View
3.746
Download
3
Embed Size (px)
DESCRIPTION
My presentation for Granite. Talking about social networking and social media for the enterprise.
Citation preview
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
“That’s a 10-4, Good Buddy?”
© 2008 PSC Group, LLC
• IM
• SMS Texting
• Blog
• Wiki
• VoIP
• File Share
• Tagging
• Phone
• Video Chat
• Online Video
• Message Boards
• Team Rooms
• Screen Sharing
• Mobile Mail
• Whiteboards
• Face2Face!
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
Loyalty Enthusiast Innovation Partner
Developer Event Education Support
Presence
Conversations
Sharing
Relationships
Groups
Reputation
Identity Content
© 2008 PSC Group, LLC
Discussion threads User personalization
Scalable architecture
Powerful admin. tools
© 2008 PSC Group, LLC
http://nikeplus.nike.com/nikeplus/
Enthusiast Community
Connect those with similar interests
Let users submit the content to other social media sites
Gain product insights from users of Nike equipment
Case for Community
Energizing, Listening, and Embracing
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
Nike’s entire website strategy is changing to one that incorporates users comments and thoughts
Trevor Edwards, VP of Global Brand Management
500,000 members
200,000 product related discussions
50 million miles of runs logged by members
Communities are now an integrated part of Nike’s brand
“40% of Nike+ community members become converts to the company’s shoes.”
Business Results
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
✴ Blogs
✴ Team Rooms
✴ Wikis
✴ Message Boards
✴ Voice Mail
✴ Portals
✴ Workflow
✴ Myspace
✴ Phone
✴ Instant Messaging
✴ Face to Face
✴ Video Chat
✴ Webex screenshare
✴ Blog Comments
✴ SMS Texting
✴ Blackberry/Push Email
✴ Google Docs
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
© 2008 PSC Group, LLC
instantly
anywhere
informal
unstructured or flat
reasonable
in person
formal
structured or hierarchical
© 2008 PSC Group, LLC
T i m e P l a n n e d Location In Person Relationship Formal Content Structured
T i m e I n s t a n t Locat ion Anyw he re Relationship In formal Content Unstructured
T i m e W h e n e v e r Locat ion Anywhere Relationship Reputation Content Flat/Tagged
© 2008 PSC Group, LLC
People�&
Profile
Community�Characteristics
Engagement�Model
Goals�&
Objectives
Plan
User Experience
Content Programming
Community Structure
Design
Promotion & Marketing
Resources Launch
Plan Checklist
Launch
Moderation Participation
Growth Plan
Measurement
Manage
© 2008 PSC Group, LLC
People & Profile Target audience demographics matter
Technology & Community Characteristics
Elements that drive engagement & support goals
Goals & Objectives Why will they come?
Primary Engagement
Listen, talk, energize Support, embrace?
Planning
© 2008 PSC Group, LLC
✴ Decision: Do you want to use social networking?
✴ Here’s why:
Peopleseesuccessfulsocialnetworksandwanttheadvantagestheybring.
It’slikepeoplewhoseephotosofclimbing–likethisfamousGalenRowellphoto–anddecidetheywanttobetheguyontopofthespire.
© 2008 PSC Group, LLC
✴ Decision: Are you ready to change your culture to listen and respond as EA did above?
✴ To do that, you need to create organizational readiness, gain the skills and do the work.
© 2008 PSC Group, LLC
✴ Decision: What tools will you use?
© 2008 PSC Group, LLC
Design
Pilot Email & Vanity URL: Log-In Marketing Page*
MEMBER (Username &Terms/
Conditions)
GUEST (Terms/Conditions)
User agreement pages*
Community Home Page
© 2008 PSC Group, LLC
Resources
Community Evangelist
Develop community launch and growth strategy
Represent community within the company
© 2008 PSC Group, LLC
Build it and they MAY come.
Manage it properly and they will engage, thrive and prosper
Prepare the environment • Grow the community • Harvest innovation
Manage
© 2008 PSC Group, LLC
Do:
Allow employee participation – ensure authentic voice
Connect influencers to privileged content and experiences
Define and maintain a code of conduct
Allow dissent or criticism on your site
Enable the community to be self-policing
Invest in community management
Monitor, measure and categorize conversations
Moderation
© 2008 PSC Group, LLC
Don’t:
Allow anonymous participation by employees
Set forward looking expectations for influencers
Worry too much about criticism
Scrub everything you post by corp. comms and/or legal
Delete posts that conform to code of conduct
Incent positive posting monetarily
Moderation
© 2008 PSC Group, LLC
Questions?