It’s time to look at the big picture – beyond starting a blog or getting your team on Twitter. To survive in these trying economic times, enterprises must adopt a trilogy of Web 2.0 fundamentals as part of their long-term communications objectives. This session leverages the experiences of some of the world’s most successful communities to help you develop a strategic vision for enterprise-oriented social media. Also included are several use cases that demonstrate the success of having organization-wide Web 2.0 technology and information on how Vignette is helping the world’s leading brands with their social media efforts. Takeaways include how Web 2.0 intersects with a broader online strategy, the social media success trilogy and how to integrate these fundamentals into your organization’s DNA.

1. The Social Media Trilogy
Three Vital Components for Building a
Successful Online Strategy
Gerardo A. Dada
Sr. Director, Product Marketing - Vignette
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2. Agenda
 Social Media Maturity Observations
 The social media Trilogy
1. Building a Social Media Strategy
2. Building a Community
3. Roadmap for success
About the Presenter
Gerardo A Dada is Senior Director of Product Marketing for Vignette. He has more than a decade of driving high-tech marketing with a
focus on the Web and social media experiences. Prior to joining Vignette, he served at Microsoft as director for worldwide developer
audience marketing and community. His responsibilities included managing the developer experience and loyalty and the Broad Customer
Connection initiative. He led the company’s community strategy across online and offline channels including blogs, forums, wikis, user
groups, influencers and content syndication. Prior to Microsoft Gerardo helped global organizations like Motorola, Sony Ericsson, Orange
and Vodafone build their developer and partner community strategy.
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3. Cluetrain Manifesto, 1999
“Markets are conversations. Their members communicate
in language that is natural, open, honest, direct, funny and
often shocking…the human voice is unmistakably
genuine... Corporate firewalls have kept smart employees
in and smart markets out. It's going to cause real pain to
tear those walls down. But the result will be a new kind of
conversation. And it will be the most exciting conversation
business has ever engaged in.”
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4. • Low Cost Marketing
Why • We have to Do it
• Getting Traction
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5. Only 12% would rate their Web 2.0 initiatives as Effective
Effectiveness of Web 2.0 initiatives
Ineffective
6%
Effective
12%
Somewhat
Ineffective
20%
Somewhat Neither Effective
Effective nor Ineffective
42% 20%
Source :Marketing Leadership Roundtable and the Corporate Executive Board :Trends in Social Media and
Web 2.0 during February of 2009
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6. Effectiveness raises question on measurement
 What are most effective things to do?
 Why they would use Web 2.0 and how to
measure effectiveness?
 How to set up the best Web 2.0 approach to
fit the company?
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7. 40 % of surveyed have no social media process or strategy in place.
Only 23% have a strategy document.
Social Media Elements in Place
Metrics tied to ROI
Dedicated Team
Moderation
Strategy document
0% 10% 20% 30% 40%
Source :Marketing Leadership Roundtable and the Corporate Executive Board :Trends in Social Media and
Web 2.0 during February of 2009
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8. What people are saying
“We view it as an immature medium, and
B2B social media is still nascent with many
we're waiting for more clarity before we
learnings. You need to experiment. “
make large investments. “
“All ideas are on the table and most ideas
are unknown.
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9. Evolution of Social Media
2007 2008 2009
Embrace
Why? Try
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10. 1. How do I Build a
Social Media Strategy?
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11. You should not build
a social media
strategy
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12. Social media Customer support
should support a Marketing Strategy
strategy
Product Development
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13. Social Media Driving Business Results
• Marketing
o Leads, engagement, conversion
• Corporate Communications & PR
o Listening, influence, awareness
• Customer Support
o Time to resolution, issues resolved - cost savings
• Human resources
o Ramp-Up, Time to productivity, retention
• Knowledge management
o Productivity, agility, efficiency
• Product Development
o Adoption and competitiveness
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14. And deliver an Integrated User
Experience
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15. Customer Expectations for the Web
Personal Multi-Channel Social Immersive
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16. While integrating “persuasive”
content with “community” content
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18. 2. How do I Build a Community?
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19. You can’t create a community.
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20. You can foster a community
Enhance it, grow it, promote it.
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21. Participate in a community
Fish where the fish are
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22. Communities vs. Tools
Personas
Professional Personal Gamer
Federated identity? Privacy and permissions
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23. Beyond Engaging Customers
Interactions Supported in Next 12
Social Media will be pervasive in
months
the modern organization,. 80%
70%
A tool to engage 60%
50%
40%
• Employees 30%
20%
• 10%
Partners 0%
Employee to Customer to Customer to
• Customers Employee Employee Customer
Series1 56% 71% 64%
Importance of Web 2.0 tools
Twitter lags behind other
Social Networking
social media tools and not one
Tags
tool stands out.
Ratings
The data shows that tools are
Forums
secondary.
Blogs
0.0 1.0 2.0 3.0 4.0 5.0 6.0
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24. So what is a
community?
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25. A community is a group of like-minded individuals
that interact with each other about the topics they
care about.
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26. What should you do?
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27. Understand what people are saying
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28. Content is King
The challenge is
to unlock the
value of your
Content.
Search
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29. A Rich and Engaging Social Experience
 Video
 Slides
 Photos
 Podcasts
 Downloads
 Management and Delivery
• moderation
• Bandwidth, storage
• metadata, tags
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30. 3. How do I succeed in
Social Media?
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31. It’s about the people
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32. “Companies prosper when they tap
into a power that everyone of us
already has – the ability to reach
outside of ourselves and connect with
other people”
- Dev Patnaik, Wired to Care
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33. Social Media is a new way
of engaging and interacting
customers, partners and
employees supported by
technology
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34. This requires a mind-
shift and a new culture
• Transparency and Authenticity
• Participation, Listening and Acting
• Quantity and Quality of information
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35. 5 Steps to Success
1. People
2. Strategy
3. Measurement
4. Resourcing
5. Promotion
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36. 1. Get People On-Board
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37. 2. Develop a Strategy
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38. 3. Clear Goals and
Metrics
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39. 4. Resourcing
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40. 5. Promotion
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41. Marketing has led social media
deployments
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42. But now IT is jumping in
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43. What's next > Consolidation
Mobile
video Email
Search Ads
Social
Games
Networks
Single Platform
Websites eCommerce
Governance
Control
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44. Vignette can help
You can build all of your social media
applications for your intranet, extranet, and
www cases with one solution.
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45. About Vignette
• Founded 1995
• NASDAQ: VIGN
• Strong financial position
• Web Content Management
(WCM) Pioneer
• HQ: Austin, Texas
• 650+ employees worldwide
• Global client base that
includes about half of the
– North America – India
Fortune 100
– LATAM – APAC
– EMEA
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46. Web Experience Solutions
Experience Optimization
Rich Media and Video
Social
Web Content Intranet
Media
Management
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47. A solution both IT and Marketing embrace
• A complete solution provided by a single vendor
 Wikis, forums, blogs, ideas, events, ratings, comments, etc.
 Rich media: best in class end-to-end Video solution, podcasts, slides, photos
 Powerful and extensible search to unlock the value of content
 Optional Analytics and social search (Content recommendations)
• Personalized- dynamic, content-rich experience
Flexible presentation technology – Site Templates, customizable video player

Modular – over 100 standards-based portlets (JSR 286)

 Opportunity to integrate content from other sources
• A solid foundation for leveraging social media company-wide
 Mature and stable enterprise software vendor
Deployed over Intranet, extranet, internet – on premise or hosted (via partners)

 Security, governance, scalability, multi-site management, integration, 24x7 support
Proven solutions – half of the Fortune 100 rely o Vignette

 Works with your existing systems (i.e. LDAP)
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48. Vignette Community Services
Key Features
Enable visitors to enhance your existing
site with user generated content:
 Ratings
 Reviews
 Polls
 Tagging
 Comments
Includes
 Moderation and usage analysis
 Service Oriented Architecture
Business Value
• Help build consumer/customer loyalty and increase
site traffic by turning web sites into places where end
users can contribute and express themselves
• Out-of-box integration of User Generated Content
with Vignette Portal and Vignette Dynamic Site module
can help to reduce deployment costs and accelerate
time-to-value
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49. Vignette Community Applications
Key Features
Create a social site to foster a community
rich with interaction tools:
 Blogs, Wikis and Forums
 Ratings, Tags, Comments and Reviews
 Podcast, Photos, Slides
 Downloads – ringtones, backgrounds, etc.
 Idea management
 Event management and calendar
 Powerful Search Engine
 Vignette Video Services
 Analytics
 Social Search and Recommendations
* Video Services, analytics and recommendations are
licensed separately
A solid foundation to support a social media
strategy
o Rich presentation management framework
o Modular yet integrated
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50. Vignette Recommendations 7.1
Social Search with Vignette Recommendations
Vignette Recommendations Show most
Help users find the most popular content
valuable content with dynamic
personalization based on he
intelligence of like-minded peers
• Intent driven and adaptive
• Related Content
• Most related & useful content
• Endorsed by like minded peers
•Filters out low value content
•Category Most Popula
Business Value
• Increase engagement
• Supports all content types
including video
Recommendation are rendered on the
• Increased reach with Gadgets
site or on a standard widget
• Automated and powerful
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51. Vignette's Differentiated Business Value
• Single Vendor for web
experience solution
• Increase Traffic, Sales, and
Customer Retention by
providing a personalized dynamic SN
content rich experience. Com
UGC
• Save Money and Transaction
Costs through social media
consolidation
Vignette
• Increase Adoption and Lower
Management Costs through
portal, social, and knowledge
management consolidation
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52. Vignette delivers the Web’s most dynamic user experiences.
The Vignette Web Experience brings rich media and engaging
content to life, powering the world’s greatest brands.
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53. Questions
Visit Us
Booth
211 Thank You
gdada@vignette.com Twitter: @gerardodada
http://techmktg.wordpress.com/ http://www.linkedin.com/in/gdada
Dirk Shaw, Social Media Strategist
http://www.dirkshaw.blogspot.com/ Twitter: @dirkmshaw
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