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Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
Social Media Playbook
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Social Media Playbook


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  • 1. Social Media Playbook<br />“Your step by step guide for building vibrant online business communities”<br />Gerard van der BurgPlaybook Editor<br /><br />June 8, 2010<br />Dan LatendreCEO, IGLOO Software<br /><br />June 8, 2010<br />
  • 2. Webinar Agenda<br />Introduction<br />Dan Latendre, CEO IGLOO Software<br />Time: 10 minutes<br />Social Media Playbook<br />Gerard van der Burg, Playbook Editor<br />Time: 20 minutes<br />Q & A<br />Please enter your questions in the chat window at anytime during the session<br />Questions will be answered at the end of the session<br />
  • 3. Our Presenters<br />Dan Latendre<br />CEO, IGLOO Software<br />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. <br />Gerard van der Burg<br />Playbook Editor<br />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<br />
  • 4. Who’s Participating…<br /><ul><li>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</li></li></ul><li>IGLOO Software:Why Create A Social Media Playbook<br />Dan LatendreCEO, IGLOO Software<br />
  • 13. A New Social Business Paradigm<br />Business is both a personal and social activity...<br />Companies don’t build products, do deals<br />or make service calls…people do!<br />Information<br />People<br />6<br />Activities<br />
  • 14. A Little Context…<br />We help organizations deploy successful online business<br />communities powered by social software.<br />Partner Network<br />Marketing<br />Community<br />Audience<br /><ul><li>Employees & Teams</li></ul>Business Value<br /><ul><li>Productivity, agility and innovation through a more connected & knowledgeable workforce</li></ul>How?<br /><ul><li>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</li></ul>Audience<br /><ul><li>Prospects, Customers, Partners, Suppliers, Members and Alumni</li></ul>Business Value<br /><ul><li>Brand loyalty and building trusted relationships</li></ul>How?<br /><ul><li>Extending social software beyond the corporate firewall to connect with your partners, customers and suppliers to create deeper, stronger & more trusted relationships</li></ul>Customer Portal<br />Association<br />Education<br />Environment<br />Healthcare<br />ServicesCommunity<br />Corporate Intranet<br />R & D Community<br />Consulting & Services<br />Government<br />
  • 15. The Challenge?<br />Social software requires changes in business models,technologies & corporate culture.<br />3 Cultural<br /><ul><li>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</li></ul>1 Technology<br /><ul><li>Integration,Migration & Co-existence
  • 25. Delivery
  • 26. SaaS, Open Source, On premise
  • 27. Training
  • 28. Mobile
  • 29. Security
  • 30. Records Management
  • 31. Compliance</li></ul>2Operational<br /><ul><li>Brand
  • 32. Moderation
  • 33. Engagement
  • 34. Privacy
  • 35. IP Protection
  • 36. Resources & Staffing
  • 37. Training
  • 38. Budgets
  • 39. Measurement & Monitoring
  • 40. ROI</li></li></ul><li>Key Stakeholder Groups<br />Different: Goals – Objectives – Outcomes<br />Business Owners<br />IT<br />Executives<br /><ul><li>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</li></ul>Departments, Business Units, Committees, Project Teams<br />IT, IS, Hosting Services, Security<br />CIO, CTO, CSO<br />
  • 63. Measuring ROI<br />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.<br />Do you get new products or services to market - faster?<br />Are their resulting cost reductions in existing business units because of improved processes and communications?<br />Has the community improved knowledge sharing? (i.e., best practices and tools that improve the quality of processes, products, or services)<br /> Are you better connected to your customers? And are they more satisfied? Resulting in higher customer retention and/or minimized support costs.<br />Has knowledge sharing increased rate of innovation? New product improvements, methodologies and/or ideas?<br />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?<br />
  • 64. “Top 7” Recommendations<br />Start With a Plan<br />Measurable goals, objectives, timelines and outcomes<br />Start Small<br />Pilot Project<br />Contain It!<br />Identify/Understand/Document the Risks<br />Technology, Operational, Culture<br />Understand Your Customers<br />Needs, & Behaviors<br />Resource It<br /><ul><li>Staffing, expertise, funding</li></ul>Engage, Engage, Engage<br /><ul><li>Marketing, promotion and incentives</li></ul>Measure & Monitor<br /><ul><li>What is working, and what it not!!!
  • 65. Modify and change</li></li></ul><li>Social Media Playbook:What is it and how can you use it?<br />Gerard van der Burg,Playbook Editor<br /><br />
  • 66. Free online community sponsored by IGLOO Software to help business owners deploy social software & online community solutions in their organizations.<br /><ul><li>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</li></ul>What is the Playbook?<br />
  • 75. The Editor’s Role<br />My role is to:<br />Update you on new and/or important articles, additions, whitepapers, best practices<br />Answer any questions you may have and solicit feedback on how to many the community more valuable as a business tool<br />Weekly digest of activity<br />Create partnerships with 3rd party experts and content providers <br />- Example: blogs, sites, companies<br />Create “partner lead” Forum Topics<br />Engage, facilitate, promote!!<br />Email:<br />Skype: i2gerard5280<br />
  • 76. Wiki Chapters – “Methodology”<br />Playbook Wiki is organized into 5 fundamental chapters:<br />Each Wiki chapter contains:<br /> Building Blocks: Implementation methodologies<br /><ul><li>Linked resource materials
  • 77. Practical tools for implementation</li></ul> How-To Packages: Offerings for implementation support<br /><ul><li>Best practices
  • 78. SOP’s
  • 79. Tips and tricks</li></ul> Samples and References: Examples and links to other key resources<br /><ul><li>Whitepapers
  • 80. POV’s</li></li></ul><li>Workbooks – “Implementation Tools”<br />Wiki Chapters are supported<br />by Practical Workbooks<br /><ul><li>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</li></ul>I want your feedback, comments and suggestions!!<br />
  • 88. Experts Corner – “Guides” <br />Industry Expert Blogs<br /><ul><li>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</li></ul>Registered Members can…<br /><ul><li>Comment
  • 93. Rate
  • 94. Subscribe
  • 95. Message
  • 96. Connect</li></li></ul><li>What’s Next?<br />Brand Awareness<br />Drive membership<br />Drive traffic<br />Attracting “New” Thought leaders <br />Member Engagement<br />Member interaction<br />Feedback<br />Contributions<br />Thought leadership<br />High Value Content & Advice<br />Expert bloggers (larger pool and more diverse)<br />Content added to the knowledge base<br />Partner, company, industry lead forum topics<br />3rd party research<br />
  • 97. Playbook in<br />Subscribe to the expert blogs & receive email alerts on new articles and comments from other members.<br />Leverage the tips, tricks and best practices found in the playbook wiki chapters during your business social media project.<br />And… finally don’t hesitate to contact me with any questions, suggestions or ideas you may have!!!<br />Become a member & actively participate in the community – comment, rate, download, contribute & network.<br />Browse, search, view and download from a collection of online whitepapers, case studies and workbooks.<br />
  • 98. Thank You!!<br /><ul><li>Create a Free Community -
  • 99. Become A Playbook Member -
  • 100. Become An Expert Blogger -</li></ul>1.877.ON IGLOO<br /><br />