Social network NXC presentation by Yngve Tvedt, séminaire 24.11.09 Lausanne: Application open source: Enterprise ready!

1. NXC – OPEN RELIABLE
eZ Publish + Social media
Yngve Tvedt – Group CEO
NXC International SA
24.11.2009

2. Agenda
About NXC
“The OBAMA way”
Case study: Labour Party
Social Media: impact on your business
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3. About NXC
 Established: 2000
 HQ: Lausanne, Switzerland
 8 offices (Switzerland, France, Denmark,
Norway, Ukraine)
 No. employees: 52
 AA rating (D&B) since 2005
 Owned by the management
 2 main branches
 NXC Interactive – Creative, interactive design
 NXC – OPEN RELIABLE – System integrator

4. The NXC Group

5. Solutions – NXC–OPEN RELIABLE
• Corporate web (eZ)
– News, Company presentation, eCommerce
• Intranet/Extranet portals (eZ, Liferay, Alfresco)
– Internal news, wikis, blogs
– Group/Role based with Singel-Sign-On
– Activity calendars
• Document management (Alfresco/Nuxeo/KnowledgeTree)
– Advanced workflows
– Project spaces
– File/Document repository
– Records Management
– Case Management
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6. Solutions – NXC Interactive
• eZ social media platform
– Multi Channel Marketing (Web, Facebook, Twitter,
Mobile etc.)
• eZ Mobile Content Engine
– Mobile APPS – (iPhone, Blackberry, Android)
– Games (Unity, Flash)
• Campaigns (banners, sites etc)
• 3D modeling /Flash development
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7. Business model

8. Enterprise subscribtions
• Your online business is backed by the
vendors and NXC:
– Get a peace of mind with SLA
– Focus on content and features
– Instantly enlarge technical team
– Fixed response time to any issue
– Legal defense
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9. References

10. Elections – Before and after OBAMA

11. What did Obama do ?
• Used the web and social
media to the full extent
• “Every action makes a
different”
– 6 million activist volunteered,
50% of them had never voted
before
• Gave them the online tools to
efficiently campaign for him
• Systematically build database
of potential voters
• Used all the social medias
– Facebook, Youtube, Myspace
etc.
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12. Results – OBAMA campaign
• Email • Groups
– 13 million voters received 7000 – 35 000 groups used the site to
different email, total 1 000 000 000 organize 200 000 “offline” meetings
email • Video - Youtube
• Donations – 2000 official videos
– 3 million voters gave 6,5 million • 80 mill views,
times, total USD 30 mill • 135 000 subscribers
• Social networks – 442 000 unofficial videos
– 5 million friends on 15 different • Mobil
platforms, 3 mill on facebook – 3 mill registered SMS receivers
• Website – They got from 5 to 20 SMS pr.
– 8,5 mill visitors pr. month, 2 mill month
profiles, 400 000 blogs – Total: 200 mill SMS
• Telephone
– 3 million personal phone calls
during the 4 last days of the
campaign
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13. OBAMA – GOD or GENIUS ?
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14. NEITHER,
• OBAMA just had the courage to use the tools
that had been there for many years
– Social medias/networks all based on old
academic theories
• Social networks
– “The strenght of weak ties, Granovetter (1973)
– “A set of measures of centrality based on betweenness,
Freeman (1977)
• Marketing
– “Word of Mouth” – Strongest, but most expensive way of
marketing (before the internet age)
• He put them together into the best
marketing campaign in history !
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15. Case study
Labour Party in Norway
• Federal election, September 2009
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16. Goals for the campaign
• Engage - both our own people and the voters
• “Grass root” - reaching all
• “Up-to-date”- take on the relevant issues, be
flexible
• Clear - straightforward, easy to understand
• Talk about our politics – don’t talk about the
others
• Consistently - Work equally well in all channels
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17. The team
• “The desk”
– 7 persons working with web and social media from 08:30 to
23:30 every day
– Specialists in writing, TV-production, photo and new medias
• NXC – involved since 2007
– System development (web, facebook, mobile)
– Integration between the platforms
– Donation modul
– E Learning
– Splash site
• APT
– Webdesign
• Origo
– “My labour party”
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18. The solution
• eZ publish 4.1
– eZ find – search enging
– User rights /siteacesses
• All cantons/communes have their own site, but all are part of one centralized solution,
sharing content
– Apedia – Online encyclopedia for the political program
– Twitter integration
– Blog pages
– Web TV – Party´s own TV channel
– Venamail – newsletters
• Powerful newsletter tools
– Modern webdesign, using the new design tools like AJAX and Javascripts
• Social media integrations
– Facebook App
– Youtube
– Flickr
– My Labour Party
• Community site, connecting you with other members/voters in your local community
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19. SOME EXAMPLES
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20. ENGAGE
H i, w h a t is
im p o r t a n t
fo r y o u ?

21. What is important for you ?
Write your statement

23. Result:
17 000
Statements

24. SOCIAL MEDIA
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25. Birth of web 2.0. – Social media
• Cultural shift from passive surfers to active
content creators who want to share
– Surf (mid-90s)
– Search (2000-05)
– Subscribe/publish (2006->)
• Shift from push marketing to mix of
push/pull
• Two-way customer dialogues
• Easy, inexpensive technology to
create/distribute content
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26. Online Word-of-mouth
• Word-of-mouth valued as best source of
information
– 93% vs. 67% in 1977
• Twice the value of advertising and
editorial content
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27. What is Facebook?
 Social Media Network
 300 million users, increasing quickly
 People use Facebook everyday to keep up
with friends, upload an unlimited number
of photos, share links and videos, and
learn more about the people they meet.
 Its free

28. Possibilities
 Advertising
 Custom applications
 Access to existing user
database
 Engage
 Mobile integration
 Games

29. Social medias

30. Results - Social Media
• 45 000 “friends” of the prime minster on
facebook
– Daily updated with the latest news in the
campaign
– The friends discuss, and share information
about the campaign and important
happenings
• 250 active “twitters” promoting the party
daily on Twitter.
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31. NEWSLETTERS
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32. Help us win the
election!

33. 24.08.09

34. Sent out
300 000 email
to
25 000 voters

35. Pay for action, not views !!
ONLINE ADVERTISMENT
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36. Quick facts
• 92% of all journalists uses internet to search for
new articles to write
• 66% of all trafic to sites is generated through
search engines
• 80% - Google market share

37. Look for quality, not quantity
• GOAL: Generate traffic to your site
• Payed ads only through Google Adwords
• Banners in Googles content network
(text, banners, videos)
• Youtube-Ads
• Viral marketing effects
• Facebook Ads
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38. Find what people is interested in:

39. Act based on the trends:
We keep you up-to-date…

40. B uild trus t:
“We handle
the
pandemia”
- Relevant
articles,
interviews
etc.

41. Some “success” criteria
• Be well organized
• Manage the balance offline vs. online
• Focus on voters at home and 1. time
voters
• Organize facts and opinions through the
social medias
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42. Facts from the campaign
• Arbeiderpartiet.no
– 310 000 people have visited the site.
– 500 000 people have “met” the party online
• “Important for you”
– More then 17 000 contributions
• Google Adwords
– 13 mill unique views, 57 000 clicks
• E-mail and SMS
– Sent 300 000 email, to 25 000 people
– 100 000 SMS to member and campaign workers
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43. Results of the election
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44. Result – 4 more years in power !!
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45. SOCIAL MEDIAS IN YOUR
BUSINESS
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46. Benefits to collect
• Gain insight into the customer
• Increase user engagement
• Lead generation tools
• Build brand visibility and loyalty
• Promote products and services
• Increase web traffic
• Reduce service costs
• “Pin-point” your marketing
• Innovate quicker, cheaper and better
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47. Example: Customer Community
• Use social networking tools to provide
customers with company and customer-
generated information
• Benefits
– Increase customer interaction touch points
– Builds brand loyalty and trust
– Increase frequency and length of visits
– Market research
– Product feedback
– Reduce pre-sales costs and sales cycle
• Use with multiple technologies
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48. Examples - eGoverment
• Web + Facebook
– Take advantage of the user access database
– News/event feed, directly to the inhabitants
facebook account
– Feedback from the inhabitants
– Local engagement through local community
pages
• Next generation Facebook
– Use the user management system in facebook to
offer online services
• Payments
• Online forms
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49. Examples – Consumer goods
• 1 to 1 communication with you customers
– “Fan sites” – people who likes your brand
• Facebook + web
• Feedback
• Discussions
• Give them news and product/event updates
• Get the positive viral effects
• Luxury goods
– “Exclusive owners clubs”
• Show your new watch to your friends on facebook
• Discuss with other owners
• Watch maker can communicate 1 to 1 with owners of the watches
• Next generation facebook apps
– build online shops inside facebook
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50. Final quote…
“Right now, your customers are writing about your products and services on
blogs and recutting you’re your commercials on YouTube.”
“They´re defining you on Wikipedia and ganging up on you in social
networking sites like Facebook.”
“These are all elements of a social phenomenon that has created a
permanent, long lasting shift in the way the world works. “
Don't see this as a treat – adapt and evolve, and build a
successful business!
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51. Contact info:
Yngve Tvedt
Group CEO
NXC – OPEN RELIABLE
Email: yngve@nxc.ch
MORE INFORMATION ?
24.08.09