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

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Page 1: Tendencias midias sociais

© 2009 CONFIDENTIAL & PROPRIETARY 1

Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 Strategy

Gerardo A. Dada

Sr. Director, Product Marketing

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© 2009 CONFIDENTIAL & PROPRIETARY 2

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

Agenda

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“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.”

Cluetrain Manifesto, 1999

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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 Study

About the PresenterGerardo 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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What is Social Media?

Web 2.0

Enterprise 2.0Communities

User Generated Content

Social Networking blogs

wikis

gadgets

facebook

ratings

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• Only 14% of organizations have 2 years of experience with social media.

• 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

Completely Irrelevant 1%

Less Important 8%

Somewhat Less Impor-

tant 15%Equally as Impor-

tant 32%

Somewhat More Impor-

tant 14%

More Important23%

The Most Important Thing We Do

7%

Importance of Web 2.0 Relative to Other Initiatives

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

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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

Why use Social Media

IT 12%

Marketing 68%

Con-sultant

or Out-side

agen-cies 2%

Cus-tomer rela-

tions 6%

Other - HR, PR11%

Who leads the Web 2.0 ef-forts?

Marketing, Product

Marketing

Marcom and

Branding

Customer Relations

Support Commu-nity In-

volvement

Other - KM, re-

cruitment, research, sales en-ablement

Se-ries1

0.666666666666667

0.750000000000002

0.55952380952381

0.351190476190477

0.380952380952383

0.136904761904762

5%25%45%65%

Key driver for Social Media ef-forts

Axis Title

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• Low Cost Marketing

• We HAVE to Do It

• Getting Traction

Why

71% of organizations plan to increase

investments in social media in 2009.

The average increase in investment is 40%

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“B2B social media is still nascent with many learnings. You need to

experiment.”

“We view it as an immature medium, and we're waiting for more clarity before we make large investments.”

“All ideas are on the table and most ideas are unknown.”

What People Are Saying

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Evolution of Social Media

2007

Why?

2008

Try2009

Embrace

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Effectiveness

Ineffective6%

Somewhat Ineffective20%

Neither Ef-fective nor Ineffective

20%

Somewhat Effective42%

Effective12%

Effectiveness of Web 2.0 Initiatives

Only 12% would rate

their Web 2.0 initia

tives

as Effective

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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

Effectiveness Raises Question on Measurement

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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.

Organizational Maturity

Strategy document

Guidelines approved by Legal

Moderation

Reputation

Dedicated Team

Dashboard

Metrics tied to ROI

None

0% 5% 10% 15% 20% 25% 30% 35% 40%

Social Media Elements in PlaceAlmost 40 % of surveyed

have no social media process or strategy in

place.

Only 23% have a strategy document.

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Social Media will be pervasive in the modern organization.

A tool to engage

• Employees

• Partners

• Customers

Beyond Engaging Customers

Employee to Em-ployee

Customer to Em-ployee

Customer to Cus-tomer

Series1 0.564356435643565

0.712871287128716

0.643564356435644

5%

25%

45%

65%

Interactions Supported in Next 12 months

BlogsWikis

ForumsIdeas

RatingsRecommendations

TagsVideo

Social NetworkingTwitter

0.0 1.0 2.0 3.0 4.0 5.0 6.0

Importance of Web 2.0 toolsTwitter lags behind other

social media tools and not one tool stands out.

This is consistent with our belief that tools are secondary.

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What Does Web 2.0 Meanfor Your Business?

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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

A New Business Paradigm

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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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Social Media is Not a Strategy

• Social Media supports a strategyo A customer service/customer support strategyo A marketing strategyo A product development strategyo Etc.

• It is about an Integrated Experience

• Social marketing will be a required skill

For 57% of organizations it is important or very

important to combine social and enterprise

content

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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

Unlocking the Value of Content

73% of surveyed organizations said Search was

important or very important

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And deliver an Integrated User Experience

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Successful Strategies

Guidelines and Recommendations

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1. People

2. Strategy

3. Measurement

4. Resourcing

5. Promotion

5 Steps to Success

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1. Get People On Board

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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

1. Get People On Board

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“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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2. Develop a Strategy

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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

2. Develop a Strategy

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Customer Expectations for the Web

Personal SocialMulti-Channel Immersive

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The challenge is to unlock

the value of your content.

Content is King

Search

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3. Clear Goals and Metrics

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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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• Marketingo Leads, engagement, conversion

• Corporate Communications & Public Relationso Listening, influence, awareness

• Customer Supporto Time to resolution, issues resolved - cost savings

• Human Resourceso Ramp-up, time to productivity, retention

• Knowledge Managemento Productivity, agility, efficiency

• Product Developmento Adoption and competitiveness

Social Media Driving Business Results

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4. Resourcing

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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

4. Resourcing

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5. Promotion

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• 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

5. Promotion

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Communities vs. Tools

Professional Personal Gamer

Personas

Federated identity? Privacy and permissions

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Marketing has led social mediadeployments

– ç

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But now IT is jumping in

– ç

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What's next ? Consolidation

Single Platform

Governance

Control

Websites

Social Networks

Search

Video

Mobile

Email

Ads

Games

eCommerce

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You can build all of your social media applications for your intranet, extranet, and www cases with one solution.

Vignette can help

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© 2009 CONFIDENTIAL & PROPRIETARY 42

• 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)

A solution both IT and Marketing embrace

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Vignette Community Services

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

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

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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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Vignette Recommendations

Help users find the most 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• Automated and powerful

Vignette Recommendations 7.1

Show most popular content

Recommendation are rendered on the site or on a standard widget

Social Search with Vignette Recommendations

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Experience Optimization

Rich Media and Video

Web Experience Solutions

Social Media Intranet Web Content

Management

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Questions

Thank [email protected] Twitter: @gerardodada

http://techmktg.wordpress.com/ http://www.linkedin.com/in/gdada

Dirk Shaw, Social Media Strategisthttp://www.dirkshaw.blogspot.com/ Twitter: @dirkmshaw

Visit www.vignette.com/smroadmap for a free

white paper on social media strategies and a

copy of this presentation.

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