Communities With Social Business Collaboration Software!


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This is my presentation at 2011 Winter ProductCamp - Austin. It is really possible to own your own community and move off a Facebook Fan Page. I really appreciate Acquia giving me permission to use some of their slides for this presentation.

Elizabeth Quintanilla

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  • Most die-hard fans are simply looking for people who share in their interests. Help them come together with events, online groups, email lists -- anything that makes it easy for them to meet one another. Once you've made the meet-up possible (online or off), you can get out of the way and let them do the talking.
  • Look for opportunities to involve all of your fans -- even the crazy, "weird," or fanatical ones. Brands sometimes get caught off guard when a group of fans develop outside of their traditional target market or get really attached to their marketing or mascots. Great marketers find opportunities to channel this enthusiasm into ongoing fan feedback, new fan groups, or to launch products focusing on their demographic. Firing the customers you can't possibly please gives you the bandwidth and resources to coddle the ones that truly deserve your attention and repay you with referrals, applause and loyalty.
  • the lines between our public, private and work personas – both as individuals and as organizationsindividuals – boundaries between twitter, linkedin, facebook, participation in public forums – organizations – customer service – traditional (ticketing systems), social (customer service communities) and transparent (fielding customer complaints via twitter).no longer are large portions of your enterprise “locked” behind the firewall - everyone in your organization is now a marketer – they represent your company / your brandThis collision is producing an explosion in content, offering both an opportunity and an issue at the same time
  • why has their importance increased?Certainly – grassroots adoption of social technologies has demonstrated again that emergent technologies can bring productivity and business benefits to the enterprise.Social collaboration tools offer the opportunity to extend collaboration beyond the intranet – to connect diverse business ecosystems to build deeper relationships and speed people-centric processes. I will show you Customer service communities, partner and supplier communities, product development communities – social collaboration features are providing the technical foundation for emergent behaviors to improve business agility and create new value. (P&G Supplier portal, JackBe Community)Social publishing tools compliment this by providing a mix of content and community capabiliites to engage communities. The trend towards consumerization of IT applications is powering this – our experience as individuals using tools like Flickr, YouTube, and similar tools is translating to new ideas on how individuals can bring these use cases into the enterprise to reduce costs and improve inefficient processes. Video portals for sales & field training (sun microsystems) to Open Legislation initiatives in the New York Senate are examples of organizations to tap into the power of collective behavior to drive business value.
  • The primary objective was to architect it to be a STRATEGIC COMMUNICATIONS TOOL used by all levels of Management. Major functionality differences to support this are-PERSONALIZATION & TARGETED INFORMATION– Depending on their role in the company and location a user sees personalized content e.g. a RETAIL Rep might see Sales related information while a MARKETING employee might see the latest product information and News for their AreaINSTANT ACCESS TO TOOLS - All employee related tools such as Schedule, Stats, Alerts, Email, Calendar, HR to do’s etc. are right on the front page.EMPLOYEE ENGAGEMENT –Commenting and Rating capabilities encourage employees to provide direct feedback and be engaged. A built in RSS reader aggregates information.MULTIMEDIA – Video and Audio content elevates the communications from a text based communications platform.
  • B2C / consumer setting – providing tools to engage with your biggest fans, deepening their relationship with your brand.wrap here - examples of new types of communities & collaboration – not narrowly defined.typically collaboration means project – beyond the firewall and beyond projects
  • Unilever has built a consumer community in France, targeting home makers with games and coupons. By personalizing the coupons, they’re also able to get a 360 degree view of their customer, from the collection of the coupon to their use of it in a retail store. This has increased Unilever’s customer understanding, optimizing marketing programs and increasing sales.
  • In a quick look at a before and after scenario, let’s examine the US Federal Communications Commission’s site for citizen communications. The before was a static site, with news feeds and links to other pages and sites.
  • The “after” site is much more community engagement oriented. It retains the news feeds, but adds forums and blogs for feedback. Topics can be voted on to show relative importance.
  • B2C / consumer setting – providing tools to engage with your biggest fans, deepening their relationship with your brand.wrap here - examples of new types of communities & collaboration – not narrowly defined.typically collaboration means project – beyond the firewall and beyond projects
  • It’s been extremely successful, with 95% of the content contributed by Symantec partners and customers.
  • Symantec has built an extensive customer support portal with Drupal, dramatically improving customer satisfaction while dramatically lowering support costs. They’ve adopted a “Find, Share, Earn” paradigm, allowing community members themselves to earn kudos (and more) by sharing solutions to issues encountered by other community members.
  • It’s a framework to enable and reward customers – often the biggest champions for your products – to support and assist other customers. business impact – reduce your support costs, while increasing customer satisfaction for both partiesintrinsic rewards (doing good for others) and explicit rewards (public recognition, status, earn rewards)another benefit – recruitment tool to identify new employees – based on both their experience with your products and their public facing demeanor – how they interact with others
  • Taking the idea one step further, the UK Government has introduced an ideation community to help create innovative ways for the private sector to utilize the massive amounts of data that is collected. Part of an “open data” initiative, the hope is that innovation in government … and the private sector could be fueled by new uses of the data.
  • building value in your partner ecosystem – enablement, training, - in a scalable manner, reducing partner costseliminate communication friction between partner & internal R&D org – direct connection builds relationships, improves processes and products – improving speed to market
  • building value in your partner ecosystem – enablement, training, - in a scalable manner, reducing partner costseliminate communication friction between partner & internal R&D org – direct connection builds relationships, improves processes and products – improving speed to market
  • Ten years ago, most organizations had one or perhaps a small handful of web sites . In today’s world, several Global 2000 companies have tens of thousands, while most have hundreds or thousands. They fall into a variety of categories, a few large sites and tons of small and micro-sites.
  • Traditionally, internal and external sites were viewed differently, but the blurring of the social enterprise’s personas demands changes to that thinking.
  • A new product category is emerging that combines the capabilities of social collaboration systems and traditional web content management systems …. social publishingDrupal is the leading enterprise social publishing system, a powerful application framework to enable organizations to build a diverse range of social publishing applications.
  • Communities With Social Business Collaboration Software!

    1. 1. Communities With Social Business Collaboration Software!You can own your community!<br />Elizabeth Quintanilla - @equintanilla<br />With Content Provided By: <br />
    2. 2.
    3. 3. Sea of Shared Knowledge<br /> I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friendshave seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.<br />Tim Berners-Lee (1995 @MIT)<br />
    4. 4. Community and Strangers<br />Community: Group of people with a shared interest, purpose, or goal, who get to know each other better over time. <br />Not an organization that delivers content to particular group<br />Stranger: A person that I have not met previously<br />
    5. 5. Help <br />People Come Together!<br />
    6. 6. Community is …<br /><ul><li> Communities form to achieve something that can be accomplished that can’t as individual members
    7. 7. Make it easy for members to talk with each other
    8. 8. Authentic members create the positive community experience
    9. 9. Listen and Respond – not just a fan or a silent lurker
    10. 10. 5 Cs of Community: Content, Context, Connectivity, Continuity, and Collaboration. </li></li></ul><li> Embrace <br /> Weird <br /> People!<br />Find your <br />Brand Advocates! <br />
    11. 11.
    12. 12. Are You Fostering A Great Community?<br />
    13. 13.
    14. 14.
    15. 15.
    16. 16. IDC research director, enterprise collaboration and social solutions, Erin Traudt," says that, to determine social business ROI, “organizations must consider why their customers and/or employees are using social software and understand the cost/benefit impact related to people, process, and technology."<br />
    17. 17.
    18. 18. Social worlds colliding within the enterprise<br />
    19. 19. Community CollaborationThe Intranet and Beyond<br /><ul><li>Collaborative Intranet
    20. 20. Customer support communities
    21. 21. Consumer Communities
    22. 22. Ideation communities
    23. 23. Fan / audience communities</li></li></ul><li>HOW TO: Create a World-Class Online Community for Your Business<br />1. Identify Business Objectives<br />“When you look at a very successful community, what made those communities successful was that the businesses were accomplishing their objectives — support, for example — but the members of those communities were also accomplishing their objectives — finding the answer to their question and also connecting with other members who shared the interests and passions,”<br />2. Emphasize Being Personal<br />3. Create a Culture of Belonging<br />4. Be a Source of Relevant Content<br />5. Leverage the Wisdom of the Crowd<br />6. Highlight Influential Members<br />7. Reward Members in Pixels, Not Pennies<br />8. Establish and Enforce Guidelines<br />9. Give Members Privileges<br />
    24. 24. Why I Don't Use Facebook   By: John C. Dvorak01.13.2011<br />Facebook is basically AOL with a different layout and all the same retro problems. People are always baffled by the fact that I don't use Facebook. I don't care much about Facebook any more than I cared about MySpace and LiveJournal before it. In almost every way, these subsystems are too retro for my taste. <br />Let me explain. <br />The world began with online services like the Source and Compuserve. They then evolved into a myriad of BBS systems and then AOL was created. AOL became the kingpin and along came the Internet. The Internet had the versatility that no other system had—you could do whatever you wanted with it. You could start a website about your cat. You could do a storefront. You could do anything that came into your head. <br />A lot of people still preferred the warm and cozy confines of AOL, and it continued to exist until it was clear that its growth was over. It then zigged and zagged in all the wrong ways. I concluded that AOL should have evolved into a MySpace-like system and then into Facebook. <br />Facebook is actually the logical end-point of what AOL should have become. AOL had some web initiatives, such as Geocities or Hometown, which could have easily morphed into Facebook, but it didn't. It could have made the transition rather easily. I can't find anyone who argues with this premise. <br />If AOL had become what Facebook is now, would I use it? No, not really. <br />Facebook is retro because, like AOL, it's retro by its nature. It's a closed system. Some people like a closed comfy system and others don't. I, for one, don't. If I want a personal webpage with all sorts of information about myself, I'll go to and make one. By doing this, I don't turn over any data, control, or information to an onerous third party to sell, use, or exploit. I can close down the site when I want. I can say what I want. I can pretty much do whatever. <br />If I am the least bit worried, I can use my various providers or other services to post a WordPress blog right from my own server. None of this is possible with Facebook. It wasn't possible with AOL either. <br />Which begs the question as to why anyone would use Facebook when it is essentially AOL done right? The fastest growing group on Facebook are people in their 70's. Oldsters are flocking to Facebook the way they once did with AOL. Facebook is a simple system for the masses that do not really care about technology and do not want to learn anything new except something easy like Facebook. <br />Whenever someone tells me to check out something on Facebook, I recall the heyday of AOL with its keywords. "Go to the Internet at or AOL keyword: blah." This was a common comment on the nightly news or in magazines. The AOL keyword is replaced by the Facebook page name. <br />There is no reason for anyone with any chops online to be remotely involved with Facebook, except to peruse it for lost relatives. So, next time you log on, remember it's really AOL with a different layout. <br />
    25. 25. Why Move Away from Facebook…..<br />Expand Online Conversations !!!<br />Allow partners/customers to self-organize around interest areas to ask organization questions and discuss service/product recommendations<br />Leverage community as real time focus groups to get <br /><ul><li>Market Sentiment
    26. 26. Improve Customer Service
    27. 27. Drive Product Development
    28. 28. Enlisting Feedback</li></li></ul><li>
    29. 29. Social Agility Driving Business Value<br />
    30. 30. Community<br />Powered.<br />Innovation.<br />Benefits…..<br />
    31. 31. Extend organization’s conference value by ongoing access to presentations and video<br />Leverage opportunities to attract and retain customers<br />
    32. 32. Verizon Intranet<br />Personalized!<br />Tools<br />Learning<br />9<br />Communications blocks<br />Multimedia<br />eMail access<br />Feedback/ratings<br />Rotating banners<br />HR To Do’s<br />
    33. 33. Engaging the Customer<br />Create social authentic points of sale that members connect with product enthusiasts, build trusted networks, find reviews, engage in discussion, contribute content, and join a fan base<br />
    34. 34. Consumer Communities<br />Engage customers directly without making customer service more difficult<br />
    35. 35. USA FCC - Before<br />Allow partners/customers to self-organize around interest areas to ask organization questions and discuss service/product recommendations <br />
    36. 36. FCC - After<br />
    37. 37. Brand Audiences<br />
    38. 38. Sony Ericsson Labs<br />
    39. 39. Event Communities<br />
    40. 40. Customer Support Communities<br />Improve customer service and drive product development/service improvements by enlisting feedback <br />
    41. 41. Customer Support Communities<br />
    42. 42. Customers Supporting Customers<br />
    43. 43. Ideation Communities<br />
    44. 44. Novell<br />
    45. 45. Product Development Communities<br />
    46. 46. Product Development Communities<br />Proactively Explain Multiple product lines or complex products by engaging customers directly<br />
    47. 47. Atom Developer Community<br />Intel<br />
    48. 48. Drupal Commons In Action - High Tech<br />
    49. 49. Intranet<br />
    50. 50. Drupal Commons Deployed<br />
    51. 51. Citizen Communities<br />
    52. 52. Procurement Communities<br />
    53. 53. New York Senate<br />
    54. 54. Communities Provide Big Benefits<br />Accelerate innovation<br />Increase organizational IQ<br />Faster velocity via better knowledge capture & re-use<br />Build a better place to work<br />Accelerate innovation<br />Identify best areas for focus<br />Tap world-class expertise<br />Build brand image<br />Increase public knowledge<br />Internal Communities<br />External Communities<br />
    55. 55. Communities Evolve<br />Tools need to adapt with you<br />
    56. 56. Other sites<br />Product sites<br />Community sites<br />Marketing Microsites<br />Corp Site<br />Departmental Sites<br />Collaboration Intranet <br />Enterprise Web Infrastructure<br />External Websites<br />Internal Websites<br />
    57. 57. Other sites<br />Product sites<br />Community sites<br />Marketing Microsites<br />Corp Site<br />Departmental Sites<br />Collaboration Intranet <br />Community Sites, Simplified<br />External Websites<br />Internal Websites<br />
    58. 58. Community Best Practices, Out-of-the-Box<br />Content and collaboration<br />People and relationships<br />Personalized user experience<br />Community management & analytics<br />
    59. 59. Drupal gives you many building choices<br />
    60. 60. But you reallyjust want this<br />
    61. 61. Built with Drupal & Community Best Practices<br />Intel<br />Drupal Commons<br />UK Gov<br />Sony<br />NY Senate<br />Symantec<br />
    62. 62. profiles / <br />friends<br />content<br />(micro)blogging<br />rich media<br />Social<br />Publishing<br />templates<br />UGC<br />workflow<br />analytics<br />taxonomy<br />groups<br />share<br />social<br />tagging<br />Community Powered. Innovation.<br />Drupal<br />
    63. 63. who’s using Drupal<br />
    64. 64. Drupal Commons Social Business Software<br />Ready-to-use Drupal solution for social business sites<br />For either Internal and external communities -or both<br />Retains Drupal’s open, extensibility<br />
    65. 65. Enoughtalk!<br />Show<br />me<br />the<br />demo!<br />
    66. 66. Community-driven.<br />
    67. 67. Freedom<br />To let your community grow<br />To adapt & extend<br />From software license costs<br />