Post on 16-May-2015
description
A story to start
Sherry McMenemy 2011
A few observations
Technical communication is still mostly one-way
Technical communication is still more about process than people
Technical communication is still more about being complete than being
responsive
Sherry McMenemy 2011
Enter social media
Media designed to be disseminated through social interaction, created using highly
accessible and scalable publishing techniques – Wikipedia
Any form of content or presence featuring or allowing multi-directional conversations and
content developmentPeople + process + platforms
Sherry McMenemy 2011
So what’s different?
“Social” is about tools, but it’s also about:Genuine opportunities to interact with customers up
close & personalFlexible, responsive, iterative processes
Multidirectional, crowd-sourced content…Bringing people & their “job one” to the forefront
Explicit contributions of technical content to brand, sales pipeline, support process
Sherry McMenemy 2011
What can you use it for?
• Learning more about your customers
• Improve your content• Sharing content• Writing content• Customer communities• Internal communities
• Bringing people to your content
• Connecting people to other content
• Social business/social support
• Meeting customer needs
Sherry McMenemy 2011
Mission statement
The right content
Sherry McMenemy 2011
To the right peopleAt the right timeVia the right channels
Content is appropriate for users when it helps them accomplish their goals. It is perfectly appropriate for users when it makes them feel like geniuses on critically important missions, offering them precisely what they need, exactly when they need it, and in just the right form.
--A List Apart
The 5 C’s
Sherry McMenemy 2011
Context
Curation
CrisisCommunities
Content
Who, when, where?
One-stop shopping
E.g., product recall
Internal, external
Technical, just-in-time
You are here
Sherry McMenemy 2011
Enterprise 2.0, Social Communications…
Social business
C o m m u n ity R o u n d ta b le R ep o rt, 2 0 1 1
Sherry McMenemy 2011
Social support
Sherry McMenemy 2011
You’re not in control
ihatedell.netfutureshopsucks.compaypalsucks.com microsoftsucks.orgmac-sucks.comfordreallysucks.com ihaterogers.caihatebell.ca comcastsucks.orgwalmartsucksorg.blogspot.com deltareallysucks.com deltaisevil.blogspot.com southwestsucks.com mcsucks.comgeicoblows.com googlesux.comgooglesearchsucks.combushandcheneysuck.combarackobamasucks.net stephenharpersucks.blogspot.com
Sherry McMenemy 2011
Social media functionsFunction Tools
Listening Google filters, RSS, Twitter, Facebook, Communities, Radian6, Social search engines (Google, Blekko, Technorati…)
Writing Forums, blogs (Wordpress, Blogger…), wiki (Sharepoint, Drupal…)
Reading RSS, digg, tumblr, Technorati
Media, viewing Flickr, Slideshare, Youtube, Vimeo
Talking Twitter, IM, Quora, BBM, Texting
Sharing, collaborating Communities, wiki (MindTouch, Sharepoint, …+ 1000s),
Linking, tagging, voting Del.icio.us, reddit, Facebook, Google, Tumblr
Profiles, brand Linked In, Twitter
Locating Foursquare
Supporting Get Satisfaction, Twitter, Facebook
Monitoring, reporting Surveymonkey, Tweetdeck, Hootsuite, PostRank, Google Analytics…
Sherry McMenemy 2011
Who the what now?
Sherry McMenemy 2011
Some terms
• Avatar• Crowd-sourcing• Enterprise/open source• Geolocation• Hashtag• Lurkers
• Mashup• Meme• P2P (Peer to Peer)• Tagging• Tweetwall• Viral content
Sherry McMenemy 2011
Getting started
Listen & observeParticipate, as a memberFind existing communities
Be up front about your interests, and what you don’t know
Ask questions, ask for commentsTry things
Sherry McMenemy 2011
Listen & observe
Find out who is talking, and about what
“Lurking” is okayUse filtering tools
Communities, Twitter, forums, support calls, Facebook…
Sherry McMenemy 2011
Build a picture
Typical profiles of your users
What they talk aboutTheir pain points
Their job one
Sherry McMenemy 2011
Ask questions
That’s what your customers are
doingOkay to ask direct
questions
Sherry McMenemy 2011
Engage
Start small – ask for comments, ask for
ratingsDo something with whatever you get
Sherry McMenemy 2011
Engage
• Identify yourself• Everything is public
• Involve others as needed• Once you start, you need to
keep going, so be ready
Sherry McMenemy 2011
Keywords and hot topics
Sherry McMenemy 2011
Curation = value
Aggregate relevant contentSave community members
time & moneyAssociates thought leadership to you
You don’t have to write all original content yourself
Via blog, feeds, links…
Sherry McMenemy 2011
Curated content
Sherry McMenemy 2011
• Articles created by users
• Ratings indicate useful/popular content
• Excellent model for internal knowledge sharing
Write
Sherry McMenemy 2011
Crowd sourcing
Pragmatic contentFast turnaround
Very iterativeTranslations with real-world vocabularies,
almost freeSave $$
Build community
Sherry McMenemy 2011
Crowd sourcing
Sherry McMenemy 2011
Corporate communities
Some companies follow this model entirelyOften "open source" associations or Web 2.0 companies
Willing to hear & address criticism openlyOthers don’t
Associated with more “traditional” companiesMay have regulatory or IP concerns
Sherry McMenemy 2011
Open communities:• Anyone can post• Anyone can say anything (though the community tends to
control aggressive or inappropriate behaviour)• Quality by consensus
Corporate communities
Sherry McMenemy 2011
• Technical content
• Forums
• Support ticketing
• Direct support
Docs P2P
TrackingReal-time
Social support
Sherry McMenemy 2011
Internal communities FASTER time-to-field - critical
knowledge BETTER cross-functional
project work & development BETTER customer service LESS time searching/waiting
for an answer MORE cross-regional
knowledge sharing
• One-stop shopping• Global knowledge transfers• Data management and
metrics• Project Workspaces
“The internal forums have beenthe best way of finding importantinformation as these posts are replied to by users with field experience. Encourage use of forums would be my top priority.”
--Survey
Sherry McMenemy 2011
Internal forum KB topic
Sherry McMenemy 2011
SSL Socket Error• --------------------------• --------------------------• --------------------------
Anyone seen an SSL socket error on...?
I saw it at Customer xyz and tried this...
There is an interaction between...
Community Knowledgebase
Technical content
SMEsReview
Wiki-based release notes
One location & templateSMEs come to an agreement within
the wikiNo draft docs – wiki is always the
“latest” information Wiki’s diff feature easy to track
changesWiki readily available to anyone as a
referenceFinal doc built once, after checklist
meetingNext step: fully automated publishing
Sherry McMenemy 2011
Communities maturity model
Free range• chaos• hierarc
hy• silos• barrier
s
Aware• emergi
ng• pocket
s• fragile• barrier
s
Established• standa
rds• benefit
s• culture• tech
Purposeful• integra
ted• flexible• value• confide
nt
Managed• the
way• ROI• critical• sustain
Sherry McMenemy 2011
1 2 3 4 5
Measure useful things
W h at (sp ecifi c) co n ten t is b ein g u sed ? B y w h o m ? W h y? W h at else are th ey u sin g? W h y? | W h at are th e to p search term s? To p term s th at d o n ’t h ave search m atch es? H o w m u ch ti m e is sp en t search in g fo r stu ff each w eek? W h at are p eo p le tryin g to D O b ased o n th ese term s? | H o w lo n g d o es it take to get co n ten t o u t o n a h o t issu e? W h at’s th e co rrelati o n b etw een co n ten t an d su p p o rt ti ckets? | H o w m an y d iff eren t p eo p le p arti cip ate? W h o are th e to p p arti cip an ts? | H o w o ft en are co n versati o n s takin g p lace p er d ay? W h at are th e p att ern s o ver ti m e? W h at sh o u ld yo u d o ab o u t it? | W h at sh o u ld yo u sto p d o in g? | H o w m an y lead s d id co n ten t b rin g in to th e sales p ip elin e th is m o n th ? | W h at’s th e su p p o rt d iversio n rate?
Sherry McMenemy 2011
Common challenges• Fall back on 1-way
(comfort zone)• Already an existing
community• Start, then stop• Not enough
communications• Too formal, too
informal
Support is on Twitter time now
Sherry McMenemy 2011
Start with what you can handle, pay attention to metrics, and don’t be afraid to change direction
Resources
Sherry McMenemy 2011
Sherry McMenemy 2011
Thank you
@smcmenemy