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The Social Media Trilogy
Three Vital Components for Building a
Successful Online Strategy

Gerardo A. Dada
Sr. Director, P...
Agenda

     Social Media Maturity Observations
     The social media Trilogy
      1. Building a Social Media Strategy
...
Cluetrain Manifesto, 1999

  “Markets are conversations. Their members communicate
  in language that is natural, open, ho...
•   Low Cost Marketing
Why   •   We have to Do it
      •   Getting Traction




                      © 2009 CONFIDENTIAL...
Only 12% would rate their Web 2.0 initiatives as Effective

Effectiveness of Web 2.0 initiatives


                       ...
Effectiveness raises question on measurement

 What are most effective things to do?
 Why they would use Web 2.0 and how...
40 % of surveyed have no social media process or strategy in place.
                      Only 23% have a strategy documen...
What people are saying


                                                                     “We view it as an immature m...
Evolution of Social Media



 2007      2008      2009
                    Embrace
Why?        Try




                   ...
1. How do I Build a
Social Media Strategy?




                         © 2009 CONFIDENTIAL & PROPRIETARY 10
You should not build
   a social media
      strategy



                       © 2009 CONFIDENTIAL & PROPRIETARY 11
Social media      Customer support


should support a    Marketing Strategy
    strategy
                   Product Develo...
Social Media Driving Business Results
• Marketing
   o Leads, engagement, conversion
• Corporate Communications & PR
   o ...
And deliver an Integrated User
         Experience




                         © 2009 CONFIDENTIAL & PROPRIETARY 14
Customer Expectations for the Web

 Personal   Multi-Channel   Social          Immersive




                             ...
While integrating “persuasive”
content with “community” content




                         © 2009 CONFIDENTIAL & PROPRIE...
© 2009 CONFIDENTIAL & PROPRIETARY 17
2. How do I Build a Community?




                         © 2009 CONFIDENTIAL & PROPRIETARY 18
You can’t create a community.




                        © 2009 CONFIDENTIAL & PROPRIETARY 19
You can foster a community
     Enhance it, grow it, promote it.




                                        © 2009 CONFID...
Participate in a community
       Fish where the fish are




                                 © 2009 CONFIDENTIAL & PROPR...
Communities vs. Tools
                     Personas
Professional                      Personal                      Gamer
...
Beyond Engaging Customers
                                                                     Interactions Supported in N...
So what is a
community?




               © 2009 CONFIDENTIAL & PROPRIETARY 24
A community is a group of like-minded individuals
that interact with each other about the topics they
care about.




    ...
What should you do?




                  © 2009 CONFIDENTIAL & PROPRIETARY 26
Understand what people are saying




                          © 2009 CONFIDENTIAL & PROPRIETARY 27
Content is King
The challenge is
to unlock the
value of your
Content.



Search




                   © 2009 CONFIDENTIAL...
A Rich and Engaging Social Experience

   Video
   Slides
   Photos
   Podcasts
   Downloads

 Management and Delive...
3. How do I succeed in
    Social Media?




                         © 2009 CONFIDENTIAL & PROPRIETARY 30
It’s about the people




                    © 2009 CONFIDENTIAL & PROPRIETARY 31
“Companies prosper when they tap
  into a power that everyone of us
  already has – the ability to reach
outside of oursel...
Social Media is a new way
of engaging and interacting
customers, partners and
employees supported by
technology




      ...
This requires a mind-
              shift and a new culture
• Transparency and Authenticity
• Participation, Listening and...
5 Steps to Success
                     1. People
                     2. Strategy
                     3. Measurement
   ...
1. Get People On-Board




                         © 2009 CONFIDENTIAL & PROPRIETARY 36
2. Develop a Strategy




                        © 2009 CONFIDENTIAL & PROPRIETARY 37
3. Clear Goals and
Metrics




                     © 2009 CONFIDENTIAL & PROPRIETARY 38
4. Resourcing




                © 2009 CONFIDENTIAL & PROPRIETARY 39
5. Promotion




               © 2009 CONFIDENTIAL & PROPRIETARY 40
Marketing has led social media
        deployments


                         © 2009 CONFIDENTIAL & PROPRIETARY 41
But now IT is jumping in



                      © 2009 CONFIDENTIAL & PROPRIETARY 42
What's next > Consolidation
                                   Mobile
                       video                     Ema...
Vignette can help
 You can build all of your social media
 applications for your intranet, extranet, and
 www cases with o...
About Vignette
• Founded 1995

• NASDAQ: VIGN

• Strong financial position

• Web Content Management
  (WCM) Pioneer

• HQ...
Web Experience Solutions
                  Experience Optimization

                   Rich Media and Video

             ...
A solution both IT and Marketing embrace
•   A complete solution provided by a single vendor
        Wikis, forums, blogs...
Vignette Community Services

                 Key Features
Enable visitors to enhance your existing
site with user generat...
Vignette Community Applications

                  Key Features
Create a social site to foster a community
rich with inter...
Vignette Recommendations 7.1
Social Search with Vignette Recommendations
Vignette Recommendations                         ...
Vignette's Differentiated Business Value
• Single Vendor for web
  experience solution
• Increase Traffic, Sales, and
  Cu...
Vignette delivers the Web’s most dynamic user experiences.
The Vignette Web Experience brings rich media and engaging
    ...
Questions




Visit Us
Booth
  211                            Thank You
                      gdada@vignette.com      Twit...
© 2009 CONFIDENTIAL & PROPRIETARY 54
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Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy

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It’s time to look at the big picture – beyond starting a blog or getting your team on Twitter. To survive in these trying economic times, enterprises must adopt a trilogy of Web 2.0 fundamentals as part of their long-term communications objectives. This session leverages the experiences of some of the world’s most successful communities to help you develop a strategic vision for enterprise-oriented social media. Also included are several use cases that demonstrate the success of having organization-wide Web 2.0 technology and information on how Vignette is helping the world’s leading brands with their social media efforts. Takeaways include how Web 2.0 intersects with a broader online strategy, the social media success trilogy and how to integrate these fundamentals into your organization’s DNA.

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  1. 1. The Social Media Trilogy Three Vital Components for Building a Successful Online Strategy Gerardo A. Dada Sr. Director, Product Marketing - Vignette © 2009 CONFIDENTIAL & PROPRIETARY 1
  2. 2. Agenda  Social Media Maturity Observations  The social media Trilogy 1. Building a Social Media Strategy 2. Building a Community 3. Roadmap for success About the Presenter Gerardo A Dada is Senior Director of Product Marketing for Vignette. He has more than a decade of driving high-tech marketing with a focus on the Web and social media experiences. Prior to joining Vignette, he served at Microsoft as director for worldwide developer audience marketing and community. His responsibilities included managing the developer experience and loyalty and the Broad Customer Connection initiative. He led the company’s community strategy across online and offline channels including blogs, forums, wikis, user groups, influencers and content syndication. Prior to Microsoft Gerardo helped global organizations like Motorola, Sony Ericsson, Orange and Vodafone build their developer and partner community strategy. © 2009 CONFIDENTIAL & PROPRIETARY 2
  3. 3. Cluetrain Manifesto, 1999 “Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking…the human voice is unmistakably genuine... Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.” © 2009 CONFIDENTIAL & PROPRIETARY 3
  4. 4. • Low Cost Marketing Why • We have to Do it • Getting Traction © 2009 CONFIDENTIAL & PROPRIETARY 4
  5. 5. Only 12% would rate their Web 2.0 initiatives as Effective Effectiveness of Web 2.0 initiatives Ineffective 6% Effective 12% Somewhat Ineffective 20% Somewhat Neither Effective Effective nor Ineffective 42% 20% Source :Marketing Leadership Roundtable and the Corporate Executive Board :Trends in Social Media and Web 2.0 during February of 2009 © 2009 CONFIDENTIAL & PROPRIETARY 5
  6. 6. Effectiveness raises question on measurement  What are most effective things to do?  Why they would use Web 2.0 and how to measure effectiveness?  How to set up the best Web 2.0 approach to fit the company? © 2009 CONFIDENTIAL & PROPRIETARY 6
  7. 7. 40 % of surveyed have no social media process or strategy in place. Only 23% have a strategy document. Social Media Elements in Place Metrics tied to ROI Dedicated Team Moderation Strategy document 0% 10% 20% 30% 40% Source :Marketing Leadership Roundtable and the Corporate Executive Board :Trends in Social Media and Web 2.0 during February of 2009 © 2009 CONFIDENTIAL & PROPRIETARY 7
  8. 8. What people are saying “We view it as an immature medium, and B2B social media is still nascent with many we're waiting for more clarity before we learnings. You need to experiment. “ make large investments. “ “All ideas are on the table and most ideas are unknown. © 2009 CONFIDENTIAL & PROPRIETARY 8
  9. 9. Evolution of Social Media 2007 2008 2009 Embrace Why? Try © 2009 CONFIDENTIAL & PROPRIETARY 9
  10. 10. 1. How do I Build a Social Media Strategy? © 2009 CONFIDENTIAL & PROPRIETARY 10
  11. 11. You should not build a social media strategy © 2009 CONFIDENTIAL & PROPRIETARY 11
  12. 12. Social media Customer support should support a Marketing Strategy strategy Product Development © 2009 CONFIDENTIAL & PROPRIETARY 12
  13. 13. Social Media Driving Business Results • Marketing o Leads, engagement, conversion • Corporate Communications & PR o Listening, influence, awareness • Customer Support o Time to resolution, issues resolved - cost savings • Human resources o Ramp-Up, Time to productivity, retention • Knowledge management o Productivity, agility, efficiency • Product Development o Adoption and competitiveness © 2009 CONFIDENTIAL & PROPRIETARY 13
  14. 14. And deliver an Integrated User Experience © 2009 CONFIDENTIAL & PROPRIETARY 14
  15. 15. Customer Expectations for the Web Personal Multi-Channel Social Immersive © 2009 CONFIDENTIAL & PROPRIETARY 15
  16. 16. While integrating “persuasive” content with “community” content © 2009 CONFIDENTIAL & PROPRIETARY 16
  17. 17. © 2009 CONFIDENTIAL & PROPRIETARY 17
  18. 18. 2. How do I Build a Community? © 2009 CONFIDENTIAL & PROPRIETARY 18
  19. 19. You can’t create a community. © 2009 CONFIDENTIAL & PROPRIETARY 19
  20. 20. You can foster a community Enhance it, grow it, promote it. © 2009 CONFIDENTIAL & PROPRIETARY 20
  21. 21. Participate in a community Fish where the fish are © 2009 CONFIDENTIAL & PROPRIETARY 21
  22. 22. Communities vs. Tools Personas Professional Personal Gamer Federated identity? Privacy and permissions © 2009 CONFIDENTIAL & PROPRIETARY 22
  23. 23. Beyond Engaging Customers Interactions Supported in Next 12 Social Media will be pervasive in months the modern organization,. 80% 70% A tool to engage 60% 50% 40% • Employees 30% 20% • 10% Partners 0% Employee to Customer to Customer to • Customers Employee Employee Customer Series1 56% 71% 64% Importance of Web 2.0 tools Twitter lags behind other Social Networking social media tools and not one Tags tool stands out. Ratings The data shows that tools are Forums secondary. Blogs 0.0 1.0 2.0 3.0 4.0 5.0 6.0 © 2009 CONFIDENTIAL & PROPRIETARY 23
  24. 24. So what is a community? © 2009 CONFIDENTIAL & PROPRIETARY 24
  25. 25. A community is a group of like-minded individuals that interact with each other about the topics they care about. © 2009 CONFIDENTIAL & PROPRIETARY 25
  26. 26. What should you do? © 2009 CONFIDENTIAL & PROPRIETARY 26
  27. 27. Understand what people are saying © 2009 CONFIDENTIAL & PROPRIETARY 27
  28. 28. Content is King The challenge is to unlock the value of your Content. Search © 2009 CONFIDENTIAL & PROPRIETARY 28
  29. 29. A Rich and Engaging Social Experience  Video  Slides  Photos  Podcasts  Downloads  Management and Delivery • moderation • Bandwidth, storage • metadata, tags © 2009 CONFIDENTIAL & PROPRIETARY 29
  30. 30. 3. How do I succeed in Social Media? © 2009 CONFIDENTIAL & PROPRIETARY 30
  31. 31. It’s about the people © 2009 CONFIDENTIAL & PROPRIETARY 31
  32. 32. “Companies prosper when they tap into a power that everyone of us already has – the ability to reach outside of ourselves and connect with other people” - Dev Patnaik, Wired to Care © 2009 CONFIDENTIAL & PROPRIETARY 32
  33. 33. Social Media is a new way of engaging and interacting customers, partners and employees supported by technology © 2009 CONFIDENTIAL & PROPRIETARY 33
  34. 34. This requires a mind- shift and a new culture • Transparency and Authenticity • Participation, Listening and Acting • Quantity and Quality of information © 2009 CONFIDENTIAL & PROPRIETARY 34
  35. 35. 5 Steps to Success 1. People 2. Strategy 3. Measurement 4. Resourcing 5. Promotion © 2009 CONFIDENTIAL & PROPRIETARY 35
  36. 36. 1. Get People On-Board © 2009 CONFIDENTIAL & PROPRIETARY 36
  37. 37. 2. Develop a Strategy © 2009 CONFIDENTIAL & PROPRIETARY 37
  38. 38. 3. Clear Goals and Metrics © 2009 CONFIDENTIAL & PROPRIETARY 38
  39. 39. 4. Resourcing © 2009 CONFIDENTIAL & PROPRIETARY 39
  40. 40. 5. Promotion © 2009 CONFIDENTIAL & PROPRIETARY 40
  41. 41. Marketing has led social media deployments © 2009 CONFIDENTIAL & PROPRIETARY 41
  42. 42. But now IT is jumping in © 2009 CONFIDENTIAL & PROPRIETARY 42
  43. 43. What's next > Consolidation Mobile video Email Search Ads Social Games Networks Single Platform Websites eCommerce Governance Control © 2009 CONFIDENTIAL & PROPRIETARY 43
  44. 44. Vignette can help You can build all of your social media applications for your intranet, extranet, and www cases with one solution. © 2009 CONFIDENTIAL & PROPRIETARY 44
  45. 45. About Vignette • Founded 1995 • NASDAQ: VIGN • Strong financial position • Web Content Management (WCM) Pioneer • HQ: Austin, Texas • 650+ employees worldwide • Global client base that includes about half of the – North America – India Fortune 100 – LATAM – APAC – EMEA © 2009 CONFIDENTIAL & PROPRIETARY 45
  46. 46. Web Experience Solutions Experience Optimization Rich Media and Video Social Web Content Intranet Media Management © 2009 CONFIDENTIAL & PROPRIETARY 46
  47. 47. A solution both IT and Marketing embrace • A complete solution provided by a single vendor  Wikis, forums, blogs, ideas, events, ratings, comments, etc.  Rich media: best in class end-to-end Video solution, podcasts, slides, photos  Powerful and extensible search to unlock the value of content  Optional Analytics and social search (Content recommendations) • Personalized- dynamic, content-rich experience Flexible presentation technology – Site Templates, customizable video player  Modular – over 100 standards-based portlets (JSR 286)   Opportunity to integrate content from other sources • A solid foundation for leveraging social media company-wide  Mature and stable enterprise software vendor Deployed over Intranet, extranet, internet – on premise or hosted (via partners)   Security, governance, scalability, multi-site management, integration, 24x7 support Proven solutions – half of the Fortune 100 rely o Vignette   Works with your existing systems (i.e. LDAP) © 2009 CONFIDENTIAL & PROPRIETARY 47
  48. 48. Vignette Community Services Key Features Enable visitors to enhance your existing site with user generated content:  Ratings  Reviews  Polls  Tagging  Comments Includes  Moderation and usage analysis  Service Oriented Architecture Business Value • Help build consumer/customer loyalty and increase site traffic by turning web sites into places where end users can contribute and express themselves • Out-of-box integration of User Generated Content with Vignette Portal and Vignette Dynamic Site module can help to reduce deployment costs and accelerate time-to-value © 2009 CONFIDENTIAL & PROPRIETARY 48
  49. 49. Vignette Community Applications Key Features Create a social site to foster a community rich with interaction tools:  Blogs, Wikis and Forums  Ratings, Tags, Comments and Reviews  Podcast, Photos, Slides  Downloads – ringtones, backgrounds, etc.  Idea management  Event management and calendar  Powerful Search Engine  Vignette Video Services  Analytics  Social Search and Recommendations * Video Services, analytics and recommendations are licensed separately A solid foundation to support a social media strategy o Rich presentation management framework o Modular yet integrated © 2009 CONFIDENTIAL & PROPRIETARY 49
  50. 50. Vignette Recommendations 7.1 Social Search with Vignette Recommendations Vignette Recommendations Show most Help users find the most popular content valuable content with dynamic personalization based on he intelligence of like-minded peers • Intent driven and adaptive • Related Content • Most related & useful content • Endorsed by like minded peers •Filters out low value content •Category Most Popula Business Value • Increase engagement • Supports all content types including video Recommendation are rendered on the • Increased reach with Gadgets site or on a standard widget • Automated and powerful © 2009 CONFIDENTIAL & PROPRIETARY 50
  51. 51. Vignette's Differentiated Business Value • Single Vendor for web experience solution • Increase Traffic, Sales, and Customer Retention by providing a personalized dynamic SN content rich experience. Com UGC • Save Money and Transaction Costs through social media consolidation Vignette • Increase Adoption and Lower Management Costs through portal, social, and knowledge management consolidation © 2009 CONFIDENTIAL & PROPRIETARY 51
  52. 52. Vignette delivers the Web’s most dynamic user experiences. The Vignette Web Experience brings rich media and engaging content to life, powering the world’s greatest brands. © 2009 CONFIDENTIAL & PROPRIETARY 52
  53. 53. Questions Visit Us Booth 211 Thank You gdada@vignette.com Twitter: @gerardodada http://techmktg.wordpress.com/ http://www.linkedin.com/in/gdada Dirk Shaw, Social Media Strategist http://www.dirkshaw.blogspot.com/ Twitter: @dirkmshaw © 2009 CONFIDENTIAL & PROPRIETARY 53
  54. 54. © 2009 CONFIDENTIAL & PROPRIETARY 54

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