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A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09


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Session #10 entitled "Emerging Technologies: A Roadmap for Success with Social Media and Community in Business" at InfoTrends Office Document Strategy (ODS) Conference on September 30, 2009 in Boston, MA delivered by Gary Lombardo, who handles marketing and social media for the Social Learning eXchange.

The provides a roadmap for individuals working within business organizations to define a social media strategy. It also covers the most important emerging technologies that are and will transform how we work: microblogging, online video and social networks.

For questions, please contact garylombardo at and visit

Published in: Technology
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A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09

  1. 1. Sun Learning eXchange Value Proposition Gary Lombardo February, 2009 1Sun Confidential: Internal Only 1 Emerging Technologies: A Roadmap for Success with Social Media & Community for Business (Session #10) Gary Lombardo Marketing & Social Media Strategy, SLX Twitter: @garylombardo Email:
  2. 2. What You Will Walk Away With Today •A roadmap for successfully building community in your organization •Top emerging social technologies to watch & how to get started with them
  3. 3. Social Media Community …but first, what are social media and community?
  4. 4. Three quarters of US online adults now use social technologies
  5. 5. Generational Usage Will Shape How We Work Base: US online consumers Source: Forrester, NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey Youth (12-17) Youth (18-21) Gen Y (18-26) Gen X (27-40) Younger Boomers (41-50) Older Boomer (51-61) Seniors (62+) Creators 34% 37% 38% 24% 12% 8% 5% Critic 24% 37% 41% 30% 22% 15% 13% Collectors 11% 16% 22% 15% 9% 6% 4% Joiners 51% 70% 59% 33% 15% 8% 4% Spectators 49% 59% 63% 55% 46% 39% 30% Inactives 34% 17% 25% 27% 48% 55% 66% Percent of each generation in each Social Technographics category
  6. 6. Social Business = Transformed Business
  7. 7. So, what should you do?
  8. 8. Embrace it
  9. 9. How to Embrace Social Media in Your Business 1. Build a Strategy 2. Map Strategy to Social Media Applications & Technology 3. Develop Community Management Plan 4. Measure & Optimize Roadmap to Success
  10. 10. Big Mistake! “Build it and they will come”
  11. 11. 1. Build a Strategy Goals/Type of Community Ownership/Roles Policies/Procedures Attracting Followers/Membership
  12. 12. Know Thy Goals! External Internal Brand Building Event Management Market Research Product Innovation Employee Community Customer Support Learning Community Partner Community Community of Practice
  13. 13. Dell’s IdeaStorm
  14. 14. Cohn-Wolfe
  15. 15. 2. Map Strategy to Social Media Apps & Technology Wikis Discussion Forums Social Networks Microblogging Virtual Worlds Video Audio Photos Livecasting Ratings & Reviews Productivity apps Gaming Mobile Social Bookmarking RSS Calendar Chat Polls Tagging Recognition & Rewards Q&A Blogs Search Widgets Idea Mgmt
  16. 16. Mapping Social Apps to Community Type Application Community #1 Community #2 Community #3 Community #4 Blogs • • • • Discussion Board o • • o Media (Video, Podcast, Docs)- UGC • • • • Wiki • • • ™™o Polls ™™o • • ™™o Ratings & Reviews o o o o Live chat o • • o Social networking (profiles) ™™o • • ™™o Idea management o • • o Q & A Tool o • • o Calendar o • • o
  17. 17. 17Sun Confidential: Internal Only Picking a Vendor
  18. 18. Emerging Social Media Technologies to Watch 1. Microblogging 2. Social Networks 3. Online Video
  19. 19. Microblogging • Combination of blogging & text messaging
  20. 20. Iran Election
  21. 21. Southwest
  22. 22. Comcast
  23. 23. Microblogging- Uses Internally Sales Support Event Planning Project Status News/Updates Coordination Linking Decentralized Teams Problem Solving Mentoring Purely Social
  24. 24. Three Things You Can Do Today With Microblogging 1. Set up your own Twitter account & start tweeting 2. Set up private microblogging network - private Twitter - Yammer or other site 3. Incorporate microblogging as part of your organization’s larger social media & community strategy
  25. 25. Social Networks A social network is the component of an online community focused around an individual’s profile, providing a way to interact socially, professionally to locate expertise & knowledge.
  26. 26. Facebook
  27. 27. LinkedIn
  28. 28. Cafe Mom
  29. 29. Booz Allen Hamilton
  30. 30. Three Things You Can Do Today With Social Networks 1. Get on (and be active) Facebook & LinkedIn 2. Join an existing social networking site focused on a personal or professional interest 3. Incorporate social networks/profiles as part of your organization’s larger social media & community strategy
  31. 31. Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience.
  32. 32. Online Video- Different Types Internet TV Consumer Video Sharing Social Sites Enterprise Video Sharing
  33. 33. Blendtec
  34. 34. Sun Learning eXchange (SLX)
  35. 35. Three Things You Can Do Today With Online Video 1. Subscribe to video channels on your favorite topics, artists or brands 2. Start your own channel (and be active) - on YouTube (or another consumer site) - on SLX 3. Incorporate online video as part of your organization’s social media & community strategy
  36. 36. 3. Develop a Community Management Plan Role of Community Manager Moderation Content Programming & Engagement
  37. 37. 37 Enforce Lead Respond Engage Mediate Personalize Evolve Empower The Role of the Community Manager
  38. 38. 38 Subject Matter Expert Blog Posts Seeded Discussion Video Podcasts Webinars Community Your Company Publish/Syndicate eBooks & whitepapers User- Generated Content drives conversation, which is the real king! Face-to-face breakfast meetup Content Programming & Engagement
  39. 39. Moderation •Do you want to moderate or not? • What type of moderation? –Pre-moderation –Post-moderation •Who will moderate? –Internal/external –Same or different as community manager
  40. 40. 4. Measure It 4. Measure & Optimize
  41. 41. 41 Community Social Media SEO Metrics Will Vary
  42. 42. Keep it Simple & Realistic Examples….. •Something learned from customers not previously known • The online community led to employees and customers interacting with one another • New experienced was gained with two way communication & communicating with audiences • Connections were made with partners and customers not previously reached for product feedback/innovation
  43. 43. 43 What to Measure Sample Metrics Activity Pageviews, # of unique visitors, returning visitors, pages per visit, RSS subscriptions, Referring sites, Search engine placement, Blog mentions, Twitter (# of followers, grade), Members, Posts (ideas/threads), tags/ratings/ranks, frequency (comments, posts, etc.), ratios (posts to comments, etc.); sentiment analysis ROI- Marketing # of leads, # of qualified leads, ratio of leads/qualified leads, cost of lead, time to lead, lead conversion, average new revenue per customer ROI- Product Development # of new product ideas, % of ideas coming from community, idea to development, revenue/adoption rate of new products from community ….but do get more granular
  44. 44. 44 Analytics Vendors
  45. 45. Thank You! Demo: Blog: Gary Lombardo Marketing & Social Media Strategy, SLX Twitter: @garylombardo Email: