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Presentation by Ariba March 2010
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© 2010. Ariba, Inc. All rights reserved.
Burn the Ships! Forging Ahead in a
Web 2.0 World
Elizabeth HillDirector, Internet Marketing
Ariba, Inc.
March 3, 2010
© 2010. Ariba, Inc. All rights reserved.
No RetreatWeb 2.0 enables a new era of information and influence
Critical Mass 67% of global Internet users visit member communities* Use of Social networks and blogs has surpassed email use 20% of Tweets mention brand** 50 million tweets in Jan. Untold influence
*Global Faces and Networked Places A Nielsen report on Social Networking’s New Global Footprint, March 2009**Penn State's College of Information Sciences and Technology (IST), September, 2009
© 2010. Ariba, Inc. All rights reserved.
No RetreatWeb 2.0 enables a new era of information and influence
Platform for contributors As co-creators of content, contributors have a sense of ownership Customers have new, wider platforms to offer feedback Tools enable ‘Rapid Conversations’ (RT, apps, etc.)
Filters for Spectators (customers, prospects, competitors, investors) Aggregators and filtering technologies amplify presence of once hidden content Universal search (blogs, social, video, etc.) Keyword Alerts RSS – Anyone can syndicate #
© 2010. Ariba, Inc. All rights reserved.
Challenges for Marketers (and we’re all marketers) Traditional advertising suffers from lack of trust 90% consumers surveyed noted that they trust recommendations from
people they know*• 70% trusted consumer opinions posted online
• 70% trust Brand websites As ownership increases, we’re held to new standards Must be part of the conversation/authentic Must offer candor and value The conversations are happening, with or without us.
No RetreatWeb 2.0 enables a new era of information and influence
*Nielsen Global Online Consumer Survey, April 2009
© 2010. Ariba, Inc. All rights reserved.
Opportunities for Marketers We are invited participants
Highly engaged audience
Unprecedented insight into the opinions and expectations of the market
Opportunities to engage 1 to 1
New opportunities to share expertise
Documented responsiveness
Filters and listening tools
Perfect Storm?
No RetreatWeb 2.0 enables a new era of information and influence
© 2010. Ariba, Inc. All rights reserved.
Web 2.0The Optimal Response
ConAgra Foods, Creating and Embracing a Social Media Culture - Nov 10, 2009
© 2010. Ariba, Inc. All rights reserved.
What is our Opportunity to Engage?
“Despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process … the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted.
(Nielsen Global Online Consumer Survey, April 2009)
© 2010. Ariba, Inc. All rights reserved.
External Community
Provide an online platform to facilitate communication – customer-to-customer, customer-to-Enterprise, and Enterprise-to-customer. An online community will empower users to find, share and discuss products, market conditions, best practices, news, trends and other information that helps them to be successful. The objective is to help customers become better customers, thus increasing their satisfaction, renewal rates, referrals and opportunities.
© 2010. Ariba, Inc. All rights reserved.
Hosting an External CommunityThe Culture Shift
NOT just another outbound vehicle Everyone’s invited (customers, prospects and
industry onlookers, competitors) Offers a new level of transparency Commitment to responsiveness No longer about budget, but timely, authentic
interaction Requires collaboration throughout the enterprise
(breaking down silos)
© 2010. Ariba, Inc. All rights reserved.
Selecting and Leveraging the Right Tools
Assemble the Stakeholders – Marketing, Product Dev, Support, Services, Sales, IT/Engineering, Education, Legal
Align on the mission Document Requirements
Feature (blogs, polls, msg boards, syndication, multi-media, member controls)
Business (delivery, integration, security, scalability, SEO) Administrative (configurability, reporting, permissions, ease of use)
RFP cycle Schedule demos Evaluation
Weight/rate vendors
Negotiation
© 2010. Ariba, Inc. All rights reserved.
Addressing Resource Constraints
Executive support Formal objectives/incentives Promote/invite participation widely; some are ready for
something new Unearth new experts Circulate successes Find new uses (HR – recruiting, crowd sourcing, events, etc.) Leverage content in new ways Distribute current communications (communications typically
handled via email) Utilize the archive
© 2010. Ariba, Inc. All rights reserved.
Intellectual PropertyThe practical aspects
Prepare Protect anything sensitive Enforce policies (internal and external) Document escalation procedures Respond to misuse
Remember the Mission Stay mindful of social media best practice Be strategic, not territorial Realize the benefits of deep member knowledge (i.e., user-
driven ideas and improvements) Collaborate
© 2010. Ariba, Inc. All rights reserved.
Measurement and ROI
Ask What specific questions do I want to answer? What data will answer my questions? What actions can I take to capture or generate the data? Did those actions produce the results I intended and to what
degree?
How much revenue did social media generate isn’t a fair question… yet.
Instead, focus on other efficiencies and learn to quantify them
© 2010. Ariba, Inc. All rights reserved.
Sample metrics for Web 2.0 ROI
How much is it worth? Referral activity and conversions Informal customer references Customer Service needs handled through
community Idea added to product roadmap Shorter recruitment cycles for HR Lower churn rate Viral exposure for press release …
© 2010. Ariba, Inc. All rights reserved.
Measurement and ROI
Answering basic questions will lead to more complex questions
Be methodical in mapping solutions Assemble the tools that are necessary (and
know which to use for what) Integrate into existing tools where possible.
Web analytics, CRM, etc.
Be disciplined in reporting even single instances of success