Enterprise Social Media -

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


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


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


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


Mission statement

The right content


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


Context

Curation

CrisisCommunities

Content

Who, when, where?

One-stop shopping

E.g., product recall

Internal, external

Technical, just-in-time

You are here


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


Social support


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


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…


Who the what now?


Some terms

• Avatar• Crowd-sourcing• Enterprise/open source• Geolocation• Hashtag• Lurkers

• Mashup• Meme• P2P (Peer to Peer)• Tagging• Tweetwall• Viral content


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


Listen & observe

Find out who is talking, and about what

“Lurking” is okayUse filtering tools

Communities, Twitter, forums, support calls, Facebook…


Build a picture

Typical profiles of your users

What they talk aboutTheir pain points

Their job one


Ask questions

That’s what your customers are

doingOkay to ask direct

questions


Engage

Start small – ask for comments, ask for

ratingsDo something with whatever you get


Engage

• Identify yourself• Everything is public

• Involve others as needed• Once you start, you need to

keep going, so be ready


Keywords and hot topics


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…


Curated content


• Articles created by users

• Ratings indicate useful/popular content

• Excellent model for internal knowledge sharing

http://www.environmentalgraffiti.com/

Write


Crowd sourcing

Pragmatic contentFast turnaround

Very iterativeTranslations with real-world vocabularies,

almost freeSave $$

Build community


Crowd sourcing


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


Open communities:• Anyone can post• Anyone can say anything (though the community tends to

control aggressive or inappropriate behaviour)• Quality by consensus

Corporate communities


• Technical content

• Forums

• Support ticketing

• Direct support

Docs P2P

TrackingReal-time

Social support


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


Internal forum KB topic


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


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


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?


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


Start with what you can handle, pay attention to metrics, and don’t be afraid to change direction

Resources


http://www.mindtouch.com/resources

http://community-roundtable.com/socm-2011/

http://www.tsia.com/research_and_advisory/Benchmarking.html

http://thecontentwrangler.com/

http://justwriteclick.com/

http://www.slideshare.net/jeremiah_owyang/keynote-invest-in-scalable-social-business-programs

http://www.hubspot.com/marketing-resources/

http://www.dachisgroup.com/


Thank you

@smcmenemy

Enterprise Social Media -

Technology

Transcript of Enterprise Social Media -