Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking
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Transcript of Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking
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Presented By:
André BoisvertChief ArchitectYellow Pages Group
Unleashing the Full Potential of Social Networking
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Yellow Pages Group is a leading media and marketing solutions company in Canada.
We serve approximately 300,000 local businesses through our nationwide sales force of media consultants.
YPG also caters to the country’s largest national agencies and advertisers through Mediative, its national digital advertising and marketing solutions division.
Yellow Pages GroupAt a Glance
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8.7 million Unduplicated unique visitors to
our network of websites
5.9 million Downloads of our mobile apps
31% Internet users reached in
Canada each month
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Traffic & Distribution ChannelsTo name a few…
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media
consultants
Sales force of
and sales support staff in Canada
1,100
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Digital Transformation
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Digital TransformationThe Visible Part - Before
7
Purpose & Mission
We Exist to Champion the Neighborhood
Economy.
We Connect Consumers and Businesses.
Product Portfolio• Printed Directories
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Digital TransformationThe Visible Part - After
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Purpose & Mission
We Exist to Champion the New Neighborhood Economy.
We Connect Consumers and Businesses Whenever & Wherever.
Product Portfolio• Printed Directories
• YPG Web & Mobile Properties
• Third-Party Web & Mobile Properties
• Social Platforms
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Digital Transformation
Marketing
Sales
Information Technology
Customer Service
Fulfillment
CulturalTransformation
The Not So Visible Part
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“Take care of the big thingsand
the little things will take care of themselves.”
“Take care of the little thingsand
the big things will take care of themselves.”
About Cultural Transformation
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Next-Generation Intranet
Centralized Place to Find Information about the Organization
with a Specific Focus on…
Employee Generated
Content
Learning
Collaboration
Knowledge Sharing
Social Interactions
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Architecture Overview
Global Navigation and Announcement Bar
Global Search
Single Sign-On
Document Storage
Self-Service Learning
Web Content Management
Enterprise Social
Platform
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Key Elements
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Key ElementsGlobal Navigation & Announcement
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Key ElementsDocument Storage & Sharing
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Key ElementsTraditional Intranet Pages
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Key ElementsSelf-Service Learning
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Key ElementsGlobal Search
PagesMessages
Documents
People
Subjects
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Works on any browser
Works with any device
Works from anywhere at anytime
Anyone can contribute
The Little Things about the Intranet
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1. Marketing asks Sales if having a specific new collateral would be useful
2. Sales provides feedback (via a poll)
4. Sales provides feedback about the new document
3. Marketing broadcasts the new collateral
Objective: The Creation of a Sales Collateral
Marketing with Sales
Transforming The Way We Work
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Product Management with IT
Transforming The Way We Work
1. Find Experts / Subject-Matter ExpertsWithin The Organization
2. Publish Wireframes / ScreenshotsFor Early Feedback (via a poll?)
3. Keep Everyone Updated On Project Progress and Roadblocks
Objective: Support Agile Development
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Change Management & Adoption
• Strong Executive Support
• Early Adopters
• Tight Planning of Key Use Cases
The Pillars of the Adoption Strategy
• Self-Policing Approach
• Focus on Expected Behavior
• Encouraging Appropriate Casual Use
• No Major Incidents
Usage Policies
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Best Practices and Lessons Learned
• Identify Strong Use Cases To Get Things Moving
• Find your « Natural » Early Adopters AndGet Them On Board
• Balance Top-Down, Bottom-Up and Middle-OutAdoption Strategies
• Do Not Be Afraid To Try…
• … And Be Ready to Adapt
• Take An Open And Trusting Approach To Governance
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The Future
Continued Focus on Adoption
Implement New Entry Points • RSS Feeds
• Outlook Mailbox
• Within Business Applications
Integrate Others Collaborative Applications• Wikis
• Enterprise Project Management
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