SlideShare a Scribd company logo
1 of 56
Download to read offline
Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 1 Aligning Social Media Investments with Business Strategy Driving Business results Debra Louison Lavoy Director, Product Marketing November 17, 2009
Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 2
Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 3
3 Points We’re after business results. Web 2.0 is just part of the toolkit. Goal setting, planning and measurement are critical to success Invest in human, business and technical capabilities that can grow with you.
Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 5
Opportunities And they can listen and share with you And with each other When you can listen carefully to people
Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 7 Opportunities
Opportunities Your customers are already there
Opportunities Make a difference
"The purpose of an organization is to enable ordinary humans beings to do extraordinary things."  Peter Drucker Management: Tasks, Responsibilities, Practices Chapter 28, The Spirit of Performance, p. 361 (1974)
Opportunities Copyright © Open Text Corporation. All rights reserved. Slide 11
Real Results ,[object Object]
Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester)
Forrester reported that customers report good experiences in forums more than twice as often as they do via calls or mail.
Ebay found that participants in online communities spend 54% more than non-community users.
Dell just passed $3MM in overall sales direct from its twitter accounts.Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 12
50 top tweeted brands on 11/16 Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 13
Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 14
Social media is not a strategy, it is a means to an end
Reaching Target Market: business objectives ,[object Object]
 Brand Awareness
 Brand Reputation
 Lead Generation
 SalesCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 16
Reaching Target Market: goals ,[object Object]
Generate leads
Improve awareness
Understand CustomersCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 17
Reaching Target Market: Tools ,[object Object]
Your site is the end, not the beginning of the process
Social Networks
Facebook, MySpace, Twitter, Niche
Aggregators
YouTube, Flickr, Digg
Relevant Blogs (other people’s)
Monitoring toolsCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 18
Reaching Target Market: Metrics ,[object Object]
Share of voice
Extending reach
Media Mentions
Conversion rateCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 19
Customers: Business objectives ,[object Object]
 Customer Loyalty
 Announcements
 FeedbackCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 20
Customers: Goals ,[object Object]
Retention
Loyalty
References
Follow-on salesCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 21
Customers: Tools ,[object Object]
Your web site
Custom Communities
Social Networks/Aggregators
Your Blogs, as well as theirs
Monitoring ToolsCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 22

More Related Content

What's hot

How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...
How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...
How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...Jose Briones
 
Google case study-incisive indore
Google case study-incisive indoreGoogle case study-incisive indore
Google case study-incisive indoreMohit Khurana
 
Connections Customer Use Cases Summary
Connections Customer Use Cases SummaryConnections Customer Use Cases Summary
Connections Customer Use Cases SummaryTed Stanton
 
Googlenomics - An economic analysis of Google’s Innovation
Googlenomics - An economic analysis of Google’s InnovationGooglenomics - An economic analysis of Google’s Innovation
Googlenomics - An economic analysis of Google’s InnovationUtkarsh Jain
 
Enterprise Collaboration Strategy & Implementation
Enterprise Collaboration Strategy & ImplementationEnterprise Collaboration Strategy & Implementation
Enterprise Collaboration Strategy & Implementationchakraj
 
B2B Technology Marketing in Social Media
B2B Technology Marketing in Social MediaB2B Technology Marketing in Social Media
B2B Technology Marketing in Social MediaRacepoint Global
 
Slide Share Presentation For Interview
Slide Share Presentation For InterviewSlide Share Presentation For Interview
Slide Share Presentation For InterviewJenny Hedges
 
Case Study: Google 2012
Case Study: Google 2012Case Study: Google 2012
Case Study: Google 2012Teresa Rothaar
 
Case Analysis - Google
Case Analysis - GoogleCase Analysis - Google
Case Analysis - GoogleLance Shields
 
Build an enterprise social collaboration strategy
Build an enterprise social collaboration strategyBuild an enterprise social collaboration strategy
Build an enterprise social collaboration strategyInfo-Tech Research Group
 
Socially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impactSocially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impactAmanda Snyder
 
Case Study Analysis Of Google
Case Study Analysis Of GoogleCase Study Analysis Of Google
Case Study Analysis Of Googleabnguyen28
 
Customer Profile for Google Inc.
Customer Profile for Google Inc.Customer Profile for Google Inc.
Customer Profile for Google Inc.abail019
 
Sum t wp_7cs_social_learning
Sum t wp_7cs_social_learningSum t wp_7cs_social_learning
Sum t wp_7cs_social_learningSumTotal
 
Challenges of Small Businesses in using Digital Platforms for Promoting their...
Challenges of Small Businesses in using Digital Platforms for Promoting their...Challenges of Small Businesses in using Digital Platforms for Promoting their...
Challenges of Small Businesses in using Digital Platforms for Promoting their...IJAEMSJORNAL
 
20131021 Lavacon keynote - Who are today's and future's content professionals...
20131021 Lavacon keynote - Who are today's and future's content professionals...20131021 Lavacon keynote - Who are today's and future's content professionals...
20131021 Lavacon keynote - Who are today's and future's content professionals...Kapil Verma
 
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise StrategyWeb 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise StrategyGerardo A Dada
 

What's hot (20)

How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...
How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...
How Gamification Can Help You Generate Ideas, Improve Product Design and Incr...
 
Google case study-incisive indore
Google case study-incisive indoreGoogle case study-incisive indore
Google case study-incisive indore
 
Social Media Integration Survey
Social Media Integration SurveySocial Media Integration Survey
Social Media Integration Survey
 
Connections Customer Use Cases Summary
Connections Customer Use Cases SummaryConnections Customer Use Cases Summary
Connections Customer Use Cases Summary
 
Googlenomics - An economic analysis of Google’s Innovation
Googlenomics - An economic analysis of Google’s InnovationGooglenomics - An economic analysis of Google’s Innovation
Googlenomics - An economic analysis of Google’s Innovation
 
GEN 2015
GEN 2015GEN 2015
GEN 2015
 
Enterprise Collaboration Strategy & Implementation
Enterprise Collaboration Strategy & ImplementationEnterprise Collaboration Strategy & Implementation
Enterprise Collaboration Strategy & Implementation
 
B2B Technology Marketing in Social Media
B2B Technology Marketing in Social MediaB2B Technology Marketing in Social Media
B2B Technology Marketing in Social Media
 
Slide Share Presentation For Interview
Slide Share Presentation For InterviewSlide Share Presentation For Interview
Slide Share Presentation For Interview
 
Case Study: Google 2012
Case Study: Google 2012Case Study: Google 2012
Case Study: Google 2012
 
Case Analysis - Google
Case Analysis - GoogleCase Analysis - Google
Case Analysis - Google
 
Build an enterprise social collaboration strategy
Build an enterprise social collaboration strategyBuild an enterprise social collaboration strategy
Build an enterprise social collaboration strategy
 
Socially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impactSocially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impact
 
Case Study Analysis Of Google
Case Study Analysis Of GoogleCase Study Analysis Of Google
Case Study Analysis Of Google
 
Customer Profile for Google Inc.
Customer Profile for Google Inc.Customer Profile for Google Inc.
Customer Profile for Google Inc.
 
Sum t wp_7cs_social_learning
Sum t wp_7cs_social_learningSum t wp_7cs_social_learning
Sum t wp_7cs_social_learning
 
Challenges of Small Businesses in using Digital Platforms for Promoting their...
Challenges of Small Businesses in using Digital Platforms for Promoting their...Challenges of Small Businesses in using Digital Platforms for Promoting their...
Challenges of Small Businesses in using Digital Platforms for Promoting their...
 
Burn The Ships
Burn The ShipsBurn The Ships
Burn The Ships
 
20131021 Lavacon keynote - Who are today's and future's content professionals...
20131021 Lavacon keynote - Who are today's and future's content professionals...20131021 Lavacon keynote - Who are today's and future's content professionals...
20131021 Lavacon keynote - Who are today's and future's content professionals...
 
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise StrategyWeb 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
Web 2.0 - Social Media Trilogy - Vital Components for an Enterprise Strategy
 

Similar to aligning social media with business strategy

Revenue strategies for social businesses
Revenue strategies for social businessesRevenue strategies for social businesses
Revenue strategies for social businessesAbhishek Nayak
 
Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media
Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social MediaWeb 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media
Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Mediaconoconnell
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketingguest0a20a01c
 
ED Sol So Me Webinar 09 10 09 Final
ED Sol So Me Webinar  09 10 09 FinalED Sol So Me Webinar  09 10 09 Final
ED Sol So Me Webinar 09 10 09 FinalMark James
 
Web 2 0 Presentation
Web 2 0 PresentationWeb 2 0 Presentation
Web 2 0 PresentationEnnova Inc.
 
What Is Enterprise 2.0 - From WTF To FTW
What Is Enterprise 2.0 - From WTF To FTWWhat Is Enterprise 2.0 - From WTF To FTW
What Is Enterprise 2.0 - From WTF To FTWDavid Terrar
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
Social Media Monitoring Oct 09
Social Media Monitoring Oct 09Social Media Monitoring Oct 09
Social Media Monitoring Oct 09Hardy Alexander
 
Building a Culture of Experimentation at HP
Building a Culture of Experimentation at HPBuilding a Culture of Experimentation at HP
Building a Culture of Experimentation at HPOptimizely
 
Winnovation Network Introduction (3)
Winnovation Network Introduction (3)Winnovation Network Introduction (3)
Winnovation Network Introduction (3)Olof Nordenstam
 
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For CustomersCitrix Social Media Strategy For Customers
Citrix Social Media Strategy For CustomersMatSpar
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...BrightEdge Technologies
 
Software Engineering: Designing a Better Experience for Communications, Media...
Software Engineering: Designing a Better Experience for Communications, Media...Software Engineering: Designing a Better Experience for Communications, Media...
Software Engineering: Designing a Better Experience for Communications, Media...Cognizant
 
2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise7Summits
 
Unlocking Social CRM for your Organisation (Keynote)
Unlocking Social CRM for your Organisation (Keynote)Unlocking Social CRM for your Organisation (Keynote)
Unlocking Social CRM for your Organisation (Keynote)Joakim Nilsson
 
How Social CRM Can Help Address Changing Consumer Demands
How Social CRM Can Help Address Changing Consumer DemandsHow Social CRM Can Help Address Changing Consumer Demands
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
 
Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009ComputerMarketResearch
 
Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009CMR.bz
 
Social Media Strategy For Business - PixelMEDIA
Social Media Strategy For Business - PixelMEDIASocial Media Strategy For Business - PixelMEDIA
Social Media Strategy For Business - PixelMEDIAPixelMEDIA
 

Similar to aligning social media with business strategy (20)

Revenue strategies for social businesses
Revenue strategies for social businessesRevenue strategies for social businesses
Revenue strategies for social businesses
 
Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media
Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social MediaWeb 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media
Web 2.0 2010 - Navigating the Risks and Reaping the Rewards of Social Media
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
ED Sol So Me Webinar 09 10 09 Final
ED Sol So Me Webinar  09 10 09 FinalED Sol So Me Webinar  09 10 09 Final
ED Sol So Me Webinar 09 10 09 Final
 
Web 2 0 Presentation
Web 2 0 PresentationWeb 2 0 Presentation
Web 2 0 Presentation
 
What Is Enterprise 2.0 - From WTF To FTW
What Is Enterprise 2.0 - From WTF To FTWWhat Is Enterprise 2.0 - From WTF To FTW
What Is Enterprise 2.0 - From WTF To FTW
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Social Media Monitoring Oct 09
Social Media Monitoring Oct 09Social Media Monitoring Oct 09
Social Media Monitoring Oct 09
 
Building a Culture of Experimentation at HP
Building a Culture of Experimentation at HPBuilding a Culture of Experimentation at HP
Building a Culture of Experimentation at HP
 
Winnovation Network Introduction (3)
Winnovation Network Introduction (3)Winnovation Network Introduction (3)
Winnovation Network Introduction (3)
 
Citrix Social Media Strategy For Customers
Citrix Social Media Strategy For CustomersCitrix Social Media Strategy For Customers
Citrix Social Media Strategy For Customers
 
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmain...
 
Software Engineering: Designing a Better Experience for Communications, Media...
Software Engineering: Designing a Better Experience for Communications, Media...Software Engineering: Designing a Better Experience for Communications, Media...
Software Engineering: Designing a Better Experience for Communications, Media...
 
2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise
 
Unlocking Social CRM for your Organisation (Keynote)
Unlocking Social CRM for your Organisation (Keynote)Unlocking Social CRM for your Organisation (Keynote)
Unlocking Social CRM for your Organisation (Keynote)
 
CIO Pulse Sept 2008
CIO Pulse Sept 2008CIO Pulse Sept 2008
CIO Pulse Sept 2008
 
How Social CRM Can Help Address Changing Consumer Demands
How Social CRM Can Help Address Changing Consumer DemandsHow Social CRM Can Help Address Changing Consumer Demands
How Social CRM Can Help Address Changing Consumer Demands
 
Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009
 
Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009Channels Of The Future Presentation May 6,2009
Channels Of The Future Presentation May 6,2009
 
Social Media Strategy For Business - PixelMEDIA
Social Media Strategy For Business - PixelMEDIASocial Media Strategy For Business - PixelMEDIA
Social Media Strategy For Business - PixelMEDIA
 

More from dllavoy

First, lets keep more people from becoming radicalized.
First, lets keep more people from becoming radicalized.First, lets keep more people from becoming radicalized.
First, lets keep more people from becoming radicalized.dllavoy
 
Narrative Warfare Nyu guest lecture2020
Narrative Warfare Nyu guest lecture2020Narrative Warfare Nyu guest lecture2020
Narrative Warfare Nyu guest lecture2020dllavoy
 
Narrative Warfare, Marketing and A plan to go forward
Narrative Warfare, Marketing and A plan to go forwardNarrative Warfare, Marketing and A plan to go forward
Narrative Warfare, Marketing and A plan to go forwarddllavoy
 
What is Vote By Mail?
What is Vote By Mail?What is Vote By Mail?
What is Vote By Mail?dllavoy
 
Gilbane narrative workshop 2019
Gilbane narrative workshop 2019Gilbane narrative workshop 2019
Gilbane narrative workshop 2019dllavoy
 
Lavoy on narratives marketo marketing nation 2017 - f inal-b
Lavoy on narratives   marketo marketing nation 2017 - f inal-bLavoy on narratives   marketo marketing nation 2017 - f inal-b
Lavoy on narratives marketo marketing nation 2017 - f inal-bdllavoy
 
Power of Narrative
Power of NarrativePower of Narrative
Power of Narrativedllavoy
 
DX Leaders Webinar: Narrative leadership
DX Leaders Webinar: Narrative leadershipDX Leaders Webinar: Narrative leadership
DX Leaders Webinar: Narrative leadershipdllavoy
 
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016dllavoy
 
Candidates' narrative strength - COMPLETE
Candidates' narrative strength - COMPLETECandidates' narrative strength - COMPLETE
Candidates' narrative strength - COMPLETEdllavoy
 
Candidates' narrative strength part 2
Candidates' narrative strength   part 2Candidates' narrative strength   part 2
Candidates' narrative strength part 2dllavoy
 
Candidates' narrative strength
Candidates' narrative strengthCandidates' narrative strength
Candidates' narrative strengthdllavoy
 
Employee engagement isn't patronizing gilbane jostle slides-final
Employee engagement isn't patronizing gilbane jostle slides-finalEmployee engagement isn't patronizing gilbane jostle slides-final
Employee engagement isn't patronizing gilbane jostle slides-finaldllavoy
 
Four things that engage employees iabc-jostle webinar
Four things that engage employees   iabc-jostle webinarFour things that engage employees   iabc-jostle webinar
Four things that engage employees iabc-jostle webinardllavoy
 
DX Summit Workshop: Building a stronger narrative.
DX Summit Workshop: Building a stronger narrative.DX Summit Workshop: Building a stronger narrative.
DX Summit Workshop: Building a stronger narrative.dllavoy
 
Valentine - what lucy can teach us about Employee Engagement
Valentine - what lucy can teach us about Employee EngagementValentine - what lucy can teach us about Employee Engagement
Valentine - what lucy can teach us about Employee Engagementdllavoy
 
95% of your digital marketing spend is wasted. Here's how to fix it.
95% of your digital marketing spend is wasted. Here's how to fix it.95% of your digital marketing spend is wasted. Here's how to fix it.
95% of your digital marketing spend is wasted. Here's how to fix it.dllavoy
 
Campaigns as patterns
Campaigns as patternsCampaigns as patterns
Campaigns as patternsdllavoy
 
Campaigns as patterns
Campaigns as patternsCampaigns as patterns
Campaigns as patternsdllavoy
 
Jsb slides opentext2 2up
Jsb slides opentext2 2upJsb slides opentext2 2up
Jsb slides opentext2 2updllavoy
 

More from dllavoy (20)

First, lets keep more people from becoming radicalized.
First, lets keep more people from becoming radicalized.First, lets keep more people from becoming radicalized.
First, lets keep more people from becoming radicalized.
 
Narrative Warfare Nyu guest lecture2020
Narrative Warfare Nyu guest lecture2020Narrative Warfare Nyu guest lecture2020
Narrative Warfare Nyu guest lecture2020
 
Narrative Warfare, Marketing and A plan to go forward
Narrative Warfare, Marketing and A plan to go forwardNarrative Warfare, Marketing and A plan to go forward
Narrative Warfare, Marketing and A plan to go forward
 
What is Vote By Mail?
What is Vote By Mail?What is Vote By Mail?
What is Vote By Mail?
 
Gilbane narrative workshop 2019
Gilbane narrative workshop 2019Gilbane narrative workshop 2019
Gilbane narrative workshop 2019
 
Lavoy on narratives marketo marketing nation 2017 - f inal-b
Lavoy on narratives   marketo marketing nation 2017 - f inal-bLavoy on narratives   marketo marketing nation 2017 - f inal-b
Lavoy on narratives marketo marketing nation 2017 - f inal-b
 
Power of Narrative
Power of NarrativePower of Narrative
Power of Narrative
 
DX Leaders Webinar: Narrative leadership
DX Leaders Webinar: Narrative leadershipDX Leaders Webinar: Narrative leadership
DX Leaders Webinar: Narrative leadership
 
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
 
Candidates' narrative strength - COMPLETE
Candidates' narrative strength - COMPLETECandidates' narrative strength - COMPLETE
Candidates' narrative strength - COMPLETE
 
Candidates' narrative strength part 2
Candidates' narrative strength   part 2Candidates' narrative strength   part 2
Candidates' narrative strength part 2
 
Candidates' narrative strength
Candidates' narrative strengthCandidates' narrative strength
Candidates' narrative strength
 
Employee engagement isn't patronizing gilbane jostle slides-final
Employee engagement isn't patronizing gilbane jostle slides-finalEmployee engagement isn't patronizing gilbane jostle slides-final
Employee engagement isn't patronizing gilbane jostle slides-final
 
Four things that engage employees iabc-jostle webinar
Four things that engage employees   iabc-jostle webinarFour things that engage employees   iabc-jostle webinar
Four things that engage employees iabc-jostle webinar
 
DX Summit Workshop: Building a stronger narrative.
DX Summit Workshop: Building a stronger narrative.DX Summit Workshop: Building a stronger narrative.
DX Summit Workshop: Building a stronger narrative.
 
Valentine - what lucy can teach us about Employee Engagement
Valentine - what lucy can teach us about Employee EngagementValentine - what lucy can teach us about Employee Engagement
Valentine - what lucy can teach us about Employee Engagement
 
95% of your digital marketing spend is wasted. Here's how to fix it.
95% of your digital marketing spend is wasted. Here's how to fix it.95% of your digital marketing spend is wasted. Here's how to fix it.
95% of your digital marketing spend is wasted. Here's how to fix it.
 
Campaigns as patterns
Campaigns as patternsCampaigns as patterns
Campaigns as patterns
 
Campaigns as patterns
Campaigns as patternsCampaigns as patterns
Campaigns as patterns
 
Jsb slides opentext2 2up
Jsb slides opentext2 2upJsb slides opentext2 2up
Jsb slides opentext2 2up
 

Recently uploaded

14680-51-4.pdf Good quality CAS Good quality CAS
14680-51-4.pdf  Good  quality CAS Good  quality CAS14680-51-4.pdf  Good  quality CAS Good  quality CAS
14680-51-4.pdf Good quality CAS Good quality CAScathy664059
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh JiPsychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh Jiastral oracle
 
Types of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfTypes of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfASGITConsulting
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansNugget Global
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOne Monitar
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersPeter Horsten
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxRich Reba
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreNZSG
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfShashank Mehta
 
20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdfChris Skinner
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterJamesConcepcion7
 

Recently uploaded (20)

14680-51-4.pdf Good quality CAS Good quality CAS
14680-51-4.pdf  Good  quality CAS Good  quality CAS14680-51-4.pdf  Good  quality CAS Good  quality CAS
14680-51-4.pdf Good quality CAS Good quality CAS
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh JiPsychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
 
Types of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfTypes of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdf
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business Loans
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Authentically Social - presented by Corey Perlman
Authentically Social - presented by Corey PerlmanAuthentically Social - presented by Corey Perlman
Authentically Social - presented by Corey Perlman
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exporters
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors Data
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptx
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource Centre
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
 
20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
WAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdfWAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdf
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare Newsletter
 

aligning social media with business strategy

  • 1. Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 1 Aligning Social Media Investments with Business Strategy Driving Business results Debra Louison Lavoy Director, Product Marketing November 17, 2009
  • 2. Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 2
  • 3. Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 3
  • 4. 3 Points We’re after business results. Web 2.0 is just part of the toolkit. Goal setting, planning and measurement are critical to success Invest in human, business and technical capabilities that can grow with you.
  • 5. Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 5
  • 6. Opportunities And they can listen and share with you And with each other When you can listen carefully to people
  • 7. Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 7 Opportunities
  • 8. Opportunities Your customers are already there
  • 9. Opportunities Make a difference
  • 10. "The purpose of an organization is to enable ordinary humans beings to do extraordinary things." Peter Drucker Management: Tasks, Responsibilities, Practices Chapter 28, The Spirit of Performance, p. 361 (1974)
  • 11. Opportunities Copyright © Open Text Corporation. All rights reserved. Slide 11
  • 12.
  • 13. Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester)
  • 14. Forrester reported that customers report good experiences in forums more than twice as often as they do via calls or mail.
  • 15. Ebay found that participants in online communities spend 54% more than non-community users.
  • 16. Dell just passed $3MM in overall sales direct from its twitter accounts.Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 12
  • 17. 50 top tweeted brands on 11/16 Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 13
  • 18. Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 14
  • 19. Social media is not a strategy, it is a means to an end
  • 20.
  • 24. SalesCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 16
  • 25.
  • 28. Understand CustomersCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 17
  • 29.
  • 30. Your site is the end, not the beginning of the process
  • 35. Relevant Blogs (other people’s)
  • 36. Monitoring toolsCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 18
  • 37.
  • 41. Conversion rateCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 19
  • 42.
  • 45. FeedbackCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 20
  • 46.
  • 50. Follow-on salesCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 21
  • 51.
  • 55. Your Blogs, as well as theirs
  • 56. Monitoring ToolsCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 22
  • 57.
  • 60. Positive mentionsCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 23
  • 61.
  • 62. Information and resource sharing
  • 64. Problem SolvingCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 24
  • 65.
  • 68. Problem SolvingCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 25
  • 69.
  • 72. Custom CommunitiesCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 26
  • 73.
  • 76. Number of partners
  • 77. Partner offeringCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 27
  • 78.
  • 83. Increased CapabilitiesCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 28
  • 84.
  • 85. Leverage Collective Intelligence
  • 87. Market impactCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 29
  • 88.
  • 93. MicrobloggingCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 30
  • 94.
  • 95. Time spent in meetings
  • 96. Number of projects completed
  • 98. New Hire time to productivity
  • 102. Employee satisfactionCopyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 31
  • 103. Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 32
  • 104. Tools Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 33
  • 105. One-offs can quickly grow out of control $100k $100k $100k $100k $100k $100k Social Microsites User Generated Site Company Websites v v Wastes money Disconnected user experience, no synergies (MySears example) No profile, content, metric or customer intelligence shared across sites Orphan communities Niche Sites Social Extranets Social Intranet
  • 106. Integrate social and traditional content Contextually-relevant information i.e. finding a recipe on MarthaStewart.com or answering a product question Project-based information Information stored in social repositories versus traditional business documents Privacy, access and retention policies Community-enriched content Ratings, comments and reviews Transparent contributions Recommendations
  • 107. Choosing technology Look for an integrated set of social media capabilities Wikis, forums, blogs, ideas, events, ratings, comments, etc. That will grow with you Make sure modules are available as your social strategy evolves Integrated analytics and user profile management And integrate with your Web Capabilities UI, navigation, user experience consistent with customer expectations Opportunity to integrate content from other sources and social content (i.e. recipe story) And integrate with your content management system Document and records management, governance and compliance And don’t forget your Media Strategy Images, video, podcasts, webcasts, powerpoints….
  • 108. Choosing technology Compliance and governance monitoring Integration with content/records management Black listed words and other business rules Ensure the system can alert you
  • 109. Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 38
  • 110. Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 39 1 Build a Business Communication strategy 2 Include the right social media efforts 3 Measure results
  • 111. Aim to create an integrated user experience Social Marketing is part of MARKETING Social Customer Service is part of SERVICE Partner Collaboration is part of PARTNERSHIP PROGRAMS Integrate social and “traditional” experiences
  • 112. Lack of Social Media Maturity
  • 113. Plan to learn Plan for Mistakes Prevention: Clear, simple policies and procedures Mitigation:What will you do when they happen Plan for Failure Start small, fail fast, try again Plan for success You achieve what you measure. You can’t improve what you don’t measure. Develop Capabilities Growth strategy
  • 114.
  • 116. Plans for both positive and negative responsesCopyright © Open Text Corporation. All rights reserved. Slide 43
  • 117. Agenda Opportunities How does web 2.0 create new opportunities? Goals What kind of business challenges can be addressed? Tools What kind of tools help with what kind of goals Planning Integration, Expectations, Measurement Best Practices Culture, technology, process, capability Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 44
  • 118. Ask Questions In person In blogs In “communities”/shared workspaces Acknowledge what you don’t know Acknowledge problems
  • 119. Fostering candor Demonstrate listening Authenticity and humility Go looking for trouble Think about the relative risks of mistakes versus inaction
  • 120. Eliminating Fear Respect comes first Trust follows Be prepared for mistakes Recognize problems as opportunities Fail fast, fail small
  • 121. Best practices Assess real security and safety threats Be aware, not afraid Roles and responsibilities – who, when, how Social media strategist or community manager role But social media is not the job of one person Ensure integration into marketing, customer service, etc. Develop listening mechanisms .. and the process and empowerment to act &respond
  • 122. Copyright © Open Text Corporation. All rights reserved. Slide 49
  • 123. Investing $1 Billion into Content Innovation $1 Billion for Research 2,000 developers on average over the next five years Copyright © 2009 Open Text Corporation. All rights reserved. Slide 50
  • 124. Open Text enables Web 2.0 Media Social Web Social Networks Microblogging Wiki Forums RSS Blogs IM Ratings Communities Core Content Core ECM Content
  • 125. Engagement – Inside & Outside the Firewall Presentation Services Workplace Marketplace blog IM forum presence web experiences rich media tagging wiki Core Content Source Enterprise Process Services Enterprise Library Services
  • 126. 3 Points We’re after business results. Web 2.0 is just means to an end. Goals, planning and measurement are critical to success Invest in human, business and technical capabilities that can grow with you.
  • 127. Call me, beep me Twitter @Deb_Lavoy On Linked In/Facebook Debra Louison Lavoy Email: dlavoy@opentext.com
  • 128. outtakes Copyright © Open Text Corporation 2008 - 2009. All rights reserved. Slide 55
  • 129. Capability Maturity Model Initial– Processes, if they are defined at all, are ad hoc. Successes depend on individual heroics and are generally not repeatable. 2. Managed – Basic project management practices are established and the discipline is in place to repeat earlier successes with similar projects. 3. Defined – Processes are documented and standardized and all projects use approved, tailored versions of the standard processes. 4. Quantitatively Managed – The performance of processes and the quality of end-products are managed with quantitative measurement and analysis. 5. Optimizing – Continuous process improvement is enabled by quantitative feedback from the process and from piloting innovative ideas.

Editor's Notes

  1. Web 2.0 is Enriched Communication
  2. At current rates of growth, Open Text is projected to invest more than $1 Billion dollars in development over the next 5 years.This will involve the commitment of an average of more than 2,000 developers working on the Open Text ECM suite over the next 5 years
  3. Process Maturity and Capability Maturity Model IntegrationCapability Maturity Model Integration (CMMI), was developed by the Software Engineering Institute (SEI) at Carnegie Mellon University (http://www.sei.cmu.edu) in 1991 to help the Federal Government understand the capabilities of its software vendors and deal proactively with the problem of out-of-control software projects. It became and remains a best-practice software-development framework and its core ideas can help organizations of all kinds escape from, as Steve McConnell puts it in his software development bible Rapid Development (Microsoft Press, 1996), the Gilligan’s Island cycle of under-performing projects.CMM posits that organizations, or groups or processes within organizations, function at one of five levels of process maturity, with level 1 being the lowest or least mature level, and level 5 as the highest or most mature level.1. Initial – Processes, if they are defined at all, are ad hoc. Successes depend on individual heroics and are generally not repeatable.2. Managed – Basic project management practices are established and the discipline is in place to repeat earlier successes with similar projects.3. Defined – Processes are documented and standardized and all projects use approved, tailored versions of the standard processes.4. Quantitatively Managed – The performance of processes and the quality of end-products are managed with quantitative measurement and analysis.5. Optimizing – Continuous process improvement is enabled by quantitative feedback from the process and from piloting innovative ideas.