Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking

Presented By:

Unleashing the Full Potential of Social Networking

André Boisvert
Chief Architect
Yellow Pages Group

© Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.

Yellow Pages Group
At a Glance
 Yellow Pages Group is a leading media and
marketing solutions company in Canada.
 We serve approximately 300,000 local businesses
through our nationwide sales force of media
consultants.
 YPG also caters to the country’s largest national
agencies and advertisers through Mediative, its
national digital advertising and marketing solutions
division.

2

8.7 million
Unduplicated unique visitors to
our network of websites

5.9 million

31%
Internet users reached in
Canada each month

Downloads of our mobile apps


3

Traffic & Distribution Channels
To name a few…


4

Sales force of

media
1,100 consultants
and sales support staff in Canada

5

Digital Transformation


6

The Visible Part - Before

Purpose & Mission
We Exist to Champion the Neighborhood Economy.
We Connect Consumers and Businesses.

Product Portfolio
•

Printed Directories


7

The Visible Part - After

Purpose & Mission
We Exist to Champion the New Neighborhood Economy.
We Connect Consumers and Businesses Whenever & Wherever.

Product Portfolio
•

Printed Directories

•

YPG Web & Mobile Properties

•

Third-Party Web & Mobile Properties

•

Social Platforms


8

The Not So Visible Part

Customer Service

Marketing

Fulfillment

Sales
Information Technology

About Cultural Transformation

“Take care of the big things
“Take care of the littlethings
and
the little things will take care of themselves.”
the big things will take care of themselves.”


10

Next-Generation Intranet
Centralized Place to Find Information about the Organization
with a Specific Focus on…
Collaboration

Employee
Generated
Content

Social
Interactions

Knowledge
Sharing

Learning


11

Architecture Overview

Enterprise
Social
Platform

Web Content
Management

Document
Storage

Self-Service
Learning

Global Navigation and Announcement Bar
Global Search

Single Sign-On

Key Elements


13

Key Elements
Global Navigation & Announcement


14

Key Elements
Document Storage & Sharing


15

Key Elements
Traditional Intranet Pages


16

Key Elements
Self-Service Learning


17

Key Elements
Global Search

Messages

Pages
Documents

Subjects
People

18

The Little Things about the Intranet
Works on any browser
Works with any device
Works from anywhere at anytime

Anyone can contribute


19

Transforming The Way We Work
Marketing with Sales
Objective: The Creation of a Sales Collateral
1.

Marketing asks Sales if having a specific
new collateral would be useful

2.

Sales provides feedback (via a poll)

3.

Marketing broadcasts the new collateral

4.

Sales provides feedback about the new
document


Transforming The Way We Work
Product Management with IT
Objective: Support Agile Development
1.

Find Experts / Subject-Matter Experts
Within The Organization

2.

Publish Wireframes / Screenshots
For Early Feedback (via a poll?)

3.

Keep Everyone Updated On Project
Progress and Roadblocks


Change Management & Adoption
The Pillars of the Adoption Strategy
• Strong Executive Support

• Early Adopters
• Tight Planning of Key Use Cases
Usage Policies
• Self-Policing Approach
• Focus on Expected Behavior
• Encouraging Appropriate Casual Use
• No Major Incidents

22

Best Practices and Lessons Learned
• Identify Strong Use Cases To Get Things Moving

• Find your « Natural » Early Adopters And
Get Them On Board
• Balance Top-Down, Bottom-Up and Middle-Out
Adoption Strategies
• Do Not Be Afraid To Try…
• … And Be Ready to Adapt
• Take An Open And Trusting Approach To Governance


The Future
Continued Focus on Adoption
Implement New Entry Points
• RSS Feeds
• Outlook Mailbox
• Within Business Applications

Integrate Others Collaborative Applications
• Wikis
• Enterprise Project Management



25

Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking

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