1. Social Media Trends andBest PracticesA Roadmap to Build a Successful Web 2.0 StrategyGerardo A. Dada Sr. Director, Product Marketing

4. “Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking…the human voice is unmistakably genuine... Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.” Cluetrain Manifesto, 1999

6. The results are very consistent with trends we have observed and with results from similar research from leading analysts and have been validated with other industry experts.About the Study About the Presenter Gerardo A Dada is Senior Director of Product Marketing for Vignette. He has more than a decade of driving high-tech marketing with a focus on the Web and social media experiences. Prior to joining Vignette, he served at Microsoft as director for worldwide developer audience marketing and community. His responsibilities included managing the developer experience and loyalty and the Broad Customer Connection initiative. He led the company’s community strategy across online and offline channels including blogs, forums, wikis, user groups, influencers and content syndication. Prior to Microsoft Gerardo helped global organizations like Motorola, Sony Ericsson, Orange and Vodafone build their developer and partner community strategy. He is a frequent speaker at industry events and has written for technical and business publications around the world.

7. What is Social Media? User Generated Content facebook Web 2.0 Communities gadgets Enterprise 2.0 wikis ratings Social Networking blogs

9. 50% have started their social media initiatives in the last two years.

10. 23% have plans of using social media in the future but have not started.

11. Only 13% have no plans for using social media soon.Social Media is New and Important

13. Employee interaction, knowledge management, expertise location, on-boarding, etc.

14. Engaging internal and external communities for Ideation Many more use cases will surface as people try new things Why use Social Media

15. Low Cost Marketing We HAVE to Do It Getting Traction Why 71% of organizations plan to increase investments in social media in 2009. The average increase in investment is 40%

16. “B2B social media is still nascent with many learnings. You need to experiment.” “We view it as an immature medium, and we're waiting for more clarity before we make large investments.” “All ideas are on the table and most ideas are unknown.” What People Are Saying

17. Evolution of Social Media

18. Effectiveness Only 12% would rate their Web 2.0 initiatives as Effective

20. Why they would use Web 2.0 and how to measure effectiveness

21. How to set up the best Web 2.0 approach to fit the companyEffectiveness Raises Question on Measurement

22. The data suggests most companies are using social media tactically. Very few have a strategy in place, the guidelines, processes, focus and metrics to succeed long term. Organizational Maturity Almost 40 % of surveyed have no social media process or strategy in place. Only 23% have a strategy document.

23. Social Media will be pervasive in the modern organization. A tool to engage Employees Partners Customers Beyond Engaging Customers Twitter lags behind other social media tools and not one tool stands out. This is consistent with our belief that tools are secondary.

24. What Does Web 2.0 Meanfor Your Business?

25. Social Media is a new way of engaging and interacting with customers, partners and employees It’s about People - Shifting Control to Customers Broadcasting versus Participation From formal announcements (press releases) from organizations to real-time micro-updates (tweets) by individuals A New Business Paradigm

26. A Mind-Shift and a New Culture Transparency and Authenticity Participation, Listening and Acting Quantity and Quality of Information – Value to Noise Ratios Social media is important and requires investment

28. A marketing strategy

29. A product development strategy

30. Etc.It is about an Integrated Experience Social marketing will be a required skill For 57% of organizations it is important or very important to combine social and enterprise content

32. Finding the right content is critical

33. How much content about your brand exists online?Make it easy to find on your site Integrate content and search Syndicate out Consolidate content in Unlocking the Value of Content 73% of surveyed organizations said Search was important or very important

34. And deliver an Integrated User Experience

35. Successful Strategies Guidelines and Recommendations

36. People Strategy Measurement Resourcing Promotion 5 Steps to Success

37. 1. Get People On Board

38. It’s about people Acquire the right skills Or hire the people who get it It’s a culture shift – you have to live it Get executive buy-in Requires engagement and passion 1. Get People On Board

39. “Companies prosper when they tap into a power that every one of us already has – the ability to reach outside of ourselves and connect with other people” - Dev Patnaik, Wired to Care

40. 2. Develop a Strategy

42. You can foster and promote

44. Customer Expectations for the Web Immersive Personal Social Multi-Channel

45. Content is King The challenge is to unlock the value of your content. Search

46. 3. Clear Goals and Metrics

48. What will you measure?

49. How much to invest?Best Practices Hire someone who understands social media. Establish a strategy with defined milestones. Measure clicks, influence, buzz. Focus on business results.

51. 4. Resourcing

53. Brand consistency and control vs. participation

55. 5. Promotion

56. It’s about an integrated marketing experience Don’t promote social media as a silo Cross links and integration with traditional marketing Integrate persuasive and social content Be active – participate Go where the conversation is Have something interesting to say Watch it grow, listen, react 5. Promotion

57. Communities vs. Tools Personas Professional Personal Gamer Federated identity? Privacy and permissions

58. Marketing has led social media deployments ç

60. You can build all of your social media applications for your intranet, extranet, and www cases with one solution. Vignette can help

62. Rich media: best in class end-to-end video solution, podcasts, slides, photos

63. Powerful and extensible search to unlock the value of content

65. Modular – over 100 standards-based portlets (JSR 286)

67. Deployed over intranet, extranet, internet – on premise or hosted (via partners)

68. Security, governance, scalability, multi-site management, integration, 24x7 support

69. Proven solutions – half of the Fortune 100 rely on Vignette

70. Works with your existing systems (i.e. LDAP)A solution both IT and Marketing embrace

71. Vignette Community Services

72. Vignette Community Applications

73. Vignette Recommendations 7.1 Show most popular content Recommendation are rendered on the site or on a standard widget Social Search with Vignette Recommendations

74. Web Experience Solutions Experience Optimization Rich Media and Video Social Media Intranet Web Content Management

75. Questions Visit www.vignette.com/smroadmap for a free white paper on social media strategies and a copy of this presentation. Thank You gdada@vignette.com Twitter: @gerardodada http://techmktg.wordpress.com/http://www.linkedin.com/in/gdada Dirk Shaw, Social Media Strategist http://www.dirkshaw.blogspot.com/Twitter: @dirkmshaw