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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  • Smart Social Media

    iHub Nairobi Presentation 10.01.2012

    Richard von Kaufmann // concepting director // co-founder

  • Valio

  • OSKE (TEM) Collaboration Environment

    shared space

  • 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

  • Skanska Social media strategy localization

    Social media internal collaboration

    Social media workshops and training

    Opened Facebook page and an internal and external blog

  • 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

  • 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

  • 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)

  • No DoubtSocial media has change the way we do things.

    New encyclopedias

    New photo albums

    New contact books

    New diaries

  • New intranetsNew communication channels

    New marketing

    New workflows

    New PotentialNow its changing the way we do business.

    10

  • salesforce.com, 2011

  • salesforce.com, 2011

  • salesforce.com, 2011

    www.company facebook.com/company

  • Social media conversations

  • 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

  • Why be a Social Business?Engage with social customers and build a business to support them.

    Improved collaboration between employees, partners and customers.

  • Cost of Missed OpportunitiesAsk not what is the the ROI of social media

    Ask what is the cost of not doing it

  • Help! What can I do about it?

  • listen moreUse monitoring tools for tracking social media discussions

  • Dont shout at me!

  • Start guiding conversations

    Influencing and guiding social media conversations is now a necessity and should be part of the overall customer relations / marketing strategy.

  • Brand Friend: Friendship Growth

    Awareness Acquaintance

    Friendship Intimate

    ViralGrowth

    Community driven

  • Brand Friend: Friendship Growth

    Awareness Acquaintance

    Friendship Intimate

    ViralGrowth

    Community driven

    social media strate

    gy

  • Brand Friend: monitoring

    Awareness Acquaintance

    Friendship Intimate

    Unaware Anger

    Indifference

    ViralGrowth Deterioration

    Community driven

    Avoidance

  • Brand Friend: reacting quickly

    Awareness Acquaintance

    Friendship Intimate

    Unaware Anger

    Indifference

    ViralGrowth Deterioration

    Community driven

    Avoidance

  • the landscape is changing

  • Community driven

    Quality product / service

  • Community driven

    Engagement & Support

    Quality product / service

  • Community driven

    Engagement & Support

    Quality product / service

    Social Media Team

  • Community driven

    Media campaigns

    Engagement & Support

    Quality product / service

  • Community driven

    Media campaigns

    Engagement & Support

    Quality product / service

  • 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

  • Community driven

    Digital marketing

    Media campaigns Social conversations

    Engagement & Support

    Quality product / service

    useful, entertaining, relevant

  • Community driven

    Customer evangelists

    Digital marketing

    Media campaigns Social conversations

    Engagement & Support

    Quality product / service

  • 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

  • Customer support is marketingHappy customers tell a few friends.

    Unhappy customers tell many more.

  • 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.

  • Provide more social support

    Fast

    Simple

    Convenient

    Collaborative

    Customer friendly

    Benefits:

  • Reach out through social platformsCustomer support can be provided through existing social media services.

    Go to where your customers already are.

  • Terveystalo produced an appointment app using marketing funds

    Advanced customer supportProvide customers with services that are useful, entertaining and relevant.

  • Social media marketing

  • 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

  • Tell your story What do you stand for

    Who you are

    What your goals are

    What is happening

    Your values

  • R&D is marketingSupporting communities can enhance customer engagement, trust, loyalty, passion, interaction and brand awareness

  • 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.

  • 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.

  • InternalBlogging

  • Support your communitiesSupporting communities can enhance customer engagement, trust, loyalty, passion, interaction and brand awareness

  • !Gift Giving Trust comes via authentic voices

    Reciprocity comes via participation

    Social capital comes via recognition

    [Miettinen 2009]

  • Competitions are popular

    CampaignFans

    Friends of Fans

    Recruit, Engage and Convert

    Discovery and Awareness

  • Social Media Team

  • 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/

  • 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

  • Riikka Pellikka - OSKE Chief Community Manager

    Generation Y: mid 1970s to 2000

  • 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

  • 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

  • 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

  • Partners / stakeholders

    Business / organization

    Customers

    Zipipop trains organizations to better manage this space

    RULES

    GUIDANCE

    SUPPORT

  • 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

  • Linking the communities togetherCommunity Managers are being recruited to manage the interactions between organizations, partners and customers.

  • Social media collaboration

  • 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/

  • 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

  • Which one did the managers vote least important?

    support for making progress

  • Which one did 12,000 employee diary entries highlight as the most important?

    support for making progress

  • Why are organizations using social media for internal collaboration?

  • Find out about each other.

    Benefits:

    Gartner, October 2009

  • Find out about each other.

    Form teams, communities or informal groups.

    Benefits:

    Gartner, October 2009

  • Find out about each other.

    Form teams, communities or informal groups.

    Work together on the same work objects.

    Benefits:

    Gartner, October 2009

  • 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

  • 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

  • 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

  • Learn from others' expertise.

    Gartner, October 2009

    Benefits:

  • 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:

  • 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:

  • 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:

  • Stuck behind Firewalls

  • Pass the Parcel

    Project management via email attachments can be frustrating.

  • Pass the Parcel

    Project management via email attachments can be frustrating.

  • Pass the Parcel

    Project management via email attachments can be frustrating.

  • Pass the Parcel

    Project management via email attachments can be frustrating.

  • Pass the Parcel

    Project management via email attachments can be frustrating.

  • Pass the Parcel

    Project management via email attachments can be frustrating.

  • Cloud Computing

    Cloud

  • New Collaboration Spaces

    collabora'vereal'mehostedopensourcetransparentexiblelowcost

  • You have probably already been working in the cloud?

  • People can work on the same document or in the same space.

  • Google Docs

  • 4Cs of Collaboration

    Community (must have a shared purpose)Communication (cultivate an ethic of contribution)Coordination (develop scalable processes)Co-creation (reward collaboration)

  • Enterprise Social Services

    Forrester Wave: Enterprise Social Platforms Q311 Gartner (August 2011) Magic Quadrant for Social Software in the Workplace

  • Social layering

  • Social layering

  • Zipipop IT infrastructure

  • Service Selection Process

    Past experience (+3 years collaborating online)

    Benchmarking (Confluence, Elgg, Ning, Basecamp, Microsoft online docs (beta release), etc.)

    User collaboration survey

  • 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.

  • Social Media Toolbox

    Campfire

    Basecamp

    It is more about guidelines and coaching than implementing technology.

  • Daily Workflow

    Tools

    Social tools have to be truly integrated into the daily workflow.

  • Taking the LeadManagement needs to dive in.

    Make an inviting and productive place to play together.

    http://www.sxc.hu/photo/624694

  • Without an audience, we are not motivated http://www.besser20.de/english

  • Social software makes giving feedback easy : )

  • Social CreditRecognition as an expert.

    Community contributions.

    Napoleon said;

    A soldier will fight long and hard for a piece of coloured ribbon.

  • High value Low cost

  • 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:

  • 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.

  • News Feed components:

    Real-time

    Status Messages

    Links

    Likes

    Comments

  • 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.

  • Avoid that spammy feeling

    Dont have private conversations inside a large open community!

  • Yammer Usage: Large Communities

    THINK: community news stream

  • Yammer Usage:Small Groups

    THINK: micro-forum

  • 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.

  • Wiki Spaces

    knowledge storage

    ease-of-use

    comprehensive sharing options

  • 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.

  • hub.oske.netA central site that links all parts of the collaboration environment.

    A place to share news and knowledge with the whole community.

  • 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.

  • Collaborative documents popular in OSKE

  • Collaborative data collecting

  • Data collection and decision-makingThe OSKE Secretariat have been using simple Google Forms to collect data from the members.

  • Open LeadershipUsing quick online surveys you can easily access your teams collaborative wisdom to help make decisions.

  • Internet culture:

    flatopen meritocratic flexible

  • 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

  • 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

  • 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

  • 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

  • Twitter Storm

  • salesforce.com, 2011

  • salesforce.com, 2011

  • 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.

  • Kiitos!

    Richard von KaufmannConcepting Director, Co-founderpuh. 045 11 222 73s-posti: [email protected]