Many large companies recognize the importance of social media tools but lack the vision on how to use them in conjunction with long-term initiatives and measure their effectiveness, according to a survey conducted by Vignette Corporation (NASDAQ: VIGN) in partnership with the Marketing Leadership Roundtable and the Corporate Executive Board. The results will be discussed in a June 10 Webcast presented by Vignette. The survey collected almost 200 responses from companies with median revenue of $333 million. Fifty percent of the respondents work at companies that have 1,000 employees or more and 62 percent come from B2B organizations.

1. Social Media Trends and
Best Practices
A Roadmap to Build a Successful Web 2.0 Strategy
Gerardo A. Dada
Sr. Director, Product Marketing
© 2009 CONFIDENTIAL & PROPRIETARY 1

2. Agenda
1. State of Social Media
 What is Social Media
 Survey Results and Insights
2. What Does Web 2.0 Mean for Your Business
 Understanding What and How
3. Key Strategies for Success
 Best Practices and Practical Advice
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3. Cluetrain Manifesto, 1999
“Markets are conversations. Their members communicate
in language that is natural, open, honest, direct, funny and
often shocking…the human voice is unmistakably
genuine... Corporate firewalls have kept smart employees
in and smart markets out. It's going to cause real pain to
tear those walls down. But the result will be a new kind of
conversation. And it will be the most exciting conversation
business has ever engaged in.”
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4. About the Study
Vignette, the Marketing Leadership Roundtable and
the Corporate Executive Board partnered to conduct
a survey to understand Trends in Social Media and
Web 2.0 during February.
• Almost 200 responses from companies with a median
revenue of $333 million dollars. 50% Enterprise (over
1,000 employees)
• The results are very consistent with trends we have
observed and with results from similar research from
leading analysts and have been validated with other
industry experts.
About the Presenter
Gerardo A Dada is Senior Director of Product Marketing for Vignette. He has more than a decade of driving high-tech
marketing with a focus on the Web and social media experiences. Prior to joining Vignette, he served at Microsoft as director
for worldwide developer audience marketing and community. His responsibilities included managing the developer experience
and loyalty and the Broad Customer Connection initiative. He led the company’s community strategy across online and offline
channels including blogs, forums, wikis, user groups, influencers and content syndication. Prior to Microsoft Gerardo helped
global organizations like Motorola, Sony Ericsson, Orange and Vodafone build their developer and partner community
strategy. He is a frequent speaker at industry events and has written for technical and business publications around the world.
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5. What is Social Media?
facebook User Generated Content
Web 2.0 gadgets
Communities
wikis Enterprise 2.0
blogs ratings
Social Networking
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6. Social Media is New and Important
There is no doubt social media is important. It has changed our lives. It has changed business forever. And it has changed
very quickly. The data shows most companies are just getting their feet wet.
Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, most were unsure how
• Only 14% of organizations
Importance of Web 2.0 Relative to
Other Initiatives have 2 years of experience
with social media.
Completely
The Most Irrelevant
Important Thing 1%
Less Important • 50% have started their
We Do 8%
7% Somewhat Less social media initiatives in the
Important
15% last two years.
More Important
23%
• 23% have plans of using
social media in the future
Somewhat
More Important Equally as but have not started.
14% Important
32%
• Only 13% have no plans for
using social media soon.
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7. Why use Social Media
Today, the majority of social media activities are being driven by marketing
 Key drivers are awareness, engagement and lead generation
We are only scratching the surface – other proven uses include:
 Customer support communities can produce significant costs savings
 Employee interaction, knowledge management, expertise location, on-boarding, etc.
 Engaging internal and external communities for Ideation
Many more use cases will surface as people try new things
Key driver for Social Media Who leads the Web 2.0
efforts efforts?
80% Customer Other -
70% relations HR, PR
60%
Axis Title
6% 11%
50% Consultant IT
40% or Outside 12%
30% agencies
20%
10% 2%
0%
Other -
Communit KM, recruit
Marketing, Marcom
Customer y ment, rese
Marketing
Product and Support 69%
Relations Involveme arch, sales
Marketing Branding
nt enablemen
t
Series1 67% 75% 56% 35% 38% 14%
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8. • Low Cost Marketing
Why • We HAVE to Do It
• Getting Traction
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9. What People Are Saying
“B2B social media is still nascent with “We view it as an immature medium, and
many learnings. You need to we're waiting for more clarity before we
experiment.” make large investments.”
“All ideas are on the table and most
ideas are unknown.”
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10. Evolution of Social Media
2007 2008 2009
Why? Try Embrace
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11. Effectiveness
Effectiveness of Web 2.0 Initiatives
Ineffective
6%
Effective
12%
Somewhat
Ineffective
20%
Somewhat Neither Effective
Effective nor Ineffective
42% 20%
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12. Effectiveness Raises Question on Measurement
Companies feel that Web 2.0/social media
should be part of their branding/marketing
but are still unsure about:
 What are most effective things to do
 Why they would use Web 2.0 and how
to measure effectiveness
 How to set up the best Web 2.0
approach to fit the company
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13. Organizational Maturity
Social Media Elements in Place
None
Almost 40 % of surveyed
Metrics tied to ROI have no social media
Dashboard process or strategy in
Dedicated Team
Reputation
place.
Moderation
Only 23% have a strategy
Guidelines approved by Legal
Strategy document document.
0% 5% 10% 15% 20% 25% 30% 35% 40%
The data suggests most companies are using social media tactically. Very few
have a strategy in place, the guidelines, processes, focus and metrics to
succeed long term.
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14. Beyond Engaging Customers
Interactions Supported in Next 12
Social Media will be pervasive in months
the modern organization. 80%
70%
A tool to engage 60%
50%
40%
• Employees 30%
20%
• Partners 10%
0%
Employee to Customer to Customer to
• Customers Employee Employee Customer
Series1 56% 71% 64%
Importance of Web 2.0 tools
Twitter Twitter lags behind other
Social Networking
Video social media tools and not one
Tags
Recommendations tool stands out.
Ratings
Ideas
Forums
This is consistent with our
Wikis belief that tools are secondary.
Blogs
0.0 1.0 2.0 3.0 4.0 5.0 6.0
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15. What Does Web 2.0 Mean
for Your Business?
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16. A New Business Paradigm
Social Media is a new way of engaging
and interacting with customers, partners
and employees
• It’s about People - Shifting Control to
Customers
• Broadcasting versus Participation
• From formal announcements (press
releases) from organizations to real-
time micro-updates (tweets) by
individuals
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17. A Mind-Shift and a New Culture
• Transparency and Authenticity
• Participation, Listening and
Acting
• Quantity and Quality of
Information – Value to Noise
Ratios
• Social media is important and
requires investment
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18. Social Media is Not a Strategy
• Social Media supports a strategy
o A customer service/customer support strategy
o A marketing strategy
o A product development strategy
o Etc.
• It is about an Integrated Experience
• Social marketing will be a required skill
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19. Unlocking the Value of Content
Web 2.0 is about an explosion of information
 Content is only useful when it is relevant and timely
 Finding the right content is critical
 How much content about your brand exists online?
• Make it easy to find on your site
• Integrate content and search
• Syndicate out
• Consolidate content in
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20. And deliver an Integrated User
Experience
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21. Successful Strategies
Guidelines and Recommendations
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22. 5 Steps to Success
1. People
2. Strategy
3. Measurement
4. Resourcing
5. Promotion
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23. 1. Get People On Board
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24. 1. Get People On Board
It’s about people
• Acquire the right skills
• Or hire the people who get it
• It’s a culture shift – you have to
live it
• Get executive buy-in
• Requires engagement and
passion
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25. “Companies prosper when they
tap into a power that every one of
us already has – the ability to
reach outside of ourselves and
connect with other people”
- Dev Patnaik, Wired to Care
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26. 2. Develop a Strategy
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27. 2. Develop a Strategy
Can you create a community?
 It may already exist
 You can foster and promote
 Create versus participate
• Start a dialog with your customers
 Find out your customers’ interests
• Leverage your existing community
• Find out who are the influencers
• Plan for the long term
 Milestones – it will take some time
• Social media guidelines
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28. Customer Expectations for the Web
Personal Multi-Channel Social Immersive
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29. Content is King
The challenge
is to unlock
the value of
your content.
Search
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30. 3. Clear Goals and Metrics
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31. 3. Clear Goals and Metrics
Social Media is ambiguous
• What is your strategy?
• What will you measure?
• How much to invest?
Best Practices
1. Hire someone who understands social media.
2. Establish a strategy with defined milestones.
3. Measure clicks, influence, buzz.
4. Focus on business results.
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32. Social Media Driving Business Results
• Marketing
o Leads, engagement, conversion
• Corporate Communications & Public Relations
o Listening, influence, awareness
• Customer Support
o Time to resolution, issues resolved - cost savings
• Human Resources
o Ramp-up, time to productivity, retention
• Knowledge Management
o Productivity, agility, efficiency
• Product Development
o Adoption and competitiveness
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33. 4. Resourcing
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34. 4. Resourcing
1. Establish the tools for building and participation
 Wikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.
 Brand consistency and control vs. participation
 A platform, not tools
2. Establish the processes for listening
 You must demonstrate you are listening
3. Roll out plan and guidelines
 Who, How, When
4. Lead by example
 Authenticity
5. Ensure you are properly staffed
 Prepare for growth
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35. 5. Promotion
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36. 5. Promotion
• It’s about an integrated marketing experience
– Don’t promote social media as a silo
– Cross links and integration with traditional marketing
– Integrate persuasive and social content
• Be active – participate
– Go where the conversation is
– Have something interesting to say
• Watch it grow, listen, react
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37. Communities vs. Tools
Personas
Professional Personal Gamer
Federated identity? Privacy and permissions
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38. Marketing has led social media
deployments
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39. But now IT is jumping in
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40. What's next ?
Consolidation
Mobile
Video Email
Search Ads
Social
Games
Networks
Single
Platform
Websites eCommerce
Governance
Control
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41. Vignette can help
You can build all of your social media applications for your
intranet, extranet, and www cases with one solution.
© 2009 CONFIDENTIAL & PROPRIETARY 41

42. A solution both IT and Marketing embrace
• A complete solution provided by a single vendor
 Wikis, forums, blogs, ideas, events, ratings, comments, etc.
 Rich media: best in class end-to-end video solution, podcasts, slides, photos
 Powerful and extensible search to unlock the value of content
 Optional analytics and social search (content recommendations)
• Personalized, dynamic, content-rich experience
 Flexible presentation technology – site templates, customizable video player
 Modular – over 100 standards-based portlets (JSR 286)
 Opportunity to integrate content from other sources
• A solid foundation for leveraging social media company-wide
 Mature and stable enterprise software vendor
 Deployed over intranet, extranet, internet – on premise or hosted (via partners)
 Security, governance, scalability, multi-site management, integration, 24x7 support
 Proven solutions – half of the Fortune 100 rely on Vignette
 Works with your existing systems (i.e. LDAP)
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43. Vignette Community Services
Key Features
Enable visitors to enhance your existing
site with user generated content:
 Ratings
 Reviews
 Polls
 Tagging
 Comments
Includes:
 Moderation and usage analysis
 Service Oriented Architecture
Business Value
Help build consumer/customer loyalty and increase site
traffic by turning web sites into places where end users
can contribute and express themselves
Out-of-box integration of User Generated Content with
Vignette Portal and Vignette Dynamic Site module can
help to reduce deployment costs and accelerate time-
to-value
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44. Vignette Community Applications
Key Features
Create a social site to foster a community
rich with interaction tools:
 Blogs, Wikis and Forums
 Ratings, Tags, Comments and Reviews
 Podcast, Photos, Slides
 Downloads – ringtones, backgrounds, etc.
 Idea management
 Event management and calendar
 Powerful Search Engine
 Vignette Video Services
 Analytics
 Social Search and Recommendations
* Video Services, analytics and recommendations are
licensed separately
A solid foundation to support a social media
strategy
 Rich presentation management framework
 Modular yet integrated
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45. Vignette Recommendations 7.1
Social Search with Vignette Recommendations
Vignette Recommendations
Show most
Help users find the most popular content
valuable content with dynamic
personalization based on the
intelligence of like-minded peers
• Intent driven and adaptive
• Related content
• Most related & useful content
• Endorsed by like minded peers
• Filters out low value content
• Category Most Popular
Business Value
• Increase engagement
• Support all content types
including video
• Increase reach with gadgets Recommendation are rendered on the
• Automated and powerful site or on a standard widget
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46. Web Experience Solutions
Experience Optimization
Rich Media and Video
Web Content Social
Intranet
Management Media
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47. Questions
Thank You
gdada@vignette.com Twitter: @gerardodada
http://techmktg.wordpress.com/ http://www.linkedin.com/in/gdada
Dirk Shaw, Social Media Strategist
http://www.dirkshaw.blogspot.com/ Twitter: @dirkmshaw
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