Enterprises have moved beyond Sharepoints and intranets; this Webcast takes a closer look at the social-networking tools that enterprises are using (Facebook, Twitter, and wikis, to name a few) to empower employees, disseminate information, and keep tabs on customer requirements and feedback. We look at how these new tools foster collaboration and create new ways to share enterprise data, allowing end users to unlock value and insights that were previously inaccessible. Jennifer Lindsay is principal of Jennifer Lindsay Digital and is an Emmy-nominated Web strategy consultant. She has demonstrated expertise in connecting with key influencers through utilization of cutting edge social media, SEO, SEM, content strategy, Web 2.0, PR 2.0 and Internet/content management and digital methodologies for major B2B and B2C clients including Microsoft.

1. Socially Enterprising
Best Practices & Best in Class
Moderated by Terry Sweeney
Presented by Jennifer Lindsay

2. Know Your Audience
Targeted messages will be more likely to engage your audience

3. Tap Into Customer Conversation
Exchange of peer-to-peer ideas, information is key

4. Listening Is Key

5. It’s Important to Interact – Even
With Negative Commentary

6. Over 2 Billion Conversations
Indexed Daily
“These conversations are going to occur whether you like it or
not. Do you want to be part of that or not? My argument is you
absolutely do.
You can be a better company by listening and being involved in
that conversation.”
– Michael Dell

7. Every Customer Is Now…
A publisher
A subject-
matter expert
A broadcaster
A network
A critic
Syndicated

8. Social Media Best Practices

9. Tune In
Listening to your audience
means finding them online in
the social spaces where your
audience is already
communicating to better
understand them.
Five ways to get started:
1.Use a monitoring tool
2.Set up search alerts
3.Set up a few blog searches
4.Set up Twitter searches
5.Search for your
organization's name on social
networks

10. Establish Clear Goals
& Purpose
Set the overall tone by positioning the community behind a
clearly defined goal or purpose with members

11. Fresh Content Keeps Users
Engaged
Develop a value-oriented content strategy considering content
creation, management, integration/ publishing workflow, and
user-generated content
Campaign
Campaign
Vibrant
Interaction
Ongoing
LevelofEngagement
Time
Continuous content publishing

12. Popular Business Resource
Source: December 2009 Business.com Social Media Benchmarking Study

13. Its about executing the right program. Community features should
be carefully engineered and phased in
Community Tools
• Upload Content
• Review Content
• Rate Content
• Rate Reviews
• Tag Content
• RSS (e.g. Board Topics, Blogs)
• Featured Content
• Featured Reviews
• Polls/Voting
• Surveys
• Post Announcements
• Message Boards
• Wiki Support (e.g. Tips/Techniques)
• Group Chat / Personal
• IM Integration (Yahoo, AOL, MSN)
• Blogs (For Members)
• Bookmarks (Any Community Page)
• Podcasting (Publish/Subscribe
Capability)
• Messaging Center (Alerts/Emails)
• Favorite Links
Member Profile
• Member profile page
• Member ratings
• Group level profiles
• Friends list
• Interests
• Personal calendar
• Manageable member
photos
• Presence (I'm online
/offline)
• Member self marketing
tools
Target Discovery
• Search For Members
- By Member Name
- By Member Attributes
- By Interests
• Matching Tools
- Find Like Members
• Search By Subjects
- By Topics
- By Community Tags
Special Events
• Webcasts
• Live Chat
• Event Bloggers
• Streaming Media (Audio
and Video)
• Sweepstakes
Reporting Tools
• Dashboards/Alerts
• Relationship Interface
Engine
• Community Activity
Reporting
- Profiles
- Interactions
- Topics
• Basic Web Traffic Stats
Administrative
• Community set up admin
• Moderate user content
• Monitor for abuse / spam
• Monitor abusive photos
• Ban/block members
• Manage “featured
members”
• Manage “featured reviews”
Technical
• Community API
• LDAP/SSO Integration
• Web Content Integration
• Mobile Integration
• Community Aggregation
It’s Not About Features

14. Leverage social media best practices from brands like
Salesforce, Dell, and Mozilla
Key Takeaways:
• Your Website is the hub = SEO
• Focus on a few social networks
• Engage on forums, blogs with most
engage-able content
• Drive traffic on social networks and through
engagement back to your site
• Publish compelling content on social
networks
• Scale engagement operations
• Incentivize user-generated content
• Increase level of engagement and build
advocacy over time
Example Engagement Model

15. Strategically plan and seed forums with topics, content, and selected
member evangelists to establish and drive the right tone and
conversations
CompanyCompany
SolutionSolution
Area 1Area 1
SolutionSolution
Area 2Area 2
SolutionSolution
Area 4Area 4
SolutionSolution
Area 3Area 3
Specific ContentSpecific Content Specific ContentSpecific Content Specific ContentSpecific ContentSpecific ContentSpecific Content
Online
Conversations
Company-Level
Discussions
Content
Categories
Specific
Content
Engaging the community discussion at different levelsEngaging the community discussion at different levels
11
22
33
Jumpstarting the Conversation

16. Participant Acquisition Social Media Programs ROI Value
What’s the cost to gain
participants?
What’s the interaction with
customers and prospects?
What’s the financial impact to
the business?
Value
Analysis
• Which campaigns draw
participants?
• Which what type of
users are you drawing?
• What are the most
cost-effective tools?
• Content analysis (topics /
conversations)
• Participant analysis
(relationships / analysis)
• Overall social media strategy
(tools)
• Commerce revenue (leads,
commerce)
• Compare social media
participants vs. site
members
• Collect available data and
analyze cost savings
Key
Metrics
• New participants and
discussion
• Buzz around company
announcements /
information
• Page views (tools and
site)
• Size of following
• Frequency of activity
• Relationship quality
• Types of posts and depth
• Most popular keywords
• Viral growth
• Direct value (commerce,
cost savings, leads)
• Indirect value (insights,
user-generated content)
• Stronger customer
relationship / accessibility to
prospects
Report
Sources
• Social media reports
• Listening tools
• Consumer-generated
media mining
•Activity on social networks • Reach key influencers
directly, transparently
• Audience profiling
• SEO
Metrics & Measurement

17. Foster participation, interaction, and loyalty.
Users are
recognized for
achievement
Timely tasks
give incentive
to return and
engage
Users can
create profiles
Virtual prizes
keep
community
incentivized
Utilize Member Recognition

18. Utilize social media to extend the community and build critical mass
Where to start:
•LinkedIn
•Twitter
•Facebook
Also consider:
•Slideshare
•YouTube
•Flickr
•Orkut
Promote on Social Networks

19. Interacting with your community and using social media become an
inherent part of doing your job and change the way you work
• Actively Participate: Content, conversations, and ideas
• Analyze Program Reports: Marketing, community, commerce
• Extract Value from Conversations: Product ideas, customer
needs, insights, member profiles
• Checkpoint: Purpose, direction, progress, and value
• Optimize and Refine: Refocus direction, expand initiatives,
improve content, topics, and/or features
Commit to Being Involved

20. • Make social-media training
required
• Have policy posted on intranet
and on homepage of your blog
or primary social hub
• Policy is required reading for
employees who participate in
social media – that is, every
employee
Use Best Practices to Mitigate Risk

21. Examples of Successful
Social Media Engagement

22. Salesforce’s Approach
Salesforce SMB page
displays Tweets of
customers praising the
products
• Salesforce’s small business
center is the central hub and
then leverages multiple
social-media sites to engage
• Landing page features an
interactive product tour,
free trial offer, customer
video testimonials,
Salesforce in the news,
and customer Tweets
• Salesforce engages
customers on multiple
social-media sites

23. The Purchase Process
Salesforce starts
conversations by
sponsoring UGC contests
and sharing interesting
content
The Facebook wall serves
as a sounding board for
brand advocates
Multiple Twitter streams address
different customer needs
Individuals are engaged on
Twitter and Facebook to offer
relevant and value-driven
content as a part of outreach

24. Users can post questions,
Re-Tweet answers, and
award points to the best
solutions
LinkedIn discussions let
users ask questions and
receive answers from
experts and peers
Very active LinkedIn
community with 5-20
updates per day
Connect Users With Experts

25. Mozilla’s Approach
Mozilla offers a number of support
forums and wikis
Mozilla has a number of blogs,
social network profiles, social
news, and event profiles

26. Community as WOM Engine
• Spreadfirefox.com is
the hub of the Mozilla
Firefox community
featuring a campus
rep program,
community news, and
events, projects, and
resources
• Firefox enlists its
community to
undertake marketing
projects to earn
points and gain
recognition
Firefox provides a community
marketing guide and allows
members to call-in to a bi-
weekly conference call
In 2008 Mozilla broke the
world record for the most
software downloaded in 24
hours – reaching 8 million+
using viral marketing tactics

27. Equip Community With Tools
Members are encouraged
to place badges and links
on their profiles, blogs,
websites for points
Firefox awards users with prizes
and recognition for completing
marketing projects and linking
to their site
A community store lets users
create their own Firefox T-shirts
and share their designs

28. Social Networks Energize
& Inform
Facebook is used to
promote contests, feature
UGC, share interesting
news and technology
content
Firefox interacts with users
on Twitter, promotes
updates and spotlights
community members and
featured contests
Users can download Firefox directly
from the Facebook page

29. Social Hub: LizardFeeder
Real-time feeds include
micro-blogs, blogs, code,
wiki, discussions,
bookmarks, add-ons and
events

30. Case Study: The Obama Campaign

31. • Barack Obama won the
presidency in a landslide
• The campaign’s use of
online advocacy is a major
reason for his victory
• They converted everyday
people into engaged and
empowered volunteers,
donors, and advocates
• This was done through
social networks, email
advocacy, text messaging,
and online video
Campaign, Community
& Social Media

32. • MyBarackObama.com has had as many as 8.5 million monthly
visitors
• “How to Help Haiti” and “We Want Our Money Back” are
examples of topical content to keep users engaged
Community Hub

33. Extend the Message
On Social Networks
Barack Obama has 7.2 million followers on Facebook
and 3.2 million on Twitter to engage and energize

34. Questions?