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Strategies for the Social Web For Documentation <br />Anne Gentlewww.justwriteclick.com<br />STC Summit May 2010<br />
Social Media Seems Overwhelming and a Time Sink<br />Strategies for the Social Web for Documentation<br />	Without knowing...
Our Challenge<br />	We (finally!) have social tools and web analytics for our content. 	<br />	But challenges abound. <br ...
Documentation as Conversation<br />You:<br />	want to deliver content in a way that involves your users and opens collabor...
Categories of New Media Tools<br />Strategies for the Social Web for Documentation<br />
Listen First to Analyze First <br />Get a larger picture of what’s being talked about and by whom.<br />Demonstrate listen...
Monitor Keyword Alerts<br />Google Alerts<br />Technorati<br />Delicious<br />Strategies for the Social Web for Documentat...
Google Alerts<br />Strategies for the Social Web for Documentation<br />Emails (or feed) automatically sent to you based o...
Technorati Blog Search<br />Searches only blogs. <br />Offers a filter based on authority.<br />Strategies for the Social ...
Delicious and Tagging<br />Delicious.com – social bookmarking/tagging site.<br />Enter a Delicious username at Wordle.net ...
Let Conversation Flow<br />Don’t:<br />Automate (follows, posts)<br />Interrupt<br />Do: <br />Identify yourself and your ...
Social Weather Indicators<br />	A crowded, noisy restaurant with a celebrating Little League team and their coaches<br />o...
Sentiment Ratings<br />Twitter Search at search.twitter.com gives sentiment options in Advanced Search. <br />Serious sent...
Create Audience Personas and Perform Task Analysis <br />Have the data, use it. <br />Demographics and Social Technographi...
Social Technographics<br />Demographics indicate how likely a person is to participate on the social web. <br />Age <br />...
Job Titles, Tasks, User Profiles<br />Strategies for the Social Web for Documentation<br /><ul><li>Indeed.com – job titles...
LinkedIn – names, faces, locations</li></li></ul><li>Define Your Roles on the Social Web<br />Reporter/Observer<br />Enabl...
Reporter/Observer<br />Listening techniques<br />Aggregate information<br />Curate content from users<br />Strategies for ...
Enable Comments<br />JS Kit ECHO – embed comment form on web pages, can store comments locally<br />Strategies for the Soc...
Enable Conversations<br />DISQUS – hosted comments, threaded conversations, moderation features<br />Strategies for the So...
Enable Sharing<br />AddThis – register on the site, embed the code, configure the sites on which users can share content<b...
Syndicate Content<br />Syndication works two ways:<br />Offering users notifications of your content updates<br />Embeddin...
Collaborator/Instigator Role<br />Agile development<br />Alignment with business objectives<br />Strategies for the Social...
Social CRM<br />Customer relationship management extended to the social web – profile, followers, activity level, influenc...
Align with Business Goals<br />Community building also may be your responsibility. <br />Provide a platform, support a com...
Find Existing Communities<br />Communities exist on:<br />Blogs – Twitter – Forums – Wikis – YouTube – LinkedIn – Facebook...
Community Pitfalls<br />Too much content, not enough engagement.<br />Another community already took all the major players...
Measurement<br />Measure social media participation and engagement with web analytics.<br />Key Performance Indicators dep...
Key Performance Indicators<br />Customer support and help sites: <br />New vs. returning visitors<br />Searches that had z...
Engagement Indicators<br />Number of comments on content<br />Number of comments responded to<br />Response time on the co...
When to Stop<br />Little engagement<br />Demographics and Technographics don’t line up<br />No sense of community with you...
Employers of Corporate Social Media Strategists<br />Airline: JetBlue, Southwest, Boeing <br />Automotive: Ford, GM, Toyot...
Learn Best Practices<br />Launch and learn.<br />Strategies for the Social Web for Documentation<br />
Community Content<br />Community Roundtable report contains some content best practices. <br />Percentage of user- or comm...
Example: Adobe Community Help<br />Custom search engine with selected resources, per product<br />Comments, user-generated...
Example: Intuit<br />Studied by Forrester<br />Online support community<br />Motivations of its members: reciprocity, repu...
Example: Ubuntu<br />Community doc offered in addition to official documentation<br />Gives users a place to volunteer<br ...
Example: Mozilla<br />Separate end-user doc from the developer documentation<br />Comprehensive style guidance for new con...
Align Content with Business Goals<br />Marketing & Sales<br />Service & Support<br />Invention & Development <br />Collabo...
We Can Do It<br />Strategies for the Social Web for Documentation<br />Flickr: couragextoxlive<br />Flickr: ogimogi<br />
Documentation as Conversation<br />You:<br />	want to deliver content in a way that involves your users and opens collabor...
Conversation, continued.<br />Ask Anne Gentle<br />www.facebook.com/conversationandcommunity<br />Strategies for the Socia...
Questions?<br />Anne Gentle<br />www.justwriteclick.com<br />annegentle@justwriteclick.com<br />@annegentle<br />www.faceb...
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STC 2010 Strategies for the Social Web for Documentation

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The social web can be perceived as intimidating, live-saving, risky, or a black hole of productivity loss. Learn how to take a strategic approach to integrating social media to accomplish your overall documentation goals.

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STC 2010 Strategies for the Social Web for Documentation

  1. 1. Strategies for the Social Web For Documentation <br />Anne Gentlewww.justwriteclick.com<br />STC Summit May 2010<br />
  2. 2. Social Media Seems Overwhelming and a Time Sink<br />Strategies for the Social Web for Documentation<br /> Without knowing how to approach it, social media seems like a hit or miss proposition with lots of risk.<br />Flickr: couragextoxlive<br />
  3. 3. Our Challenge<br /> We (finally!) have social tools and web analytics for our content. <br /> But challenges abound. <br /> In three steps, find the hits and avoid the misses to meet business goals.<br />Strategies for the Social Web for Documentation<br />Flickr: ogimogi<br />
  4. 4. Documentation as Conversation<br />You:<br /> want to deliver content in a way that involves your users and opens collaboration opportunities.<br />Listen first.<br />Find your role.<br />Align content placement with business goals.<br />Strategies for the Social Web for Documentation<br />
  5. 5. Categories of New Media Tools<br />Strategies for the Social Web for Documentation<br />
  6. 6. Listen First to Analyze First <br />Get a larger picture of what’s being talked about and by whom.<br />Demonstrate listening tools.<br />Monitor and report.<br />Strategies for the Social Web for Documentation<br />Flickr: lilianaamundarain<br />
  7. 7. Monitor Keyword Alerts<br />Google Alerts<br />Technorati<br />Delicious<br />Strategies for the Social Web for Documentation<br />Flickr: totalAldo<br />
  8. 8. Google Alerts<br />Strategies for the Social Web for Documentation<br />Emails (or feed) automatically sent to you based on search results.<br />You can create up to 1000 alerts. <br />Know Google’s syntax for precise searches. <br />
  9. 9. Technorati Blog Search<br />Searches only blogs. <br />Offers a filter based on authority.<br />Strategies for the Social Web for Documentation<br />
  10. 10. Delicious and Tagging<br />Delicious.com – social bookmarking/tagging site.<br />Enter a Delicious username at Wordle.net to get a tag cloud. <br />Example: whurley<br />Strategies for the Social Web for Documentation<br />
  11. 11. Let Conversation Flow<br />Don’t:<br />Automate (follows, posts)<br />Interrupt<br />Do: <br />Identify yourself and your company<br />Be conversational<br />Strategies for the Social Web for Documentation<br />Flickr: naydeeyah<br />
  12. 12. Social Weather Indicators<br /> A crowded, noisy restaurant with a celebrating Little League team and their coaches<br />or<br /> A busy restaurant with intimate, romantic, white table cloths, candlelight, and couples dining<br />Strategies for the Social Web for Documentation<br />Flickr: DiscoverDuPage<br />
  13. 13. Sentiment Ratings<br />Twitter Search at search.twitter.com gives sentiment options in Advanced Search. <br />Serious sentiment raters are using Radian6 and other advanced tools.<br />Strategies for the Social Web for Documentation<br />
  14. 14. Create Audience Personas and Perform Task Analysis <br />Have the data, use it. <br />Demographics and Social Technographics<br />Indeed.com and LinkedIn.com demo<br />Strategies for the Social Web for Documentation<br />Flickr: alex e proimos<br />
  15. 15. Social Technographics<br />Demographics indicate how likely a person is to participate on the social web. <br />Age <br />Country<br />Gender<br />Recently they added “Conversationalist” to the ladder.<br />Strategies for the Social Web for Documentation<br />
  16. 16. Job Titles, Tasks, User Profiles<br />Strategies for the Social Web for Documentation<br /><ul><li>Indeed.com – job titles, task descriptions
  17. 17. LinkedIn – names, faces, locations</li></li></ul><li>Define Your Roles on the Social Web<br />Reporter/Observer<br />Enabler/Sharer<br />Collaborator/Instigator <br />Strategies for the Social Web for Documentation<br />Flickr: ThisParticularGreg<br />
  18. 18. Reporter/Observer<br />Listening techniques<br />Aggregate information<br />Curate content from users<br />Strategies for the Social Web for Documentation<br />
  19. 19. Enable Comments<br />JS Kit ECHO – embed comment form on web pages, can store comments locally<br />Strategies for the Social Web for Documentation<br />
  20. 20. Enable Conversations<br />DISQUS – hosted comments, threaded conversations, moderation features<br />Strategies for the Social Web for Documentation<br />
  21. 21. Enable Sharing<br />AddThis – register on the site, embed the code, configure the sites on which users can share content<br />TweetMeme – add a retweet button to any web page<br />Strategies for the Social Web for Documentation<br />
  22. 22. Syndicate Content<br />Syndication works two ways:<br />Offering users notifications of your content updates<br />Embedding content from RSS feeds<br />Strategies for the Social Web for Documentation<br />
  23. 23. Collaborator/Instigator Role<br />Agile development<br />Alignment with business objectives<br />Strategies for the Social Web for Documentation<br />
  24. 24. Social CRM<br />Customer relationship management extended to the social web – profile, followers, activity level, influence level<br />Know your influencers<br />Strategies for the Social Web for Documentation<br />
  25. 25. Align with Business Goals<br />Community building also may be your responsibility. <br />Provide a platform, support a community, when your audience and business goals support it.<br />Strategies for the Social Web for Documentation<br />Flickr: max-all<br />
  26. 26. Find Existing Communities<br />Communities exist on:<br />Blogs – Twitter – Forums – Wikis – YouTube – LinkedIn – Facebook<br />Strategies for the Social Web for Documentation<br />
  27. 27. Community Pitfalls<br />Too much content, not enough engagement.<br />Another community already took all the major players attention.<br />Activity level thin.<br />High barriers to entry. <br />Pilot debate – yes or no?<br />We came out of the gate with way too many topics out there. We quickly learned that with too many topics and not enough interaction to start, it made the community seem empty. It’s what I call ‘empty restaurant syndrome’ — if you look in a window and no one is in there, you likely won’t go in.<br />– Mike HardyStrategic communications program managerPitney-Bowes <br />Strategies for the Social Web for Documentation<br />
  28. 28. Measurement<br />Measure social media participation and engagement with web analytics.<br />Key Performance Indicators depend on overall goals for site.<br />Engagement indicators may differ from web analytics.<br />Strategies for the Social Web for Documentation<br />Flickr: HeavyWeightGeek<br />
  29. 29. Key Performance Indicators<br />Customer support and help sites: <br />New vs. returning visitors<br />Searches that had zero yield<br />Search results to site exits ratio<br />Download completion rates (if relevant)<br />Strategies for the Social Web for Documentation<br />Flickr: ~Brenda-Starr~ <br />
  30. 30. Engagement Indicators<br />Number of comments on content<br />Number of comments responded to<br />Response time on the comments<br />Number of edits<br />Volume on discussion boards<br />Strategies for the Social Web for Documentation<br />Flickr: atomicjeep<br />
  31. 31. When to Stop<br />Little engagement<br />Demographics and Technographics don’t line up<br />No sense of community with your users<br />Business alignment isn’t right<br />Strategies for the Social Web for Documentation<br />Flickr: bug-a-lug<br />
  32. 32. Employers of Corporate Social Media Strategists<br />Airline: JetBlue, Southwest, Boeing <br />Automotive: Ford, GM, Toyota <br />Business Services: UPS, Pitney Bowes, Ingersoll Rand, Thomson Reuters, SAS, more <br />Consumer Product Goods: PepsiCo, Procter & Gamble, Eastman Kodak, Rubbermaid, Kraft Foods, Land O’Lakes, Estee Lauder, more <br />Electronics, Devices, Mobile: Sony, Nokia, Dolby, Samsung <br />Financial Services: Allstate, Experian, Intuit, Progressive, American Express, more<br />Health/Life Sciences: Mayo Clinic, Life Time Fitness, Kaiser Permanente, more <br />Media /Entertainment: Cirque du Soleil , DIRECTV, AOL, NBC, NatGeo, Fox, MTV<br />Retail: Best Buy, Whole Foods, PacSun, Sears, Starbucks, Kohls<br />Technology, Hardware, Networking, Component, Computer: Dell, National Instruments, EMC, Intel, Cisco, IBM, NCR, AMD, Creative Labs, Novell, more<br />Technology, Software, Internet: Microsoft, Juniper, Skype, WebEx, Salesforce, Autodesk<br />Source: Jeremiah Owyang’sList of Corporate Social Media Strategists<br />Strategies for the Social Web for Documentation<br />
  33. 33. Learn Best Practices<br />Launch and learn.<br />Strategies for the Social Web for Documentation<br />
  34. 34. Community Content<br />Community Roundtable report contains some content best practices. <br />Percentage of user- or community-generated versus professional content impact<br />Associated content repurposes content (not just single-sourcing)<br />Accept imperfection<br />Relationships built not with text alone<br />Strategies for the Social Web for Documentation<br />
  35. 35. Example: Adobe Community Help<br />Custom search engine with selected resources, per product<br />Comments, user-generated content, it’s all searchable<br />Strategies for the Social Web for Documentation<br />
  36. 36. Example: Intuit<br />Studied by Forrester<br />Online support community<br />Motivations of its members: reciprocity, reputation, obligation, belonging<br />Strategies for the Social Web for Documentation<br />
  37. 37. Example: Ubuntu<br />Community doc offered in addition to official documentation<br />Gives users a place to volunteer<br />Provides community-based support and learning opportunities<br />Strategies for the Social Web for Documentation<br />
  38. 38. Example: Mozilla<br />Separate end-user doc from the developer documentation<br />Comprehensive style guidance for new contributors<br />Switched from MediaWiki to the MindTouch collaboration platform<br />Strategies for the Social Web for Documentation<br />
  39. 39. Align Content with Business Goals<br />Marketing & Sales<br />Service & Support<br />Invention & Development <br />Collaboration<br />Customer Experience<br />Learning & Education<br />Strategies for the Social Web for Documentation<br />Flickr: The Wu’s Photo Land<br />
  40. 40. We Can Do It<br />Strategies for the Social Web for Documentation<br />Flickr: couragextoxlive<br />Flickr: ogimogi<br />
  41. 41. Documentation as Conversation<br />You:<br /> want to deliver content in a way that involves your users and opens collaboration opportunities.<br />Listen first.<br />Find your role.<br />Align content placement with business goals.<br />Strategies for the Social Web for Documentation<br />
  42. 42. Conversation, continued.<br />Ask Anne Gentle<br />www.facebook.com/conversationandcommunity<br />Strategies for the Social Web for Documentation<br />
  43. 43. Questions?<br />Anne Gentle<br />www.justwriteclick.com<br />annegentle@justwriteclick.com<br />@annegentle<br />www.facebook.com/conversationandcommunity<br />www.linkedin.com/in/annegentle<br />

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