A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09


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Session #10 entitled "Emerging Technologies: A Roadmap for Success with Social Media and Community in Business" at InfoTrends Office Document Strategy (ODS) Conference on September 30, 2009 in Boston, MA delivered by Gary Lombardo, who handles marketing and social media for the Social Learning eXchange.

The provides a roadmap for individuals working within business organizations to define a social media strategy. It also covers the most important emerging technologies that are and will transform how we work: microblogging, online video and social networks.

For questions, please contact garylombardo at gmail.com and visit www.slx.com

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  • In fact, we’re seeing the transformative impact of social technologies on businesses today: They’re helping organizations become more transparent and give open access to business operations– thus building better product, providing better support, and building stronger brand and customer intimacy. It’s changing how we think about business and how we conduct business. Businesses who fail to embrace a ‘social strategy’ will quickly become irrelevant.
  • As with any good plan, you need to have a strategy. There are many things you’re going to want to think about as part of your strategy, but some of the things you’re going to want to consider are: What are your goals? What type of community will work best for your organization? This is perhaps most important. You need to make sure your social strategy aligns with your corporate strategy and goals. Without this alignment, you will fail.What are the roles that you need to have? You need to have clearly defined owners and roles to drive the strategy forward. At minimum you will need a ‘social strategist’– someone who can shepard the strategy along internally and provide expertise, and a ‘community manager’ who will be the face of the community and social efforts. One of the most important thing these folks will do is continually lobby for support and show ROI to internal leadership for the social strategy, which is a huge reason why community efforts fail.What are the policies and procedures you need to have in place?- Social technologies can have quite a disruptive effect within organizations– both good and bad, and it’s important that you have policies and procedures in place so all those who participate understand what is allowed and what is not.How do you go about attracting followers and build membership? It’s not as easy as just pushing it out there and hoping for the best. You really need to think about who your target audience is, how you will attract them to your effort and retain them. Thinking about this ahead of time and having a clear plan you can execute upon will go long way to determine success.Define how your community aligns with your corporate strategy & goalsTypes of communities Key considerations in mapping out strategy
  • ….The most important part of the strategy is knowing what your goals are. Perhaps you want to market your product, or conduct better product innovation, or provide better customer support, or a combination thereof. That will determine the type of community you should build. When you think about community, think about it in two main types (that clearly overlap):External- these are focused on engaging those outside of the immediate business– prospects and consumers. They seek to do things like market research, customer support, innovate on product, etc.. Typically these type of communities are part of a customer’s website, but does not need to be.Internal- these are focused on engaging those within the business– employees, partners, and often time customers. They seek to do things like training & learning, knowledge sharing/collaboration, partner collaboration. Typically these type of communities are behind a company’s firewall, but do not need to be.
  • ….an example of an external community is Dell’s IdeaStorm. For those aren’t familiar, Dell wanted to engage consumers for feedback on their products and set up a site that allowed anyone to submit ideas to Dell. All members of the community could then vote & comment on the ideas. The most popular ideas rose to the top, while the less popular went to the bottom. Dell product managers and senior leadership would then take the ideas and utilize them as part of their product strategy. This type of ‘crowdsourcing’ led Dell to….
  • …an example of an internal community is what Cohn-Wolfe, a m
  • Once you’ve got your strategy mapped out, you need to map it to specific social media applications & technology. The type of apps you use of course will depend upon the type of community you decide upon. There are a whole slew of applications and technologies out there– I’ve listed a few on this slide. As you can see, there are no limits to what you could implement. Additional items that will drive your app selection beyond the community type will be the technographics of your members (what technologies they are likely to use), capabilities of the vendor(s) you select (which is a whole separate exercise) and resources you have in house (for implementing & managing).
  • The most famous examples of the social networks out there are FB and LinkedIn (MySpace to a much lesser degree), which have seen phenomenal growth in the past 2-3 years (in fact, in 2009, Facebook has really taken off).Facebook is used by many people mainly for social, personal use, although it’s increasingly used for business use to promote brands and customer relationships.
  • Let’s take a look at a couple of different examples of how online video is used by business….Blendtec….this is perhaps one of the more well-known examples of “viral” online video for marketing a product. The company Blendtec who makes consumer (and commercial) grade blenders quadrupled their business when they started creating entertaining videos showing their blenders successfully blending up a whole variety of objects (and not food ones only)– four by fours, coffee beans and credit cards, Coke and chicken, sporting equipment, and an Apple iPhone. These videos received millions of videos and downloads and helped propel Blendtec’s revenues but also presence in a crowded market place. The magic of their videos was that it conveyed the main qualities of their product (super-strong blenders that can handle andything) while entertaining.
  • Another example is SLX….
  • A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09

    1. 1. Sun Learning eXchange Value Proposition Gary Lombardo February, 2009 1Sun Confidential: Internal Only 1 Emerging Technologies: A Roadmap for Success with Social Media & Community for Business (Session #10) Gary Lombardo Marketing & Social Media Strategy, SLX Twitter: @garylombardo Email: garylombardo@gmail.com
    2. 2. What You Will Walk Away With Today •A roadmap for successfully building community in your organization •Top emerging social technologies to watch & how to get started with them
    3. 3. Social Media Community …but first, what are social media and community?
    4. 4. Three quarters of US online adults now use social technologies
    5. 5. Generational Usage Will Shape How We Work Base: US online consumers Source: Forrester, NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey Youth (12-17) Youth (18-21) Gen Y (18-26) Gen X (27-40) Younger Boomers (41-50) Older Boomer (51-61) Seniors (62+) Creators 34% 37% 38% 24% 12% 8% 5% Critic 24% 37% 41% 30% 22% 15% 13% Collectors 11% 16% 22% 15% 9% 6% 4% Joiners 51% 70% 59% 33% 15% 8% 4% Spectators 49% 59% 63% 55% 46% 39% 30% Inactives 34% 17% 25% 27% 48% 55% 66% Percent of each generation in each Social Technographics category
    6. 6. Social Business = Transformed Business
    7. 7. So, what should you do?
    8. 8. Embrace it
    9. 9. How to Embrace Social Media in Your Business 1. Build a Strategy 2. Map Strategy to Social Media Applications & Technology 3. Develop Community Management Plan 4. Measure & Optimize Roadmap to Success
    10. 10. Big Mistake! “Build it and they will come”
    11. 11. 1. Build a Strategy Goals/Type of Community Ownership/Roles Policies/Procedures Attracting Followers/Membership
    12. 12. Know Thy Goals! External Internal Brand Building Event Management Market Research Product Innovation Employee Community Customer Support Learning Community Partner Community Community of Practice
    13. 13. Dell’s IdeaStorm
    14. 14. Cohn-Wolfe
    15. 15. 2. Map Strategy to Social Media Apps & Technology Wikis Discussion Forums Social Networks Microblogging Virtual Worlds Video Audio Photos Livecasting Ratings & Reviews Productivity apps Gaming Mobile Social Bookmarking RSS Calendar Chat Polls Tagging Recognition & Rewards Q&A Blogs Search Widgets Idea Mgmt
    16. 16. Mapping Social Apps to Community Type Application Community #1 Community #2 Community #3 Community #4 Blogs • • • • Discussion Board o • • o Media (Video, Podcast, Docs)- UGC • • • • Wiki • • • ™™o Polls ™™o • • ™™o Ratings & Reviews o o o o Live chat o • • o Social networking (profiles) ™™o • • ™™o Idea management o • • o Q & A Tool o • • o Calendar o • • o
    17. 17. 17Sun Confidential: Internal Only Picking a Vendor
    18. 18. Emerging Social Media Technologies to Watch 1. Microblogging 2. Social Networks 3. Online Video
    19. 19. Microblogging • Combination of blogging & text messaging
    20. 20. Iran Election
    21. 21. Southwest
    22. 22. Comcast
    23. 23. Microblogging- Uses Internally Sales Support Event Planning Project Status News/Updates Coordination Linking Decentralized Teams Problem Solving Mentoring Purely Social
    24. 24. Three Things You Can Do Today With Microblogging 1. Set up your own Twitter account & start tweeting 2. Set up private microblogging network - private Twitter - Yammer or other site 3. Incorporate microblogging as part of your organization’s larger social media & community strategy
    25. 25. Social Networks A social network is the component of an online community focused around an individual’s profile, providing a way to interact socially, professionally to locate expertise & knowledge.
    26. 26. Facebook
    27. 27. LinkedIn
    28. 28. Cafe Mom
    29. 29. Booz Allen Hamilton
    30. 30. Three Things You Can Do Today With Social Networks 1. Get on (and be active) Facebook & LinkedIn 2. Join an existing social networking site focused on a personal or professional interest 3. Incorporate social networks/profiles as part of your organization’s larger social media & community strategy
    31. 31. Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience.
    32. 32. Online Video- Different Types Internet TV Consumer Video Sharing Social Sites Enterprise Video Sharing
    33. 33. Blendtec
    34. 34. Sun Learning eXchange (SLX)
    35. 35. Three Things You Can Do Today With Online Video 1. Subscribe to video channels on your favorite topics, artists or brands 2. Start your own channel (and be active) - on YouTube (or another consumer site) - on SLX 3. Incorporate online video as part of your organization’s social media & community strategy
    36. 36. 3. Develop a Community Management Plan Role of Community Manager Moderation Content Programming & Engagement
    37. 37. 37 Enforce Lead Respond Engage Mediate Personalize Evolve Empower The Role of the Community Manager
    38. 38. 38 Subject Matter Expert Blog Posts Seeded Discussion Video Podcasts Webinars Community Your Company Publish/Syndicate eBooks & whitepapers User- Generated Content drives conversation, which is the real king! Face-to-face breakfast meetup Content Programming & Engagement
    39. 39. Moderation •Do you want to moderate or not? • What type of moderation? –Pre-moderation –Post-moderation •Who will moderate? –Internal/external –Same or different as community manager
    40. 40. 4. Measure It 4. Measure & Optimize
    41. 41. 41 Community Social Media SEO Metrics Will Vary
    42. 42. Keep it Simple & Realistic Examples….. •Something learned from customers not previously known • The online community led to employees and customers interacting with one another • New experienced was gained with two way communication & communicating with audiences • Connections were made with partners and customers not previously reached for product feedback/innovation
    43. 43. 43 What to Measure Sample Metrics Activity Pageviews, # of unique visitors, returning visitors, pages per visit, RSS subscriptions, Referring sites, Search engine placement, Blog mentions, Twitter (# of followers, grade), Members, Posts (ideas/threads), tags/ratings/ranks, frequency (comments, posts, etc.), ratios (posts to comments, etc.); sentiment analysis ROI- Marketing # of leads, # of qualified leads, ratio of leads/qualified leads, cost of lead, time to lead, lead conversion, average new revenue per customer ROI- Product Development # of new product ideas, % of ideas coming from community, idea to development, revenue/adoption rate of new products from community ….but do get more granular
    44. 44. 44 Analytics Vendors
    45. 45. Thank You! www.slx.com Demo: www.slx.com/demo Blog: www.slx.com/video-community-blog Gary Lombardo Marketing & Social Media Strategy, SLX Twitter: @garylombardo Email: garylombardo@gmail.com