Oracle Social Media Workshop Agenda

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24. November 2011

Social Media Workshop
Peter H. Reiser
Principal Architect, Oracle

Thursday, November 24, 11

Oracle Safe Harbor Statement

The following is intended to outline our general product direction. It is
intended for information purposes only, and may not be incorporated into
any contract. It is not a commitment to deliver any material, code, or
functionality, and should not be relied upon in making purchasing
decisions.

The development, release, and timing of any features or functionality
described for Oracle’s products remains at the sole discretion of Oracle.


Agenda

15:00 - 15:15 Paradigm shifts

15:15 - 15:30 How to build vibrant communities

15:30 - 16:00 Social media strategy

16:00 - 16:30 Social media use cases - good and bad's

16:30 - 17:00 Team exercise: Live social media use case


Enterprise 2.0 / Web 2.0 ??????

File systems, Databases, Websites, BI,
Applications, Exchange


Web 2.0 Paradigm Shifts

Web 1.0 Web 2.0



Web centric
Pull and push
Downloads &
hits
Read-only

Web 1.0 Web 2.0



Web centric People centric
Pull and push
Downloads &
hits
Read-only

Web 1.0 Web 2.0



Pull and push Mash-up
Downloads &
hits
Read-only

Web 1.0 Web 2.0



Downloads & Social Value
hits
Read-only

Web 1.0 Web 2.0



Downloads & Social Value
hits
Read-only Read/Write

Web 1.0 Web 2.0


Cultural Paradigm Shifts

Old World New World



Know-How

Knowledge is
Power
Communication

Old World New World



Know-How Know Who knows
how

Knowledge is
Power
Communication

Old World New World



how

Knowledge is Sharing is Power
Power
Communication

Old World New World



how

Knowledge is Sharing is Power
Power
Communication Communities

Old World New World


Web 2.0

Its about people
and communities
and social value


What is Enterprise 2. 0 ?

How to build vibrant
communities

Web 2.0
Social Media
Internal External
Employees Customer
Partners
Suppliers


How to build vibrant communities

Community 1 Community 2 Community n
Any internal or external community

Value System “What’s In It For Me “

Methodology Adoption

Architecture
Architecture Scalable Enterprise Architecture


Architecture


Value System
Methodology
Architecture


Technical Architecture

Widgets
My Contri- My
MyShare MyTags My Skills MySocial MyEquity
butions Community

Web Services
Community Services
Community Feed
Wiki Attachment Tagging Syndication
Blog
Equity

Member- Rating Social
Search ship Ontology Bookmark
Comment Graph

Security & Entitlement Services (IdM)


Architecture


If you Value Systemit, will
build
they come?
Methodology
Architecture


Methodology


Value System
Methodology
Architecture


Community Methodology

MMFI – Make Me Feel Included
What is the common cause ?
Do you listen to me? Do you understand me?

MMFV – Make Me Feel Valued
Can I trust you? Do you trust me?
Do you value me? How ?

WIIFM – What Is In it For Me
Can you provide what I need any time,
anywhere on any device?


Understand Your Community Audience
(Social Media Hierarchy)

Creators  Creators are online consumers who publish content (web pages,
videos, articles) regularly

 Critics react to other content online, posting ratings, reviews,
Critics comments

 Collectors collect and aggregate information (e.g., by saving
Collectors bookmarks, tagging articles) of creators and critics

Joiners  Joiners participate in or maintain profiles on social networks like
Facebook or MySpace

Spectators  Spectators consume what the rest produce


 Inactives don’t participate at all
Inactives

Source: Forrester Research


Value System


Value System
Methodology
Architecture


Source: Tomuniversal


Social Value System

• Social reputation
• Who can I trust?
• What is my value?

• What’s In It
For Me?


Measuring Social Capital


Community Equity


Community Equity
Contribution

Documents
Wiki
Blogs
Patents


Community Equity
Contribution Participation

Documents Rate
Wiki Comment
Blogs Re-use
Patents Tags


Community Equity

Documents Rate
Wiki Comment
Blogs Re-use
Patents Tags

Skill

Education
Skills
Reputation


Community Equity

Documents Rate
Wiki Comment
Blogs Re-use
Patents Tags

Skill Role

Education
Skills Business
Reputation Communities


Community Equity

Documents Rate
Wiki Comment
Blogs Re-use
Patents Personal Tags

Skill Personal Role
Equity
Education
Skills Business
Reputation Communities


Information Equity

Content Activities Community


Information Equity

Content Activities Community

create
modify
download
view
rate
comment
tag


Personal Equity

My Community Equity Activities Me

Community


Personal Equity

Contribution
create
modify
tag
Community


Personal Equity

Contribution
create
modify
tag
Community
Participation
view
rate
comment
reuse


Better Enterprise Search



Better search
results



Better search
results

Personalized
Recommendations



Expertise Discovery

Better search
results

Personalized
Recommendations


User Profile (WIIFM)

Social Ranking
Recognition (Incentive)
Expertise and Skills discovery


External Communities
Social Media Strategy


Listen
Monitor ongoing customer conversations (dialogues) with each other
to obtain insights for marketing and product development

Talk
Participate in, and stimulate dialogues between customers

Energize
Empower your company advocates /enthusiasts through social media
to influence the buying decisions of others (be trustworthy)

Innovate
Use the customer to drive innovation , improve products and services


Examples and Use Cases


Trends – Declarative Living
 Profile Services , e.g., Facebook, MySpace, LinkedIn, Xing ....


Trends – Ambient Awareness
Microblogging, 140 characters, real time

Twitter is a base service – innovation happens around it


Trends – User-Generated Content
 Increasing number of services (blog,wiki,forum etc.) enable users to share their
opinions, rate products, services, etc.


Trends – Social Recommendations

 Use of social networks and other social media as the basis for buying decisions


Trend - Social Analytics
 Discover Trends, Sentiments - basis for personalized recommendations


Examples & Case Studies


Case Study
Problem
 Knowledge sharing and collaboration for Global Customer Engineering
 100's of different websites and knowledge repositories
 People do not re-use knowledge (not invented here)

 Consolidate main web venues into a single social enabled community framework
 Incent people for active participation and contribution

Approach
 Create SunSpace – an enterprise-wide social community platform
 MyProfile (Facebook like component)
 Standardized Community features (Wiki, Blog, Forum, Collaboration)
 Integrated search
 Community Equity to evaluate value flow between people, communities, content

Results
 25 000 users (target was 12 000), 10x growth in usage within 6 month
 Consolidated five internal web venues and repositories


Case Study
Problem
 Wanted to sell more Lego sets to adults

 Energise existing community of Lego enthusiasts (Adult Fans of Lego)

Approach
 Create Lego Ambassadors program to build relationships with most enthusiastic AFOLs
and learn what’s going on in the highly connected AFOL world
 AFOLs compete for one of 25 ambassador positions, and are paid in Lego blocks
 Provide Lego ambassadors with information on new/upcoming products and allow
them to spread the information through their own personal networks

Results
 Each ambassador in touch with and promotes the product to on average 100 other
AFOLs, believe significantly more effective than traditional advertising
 Ambassadors listen to other AFOLs, develop consensus, and share their desires with
Lego, often included in product design discussions


Case Study
Problem
 How to keep the Mini relevant in the face of growing competition
 Knew Mini owners loved their cars, but not why or how they
could take advantage of it

 Listen to Mini owners (higher than average number of creators, critics)

Approach
 Select an online brand monitoring service to monitor the buzz on its brand (e.g.,
through blogs, discussion groups/forums, social networks like MySpace)

Results
 Enabled Mini to measure the effects of its own marketing efforts
 Revealed how Mini owners felt – like members of an exclusive club – Mini owners
 Led Mini to market to Mini owners rather than prospective Mini buyers – coded ads that
only Mini owners could read, Mini car rallies
 Determined that when online promoter scores went up, so did sales the next month


Case Study

Problem
 Buying luggage is usually much more hands-on than buying for
example books, putting e-tailer eBags at a disadvantage
compared to retail luggage stores

 Energise luggage critics to influence spectators

Approach
 Implement a ratings and review system for luggage on eBags.com

Results
 Rating and review system converted more lookers to buyers on eBags
 According to Forrester statistics
 76% of customers use online reviews to help make purchases
 96% of sites with ratings/reviews consider them highly effective
 Visitors to Petco’s pet supplies site who browsed by highest rated products were
49% more likely to buy


Case Study

Problem
 How to use dog lovers to better design, package and sell pet products

 Engage dog lovers in the innovation process

Approach
 Created a private community called “I love my dog/dogs are people too”

Results
 Pet lovers were happy to describe in detail what they were looking for
 dog treats that looked like people food
 enhanced with vitamins and minerals

 Del Monte launched a new line of dog treats based on this feedback and “Snausages”
are selling well


Case Study: My Dell Hell
Dell's reputation went up in smoke after tech blog Gizmodo published this photo of
an exploding Dell laptop. This single image spread like wildﬁre across the
blogosphere, causing Dell to eventually recall over four million laptop batteries.
Dell eventually responded to the blogs, but it was the delayed response that put a cap on
the period known as "Dell Hell." Should have responded sooner.
.

Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails


Case Study: My Dell Hell
Dell's reputation went up in smoke after tech blog Gizmodo published this photo of
an exploding Dell laptop. This single image spread like wildfire across the
blogosphere, causing Dell to eventually recall over four million laptop batteries.
Dell eventually responded to the blogs, but it was the delayed response that put a cap on
the period known as "Dell Hell." Should have responded sooner.
.

Lesson: A single image can be powerful. Use social media to stomp out
fires before they turn into wildfires



Case Study: BP Fail
BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it ﬁnds its
Facebook pages clogged with outraged environmentalists. As if BP didn't already
piss off environmentalists.
Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.

.



Case Study: BP Fail
BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it ﬁnds its
Facebook pages clogged with outraged environmentalists. As if BP didn't already
piss off environmentalists.
Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.

.

Lesson: If you've already got a shoddy reputation, you've got to work
three times as hard to ﬁx the mistake.



Case Study: United Breaks Guitar
United breaks David Carroll's guitar and makes little effort to compensate him. So David does
what's natural to him: he makes a music video.
Later, a Times newspaper reports that four days after the videos release, United Airline's stock
price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and
has over 11m views. Customer service fail.

http://youtu.be/5YGc4zOqozo



Case Study: United Breaks Guitar
United breaks David Carroll's guitar and makes little effort to compensate him. So David does
what's natural to him: he makes a music video.
Later, a Times newspaper reports that four days after the videos release, United Airline's stock
price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and
has over 11m views. Customer service fail.

Lesson: Respond to customer complaints, quickly.

http://youtu.be/5YGc4zOqozo



Live Case Study ..

Werner Faymann
östereichischer Bundeskanzler

http://www.facebook.com/bundeskanzlerfaymann


18. November 2011

http://www.salaminews.at/chronik/facebook-meldet-mitgliederrekord-faymann-als-zugpferd-in-europa/


http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/


Reaction’s

http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/


Source:http://www.oe24.at/oesterreich/politik/Faymann-Hacker-greifen-den-Kanzler-an


Discussion

What did they do wrong ?

How would you react ?


Revised - Social Media Strategy



✓ Rule #1: Listen



✓ Rule #1: Listen
✓ Rule #2: Engage



✓ Rule #1: Listen
✓ Rule #2: Engage
✓ Rule #3: Be Real



✓ Rule #1: Listen
✓ Rule #2: Engage
✓ Rule #4: Be Respectful



✓ Rule #1: Listen
✓ Rule #2: Engage
✓ Rule #4: Be Respectful

✓ Rule #5: Have Fun


Thanks !
Email: peter.reiser@oracle.com
Blog: http://blogs.oracle.com/peterreiser
Twitter: http://twitter.com/peterreiser
Slideshare: http://slideshare.net/peterreiser


Oracle Social Media Workshop Agenda

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