my talk at content world 2011

1. Social Media and the Mid-
Sized Business
Deb Lavoy
Director, Engagement Marketing
Dlavoy@opentext.com
@deb_lavoy
ProductFour.wordpress.com
November 2011

2. Social Media

3. Immediate
Relevant
Honest
Many to Many
Personal
Convenient

4. RELATIONSHIPS

5. Suppliers
Customers
Partners
Employees
Prospects
Market
Investors
Media

6. GOALS

7. Get new customers
Delight customers
Make things easier
Strengthen brand
Improve offering &
outcomes

8. Social Business

9. Process, structure and
technology supporting
the work of people
(rather than vice versa).

10. Show me!

11. Business to Consumer

12. Every industry

13. Business to business

14. Even highly secure, Regulated ones

15. 60% time savings
from internal social collaboration

16. Employee satisfaction up notably.

17. Do you see a pattern here?

18. Try new things!
HoganWillig LLP devised a new promotion called Off
the Clock. Beginning Monday and running through
Friday, the Amherst firm has 50 attorneys available to
answer legal questions posted by people on its
Facebook page.
No billable hour, no attorney client relationship – just
answers or, at least, direction when it comes to a legal
quandary.
http://www.bizjournals.com/buffalo/news/2011/09/26/law
-firm-using-social-media-as.html
18

20. Practicum:
Social Marketing

21. Pull
Destination
Conversion

22. Pull
Go to them, be of use, be of good character.
Paid search
Organic Search
Blogs, fora, linkedIn, Twitter

23. Destination
Bring them to a website or other destination that you
own, and where they can discover more, begin the
conversion process – whatever that is.
Website
Blog, Social tools
Offering info
CONTACT INFO

24. Conversion
Now you can sell. Make sure its delightful to buy.
Website, fora
Social tools
Blog on corpsite
Valuable info or capability

25. Practicum:
Social Collaboration

26. Create
Connect
Compound

27. Create
A team needs to
produce something.

28. Connect
Discovering the
capabilities and
resources of the
organization. The
right person and
information shows up
at the right time.

29. Compound
Building on work that
has already been
done.

30. SUCCESS

31. Purpose is your
most important
success factor.

32. CapabilityMaturityand Delivering
Good Project Gone Bad: Planning, Managing
Model
Complex Technology Projects
Good Project Gone Bad: Planning, Managing and
Delivering Complex Technology Projects
5. Optimizing
4. Quantitatively
Managed
3. Defined
2. Managed
1. Initial

33. The first time
can be
disappointing.
Don’t stop.

34. http://vimeo.com/24715531

36. http://www.stumbleupon.com/su/ATpD9I/www.streetartutopia.com/%253Fp%2
53D2014

37. Thank You.
Deb Lavoy
Director, Engagement Marketing
Dlavoy@opentext.com
@deb_lavoy
ProductFour.wordpress.com
November 2011