This is a presentation Mike Manning and I put together to propose building an intranet with social tools integrated at our former company. There is a lot of great content in this deck so I wanted to share it.

1. Social Media
By Mike Manning & Kevin Metzger
November 15, 2010

2. Topics We’ll Cover
• Social Media introduction
• Exploration of initial social objectives
• Primary focus on internal & deployment of intranet
• External
3/2/2013 2

3. Social Media Defined
A platform meant to encourage two way conversation and create engagement.
Social Media Is NOT… Social Media Is…
One-way conversation Open conversation
Short-term or experimental Strategic investment over the long term built
Something you can do without participation with trust through conversation
Mass media Focused media channel for engagement in
discussion and idea building.
Another marketing channel Multidirectional, authentic interaction
Another place to distribute press releases Greater emphasis on items that add value to
audience. Press releases & other content can
and should be distributed, but should not be
primary focus.
Social Media is an innovative approach to doing business with customer rather than doing business to
customers. It is also a great method for driving conversations and trust within a company.
3/2/2013 3

4. Business Trends
n = 268
Streamlite is consistent w/ most other companies regarding social media,
but a bit behind on the intranet
3/2/2013 4

5. Initial Social Objectives
Internal Objectives
1. Drive innovation through employee External Objectives
engagement in community. 1. Listening to market conversations
2. Platform to build conversation and 2. Public recruiting tool
community in the company 3. Sales/customer support
3. Internal brand development
Results
1. Drive process improvement opportunities
2. Foster culture change
3. Maintain legacy company knowledge
4. Build internal brand loyalty
5. Better serve and reach customer and prospective customers
3/2/2013 5

6. 3C’s to Success
Content, Conversation & Community
3/2/2013 6

7. The Conversion Prism
3/2/2013 Confidential © 2010 7

8. Internal Focus
Some stand-alone options
Microbloging / Nicheworking Blogging and Forums Collaboration
•Private social network •Internal company blog •Chat rooms & file sharing
•Short messages to employees (announcements, •Hosted internally or externally •One-on-one messaging
etc) •Internal discussion forms for questions and
generating ideas
COMPREHENSIVE, SOCIALLY-ENABLED INTRANET
[[Wiki]]
sCRM Knowledge Sharing Social Bookmarking
• Find customers where they live • Department Wiki pages (HR, IT) • Indicate relevance of articles
• Engage organization in sales • Document management • Show popularity by readers vote
3/2/2013 8

9. Internal Focus
• If Social Media is the “democratization of
information”, it makes sense to open the
information first to Streamlite employees
• Increase understanding of available tools
• Use time to start listening to the marketplace &
fine-tune use of tools
• Start two-way dialogue first with employees on
process improvements & innovation
3/2/2013 9

10. Intranet
• Collaboration and Social features
• Employee profiles
• Company directory
• Chat
• Forums
• Department & company calendars
• Blogs (executive, employee: sales, ops, etc)
• Document management & sharing
• Wikis
• Online Forms
• Links to resources (HRMS, Company Store, etc)
3/2/2013 10

11. Intranet Risks
And potential ways to mitigate them
1. Low organizational buy-in
• SMB buy-in/use and constant refreshing of
information
• Department-level administration
2. Employee Education
• Acceptable Use Policy
• User-level access
• Authorized Access Policy
3/2/2013 11

12. External Listening
• Start listening to the marketplace
• What are people saying?
• Where are they saying it?
One of the most common concerns expressed about social media
is a reasonable fear that customers will air their grievances on a
company-sponsored platform such as (blog, Twitter, or forum).
Our clients and their customers are online and already have the
means to talk about us. Listening provides the opportunity to
respond.
3/2/2013 12

13. Transition to External
• Blog
• Employee stories
• Listings of jobs
• Social recruiting sites
Recruiting • Linked In
• Twitter
• You Tube
• Facebook
• LinkedIn
• Training for sales force use to connect with potential
customers
Lead Gen. & • Twitter
Customer • Respond to customer concerns (already doing)
• Company Blog
Support • Increase SEO
• Support the recruiting effort
• Engage in conversation with customers
3/2/2013 13

14. Case Study Kinaxis
Goals Strategy Results Other Data
• Double web traffic • Find out where the • Traffic: • Community has 3644
• Double conversions (leads) audience hangs out • 2.7X increase in traffic to members
• Foster a greater awareness • Get involved in key online Kinaxis.com • They have 13 members of
of the company’s supply- locations • 3.2X increase in the company blogging
chain management • Drive interest from there conversions (leads) • Posted 11 articles in
solutions to the Kinaxis Web • 5.3X increase in traffic to October and average of
properties by adding value the blog/community 84 views per post
(not selling )through the • Community: • 22 comedy based
creation of a highly videos, highlighting
• 6X increase in registered
engaging, content-rich benefits of Kinaxis
community members
“home” for supply chain • 15 informational videos
experts to • Revenues:
• Double-digit subscription • $70k research spend with
LEARN, LAUGH, SHARE and
growth (paid users of Forrester to understand
CONNECT
SaaSproduct community
RapidResponse), topping • https://community.kinaxis.
30,000 users and com/index.jspa
counting
3/2/2013 14

15. Thank you