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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 gmail.com and visit www.slx.com
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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: [email protected]
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
Social Media Community
…but first, what are social media and community?
Three quarters of US online adults now use social technologies
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
Social Business = Transformed Business
So, what should you do?
Embrace it
How to Embrace Social Media in Your Business
1. Build a Strategy2. Map Strategy to Social Media
Applications & Technology3. Develop Community Management
Plan4. Measure & Optimize
Roadmap to Success
Big Mistake!
“Build it and they will come”
1. Build a Strategy
Goals/Type of Community
Ownership/Roles
Policies/Procedures
Attracting Followers/Membership
Know Thy Goals!
External Internal
Brand Building
Event Management
Market Research
Product Innovation
Employee Community
Customer Support
Learning Community
Partner Community
Community of Practice
Dell’s IdeaStorm
Cohn-Wolfe
2. Map Strategy to Social Media Apps & Technology
Wikis
Discussion Forums
Social Networks
Microblogging
Virtual Worlds
Video
Audio
PhotosLivecasting
Ratings & Reviews
Productivity apps
Gaming
Mobile
Social Bookmarking
RSS
Calendar
Chat
Polls
Tagging
Recognition & Rewards
Q&A
Blogs
Search
Widgets
Idea Mgmt
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
1
7Sun Confidential: Internal Only
Picking a Vendor
Emerging Social Media Technologies to Watch
1. Microblogging2. Social Networks3. Online Video
Microblogging
• Combination of blogging & text messaging
Iran Election
Southwest
Comcast
Microblogging- Uses Internally
Sales Support
Event Planning
Project Status
News/Updates
Coordination
Linking Decentralized Teams
Problem Solving
Mentoring
Purely Social
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
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.
Cafe Mom
Booz Allen Hamilton
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
Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience.
Online Video- Different Types
Internet TVConsumer Video Sharing
Social Sites
Enterprise
Video Sharing
Blendtec
Sun Learning eXchange (SLX)
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 SLX3. Incorporate online video as part of
your organization’s social media & community strategy
3. Develop a Community Management Plan
Role of Community Manager
Moderation
Content Programming &
Engagement
3
7
Enforce
Lead
Respond
Engage
Mediate
Personalize
Evolve
Empower
The Role of the Community Manager
3
8
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
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
4. Measure It4. Measure & Optimize
4
1
Community Social Media SEO
Metrics Will Vary
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
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3
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
4
4
Analytics Vendors
Thank You!
www.slx.com
Demo: www.slx.com/demo
Blog: www.slx.com/video-community-blogGary Lombardo
Marketing & Social Media Strategy, SLX
Twitter: @garylombardo
Email: [email protected]
