5. Solutions – NXC–OPEN RELIABLE
• Corporate web (eZ)
– News, Company presentation, eCommerce
• Intranet/Extranet portals (eZ, Liferay, Alfresco)
– Internal news, wikis, blogs
– Group/Role based with Singel-Sign-On
– Activity calendars
• Document management (Alfresco/Nuxeo/KnowledgeTree)
– Advanced workflows
– Project spaces
– File/Document repository
– Records Management
– Case Management
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6. Solutions – NXC Interactive
• eZ social media platform
– Multi Channel Marketing (Web, Facebook, Twitter,
Mobile etc.)
• eZ Mobile Content Engine
– Mobile APPS – (iPhone, Blackberry, Android)
– Games (Unity, Flash)
• Campaigns (banners, sites etc)
• 3D modeling /Flash development
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8. Enterprise subscribtions
• Your online business is backed by the
vendors and NXC:
– Get a peace of mind with SLA
– Focus on content and features
– Instantly enlarge technical team
– Fixed response time to any issue
– Legal defense
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11. What did Obama do ?
• Used the web and social
media to the full extent
• “Every action makes a
different”
– 6 million activist volunteered,
50% of them had never voted
before
• Gave them the online tools to
efficiently campaign for him
• Systematically build database
of potential voters
• Used all the social medias
– Facebook, Youtube, Myspace
etc.
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12. Results – OBAMA campaign
• Email • Groups
– 13 million voters received 7000 – 35 000 groups used the site to
different email, total 1 000 000 000 organize 200 000 “offline” meetings
email • Video - Youtube
• Donations – 2000 official videos
– 3 million voters gave 6,5 million • 80 mill views,
times, total USD 30 mill • 135 000 subscribers
• Social networks – 442 000 unofficial videos
– 5 million friends on 15 different • Mobil
platforms, 3 mill on facebook – 3 mill registered SMS receivers
• Website – They got from 5 to 20 SMS pr.
– 8,5 mill visitors pr. month, 2 mill month
profiles, 400 000 blogs – Total: 200 mill SMS
• Telephone
– 3 million personal phone calls
during the 4 last days of the
campaign
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14. NEITHER,
• OBAMA just had the courage to use the tools
that had been there for many years
– Social medias/networks all based on old
academic theories
• Social networks
– “The strenght of weak ties, Granovetter (1973)
– “A set of measures of centrality based on betweenness,
Freeman (1977)
• Marketing
– “Word of Mouth” – Strongest, but most expensive way of
marketing (before the internet age)
• He put them together into the best
marketing campaign in history !
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15. Case study
Labour Party in Norway
• Federal election, September 2009
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16. Goals for the campaign
• Engage - both our own people and the voters
• “Grass root” - reaching all
• “Up-to-date”- take on the relevant issues, be
flexible
• Clear - straightforward, easy to understand
• Talk about our politics – don’t talk about the
others
• Consistently - Work equally well in all channels
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17. The team
• “The desk”
– 7 persons working with web and social media from 08:30 to
23:30 every day
– Specialists in writing, TV-production, photo and new medias
• NXC – involved since 2007
– System development (web, facebook, mobile)
– Integration between the platforms
– Donation modul
– E Learning
– Splash site
• APT
– Webdesign
• Origo
– “My labour party”
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18. The solution
• eZ publish 4.1
– eZ find – search enging
– User rights /siteacesses
• All cantons/communes have their own site, but all are part of one centralized solution,
sharing content
– Apedia – Online encyclopedia for the political program
– Twitter integration
– Blog pages
– Web TV – Party´s own TV channel
– Venamail – newsletters
• Powerful newsletter tools
– Modern webdesign, using the new design tools like AJAX and Javascripts
• Social media integrations
– Facebook App
– Youtube
– Flickr
– My Labour Party
• Community site, connecting you with other members/voters in your local community
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25. Birth of web 2.0. – Social media
• Cultural shift from passive surfers to active
content creators who want to share
– Surf (mid-90s)
– Search (2000-05)
– Subscribe/publish (2006->)
• Shift from push marketing to mix of
push/pull
• Two-way customer dialogues
• Easy, inexpensive technology to
create/distribute content
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26. Online Word-of-mouth
• Word-of-mouth valued as best source of
information
– 93% vs. 67% in 1977
• Twice the value of advertising and
editorial content
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27. What is Facebook?
Social Media Network
300 million users, increasing quickly
People use Facebook everyday to keep up
with friends, upload an unlimited number
of photos, share links and videos, and
learn more about the people they meet.
Its free
30. Results - Social Media
• 45 000 “friends” of the prime minster on
facebook
– Daily updated with the latest news in the
campaign
– The friends discuss, and share information
about the campaign and important
happenings
• 250 active “twitters” promoting the party
daily on Twitter.
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36. Quick facts
• 92% of all journalists uses internet to search for
new articles to write
• 66% of all trafic to sites is generated through
search engines
• 80% - Google market share
37. Look for quality, not quantity
• GOAL: Generate traffic to your site
• Payed ads only through Google Adwords
• Banners in Googles content network
(text, banners, videos)
• Youtube-Ads
• Viral marketing effects
• Facebook Ads
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39. Act based on the trends:
We keep you up-to-date…
40. B uild trus t:
“We handle
the
pandemia”
- Relevant
articles,
interviews
etc.
41. Some “success” criteria
• Be well organized
• Manage the balance offline vs. online
• Focus on voters at home and 1. time
voters
• Organize facts and opinions through the
social medias
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42. Facts from the campaign
• Arbeiderpartiet.no
– 310 000 people have visited the site.
– 500 000 people have “met” the party online
• “Important for you”
– More then 17 000 contributions
• Google Adwords
– 13 mill unique views, 57 000 clicks
• E-mail and SMS
– Sent 300 000 email, to 25 000 people
– 100 000 SMS to member and campaign workers
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46. Benefits to collect
• Gain insight into the customer
• Increase user engagement
• Lead generation tools
• Build brand visibility and loyalty
• Promote products and services
• Increase web traffic
• Reduce service costs
• “Pin-point” your marketing
• Innovate quicker, cheaper and better
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47. Example: Customer Community
• Use social networking tools to provide
customers with company and customer-
generated information
• Benefits
– Increase customer interaction touch points
– Builds brand loyalty and trust
– Increase frequency and length of visits
– Market research
– Product feedback
– Reduce pre-sales costs and sales cycle
• Use with multiple technologies
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48. Examples - eGoverment
• Web + Facebook
– Take advantage of the user access database
– News/event feed, directly to the inhabitants
facebook account
– Feedback from the inhabitants
– Local engagement through local community
pages
• Next generation Facebook
– Use the user management system in facebook to
offer online services
• Payments
• Online forms
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49. Examples – Consumer goods
• 1 to 1 communication with you customers
– “Fan sites” – people who likes your brand
• Facebook + web
• Feedback
• Discussions
• Give them news and product/event updates
• Get the positive viral effects
• Luxury goods
– “Exclusive owners clubs”
• Show your new watch to your friends on facebook
• Discuss with other owners
• Watch maker can communicate 1 to 1 with owners of the watches
• Next generation facebook apps
– build online shops inside facebook
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50. Final quote…
“Right now, your customers are writing about your products and services on
blogs and recutting you’re your commercials on YouTube.”
“They´re defining you on Wikipedia and ganging up on you in social
networking sites like Facebook.”
“These are all elements of a social phenomenon that has created a
permanent, long lasting shift in the way the world works. “
Don't see this as a treat – adapt and evolve, and build a
successful business!
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51. Contact info:
Yngve Tvedt
Group CEO
NXC – OPEN RELIABLE
Email: yngve@nxc.ch
MORE INFORMATION ?
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