Gain Community and Global Visibility: A Five Step Process

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  • Community and Global Visibility: A Case Study in Marketing to the SharePoint EcosystemMark Miller, @EUSP,NothingButSharePoint | EndUserSharePointDeborah Rosen, COO, SonatypePhoto by Michael Noel
  • About the Presenter“I help companies create strategic plans to gain global visibility for their products and services through the use of social media tools , online community building and relationship development.” – Mark Miller, @EUSPMark Miller, Senior Storyteller, is recognized internationally for weaving engaging tales to simplify the explanation of complex, technological solutions. He is a serial community builder, participating in the creation of global online communities such as NothingButSharePoint, EndUserSharePoint and NothingButBranding. Mark travels internationally from his home in New York City, speaking on the building of community, methods for using social media to engage an online audience, the uses of SharePoint for enterprise level collaboration, and the future of productivity. His most recent excursion with the “Sharing the Point” team found him in Africa, stopping in Johannesburg, Cape Town, Nairobi , Dar es Salaam, Zanzibar and the summit of Mt. Kilimanjaro.
  • NothingButSharePoint: https://www.nothingbutsharepoint.com/Pages/default.aspxEndUserSharePoint: https://www.nothingbutsharepoint.com/sites/eusp/Pages/default.aspx
  • I have spoken throughout the world at major SharePoint conferences as well as to small, local enthusiast groups.
  • Debbie
  • Debbie and Mark
  • Debbie and Mark
  • Ira the Invoicehttp://www.youtube.com/watch?v=RCIK7RsYBKs
  • Debbie: Influencers
  • Debbie: Microsoft
  • Debbie: Microsoft
  • Debbie: Microsoft
  • Ira the Invoice
  • These stories are emotional…they are about a hero’s journey…about a mission that is personal…and motivational and bigger than the product that they representGreat brands are personal, they evoke emotion….they tell a bigger story than the product they represent. They have the power to touch and change us - Disney, Nike, Apple, Starbucks, GoogleThe principles that build and maintain strong brands still hold true, but sometimes we forget that people are really at the center of it all. Resonant symbols, cultural images, emotional attractors, behavior definers … a brand is a living business asset: a concept, a feeling, a differentiating promise that grows, evolves, and will never die as long as a brand is kept alive in the minds of people. In order to succeed, brand owners must become more sensitive to the needs and desires of informed and discerning customers who demand high degrees of engagement — and consistency. And increasingly, the capacity of brands to deepen existing relationships and develop new ones relies on their ability to leverage new technology.
  • What is our story? what is our hero’s journey?
  • is our story reallyabout being the better scanner company? about securing a s/w supply chain?
  • or can we do something bigger???? do we can go about day to day doing our grunt work or will we show up and really do something….
  • do I optimize for go-to-market  profitability and time to market?or do I batton down the hatches?It’s a really hard problem b/c the bad guys just have to be bad/right once but the good guys have to be right every time. First of all, it is always good to think about security. We do not live in a world where we can afford the luxury of not doing so.
  • Scale is too big…monumental…unapproachableCost is so large…to the business, to the economy…that there is really no true choice.…and that is why the problem is so pervasive…it’s easy to make the wrong choice…
  • change the equationneed innovations that integrate quickerlower the security tax
  • "broadcasting" the bad stuff…like the national weather service, we are giving people pre-warning of the bad so they can act accordingly. is there a way to talk about that that is really compelling?  national broadcast system for bad components?  like an early warning system."filtering" it out from circulation…like the Brita, we are taking the bad chemicals out of the water…and then we are"active radar" for all the new bad stuff that comesImprove the quality and trust of OSS components to reduce the risk for everyoneBroadcast awareness of riskImplement good component practicePut developers on the front line of defense
  • we can actually effect the size of the problem by broadcasting the warnings to everyone filtering out the bad stuff…make it accessible.put ALL the developers on the front line…reduce the security tax."broadcasting" the bad stuff…like the national weather service, we are giving people pre-warning of the bad so they can act accordingly. is there a way to talk about that that is really compelling?  national broadcast system for bad components?  like an early warning system."filtering" it out from circulation…like the Brita, we are taking the bad chemicals out of the water…and then we are"active radar" for all the new bad stuff that comes
  • so instead of cheerleadng and sending you on your way, I want to talk about something different. Something bigger.  Something important.Responsibility.We've all been given an incredible opportunity to be a part of something big.  Something industry changing. Something inspirational.   That's great.But it's not for free.  Here's what we expect of you…(and then riff on how we want them to express the brand, how we want them to act with customers, how we want them to act with their colleagues, how we want them to see themselves as company builders, not sales people…Make the company itself the ultimate product—be a clock builder, not a time tellerImagine that you met a remarkable person who could look at the sun or the stars and, amazingly, state the exact time and date. Wouldn’t it be even more amazing still if, instead of telling the time, that person built a clock that could tell the time forever, even after he or she were dead and gone?Having a great idea or being a charismatic visionary leader is “time telling;” building a company that can prosper far beyond the tenure of any single leader and through multiple product life cycles is “clock building.” Those who build visionary companies tend to be clock builders. Their primary accomplishment is not the implementation of a great idea, the expression of a charismatic personality, or the accumulation of wealth. It is the company itself and what it stands for.
  • great companies are willed in to existence
  • "broadcasting" the bad stuff…like the national weather service, we are giving people pre-warning of the bad so they can act accordingly. is there a way to talk about that that is really compelling?  national broadcast system for bad components?  like an early warning system."filtering" it out from circulation…like the Brita, we are taking the bad chemicals out of the water…and then we are"active radar" for all the new bad stuff that comesImprove the quality and trust of OSS components to reduce the risk for everyoneBroadcast awareness of riskImplement good component practicePut developers on the front line of defense
  • http://www.youtube.com/user/Global360PersonaBPM
  • Derek WeeksMany speaking engagementsRefreshed every yearConstant participation and growth
  • Here the sad, true story of Ira the Invoice
  • Ira the Invoicehttp://www.youtube.com/watch?v=RCIK7RsYBKs
  • Debbie: Influencers
  • Debbie: Microsoft
  • Debbie: Microsoft
  • Debbie: Microsoft
  • Community and Global Visibility: A Case Study in Marketing to the SharePoint EcosystemMark Miller, @EUSP,NothingButSharePoint | EndUserSharePointDeborah Rosen, COO, SonatypePhoto by Michael Noel
  • Gain Community and Global Visibility: A Five Step Process

    1. 1. Community and Global VisibilityMark Miller, Senior Storyteller, @EUSPDeborah Rosen, COO, Sonatype
    2. 2. Mark Miller, @euspSenior Storyteller
    3. 3. NothingButSharePoint
    4. 4. International Montreal Ottawa Toronto Birmingham, UK London Nottingham, UK Dubai Sydney Canberra, AU Wellington, NZ Philippines Beijing Shanghai Switzerland France Uruguay Argentian Chile Antarctica United States VirginiaMy SharePoint Destinations Michigan Florida Denver New York City San Francisco Los Angeles Washington DC Baltimore Philidelphia Boston
    5. 5. Deborah RosenCOO, SonatypeSVP Global 360
    6. 6. AgendaA case study in marketing to the globalSharePoint Community
    7. 7. Section OneThe “Five” Step Process1 2 3 4 5
    8. 8. Section TwoCommunity Engagement Project
    9. 9. Our purposeRaise awareness, buildtrust, develop relationships, inorder to… sell
    10. 10. The theory:Trust based selling.
    11. 11. Why do YOU want to build acommunity?
    12. 12. A Brief HistoryGlobal 360, EndUserSharePoint
    13. 13. The Company
    14. 14. The Problem: Visibility/Credibility
    15. 15. The Solution
    16. 16. The Outcome
    17. 17. The OutcomeJuly 2011$260,000,000 OpenText acquires Global 360
    18. 18. 1 2 3 4 5The Five Step ProcessHow We Did It
    19. 19. Create your “story” 1
    20. 20. Find your market influencers 2
    21. 21. Align with the “Big Dog” 3
    22. 22. Drive activity around your story 4
    23. 23. Make everyone a marketer 5 After
    24. 24. And now…the rest of the story
    25. 25. 1Create Your StoryWhat are you REALLY about
    26. 26. In everygreatcompany…
    27. 27. there is agreat story
    28. 28. So what is yours?
    29. 29. Is it about changing a market?
    30. 30. Or changingthe world?
    31. 31. Thekey is to identify
    32. 32. AChoice
    33. 33. Rallying Cry $emotional
    34. 34. Your Mission: A The Change Choice Unite
    35. 35. change the equation get everyone for involved
    36. 36. The Rules:Everyonecan have a getinvolved…voice…It can’t be abouttechnology
    37. 37. sharebe fairsay “we”be positivecommunicatetake ownershipact with integrity
    38. 38. add value
    39. 39. “If you own this story… you get to write the ending.” ― Brené Brown
    40. 40. 2Find Your Market‟sInfluencersInfluencer50 Project
    41. 41. The Influencer Metamorphosis The Influencer landscape has changed considerably over the past decade, Key influencers are no longer an easily targeted single group.
    42. 42. Who are the Influencers?
    43. 43. What is Influencer50?
    44. 44. Segment the Influencers
    45. 45. Influencer Campaign 1 Learn who the influencers are. Don’t guess. 2 Create an Influencer Plan. Corporate Wide. 3 Embrace individuals. Engage their passions. 4 Track and monitor regularly. Re-audit in 12 months.
    46. 46. Incremental Rollout
    47. 47. OutcomeAnnounced project on EndUserSharePoint.comReceived global visibility through external blogposts, articles and mentions on other sitesGlobal 360 received exponential increase in numberof hits to site
    48. 48. You have a story.You have an audience.Now what?
    49. 49. 3Align with a “Big Dog”
    50. 50. LocalRelationshipsCity by City
    51. 51. NationalRelationshipTreat like a major client
    52. 52. 4Drive Awareness andActivityCreate value for everyone
    53. 53. Drive Awareness: External Sites
    54. 54. Drive Awareness: Digital Destinations
    55. 55. Drive Awareness: Videos
    56. 56. Drive Activity: Trade Shows
    57. 57. Drive Activity: Web Casts
    58. 58. Drive Activity: eBooks
    59. 59. Drive Activity: Survey
    60. 60. Drive Activity: Response to Survey
    61. 61. 5Make everyone a marketerEngage the entire company
    62. 62. Everyone is a Marketer Maintenance Order FulfillmentAccounting IOS
    63. 63. Email SignatureBest Regards,Mark Miller, Social Media and Community StrategistPS: Have you hear the sad, true story of „Ira the Invoice‟?Recent Speaking Engagements -- Dubai, United Emirates -- Africa - Johannesburg|Cape Town|Nairobi -- South America - Argentina| Uruguay |Chile -- Antarctica (Yes, Antarctica!) -- Canada – Montreal | Toronto -- UK – London | Birmingham | Nottingham -- USA - San Francisco| Boston | New York | Washington DC | Denver -- Southeast Asia - Beijing | Hong Kong |Singapore | Ho Chi Minh City | Manila -- Sydney, Australia | Wellington, New Zealand
    64. 64. Personal Note“Thank you for saving a life today.” -- Personal note on bill to hospital
    65. 65. Summary
    66. 66. The “Five” Step Process1 2 3 4 5
    67. 67. Create your “story” 1
    68. 68. Find your market influencers 2
    69. 69. Align with the “Big Dog” 3
    70. 70. Drive activity around your story 4
    71. 71. Make everyone a marketer 5 After
    72. 72. Now, it‟s your turn.
    73. 73. Community and Global VisibilityMark Miller, Senior Storyteller, @EUSPDeborah Rosen, COO, Sonatype

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