Social Media Workshop AFSM Switzerland

<Insert Picture Here> 24. November 2011 Social Media Workshop Peter H. Reiser Principal Architect, OracleThursday, November 24, 11

Oracle Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.Thursday, November 24, 11

Agenda 15:00 - 15:15 Paradigm shifts 15:15 - 15:30 How to build vibrant communities 15:30 - 16:00 Social media strategy 16:00 - 16:30 Social media use cases - good and bads 16:30 - 17:00 Team exercise: Live social media use case Thursday, November 24, 11

Enterprise 2.0 / Web 2.0 ??????File systems, Databases, Websites, BI, Applications, ExchangeThursday, November 24, 11

Web 2.0 Paradigm Shifts Web 1.0 Web 2.0Thursday, November 24, 11

Web 2.0 Paradigm Shifts Web centric Pull and push Downloads & hits Read-only Web 1.0 Web 2.0Thursday, November 24, 11

Web 2.0 Paradigm Shifts Web centric People centric Pull and push Downloads & hits Read-only Web 1.0 Web 2.0Thursday, November 24, 11

Web 2.0 Paradigm Shifts Web centric People centric Pull and push Mash-up Downloads & hits Read-only Web 1.0 Web 2.0Thursday, November 24, 11

Web 2.0 Paradigm Shifts Web centric People centric Pull and push Mash-up Downloads & Social Value hits Read-only Web 1.0 Web 2.0Thursday, November 24, 11

Web 2.0 Paradigm Shifts Web centric People centric Pull and push Mash-up Downloads & Social Value hits Read-only Read/Write Web 1.0 Web 2.0Thursday, November 24, 11

Cultural Paradigm Shifts Old World New WorldThursday, November 24, 11

Cultural Paradigm Shifts Know-How Knowledge is Power Communication Old World New WorldThursday, November 24, 11

Cultural Paradigm Shifts Know-How Know Who knows how Knowledge is Power Communication Old World New WorldThursday, November 24, 11

Cultural Paradigm Shifts Know-How Know Who knows how Knowledge is Sharing is Power Power Communication Old World New WorldThursday, November 24, 11

Cultural Paradigm Shifts Know-How Know Who knows how Knowledge is Sharing is Power Power Communication Communities Old World New WorldThursday, November 24, 11

Web 2.0 Its about people and communities and social valueThursday, November 24, 11

What is Enterprise 2. 0 ? How to build vibrant communities Web 2.0 Social Media Internal External Employees Customer Partners SuppliersThursday, November 24, 11

How to build vibrant communities Community 1 Community 2 Community n Any internal or external community Value System “What’s In It For Me “ Methodology Adoption Architecture Architecture Scalable Enterprise ArchitectureThursday, November 24, 11

Architecture Community 1 Community 2 Community n Value System Methodology ArchitectureThursday, November 24, 11

Technical Architecture Widgets My Contri- My MyShare MyTags My Skills MySocial MyEquity butions Community Web Services Community Services Community Feed Wiki Attachment Tagging Syndication Blog Equity Member- Rating Social Search ship Ontology Bookmark Comment Graph Security & Entitlement Services (IdM)Thursday, November 24, 11

Architecture Community 1 Community 2 Community n Value System Methodology ArchitectureThursday, November 24, 11

Architecture Community 1 Community 2 Community n If you Value Systemit, will build they come? Methodology ArchitectureThursday, November 24, 11

Methodology Community 1 Community 2 Community n Value System Methodology ArchitectureThursday, November 24, 11

Community Methodology MMFI – Make Me Feel Included What is the common cause ? Do you listen to me? Do you understand me? MMFV – Make Me Feel Valued Can I trust you? Do you trust me? Do you value me? How ? WIIFM – What Is In it For Me Can you provide what I need any time, anywhere on any device?Thursday, November 24, 11

Understand Your Community Audience (Social Media Hierarchy) Creators  Creators are online consumers who publish content (web pages, videos, articles) regularly  Critics react to other content online, posting ratings, reviews, Critics comments  Collectors collect and aggregate information (e.g., by saving Collectors bookmarks, tagging articles) of creators and critics Joiners  Joiners participate in or maintain profiles on social networks like Facebook or MySpace Spectators  Spectators consume what the rest produce   Inactives don’t participate at all Inactives Source: Forrester ResearchThursday, November 24, 11

Value System Community 1 Community 2 Community n Value System Methodology ArchitectureThursday, November 24, 11

Source: TomuniversalThursday, November 24, 11

Social Value System • Social reputation • Who can I trust? • What is my value? • What’s In It For Me?Thursday, November 24, 11

Measuring Social CapitalThursday, November 24, 11

Community EquityThursday, November 24, 11

Community Equity Contribution Documents Wiki Blogs PatentsThursday, November 24, 11

Community Equity Contribution Participation Documents Rate Wiki Comment Blogs Re-use Patents TagsThursday, November 24, 11

Community Equity Contribution Participation Documents Rate Wiki Comment Blogs Re-use Patents Tags Skill Education Skills ReputationThursday, November 24, 11

Community Equity Contribution Participation Documents Rate Wiki Comment Blogs Re-use Patents Tags Skill Role Education Skills Business Reputation CommunitiesThursday, November 24, 11

Community Equity Contribution Participation Documents Rate Wiki Comment Blogs Re-use Patents Personal Tags Skill Personal Role Equity Education Skills Business Reputation CommunitiesThursday, November 24, 11

Information Equity Content Activities CommunityThursday, November 24, 11

Information Equity Content Activities Community create modify download view rate comment tagThursday, November 24, 11

Personal Equity My Community Equity Activities Me CommunityThursday, November 24, 11

Personal Equity My Community Equity Activities Me Contribution create modify tag CommunityThursday, November 24, 11

Personal Equity My Community Equity Activities Me Contribution create modify tag Community Participation view rate comment reuseThursday, November 24, 11

Better Enterprise SearchThursday, November 24, 11

Better Enterprise Search Better search resultsThursday, November 24, 11

Better Enterprise Search Better search results Personalized RecommendationsThursday, November 24, 11

Better Enterprise Search Expertise Discovery Better search results Personalized RecommendationsThursday, November 24, 11

User Profile (WIIFM) Social Ranking Recognition (Incentive) Expertise and Skills discoveryThursday, November 24, 11

External Communities Social Media StrategyThursday, November 24, 11

Social Media Strategy Listen Monitor ongoing customer conversations (dialogues) with each other to obtain insights for marketing and product development Talk Participate in, and stimulate dialogues between customers Energize Empower your company advocates /enthusiasts through social media to influence the buying decisions of others (be trustworthy) Innovate Use the customer to drive innovation , improve products and servicesThursday, November 24, 11

Examples and Use CasesThursday, November 24, 11

Trends – Declarative Living  Profile Services , e.g., Facebook, MySpace, LinkedIn, Xing ....Thursday, November 24, 11

Trends – Ambient Awareness Microblogging, 140 characters, real time Twitter is a base service – innovation happens around itThursday, November 24, 11

Trends – User-Generated Content  Increasing number of services (blog,wiki,forum etc.) enable users to share their opinions, rate products, services, etc.Thursday, November 24, 11

Trends – Social Recommendations  Use of social networks and other social media as the basis for buying decisionsThursday, November 24, 11

Trend - Social Analytics  Discover Trends, Sentiments - basis for personalized recommendationsThursday, November 24, 11

Examples & Case StudiesThursday, November 24, 11

Case Study Problem  Knowledge sharing and collaboration for Global Customer Engineering  100s of different websites and knowledge repositories  People do not re-use knowledge (not invented here) Social Media Strategy  Consolidate main web venues into a single social enabled community framework  Incent people for active participation and contribution Approach  Create SunSpace – an enterprise-wide social community platform  MyProfile (Facebook like component)  Standardized Community features (Wiki, Blog, Forum, Collaboration)  Integrated search  Community Equity to evaluate value flow between people, communities, content Results  25 000 users (target was 12 000), 10x growth in usage within 6 month  Consolidated five internal web venues and repositoriesThursday, November 24, 11

Case Study Problem  Wanted to sell more Lego sets to adults Social Media Strategy  Energise existing community of Lego enthusiasts (Adult Fans of Lego) Approach  Create Lego Ambassadors program to build relationships with most enthusiastic AFOLs and learn what’s going on in the highly connected AFOL world  AFOLs compete for one of 25 ambassador positions, and are paid in Lego blocks  Provide Lego ambassadors with information on new/upcoming products and allow them to spread the information through their own personal networks Results  Each ambassador in touch with and promotes the product to on average 100 other AFOLs, believe significantly more effective than traditional advertising  Ambassadors listen to other AFOLs, develop consensus, and share their desires with Lego, often included in product design discussionsThursday, November 24, 11

Case Study Problem  How to keep the Mini relevant in the face of growing competition  Knew Mini owners loved their cars, but not why or how they could take advantage of it Social Media Strategy  Listen to Mini owners (higher than average number of creators, critics) Approach  Select an online brand monitoring service to monitor the buzz on its brand (e.g., through blogs, discussion groups/forums, social networks like MySpace) Results  Enabled Mini to measure the effects of its own marketing efforts  Revealed how Mini owners felt – like members of an exclusive club – Mini owners  Led Mini to market to Mini owners rather than prospective Mini buyers – coded ads that only Mini owners could read, Mini car rallies  Determined that when online promoter scores went up, so did sales the next monthThursday, November 24, 11

Case Study Problem  Buying luggage is usually much more hands-on than buying for example books, putting e-tailer eBags at a disadvantage compared to retail luggage stores Social Media Strategy  Energise luggage critics to influence spectators Approach  Implement a ratings and review system for luggage on eBags.com Results  Rating and review system converted more lookers to buyers on eBags  According to Forrester statistics  76% of customers use online reviews to help make purchases  96% of sites with ratings/reviews consider them highly effective  Visitors to Petco’s pet supplies site who browsed by highest rated products were 49% more likely to buyThursday, November 24, 11

Case Study Problem  How to use dog lovers to better design, package and sell pet products Social Media Strategy  Engage dog lovers in the innovation process Approach  Created a private community called “I love my dog/dogs are people too” Results  Pet lovers were happy to describe in detail what they were looking for  dog treats that looked like people food  enhanced with vitamins and minerals  Del Monte launched a new line of dog treats based on this feedback and “Snausages” are selling wellThursday, November 24, 11

Case Study: My Dell Hell Dells reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildﬁre across the blogosphere, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner. . Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-failsThursday, November 24, 11

Case Study: My Dell Hell Dells reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries. Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner. .Lesson: A single image can be powerful. Use social media to stomp out fires before they turn into wildfires Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-failsThursday, November 24, 11

Case Study: BP Fail BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it ﬁnds its Facebook pages clogged with outraged environmentalists. As if BP didnt already piss off environmentalists. Best of all, a group of protestors created this fake, yet super hilarious, Twitter account. . Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-failsThursday, November 24, 11

Case Study: BP Fail BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it ﬁnds its Facebook pages clogged with outraged environmentalists. As if BP didnt already piss off environmentalists. Best of all, a group of protestors created this fake, yet super hilarious, Twitter account. . Lesson: If youve already got a shoddy reputation, youve got to work three times as hard to ﬁx the mistake. Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-failsThursday, November 24, 11

Case Study: United Breaks GuitarUnited breaks David Carrolls guitar and makes little effort to compensate him. So David doeswhats natural to him: he makes a music video. Later, a Times newspaper reports that four days after the videos release, United Airlines stockprice dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit andhas over 11m views. Customer service fail. http://youtu.be/5YGc4zOqozo Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-failsThursday, November 24, 11

Case Study: United Breaks GuitarUnited breaks David Carrolls guitar and makes little effort to compensate him. So David doeswhats natural to him: he makes a music video. Later, a Times newspaper reports that four days after the videos release, United Airlines stockprice dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit andhas over 11m views. Customer service fail. Lesson: Respond to customer complaints, quickly. http://youtu.be/5YGc4zOqozo Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-failsThursday, November 24, 11

Live Case Study .. Werner Faymann östereichischer Bundeskanzler http://www.facebook.com/bundeskanzlerfaymannThursday, November 24, 11

18. November 2011 http://www.salaminews.at/chronik/facebook-meldet-mitgliederrekord-faymann-als-zugpferd-in-europa/Thursday, November 24, 11

http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/Thursday, November 24, 11

Reaction’s http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/Thursday, November 24, 11

Source:http://www.oe24.at/oesterreich/politik/Faymann-Hacker-greifen-den-Kanzler-anThursday, November 24, 11

Discussion What did they do wrong ? How would you react ?Thursday, November 24, 11

Revised - Social Media StrategyThursday, November 24, 11

Revised - Social Media Strategy ✓ Rule #1: ListenThursday, November 24, 11

Revised - Social Media Strategy ✓ Rule #1: Listen ✓ Rule #2: EngageThursday, November 24, 11

Revised - Social Media Strategy ✓ Rule #1: Listen ✓ Rule #2: Engage ✓ Rule #3: Be RealThursday, November 24, 11

Revised - Social Media Strategy ✓ Rule #1: Listen ✓ Rule #2: Engage ✓ Rule #3: Be Real ✓ Rule #4: Be RespectfulThursday, November 24, 11

Revised - Social Media Strategy ✓ Rule #1: Listen ✓ Rule #2: Engage ✓ Rule #3: Be Real ✓ Rule #4: Be Respectful ✓ Rule #5: Have FunThursday, November 24, 11

Thanks ! Email: peter.reiser@oracle.com Blog: http://blogs.oracle.com/peterreiser Twitter: http://twitter.com/peterreiser Slideshare: http://slideshare.net/peterreiserThursday, November 24, 11

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Social Media Workshop AFSM Switzerland

by Peter Reiser

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