This document discusses the concept of Enterprise 2.0, which uses social media and online communities to transform organizations. It outlines the benefits of internal and external communities for employees, shareholders, and customers, such as increased productivity, reduced costs, higher innovation, and improved brand perception. Some challenges of adopting social media like resistance to change and lack of resources are also presented. The document provides solutions for helping employees embrace new technologies through communication, evangelism, motivation, and teaching new skills. It describes a step-by-step process for organizations to become a social enterprise and how communities can be used throughout the product development and marketing process.
In February 2009, Vignette conducted a survey of 200 marketing executives on the subject of Social Media. The organizations surveyed know they need to utilize Social Media on their Web sites, but most are unsure how to implement a strategy.
This presentation by Gerardo Dada, senior director of product marketing for Vignette, explores a summary of trends captured in the survey as well as a step-by-step guide to implementing a successful Social Media strategy in your organization. The presentation also includes discussion on the state of Social Media today, what Web 2.0 means for your business and key strategies for successfully implementing Social Media in your organization.
In February 2009, Vignette conducted a survey of 200 marketing executives on the subject of Social Media. The organizations surveyed know they need to utilize Social Media on their Web sites, but most are unsure how to implement a strategy.
This presentation by Gerardo Dada, senior director of product marketing for Vignette, explores a summary of trends captured in the survey as well as a step-by-step guide to implementing a successful Social Media strategy in your organization. The presentation also includes discussion on the state of Social Media today, what Web 2.0 means for your business and key strategies for successfully implementing Social Media in your organization.
Defense contractor CEOs who are active on social media can raise and shape their company’s profile, motivate employees, recruit top talent and build greater trust.
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization.
What this means for businesses is the time to embrace social media channels to reach customers and
prospects is now. And while social media marketing and communications is no small task to undertake,
there are six objectives every company should consider to have at the core of their social activity.
Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
Building a successful social media organization
This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
As more companies make the shift from traditional communication channels to new online and social mediums, there has been a noticeable increase in interest in public relations and social media activities from small businesses.
Defense contractor CEOs who are active on social media can raise and shape their company’s profile, motivate employees, recruit top talent and build greater trust.
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Chapter 3 is about building the foundation and kicks off section 2. I start off discussing the need to create a centralized editorial team that will responsible for driving change within the organization.
What this means for businesses is the time to embrace social media channels to reach customers and
prospects is now. And while social media marketing and communications is no small task to undertake,
there are six objectives every company should consider to have at the core of their social activity.
Webinar Australia: What you should know about Social Media for corporationsSociety3
“What you should know about
Social Media for corporations”
This introductory webinar gives you a comprehensive insight into Social Media for corporations:
1) Cross functional strategy for business improvements
2) More effective way to compete for mind-, and market share
3) Less expensive way to create a better customer experience
It is a 60 minute compressed presentation of our 2 month leadership class
Social Media in corporations - are you ready?:
What do you know about your customers in the social web?
Do you know what customers say about you and your brand?
Do you know how open your customer base is and therefore how vulnerable you are?
How do you identify and work with key influencer?
Are you ready if your competitors go after your customers in the social web?
Are you able to create a social media strategy?
Do you know how to leverage the social web for your support organization?
Do you have an idea about ROI and effectiveness of social media?
Do you know how to measure improvements and success in the social web?
Did you ever consider involving and leveraging your partners?
Did it occur to you that the social web may be ideal to compete for mindshare?
Do you have enough information to decide whether to ignore or engage?
Agenda/Content:
The Social Web from a corporate point of view
Assessing a company’s social presence
Social media as a cross functional model
Creating a social media strategy
Understanding reporting and analytics tools
Dealing with ROI, budget and resource planning
Developing an execution plan
Building a successful social media organization
This is not about tools and how to better use LinkedIn, Facebook, or Twitter. It is about developing and executing a social media strategy for a 500 or 5,000 employee organization and creating a better business experience for customers, prospects and partners.
Target Audience:
- Business professionals on all levels and all department across all industries.
- Social media consultants or consultants entering the social media space.
As more companies make the shift from traditional communication channels to new online and social mediums, there has been a noticeable increase in interest in public relations and social media activities from small businesses.
This presentation is the part 1 of 3 and addresses the challenges and opportunities of using social media internal and external communities to transform organizations into a more open enterprise.
Esitys sosiaalisen median hyödyntämisestä rekrytoinnin ja työnantajakuvan rakentamisen tukemisessa. Pidetty 25.11.2010 asiakastilaisuudessa rekrytoinnista vastaaville isojen yritysten edustajille.
Organization models for social media
- What is a good organization model for a mid size company, implementing a social media engagement strategy?
- How one person can make a difference in an SMB organization!
Challenge:
How can a “social media campaign” actually be successful if the rest of the company does business as usual? Many social media “strategies” are really just some tactical ideas with little impact to the business success. Consultants get fired and careers stale due to some basic lack of understanding. A company with more than 20 people need to think through the organizational implications.
Objective
This webinar shall give you the foundation and the most important insight to to setup a good organization model to successfully engage with customers, prospects, new customers and partners through social media.
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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1. The New Enterprise or Social enterprise 2.0 Using social media communities to transform organizations into a more open enterprise. Author: Virginie Glaenzer December 2010
2. AGENDA Opportunity: what is Enterprise 2.0? Communities: what are the benefits of communities for employees, shareholders and customers? Challenges: what are the challenges for social teams and employees to use social media? Solutions: how do we help organizations embrace social media and communities concepts? BecomingEnterprise 2.0: a step-by-step process How does Enterprise 2.0 operate? Finals thoughts Case studies
4. Definition According to Wikipedia, “Enterprise 2.0 is the use of "Web2.0" technologies within an organization to enable or streamline business processeswhile enhancing collaboration - connecting people through the use of social-media tools. Enterprise 2.0 aims to help employees, customers and suppliers collaborate, share, and organize information.” Enterprise 2.0 uses internal and external communities. External communities or social virtual communities are people interconnected on the web and passionate by a topic or an expertise. Internalcommunitiesare groups or units working as a team and groups of people passionate about a topic or an expertise.
5. Communities What are the benefits of communities for employees, shareholders and customers?
6. Internal Communities benefits Increase Productivity: Reduce time to solve problems or issues Streamline processes Increase consistency in process among locations Reduce duplication of work Increase policy adoption Reduce Costs: Reduce projects Reduce travel and operational costs Create dynamic, more reactive and knowledgeable teams: Increase brand consistency An organizational “social fabric” is created resulting in improved employee retention and being more committed to each other and the company The community is a container for corporate memory —it greatly accelerates employee on-boarding and empowers employees and increases collaboration between groups resulting in knowledge sharing
18. Challenges for Social Media Teams Resistance from internal culture Measuring ROI Lack of resources An ever-changing technology space A increase in business demands
19.
20. “ We don’t see the benefits of interacting with other groups”
21. “ There will be inaccuracy/garbage and it will be ineffective”
22. “It is a distraction and a risk to make a fool of our team”
23.
24. Implementing change requires… Time: any new experience creates a new physical brain connection, called synapse which strengthen every time we do the same experience over again. So the way we are designed requires time to embrace change. Space: during any process of change, we become focus on ourselves and allowing space will help. Support: change means going outside our comfort zone and unknown usually stresses most people. Bringing positive support will increase confidence and lower stress.
25. Ideas to help employees accept change (acceptation phase) Communicate: Communicate clear usage guidelines Provide on-going and creativeeducation to remove misunderstanding and misinformation Address all reluctancy reasons: i.e lose of power by explaining the importance of using wikis when someone is sick or busy, it free all of us. Communicate the right messaging: “Relax, we are all human” Evangelize: Support early adopters by providing them a blog to share their experiences focusing how it improves their job Enable newcomers to learn together by giving them their own blog to share initial impressions and a forum to ask questions to key veterans. Plan: Be patient and understand the “90-9-1 principle” (1% are leaders, 9% key participants and 90% consumers-only of information). Have reasonable expectations. Create security measures and name Community gardeners (in charge of managing and growing the community)
26. Ideas to help employees adopt new habits and tools (learning and usage phase) Motivate: Create polls and contests to encourage people to get involved Reward and incentive: motivate potential authors as blogging takes time and effort (blogger or blog posting of the month awards, showcasing in newsletter, win group activity…) Further enable communities of practice: setting up a blog/wiki with limited access can encourage participation from those who typically only “lurk” in a community. Publicly thank gardeners and advocates Teach: Share key lessons-learned which reduce risk taking and errors Find experts or senior job-role practitioners to peer them with other similar groups Share tips and tricks and encourage people to ask questions Not everybody like social media = show benefits Trust: Find advocates, bottom-up with top leadership involved Have users self-report their outcome, metrics and ROI Let FAQs develop organically
27. Becoming Social Enterprise: a step-by-step process Setting-up the stage. Choosing the right business goal. Launching for success.
28. Step One: Setting-up the stage Decrease resistance (address fear, objections and negativity from employees and social teams) Find investmentresources (people, tools, time) Get leadershipsupport and selectgardeners and evangelists - usually early adopters who will help build awareness using case studies to help with adoption.
29. Step Two: Define a Business goal Define a business goal with specific expectations Increase productivity? Cost saving? Share knowledge? Increase sales? Competitive research? Innovation?... Select metrics to track successes and failures Metrics are based on business goal Asking employees to self-report their ROI is a great way to let they know that social media has a direct impact on the business and is not a nice-to-have or a cool thing to do
30. Step Three: Launch for success Focus on one business unit or group at a time Introduce gardeners and evangelists officially from top down Meet regularly to review objectives and progress Let word of mouth spread internally to other units or groups Learn from first experience and expand to other business units or groups
31. Step Four: Refine and Improve On-going training is needed as new tools appear and needs evolve Keep listening to people’s needs and challenges Foster the new social culture Innovation will come naturally
32. How does Enterprise 2.0 operate? How are communities used? How does Enterprise 2.0 create, market and communicate products?
33.
34. What are those conversations about, and how do they impact my product and market?
35.
36.
37. Product Marketing in Enterprise 2.0 A 3-steps process: Create external communities and engage with key influencers of social virtual communities Listen to understand community dynamic and feed the community with intelligent and valuable content Personalize engagement, track and measure how you grow relationships
38. Selling Product in Enterprise 2.0 Used in Sales, social media helps CRM to better qualify prospects and clients by: Identifying links between prospects and clients (within a company but also between companies _as friends, currently discussing online, having twitter communication or speaker at the same event than, etc…_ Classifying virtual social communities: a virtual social community is an online group of people passionate by an expertise or a topic (i.e cloud computing experts, mommy bloggers, wine lovers, pet owners...) Calculating influence level of each prospect and client.
39. Selling Product in Enterprise 2.0 Integrating social media into a CRM application: Improves sales qualification process and enables sales people to develop the right relationship:"Should I spend time developing a one to one relationship and invite personally this prospect to a webinar or should I put this lead into an automatic newsletter program for nurturing?“ Enables ongoing and deep qualification process with integrated alert when prospect tweets about competitors or keywords which will enable sales rep to focus his/her attention back at the right time. Find influencers based on location, community type, company and keyword for better quality prospecting and higher closing rate.
40. Communicating in Enterprise 2.0 The Web 2.0 revolution has mainly been the revolution of usergenerated content Content is created non-stop and so are opportunities forbrand exposure anduserengagement
41. Communicating in Enterprise 2.0 Once external and internal communities are identified and developed: Identify key influencers Planlasersharpoutreachselectively to top, magic middle or long tail in the targeted community Buzz on what matters for who matters Publish hyper relevant feeds Track and measure outreach and inbound links on social media content
43. Enterprise 2.0 has a deeper motivation beyond increasing Productivity and Revenue Interest in employees well being Reputation for social Responsibility Ability to improve skills Innovation Input into decision making Resolution of customers concern Challenging works High personal standards Career opportunities Good relationship with supervisors List from http://www.slideshare.net/ceciiil/blah-blah-2219353
45. Learning from others Today, many enterprises 2.0 focus on one of these 3 majors business objectives: Reducetime and processcycles: Chordiant, Toshiba, ManTech International Corporation, Embarq, Cisco, Citrix, Yum. Generateleads and increase sales: Nike, Vmware, EMC, Scheels Sports, Knowledge Infusion, Netapp, UBM, Liden labs, Premier FarnellTaleo Cost saving: DAK, National instrument, Intel, Fairview, CSC, SAP, Canadian Airports Council, The Value Web, Manheim, Farwest Steel More detail on case studies: http://www.jivesoftware.com/customers/case-studies
46. Thank you Please, connect with me on or write at virginieglaenzer@hotmail.com to share feedback on the presentation or share your thoughts and experiences on using or managing social media.