Social Media Trends and Best Practices


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In February 2009, Vignette conducted a survey of 200 marketing executives on the subject of Social Media. The organizations surveyed know they need to utilize Social Media on their Web sites, but most are unsure how to implement a strategy.

This presentation by Gerardo Dada, senior director of product marketing for Vignette, explores a summary of trends captured in the survey as well as a step-by-step guide to implementing a successful Social Media strategy in your organization. The presentation also includes discussion on the state of Social Media today, what Web 2.0 means for your business and key strategies for successfully implementing Social Media in your organization.

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  • Low Cost MarketingEasy to get awareness. Viral marketingWe have to Do itGetting our feet wet . Learning by trial and errorGetting TractionDell, Starbucks, Tide, Intuit
  • What are most effective things to doWhy they would use Web 2.0 and how to measure effectiveness (and metrics may be more subjective than objective, so how do they communicate “success” to their bosses)How to set up the best Web 2.0 approach to fit the company and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  • and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  • Opening remarks:Like most things new, it comes with opportunities and risksClosingBut how much time should people spend on social media during work?It’s here to stay – for companies of all sizes, and it’s just starting
  • For 57% of organizations it is important or very important to combine social and enterprise content
  • For customers, partners, employeesIntranet, extranet and internet
  • It’s about peopleAcquire the right skillsOr Hire the people who gets itIt’s a Culture Shift – you have to live itGet Executive Buy-InRequires Engagement and passion
  • Can you create a community?It may already existYou can foster and promoteCreate versus participateStart a Dialog With Your CustomersFind Out Your Customer’s InterestsLeverage Your Existing CommunityFind out who are the influencersMilestones – it will take some timeSocial Media GuidelinesPersonal Brands versus Corporate Brand
  • Consumer’s expectations for an engaging web experience have evolved over the last 12-18 months and will continue to evolve. It’s not good enough to just have a website. You need to deliver experiences that create an emotional attachment. They need to be much more personal, rich and social. There are 4 key attributes of an engaging web experience:PersonalPersonal = relevanceBuilding an emotional attachmentEnd goal, \"I love this site.” People love a site if it gives them what they want; make content easy to find & deliver right content to the right people at the right timeDeliver an experience that people love and makes it easy for them to find the information they’re looking forThere is an explosion of content, it is getting harder to find the right contentMultichannelMultichannel = convenienceMobile society requires content and experiences to be delivered in a convenient mannerDeliver the right content, anytime, anywhere, on any deviceSocialSocial = trustSocial web is all about interacting and connecting with peersSee what other people are saying through user-generated content, ratings, communities, etc. Enrich existing content with UGC contentPower shifting to consumer. From enterprises talking about their content to consumers talking about it (UGC is more trusted)ImmersiveImmersive = interactiveRich media such as flash, use of videos.Web is very interactive today and will become even more dynamic in the future  The best, most engaging web experiences combine all 4 of these attributes together to create an emotional attachment.
  • Web 2.0 is about an explosion of informationContent is only useful when it is relevant and timelyFinding the right content is criticalHow much content about your brand exists online?Make it easy to Find on your siteIntegrate content and searchSyndicate outConsolidate content inContent Strategy90-9-1 listener/contributor/builder
  • Social Media is AmbiguousWhat is your strategy?What will you measure?How much to invest?Best PracticesHire someone who understands social media.Define a strategy with defined milestones.Measure clicks, influence, buzzFocus on business results
  • Establish the tools for building and participationWikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.Brand consistency and control vs. participationEstablish the processes for listeningYou must demonstrate you are listeningRoll out plan and guidelinesWho, How, WhenLead by ExampleAuthenticityEnsure you are properly staffedPrepare for growth
  • It’s about an Integrated Marketing experienceDon’t promote social media as a siloCross links and integration with traditional Mktg.Integrate persuasive and social contentBe active – participateGo where the conversation isHave something interesting to sayWatch it grow, listen, react
  • Communities exist independent of the tools used to access themPeople Assume Multiple Personas and want to keep them separateFederated Identity as the holy grail – Open IDPrivacy and permissions are key– remember beacon?
  • Via multiple point solution deploymentsSaaS basedGrowing costs for on-demand - overpayingLosing control – similar to having multiple micro sites
  • Need security, governanceConsolidationLooking for a platform that serves marketing needs
  • Social Media Trends and Best Practices

    1. 1. Social Media Trends and Best Practices A Roadmap to Build a Successful Web 2.0 Strategy Gerardo A. Dada Sr. Director, Product Marketing © 2009 CONFIDENTIAL & PROPRIETARY 1
    2. 2. Agenda 1. State of Social Media  What is Social Media  Survey Results and Insights 2. What Does Web 2.0 Mean for Your Business  Understanding What and How 3. Key Strategies for Success  Best Practices and Practical Advice © 2009 CONFIDENTIAL & PROPRIETARY 2
    3. 3. Cluetrain Manifesto, 1999 “Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking…the human voice is unmistakably genuine... Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.” © 2009 CONFIDENTIAL & PROPRIETARY 3
    4. 4. About the Study Vignette, the Marketing Leadership Roundtable and the Corporate Executive Board partnered to conduct a survey to understand Trends in Social Media and Web 2.0 during February. • Almost 200 responses from companies with a median revenue of $333 million dollars. 50% Enterprise (over 1,000 employees) • The results are very consistent with trends we have observed and with results from similar research from leading analysts and have been validated with other industry experts. About the Presenter Gerardo A Dada is Senior Director of Product Marketing for Vignette. He has more than a decade of driving high-tech marketing with a focus on the Web and social media experiences. Prior to joining Vignette, he served at Microsoft as director for worldwide developer audience marketing and community. His responsibilities included managing the developer experience and loyalty and the Broad Customer Connection initiative. He led the company’s community strategy across online and offline channels including blogs, forums, wikis, user groups, influencers and content syndication. Prior to Microsoft Gerardo helped global organizations like Motorola, Sony Ericsson, Orange and Vodafone build their developer and partner community strategy. He is a frequent speaker at industry events and has written for technical and business publications around the world. © 2009 CONFIDENTIAL & PROPRIETARY 4
    5. 5. What is Social Media? facebook User Generated Content Web 2.0 gadgets Communities wikis Enterprise 2.0 blogs ratings Social Networking © 2009 CONFIDENTIAL & PROPRIETARY 5
    6. 6. Social Media is New and Important There is no doubt social media is important. It has changed our lives. It has changed business forever. And it has changed very quickly. The data shows most companies are just getting their feet wet. Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, most were unsure how • Only 14% of organizations Importance of Web 2.0 Relative to Other Initiatives have 2 years of experience with social media. Completely The Most Irrelevant Important Thing 1% Less Important • 50% have started their We Do 8% 7% Somewhat Less social media initiatives in the Important 15% last two years. More Important 23% • 23% have plans of using social media in the future Somewhat More Important Equally as but have not started. 14% Important 32% • Only 13% have no plans for using social media soon. © 2009 CONFIDENTIAL & PROPRIETARY 6
    7. 7. Why use Social Media Today, the majority of social media activities are being driven by marketing  Key drivers are awareness, engagement and lead generation We are only scratching the surface – other proven uses include:  Customer support communities can produce significant costs savings  Employee interaction, knowledge management, expertise location, on-boarding, etc.  Engaging internal and external communities for Ideation Many more use cases will surface as people try new things Key driver for Social Media Who leads the Web 2.0 efforts efforts? 80% Customer Other - 70% relations HR, PR 60% Axis Title 6% 11% 50% Consultant IT 40% or Outside 12% 30% agencies 20% 10% 2% 0% Other - Communit KM, recruit Marketing, Marcom Customer y ment, rese Marketing Product and Support 69% Relations Involveme arch, sales Marketing Branding nt enablemen t Series1 67% 75% 56% 35% 38% 14% © 2009 CONFIDENTIAL & PROPRIETARY 7
    8. 8. • Low Cost Marketing Why • We HAVE to Do It • Getting Traction © 2009 CONFIDENTIAL & PROPRIETARY 8
    9. 9. What People Are Saying “B2B social media is still nascent with “We view it as an immature medium, and many learnings. You need to we're waiting for more clarity before we experiment.” make large investments.” “All ideas are on the table and most ideas are unknown.” © 2009 CONFIDENTIAL & PROPRIETARY 9
    10. 10. Evolution of Social Media 2007 2008 2009 Why? Try Embrace © 2009 CONFIDENTIAL & PROPRIETARY 10
    11. 11. Effectiveness Effectiveness of Web 2.0 Initiatives Ineffective 6% Effective 12% Somewhat Ineffective 20% Somewhat Neither Effective Effective nor Ineffective 42% 20% © 2009 CONFIDENTIAL & PROPRIETARY 11
    12. 12. Effectiveness Raises Question on Measurement Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:  What are most effective things to do  Why they would use Web 2.0 and how to measure effectiveness  How to set up the best Web 2.0 approach to fit the company © 2009 CONFIDENTIAL & PROPRIETARY 12
    13. 13. Organizational Maturity Social Media Elements in Place None Almost 40 % of surveyed Metrics tied to ROI have no social media Dashboard process or strategy in Dedicated Team Reputation place. Moderation Only 23% have a strategy Guidelines approved by Legal Strategy document document. 0% 5% 10% 15% 20% 25% 30% 35% 40% The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term. © 2009 CONFIDENTIAL & PROPRIETARY 13
    14. 14. Beyond Engaging Customers Interactions Supported in Next 12 Social Media will be pervasive in months the modern organization. 80% 70% A tool to engage 60% 50% 40% • Employees 30% 20% • Partners 10% 0% Employee to Customer to Customer to • Customers Employee Employee Customer Series1 56% 71% 64% Importance of Web 2.0 tools Twitter Twitter lags behind other Social Networking Video social media tools and not one Tags Recommendations tool stands out. Ratings Ideas Forums This is consistent with our Wikis belief that tools are secondary. Blogs 0.0 1.0 2.0 3.0 4.0 5.0 6.0 © 2009 CONFIDENTIAL & PROPRIETARY 14
    15. 15. What Does Web 2.0 Mean for Your Business? © 2009 CONFIDENTIAL & PROPRIETARY 15
    16. 16. A New Business Paradigm Social Media is a new way of engaging and interacting with customers, partners and employees • It’s about People - Shifting Control to Customers • Broadcasting versus Participation • From formal announcements (press releases) from organizations to real- time micro-updates (tweets) by individuals © 2009 CONFIDENTIAL & PROPRIETARY 16
    17. 17. A Mind-Shift and a New Culture • Transparency and Authenticity • Participation, Listening and Acting • Quantity and Quality of Information – Value to Noise Ratios • Social media is important and requires investment © 2009 CONFIDENTIAL & PROPRIETARY 17
    18. 18. Social Media is Not a Strategy • Social Media supports a strategy o A customer service/customer support strategy o A marketing strategy o A product development strategy o Etc. • It is about an Integrated Experience • Social marketing will be a required skill © 2009 CONFIDENTIAL & PROPRIETARY 18
    19. 19. Unlocking the Value of Content Web 2.0 is about an explosion of information  Content is only useful when it is relevant and timely  Finding the right content is critical  How much content about your brand exists online? • Make it easy to find on your site • Integrate content and search • Syndicate out • Consolidate content in © 2009 CONFIDENTIAL & PROPRIETARY 19
    20. 20. And deliver an Integrated User Experience © 2009 CONFIDENTIAL & PROPRIETARY 20
    21. 21. Successful Strategies Guidelines and Recommendations © 2009 CONFIDENTIAL & PROPRIETARY 21
    22. 22. 5 Steps to Success 1. People 2. Strategy 3. Measurement 4. Resourcing 5. Promotion © 2009 CONFIDENTIAL & PROPRIETARY 22
    23. 23. 1. Get People On Board © 2009 CONFIDENTIAL & PROPRIETARY 23
    24. 24. 1. Get People On Board It’s about people • Acquire the right skills • Or hire the people who get it • It’s a culture shift – you have to live it • Get executive buy-in • Requires engagement and passion © 2009 CONFIDENTIAL & PROPRIETARY 24
    25. 25. “Companies prosper when they tap into a power that every one of us already has – the ability to reach outside of ourselves and connect with other people” - Dev Patnaik, Wired to Care © 2009 CONFIDENTIAL & PROPRIETARY 25
    26. 26. 2. Develop a Strategy © 2009 CONFIDENTIAL & PROPRIETARY 26
    27. 27. 2. Develop a Strategy Can you create a community?  It may already exist  You can foster and promote  Create versus participate • Start a dialog with your customers  Find out your customers’ interests • Leverage your existing community • Find out who are the influencers • Plan for the long term  Milestones – it will take some time • Social media guidelines © 2009 CONFIDENTIAL & PROPRIETARY 27
    28. 28. Customer Expectations for the Web Personal Multi-Channel Social Immersive © 2009 CONFIDENTIAL & PROPRIETARY 28
    29. 29. Content is King The challenge is to unlock the value of your content. Search © 2009 CONFIDENTIAL & PROPRIETARY 29
    30. 30. 3. Clear Goals and Metrics © 2009 CONFIDENTIAL & PROPRIETARY 30
    31. 31. 3. Clear Goals and Metrics Social Media is ambiguous • What is your strategy? • What will you measure? • How much to invest? Best Practices 1. Hire someone who understands social media. 2. Establish a strategy with defined milestones. 3. Measure clicks, influence, buzz. 4. Focus on business results. © 2009 CONFIDENTIAL & PROPRIETARY 31
    32. 32. Social Media Driving Business Results • Marketing o Leads, engagement, conversion • Corporate Communications & Public Relations o Listening, influence, awareness • Customer Support o Time to resolution, issues resolved - cost savings • Human Resources o Ramp-up, time to productivity, retention • Knowledge Management o Productivity, agility, efficiency • Product Development o Adoption and competitiveness © 2009 CONFIDENTIAL & PROPRIETARY 32
    33. 33. 4. Resourcing © 2009 CONFIDENTIAL & PROPRIETARY 33
    34. 34. 4. Resourcing 1. Establish the tools for building and participation  Wikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.  Brand consistency and control vs. participation  A platform, not tools 2. Establish the processes for listening  You must demonstrate you are listening 3. Roll out plan and guidelines  Who, How, When 4. Lead by example  Authenticity 5. Ensure you are properly staffed  Prepare for growth © 2009 CONFIDENTIAL & PROPRIETARY 34
    35. 35. 5. Promotion © 2009 CONFIDENTIAL & PROPRIETARY 35
    36. 36. 5. Promotion • It’s about an integrated marketing experience – Don’t promote social media as a silo – Cross links and integration with traditional marketing – Integrate persuasive and social content • Be active – participate – Go where the conversation is – Have something interesting to say • Watch it grow, listen, react © 2009 CONFIDENTIAL & PROPRIETARY 36
    37. 37. Communities vs. Tools Personas Professional Personal Gamer Federated identity? Privacy and permissions © 2009 CONFIDENTIAL & PROPRIETARY 37
    38. 38. Marketing has led social media deployments © 2009 CONFIDENTIAL & PROPRIETARY 38
    39. 39. But now IT is jumping in © 2009 CONFIDENTIAL & PROPRIETARY 39
    40. 40. What's next ? Consolidation Mobile Video Email Search Ads Social Games Networks Single Platform Websites eCommerce Governance Control © 2009 CONFIDENTIAL & PROPRIETARY 40
    41. 41. Vignette can help You can build all of your social media applications for your intranet, extranet, and www cases with one solution. © 2009 CONFIDENTIAL & PROPRIETARY 41
    42. 42. A solution both IT and Marketing embrace • A complete solution provided by a single vendor  Wikis, forums, blogs, ideas, events, ratings, comments, etc.  Rich media: best in class end-to-end video solution, podcasts, slides, photos  Powerful and extensible search to unlock the value of content  Optional analytics and social search (content recommendations) • Personalized, dynamic, content-rich experience  Flexible presentation technology – site templates, customizable video player  Modular – over 100 standards-based portlets (JSR 286)  Opportunity to integrate content from other sources • A solid foundation for leveraging social media company-wide  Mature and stable enterprise software vendor  Deployed over intranet, extranet, internet – on premise or hosted (via partners)  Security, governance, scalability, multi-site management, integration, 24x7 support  Proven solutions – half of the Fortune 100 rely on Vignette  Works with your existing systems (i.e. LDAP) © 2009 CONFIDENTIAL & PROPRIETARY 42
    43. 43. Vignette Community Services Key Features Enable visitors to enhance your existing site with user generated content:  Ratings  Reviews  Polls  Tagging  Comments Includes:  Moderation and usage analysis  Service Oriented Architecture Business Value Help build consumer/customer loyalty and increase site traffic by turning web sites into places where end users can contribute and express themselves Out-of-box integration of User Generated Content with Vignette Portal and Vignette Dynamic Site module can help to reduce deployment costs and accelerate time- to-value © 2009 CONFIDENTIAL & PROPRIETARY 43
    44. 44. Vignette Community Applications Key Features Create a social site to foster a community rich with interaction tools:  Blogs, Wikis and Forums  Ratings, Tags, Comments and Reviews  Podcast, Photos, Slides  Downloads – ringtones, backgrounds, etc.  Idea management  Event management and calendar  Powerful Search Engine  Vignette Video Services  Analytics  Social Search and Recommendations * Video Services, analytics and recommendations are licensed separately A solid foundation to support a social media strategy  Rich presentation management framework  Modular yet integrated © 2009 CONFIDENTIAL & PROPRIETARY 44
    45. 45. Vignette Recommendations 7.1 Social Search with Vignette Recommendations Vignette Recommendations Show most Help users find the most popular content valuable content with dynamic personalization based on the intelligence of like-minded peers • Intent driven and adaptive • Related content • Most related & useful content • Endorsed by like minded peers • Filters out low value content • Category Most Popular Business Value • Increase engagement • Support all content types including video • Increase reach with gadgets Recommendation are rendered on the • Automated and powerful site or on a standard widget © 2009 CONFIDENTIAL & PROPRIETARY 45
    46. 46. Web Experience Solutions Experience Optimization Rich Media and Video Web Content Social Intranet Management Media © 2009 CONFIDENTIAL & PROPRIETARY 46
    47. 47. Questions Thank You Twitter: @gerardodada Dirk Shaw, Social Media Strategist Twitter: @dirkmshaw © 2009 CONFIDENTIAL & PROPRIETARY 47
    48. 48. © 2009 CONFIDENTIAL & PROPRIETARY 48