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NXC – OPEN RELIABLE
eZ Publish + Social media



   Yngve Tvedt – Group CEO
     NXC International SA
         24.11.2009
Agenda



                     About NXC
                 “The OBAMA way”
              Case study: Labour Party
       Social Media: impact on your business




24.08.09
About NXC
 Established: 2000
 HQ: Lausanne, Switzerland
 8 offices (Switzerland, France, Denmark,
  Norway, Ukraine)
 No. employees: 52
 AA rating (D&B) since 2005
 Owned by the management
 2 main branches
   NXC Interactive – Creative, interactive design
   NXC – OPEN RELIABLE – System integrator
The NXC Group
Solutions – NXC–OPEN RELIABLE
•   Corporate web (eZ)
     – News, Company presentation, eCommerce
•   Intranet/Extranet portals (eZ, Liferay, Alfresco)
     – Internal news, wikis, blogs
     – Group/Role based with Singel-Sign-On
     – Activity calendars
•   Document management (Alfresco/Nuxeo/KnowledgeTree)
     – Advanced workflows
     – Project spaces
     – File/Document repository
     – Records Management
     – Case Management

24.08.09
Solutions – NXC Interactive
• eZ social media platform
   – Multi Channel Marketing (Web, Facebook, Twitter,
     Mobile etc.)
• eZ Mobile Content Engine
   – Mobile APPS – (iPhone, Blackberry, Android)
   – Games (Unity, Flash)
• Campaigns (banners, sites etc)
• 3D modeling /Flash development




24.08.09
Business model
Enterprise subscribtions
• Your online business is backed by the
  vendors and NXC:
      – Get a peace of mind with SLA
      – Focus on content and features
      – Instantly enlarge technical team
      – Fixed response time to any issue
      – Legal defense



24.08.09
References
Elections – Before and after OBAMA
What did Obama do ?
                     •   Used the web and social
                         media to the full extent
                     •   “Every action makes a
                         different”
                         – 6 million activist volunteered,
                           50% of them had never voted
                           before
                     •   Gave them the online tools to
                         efficiently campaign for him
                     •   Systematically build database
                         of potential voters
                     •   Used all the social medias
                         – Facebook, Youtube, Myspace
                           etc.




24.08.09
Results – OBAMA campaign
•   Email                                      •   Groups
      – 13 million voters received 7000             – 35 000 groups used the site to
        different email, total 1 000 000 000          organize 200 000 “offline” meetings
        email                                  •   Video - Youtube
•   Donations                                       – 2000 official videos
      – 3 million voters gave 6,5 million                •   80 mill views,
        times, total USD 30 mill                         •   135 000 subscribers
•   Social networks                                 – 442 000 unofficial videos
      – 5 million friends on 15 different      •   Mobil
        platforms, 3 mill on facebook               – 3 mill registered SMS receivers
•   Website                                         – They got from 5 to 20 SMS pr.
      – 8,5 mill visitors pr. month, 2 mill           month
        profiles, 400 000 blogs                     – Total: 200 mill SMS
                                               •   Telephone
                                                    – 3 million personal phone calls
                                                      during the 4 last days of the
                                                      campaign




24.08.09
OBAMA – GOD or GENIUS ?




24.08.09
NEITHER,
• OBAMA just had the courage to use the tools
  that had been there for many years
      – Social medias/networks all based on old
        academic theories
           • Social networks
              – “The strenght of weak ties, Granovetter (1973)
              – “A set of measures of centrality based on betweenness,
                Freeman (1977)
           • Marketing
              – “Word of Mouth” – Strongest, but most expensive way of
                marketing (before the internet age)
• He put them together into the best
  marketing campaign in history !
24.08.09
Case study
           Labour Party in Norway
• Federal election, September 2009




24.08.09
Goals for the campaign
• Engage - both our own people and the voters
• “Grass root” - reaching all
• “Up-to-date”- take on the relevant issues, be
  flexible
• Clear - straightforward, easy to understand
• Talk about our politics – don’t talk about the
  others
• Consistently - Work equally well in all channels


24.08.09
The team
• “The desk”
      – 7 persons working with web and social media from 08:30 to
        23:30 every day
      – Specialists in writing, TV-production, photo and new medias
• NXC – involved since 2007
      –    System development (web, facebook, mobile)
      –    Integration between the platforms
      –    Donation modul
      –    E Learning
      –    Splash site
• APT
      – Webdesign
• Origo
      – “My labour party”

24.08.09
The solution
•   eZ publish 4.1
      – eZ find – search enging
      – User rights /siteacesses
            •   All cantons/communes have their own site, but all are part of one centralized solution,
                sharing content
      –    Apedia – Online encyclopedia for the political program
      –    Twitter integration
      –    Blog pages
      –    Web TV – Party´s own TV channel
      –    Venamail – newsletters
            •   Powerful newsletter tools
      – Modern webdesign, using the new design tools like AJAX and Javascripts
•   Social media integrations
      –    Facebook App
      –    Youtube
      –    Flickr
      –    My Labour Party
            •   Community site, connecting you with other members/voters in your local community




24.08.09
SOME EXAMPLES


24.08.09
ENGAGE




H i, w h a t is
im p o r t a n t
 fo r y o u ?
What is important for you ?
  Write your statement
Result:

17 000
Statements
SOCIAL MEDIA


24.08.09
Birth of web 2.0. – Social media
• Cultural shift from passive surfers to active
  content creators who want to share
      – Surf (mid-90s)
      – Search (2000-05)
      – Subscribe/publish (2006->)
• Shift from push marketing to mix of
  push/pull
• Two-way customer dialogues
• Easy, inexpensive technology to
  create/distribute content

24.08.09
Online Word-of-mouth
• Word-of-mouth valued as best source of
  information
      – 93% vs. 67% in 1977
• Twice the value of advertising and
  editorial content




24.08.09
What is Facebook?
 Social Media Network
 300 million users, increasing quickly
 People use Facebook everyday to keep up
  with friends, upload an unlimited number
  of photos, share links and videos, and
  learn more about the people they meet.
 Its free
Possibilities
 Advertising
 Custom applications
 Access to existing user
  database
 Engage
 Mobile integration
 Games
Social medias
Results - Social Media
• 45 000 “friends” of the prime minster on
  facebook
      – Daily updated with the latest news in the
        campaign
      – The friends discuss, and share information
        about the campaign and important
        happenings
• 250 active “twitters” promoting the party
  daily on Twitter.
24.08.09
NEWSLETTERS


24.08.09
Help us win the
   election!
24.08.09
Sent out
300 000 email
     to
25 000 voters
Pay for action, not views !!

   ONLINE ADVERTISMENT


24.08.09
Quick facts
• 92% of all journalists uses internet to search for
  new articles to write

• 66% of all trafic to sites is generated through
  search engines

• 80% - Google market share
Look for quality, not quantity
• GOAL: Generate traffic to your site
• Payed ads only through Google Adwords
      • Banners in Googles content network
         (text, banners, videos)
      • Youtube-Ads
• Viral marketing effects
• Facebook Ads



24.08.09
Find what people is interested in:
Act based on the trends:


        We keep you up-to-date…
B uild trus t:
 “We handle
       the
  pandemia”
  - Relevant
    articles,
  interviews
      etc.
Some “success” criteria

• Be well organized
• Manage the balance offline vs. online
• Focus on voters at home and 1. time
  voters
• Organize facts and opinions through the
  social medias



24.08.09
Facts from the campaign
• Arbeiderpartiet.no
      – 310 000 people have visited the site.
      – 500 000 people have “met” the party online
• “Important for you”
      – More then 17 000 contributions
• Google Adwords
      – 13 mill unique views, 57 000 clicks
• E-mail and SMS
      – Sent 300 000 email, to 25 000 people
      – 100 000 SMS to member and campaign workers

24.08.09
Results of the election




24.08.09
Result – 4 more years in power !!




24.08.09
SOCIAL MEDIAS IN YOUR
   BUSINESS

24.08.09
Benefits to collect
•   Gain insight into the customer
•   Increase user engagement
•   Lead generation tools
•   Build brand visibility and loyalty
•   Promote products and services
•   Increase web traffic
•   Reduce service costs
•   “Pin-point” your marketing
•   Innovate quicker, cheaper and better

24.08.09
Example: Customer Community
• Use social networking tools to provide
  customers with company and customer-
  generated information
• Benefits
      –    Increase customer interaction touch points
      –    Builds brand loyalty and trust
      –    Increase frequency and length of visits
      –    Market research
      –    Product feedback
      –    Reduce pre-sales costs and sales cycle
• Use with multiple technologies
24.08.09
Examples - eGoverment
• Web + Facebook
      – Take advantage of the user access database
      – News/event feed, directly to the inhabitants
        facebook account
      – Feedback from the inhabitants
      – Local engagement through local community
        pages
• Next generation Facebook
      – Use the user management system in facebook to
        offer online services
           • Payments
           • Online forms

24.08.09
Examples – Consumer goods
• 1 to 1 communication with you customers
     – “Fan sites” – people who likes your brand
           •   Facebook + web
           •   Feedback
           •   Discussions
           •   Give them news and product/event updates
           •   Get the positive viral effects
• Luxury goods
     – “Exclusive owners clubs”
           • Show your new watch to your friends on facebook
           • Discuss with other owners
           • Watch maker can communicate 1 to 1 with owners of the watches
• Next generation facebook apps
     – build online shops inside facebook



24.08.09
Final quote…


 “Right now, your customers are writing about your products and services on
         blogs and recutting you’re your commercials on YouTube.”

       “They´re defining you on Wikipedia and ganging up on you in social
                       networking sites like Facebook.”

       “These are all elements of a social phenomenon that has created a
          permanent, long lasting shift in the way the world works. “

     Don't see this as a treat – adapt and evolve, and build a
                        successful business!




24.08.09
Contact info:
   Yngve Tvedt
   Group CEO
   NXC – OPEN RELIABLE
   Email: yngve@nxc.ch




   MORE INFORMATION ?


24.08.09

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Nxc Social Media241109

  • 1. NXC – OPEN RELIABLE eZ Publish + Social media Yngve Tvedt – Group CEO NXC International SA 24.11.2009
  • 2. Agenda About NXC “The OBAMA way” Case study: Labour Party Social Media: impact on your business 24.08.09
  • 3. About NXC  Established: 2000  HQ: Lausanne, Switzerland  8 offices (Switzerland, France, Denmark, Norway, Ukraine)  No. employees: 52  AA rating (D&B) since 2005  Owned by the management  2 main branches  NXC Interactive – Creative, interactive design  NXC – OPEN RELIABLE – System integrator
  • 5. Solutions – NXC–OPEN RELIABLE • Corporate web (eZ) – News, Company presentation, eCommerce • Intranet/Extranet portals (eZ, Liferay, Alfresco) – Internal news, wikis, blogs – Group/Role based with Singel-Sign-On – Activity calendars • Document management (Alfresco/Nuxeo/KnowledgeTree) – Advanced workflows – Project spaces – File/Document repository – Records Management – Case Management 24.08.09
  • 6. Solutions – NXC Interactive • eZ social media platform – Multi Channel Marketing (Web, Facebook, Twitter, Mobile etc.) • eZ Mobile Content Engine – Mobile APPS – (iPhone, Blackberry, Android) – Games (Unity, Flash) • Campaigns (banners, sites etc) • 3D modeling /Flash development 24.08.09
  • 8. Enterprise subscribtions • Your online business is backed by the vendors and NXC: – Get a peace of mind with SLA – Focus on content and features – Instantly enlarge technical team – Fixed response time to any issue – Legal defense 24.08.09
  • 10. Elections – Before and after OBAMA
  • 11. What did Obama do ? • Used the web and social media to the full extent • “Every action makes a different” – 6 million activist volunteered, 50% of them had never voted before • Gave them the online tools to efficiently campaign for him • Systematically build database of potential voters • Used all the social medias – Facebook, Youtube, Myspace etc. 24.08.09
  • 12. Results – OBAMA campaign • Email • Groups – 13 million voters received 7000 – 35 000 groups used the site to different email, total 1 000 000 000 organize 200 000 “offline” meetings email • Video - Youtube • Donations – 2000 official videos – 3 million voters gave 6,5 million • 80 mill views, times, total USD 30 mill • 135 000 subscribers • Social networks – 442 000 unofficial videos – 5 million friends on 15 different • Mobil platforms, 3 mill on facebook – 3 mill registered SMS receivers • Website – They got from 5 to 20 SMS pr. – 8,5 mill visitors pr. month, 2 mill month profiles, 400 000 blogs – Total: 200 mill SMS • Telephone – 3 million personal phone calls during the 4 last days of the campaign 24.08.09
  • 13. OBAMA – GOD or GENIUS ? 24.08.09
  • 14. NEITHER, • OBAMA just had the courage to use the tools that had been there for many years – Social medias/networks all based on old academic theories • Social networks – “The strenght of weak ties, Granovetter (1973) – “A set of measures of centrality based on betweenness, Freeman (1977) • Marketing – “Word of Mouth” – Strongest, but most expensive way of marketing (before the internet age) • He put them together into the best marketing campaign in history ! 24.08.09
  • 15. Case study Labour Party in Norway • Federal election, September 2009 24.08.09
  • 16. Goals for the campaign • Engage - both our own people and the voters • “Grass root” - reaching all • “Up-to-date”- take on the relevant issues, be flexible • Clear - straightforward, easy to understand • Talk about our politics – don’t talk about the others • Consistently - Work equally well in all channels 24.08.09
  • 17. The team • “The desk” – 7 persons working with web and social media from 08:30 to 23:30 every day – Specialists in writing, TV-production, photo and new medias • NXC – involved since 2007 – System development (web, facebook, mobile) – Integration between the platforms – Donation modul – E Learning – Splash site • APT – Webdesign • Origo – “My labour party” 24.08.09
  • 18. The solution • eZ publish 4.1 – eZ find – search enging – User rights /siteacesses • All cantons/communes have their own site, but all are part of one centralized solution, sharing content – Apedia – Online encyclopedia for the political program – Twitter integration – Blog pages – Web TV – Party´s own TV channel – Venamail – newsletters • Powerful newsletter tools – Modern webdesign, using the new design tools like AJAX and Javascripts • Social media integrations – Facebook App – Youtube – Flickr – My Labour Party • Community site, connecting you with other members/voters in your local community 24.08.09
  • 20. ENGAGE H i, w h a t is im p o r t a n t fo r y o u ?
  • 21. What is important for you ? Write your statement
  • 22.
  • 25. Birth of web 2.0. – Social media • Cultural shift from passive surfers to active content creators who want to share – Surf (mid-90s) – Search (2000-05) – Subscribe/publish (2006->) • Shift from push marketing to mix of push/pull • Two-way customer dialogues • Easy, inexpensive technology to create/distribute content 24.08.09
  • 26. Online Word-of-mouth • Word-of-mouth valued as best source of information – 93% vs. 67% in 1977 • Twice the value of advertising and editorial content 24.08.09
  • 27. What is Facebook?  Social Media Network  300 million users, increasing quickly  People use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.  Its free
  • 28. Possibilities  Advertising  Custom applications  Access to existing user database  Engage  Mobile integration  Games
  • 30. Results - Social Media • 45 000 “friends” of the prime minster on facebook – Daily updated with the latest news in the campaign – The friends discuss, and share information about the campaign and important happenings • 250 active “twitters” promoting the party daily on Twitter. 24.08.09
  • 32. Help us win the election!
  • 34. Sent out 300 000 email to 25 000 voters
  • 35. Pay for action, not views !! ONLINE ADVERTISMENT 24.08.09
  • 36. Quick facts • 92% of all journalists uses internet to search for new articles to write • 66% of all trafic to sites is generated through search engines • 80% - Google market share
  • 37. Look for quality, not quantity • GOAL: Generate traffic to your site • Payed ads only through Google Adwords • Banners in Googles content network (text, banners, videos) • Youtube-Ads • Viral marketing effects • Facebook Ads 24.08.09
  • 38. Find what people is interested in:
  • 39. Act based on the trends: We keep you up-to-date…
  • 40. B uild trus t: “We handle the pandemia” - Relevant articles, interviews etc.
  • 41. Some “success” criteria • Be well organized • Manage the balance offline vs. online • Focus on voters at home and 1. time voters • Organize facts and opinions through the social medias 24.08.09
  • 42. Facts from the campaign • Arbeiderpartiet.no – 310 000 people have visited the site. – 500 000 people have “met” the party online • “Important for you” – More then 17 000 contributions • Google Adwords – 13 mill unique views, 57 000 clicks • E-mail and SMS – Sent 300 000 email, to 25 000 people – 100 000 SMS to member and campaign workers 24.08.09
  • 43. Results of the election 24.08.09
  • 44. Result – 4 more years in power !! 24.08.09
  • 45. SOCIAL MEDIAS IN YOUR BUSINESS 24.08.09
  • 46. Benefits to collect • Gain insight into the customer • Increase user engagement • Lead generation tools • Build brand visibility and loyalty • Promote products and services • Increase web traffic • Reduce service costs • “Pin-point” your marketing • Innovate quicker, cheaper and better 24.08.09
  • 47. Example: Customer Community • Use social networking tools to provide customers with company and customer- generated information • Benefits – Increase customer interaction touch points – Builds brand loyalty and trust – Increase frequency and length of visits – Market research – Product feedback – Reduce pre-sales costs and sales cycle • Use with multiple technologies 24.08.09
  • 48. Examples - eGoverment • Web + Facebook – Take advantage of the user access database – News/event feed, directly to the inhabitants facebook account – Feedback from the inhabitants – Local engagement through local community pages • Next generation Facebook – Use the user management system in facebook to offer online services • Payments • Online forms 24.08.09
  • 49. Examples – Consumer goods • 1 to 1 communication with you customers – “Fan sites” – people who likes your brand • Facebook + web • Feedback • Discussions • Give them news and product/event updates • Get the positive viral effects • Luxury goods – “Exclusive owners clubs” • Show your new watch to your friends on facebook • Discuss with other owners • Watch maker can communicate 1 to 1 with owners of the watches • Next generation facebook apps – build online shops inside facebook 24.08.09
  • 50. Final quote… “Right now, your customers are writing about your products and services on blogs and recutting you’re your commercials on YouTube.” “They´re defining you on Wikipedia and ganging up on you in social networking sites like Facebook.” “These are all elements of a social phenomenon that has created a permanent, long lasting shift in the way the world works. “ Don't see this as a treat – adapt and evolve, and build a successful business! 24.08.09
  • 51. Contact info: Yngve Tvedt Group CEO NXC – OPEN RELIABLE Email: yngve@nxc.ch MORE INFORMATION ? 24.08.09