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The Big Social
2011
Telligent Customer Conference
#Telligent #TheBigSocial
Communities Without Borders
Bill Johnston, Dell
Forrest W. Lymburner, Texas Instruments
Dharmesh Singh, Microsoft
The Big Social 2011
Agenda
 Session Objectives
 Industry Trends
 Panel Introduction
 Panel Discussions
 Continue Learning
 Q&A
2
The Big Social 2011
Session Objective
Your organization is global, why isn’t
your community?
Learn from a panel of experts on what it
takes to implement communities across
multiple regions and countries.
3
The Big Social 2011
Bill Johnston
4
Director of Global Online Community, Dell
@BillJohnston
 # years working
with online
communities
 Key responsibilities
 Countries with
communities
 # community
members
 Interesting
The Big Social 2011
Dharmesh Singh
5
Director of Office 365, Microsoft
@dpstomar
 3 years working with
online communities; 14
yrs. at Microsoft working
globally
 Key Responsibilities
 Vision, Strategy and
Execution
 Drive Feedback into
Engineering
 Launched Office 365
community
The Big Social 2011
Forrest W. Lymburner
6
WW Community Program Manager, Texas Instruments
 3 years working
with online
communities
 Key
Responsibilities
 Focused communities
in 4 regions
 70,000 community
members
 Recently launched
The Big Social 20117
Panel Insights
8 Online Community Strategy & Planning
Dell’s Online
Community:
An extended, online
network of
relationships
between
employees, partners
and customers.
Communities Without Borders - The Big Social (Sept 2011)
The Big Social 2011
Aligning regional community
strategies
 Intention is constant; engagement
contextual
 Rely on local team member’s
perspective
 Local 3rd party research partners
 Lots of planning with local teams
 Go see yourself!
10
The Big Social 2011
When should you “cross the
streams” ?
 What is driving the requirement?
 Net positive impact? (everybody must
win)
 Type of content / interaction (wiki vs.
forum)
 Pros / Cons
 Mixed language
 RTT / Machine
 Human / Crowd
11
The Big Social 2011
Launching regional communities
from the Mothership
 Business need?
 Critical mass in region / language?
 Language or region specific?
 Ingredients for Success: Content +
Local Core
12
The Big Social 2011
Office 365 Community
 Launched Jun
24th
 9 Languages
 English, French, Italian, Ger
man, Spanish, Russian, Kor
ean, Japanese and
Traditional Chinese
 Advocacy, Feedba
ck and Support
13
The Big Social 2011
Getting Started
 One by One
“Lets start skunk works marketing project out of engineering”
 Think big start small
 Celebrate the small victories
14
The Big Social 2011
Managing Successful
Communities-
Culture, Culture, Culture!!!
 Community is about
 Engagement
 Transparency
 Commitment
 Think “Glocal”
 Leverage Local teams
 Reward experts
15
The Big Social 2011
Understand Cultural Differences
 How do you implement your
community in a way that aligns with the
cultural differences in each region?
Cookie-cutter doesn’t work
Sociology is key
Know the social media space
 (It’s not all Twitter, Facebook
& YouTube)
16
The Big Social 2011
Your Regional Business
Practices
 How can you make your community
reflect the way you do business in a
region?
 Sustainable & scalable for the
language
 Direct or In-Direct sales model
 Brand perception
 Partner or Enforcer?
17
The Big Social 2011
Regional Web Standards
 How do you make sure your
community aligns with the web
standards of the region?
18
The Big Social 201119
The Site We Built
The Big Social 201120
The way we should have built it
REMINDER
#Telligent #TheBigSocial
Continue your learning:
 Partner Pavilions
 Networking
 Telligent demonstrations
 Telligent Community 6.0
 Telligent Enterprise 3.0
 Telligent Analytics
 Keynote – Jeff Hayzlett
After The Big
Social
#Telligent #TheBigSocial
 On Monday morning …
 Take inventory of your international social media
programs
 Collect data/listening research to find the gaps in your
social strategy
 In 3 months
 Identify your focus markets and develop individualized
plans for each
 Immerse yourself in the culture - consider face-to-face
meetings for key regions
REMINDER
#Telligent #TheBigSocial
After The Big Social is over – continue learning:
 Online Community Strategy –
billjohnston.net
 Community Management & Best Practices
– The Community Roundtable
 Community Management & Social Media
Strategy – Blaise Grimes – Viort’s Blog
REMINDER
#Telligent #TheBigSocial
After The Big Social is over
 Visit Telligent.com/bigsocial/
 Customer Connection – Telligent Community
customers
 Employee Community – Telligent Enterprise
customers
 Telligent Support – Customer service and
support
 Developer Space – Extend and integrate the
platform
REMINDER
#Telligent #TheBigSocial
Stock Questions (KJ: will delete this slide and give them to Rob to ask)
 How do I know if I should take my community global?
 When should I do it?
 When should I not do it?
 What are the necessary team dynamics/skills to make a global community
successful?
 Any more questions to seed?

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Communities Without Borders - The Big Social (Sept 2011)

  • 1. The Big Social 2011 Telligent Customer Conference #Telligent #TheBigSocial Communities Without Borders Bill Johnston, Dell Forrest W. Lymburner, Texas Instruments Dharmesh Singh, Microsoft
  • 2. The Big Social 2011 Agenda  Session Objectives  Industry Trends  Panel Introduction  Panel Discussions  Continue Learning  Q&A 2
  • 3. The Big Social 2011 Session Objective Your organization is global, why isn’t your community? Learn from a panel of experts on what it takes to implement communities across multiple regions and countries. 3
  • 4. The Big Social 2011 Bill Johnston 4 Director of Global Online Community, Dell @BillJohnston  # years working with online communities  Key responsibilities  Countries with communities  # community members  Interesting
  • 5. The Big Social 2011 Dharmesh Singh 5 Director of Office 365, Microsoft @dpstomar  3 years working with online communities; 14 yrs. at Microsoft working globally  Key Responsibilities  Vision, Strategy and Execution  Drive Feedback into Engineering  Launched Office 365 community
  • 6. The Big Social 2011 Forrest W. Lymburner 6 WW Community Program Manager, Texas Instruments  3 years working with online communities  Key Responsibilities  Focused communities in 4 regions  70,000 community members  Recently launched
  • 7. The Big Social 20117 Panel Insights
  • 8. 8 Online Community Strategy & Planning Dell’s Online Community: An extended, online network of relationships between employees, partners and customers.
  • 10. The Big Social 2011 Aligning regional community strategies  Intention is constant; engagement contextual  Rely on local team member’s perspective  Local 3rd party research partners  Lots of planning with local teams  Go see yourself! 10
  • 11. The Big Social 2011 When should you “cross the streams” ?  What is driving the requirement?  Net positive impact? (everybody must win)  Type of content / interaction (wiki vs. forum)  Pros / Cons  Mixed language  RTT / Machine  Human / Crowd 11
  • 12. The Big Social 2011 Launching regional communities from the Mothership  Business need?  Critical mass in region / language?  Language or region specific?  Ingredients for Success: Content + Local Core 12
  • 13. The Big Social 2011 Office 365 Community  Launched Jun 24th  9 Languages  English, French, Italian, Ger man, Spanish, Russian, Kor ean, Japanese and Traditional Chinese  Advocacy, Feedba ck and Support 13
  • 14. The Big Social 2011 Getting Started  One by One “Lets start skunk works marketing project out of engineering”  Think big start small  Celebrate the small victories 14
  • 15. The Big Social 2011 Managing Successful Communities- Culture, Culture, Culture!!!  Community is about  Engagement  Transparency  Commitment  Think “Glocal”  Leverage Local teams  Reward experts 15
  • 16. The Big Social 2011 Understand Cultural Differences  How do you implement your community in a way that aligns with the cultural differences in each region? Cookie-cutter doesn’t work Sociology is key Know the social media space  (It’s not all Twitter, Facebook & YouTube) 16
  • 17. The Big Social 2011 Your Regional Business Practices  How can you make your community reflect the way you do business in a region?  Sustainable & scalable for the language  Direct or In-Direct sales model  Brand perception  Partner or Enforcer? 17
  • 18. The Big Social 2011 Regional Web Standards  How do you make sure your community aligns with the web standards of the region? 18
  • 19. The Big Social 201119 The Site We Built
  • 20. The Big Social 201120 The way we should have built it
  • 21. REMINDER #Telligent #TheBigSocial Continue your learning:  Partner Pavilions  Networking  Telligent demonstrations  Telligent Community 6.0  Telligent Enterprise 3.0  Telligent Analytics  Keynote – Jeff Hayzlett
  • 22. After The Big Social #Telligent #TheBigSocial  On Monday morning …  Take inventory of your international social media programs  Collect data/listening research to find the gaps in your social strategy  In 3 months  Identify your focus markets and develop individualized plans for each  Immerse yourself in the culture - consider face-to-face meetings for key regions
  • 23. REMINDER #Telligent #TheBigSocial After The Big Social is over – continue learning:  Online Community Strategy – billjohnston.net  Community Management & Best Practices – The Community Roundtable  Community Management & Social Media Strategy – Blaise Grimes – Viort’s Blog
  • 24. REMINDER #Telligent #TheBigSocial After The Big Social is over  Visit Telligent.com/bigsocial/  Customer Connection – Telligent Community customers  Employee Community – Telligent Enterprise customers  Telligent Support – Customer service and support  Developer Space – Extend and integrate the platform
  • 25. REMINDER #Telligent #TheBigSocial Stock Questions (KJ: will delete this slide and give them to Rob to ask)  How do I know if I should take my community global?  When should I do it?  When should I not do it?  What are the necessary team dynamics/skills to make a global community successful?  Any more questions to seed?

Hinweis der Redaktion

  1. Creation of communities targeted at priority segments that offer a range of social activities ranging from support, knowledge /best practice sharing, ideation/crowd souring and lead gen.