smart social media zipipop ihub nairobi jan 2012
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Smart Social Media
iHub Nairobi Presentation 10.01.2012
Richard von Kaufmann // concepting director // co-founder
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Valio
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OSKE (TEM) Collaboration Environment
shared space
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Kia Motors Finland Created a unique social media campaign Localized existing media elements and
developed new ones
Workshop and training conducted Channels decided and created social
media road map
Creating and organizing their Facebook pages, creating engagement activities (e.g. competitions)
Created a content plan and helping with daily social media activities
Next: Mitsubishi & Delta Auto
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Skanska Social media strategy localization
Social media internal collaboration
Social media workshops and training
Opened Facebook page and an internal and external blog
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Zipipop web service benchmarking process
3. Evaluating popularity
4. Analyzing best practices
Using empirical methods to analyze success factors
1. Defining context
Using keyword tools for finding out what kind of related topics people are searching
2. Finding potential benchmarks
Using link libraries and website rankings to cover all potential benchmarking targets
Web traffic and community activity
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Social Media Strategy
Social Media Team
Social media with clients
Social media with employees
Social media with partners
5 Steps towards being a Social Business
can be
develop
ed in pa
rallel
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What is social media?
Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content. (Universal McCanns Social Media Research Wave 3, 2008)
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No DoubtSocial media has change the way we do things.
New encyclopedias
New photo albums
New contact books
New diaries
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New intranetsNew communication channels
New marketing
New workflows
New PotentialNow its changing the way we do business.
10
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salesforce.com, 2011
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salesforce.com, 2011
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salesforce.com, 2011
www.company facebook.com/company
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Social media conversations
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Customers are becoming more social
There are now 3 types of customers:
traditional
online
social
[Social customers] require a different level of engagement. Theyre connected. Theyre influential.
Brian Solis, Altimeter Group
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Why be a Social Business?Engage with social customers and build a business to support them.
Improved collaboration between employees, partners and customers.
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Cost of Missed OpportunitiesAsk not what is the the ROI of social media
Ask what is the cost of not doing it
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Help! What can I do about it?
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listen moreUse monitoring tools for tracking social media discussions
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Dont shout at me!
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Start guiding conversations
Influencing and guiding social media conversations is now a necessity and should be part of the overall customer relations / marketing strategy.
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Brand Friend: Friendship Growth
Awareness Acquaintance
Friendship Intimate
ViralGrowth
Community driven
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Brand Friend: Friendship Growth
Awareness Acquaintance
Friendship Intimate
ViralGrowth
Community driven
social media strate
gy
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Brand Friend: monitoring
Awareness Acquaintance
Friendship Intimate
Unaware Anger
Indifference
ViralGrowth Deterioration
Community driven
Avoidance
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Brand Friend: reacting quickly
Awareness Acquaintance
Friendship Intimate
Unaware Anger
Indifference
ViralGrowth Deterioration
Community driven
Avoidance
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the landscape is changing
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Community driven
Quality product / service
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Community driven
Engagement & Support
Quality product / service
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Community driven
Engagement & Support
Quality product / service
Social Media Team
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Community driven
Media campaigns
Engagement & Support
Quality product / service
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Community driven
Media campaigns
Engagement & Support
Quality product / service
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Community driven
Media campaigns Social conversations
Engagement & Support
Quality product / service
Its not a campaign its the start of a relationship
Jeremiah Owyang, Altimeter Group
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Community driven
Digital marketing
Media campaigns Social conversations
Engagement & Support
Quality product / service
useful, entertaining, relevant
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Community driven
Customer evangelists
Digital marketing
Media campaigns Social conversations
Engagement & Support
Quality product / service
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Social Media Marketing Strategy: What are objectives Target groups/audiences What does the audience expect What do we want the audience to do What do we do to achieve these goals Continuity with brand identity (tone of voice, etc.) How do we know we have succeeded How can we keep the activity going How do we respond to a crisis situation
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Customer support is marketingHappy customers tell a few friends.
Unhappy customers tell many more.
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Dell now has reputation as being one of the most switched on users of social media. They have earned over $3 million in revenue directly through Twitter since 2007 (Dell, 2009)
Avoiding Dell HellNegative discussions can quickly escalate out of control.
Being responsive to criticism can help rebuild and often reinforce relationships.
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Provide more social support
Fast
Simple
Convenient
Collaborative
Customer friendly
Benefits:
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Reach out through social platformsCustomer support can be provided through existing social media services.
Go to where your customers already are.
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Terveystalo produced an appointment app using marketing funds
Advanced customer supportProvide customers with services that are useful, entertaining and relevant.
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Social media marketing
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Purple Cows To get noticed in todays market you need to:
Be a purple cow*, i.e. be remarkable and stand out from the crowd. Find interesting, authentic stories behind your team, brand, product or
company.
Provide marketing content that is: entertaining, useful and relevant
* http://www.fastcompany.com/magazine/67/purplecow.html
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Tell your story What do you stand for
Who you are
What your goals are
What is happening
Your values
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R&D is marketingSupporting communities can enhance customer engagement, trust, loyalty, passion, interaction and brand awareness
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A focused topical blog can be used to claim your space as an expert in the field.
KnowledgesharingStart conversations and promote internal and external knowledge sharing.
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A focused topical blog can be used to claim your space as an expert in the field.
Start bloggingStart conversations and promote internal and external knowledge sharing.
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InternalBlogging
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Support your communitiesSupporting communities can enhance customer engagement, trust, loyalty, passion, interaction and brand awareness
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!Gift Giving Trust comes via authentic voices
Reciprocity comes via participation
Social capital comes via recognition
[Miettinen 2009]
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Competitions are popular
CampaignFans
Friends of Fans
Recruit, Engage and Convert
Discovery and Awareness
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Social Media Team
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Champion Users From across the organization
Setting the right usage rules for collaboration tools is crucial
New users learn the rules through observing how the community is already using the space.
http://www.flickr.com/photos/center_for_jewish_history/4352152712/sizes/o/
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Social Media GuidelinesEducate users on basic participation guidelines:
representing self
seeking permissions
avoiding offence
giving credit
asking questions
use a smiley when you mean it
lamunecadelasonrrisaalegre.blogspot.com
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Riikka Pellikka - OSKE Chief Community Manager
Generation Y: mid 1970s to 2000
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The importance of Generation Y
Actively engaged Generation-Y employees as key transformers (connectors)
Gen Y have been sharing and collaborating online most of their lives
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Social media skills are new to many employees and therefore it is important to start with easy but beneficial tools and collaboration workshops.
Starting small
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6x User workshops
User review workshop
OSKE Collaboration Workshops*
Client Q&A / Online survey
Yammer & Google Sites Setup
6 x Community Manager / Admin Workshops
Preparation 2nd Month 3rd Month 4th Month1st Month
The social media policies introduced by Zipipop have already improved our communication and collaboration processes. Although many of the participants had no previous experience using social media, Zipipops training has enabled them to fully engage with the new technologies.
Riikka Pellikka (OSKE, Head of Communications)
* Workshop order and months grouped and adjusted to aid understanding
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Partners / stakeholders
Business / organization
Customers
Zipipop trains organizations to better manage this space
RULES
GUIDANCE
SUPPORT
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What is a Community Manager?A Community Manager guides communities towards smooth and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
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Linking the communities togetherCommunity Managers are being recruited to manage the interactions between organizations, partners and customers.
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Social media collaboration
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Falling out of touch"When a 12-year-old can gather information faster, process it more efficiently, reference more diverse professionals, and get volunteer guidance from better sources than you can at work, how can you pretend to be competitive?"
Thomas Friedman, The DIY Economy, New York Times, December 2009
http://www.flickr.com/photos/sachac/222673565/sizes/m/in/photostream/
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What really motivates workers?
Harvard Business Review asked 600 managers to rank what motivates employees:
recognition
incentives
interpersonal support
support for making progress
clear goals
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Which one did the managers vote least important?
support for making progress
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Which one did 12,000 employee diary entries highlight as the most important?
support for making progress
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Why are organizations using social media for internal collaboration?
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Find out about each other.
Benefits:
Gartner, October 2009
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Find out about each other.
Form teams, communities or informal groups.
Benefits:
Gartner, October 2009
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Find out about each other.
Form teams, communities or informal groups.
Work together on the same work objects.
Benefits:
Gartner, October 2009
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Find out about each other.
Form teams, communities or informal groups.
Work together on the same work objects.
Discuss and comment on their work.
Benefits:
Gartner, October 2009
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Find out about each other.
Form teams, communities or informal groups.
Work together on the same work objects.
Discuss and comment on their work.
Identify relevant work.
Benefits:
Gartner, October 2009
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Find out about each other.
Form teams, communities or informal groups.
Work together on the same work objects.
Discuss and comment on their work.
Identify relevant work.
Discover other people with common interests.
Benefits:
Gartner, October 2009
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Learn from others' expertise.
Gartner, October 2009
Benefits:
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Learn from others' expertise.
Facilitating social interaction by helping people to establish and strengthen personal relationships, develop trust and, in the end, reduce friction and accelerate the business processes that people are engaged in.
Gartner, October 2009
Benefits:
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Learn from others' expertise.
Facilitating social interaction by helping people to establish and strengthen personal relationships, develop trust and, in the end, reduce friction and accelerate the business processes that people are engaged in.
Accessing relevant knowledge and expertise that can be used to formulate a plan of action when decisions need to be made.
Gartner, October 2009
Benefits:
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Improve communication efficiency from the coordinating body to around 200 related members
Improve collaboration between and within the 13 clusters and 22 centres of excellence
OSKE Case-studyThe main needs were:
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Stuck behind Firewalls
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Pass the Parcel
Project management via email attachments can be frustrating.
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Pass the Parcel
Project management via email attachments can be frustrating.
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Pass the Parcel
Project management via email attachments can be frustrating.
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Pass the Parcel
Project management via email attachments can be frustrating.
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Pass the Parcel
Project management via email attachments can be frustrating.
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Pass the Parcel
Project management via email attachments can be frustrating.
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Cloud Computing
Cloud
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New Collaboration Spaces
collabora'vereal'mehostedopensourcetransparentexiblelowcost
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You have probably already been working in the cloud?
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People can work on the same document or in the same space.
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Google Docs
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4Cs of Collaboration
Community (must have a shared purpose)Communication (cultivate an ethic of contribution)Coordination (develop scalable processes)Co-creation (reward collaboration)
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Enterprise Social Services
Forrester Wave: Enterprise Social Platforms Q311 Gartner (August 2011) Magic Quadrant for Social Software in the Workplace
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Social layering
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Social layering
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Zipipop IT infrastructure
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Service Selection Process
Past experience (+3 years collaborating online)
Benchmarking (Confluence, Elgg, Ning, Basecamp, Microsoft online docs (beta release), etc.)
User collaboration survey
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Social media skills
75% have commented online 60% have downloaded a file 58% have used Skype 55% initiated a discussion 26% have embedded a file 17% have not participated in social media
Results from the OSKE collaboration survey show that many members were already familiar with some key social media activities.
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Social Media Toolbox
Campfire
Basecamp
It is more about guidelines and coaching than implementing technology.
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Daily Workflow
Tools
Social tools have to be truly integrated into the daily workflow.
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Taking the LeadManagement needs to dive in.
Make an inviting and productive place to play together.
http://www.sxc.hu/photo/624694
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Without an audience, we are not motivated http://www.besser20.de/english
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Social software makes giving feedback easy : )
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Social CreditRecognition as an expert.
Community contributions.
Napoleon said;
A soldier will fight long and hard for a piece of coloured ribbon.
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High value Low cost
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Enterprise micro-blogging uses conventions developed from consumer social media: most notably Facebook and Twitter.
Enterprise Micro-blogging
There are many enterprise micro-blogging services:
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Facebook pioneered the development of the live News Feed stream. This interaction format is now widespread in many services and it is fast becoming a standard part of business software.
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News Feed components:
Real-time
Status Messages
Links
Likes
Comments
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Micro-bloggingBenefits: Improving awareness Requesting help Finding people Sharing tips and links Coordinating Reduces overall email
traffic
Makes important email standout
Business software has now adapted the News Feed and micro-blogging
practices to improve collaboration within and between organizations.
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Avoid that spammy feeling
Dont have private conversations inside a large open community!
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Yammer Usage: Large Communities
THINK: community news stream
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Yammer Usage:Small Groups
THINK: micro-forum
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Creating a wider networkOSKE Admins
cluster managers
community network
OSKE.net admins only
parent networkOSKE Community
Network
all OSKE users
community network
X Clustercluster members
community network
X Clustercluster members
community network
X Clustercluster members
(community network)
Yammer Community Networks are a great way to expand a collaboration community.
Zipipop used Yammer open Community Networks to create a linked network of 13 OSKE competence clusters consisting of 22 different organizations which could use their own work emails to get access.
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Wiki Spaces
knowledge storage
ease-of-use
comprehensive sharing options
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Focused SitesInformation is focused by creating Google Sites that are set up for each cluster.
AAll members can access the main cluster sites, however, closed project sites can also be created.
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hub.oske.netA central site that links all parts of the collaboration environment.
A place to share news and knowledge with the whole community.
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Empowering Users
Employees can add the content directly.
Big benefits in knowledge generation and participation.
Structure and content can be easily post-moderated by Community Managers.
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Collaborative documents popular in OSKE
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Collaborative data collecting
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Data collection and decision-makingThe OSKE Secretariat have been using simple Google Forms to collect data from the members.
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Open LeadershipUsing quick online surveys you can easily access your teams collaborative wisdom to help make decisions.
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Internet culture:
flatopen meritocratic flexible
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The brightest and the best"If any organization wants to hire the best and the brightest around the world the internal social reality in that organization is going to have to mirror the social reality of the web.
Gary Hamel, BBC Global Business May, 2010 Gary Hamel is the originator (with C. K. Prahalad) of the
concept of core competencies. And the Wall Street Journal recently ranked Gary Hamel as the world's most influential business thinker
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MeritocracyIdeas should be judged openly on merit and credited accordingly.
When people watch a YouTube video they ask whether it was good or not. They dont ask who made it.
http://www.dailymail.co.uk/news/article-1222861/Pensioner-complained-gay-pride-march-warned-police-hate-crime.html
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We
I respect and love you!
Being open and transparent is not about giving away secrets, its about being genuine, telling the truth, enhancing organizational trust, and winning the support of loyal customers.
Transparency
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Shared ValueCompanies need to think hard about creating shared value, i.e. the core activities of a company must benefit society as a whole.
Michael Porter
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Twitter Storm
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salesforce.com, 2011
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salesforce.com, 2011
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Social Media Benefits (some highlights)Improve brand visibility.
Use new channels to get closer to customers.
Influence real-time "conversations" concerning brands.
Make customer service more responsive and easier to interact with.
Improve efficiencies and innovations though collaboration.
New ways to support your employees to get their work done.
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Kiitos!
Richard von KaufmannConcepting Director, Co-founderpuh. 045 11 222 73s-posti: [email protected]