Low Cost MarketingEasy to get awareness. Viral marketingWe have to Do itGetting our feet wet . Learning by trial and errorGetting TractionDell, Starbucks, Tide, Intuit
What are most effective things to doWhy they would use Web 2.0 and how to measure effectiveness (and metrics may be more subjective than objective, so how do they communicate “success” to their bosses)How to set up the best Web 2.0 approach to fit the company and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
Opening remarks:Like most things new, it comes with opportunities and risksClosingBut how much time should people spend on social media during work?It’s here to stay – for companies of all sizes, and it’s just starting
For 57% of organizations it is important or very important to combine social and enterprise content
For customers, partners, employeesIntranet, extranet and internet
It’s about peopleAcquire the right skillsOr Hire the people who gets itIt’s a Culture Shift – you have to live itGet Executive Buy-InRequires Engagement and passion
Can you create a community?It may already existYou can foster and promoteCreate versus participateStart a Dialog With Your CustomersFind Out Your Customer’s InterestsLeverage Your Existing CommunityFind out who are the influencersMilestones – it will take some timeSocial Media GuidelinesPersonal Brands versus Corporate Brand
Consumer’s expectations for an engaging web experience have evolved over the last 12-18 months and will continue to evolve. It’s not good enough to just have a website. You need to deliver experiences that create an emotional attachment. They need to be much more personal, rich and social. There are 4 key attributes of an engaging web experience:PersonalPersonal = relevanceBuilding an emotional attachmentEnd goal, "I love this site.” People love a site if it gives them what they want; make content easy to find & deliver right content to the right people at the right timeDeliver an experience that people love and makes it easy for them to find the information they’re looking forThere is an explosion of content, it is getting harder to find the right contentMultichannelMultichannel = convenienceMobile society requires content and experiences to be delivered in a convenient mannerDeliver the right content, anytime, anywhere, on any deviceSocialSocial = trustSocial web is all about interacting and connecting with peersSee what other people are saying through user-generated content, ratings, communities, etc. Enrich existing content with UGC contentPower shifting to consumer. From enterprises talking about their content to consumers talking about it (UGC is more trusted)ImmersiveImmersive = interactiveRich media such as flash, use of videos.Web is very interactive today and will become even more dynamic in the future The best, most engaging web experiences combine all 4 of these attributes together to create an emotional attachment.
Web 2.0 is about an explosion of informationContent is only useful when it is relevant and timelyFinding the right content is criticalHow much content about your brand exists online?Make it easy to Find on your siteIntegrate content and searchSyndicate outConsolidate content inContent Strategy90-9-1 listener/contributor/builder
Social Media is AmbiguousWhat is your strategy?What will you measure?How much to invest?Best PracticesHire someone who understands social media.Define a strategy with defined milestones.Measure clicks, influence, buzzFocus on business results
Establish the tools for building and participationWikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.Brand consistency and control vs. participationEstablish the processes for listeningYou must demonstrate you are listeningRoll out plan and guidelinesWho, How, WhenLead by ExampleAuthenticityEnsure you are properly staffedPrepare for growth
It’s about an Integrated Marketing experienceDon’t promote social media as a siloCross links and integration with traditional Mktg.Integrate persuasive and social contentBe active – participateGo where the conversation isHave something interesting to sayWatch it grow, listen, react
Communities exist independent of the tools used to access themPeople Assume Multiple Personas and want to keep them separateFederated Identity as the holy grail – Open IDPrivacy and permissions are key– remember beacon?
Via multiple point solution deploymentsSaaS basedGrowing costs for on-demand - overpayingLosing control – similar to having multiple micro sites
Need security, governanceConsolidationLooking for a platform that serves marketing needs
Tendencias midias sociais
Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 StrategyGerardo A. Dada Sr. Director, Product Marketing<br />
State of Social Media<br /><ul><li>What is Social Media
Survey Results and Insights</li></ul>What Does Web 2.0 Mean for Your Business<br /><ul><li>Understanding What and How</li></ul>Key Strategies for Success<br /><ul><li>Best Practices and Practical Advice</li></ul>Agenda<br />
“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.”<br />Cluetrain Manifesto, 1999<br />
Vignette, the Marketing Leadership Roundtable and the Corporate Executive Board partnered to conduct a survey to understand Trends in Social Media and Web 2.0 during February.<br /><ul><li>Almost 200 responses from companies with a median revenue of $333 million dollars. 50% Enterprise (over 1,000 employees)
The results are very consistent with trends we have observed and with results from similar research from leading analysts and have been validated with other industry experts.</li></ul>About the Study<br />About the Presenter<br />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. He is a frequent speaker at industry events and has written for technical and business publications around the world.<br />
What is Social Media?<br />User Generated Content<br />facebook<br />Web 2.0<br />Communities<br />gadgets<br />Enterprise 2.0<br />wikis<br />ratings<br />Social Networking<br />blogs<br />
There is no doubt social media is important. It has changed our lives. It has changed business forever. And it has changed very quickly. The data shows most companies are just getting their feet wet. <br />Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, most were unsure how<br /><ul><li>Only 14% of organizations have 2 years of experience with social media.
50% have started their social media initiatives in the last two years.
23% have plans of using social media in the future but have not started.
Only 13% have no plans for using social media soon.</li></ul>Social Media is New and Important<br />
Today, the majority of social media activities are being driven by marketing<br /><ul><li>Key drivers are awareness, engagement and lead generation</li></ul>We are only scratching the surface – other proven uses include:<br /><ul><li>Customer support communities can produce significant costs savings
Employee interaction, knowledge management, expertise location, on-boarding, etc.
Engaging internal and external communities for Ideation </li></ul>Many more use cases will surface as people try new things<br />Why use Social Media<br />
Low Cost Marketing<br />We HAVE to Do It<br />Getting Traction<br />Why<br />71% of organizations plan to increase investments in social media in 2009.<br />The average increase in investment is 40%<br />
“B2B social media is still nascent with many learnings. You need to experiment.”<br />“We view it as an immature medium, and we're waiting for more clarity before we make large investments.” <br />“All ideas are on the table and most ideas are unknown.” <br />What People Are Saying<br />
Effectiveness<br />Only 12% would rate their Web 2.0 initiatives as Effective<br />
Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:<br /><ul><li>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</li></ul>Effectiveness Raises Question on Measurement<br />
The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term. <br />Organizational Maturity<br />Almost 40 % of surveyed have no social media process or strategy in place.<br />Only 23% have a strategy document.<br />
Social Media will be pervasive in the modern organization.<br />A tool to engage<br />Employees<br />Partners<br />Customers<br />Beyond Engaging Customers<br />Twitter lags behind other social media tools and not one tool stands out.<br />This is consistent with our belief that tools are secondary.<br />
What Does Web 2.0 Meanfor Your Business?<br />
Social Media is a new way of engaging and interacting with customers, partners and employees<br />It’s about People - Shifting Control to Customers<br />Broadcasting versus Participation<br />From formal announcements (press releases) from organizations to real-time micro-updates (tweets) by individuals<br />A New Business Paradigm<br />
A Mind-Shift and a New Culture<br />Transparency and Authenticity<br />Participation, Listening and Acting<br />Quantity and Quality of Information – Value to Noise Ratios<br />Social media is important and requires investment<br />
Social Media is Not a Strategy<br />Social Media supports a strategy<br /><ul><li>A customer service/customer support strategy
Etc.</li></ul>It is about an Integrated Experience<br />Social marketing will be a required skill<br />For 57% of organizations it is important or very important to combine social and enterprise content<br />
Web 2.0 is about an explosion of information<br /><ul><li>Content is only useful when it is relevant and timely
How much content about your brand exists online?</li></ul>Make it easy to find on your site<br />Integrate content and search<br />Syndicate out<br />Consolidate content in<br />Unlocking the Value of Content<br />73% of surveyed organizations said Search was important or very important<br />
And deliver an Integrated User Experience <br />
Successful Strategies<br />Guidelines and Recommendations<br />
It’s about people<br />Acquire the right skills<br />Or hire the people who get it<br />It’s a culture shift – you have to live it<br />Get executive buy-in<br />Requires engagement and passion<br />1. Get People On Board<br />
“Companies prosper when they tap into a power that every one of us already has – the ability to reach outside of ourselves and connect with other people”<br />- Dev Patnaik, Wired to Care<br />
Create versus participate</li></ul>Start a dialog with your customers<br /><ul><li>Find out your customers’ interests</li></ul>Leverage your existing community<br />Find out who are the influencers<br />Plan for the long term<br /><ul><li>Milestones – it will take some time</li></ul>Social media guidelines<br />2. Develop a Strategy<br />
Customer Expectations for the Web<br />Immersive<br />Personal <br />Social<br />Multi-Channel<br />
Content is King<br />The challenge is to unlock <br />the value of your content.<br />Search<br />
How much to invest?</li></ul>Best Practices<br />Hire someone who understands social media.<br />Establish a strategy with defined milestones.<br />Measure clicks, influence, buzz.<br />Focus on business results.<br />
Marketing<br /><ul><li>Leads, engagement, conversion</li></ul>Corporate Communications & Public Relations<br /><ul><li>Listening, influence, awareness</li></ul>Customer Support<br /><ul><li>Time to resolution, issues resolved - cost savings</li></ul>Human Resources<br /><ul><li>Ramp-up, time to productivity, retention</li></ul>Knowledge Management<br /><ul><li>Productivity, agility, efficiency</li></ul>Product Development<br /><ul><li>Adoption and competitiveness</li></ul>Social Media Driving Business Results<br />
Establish the tools for building and participation<br /><ul><li>Wikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.
Brand consistency and control vs. participation
A platform, not tools</li></ul>Establish the processes for listening<br /><ul><li>You must demonstrate you are listening</li></ul>Roll out plan and guidelines<br /><ul><li>Who, How, When</li></ul>Lead by example<br /><ul><li>Authenticity</li></ul>Ensure you are properly staffed<br /><ul><li>Prepare for growth</li></ul>4. Resourcing<br />
It’s about an integrated marketing experience<br />Don’t promote social media as a silo<br />Cross links and integration with traditional marketing<br />Integrate persuasive and social content<br />Be active – participate<br />Go where the conversation is<br />Have something interesting to say<br />Watch it grow, listen, react<br />5. Promotion<br />
Communities vs. Tools<br />Personas<br />Professional<br />Personal<br />Gamer<br />Federated identity? Privacy and permissions<br />
Marketing has led social media<br />deployments <br />ç<br />
But now IT is jumping in<br /><ul><li>ç</li></li></ul><li>What's next ?Consolidation<br />
You can build all of your social media applications for your intranet, extranet, and www cases with one solution. <br />Vignette can help<br />
A complete solution provided by a single vendor<br /><ul><li>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)</li></ul>Personalized, dynamic, content-rich experience<br /><ul><li>Flexible presentation technology – site templates, customizable video player
Modular – over 100 standards-based portlets (JSR 286)
Opportunity to integrate content from other sources </li></ul>A solid foundation for leveraging social media company-wide <br /><ul><li>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 on Vignette
Works with your existing systems (i.e. LDAP)</li></ul>A solution both IT and Marketing embrace<br />
Vignette Recommendations 7.1<br />Show most popular content<br />Recommendation are rendered on the site or on a standard widget <br />Social Search with Vignette Recommendations<br />
Web Experience Solutions<br /> Experience Optimization<br /> Rich Media and Video<br /> Social Media<br /> Intranet<br /> Web Content Management<br />
Questions<br />Visit www.vignette.com/smroadmap for a free white paper on social media strategies and a copy of this presentation. <br />Thank You<br />email@example.com Twitter: @gerardodada<br />http://techmktg.wordpress.com/http://www.linkedin.com/in/gdada<br />Dirk Shaw, Social Media Strategist<br />http://www.dirkshaw.blogspot.com/Twitter: @dirkmshaw<br />
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