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Success led to development of public release, called Podcasting Kit for Sharepoint (PKS)
Sits on Sharepoint server platform
Download for FREE at: www.codeplex.com/pks
3,107 3,000 # of Profiles on Academy Mobile 1,034 1,000 Total # of Unique Podcast Publishers 2,344 1,800 Total # of Podcasts on Academy Mobile 10,203 8,000 Total # of Unique Individuals Downloading Podcasts 95,900 60, 000 Total # of Podcast Downloads YTD # Target # Reach & Awareness
4 Step Process for Getting Started P O S T People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use
Ladder of Participation Creators Critics Collectors Joiners Spectators Inactives Publish a blog/Podcast Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
Forrester, Pew/Internet American Life Project, Universal Mccann (Wave 3), eMarketer, etc.
Determine Your Objectives Help customers work with each other to come up with ideas to improve products/services Embrace Support customers and enable them to support each other Support Make it possible for customers to help you and each other Energize Participate in 2-way conversations Engage Monitor your customers’ conversations Listen Description Objective
Calculating ROI: GM Fastlane Blog Source: http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html $283,000 TOTAL COST (year one) $20,000 Review and redirection $150,000 Content production (incl. Exec time) $3,000 IT Support $50,000 Brand-monitoring service $25,000 Blogging platform Ongoing Costs (annual) $10,000 Training for blogging executive $25, 000 Planning and Development Costs Startup Costs
Calculating ROI: GM Fastlane Blog Source: http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html +$110,000 $393,000 TOTAL BENEFITS (year one) $40,000 Research Value: Customer insights - est. comments equivalent to 5 focus groups @ $8K each $69,000 Support Value: Support calls avoided - est. 50 daily calls @ $5.50 each $37,000 WOM Value: Refering posts on other blogs - est. 370 posts @ $100 each $240,000 PR Value; Press stories about/driven by blog - est. 24 stories @ $10K each $25, 000 Advertising Value (Visibility/traffic) - est. 7,500 daily page views @ $2.50 CPM Value Benefit Analysis (annual)
Listen, learn, experiment, participate and educate, educate, educate…
Start small (internal), but think outside the bun
Put someone important in charge
Setup an SOP and escalation policy
Determine what is considered success
Social Media is a full time job… And more
Generate enthusiasm and encourage participation
Marc Monseau Editor, JNJBTW.com OCT 2nd, 2008 And so what we have ended up doing in many cases is take some small steps to get more comfortable with getting involved. We are also making sure we have processes in place to handle adverse event reports and that we have responsible people involved who can respond quickly to questions. At the same time, [ these projects ] are giving us some great experience.
~ Thank You ~ Shwen Gwee Founder & Host Med 2.0 Blog and Podcast Health Informatics and New Media Lead Vertex Pharmaceuticals EMAIL: firstname.lastname@example.org TWITTER: @shwen BLOG: www.Med20.com PODCAST: www.Med20radio.com COMMUNITY: www.SocialPharmer.com Some Rights Reserved (2008) Shwen Gwee - http://creativecommons.org/licenses/by-sa/3.0/us -