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Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 StrategyGerardo A. Dada Sr. Director, Product Marketing,[object Object]
State of Social Media,[object Object],[object Object]
Survey Results and InsightsWhat Does Web 2.0 Mean for Your Business,[object Object],[object Object],Key Strategies for Success,[object Object],[object Object],Agenda,[object Object]
“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.”,[object Object],Cluetrain Manifesto, 1999,[object Object]
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.,[object Object],[object Object]
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 Study,[object Object],About the Presenter,[object Object],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.,[object Object]
What is Social Media?,[object Object],User Generated Content,[object Object],facebook,[object Object],Web 2.0,[object Object],Communities,[object Object],gadgets,[object Object],Enterprise 2.0,[object Object],wikis,[object Object],ratings,[object Object],Social Networking,[object Object],blogs,[object Object]
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. ,[object Object],Social Media is today like the Web was in the 90’s – everyone knew they need to use the web, most were unsure how,[object Object],[object Object]
50% have started their social media initiatives in the last two years.
23% have plans of using social media in the future but have not started.
Only 13% have no plans for using social media soon.Social Media is New and Important,[object Object]
Today, the majority of social media activities are being driven by marketing,[object Object],[object Object],We are only scratching the surface – other proven uses include:,[object Object],[object Object]
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,[object Object],Why use Social Media,[object Object]
Low Cost Marketing,[object Object],We HAVE to Do It,[object Object],Getting Traction,[object Object],Why,[object Object],71% of organizations plan to increase investments in social media in 2009.,[object Object],The average increase in investment is 40%,[object Object]
“B2B social media is still nascent with many learnings.  You need to experiment.”,[object Object],“We view it as an immature medium, and we're waiting for more clarity before we make large investments.” ,[object Object],“All ideas are on the table and most ideas are unknown.” ,[object Object],What People Are Saying,[object Object]
Evolution of Social Media,[object Object]
Effectiveness,[object Object],Only 12% would rate their Web 2.0 initiatives as Effective,[object Object]
Companies feel that Web 2.0/social media should be part of their branding/marketing but are still unsure about:,[object Object],[object Object]
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 companyEffectiveness Raises Question on Measurement,[object Object]
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. ,[object Object],Organizational Maturity,[object Object],Almost 40 % of surveyed have no social media process or strategy in place.,[object Object],Only 23% have a strategy document.,[object Object]
Social Media will be pervasive in the modern organization.,[object Object],A tool to engage,[object Object],Employees,[object Object],Partners,[object Object],Customers,[object Object],Beyond Engaging Customers,[object Object],Twitter lags behind other social media tools and not one tool stands out.,[object Object],This is consistent with our belief that tools are secondary.,[object Object]
What Does Web 2.0 Meanfor Your Business?,[object Object]
Social Media is a new way of engaging and interacting with customers, partners and employees,[object Object],It’s about People - Shifting Control to Customers,[object Object],Broadcasting versus Participation,[object Object],From formal announcements (press releases) from organizations to real-time micro-updates (tweets) by individuals,[object Object],A New Business Paradigm,[object Object]
A Mind-Shift and a New Culture,[object Object],Transparency and Authenticity,[object Object],Participation, Listening and Acting,[object Object],Quantity and Quality of Information – Value to Noise Ratios,[object Object],Social media is important and requires investment,[object Object]
Social Media is Not a Strategy,[object Object],Social Media supports a strategy,[object Object],[object Object]
A marketing strategy
A product development strategy
Etc.It is about an Integrated Experience,[object Object],Social marketing will be a required skill,[object Object],For 57% of organizations it is important or very important to combine social and enterprise  content,[object Object]
Web 2.0 is about an explosion of information,[object Object],[object Object]
Finding the right content is critical
How much content about your brand exists online?Make it easy to find on your site,[object Object],Integrate content and search,[object Object],Syndicate out,[object Object],Consolidate content in,[object Object],Unlocking the Value of Content,[object Object],73% of surveyed organizations said Search was important or very important,[object Object]
And deliver an Integrated User Experience ,[object Object]
Successful Strategies,[object Object],Guidelines and Recommendations,[object Object]
People,[object Object],Strategy,[object Object],Measurement,[object Object],Resourcing,[object Object],Promotion,[object Object],5 Steps to Success,[object Object]
1. Get People On Board,[object Object]
It’s about people,[object Object],Acquire the right skills,[object Object],Or hire the people who get it,[object Object],It’s a culture shift – you have to live it,[object Object],Get executive buy-in,[object Object],Requires engagement and passion,[object Object],1. Get People On Board,[object Object]
“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”,[object Object],- Dev Patnaik, Wired to Care,[object Object]
2. Develop a Strategy,[object Object]
Can you create a community?,[object Object],[object Object]
You can foster and promote
Create versus participateStart a dialog with your customers,[object Object],[object Object],Leverage your existing community,[object Object],Find out who are the influencers,[object Object],Plan for the long term,[object Object],[object Object],Social media guidelines,[object Object],2. Develop a Strategy,[object Object]
Customer Expectations for the Web,[object Object],Immersive,[object Object],Personal ,[object Object],Social,[object Object],Multi-Channel,[object Object]
Content is King,[object Object],The challenge is to unlock ,[object Object],the value of your content.,[object Object],Search,[object Object]
3. Clear Goals and Metrics,[object Object]
3. Clear Goals and Metrics,[object Object],Social Media is ambiguous,[object Object],[object Object]
What will you measure?

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Tendencias midias sociais

Notas del editor

  1. Low Cost MarketingEasy to get awareness. Viral marketingWe have to Do itGetting our feet wet . Learning by trial and errorGetting TractionDell, Starbucks, Tide, Intuit
  2. What are most effective things to doWhy they would use Web 2.0 and how to measure effectiveness (and metrics may be more subjective than objective, so how do they communicate “success” to their bosses)How to set up the best Web 2.0 approach to fit the company and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  3. and what it wants to accomplish; and it’s not just a technology platform, it’s a cultural phenomenon (human-centric)
  4. Opening remarks:Like most things new, it comes with opportunities and risksClosingBut how much time should people spend on social media during work?It’s here to stay – for companies of all sizes, and it’s just starting
  5. For 57% of organizations it is important or very important to combine social and enterprise content
  6. For customers, partners, employeesIntranet, extranet and internet
  7. It’s about peopleAcquire the right skillsOr Hire the people who gets itIt’s a Culture Shift – you have to live itGet Executive Buy-InRequires Engagement and passion
  8. Can you create a community?It may already existYou can foster and promoteCreate versus participateStart a Dialog With Your CustomersFind Out Your Customer’s InterestsLeverage Your Existing CommunityFind out who are the influencersMilestones – it will take some timeSocial Media GuidelinesPersonal Brands versus Corporate Brand
  9. Consumer’s expectations for an engaging web experience have evolved over the last 12-18 months and will continue to evolve. It’s not good enough to just have a website. You need to deliver experiences that create an emotional attachment. They need to be much more personal, rich and social. There are 4 key attributes of an engaging web experience:PersonalPersonal = relevanceBuilding an emotional attachmentEnd goal, "I love this site.” People love a site if it gives them what they want; make content easy to find & deliver right content to the right people at the right timeDeliver an experience that people love and makes it easy for them to find the information they’re looking forThere is an explosion of content, it is getting harder to find the right contentMultichannelMultichannel = convenienceMobile society requires content and experiences to be delivered in a convenient mannerDeliver the right content, anytime, anywhere, on any deviceSocialSocial = trustSocial web is all about interacting and connecting with peersSee what other people are saying through user-generated content, ratings, communities, etc. Enrich existing content with UGC contentPower shifting to consumer. From enterprises talking about their content to consumers talking about it (UGC is more trusted)ImmersiveImmersive = interactiveRich media such as flash, use of videos.Web is very interactive today and will become even more dynamic in the future  The best, most engaging web experiences combine all 4 of these attributes together to create an emotional attachment.
  10. Web 2.0 is about an explosion of informationContent is only useful when it is relevant and timelyFinding the right content is criticalHow much content about your brand exists online?Make it easy to Find on your siteIntegrate content and searchSyndicate outConsolidate content inContent Strategy90-9-1 listener/contributor/builder
  11. Social Media is AmbiguousWhat is your strategy?What will you measure?How much to invest?Best PracticesHire someone who understands social media.Define a strategy with defined milestones.Measure clicks, influence, buzzFocus on business results
  12. Establish the tools for building and participationWikis, Forums, Twitter, Facebook, Flickr, friendfeed, etc.Brand consistency and control vs. participationEstablish the processes for listeningYou must demonstrate you are listeningRoll out plan and guidelinesWho, How, WhenLead by ExampleAuthenticityEnsure you are properly staffedPrepare for growth
  13. It’s about an Integrated Marketing experienceDon’t promote social media as a siloCross links and integration with traditional Mktg.Integrate persuasive and social contentBe active – participateGo where the conversation isHave something interesting to sayWatch it grow, listen, react
  14. Communities exist independent of the tools used to access themPeople Assume Multiple Personas and want to keep them separateFederated Identity as the holy grail – Open IDPrivacy and permissions are key– remember beacon?
  15. Via multiple point solution deploymentsSaaS basedGrowing costs for on-demand - overpayingLosing control – similar to having multiple micro sites
  16. Need security, governanceConsolidationLooking for a platform that serves marketing needs