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 gmail.com and visit www.slx.com
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A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09
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: garylombardo@gmail.com
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
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
11. 1. Build a Strategy
Goals/Type of Community
Ownership/Roles
Policies/Procedures
Attracting Followers/Membership
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
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. 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
23. Microblogging- Uses Internally
Sales Support
Event Planning
Project Status
News/Updates
Coordination
Linking Decentralized Teams
Problem Solving
Mentoring
Purely Social
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. 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.
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. 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. Online Video- Different Types
Internet TV
Consumer
Video Sharing
Social Sites
Enterprise
Video Sharing
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. 3. Develop a Community Management Plan
Role of Community Manager
Moderation
Content Programming &
Engagement
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
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
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
In fact, we’re seeing the transformative impact of social technologies on businesses today: They’re helping organizations become more transparent and give open access to business operations– thus building better product, providing better support, and building stronger brand and customer intimacy. It’s changing how we think about business and how we conduct business. Businesses who fail to embrace a ‘social strategy’ will quickly become irrelevant.
As with any good plan, you need to have a strategy. There are many things you’re going to want to think about as part of your strategy, but some of the things you’re going to want to consider are: What are your goals? What type of community will work best for your organization? This is perhaps most important. You need to make sure your social strategy aligns with your corporate strategy and goals. Without this alignment, you will fail.What are the roles that you need to have? You need to have clearly defined owners and roles to drive the strategy forward. At minimum you will need a ‘social strategist’– someone who can shepard the strategy along internally and provide expertise, and a ‘community manager’ who will be the face of the community and social efforts. One of the most important thing these folks will do is continually lobby for support and show ROI to internal leadership for the social strategy, which is a huge reason why community efforts fail.What are the policies and procedures you need to have in place?- Social technologies can have quite a disruptive effect within organizations– both good and bad, and it’s important that you have policies and procedures in place so all those who participate understand what is allowed and what is not.How do you go about attracting followers and build membership? It’s not as easy as just pushing it out there and hoping for the best. You really need to think about who your target audience is, how you will attract them to your effort and retain them. Thinking about this ahead of time and having a clear plan you can execute upon will go long way to determine success.Define how your community aligns with your corporate strategy & goalsTypes of communities Key considerations in mapping out strategy
….The most important part of the strategy is knowing what your goals are. Perhaps you want to market your product, or conduct better product innovation, or provide better customer support, or a combination thereof. That will determine the type of community you should build. When you think about community, think about it in two main types (that clearly overlap):External- these are focused on engaging those outside of the immediate business– prospects and consumers. They seek to do things like market research, customer support, innovate on product, etc.. Typically these type of communities are part of a customer’s website, but does not need to be.Internal- these are focused on engaging those within the business– employees, partners, and often time customers. They seek to do things like training & learning, knowledge sharing/collaboration, partner collaboration. Typically these type of communities are behind a company’s firewall, but do not need to be.
….an example of an external community is Dell’s IdeaStorm. For those aren’t familiar, Dell wanted to engage consumers for feedback on their products and set up a site that allowed anyone to submit ideas to Dell. All members of the community could then vote & comment on the ideas. The most popular ideas rose to the top, while the less popular went to the bottom. Dell product managers and senior leadership would then take the ideas and utilize them as part of their product strategy. This type of ‘crowdsourcing’ led Dell to….
…an example of an internal community is what Cohn-Wolfe, a m
Once you’ve got your strategy mapped out, you need to map it to specific social media applications & technology. The type of apps you use of course will depend upon the type of community you decide upon. There are a whole slew of applications and technologies out there– I’ve listed a few on this slide. As you can see, there are no limits to what you could implement. Additional items that will drive your app selection beyond the community type will be the technographics of your members (what technologies they are likely to use), capabilities of the vendor(s) you select (which is a whole separate exercise) and resources you have in house (for implementing & managing).
The most famous examples of the social networks out there are FB and LinkedIn (MySpace to a much lesser degree), which have seen phenomenal growth in the past 2-3 years (in fact, in 2009, Facebook has really taken off).Facebook is used by many people mainly for social, personal use, although it’s increasingly used for business use to promote brands and customer relationships.
Let’s take a look at a couple of different examples of how online video is used by business….Blendtec….this is perhaps one of the more well-known examples of “viral” online video for marketing a product. The company Blendtec who makes consumer (and commercial) grade blenders quadrupled their business when they started creating entertaining videos showing their blenders successfully blending up a whole variety of objects (and not food ones only)– four by fours, coffee beans and credit cards, Coke and chicken, sporting equipment, and an Apple iPhone. These videos received millions of videos and downloads and helped propel Blendtec’s revenues but also presence in a crowded market place. The magic of their videos was that it conveyed the main qualities of their product (super-strong blenders that can handle andything) while entertaining.