Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 1<br />Aligning Social Media Investments wi...
Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 2<br />
Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges...
3 Points<br />We’re after business results. Web 2.0 is just part of the toolkit.<br />Goal setting, planning and measureme...
Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges...
Opportunities<br />And they can listen and share with you<br />And with each other<br />When you can listen carefully to p...
Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 7<br />Opportunities<br />
Opportunities<br />Your customers are already there<br />
Opportunities<br />Make a difference<br />
&quot;The purpose of an organization is to enable ordinary humans beings to do extraordinary things.&quot; <br />Peter Dru...
Opportunities<br />Copyright © Open Text Corporation. All rights reserved.<br />Slide 11<br />
Real Results<br /><ul><li>A Cisco study found that 43% of visits to online support forum are in lieu of opening up a suppo...
Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forre...
Forrester reported that customers report good experiences in forums more than twice as often as they do via calls or mail.
Ebay found that participants in online communities spend 54% more than non-community users.
Dell just passed $3MM in overall sales direct from its twitter accounts.</li></ul>Copyright © Open Text Corporation 2008 -...
50 top tweeted brands on 11/16<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 13<br />
Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges...
Social media is not a strategy, it is a means to an end<br />
Reaching Target Market: business objectives<br /><ul><li> Market Research
 Brand Awareness
 Brand Reputation
 Lead Generation
 Sales</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 16<br />
Reaching Target Market: goals<br /><ul><li>Improve awareness
Generate leads
Improve awareness
Understand Customers</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 17<br />
Reaching Target Market: Tools<br /><ul><li>Participation
Your site is the end, not the beginning of the process
Social Networks
Facebook, MySpace, Twitter, Niche
Aggregators
YouTube, Flickr, Digg
Relevant Blogs (other people’s)
Monitoring tools</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 18<br />
Reaching Target Market: Metrics<br /><ul><li>Brand mentions
Share of voice
Extending reach
Media Mentions
Conversion rate</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 19<br />
Customers: Business objectives<br /><ul><li> Customer Service
 Customer Loyalty
 Announcements
 Feedback</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 20<br />
Customers: Goals<br /><ul><li>Satisfaction
Retention
Loyalty
References
Follow-on sales</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 21<br />
Customers: Tools<br /><ul><li>Participation
Your web site
Custom Communities
Social Networks/Aggregators
Your Blogs, as well as theirs
Monitoring Tools</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 22<br />
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  • Web 2.0 is Enriched Communication
  • At current rates of growth, Open Text is projected to invest more than $1 Billion dollars in development over the next 5 years.This will involve the commitment of an average of more than 2,000 developers working on the Open Text ECM suite over the next 5 years
  • Process Maturity and Capability Maturity Model IntegrationCapability Maturity Model Integration (CMMI), was developed by the Software Engineering Institute (SEI) at Carnegie Mellon University (http://www.sei.cmu.edu) in 1991 to help the Federal Government understand the capabilities of its software vendors and deal proactively with the problem of out-of-control software projects. It became and remains a best-practice software-development framework and its core ideas can help organizations of all kinds escape from, as Steve McConnell puts it in his software development bible Rapid Development (Microsoft Press, 1996), the Gilligan’s Island cycle of under-performing projects.CMM posits that organizations, or groups or processes within organizations, function at one of five levels of process maturity, with level 1 being the lowest or least mature level, and level 5 as the highest or most mature level.1. Initial – Processes, if they are defined at all, are ad hoc. Successes depend on individual heroics and are generally not repeatable.2. Managed – Basic project management practices are established and the discipline is in place to repeat earlier successes with similar projects.3. Defined – Processes are documented and standardized and all projects use approved, tailored versions of the standard processes.4. Quantitatively Managed – The performance of processes and the quality of end-products are managed with quantitative measurement and analysis.5. Optimizing – Continuous process improvement is enabled by quantitative feedback from the process and from piloting innovative ideas.
  • aligning social media with business strategy

    1. 1. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 1<br />Aligning Social Media Investments with Business Strategy<br />Driving Business results<br />Debra Louison Lavoy<br />Director, Product Marketing<br />November 17, 2009<br />
    2. 2. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 2<br />
    3. 3. Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges can be addressed?<br />Tools<br />What kind of tools help with what kind of goals<br />Planning<br />Integration, Expectations, Measurement<br />Best Practices<br />Culture, technology, process, capability<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 3<br />
    4. 4. 3 Points<br />We’re after business results. Web 2.0 is just part of the toolkit.<br />Goal setting, planning and measurement are critical to success<br />Invest in human, business and technical capabilities that can grow with you.<br />
    5. 5. Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges can be addressed?<br />Tools<br />What kind of tools help with what kind of goals<br />Planning<br />Integration, Expectations, Measurement<br />Best Practices<br />Culture, technology, process, capability<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 5<br />
    6. 6. Opportunities<br />And they can listen and share with you<br />And with each other<br />When you can listen carefully to people<br />
    7. 7. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 7<br />Opportunities<br />
    8. 8. Opportunities<br />Your customers are already there<br />
    9. 9. Opportunities<br />Make a difference<br />
    10. 10. &quot;The purpose of an organization is to enable ordinary humans beings to do extraordinary things.&quot; <br />Peter Drucker<br />Management: Tasks, Responsibilities, Practices Chapter 28, The Spirit of Performance, p. 361 (1974)<br />
    11. 11. Opportunities<br />Copyright © Open Text Corporation. All rights reserved.<br />Slide 11<br />
    12. 12. Real Results<br /><ul><li>A Cisco study found that 43% of visits to online support forum are in lieu of opening up a support case through standard methods.
    13. 13. Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester)
    14. 14. Forrester reported that customers report good experiences in forums more than twice as often as they do via calls or mail.
    15. 15. Ebay found that participants in online communities spend 54% more than non-community users.
    16. 16. Dell just passed $3MM in overall sales direct from its twitter accounts.</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 12<br />
    17. 17. 50 top tweeted brands on 11/16<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 13<br />
    18. 18. Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges can be addressed?<br />Tools<br />What kind of tools help with what kind of goals<br />Planning<br />Integration, Expectations, Measurement<br />Best Practices<br />Culture, technology, process, capability<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 14<br />
    19. 19. Social media is not a strategy, it is a means to an end<br />
    20. 20. Reaching Target Market: business objectives<br /><ul><li> Market Research
    21. 21. Brand Awareness
    22. 22. Brand Reputation
    23. 23. Lead Generation
    24. 24. Sales</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 16<br />
    25. 25. Reaching Target Market: goals<br /><ul><li>Improve awareness
    26. 26. Generate leads
    27. 27. Improve awareness
    28. 28. Understand Customers</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 17<br />
    29. 29. Reaching Target Market: Tools<br /><ul><li>Participation
    30. 30. Your site is the end, not the beginning of the process
    31. 31. Social Networks
    32. 32. Facebook, MySpace, Twitter, Niche
    33. 33. Aggregators
    34. 34. YouTube, Flickr, Digg
    35. 35. Relevant Blogs (other people’s)
    36. 36. Monitoring tools</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 18<br />
    37. 37. Reaching Target Market: Metrics<br /><ul><li>Brand mentions
    38. 38. Share of voice
    39. 39. Extending reach
    40. 40. Media Mentions
    41. 41. Conversion rate</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 19<br />
    42. 42. Customers: Business objectives<br /><ul><li> Customer Service
    43. 43. Customer Loyalty
    44. 44. Announcements
    45. 45. Feedback</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 20<br />
    46. 46. Customers: Goals<br /><ul><li>Satisfaction
    47. 47. Retention
    48. 48. Loyalty
    49. 49. References
    50. 50. Follow-on sales</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 21<br />
    51. 51. Customers: Tools<br /><ul><li>Participation
    52. 52. Your web site
    53. 53. Custom Communities
    54. 54. Social Networks/Aggregators
    55. 55. Your Blogs, as well as theirs
    56. 56. Monitoring Tools</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 22<br />
    57. 57. Customers: Metrics<br /><ul><li>Interactions
    58. 58. Issues resolved
    59. 59. Time to resolution
    60. 60. Positive mentions</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 23<br />
    61. 61. Partners – Business Objectives<br /><ul><li> Coordination
    62. 62. Information and resource sharing
    63. 63. Collaboration
    64. 64. Problem Solving</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 24<br />
    65. 65. Partners – Goals<br /><ul><li> Time to market
    66. 66. Cost control
    67. 67. Sales
    68. 68. Problem Solving</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 25<br />
    69. 69. Partners – Tools<br /><ul><li> Extranet
    70. 70. Shared workspaces
    71. 71. Blogs
    72. 72. Custom Communities</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 26<br />
    73. 73. Partners – Metrics<br /><ul><li> Cost savings
    74. 74. Sales figures
    75. 75. Partner satisfaction rating
    76. 76. Number of partners
    77. 77. Partner offering</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 27<br />
    78. 78. Team – Business objectives<br /><ul><li> Efficiency
    79. 79. Coordination
    80. 80. Productivity
    81. 81. Problem Solving
    82. 82. Innovation
    83. 83. Increased Capabilities</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 28<br />
    84. 84. Team – Goals<br /><ul><li> Team Productivity
    85. 85. Leverage Collective Intelligence
    86. 86. Quality
    87. 87. Market impact</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 29<br />
    88. 88. Team – Tools<br /><ul><li> Social Intranets
    89. 89. Blogs
    90. 90. Comments/Ratings
    91. 91. Idea Management
    92. 92. Social Collaboration Tools
    93. 93. Microblogging</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 30<br />
    94. 94. Team – Metrics<br /><ul><li>Participation
    95. 95. Time spent in meetings
    96. 96. Number of projects completed
    97. 97. Travel
    98. 98. New Hire time to productivity
    99. 99. Completion rate
    100. 100. Problem resolution time
    101. 101. Accuracy
    102. 102. Employee satisfaction</li></ul>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 31<br />
    103. 103. Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges can be addressed?<br />Tools<br />What kind of tools help with what kind of goals<br />Planning<br />Integration, Expectations, Measurement<br />Best Practices<br />Culture, technology, process, capability<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 32<br />
    104. 104. Tools<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 33<br />
    105. 105. One-offs can quickly grow out of control<br />$100k<br />$100k<br />$100k<br />$100k<br />$100k<br />$100k<br />Social Microsites<br />User Generated Site<br />Company Websites<br />v<br />v<br />Wastes money<br />Disconnected user experience, no synergies (MySears example)<br />No profile, content, metric or customer intelligence shared across sites<br />Orphan communities<br />Niche Sites<br />Social Extranets<br />Social Intranet<br />
    106. 106. Integrate social and traditional content<br />Contextually-relevant information <br />i.e. finding a recipe on MarthaStewart.com or answering a product question<br />Project-based information<br />Information stored in social repositories versus traditional business documents<br />Privacy, access and retention policies<br />Community-enriched content<br />Ratings, comments and reviews<br />Transparent contributions<br />Recommendations<br />
    107. 107. Choosing technology<br />Look for an integrated set of social media capabilities<br />Wikis, forums, blogs, ideas, events, ratings, comments, etc.<br />That will grow with you<br />Make sure modules are available as your social strategy evolves<br />Integrated analytics and user profile management<br />And integrate with your Web Capabilities<br />UI, navigation, user experience consistent with customer expectations<br />Opportunity to integrate content from other sources and social content (i.e. recipe story)<br />And integrate with your content management system<br />Document and records management, governance and compliance<br />And don’t forget your Media Strategy<br />Images, video, podcasts, webcasts, powerpoints….<br />
    108. 108. Choosing technology<br />Compliance and governance monitoring<br />Integration with content/records management<br />Black listed words and other business rules<br />Ensure the system can alert you<br />
    109. 109. Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges can be addressed?<br />Tools<br />What kind of tools help with what kind of goals<br />Planning<br />Integration, Expectations, Measurement<br />Best Practices<br />Culture, technology, process, capability<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 38<br />
    110. 110. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 39<br />1<br />Build a Business Communication strategy<br />2<br />Include the right social media efforts<br />3<br />Measure results<br />
    111. 111. Aim to create an integrated user experience<br />Social Marketing is part of MARKETING<br />Social Customer Service is part of SERVICE<br />Partner Collaboration is part of PARTNERSHIP PROGRAMS<br />Integrate social and “traditional” experiences<br />
    112. 112. Lack of Social Media Maturity<br />
    113. 113. Plan to learn<br />Plan for Mistakes<br />Prevention: Clear, simple policies and procedures<br />Mitigation:What will you do when they happen<br />Plan for Failure<br />Start small, fail fast, try again<br />Plan for success<br />You achieve what you measure. <br />You can’t improve what you don’t measure.<br />Develop Capabilities<br />Growth strategy<br />
    114. 114. <ul><li>Very clear
    115. 115. Realistic
    116. 116. Plans for both positive and negative responses</li></ul>Copyright © Open Text Corporation. All rights reserved.<br />Slide 43<br />
    117. 117. Agenda<br />Opportunities<br />How does web 2.0 create new opportunities?<br />Goals<br />What kind of business challenges can be addressed?<br />Tools<br />What kind of tools help with what kind of goals<br />Planning<br />Integration, Expectations, Measurement<br />Best Practices<br />Culture, technology, process, capability<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 44<br />
    118. 118. Ask Questions<br />In person<br />In blogs<br />In “communities”/shared workspaces<br />Acknowledge what you don’t know<br />Acknowledge problems<br />
    119. 119. Fostering candor<br />Demonstrate listening<br />Authenticity and humility<br />Go looking for trouble<br />Think about the relative risks of mistakes versus inaction<br />
    120. 120. Eliminating Fear<br />Respect comes first<br />Trust follows<br />Be prepared for mistakes<br />Recognize problems as opportunities<br />Fail fast, fail small<br />
    121. 121. Best practices<br />Assess real security and safety threats <br />Be aware, not afraid<br />Roles and responsibilities – who, when, how<br />Social media strategist or community manager role<br />But social media is not the job of one person<br />Ensure integration into marketing, customer service, etc.<br />Develop listening mechanisms<br />.. and the process and empowerment to act &respond<br />
    122. 122. Copyright © Open Text Corporation. All rights reserved.<br />Slide 49<br />
    123. 123. Investing $1 Billion into Content Innovation<br />$1 Billion for Research<br />2,000 developers on average over the next five years <br />Copyright © 2009 Open Text Corporation. All rights reserved.<br />Slide 50<br />
    124. 124. Open Text enables Web 2.0<br />Media<br />Social<br />Web<br />Social Networks<br />Microblogging<br />Wiki<br />Forums<br />RSS<br />Blogs<br />IM<br />Ratings<br />Communities<br />Core Content<br />Core ECM Content<br />
    125. 125. Engagement – Inside & Outside the Firewall<br />Presentation Services<br />Workplace<br />Marketplace<br />blog<br />IM<br />forum<br />presence<br />web experiences<br />rich media<br />tagging<br />wiki<br />Core Content Source<br />Enterprise Process Services<br />Enterprise Library Services<br />
    126. 126. 3 Points<br />We’re after business results. Web 2.0 is just means to an end.<br />Goals, planning and measurement are critical to success<br />Invest in human, business and technical capabilities that can grow with you.<br />
    127. 127. Call me, beep me<br />Twitter @Deb_Lavoy<br />On Linked In/Facebook<br />Debra Louison Lavoy<br />Email: dlavoy@opentext.com<br />
    128. 128. outtakes<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 55<br />
    129. 129. Capability Maturity Model<br />Initial– Processes, if they are defined at all, are ad hoc. Successes depend on individual heroics and are generally not repeatable.<br />2. Managed – Basic project management practices are established and the discipline is in place to repeat earlier successes with similar projects.<br />3. Defined – Processes are documented and standardized and all projects use approved, tailored versions of the standard processes.<br />4. Quantitatively Managed – The performance of processes and the quality of end-products are managed with quantitative measurement and analysis.<br />5. Optimizing – Continuous process improvement is enabled by quantitative feedback from the process and from piloting innovative ideas.<br />
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