Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy

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

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

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

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

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

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

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

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

“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

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

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

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

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

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

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

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

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

Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy

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