social media workshop afsm switzerland
DESCRIPTION
15:00 - 15:15 Paradigm shifts 15:15 - 15:30 How to build vibrant communities 15:30 - 16:00 Social media strategy16:00 - 16:30 Social media use cases - good and bad's 16:30 - 17:00 Team exercise: Live social media use caseTRANSCRIPT
<Insert Picture Here>
Peter H. ReiserPrincipal Architect, Oracle
Social Media Workshop
24. November 2011
Thursday, November 24, 11
Oracle Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions.
The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
Thursday, November 24, 11
Agenda
15:00 - 15:15 Paradigm shifts
15:15 - 15:30 How to build vibrant communities
15:30 - 16:00 Social media strategy
16:00 - 16:30 Social media use cases - good and bad's
16:30 - 17:00 Team exercise: Live social media use case
Thursday, November 24, 11
File systems, Databases, Websites, BI, Applications, Exchange
Enterprise 2.0 / Web 2.0 ??????
Thursday, November 24, 11
Web 2.0 Paradigm Shifts
Web 1.0 Web 2.0
Thursday, November 24, 11
Web 2.0 Paradigm Shifts
Web centric Pull and push Downloads & hits Read-only
Web 1.0 Web 2.0
Thursday, November 24, 11
Web 2.0 Paradigm Shifts
Web centric Pull and push Downloads & hits Read-only
People centric
Web 1.0 Web 2.0
Thursday, November 24, 11
Web 2.0 Paradigm Shifts
Web centric Pull and push Downloads & hits Read-only
People centricMash-up
Web 1.0 Web 2.0
Thursday, November 24, 11
Web 2.0 Paradigm Shifts
Web centric Pull and push Downloads & hits Read-only
People centricMash-upSocial Value
Web 1.0 Web 2.0
Thursday, November 24, 11
Web 2.0 Paradigm Shifts
Web centric Pull and push Downloads & hits Read-only
People centricMash-upSocial Value
Read/Write
Web 1.0 Web 2.0
Thursday, November 24, 11
Cultural Paradigm Shifts
Old World New World
Thursday, November 24, 11
Cultural Paradigm Shifts
Know-How
Knowledge is Power Communication
Old World New World
Thursday, November 24, 11
Cultural Paradigm Shifts
Know-How
Knowledge is Power Communication
Know Who knows how
Old World New World
Thursday, November 24, 11
Cultural Paradigm Shifts
Know-How
Knowledge is Power Communication
Know Who knows how
Sharing is Power
Old World New World
Thursday, November 24, 11
Cultural Paradigm Shifts
Know-How
Knowledge is Power Communication
Know Who knows how
Sharing is Power
Communities
Old World New World
Thursday, November 24, 11
Its about people and communities and social value
Web 2.0
Thursday, November 24, 11
What is Enterprise 2. 0 ?
How to build vibrant communities
Internal Employees
External CustomerPartnersSuppliers
Web 2.0Social Media
Thursday, November 24, 11
How to build vibrant communities
Architecture MethodologyValue System
Community 1 Community 2 Community n
Architecture Scalable Enterprise Architecture
Adoption
“What’s In It For Me “
Any internal or external community
Thursday, November 24, 11
Architecture
MethodologyArchitecture
Community 1 Community 2 Community n
Value System
Thursday, November 24, 11
Technical Architecture
Attachment Tagging
Ontology
Blog
Search RatingComment
MyShare My Skills
MyTags
MySocial MyEquity My Community
Community Services
Widgets
Web Services
Bookmark
FeedSyndication
Member-ship
CommunityEquity Wiki
My Contri-
butions
Security & Entitlement Services (IdM)
SocialGraph
Thursday, November 24, 11
Architecture MethodologyValue System
Community 1 Community 2 Community n
Architecture
Thursday, November 24, 11
Architecture MethodologyValue System
Community 1 Community 2 Community n
If you build it, will they come?
Architecture
Thursday, November 24, 11
Methodology
Architecture MethodologyValue System
Community 1 Community 2 Community n
Architecture
Thursday, November 24, 11
Community Methodology
MMFI – Make Me Feel IncludedWhat is the common cause ?Do you listen to me? Do you understand me?
MMFV – Make Me Feel ValuedCan I trust you? Do you trust me?Do you value me? How ?
WIIFM – What Is In it For MeCan you provide what I need any time, anywhere on any device?
Thursday, November 24, 11
Understand Your Community Audience (Social Media Hierarchy)
Creators are online consumers who publish content (web pages, videos, articles) regularly
Critics react to other content online, posting ratings, reviews, comments
Collectors collect and aggregate information (e.g., by saving bookmarks, tagging articles) of creators and critics
Joiners participate in or maintain profiles on social networks like Facebook or MySpace
Spectators consume what the rest produce
Inactives don’t participate at all
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Source: Forrester Research
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Value System
Architecture MethodologyValue System
Community 1 Community 2 Community n
Architecture
Thursday, November 24, 11
Source: Tomuniversal
Thursday, November 24, 11
Social Value System
• Social reputation • Who can I trust?• What is my value?
• What’s In It For Me?
Thursday, November 24, 11
Social Value System
• Social reputation • Who can I trust?• What is my value?
• What’s In It For Me?
Thursday, November 24, 11
Measuring Social Capital
Thursday, November 24, 11
Community Equity
Thursday, November 24, 11
Community Equity
DocumentsWiki
BlogsPatents
Contribution
Thursday, November 24, 11
Community Equity
DocumentsWiki
BlogsPatents
Contribution
RateCommentRe-use
Tags
Participation
Thursday, November 24, 11
Community Equity
DocumentsWiki
BlogsPatents
Contribution
RateCommentRe-use
Tags
Participation
Education Skills
Reputation
Skill
Thursday, November 24, 11
Community Equity
DocumentsWiki
BlogsPatents
Contribution
RateCommentRe-use
Tags
Participation
Education Skills
Reputation
Skill
BusinessCommunities
Role
Thursday, November 24, 11
Community Equity
DocumentsWiki
BlogsPatents
Contribution
RateCommentRe-use
Tags
Participation
Education Skills
Reputation
Skill
BusinessCommunities
Role PersonalEquity
Personal
Thursday, November 24, 11
Information Equity
Content Activities Community
Thursday, November 24, 11
Information Equity
Content Activities Community
Thursday, November 24, 11
Information Equity
Content
createmodifydownloadviewratecommenttag
Activities Community
Thursday, November 24, 11
Information Equity
Content
createmodifydownloadviewratecommenttag
Activities Community
Thursday, November 24, 11
Personal Equity
My Community Equity Activities Me
Community
Thursday, November 24, 11
Personal Equity
My Community Equity Activities Me
Community
Thursday, November 24, 11
Personal Equity
My Community EquityContributioncreatemodifytag
Activities Me
Community
Thursday, November 24, 11
Personal Equity
My Community EquityContributioncreatemodifytag
Activities Me
Community Participationviewratecommentreuse
Thursday, November 24, 11
Personal Equity
My Community EquityContributioncreatemodifytag
Activities Me
Community Participationviewratecommentreuse
Thursday, November 24, 11
Better Enterprise Search
Thursday, November 24, 11
Better Enterprise Search
Better search results
Thursday, November 24, 11
Better Enterprise Search
Personalized Recommendations
Better search results
Thursday, November 24, 11
Better Enterprise Search
Personalized Recommendations
Expertise Discovery
Better search results
Thursday, November 24, 11
User Profile (WIIFM)
Social Ranking
Recognition (Incentive)
Expertise and Skills discovery
Thursday, November 24, 11
External Communities
Social Media Strategy
Thursday, November 24, 11
Social Media Strategy
ListenMonitor ongoing customer conversations (dialogues) with each other to obtain insights for marketing and product development TalkParticipate in, and stimulate dialogues between customers
EnergizeEmpower your company advocates /enthusiasts through social media to influence the buying decisions of others (be trustworthy)
InnovateUse the customer to drive innovation , improve products and services
Thursday, November 24, 11
Examples and Use Cases
Thursday, November 24, 11
Trends – Declarative Living Profile Services , e.g., Facebook, MySpace, LinkedIn, Xing ....
Thursday, November 24, 11
Trends – Ambient Awareness
Microblogging, 140 characters, real time
Twitter is a base service – innovation happens around it
Thursday, November 24, 11
Trends – User-Generated Content Increasing number of services (blog,wiki,forum etc.) enable users to share their
opinions, rate products, services, etc.
Thursday, November 24, 11
Trends – Social Recommendations
Use of social networks and other social media as the basis for buying decisions
Thursday, November 24, 11
Trend - Social Analytics Discover Trends, Sentiments - basis for personalized recommendations
Thursday, November 24, 11
Examples & Case Studies
Thursday, November 24, 11
Case StudyProblem
Knowledge sharing and collaboration for Global Customer Engineering 100's of different websites and knowledge repositories People do not re-use knowledge (not invented here)
Social Media Strategy Consolidate main web venues into a single social enabled community framework Incent people for active participation and contribution
Approach Create SunSpace – an enterprise-wide social community platform
MyProfile (Facebook like component) Standardized Community features (Wiki, Blog, Forum, Collaboration) Integrated search Community Equity to evaluate value flow between people, communities, content
Results 25 000 users (target was 12 000), 10x growth in usage within 6 month Consolidated five internal web venues and repositories
Thursday, November 24, 11
Case StudyProblem
Wanted to sell more Lego sets to adults
Social Media Strategy Energise existing community of Lego enthusiasts (Adult Fans of Lego)
Approach Create Lego Ambassadors program to build relationships with most enthusiastic AFOLs
and learn what’s going on in the highly connected AFOL world AFOLs compete for one of 25 ambassador positions, and are paid in Lego blocks Provide Lego ambassadors with information on new/upcoming products and allow
them to spread the information through their own personal networks
Results Each ambassador in touch with and promotes the product to on average 100 other
AFOLs, believe significantly more effective than traditional advertising Ambassadors listen to other AFOLs, develop consensus, and share their desires with
Lego, often included in product design discussions
Thursday, November 24, 11
Case Study
Problem How to keep the Mini relevant in the face of growing competition Knew Mini owners loved their cars, but not why or how they
could take advantage of it
Social Media Strategy Listen to Mini owners (higher than average number of creators, critics)
Approach Select an online brand monitoring service to monitor the buzz on its brand (e.g.,
through blogs, discussion groups/forums, social networks like MySpace)
Results Enabled Mini to measure the effects of its own marketing efforts Revealed how Mini owners felt – like members of an exclusive club – Mini owners Led Mini to market to Mini owners rather than prospective Mini buyers – coded ads that
only Mini owners could read, Mini car rallies Determined that when online promoter scores went up, so did sales the next month
Thursday, November 24, 11
Case Study
Problem Buying luggage is usually much more hands-on than buying for
example books, putting e-tailer eBags at a disadvantage compared to retail luggage stores
Social Media Strategy Energise luggage critics to influence spectators
Approach Implement a ratings and review system for luggage on eBags.com
Results Rating and review system converted more lookers to buyers on eBags According to Forrester statistics
76% of customers use online reviews to help make purchases 96% of sites with ratings/reviews consider them highly effective Visitors to Petco’s pet supplies site who browsed by highest rated products were
49% more likely to buy
Thursday, November 24, 11
Case Study
Problem How to use dog lovers to better design, package and sell pet products
Social Media Strategy Engage dog lovers in the innovation process
Approach Created a private community called “I love my dog/dogs are people too”
Results Pet lovers were happy to describe in detail what they were looking for
dog treats that looked like people food enhanced with vitamins and minerals
Del Monte launched a new line of dog treats based on this feedback and “Snausages” are selling well
Thursday, November 24, 11
Case Study: My Dell Hell Dell's reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries.
Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.
.
Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
Thursday, November 24, 11
Case Study: My Dell Hell Dell's reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries.
Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.
.
Lesson: A single image can be powerful. Use social media to stomp out fires before they turn into wildfires
Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
Thursday, November 24, 11
Case Study: BP Fail BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it finds its Facebook pages clogged with outraged environmentalists. As if BP didn't already piss off environmentalists.
Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.
.
Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
Thursday, November 24, 11
Case Study: BP Fail BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it finds its Facebook pages clogged with outraged environmentalists. As if BP didn't already piss off environmentalists.
Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.
.
Lesson: If you've already got a shoddy reputation, you've got to work three times as hard to fix the mistake.
Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
Thursday, November 24, 11
Case Study: United Breaks Guitar
Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
United breaks David Carroll's guitar and makes little effort to compensate him. So David does what's natural to him: he makes a music video.
Later, a Times newspaper reports that four days after the videos release, United Airline's stock price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and has over 11m views. Customer service fail.
http://youtu.be/5YGc4zOqozo
Thursday, November 24, 11
Case Study: United Breaks Guitar
Lesson: Respond to customer complaints, quickly.
Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails
United breaks David Carroll's guitar and makes little effort to compensate him. So David does what's natural to him: he makes a music video.
Later, a Times newspaper reports that four days after the videos release, United Airline's stock price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and has over 11m views. Customer service fail.
http://youtu.be/5YGc4zOqozo
Thursday, November 24, 11
Live Case Study ..
Werner Faymann östereichischer Bundeskanzler
http://www.facebook.com/bundeskanzlerfaymann
Thursday, November 24, 11
18. November 2011
http://www.salaminews.at/chronik/facebook-meldet-mitgliederrekord-faymann-als-zugpferd-in-europa/
Thursday, November 24, 11
http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/
Thursday, November 24, 11
Reaction’s
http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/
Thursday, November 24, 11
Source:http://www.oe24.at/oesterreich/politik/Faymann-Hacker-greifen-den-Kanzler-an
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Discussion
What did they do wrong ?
How would you react ?
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Revised - Social Media Strategy
Thursday, November 24, 11
Revised - Social Media Strategy
✓ Rule #1: Listen
Thursday, November 24, 11
Revised - Social Media Strategy
✓ Rule #1: Listen✓ Rule #2: Engage
Thursday, November 24, 11
Revised - Social Media Strategy
✓ Rule #1: Listen✓ Rule #2: Engage✓ Rule #3: Be Real
Thursday, November 24, 11
Revised - Social Media Strategy
✓ Rule #1: Listen✓ Rule #2: Engage✓ Rule #3: Be Real✓ Rule #4: Be Respectful
Thursday, November 24, 11
Revised - Social Media Strategy
✓ Rule #1: Listen✓ Rule #2: Engage✓ Rule #3: Be Real✓ Rule #4: Be Respectful
✓ Rule #5: Have Fun
Thursday, November 24, 11
Thanks !
Email: [email protected]: http://blogs.oracle.com/peterreiserTwitter: http://twitter.com/peterreiserSlideshare: http://slideshare.net/peterreiser
Thursday, November 24, 11