PCSC2: Effective Use of Social Technology for Internal and External Solutions
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John Sheridan & Jeofrey Bean's presentation from ProductCamp SoCal. Held November 6, 2010 at Cal State Fullerton - The Mihaylo College of Business & Economics.
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PCSC2: Effective Use of Social Technology for Internal and External Solutions
- 1. 1 Effective Use of Social Technology for Internal and External Solutions John Sheridan and Jeofrey Bean ProductCamp SoCal Cal State Fullerton's Mihaylo College of Business November 6, 2010
- 2. John Sheridan and Jeofrey Bean 2 Agenda The situation Define social media Review OASIS framework Discuss your next steps
- 3. John Sheridan and Jeofrey Bean 3 The Situation Social technologies as true business solutions are being overlooked Social technologies are for measurable internal and external solutions (C)2010 John Sheridan and Jeofrey Bean Well proven traditional approaches can work in concert with social technologies Many access applications, few are applied strategically as business solutions Fewer still are being executed for actual effectiveness and measured
- 4. John Sheridan and Jeofrey Bean 4 Definition A social trend where people turn to each other, and not to a central institution, to achieve something. A technological reflection of human nature. . . Prospects and customers – high visibility influencers creating feedback loops about experiences with your processes, people, products Whether you are actively involved or not
- 5. John Sheridan and Jeofrey Bean 5
- 6. John Sheridan and Jeofrey Bean 6 OASIS A best-practices methodology for designing, launching, measuring and managing social media projects Objectives Audience => Individual, Community, Environment Strategy Implementation Sustainment ©SocialMedia404
- 7. John Sheridan and Jeofrey Bean Objectives Smart - Measurable - Acceptable - Realistic - Timed Marketing Finance Customer Service & Relations HR Recruitment and Retention PR/Communications Sales Product Management Collaboration & Tele-working 7
- 8. John Sheridan and Jeofrey Bean 8 Objectives “The goal is for you, the customer, to tell Dell what new products or services you’d like to see“
- 9. John Sheridan and Jeofrey Bean 9 Audience Who are you connecting to? Internal => managers, employees, project teams External => stakeholders, general public, partners What role will they play? Online behaviour is not real life
- 10. John Sheridan and Jeofrey Bean 10 Audience: Community 5 basic behaviors 25% 30%13% 6% 16% 10% NA Watch Join Organize Criticize Create 35-44 year old in US. Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
- 11. John Sheridan and Jeofrey Bean Audience: Individuals Emotions Motivations Intentions Lifestyles Preferences Concerns 11
- 12. John Sheridan and Jeofrey Bean 12 Strategy What are their capabilities? How do they behave right now? How will you engage your audience? How will they engage each other? How will this meet your internal/external objectives? How will you measure lift?
- 13. John Sheridan and Jeofrey Bean 13 Program Select and use social technologies in context of your objectives Objectives Benchmarks People Processes; and Measurables ProcessesProcesses PeoplePeople MeasurablesMeasurables ObjectivesObjectives
- 14. John Sheridan and Jeofrey Bean 14 Implementation Ever-growing list of your options
- 15. John Sheridan and Jeofrey Bean 15 Sustainment Plan for the end, or not Monitor, and measure What if it goes wrong? What if it goes right?
- 16. John Sheridan and Jeofrey Bean Measurement Social Technology Effectiveness 16
- 17. John Sheridan and Jeofrey Bean Measurement Social Technology Effectiveness E.g. Product 17 • Market share • Unit shipment volume • Customer adoption rate • Margin retention • Prospect to Customer conversion • Brand value / company value • Usability satisfaction (appeal vs. experience) • Advocacy as a share of customers
- 18. John Sheridan and Jeofrey Bean 18 Key Points OASIS ©SocialMedia404 Objectives Audience => Individual, Community, Environment Strategy Implementation Sustainment
- 19. John Sheridan and Jeofrey Bean 19 Thank you John Sheridan, President, SocialMedia404 John.Sheridan@SocialMedia404.com www.socialmedia404.com 709-728-1518 Jeofrey Bean, Principal, Del Mar Research & Consulting, LLC JBean@DelMarResearch.com www.DelMarResearch.com 858-334-9266