Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking
 

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Yellow Pages Group is a leading media and marketing solutions company in Canada with its roots in the declining print industry. By facilitating better communication between its 1,100 consultants, YPG ...

Yellow Pages Group is a leading media and marketing solutions company in Canada with its roots in the declining print industry. By facilitating better communication between its 1,100 consultants, YPG has made huge strides in transforming itself into a digital powerhouse.

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  • Provide a quick overview of Yellow Pages GroupExplain the differencebetween US Yellow Pages and Canadian Yellow Pages
  • Provide a quick overview of our online reach
  • “Traffic & Distribution Channels”
  • “Strong National Footprint”
  • Introduce the notion of Digital Transformation atYellow PagesExplainthatit has started about 4 yearsago
  • Explain that,as part of the Digital Transformation, there is the « Visible Part », i.e., what can be seen by anyone outside the organization.
  • Talk about the fact that there is also the “Not So Visible” Part of the Digital Transformation , i.e., the various impacts that digital transformation has inside the various part of the organization.Marketing: from a stable market to a fast evolving competition landscape, that require rapid introduction of new productsSales: from a cyclical 6 months sales process with a simple product portfolio to a continuous but unpredictable sales process with a complex and diversified product portfolioFulfillment: from a batch low-touch process to a complex highly interactive approach.CustomerService: from a single channel (phone) to a multi-channel approach.Information Technology: from a traditional MIS waterfall to an agile IT organization, in order to support and sometimes lead initiatives from the rest of the organization.Explainthat in order to succesfullyexecute on theseorganizational transformations, the organization culture itselfhad to change.
  • Explain the importance of Cultural Transformation in the organizationoverall transformation.Explainthat one of the objective of the new Intranet is to foster changes in how people interact and performtheirday-to-daytasks, as an enabler to the major transformation initiatives of the orgasniization.Reference: The Huffington Post | Oct 10, 2009 Jon Younger
  • Explain the objectives around the new Intranet.It is still the same overall goal as First-Generation Intranet, i.e., a centralized place to find information about the organization.But it has certain characteristics that makes it more
  • Explainthatsomecharacteristics of the new Intranetactually sent a strong message about « YPG isnowtruly a digital and social media enteprise »

Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking Presentation Transcript

  • 1. Presented By: Unleashing the Full Potential of Social Networking André Boisvert Chief Architect Yellow Pages Group © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 2. Yellow Pages Group At a Glance  Yellow Pages Group is a leading media and marketing solutions company in Canada.  We serve approximately 300,000 local businesses through our nationwide sales force of media consultants.  YPG also caters to the country’s largest national agencies and advertisers through Mediative, its national digital advertising and marketing solutions division. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 2
  • 3. 8.7 million Unduplicated unique visitors to our network of websites 5.9 million 31% Internet users reached in Canada each month Downloads of our mobile apps © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 3
  • 4. Traffic & Distribution Channels To name a few… © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 4
  • 5. Sales force of media 1,100 consultants and sales support staff in Canada © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 5
  • 6. Digital Transformation © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 6
  • 7. Digital Transformation The Visible Part - Before Purpose & Mission We Exist to Champion the Neighborhood Economy. We Connect Consumers and Businesses. Product Portfolio • Printed Directories © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 7
  • 8. Digital Transformation The Visible Part - After Purpose & Mission We Exist to Champion the New Neighborhood Economy. We Connect Consumers and Businesses Whenever & Wherever. Product Portfolio • Printed Directories • YPG Web & Mobile Properties • Third-Party Web & Mobile Properties • Social Platforms © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 8
  • 9. Digital Transformation The Not So Visible Part Customer Service Marketing Fulfillment Sales Information Technology © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 10. About Cultural Transformation “Take care of the big things “Take care of the littlethings and the little things will take care of themselves.” the big things will take care of themselves.” © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 10
  • 11. Next-Generation Intranet Centralized Place to Find Information about the Organization with a Specific Focus on… Collaboration Employee Generated Content Social Interactions Knowledge Sharing Learning © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 11
  • 12. Architecture Overview Enterprise Social Platform Web Content Management Document Storage Self-Service Learning Global Navigation and Announcement Bar Global Search Single Sign-On © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 13. Key Elements © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 13
  • 14. Key Elements Global Navigation & Announcement © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 14
  • 15. Key Elements Document Storage & Sharing © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 15
  • 16. Key Elements Traditional Intranet Pages © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 16
  • 17. Key Elements Self-Service Learning © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 17
  • 18. Key Elements Global Search Messages Pages Documents Subjects People © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 18
  • 19. The Little Things about the Intranet Works on any browser Works with any device Works from anywhere at anytime Anyone can contribute © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 19
  • 20. Transforming The Way We Work Marketing with Sales Objective: The Creation of a Sales Collateral 1. Marketing asks Sales if having a specific new collateral would be useful 2. Sales provides feedback (via a poll) 3. Marketing broadcasts the new collateral 4. Sales provides feedback about the new document © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 21. Transforming The Way We Work Product Management with IT Objective: Support Agile Development 1. Find Experts / Subject-Matter Experts Within The Organization 2. Publish Wireframes / Screenshots For Early Feedback (via a poll?) 3. Keep Everyone Updated On Project Progress and Roadblocks © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 22. Change Management & Adoption The Pillars of the Adoption Strategy • Strong Executive Support • Early Adopters • Tight Planning of Key Use Cases Usage Policies • Self-Policing Approach • Focus on Expected Behavior • Encouraging Appropriate Casual Use • No Major Incidents © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 22
  • 23. Best Practices and Lessons Learned • Identify Strong Use Cases To Get Things Moving • Find your « Natural » Early Adopters And Get Them On Board • Balance Top-Down, Bottom-Up and Middle-Out Adoption Strategies • Do Not Be Afraid To Try… • … And Be Ready to Adapt • Take An Open And Trusting Approach To Governance © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 24. The Future Continued Focus on Adoption Implement New Entry Points • RSS Feeds • Outlook Mailbox • Within Business Applications Integrate Others Collaborative Applications • Wikis • Enterprise Project Management © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
  • 25. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 25