Building Social brand - A Xoriant Executive Overview
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Building Social brand - A Xoriant Executive Overview

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Presentation by Olivier Taupin ...

Presentation by Olivier Taupin
- Owner of several large LinkedIn Groups, including Linked:HR, largest LinkedIn Group worldwide. Groups on LinkedIn
- Vice President, Social Media Marketing, Xoriant

Subject; Executive overview on how Xoriant grows and manages large groups on LinkedIn.

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Building Social brand - A Xoriant Executive Overview Building Social brand - A Xoriant Executive Overview Presentation Transcript

  • Building Social Brands
    Executive Overview
    8/16/10
    1
    By Olivier Taupin, Vice-President, Social Media Marketing
  • Old World vs. New World
    Social Media creates a more effective mode of corporate communication by using the power of social communities
    Build on the New World Advertising Trends
    $2.4B advertising dollars spent in 2009 on Social Networks1
    $3.49B forecast for 20132: 10% average growth per year
    Understand Who Consumers Trust:
    Consumers trust friends and real people, rather than TV ads and Web banners
    8/16/10
    For more information: otaupin@xoriant.com
    2
  • The Powerof Community Management
    Knowledge Acquisition
    Members express their needs
    Discussions underline market trends
    Experts willing to share their knowledge for free
    Direct access to community Members
    Targeted market segments
    Captive audience when demonstrating expertise
    Build fans and champions for demonstrated expertise
    Drive traffic
    Web Resources (whitepapers, eTraining, blogs, etc.)
    Events (location-based and online)
    8/16/10
    For more information: otaupin@xoriant.com
    3
  • Community Management Strategies
    The RIGHT process to build communities includes:
    Understanding the needs of targeted communities
    Personalized and targeted invitations
    Trained Staff (community evangelists & moderators)
    Energizing Members’ participation
    Generating high-quality content
    Web portal and mobile application software
    Quantity AND Quality
    Generating quality participation by combining expertise and diversity
    8/16/10
    For more information: otaupin@xoriant.com
    4
  • A Step-By-Step Process
    8/16/10
    For more information: otaupin@xoriant.com
    5
    Define market segment & corporate objectives
    Energize Members, identify leaders among Members, and generate/disseminate content
    Define Group’s objectives and Members acquisition plan
    Discussion
    Discussion
    Discussion
    MarketSegment
    ENERGIZE
    Market Survey
    Resources
    FocusGroup
    CONVERT
    RECRUIT
    ENGAGE
    Members
    Event
    Blog
    Clients
    Drive members to Sponsor-generated content pages
    Send personalized invitations to targeted profiles
    Enforce Group Rules 24/7 and promote best content
    ProprietaryCommunity
    Group
  • We Are Pioneers In Social Media
    We blend social media technologies and marketing techniques
    We focus on Social Media to build brands globally
    We build strong communities by enabling community networking
    We create a positive environment around brands by:
    Encouraging community discussions
    Encouraging the sharing of information
    Providing education
    We offer high-ROI branding solutions through social networking
    We develop viral campaigns to recommend brands & create fans!
    8/16/10
    6
    For more information: otaupin@@xoriant.com
  • Community Expertise
    Appreciatively 100 LinkedIn Groups and Subgroups managed, including:
    Linked:HR: largest LinkedIn Group worldwide and largest online HR community (300,000 Members reached in August 2010)
    Software Engineering Productivity:Will soon be the largest software engineering group on LinkedIn
    Linked:Energy: Largest energy industry group on LinkedIn
    Linked:Seattle: Second largest local group on LinkedIn worldwide
    Linked:Golfers: Largest Golf Group on LinkedIn
    Star:Jobs: A network of 25 Subgroups with 50,000+ job seekers
    Personally developed 20+ Groups/Subgroups for corporations, including:
    Re-Invent IT (Atos Origin): #1 IT LinkedIn Group in France
    Oil & Gas e-Transaction Forum (Amalto): #1 EDI community worldwide
    Linked:HR Free Learning Network (Bluedrop): Largest eTraining community on the CoursePark platform
    8/16/10
    For more information: otaupin@xoriant.com
    7
  • Why Corporations Need Us
    Size matters!
    Anyone can start a community but only the largest communities in their category can be found by potential Members
    #1 on LinkedIn for its combined communities, Xoriant is the only firm able to jumpstart new communities through its own communities
    Xoriant proprietary processes and technologies cause community membership to go viral
    Many Social networking tasks are highly specialized and labor intensive:
    While they are many self-proclaimed Social Media experts, true expertise, with results to back it up, is still a very rare commodity
    Companies cannot afford multiple Social Media employees, each with a unique expertise
    Xoriant manages labor-intensive operations in India
    8/16/10
    For more information: otaupin@xoriant.com
    8
  • Group:BuilderSuccess Stories
    8/16/10
    For more information: otaupin@xoriant.com
    9
  • Success Story:Marketing Campaign
    8/16/10
    For more information: otaupin@xoriant.com
    10
    “Due to the overwhelming interest from the LinkedHR launch CoursePark may seem to be
    running slower than normal. We are currently upgrading our servers […]”
  • About Xoriant
    Headquarted in Sunnyvale, California, with offices in Washington State, New Jersey, France, and India.
    500 employees worldwide, in four divisions:
    Software Engineering
    Software Product Consulting
    Onsite Engineering Services
    Social Media Marketing & Technology
    Focusing on Quality of Services
    Agile Methodology
    Customer-Driven
    8/16/10
    For more information: otaupin@xoriant.com
    11
  • Thank You!
    8/16/10
    For More Information:Olivier Taupin, Vice-President, Social Media MarketingLocation: Seattle Metro Area (US Pacific Time)
    Email: otaupin@xoriant.com | Skype: otaupinTelephone: +1-360-615-4790 | Cell: +1-949-637-1803
    12