John Sheridan & Jeofrey Bean's presentation from ProductCamp SoCal. Held November 6, 2010 at Cal State Fullerton - The Mihaylo College of Business & Economics.

1. 1
Effective Use of Social
Technology
for Internal and External Solutions
John Sheridan and
Jeofrey Bean
ProductCamp SoCal
Cal State Fullerton's Mihaylo College of Business
November 6, 2010

2. John Sheridan and Jeofrey Bean 2
Agenda
The situation
Define social media
Review OASIS framework
Discuss your next steps

3. John Sheridan and Jeofrey Bean 3
The Situation
Social
technologies
as true
business
solutions are
being
overlooked
Social
technologies
are for
measurable
internal and
external
solutions
(C)2010 John Sheridan
and Jeofrey Bean
Well proven
traditional
approaches
can work in
concert with
social
technologies
Many access
applications,
few are
applied
strategically
as business
solutions
Fewer still are
being
executed for
actual
effectiveness
and measured

4. John Sheridan and Jeofrey Bean 4
Definition
A social trend where people turn to each
other, and not to a central institution, to
achieve something.
A technological reflection of human nature. .
.
Prospects and customers – high visibility
influencers creating feedback loops about
experiences with your processes, people,
products
Whether you are actively involved or not

5. John Sheridan and Jeofrey Bean 5

6. John Sheridan and Jeofrey Bean 6
OASIS
A best-practices methodology for designing, launching, measuring and
managing social media projects
Objectives
Audience => Individual, Community,
Environment
Strategy
Implementation
Sustainment ©SocialMedia404

7. John Sheridan and Jeofrey Bean
Objectives
Smart - Measurable - Acceptable - Realistic -
Timed
Marketing
Finance
Customer Service &
Relations
HR Recruitment and
Retention
PR/Communications
Sales
Product Management
Collaboration &
Tele-working
7

8. John Sheridan and Jeofrey Bean 8
Objectives
“The goal is for you, the customer, to tell Dell what new products or
services you’d like to see“

9. John Sheridan and Jeofrey Bean 9
Audience
Who are you connecting to?
Internal => managers, employees, project teams
External => stakeholders, general public,
partners
What role will they play?
Online behaviour is not real life

10. John Sheridan and Jeofrey Bean 10
Audience: Community
5 basic behaviors
25%
30%13%
6%
16%
10%
NA Watch Join
Organize Criticize Create
35-44 year old in US.
Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

11. John Sheridan and Jeofrey Bean
Audience: Individuals
Emotions
Motivations
Intentions
Lifestyles
Preferences
Concerns
11

12. John Sheridan and Jeofrey Bean 12
Strategy
What are their capabilities?
How do they behave right now?
How will you engage your audience?
How will they engage each other?
How will this meet your internal/external
objectives?
How will you measure lift?

13. John Sheridan and Jeofrey Bean 13
Program
Select and use social technologies in context of your
objectives
Objectives
Benchmarks
People
Processes; and
Measurables
ProcessesProcesses
PeoplePeople
MeasurablesMeasurables
ObjectivesObjectives

14. John Sheridan and Jeofrey Bean 14
Implementation Ever-growing list of your
options

15. John Sheridan and Jeofrey Bean 15
Sustainment
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if it goes right?

16. John Sheridan and Jeofrey Bean
Measurement
Social Technology Effectiveness
16

17. John Sheridan and Jeofrey Bean
Measurement
Social Technology Effectiveness E.g. Product
17
• Market share
• Unit shipment volume
• Customer adoption rate
• Margin retention
• Prospect to Customer conversion
• Brand value / company value
• Usability satisfaction (appeal vs. experience)
• Advocacy as a share of customers

18. John Sheridan and Jeofrey Bean 18
Key Points
OASIS ©SocialMedia404
Objectives
Audience => Individual, Community,
Environment
Strategy
Implementation
Sustainment

19. John Sheridan and Jeofrey Bean 19
Thank you
John Sheridan, President, SocialMedia404
John.Sheridan@SocialMedia404.com
www.socialmedia404.com
709-728-1518
Jeofrey Bean, Principal, Del Mar Research &
Consulting, LLC
JBean@DelMarResearch.com
www.DelMarResearch.com
858-334-9266