1
Social Media Overview
for
Business New Brunswick
October, 2008

2
Agenda
Define social media
Review OASIS framework
Develop some scenarios

3
Definition
A social trend where people turn to each other to
get things done, and not to a central institution.

4
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5

6

7
OASIS
A sound methodology for deigning, launching and
managing social media projects.

8
OASIS
Objectives
Audience
Strategy
Implementation
Sustainment

9
Objectives
Research and development
Marketing and sales
Support and service

10
Objectives
“The goal is for you, the customer, to tell Dell what new products or
services you’d like to see“

11
Audience
Who are you connecting to?
What role will they play?
Online behaviour is not real life
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

12
Audience
NA Watch Join Organize
Criticize Create
10%
25%
16%
5 basic behaviours
6%
13%
30%
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

13
Audience
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

14
Audience
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

15
Audience
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

16
Strategy
How will you engage your audience?
How will they engage each other?
How will this meet your goals?

17
Strategy

18
Implementation
Technologies
Technologies abound
Link them to your
objective Platforms Implementation

19
Implementation
(Image source: Robert Scoble & Darren Barefoot)

20
Sustainment
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if it goes right?

21
Key Points
Start with objectives
Know your audience
Measure, and monitor
Get leadership on-side
Look before you leap!

22
Thank you