choosing a community platform provider for your organzation

© 2010 Awareness

Presented by: Matthew [email protected] | @mlees

Welcome to today’s #AwarenessInc Webinar!

Choosing an Online Community Technology Platform

mailto:[email protected]

© 2010 Awareness CONFIDENTIAL

Your Presenters

Christine MajorMarketing Communications [email protected] @cmajor | @awarenessinc

Matthew LeesAnalyst, Consultant & Senior Contributing Editor, Patricia Seybold Group’s Customers.com Research [email protected] | @mlees



Got Questions?

Use the hashtag:

#awarenessinc

On Twitter

Technical Issues?

Contact Webex customer support



Who is Awareness ?

• Laser focused on the needs of marketers• Pioneer and leader in social marketing software• Deployed 200+ communities for some of the world’s biggest

brands• Partnered with leading digital and interactive agencies

CUSTOMERS PARTNERS


Why we are excited…


Serious Social Media Marketing for the Enterprise

Introducing…


Social Marketing Adoption Lifecycle

Facebook Page

Twitter Corp Blog You Tube Community Measure Mine Act

Social Marketing Maturity

Pop

ulat

ion

Ado

ptio

n

Social Marketing Maturity


Social Marketing in the Enterprise

Product

Marketing

Manager

Product

Marketing

Manager

Corporate

Marketing

? ?

Consumer

Communities

? ?

Corporate Owned

Communities Individuals



Social Marketing with Awareness


Publish : Centralized social network distribution

Manage : Bidirectional information and content exchange

Measure : Quantitative data for reporting and metrics

Gain Control of your Social Media Programs

Centralize your programs Evolve from tactical

programs to strategic social media

Measure Success for multiple channels and assets


The Next Step


Contact me for a demo:[email protected]

@cmajor


2010 Patricia Seybold Group / Matthew Lees

Choosing an Online Community Technology PlatformMatthew LeesAnalyst, Consultant – Social Media / Online CommunitiesSenior Contributing Editor, Patricia Seybold Group

May 20, 2010


It’s Not about Technology

Fah who for-aze! Fah who for-aze!Dah who dor-aze! Dah who dor-

aze!

© 2010 TBS, Inc.


Well, It’s Not Only about Technology

(technology + business + people)


Technology Helps You…

• Monitor, Measure, and Analyze – people, content, interactions

• Moderate – conversations

• Motivate – brand enthusiasts and influencers

• Scale / Extend Reach

• Integrate – with other technologies and the social Web

• Realize efficiencies and be more productive

Social Web = Blogs + Twitter + Facebook + LinkedIn + YouTube + MySpace + Delicious + Technorati + Bebo + Flickr + …


Social Media Initiatives Slice Many Ways

Use Case• Service and Support

• Insight

• Loyalty / Satisfaction

• Awareness / Lead Gen

• Revenue

• (Productivity, KM)

Industry• Entertainment

• Media and Publishing

• High-Tech / Telecom

• Retail

• Manufacturing

• …

Segment• B2C

• B2B

• Education/Academia

• Not-for-Profit

• Government

Audience• Partners

• Customers (users, readers, subscribers)

• Developers

• Partners

• Students

• (Employees)

Business Owner• Service / Support

• Brand Marketing / PR

• R&D / Product Development

• Product Marketing

• IT

• (HR)

“Start with your business

goals.”


A Lot of Technology Choices

Branded Communities / Social Networks Social Media Management & Monitoring

Social Media Monitoring

Crowdsourcing / Idea Management Social Networks


Today’s Focus: Branded Communities


Evaluation Framework – for Branded Communities

Community Platform

Communication Channels

Collaboration Methods

Engagement Tools

Search

Community Participation

Customization

Personal Profile Management

Member Content Creation

Connection Methods

Layout Options

Moderation and Administration

Member & Group Management

Reporting & Analytics

Moderation

Capabilities within a

Community

Structure

Technology Architecture

Integration

Scalability & Availability

Environments

Installed Base

Product Viability

Target Markets

Pricing

Product Background

Security Product Plans

Internationalization

Customer Base

Company Viability

Company Background

Financials

Content Management

Communication & Collaboration

Systems Management

Reputation Systems

CompetitionSupport for Mobile Devices

Viral Tools

Search Engine Optimization


1. Community Participation

• Communication Channels– Forums (Web, PDA access), blogs, chat,

messaging

• Collaboration Methods– File sharing, wiki, ideas

• Search– Information search, people search– Basic, advanced, results page, tags

• Reputation Systems– Rating, ranking

Capabilities within a

Community


2. Capabilities within a Community

• Connection Methods– Registration & Authentication– Standalone, SSO, 3rd-party (Yahoo!, Facebook)

• Customization– Look and feel, signatures, bookmarks, notifications

• Personal Profile Management– Fields, avatars, privacy control

• Member Content Creation– Editor (WYSIWYG), templates, reviews, interactive

media

• Viral Tools– Invitations, Send to a Friend/Colleague, widgets

Community Participation


3. Moderation and Administration

• Comm. and Collab. Systems Management– Configuration and administration

• Member and Group Management– Accounts, access and permissions

• Moderation– Abuse reporting, obscenity filter, edit/delete posts, ban users

• Content Management– Announcements, publishing/syndication, import/integration,

audit trail, advertising• Engagement Tools

– Polls, surveys, email (individual, blasts)• Layout Options

– Look and feel, skins• Reporting and Analytics

– Stock reports, dashboard interface and parameters, export

Moderation and Administration


4. Technology and Architecture

• Environments– Deployment mode (on-premise, on-demand)– Operating systems, application servers, databases

• Structure– Development language(s): LAMP, Java, .NET

• Integration– SSO, APIs, social Web

• Search Engine Optimization– URLs, META tags, dynamic/static content

• Scalability and Availability– Architecture, data center (uptime, redundancy)

• Security– Role-based, APIs and code snippets, protocols, data center

• Support for Mobile Devices– Devices, app vs. browser

Technology Architecture


5. Product Viability

• Product Background

• Installed Base

• Target Markets

• Pricing

• Internationalization

• Product Plans

• Competition

Product Viability


6. Company Viability

• Company Background

• Customer Base

• Financials

Company Viability


What Vendors Provide

• Platform Features and Functionality

• Hosting (if on-demand/SaaS)

• “Enterprise” Capability– Administrative tools– SLAs– Scalability– Security

• Experience / Best Practices

• Professional Services– Strategy– Technology: integration, customization– Moderation


Technology Trends

• “Build vs. Buy” isn’t even an argument anymore• Standard forum/blog/wiki functionality is the starting point• On-Demand / SaaS / Cloud• Integration

– Social Web• Sites & Networks: Facebook, Twitter, etc.• Measuring, Monitoring, Moderating

– Internal Systems• SSO, Directory/LDAP• CRM

• Analytics• Granular permissioning of users and groups• Increasing appreciation for identity and reputation

portability• Going mobile


Next Webinar

Brian SolisDispelling the Myths of Social Media & Writing

Your Own Success Stories

Monday, June 1st at 2PM ET

http://bit.ly/SolisWebinar

Sign Up Now!© 2010 Awareness CONFIDENTIAL


Meet Us!

Enterprise 2.0 BostonBon Voyage TweetUp

AtThe Whiskey Priest

Hosted By Awareness & The Community Roundtable

Wednesday, June 15

http://bvboston.eventbrite.com/

See You There!!© 2010 Awareness CONFIDENTIAL


Meet Us!

Corporate Social Media Summit

New York City6/15 & 6/16

http://bit.ly/SoMeSummit

See You There!!© 2010 Awareness CONFIDENTIAL

http://bit.ly/SoMeSummit


Got Questions?


Matthew Lees@mlees

[email protected]

Christine Major@cmajor & @[email protected]

781-270-2416

Connect!!
