Post on 22-Jan-2015
description
1Effective Use of Social Technology
for Internal and External Solutions
John Sheridan andJeofrey Bean
ProductCamp SoCalCal State Fullerton's Mihaylo College of Business
November 6, 2010
John Sheridan and Jeofrey Bean 2
Agenda
The situation
Define social media
Review OASIS framework
Discuss your next steps
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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
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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
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OASISA best-practices methodology for designing, launching, measuring and managing social media projects
Objectives
Audience => Individual, Community, Environment
Strategy
Implementation
Sustainment ©SocialMedia404
John Sheridan and Jeofrey Bean
ObjectivesSmart - Measurable - Acceptable - Realistic - Timed
Marketing
Finance
Customer Service & Relations
HR Recruitment and Retention
PR/Communications
Sales
Product Management
Collaboration &
Tele-working
7
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Objectives
“The goal is for you, the customer, to tell Dell what new products or services you’d like to see“
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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
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Audience: Community
5 basic behaviors25%
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.
John Sheridan and Jeofrey Bean
Audience: Individuals
Emotions
Motivations
Intentions
Lifestyles
Preferences
Concerns
11
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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?
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ProgramSelect and use social technologies in context of your objectives
Objectives
Benchmarks
People
Processes; and
Measurables
ProcesseProcessess
PeoplePeople
MeasurablesMeasurables
ObjectivesObjectives
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Implementation Ever-growing list of your options
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Sustainment
Plan for the end, or not
Monitor, and measure
What if it goes wrong?
What if it goes right?
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MeasurementSocial Technology Effectiveness
16
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MeasurementSocial 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
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Key Points
OASIS ©SocialMedia404
Objectives
Audience => Individual, Community, Environment
Strategy
Implementation
Sustainment
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Thank you
John Sheridan, President, SocialMedia404John.Sheridan@SocialMedia404.com www.socialmedia404.com 709-728-1518 Jeofrey Bean, Principal, Del Mar Research & Consulting, LLCJBean@DelMarResearch.comwww.DelMarResearch.com858-334-9266