PCSC2: Effective Use of Social Technology for Internal and External Solutions

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


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


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


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


Objectives

“The goal is for you, the customer, to tell Dell what new products or services you’d like to see“


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


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.


Audience: Individuals

Emotions

Motivations

Intentions

Lifestyles

Preferences

Concerns

11


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?


ProgramSelect and use social technologies in context of your objectives

Objectives

Benchmarks

People

Processes; and

Measurables

ProcesseProcessess

PeoplePeople

MeasurablesMeasurables

ObjectivesObjectives


Implementation Ever-growing list of your options


Sustainment

Plan for the end, or not

Monitor, and measure

What if it goes wrong?

What if it goes right?


MeasurementSocial Technology Effectiveness

16


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


Key Points

OASIS ©SocialMedia404

Objectives

Audience => Individual, Community, Environment

Strategy

Implementation

Sustainment


Thank you

John Sheridan, President, [email protected] www.socialmedia404.com 709-728-1518 Jeofrey Bean, Principal, Del Mar Research & Consulting, [email protected]

PCSC2: Effective Use of Social Technology for Internal and External Solutions

Business

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