO, IGLOO Software
    Dan has been a technology innovator for the past 20 years working with such pioneering companies as MKS, Delrina and Open Text Corporation. He has played significant roles in the development and marketing of numerous leading edge internet-based technologies and applications.
    Gerard van der Burg
    Playbook Editor
    Gerard is a social media experts and consults with leading organizations and institutions on their social software strategy. Over the past 25 years, he has worked with organizations such as the Dutch Development Organization, CARE International, and Global Development Group, which has taken him to live and work in many countries in The Americas, Europe, and Africa
  • 4. Who’s Participating…
    • VP/Director of Knowledge/Information Management
    • 5. VP/Director of Social Media
    • 6. VP/Director of Communications
    • 7. VP/Director of Marketing
    • 8. Social Media Consultants
    • 9. VP Business Development
    • 10. Director of Event Management
    • 11. VP/Director of Product/Project Management
    • 12. Director of Web/SEO/Online Marketing
  • IGLOO Software:Why Create A Social Media Playbook
    Dan LatendreCEO, IGLOO Software
  • 13. A New Social Business Paradigm
    Business is both a personal and social activity...
    Companies don’t build products, do deals
    or make service calls…people do!
    Information
    People
    6
    Activities
  • 14. A Little Context…
    We help organizations deploy successful online business
    communities powered by social software.
    Partner Network
    Marketing
    Community
    Audience
    • Employees & Teams
    Business Value
    • Productivity, agility and innovation through a more connected & knowledgeable workforce
    How?
    • Creating “team driven” corporate social networks that connect employees to the people, information and processes they need in order to get their jobs done effectively and efficiently
    Audience
    • Prospects, Customers, Partners, Suppliers, Members and Alumni
    Business Value
    • Brand loyalty and building trusted relationships
    How?
    • Extending social software beyond the corporate firewall to connect with your partners, customers and suppliers to create deeper, stronger & more trusted relationships
    Customer Portal
    Association
    Education
    Environment
    Healthcare
    ServicesCommunity
    Corporate Intranet
    R & D Community
    Consulting & Services
    Government
  • 15. The Challenge?
    Social software requires changes in business models,technologies & corporate culture.
    3 Cultural
    • Distributed workforce
    • 16. Mobile workforce
    • 17. Gen “X” Gen “Y” issues
    • 18. Roles
    • 19. Behavior/expectations
    • 20. Tools
    • 21. Change Management
    • 22. Incentives programs for contributions and participation
    • 23. Code of conduct
    • 24. Corporate governance, policies, best practices
    1 Technology
    • Integration,Migration & Co-existence
    • 25. Delivery
    • 26. SaaS, Open Source, On premise
    • 27. Training
    • 28. Mobile
    • 29. Security
    • 30. Records Management
    • 31. Compliance
    2Operational
    • Brand
    • 32. Moderation
    • 33. Engagement
    • 34. Privacy
    • 35. IP Protection
    • 36. Resources & Staffing
    • 37. Training
    • 38. Budgets
    • 39. Measurement & Monitoring
    • 40. ROI
  • Key Stakeholder Groups
    Different: Goals – Objectives – Outcomes
    Business Owners
    IT
    Executives
    • Control
    • 41. Ownership
    • 42. Want it “Now”
    • 43. Feature rich
    • 44. Easy to use
    • 45. Cost effective
    • 46. Training/Tutorials
    • 47. Support
    • 48. Information Architecture
    • 49. Compliance
    • 50. Governance
    • 51. Measurement
    • 52. IP Protection
    • 53. Productivity
    • 54. Knowledge discovery/reuse
    • 55. Risk
    • 56. Secure
    • 57. Reliable
    • 58. Performance
    • 59. Back ups
    • 60. Extensible (API)
    • 61. Scalable
    • 62. Support & Maintenance
    Departments, Business Units, Committees, Project Teams
    IT, IS, Hosting Services, Security
    CIO, CTO, CSO
  • 63. Measuring ROI
    ROI from a social context is not about “monetization” but measuring the incremental value it brings to your business.It is about measuring how well an employee, team and/or even company is doing in meeting the business challenges they are trying to address.
    Do you get new products or services to market - faster?
    Are their resulting cost reductions in existing business units because of improved processes and communications?
    Has the community improved knowledge sharing? (i.e., best practices and tools that improve the quality of processes, products, or services)
    Are you better connected to your customers? And are they more satisfied? Resulting in higher customer retention and/or minimized support costs.
    Has knowledge sharing increased rate of innovation? New product improvements, methodologies and/or ideas?
    Employee satisfaction and motivation, has it improved? Have your employee retention rates gone up? Are more people applying for jobs? Have the number of sick days gone down?
  • 64. “Top 7” Recommendations
    Start With a Plan
    Measurable goals, objectives, timelines and outcomes
    Start Small
    Pilot Project
    Contain It!
    Identify/Understand/Document the Risks
    Technology, Operational, Culture
    Understand Your Customers
    Needs, & Behaviors
    Resource It
    • Staffing, expertise, funding
    Engage, Engage, Engage
    • Marketing, promotion and incentives
    Measure & Monitor
    • What is working, and what it not!!!
    • 65. Modify and change
  • Social Media Playbook:What is it and how can you use it?
    Gerard van der Burg,Playbook Editor
    www.igloosoftware.com/playbook
  • 66. Free online community sponsored by IGLOO Software to help business owners deploy social software & online community solutions in their organizations.
    • Expert Corner
    • 67. Best Practice White Papers
    • 68. Knowledge base Wiki
    • 69. Member Directory for Social Networking
    • 70. Social Media Event Calendar
    • 71. Discussion Forum for Featured Topic explorations
    • 72. Breaking News from around the Social Media world
    • 73. Playbook editorials and alerts, updates and weekly summary
    • 74. Re-Blogging with posts from Social Media sites on the web
    What is the Playbook?
  • 75. The Editor’s Role
    My role is to:
    Update you on new and/or important articles, additions, whitepapers, best practices
    Answer any questions you may have and solicit feedback on how to many the community more valuable as a business tool
    Weekly digest of activity
    Create partnerships with 3rd party experts and content providers
    - Example: blogs, sites, companies
    Create “partner lead” Forum Topics
    Engage, facilitate, promote!!
    Email: gvanderburg@igloosoftware.com
    Skype: i2gerard5280
  • 76. Wiki Chapters – “Methodology”
    Playbook Wiki is organized into 5 fundamental chapters:
    Each Wiki chapter contains:
    Building Blocks: Implementation methodologies
    • Linked resource materials
    • 77. Practical tools for implementation
    How-To Packages: Offerings for implementation support
    • Best practices
    • 78. SOP’s
    • 79. Tips and tricks
    Samples and References: Examples and links to other key resources
    • Whitepapers
    • 80. POV’s
  • Workbooks – “Implementation Tools”
    Wiki Chapters are supported
    by Practical Workbooks
    • Implementation guidelines
    • 81. Structure & set up
    • 82. Planning & ideation
    • 83. Design, brand & layout
    • 84. Launch, promotion & engagement
    • 85. Sustain, resource, measure
    • 86. Growth, ROI
    • 87. Regularly updated with the latest lessons learned and tips for successful implementation
    I want your feedback, comments and suggestions!!
  • 88. Experts Corner – “Guides”
    Industry Expert Blogs
    • Blogging on social software and media topics
    • 89. Focus is on business issues
    • 90. Inside and outside your company
    • 91. Industry trends
    • 92. Tips & tricks
    Registered Members can…
    • Comment
    • 93. Rate
    • 94. Subscribe
    • 95. Message
    • 96. Connect
  • What’s Next?
    Brand Awareness
    Drive membership
    Drive traffic
    Attracting “New” Thought leaders
    Member Engagement
    Member interaction
    Feedback
    Contributions
    Thought leadership
    High Value Content & Advice
    Expert bloggers (larger pool and more diverse)
    Content added to the knowledge base
    Partner, company, industry lead forum topics
    3rd party research
  • 97. Playbook in Actionwww.igloosoftware.com/playbook
    Subscribe to the expert blogs & receive email alerts on new articles and comments from other members.
    Leverage the tips, tricks and best practices found in the playbook wiki chapters during your business social media project.
    And… finally don’t hesitate to contact me with any questions, suggestions or ideas you may have!!!
    Become a member & actively participate in the community – comment, rate, download, contribute & network.
    Browse, search, view and download from a collection of online whitepapers, case studies and workbooks.
  • 98. Thank You!!
    • Create a Free Community - www.igloosoftware.com/free
    • 99. Become A Playbook Member - www.igloosoftware.com/playbook
    • 100. Become An Expert Blogger - gvanderburg@igloosoftware.com
    1.877.ON IGLOO
    www.igloosoftware.com