Search

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

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    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….

    1 Favorite

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

    1. Emerging Technologies:
      A Roadmap for Success with Social Media & Community for Business (Session #10)
      Sun Learning eXchangeValue Proposition
      Gary Lombardo
      Marketing & Social Media Strategy, SLX
      Twitter: @garylombardo
      Email: garylombardo@gmail.com
      Gary Lombardo
      February, 2009
      1
      Sun Confidential: Internal Only
      1
    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. …but first, what are social media and community?
      Social Media
      Community
    4. Three quarters of US online adults now use social technologies
    5. Generational Usage Will Shape How We Work
      Percent of each generation in each Social Technographics category
      Base: US online consumers
      Source: Forrester, NACTAS Q2 2007 North American Social Technographics online survey
      NACTAS Q4 2006 Youth online survey
    6. Social Business = Transformed Business
    7. So, what should you do?
    8. Embrace it
    9. How to Embrace Social Media in Your Business
      Roadmap to Success
      Build a Strategy
      Map Strategy to Social Media Applications & Technology
      Develop Community Management Plan
      Measure & Optimize
    10. Big Mistake!
      “Build it and they will come”
    11. 1. Build a Strategy
      Goals/Type of Community
      Ownership/Roles
      Policies/Procedures
      Attracting Followers/Membership
    12. Know Thy Goals!
      Employee Community
      Brand Building
      Event Management
      Learning Community
      Market Research
      Partner Community
      Customer Support
      Community of Practice
      Product Innovation
    13. Dell’s IdeaStorm
    14. Cohn-Wolfe
    15. 2. Map Strategy to Social Media Apps & Technology
      Widgets
      Blogs
      Virtual Worlds
      Wikis
      Polls
      Calendar
      Search
      Video
      Chat
      Discussion Forums
      Audio
      Mobile
      Photos
      Social Bookmarking
      Livecasting
      Gaming
      Social Networks
      RSS
      Tagging
      Idea Mgmt
      Q&A
      Recognition & Rewards
      Ratings & Reviews
      Microblogging
      Productivity apps
    16. Mapping Social Apps to Community Type
    17. 17
      Picking a Vendor
      Sun Confidential: Internal Only
    18. Emerging Social Media Technologies to Watch
      Microblogging
      Social Networks
      Online Video
    19. Microblogging
      Combination of blogging & text messaging
    20. Iran Election
    21. Southwest
    22. Comcast
    23. Microblogging- Uses Internally
      Sales Support
      Event Planning
      Project Status
      News/Updates
      Linking Decentralized Teams
      Coordination
      Problem Solving
      Mentoring
      Purely Social
    24. Three Things You Can Do Today With Microblogging
      Set up your own Twitter account & start tweeting
      Set up private microblogging network
      - private Twitter
      - Yammer or other site
      Incorporate microblogging as part of your organization’s larger social media & community strategy
    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. Facebook
    27. LinkedIn
    28. Cafe Mom
    29. Booz Allen Hamilton
    30. Three Things You Can Do Today With Social Networks
      Get on (and be active) Facebook & LinkedIn
      Join an existing social networking site focused on a personal or professional interest
      Incorporate social networks/profiles as part of your organization’s larger social media & community strategy
    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. Online Video- Different Types
      Enterprise
      Video Sharing
      Social Sites
    33. Blendtec
    34. Sun Learning eXchange (SLX)
    35. Three Things You Can Do Today With Online Video
      Subscribe to video channels on your favorite topics, artists or brands
      Start your own channel (and be active)
      - on YouTube (or another consumer site)
      - on SLX
      Incorporate online video as part of your organization’s social media & community strategy
    36. 3. Develop a Community Management Plan
      Role of Community Manager
      Content Programming &
      Engagement
      Moderation
    37. 37
      The Role of the Community Manager
      Enforce
      Mediate
      Personalize
      Lead
      Evolve
      Respond
      Engage
      Empower
    38. Content Programming & Engagement
      Content drives conversation, which is the real king!
      Subject Matter
      Expert
      Blog Posts
      Seeded Discussion
      Publish/Syndicate
      Community
      Video
      Your Company
      eBooks & whitepapers
      Podcasts
      Webinars
      User-Generated
      Face-to-face breakfast meetup
      38
    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. 4. Measure It
      4. Measure & Optimize
    41. 41
      Metrics Will Vary
      Community
      Social Media
      SEO
    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
      ….but do get more granular
    44. 44
      Analytics Vendors
    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

    + Sun Microsystems- Social Learning eXchangeSun Microsystems- Social Learning eXchange, 1 month ago

    custom

    438 views, 1 favs, 2 embeds more stats

    Session #10 entitled "Emerging Technologies: A Road more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 438
      • 431 on SlideShare
      • 7 from embeds
    • Comments 0
    • Favorites 1
    • Downloads 23
    Most viewed embeds
    • 4 views on http://nextmarketing.wordpress.com
    • 3 views on http://garylombardo.wordpress.com

    more

    All embeds
    • 4 views on http://nextmarketing.wordpress.com
    • 3 views on http://garylombardo.wordpress.com

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    more
    -->
    Search
    RSS Feed
    What's new?

    © 2009 SlideShare Inc. All Rights Reserved