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Social media survey

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Many large companies recognize the importance of social media tools but lack the vision on how to use them in conjunction with long-term initiatives and measure their effectiveness, according to a survey conducted by Vignette Corporation (NASDAQ: VIGN) in partnership with the Marketing Leadership Roundtable and the Corporate Executive Board. The results will be discussed in a June 10 Webcast presented by Vignette.

The survey collected almost 200 responses from companies with median revenue of $333 million. Fifty percent of the respondents work at companies that have 1,000 employees or more and 62 percent come from B2B organizations.

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Social media survey

  1. 1. Social Media Trends and Best Practices A Roadmap to Build a Successful Web 2.0 Strategy Gerardo A. Dada Sr. Director, Product Marketing © 2009 CONFIDENTIAL & PROPRIETARY 1
  2. 2. Agenda 1. State of Social Media  What is Social Media  Survey Results and Insights 2. What Does Web 2.0 Mean for Your Business  Understanding What and How 3. Key Strategies for Success  Best Practices and Practical Advice © 2009 CONFIDENTIAL & PROPRIETARY 2
  3. 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.” © 2009 CONFIDENTIAL & PROPRIETARY 3
  4. 4. About the Study Vignette, the Marketing Leadership Roundtable and the Corporate Executive Board partnered to conduct a survey to understand Trends in Social Media and Web 2.0 during February. • Almost 200 responses from companies with a median revenue of $333 million dollars. 50% Enterprise (over 1,000 employees) • The results are very consistent with trends we have observed and with results from similar research from leading analysts and have been validated with other industry experts. 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. He is a frequent speaker at industry events and has written for technical and business publications around the world. © 2009 CONFIDENTIAL & PROPRIETARY 4
  5. 5. What is Social Media? facebook User Generated Content Web 2.0 gadgets Communities wikis Enterprise 2.0 blogs ratings Social Networking © 2009 CONFIDENTIAL & PROPRIETARY 5
  6. 6. Social Media is New and Important There is no doubt social media is important. It has changed our lives. It has changed business forever. And it has changed very quickly. The data shows most companies are just getting their feet wet. Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, most were unsure how • Only 14% of organizations Importance of Web 2.0 Relative to Other Initiatives have 2 years of experience with social media. Completely The Most Irrelevant Important Thing 1% Less Important • 50% have started their We Do 8% 7% Somewhat Less social media initiatives in the Important 15% last two years. More Important 23% • 23% have plans of using social media in the future Somewhat More Important Equally as but have not started. 14% Important 32% • Only 13% have no plans for using social media soon. © 2009 CONFIDENTIAL & PROPRIETARY 6
  7. 7. Why use Social Media Today, the majority of social media activities are being driven by marketing  Key drivers are awareness, engagement and lead generation We are only scratching the surface – other proven uses include:  Customer support communities can produce significant costs savings  Employee interaction, knowledge management, expertise location, on-boarding, etc.  Engaging internal and external communities for Ideation Many more use cases will surface as people try new things Key driver for Social Media Who leads the Web 2.0 efforts efforts? 80% Customer Other - 70% relations HR, PR 60% Axis Title 6% 11% 50% Consultant IT 40% or Outside 12% 30% agencies 20% 10% 2% 0% Other - Communit KM, recruit Marketing, Marcom Customer y ment, rese Marketing Product and Support 69% Relations Involveme arch, sales Marketing Branding nt enablemen t Series1 67% 75% 56% 35% 38% 14% © 2009 CONFIDENTIAL & PROPRIETARY 7
  8. 8. • Low Cost Marketing Why • We HAVE to Do It • Getting Traction © 2009 CONFIDENTIAL & PROPRIETARY 8
  9. 9. What People Are Saying “B2B social media is still nascent with “We view it as an immature medium, and many learnings. You need to we're waiting for more clarity before we experiment.” make large investments.” “All ideas are on the table and most ideas are unknown.” © 2009 CONFIDENTIAL & PROPRIETARY 9
  10. 10. Evolution of Social Media 2007 2008 2009 Why? Try Embrace © 2009 CONFIDENTIAL & PROPRIETARY 10
  11. 11. Effectiveness Effectiveness of Web 2.0 Initiatives Ineffective 6% Effective 12% Somewhat Ineffective 20% Somewhat Neither Effective Effective nor Ineffective 42% 20% © 2009 CONFIDENTIAL & PROPRIETARY 11
  12. 12. Effectiveness Raises Question on Measurement Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:  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 © 2009 CONFIDENTIAL & PROPRIETARY 12
  13. 13. Organizational Maturity Social Media Elements in Place None Almost 40 % of surveyed Metrics tied to ROI have no social media Dashboard process or strategy in Dedicated Team Reputation place. Moderation Only 23% have a strategy Guidelines approved by Legal Strategy document document. 0% 5% 10% 15% 20% 25% 30% 35% 40% The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term. © 2009 CONFIDENTIAL & PROPRIETARY 13
  14. 14. 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% • Partners 10% 0% Employee to Customer to Customer to • Customers Employee Employee Customer Series1 56% 71% 64% Importance of Web 2.0 tools Twitter Twitter lags behind other Social Networking Video social media tools and not one Tags Recommendations tool stands out. Ratings Ideas Forums This is consistent with our Wikis belief that tools are secondary. Blogs 0.0 1.0 2.0 3.0 4.0 5.0 6.0 © 2009 CONFIDENTIAL & PROPRIETARY 14
  15. 15. What Does Web 2.0 Mean for Your Business? © 2009 CONFIDENTIAL & PROPRIETARY 15
  16. 16. A New Business Paradigm Social Media is a new way of engaging and interacting with customers, partners and employees • It’s about People - Shifting Control to Customers • Broadcasting versus Participation • From formal announcements (press releases) from organizations to real- time micro-updates (tweets) by individuals © 2009 CONFIDENTIAL & PROPRIETARY 16
  17. 17. A Mind-Shift and a New Culture • Transparency and Authenticity • Participation, Listening and Acting • Quantity and Quality of Information – Value to Noise Ratios • Social media is important and requires investment © 2009 CONFIDENTIAL & PROPRIETARY 17
  18. 18. Social Media is Not a Strategy • Social Media supports a strategy o A customer service/customer support strategy o A marketing strategy o A product development strategy o Etc. • It is about an Integrated Experience • Social marketing will be a required skill © 2009 CONFIDENTIAL & PROPRIETARY 18
  19. 19. Unlocking the Value of Content Web 2.0 is about an explosion of information  Content is only useful when it is relevant and timely  Finding the right content is critical  How much content about your brand exists online? • Make it easy to find on your site • Integrate content and search • Syndicate out • Consolidate content in © 2009 CONFIDENTIAL & PROPRIETARY 19
  20. 20. And deliver an Integrated User Experience © 2009 CONFIDENTIAL & PROPRIETARY 20
  21. 21. Successful Strategies Guidelines and Recommendations © 2009 CONFIDENTIAL & PROPRIETARY 21
  22. 22. 5 Steps to Success 1. People 2. Strategy 3. Measurement 4. Resourcing 5. Promotion © 2009 CONFIDENTIAL & PROPRIETARY 22
  23. 23. 1. Get People On Board © 2009 CONFIDENTIAL & PROPRIETARY 23
  24. 24. 1. Get People On Board It’s about people • Acquire the right skills • Or hire the people who get it • It’s a culture shift – you have to live it • Get executive buy-in • Requires engagement and passion © 2009 CONFIDENTIAL & PROPRIETARY 24
  25. 25. “Companies prosper when they tap into a power that every one of us already has – the ability to reach outside of ourselves and connect with other people” - Dev Patnaik, Wired to Care © 2009 CONFIDENTIAL & PROPRIETARY 25
  26. 26. 2. Develop a Strategy © 2009 CONFIDENTIAL & PROPRIETARY 26
  27. 27. 2. Develop a Strategy Can you create a community?  It may already exist  You can foster and promote  Create versus participate • Start a dialog with your customers  Find out your customers’ interests • Leverage your existing community • Find out who are the influencers • Plan for the long term  Milestones – it will take some time • Social media guidelines © 2009 CONFIDENTIAL & PROPRIETARY 27
  28. 28. Customer Expectations for the Web Personal Multi-Channel Social Immersive © 2009 CONFIDENTIAL & PROPRIETARY 28
  29. 29. Content is King The challenge is to unlock the value of your content. Search © 2009 CONFIDENTIAL & PROPRIETARY 29
  30. 30. 3. Clear Goals and Metrics © 2009 CONFIDENTIAL & PROPRIETARY 30
  31. 31. 3. Clear Goals and Metrics Social Media is ambiguous • What is your strategy? • What will you measure? • How much to invest? Best Practices 1. Hire someone who understands social media. 2. Establish a strategy with defined milestones. 3. Measure clicks, influence, buzz. 4. Focus on business results. © 2009 CONFIDENTIAL & PROPRIETARY 31
  32. 32. Social Media Driving Business Results • Marketing o Leads, engagement, conversion • Corporate Communications & Public Relations 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 © 2009 CONFIDENTIAL & PROPRIETARY 32
  33. 33. 4. Resourcing © 2009 CONFIDENTIAL & PROPRIETARY 33
  34. 34. 4. Resourcing 1. Establish the tools for building and participation  Wikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.  Brand consistency and control vs. participation  A platform, not tools 2. Establish the processes for listening  You must demonstrate you are listening 3. Roll out plan and guidelines  Who, How, When 4. Lead by example  Authenticity 5. Ensure you are properly staffed  Prepare for growth © 2009 CONFIDENTIAL & PROPRIETARY 34
  35. 35. 5. Promotion © 2009 CONFIDENTIAL & PROPRIETARY 35
  36. 36. 5. Promotion • It’s about an integrated marketing experience – Don’t promote social media as a silo – Cross links and integration with traditional marketing – Integrate persuasive and social content • Be active – participate – Go where the conversation is – Have something interesting to say • Watch it grow, listen, react © 2009 CONFIDENTIAL & PROPRIETARY 36
  37. 37. Communities vs. Tools Personas Professional Personal Gamer Federated identity? Privacy and permissions © 2009 CONFIDENTIAL & PROPRIETARY 37
  38. 38. Marketing has led social media deployments © 2009 CONFIDENTIAL & PROPRIETARY 38
  39. 39. But now IT is jumping in © 2009 CONFIDENTIAL & PROPRIETARY 39
  40. 40. What's next ? Consolidation Mobile Video Email Search Ads Social Games Networks Single Platform Websites eCommerce Governance Control © 2009 CONFIDENTIAL & PROPRIETARY 40
  41. 41. Vignette can help You can build all of your social media applications for your intranet, extranet, and www cases with one solution. © 2009 CONFIDENTIAL & PROPRIETARY 41
  42. 42. 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 on Vignette  Works with your existing systems (i.e. LDAP) © 2009 CONFIDENTIAL & PROPRIETARY 42
  43. 43. 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 © 2009 CONFIDENTIAL & PROPRIETARY 43
  44. 44. 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  Rich presentation management framework  Modular yet integrated © 2009 CONFIDENTIAL & PROPRIETARY 44
  45. 45. 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 the 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 Popular Business Value • Increase engagement • Support all content types including video • Increase reach with gadgets Recommendation are rendered on the • Automated and powerful site or on a standard widget © 2009 CONFIDENTIAL & PROPRIETARY 45
  46. 46. Web Experience Solutions Experience Optimization Rich Media and Video Web Content Social Intranet Management Media © 2009 CONFIDENTIAL & PROPRIETARY 46
  47. 47. Questions 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 © 2009 CONFIDENTIAL & PROPRIETARY 47
  48. 48. © 2009 CONFIDENTIAL & PROPRIETARY 48

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