My presentation for Granite. Talking about social networking and social media for the enterprise.

1. © 2008 PSC Group, LLC

2. “That’s a 10-4, Good Buddy?”
© 2008 PSC Group, LLC

3. • IM
• Team Rooms
• SMS Texting
• Screen Sharing
• Blog
• Mobile Mail
• Wiki
• Whiteboards
• VoIP
• Face2Face!
• File Share
• Tagging
• Phone
• Video Chat
• Online Video
• Email
• Message
Boards
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8. Loyalty
Enthusiast
Innovation
Partner
Presence
Sharing
Reputation
Content
Identity
Developer
Event
Education
Support
Conversations
Groups
Relationships
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9. Discussion threads
User personalization
Scalable architecture
Powerful admin. tools
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10. Enthusiast Community
Case for Community
Energizing, Listening, and Embracing
Connect those with similar
interests
Let users submit the content to
other social media sites
Gain product insights from users
of Nike equipment
http://nikeplus.nike.com/nikeplus/
© 2008 PSC Group, LLC

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14. Business Results
Nike’s entire website strategy is changing to one that incorporates
users comments and thoughts
500,000 members
200,000 product related discussions
50 million miles of runs logged by members
Communities are now an integrated part of Nike’s brand
Trevor Edwards, VP of Global Brand Management
“40% of Nike+ community members become converts
to the company’s shoes.”
© 2008 PSC Group, LLC

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20. ✴ Email
✴ Workflow
✴ Phone
✴ Face to Face
✴ Blogs
✴ Facebook
✴ Instant ✴ Video Chat
Messaging
✴ Team Rooms
✴ Myspace
✴ Webex
✴ Twitter
screenshare
✴ Wikis
✴ LinkedIn
✴ Message
Boards
✴ Blog ✴ Blackberry/
✴ Voice Mail
Comments
Push Email
✴ Portals
✴ SMS Texting
✴ Google Docs
© 2008 PSC Group, LLC

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24. instantly
reasonable
anywhere
in person
informal
formal
unstructured
structured or
or flat
hierarchical
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25. Time P l a n n e d
Location In Person
Relationship Formal
Content Structured
Time W h e n e v e r
L o c a t i o n A n y w h e r e
Relationship Reputation
Content Flat/Tagged
T i m e I n s t a n t
L o c a t i o n A n y w h e r e
Re l a t i o n s h i p I n fo r m a l
Content Unstructured
© 2008 PSC Group, LLC

26. Goals
Engagement
Model
Objectives
Promotion
Marketing
People Launch
Community
Characteristics
Plan
Resources
Profile
Checklist
Plan
Design
Launch
Manage
Content
User
Moderation
Participation
Programming
Experience
Community
Structure
Growth Measurement
Plan
© 2008 PSC Group, LLC

27. Planning
Technology Community
Characteristics
Elements that drive engagement
support goals
Primary People Profile
Engagement
Target audience
Listen, talk, energize
demographics matter
Support, embrace?
Goals Objectives
Why will they come?
© 2008 PSC Group, LLC

28. ✴ Decision: Do you want to use
social networking?
✴ Here’s why:
People see successful social networks
and want the advantages they bring.
It’s like people who see photos of
climbing – like this famous Galen
Rowell photo – and decide they want
to be the guy on top of the spire.
© 2008 PSC Group, LLC

29. ✴ Decision: Are you ready to change your culture to listen and respond as EA did
above?
✴ To do that, you need to create organizational readiness, gain the skills and do
the work.
© 2008 PSC Group, LLC

30. ✴ Decision: What tools will you use?
© 2008 PSC Group, LLC

31. Design
Pilot Email Vanity URL:
Log-In
Marketing Page*
MEMBER GUEST
(Username Terms/
(Terms/Conditions)
Conditions)
User agreement pages*
© 2008 PSC Group, LLC
Community Home Page

32. Resources
Community Evangelist
Develop community launch and
growth strategy
Represent community within the
company
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33. Manage
Build it and they MAY come.
Manage it properly and they will engage, thrive and prosper
Prepare the environment • Grow the community • Harvest innovation
© 2008 PSC Group, LLC

34. Moderation
Do:
Allow employee participation – ensure authentic voice
Connect influencers to privileged content and experiences
Define and maintain a code of conduct
Allow dissent or criticism on your site
Enable the community to be self-policing
Invest in community management
Monitor, measure and categorize conversations
© 2008 PSC Group, LLC

35. Moderation
Don’t:
Allow anonymous participation by employees
Set forward looking expectations for influencers
Worry too much about criticism
Scrub everything you post by corp. comms and/or legal
Delete posts that conform to code of conduct
Incent positive posting monetarily
© 2008 PSC Group, LLC

36. Questions?
© 2008 PSC Group, LLC