BLOOM Social Media: Navigating the Social Technology Landscape

WWW.BLOOMSOCIALBUSINESS.COM

#SOCIALTECH

NAVIGATING THE SOCIAL TECHNOLOGY LANDSCAPE

For businesses, the wide array of social technology platforms and vendors is bewildering: what are social media engagement tools? What is the difference between one enterprise social platform and another? How can we use them? This report will provide an overview of a number of tools to help you make sense of the social technology landscape. Miranda Man, Social Business Strategist

November 2012

https://twitter.com/Millie_Man


Contents

1. Overview 1.1 Key Takeaways 1.2 Introduction 1.3 Social Technology Landscape 1.4 Social Business and Technology 1.5 Social Business Intelligence Tools 1.6 Enterprise 2.0 Tools 1.7 It's not about the technology!

2. Social Technology in Detail 2.1 Technology Overview 2.2 Social Intelligence Tools

i.  Analytics ii.  Listening Tools iii.  Engagement Tools iv.  Content Creation

2.3 Enterprise 2.0 Tools i.  Enterprise Social Platforms ii.  Enterprise Activity Streams iii.  Community Platforms iv.  E-Learning

2.4 Customisation 2.5 BLOOM Social Technology Consultancy 2.6 BLOOM Vendor Audit Process 2.7 Summary 2.8 Glossary


1.1 Key Takeaways

The purpose of this report is to provide an overview of the social technology landscape as it relates to Social Business Intelligence (the progression from Social Media Marketing) and Enterprise 2.0.

We will look at a number of social tools, from social media analytics tools to enterprise social platforms and also at key vendors.

This report will help you to make sense of the types of social tools available and how they can be used in your organisation. However, it is not intended to be an exhaustive or detailed list of social technology.

We will also provide an overview of BLOOM's approach and methodology to supporting businesses in choosing the right social tool for their needs.

A key consideration is that social technology should be about people and not technology: technology should act as a facilitator. BLOOM will help you to priorotise your business and user needs in the tool selection process.

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1.2 Introduction

The social technology landscape is constantly evolving: any overview of social technology can be only a snapshot of the time. Many platforms have new features introduced with each release and new technologies are being developed all the time.

For example, Lotus Connections was released in 2007. It is now known as IBM Connections and is on it's 4th version.

The technology used by Crimson Hexagon is a departure from traditional social media listening platforms and keyword matching algorithms to a patented pending algorithm that finds statistical patterns in words. Social technology is therefore dynamic and responsive.

This report will provide an overview of some of the tools available in the context of Social Business Intelligence and Enterprise 2.0.

No platform will fulfill every user or business requirement, so the chosen platform will have to match the users' needs as closely as possible. User requirements are therefore central to any social tool implementation and should be considered before choosing any social tool to ensure best use.

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Engagement Tools

Listening Tools

Enterprise Social Platforms

Enterprise Activity Streams

Community Platforms

E"Learning*

Analytics

Content Creation

1.3 Social Technology Landscape

Examples of Social Tools

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1.4 Social Business and Technology

Social Business Intelligence is the natural progression from Social Media Monitoring, the process of listening and monitoring social media conversations.

Social Business Intelligence involves monitoring, analysing and engaging with online conversations to derive insight and to take action on those insights.

Enterprise 2.0 refers to a structure of using Web 2.0 technologies to improve collaboration amongst employees and free flowing information within the business.

Social Business Intelligence and Enterprise 2.0 therefore provide a holistic framework for the true Social Business, one that is social on the inside and the outside.

Social Business Intelligence tools support and drive external customer engagement whilst Enterprise 2.0 tools support and drive employee engagement.

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1.5 Social Business Intelligence Tools Social Business Intelligence (SBI) Tools are used to manage a company's social media presence and online brand. They also enable businesses to derive insight from online customer conversations and to take action on those insights. They are sometimes referred to as Social Media Management Platforms.

Typical tools include Analytics, Social Media Listening Tools and Social Media Engagement Platforms

SBI is an important consideration for companies as social is changing the world of brand marketing and customer engagement.

With social engagement, companies now have the opportunity of deriving meaningful insights from a large audience and to take actions from those insights to improve business outcomes.

Social technology can help to facilitate social brand marketing, engagement and insight gathering.

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1.6 Enterprise 2.0 Tools

AIIM defined Enterprise 2.0 (E2.0) as: "A system of web-based technologies that provide rapid and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise."

Enterprise 2.0 platforms are used to support internal processes and practices, with an emphasis on collaboration and free flowing information. Typical tools include: Enterprise Social Platforms and Activity Stream Platforms.

These platforms will typically have social functionality, for example wikis and blogs.

E2.0 is an important consideration for 21st century businesses to help engage their workforce by promoting greater collaboration and visibility.

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1.7 It's not about the technology!

Whilst technology is an important factor and underpins Social Business, Social Business is not about the technology.

For example, social listening tools require people to process the aggregated data to turn into meaningful insights for the business to action. Similarly, an internal company blog is of limited use if employees see little point of blogging.

Social business is therefore driven by people, with technology as a facilitator.

Understanding user needs is one of the key elements of ensuring the successful adoption and effective use of social tools and should be a fundamental part of social tool selection.

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2.1 Technology Overview The next section will look at the following types of social technology: Social Business Intelligence i.  Analytics ii.  Listening Tools iii.  Engagement Tools iv.  Content Creation Enterprise 2.0 i.  Enterprise Social Platforms ii.  Enterprise Activity Streams iii.  Community Platforms (can apply to both employees and customers) iv.  E-Learning The overview for each category of tool will be structured as follows: �  Description �  Example Platforms �  Use Cases: Example Problems and Solutions �  Case Study �  Overview of up to 4 sample 'off the shelf' platforms. The platforms chosen will have good functionality and / or

represent best in class. Most platforms will have a degree of customisation available. It is worth noting that there is a degree of cross-over in functionality, for example, engagement platforms often have an analytics function.

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2.2 Social Business Intelligence Tools

i.  Analytics

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content creation

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What are Analytics Tools?

Tools that facilitate quantitative analysis of social media metrics, often taking place on owned social media platforms e.g. Facebook page.

Typical functionality: - Facebook page engagement rate - Owned platform fan growth - Social interaction metrics

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Examples of Analytics Tools

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Analytics

Use Cases: Example Problems and Solutions

Use*Case Problem Solu5on

Brand reach Do not know the extent of a brand's online presence

Volume, fan growth, reach metrics

Fan engagement Cannot quantify the extent to which users are engaging on owned platforms

Engagement rates, comments, likes, shares, people talking about

Content/engagement planning Do not know when best to share content with fans

Engagement rates by time of day/day of week

Fan demographics Do not know whether social media fans match brand target audience

Demographics metrics e.g. fans by age, gender, location

Content analysis Cannot work out what content resonates best with online community/fans

Comments, likes, shares by post or post type

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Visa

•  Visa was the only credit card company to sponsor the 2012 Olympic Games.

•  They measured the performance of their main Facebook page before, during and after the Games.

Business Problems

•  Visa hoped to gain insights from the performance of their main Facebook page to improve future campaigns.

•  They measured a number of Facebook metrics over the space of 4 months (May – September 2012) including: •  Fan growth •  Response rate •  Engagement rate

Solution: Socialbakers Analytics Pro

•  Gathering metrics: Using Socialbakers, Visa discovered: •  Olympic related posts

increased both fan growth and engagement considerably.

•  They had a 0% response rate. •  Turning metrics into insight:

Visa could learn from these metrics to improve their Facebook presence and future campaigns: •  Use content from large events

such as the Olympics for future campaigns.

•  Open their Facebook wall so fans can interact and increase the response rate.

Analytics Case Study: Visa "What can we learn from our social media performance for future campaigns?"

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Analytics

" PageLever "  Google Analytics " SocialBakers

Overview of Sample Platforms

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Analytics

Platform Overview PageLever Social*Google*Analy5cs SocialBakers*Analy5cs*Pro

Strengths •  Comprehensive/pla2orm/with/excellent/func8onality/to/analyse/Facebook/Pages/data./

•  API/access/available./

•  Powerful/free/tool./•  Range/of/'off/the/shelf'/reports/

available.

•  Usable,/intui8ve/dashboards./•  Covers/Facebook,/TwiHer/and/

YouTube/owned/pla2orms./•  Access/to/industry/benchmarking/

to/compare/against/compe8tors.

Weaknesses •  Limited/to/Facebook/Pages. •  Only/direct/referrals/from/social/channels/shown./e.g/Hootsuite/and/URL/shorteners/not/included./

•  Easy/for/data/to/be/incomplete/and/inaccurate.

•  Results/can/be/too/broad/and/difficult/to/drill/down.

Best/used/for •  Analysis/of/Facebook/Pages. •  Capture/an/overall/picture/rather/than/a/comprehensive/view.

•  Compe8tor/analysis./•  Engagement/rates./•  Performance/monitoring.

Key/func8onality "The%world’s%leading%analy2cs%solu2on%for%Facebook%Pages."%Page/alerts;/Post/tagging;/Page/Grouping/Report;/Reach/overview;/Custom/report/and/dashboard.

"Integrated%web%and%social%data%provides%a%holis2c%view%of%your%content%and%community."%Social/conversions/report;/Social/sources/report;/Social/PlugTins/report/for/Google+/and/Facebook/Likes;/Standard/and/custom/repor8ng/available;/Ac8vity/Stream.

“Mul2BplaCorm%dashboard%to%measure,%compare%and%maximize%social%media%performance.”%Fan/growth;/Engagement/rates;/Industry/benchmarking;/Compe88ve/analysis;/Key/influencers;/Social/interac8ons;/Response/rates;/Response/8me

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2.2 Social Business Intelligence

ii.  Listening Tools

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content creation

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What are Listening Tools?

Tools that pick out and filter online conversations. Derive meaning and sentiment from mass of online 'noise.'

Typical functionality: -Sentiment analysis -Mention volumes -Geo-tagging

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Examples of Listening Tools

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Use Cases: Example Problems and Solutions Use*Case Problem Solu5on

Metrics/Repor8ng Cannot/quan8fy/the/volume/of/sen8ment/or/market/voice.

Quan8ta8ve/metrics/report.

Buzz/monitoring Do/not/know/what/customers/are/saying/about/the/brand.

Monitoring/of/online/conversa8ons.

Conversa8on/Analysis/ Don't/know/how/to/extract/insights/from/online/conversa8ons.//

Monitoring/and/analysis/of/posi8ve/and/nega8ve/online/conversa8ons.

Iden8fying/influencers Cannot/iden8fy/who/the/key/influencers/are.

Key/influencer/analysis.

Campaign/Analysis Do/not/how/successful/campaigns/are. Analysis/of/social/media/data/related/to/the/campaign.

Listening Tools

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LateRooms

•  LateRooms used Brandwatch to improve customer services and sales.

Business Problems

•  LateRooms.com, needed a tool that would help it manage its reputation on the social web by monitoring the conversations.

•  The company needed a tool that would provide real-time data to complement its customer service.

•  They also needed research and insight to back up its idea for a new social media “Concierge” service.

Solution: Brandwatch

•  Customer Service •  Brandwatch delivered

insight to improve customer service. E.g. LateRooms turned around an incident with a very angry online customer who then removed all previous criticism.

•  LateRooms Concierge •  Concierge replies to

customer tweets and posts.

•  Monitor opportunities. •  30% of Concierge

deals become sales.

Listening Tools Case Study: Late Rooms "How can we deliver great customer service?"

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Listening Tools

" Sysomos Heartbeat " Brandwatch " Engagor "  Visible Intelligence

Overview of sample platforms

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Listening Tools Platform Overview

Sysomos Heartbeat Brandwatch Engagor Visible Intelligence

Strengths -Above average data quality and engagement. -Excellent geo-location functionality.

-Excellent segmenting, filtering & categorising of data. -Good influencer analysis.

-Good geo-location filtering. – Very good social channel engagement functionality.

-Excellent scalability –Good spam filtering & sentiment analysis methodology

Weaknesses -Limited data analytics. -Weak on non English language sentiment.

-May not work as hard as others to make insights easy to understand -May be less suitable for inexperienced users

-Below average language coverage for sentiment analysis. -Not as much depth on data analytics as some other tools.

-Social channel engagement not as strong as other platforms. –Limited workflow functionality.

Best used for

-Social channel engagement. -Real time monitoring.

-In depth analytics. -Real time monitoring.

-Social channel engagement

-Simple to use data analytics.

Key functionality

"Providing constantly updated snapshots of online conversations." Real time monitoring; Key metrics measurement; Customisable dashboard; Influencer engagement; Automated sentiment; Geography; demographics.

"Find, understand and use conversations" Real time monitoring; Flexible query set up; Good scalability; Automtaic sentiment analysis; Categorising function; Dashboard.

"One stop shop solution for social media monitoring, & engagement." Real time monitoring, Publishing and Scheduling of content; Workflow; Intuitive set-up.

"Social insights when you need them." Real time monitoring; Topic discovery; Automated sentiment; Smart alerts and notifications, Customisable dashboard.

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2.2 Social Business Intelligence iii. Engagement Tools

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content creation / publishing

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What are Engagement Tools?

Platforms where users can take action, respond, engage, interact and communicate directly on social networks.

Typical functionality: -Content authoring and publishing -Workflow management -Analytics -Real time routing

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Examples of Engagement Tools

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Engagement Tools Use Cases: Example Problems and Solutions

Use Case Problem Solution

Community management Online content from customers is not being moderated

Real time routing and content creation / publishing

Workflow Management No process concerning responding to actions

Workflow management system and process

CRM Online customer queries are not being responded


Content publishing Difficult to produce and publish social media content

Content authoring and scheduling

Building brand awareness Content publishing is ad hoc Content scheduling

Crisis management Cannot respond to high volume of posts


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HomeAway Inc

•  The online holiday rental company HomeAway represents 640,000 holiday home listings in 168 countries.

Business Problems

•  HomeAway had several challenges relating to their global social media programme: •  Manage social content

publishing of more than 13 brands on multiple social network channels.

•  Manage the workflows for content creation.

•  Monitor brand mentions.

Solution: Spredfast

•  Content publishing: •  Streamlined process

to ensure users knew when and where content was due to be scheduled for publication.

•  Monitoring •  HomeAway can keep

track of brand mentions across a range of platforms.

•  Engagement: •  HomeAway can

manage interactions engage with their customers online effectively.

Engagement Tools Case Study: HomeAway How do we streamline our global social media efforts?"

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Engagement Tools

" Spredfast " Synthesio Unity "  Sprout Social " Conversocial


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Engagement Tools Platform Overview

Spredfast Unity Sprout*Social Conversocial

Strengths TFull/social/media/management/func8onality./TVery/customisable./TServices/a/wide/range/of/social/media/channels.

TNumber/of/languages./T/Strong/integra8on/capabili8es./TServices/a/good/range/of/social/media/channels

T'Social'/look/and/UX./TData/visualisa8on/of/analy8cs./TInternal/conversa8ons.

TClean/user/interface./TEasy/to/navigate.

Weaknesses TNumber/of/func8ons/could/be/confusing./

TNot/for/content/crea8on/or/publishing./TCannot/post/pictures,/just/bit.ly/links

TPermissions/level/is/currently/weak./TPla2orms/limited/to/Facebook,/TwiHer/and/LinkedIn./

TPla2orms/limited/to/Facebook/and/TwiHer./TLimited/workflow/management.

Best/used/for TTo/monitor/and/respond/to/online/conversa8ons./TEngaging/on/social/media./TWorkflow/management.

TTo/monitor/and/respond/to/online/conversa8ons./TWorkflow/management.

TTo/monitor/and/respond/to/online/conversa8ons./TEngaging/on/social/media./TWorkflow/management.

TFor/smaller/brands.//TTo/monitor/and/respond/to/online/conversa8ons./TEngaging/on/social/media.

Key/func8onality

"Monitoring,%Engagement,%Measurement%&%CoBordina2on%for%the%Enterprise."%Organisa8on/by/internal/teams,/customised/internal/workflow,/Mul8/channel/content/crea8on/and/publishing;/Internal/content/library;/Social/inbox;/Content/calendar.

"One%simple%tool%for%social%support."%Inbox/interface;/Conversa8on/history;/3/8er/permission/levels;/Monitor/conversa8ons/in/over/30/languages;/Integrate/with/enterprise/CRM/systems;/Real/8me/rou8ng;/Response/valida8on/process/for/managers./

"We%help%businesses%delight%their%audience%and%get%real%value."%Easy/to/manage/inbox;/Powerful/content/publishing/and/scheduling/including/'Sprout/Queue;'/Team/members/can/discuss/on/internal/conversa8on/thread;/Visualised/analy8cs/reports.;/Monitor/compe8tors.

"Powering%Social%Customer%Service."%Intui8ve/user/interface;/Priority/Response/Engine/to/filter/noise;/Content/publishing/and/scheduling;/Priority/inbox.

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2.2 Social Business Intelligence

iv. Content Creation

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content Creation

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What are Content Creation Tools?

Tools that facilitate the creation and distribution of socially enabled and / or interactive content.

Typical functionality: -Content creation templates -Distributing content to a number of social media channels.

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Examples of Content Creation Tools

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Content Creation Tools

Use Cases: Example Problems and Solutions

Use*Case Problem Solu5on

Content/distribu8on Difficult/to/publish/social/media/on/a/number/of/channels

Content/distribu8on

Building/brand/awareness Content/publishing/is/ad/hoc Content/scheduling

Building/unified/brand/presence

Style/of/content/on/sites/is/not/consistent

Content/crea8on

Real/8me/broadcas8ng Can't/share/conferences/online/in/real/8me

Live/streaming

Content/crea8on Crea8ng/content/that/is/engaging/ Content/design/template

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Canon

•  Canon USA inspired fans to creativity with a YouTube user-generated photo contest.

Business Problems

•  Canon and the Oscar winning director, Ron Howard, needed a platform to facilitate the 'Project Imagin8ion' campaign.

•  The project set out to prove that photography could be used as a creative vehicle to inspire the production of a film.

Solution: Thismoment DEC

•  Project Imagin8tion •  Thismoment's Distributed

Engagement Platform was used to power the campaign, a user-generated photo contest on YouTube.

•  Users could submit photos based on 8 themes to inspire the production of a short Hollywood film.

•  A unified social presence •  The Imagin8tion brand channel

was linked to Flickr, Facebook and Twitter and give users a unified social experience in a single, centrally located channel.

•  when you find me •  After more than 150,000 user

submissions, 1 photo was chosen from each category to serve as inspiration for the short film when you find me.

•  The YouTube brand channel had 1.4 million channel views in the space of less than 2 months.

Content Creation Case Study: Canon "How can we inspire creativity?"

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Content Creation

" Thismoment "  Buddy Media


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Content Creation Tools Platform Overview

Thismoment*Distributed*Engagement*Channel Buddy*Media*ProfileBuddy*/*ReachBuddy*

Strengths TBest/in/class/content/crea8on/func8onality/TExcellent/user/experience./

TClear/delinea8on/between/types/of/content/crea8on://ProfileBuddy//to/create/interac8ve/content/for/sites/and/ReachBuddy/to/create/and/embed/social/content/on/sites./TSimple/back/end/templates/to/create/content.

Weaknesses TProvides/the/infrastructure/to/create/pages/–/Thismoment/have/to/develop/the/backend/page.

T2/content/crea8on/products/could/be/confusing.

Best/used/for TMarke8ng/campaigns./TBrand/channels./TUser/generated/content.

TMarke8ng/campaigns./TCompanies/who/want/to/design/and/publish/their/own/content.

Key/func8onality "A%complete%social%content%management%plaCorm."%%Robust/content/management/system/from/crea8on/to/distribu8on;/Mul8Tmedia/Theatre/module/to/design/pages/with/mul8Tmedia/content;/Manage/across/mul8ple/channels/–/earned,/paid/and/owned;/Flexible/frontTend;/Customisable/and/easy/to/use/iframes/for/design/and/crea8on;/Analy8cs;/Conversa8on/organisa8on.

"Power%social%content%across%the%web."%Part/of/a/suite/of/5/social/enterprise/marke8ng/products;/More/than/50/social/applica8ons/including/quizzes/and/sweepstakes;/Backend/templates/with/exis8ng/themes,/assets/and/CSS;/Content/publisher/and/scheduler;/Anayl8cs;/Dashboard/ProfileBuddy:/Create/and/deploy/customised/content./ReachBuddy:/Create/manage,/track/and/embed/social/content

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2.3 Enterprise 2.0 Tools i. Enterprise Social Platforms

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content Creation

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What are Enterprise Social Platforms?

Internal platforms that offer portal like functionality in addition to social tools.

Typical functionality includes: -Blog -Document collaboration -Profiles

*

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Examples of Enterprise Social Platforms

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Enterprise Social Platforms Use Cases: Example Problems and Solutions

Use*Case**

Problem* Example*Solu5on*

Content*Collabora5on* Version/control/of/documents/ Wiki/based/system//

Content*Management* Cura8ng/content // Document/management/system

Content*Publishing Difficult/to/publish/internal/informa8on//

Blog////

Employee*Collabora5on Lack/of/employee/collabora8on Wiki,/document/sharing//

Knowledge*Management Informa8on/silos/ Document/sharing,/blog,/profiles

Community*Building Cannot/connect/with/groups/of/employees/

OnTline/community

Social*Networking Employees/cannot/network/with/other/employees/in/different/loca8ons

Social/networking/site

Intranet Intranet/is/sta8c/with/no/social/features/

Social/intranet/site/

Directory Employees/cannot/find/colleagues Profiles/

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Vodafone Germany

• Vodafone used Jive to manage their online community of international operational companies.

• Further use by Vodafone Germany’s enterprise business unit with a salesforce of 1000+, in 8 regions.

Business Problems

• Problems due to data silos and little sharing of best practice:

• Existing systems were not intuitive and did not provide integrated information.

• Staff could not quickly find specialised expertise.

• Best practice was not widely available to sales teams facing similar situations.

Solution: Jive Social Business Platform

• Share documents Sales teams can easily share documents with other departments such as finance or IT.

• People finder Profiles make it easier to find people with specialised expertise.

• Broaden business discussions Uncovers business discussions, a wider range of topics and people.

• Answer questions quickly Enables staff to display answers to frequently asked questions.

Enterprise Social Platforms Case Study: Vodafone "How do we break out of our information silos and drive synergies across our talented teams?"

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"  Jive Social Business Platform " Atlassian Confluence "  IBM Connections "  Microsoft SharePoint


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Enterprise Social Platforms Platform Overview

Jive*PlaNorm**** Confluence**

Connec5ons* SharePoint*

Strengths -Market leader (Aug 2011 Forrester Report). -Full suite of social business apps.

-Best in class enterprise wiki. -Free licence options for not for profit sector.

-Tested and scalable (designed to solve IBM's own internal challenges). - Excellent integration with email and calendars.

-Pervasive market presence. -Integration with Microsoft software (e.g Outlook, Office).

Weaknesses -Number of functions can be confusing and complicates the look and feel of the user interface.

- Not really a social networking platform (but starting to develop social features)

-Reliance on other IBM products to provide a full social experience.

-Poor user experience. -Weak social features when compared with competitors. -3 year product release.

Best used for -Social intranet. -Knowledge management. -Community building. -Collaboration. -Social Networking.

-Social intranet. -Knowledge management. -Collaboration.

-Social intranet, -Knowledge management. -Community building. -Collaboration. -Social networking.

-A base to integrate with best in class social software -Document management and repository. -Social intranet.

Key functionality

"A suite of social business apps" Document collaboration; Social Profiles; Microblogging, Activity Streams; Blog; Enhanced Search; Like / Ratings.

"The Enterprise Wiki" Collaborative spaces, Page hierarchy, Permissions; Blogs.

"The 10 Components" Communities; Files; Wikis; Profiles; Blogs; Bookmarks; Activities; Home Page; Forums; Social Analytics.

"Makes it easier for people to work together" Sites; Composites; Insights; Communities; Content; Search.

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2.3 Enterprise 2.0

ii. Enterprise Activity Streams

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content Creation

46


What are Enterprise Activity Stream Platforms?

Platforms that have a core microblogging functionality and focus on the activity stream. Enterprise social platforms will however often have activity stream functionality.

Typical functionality: -Social networking -File upload -Groups

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Examples of Enterprise Activity Stream Platforms

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Enterprise Activity Streams Use Cases: Example Problems and Solutions

Use Case

Problem Example Solution

Employee Collaboration Lack of employee collaboration Activity stream

Knowledge Management Information silos Activity stream

Community Building Cannot connect with groups of employees

On-line community

Social Networking Employees cannot network with other employees in different locations

Social networking site

Problem resolution Help desk cannot respond to queries in real time

Microblogging

Directory Employees cannot find colleagues

Profiles

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Enterprise Activity Streams Case Study: NASA "How can we share and foster tacit collective intelligence?"

NASA

• The NASAsphere pilot programme explored the use of social networking in NASA to facilitate collective knowledge.

Business Problems

• Becoming difficult to generate new ideas: • Geographically dispersed:

increasing input required from people across NASA centres to solve problems.

• Ageing workforce. • Needed to find a

convenient, unobtrusive and quick way for employees and contractors to record and share their tacit knowledge.

Solution: Socialcast

•  Launch • Users were asked to post

five questions or ideas. • Answer or comment on

at least two questions or ideas.

• Create personal profile. • Functionality:

• Created groups and uploaded publicly available material.

• File topics, add keywords to enable content search.

• Online community grew from 78 accounts to 295 by the end of the pilot.

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"  VMware Socialcast "  Yammer " Salesforce Chatter


51


Enterprise Activity Streams Platform Overview

Socialcast* Yammer**

ChaQer*

Strengths* TIdeas/management/func8onality./TClean/user/interface./

TContent/collabora8on./T/Viral/adop8on/model./

TWorkflow/approval/with/Salesforce/CRM./TIntegra8on/with/other/Salesforce/applica8ons.//

Weaknesses* TNo/instant/messaging./ TSecurity/levels/could/be/beHer/in/the/free/version./

TLess/func8onality/than/Socialcast/and/Yammer./

Best*used*for* TSocial/networking./TEmployee/collabora8on./TIdeas/management./

TSocial/networking./TEmployee/collabora8on./TDocument/collabora8on./

TSocial/networking,/TEmployee/collabora8on,//TSocial/workflow/management/

Key*func5onality*

"A%private%social%network%for%your%company."%Ac8vity/streams/from/across/the/network;/Polls;/'Town/Hall'/Plugin;/Visual/org/chart;/Idea/management/–/create,/share/vote;/Thanks/badges./

"Extends%knowledge,%ideas,%and%experiences."%%Personal/inbox;/Instant/messaging;/Conversa8on/feed;/Yammer/Pages;/Leaderboards///Praise/badges;/Polls;/Ac8vity/stream/8cker./"

"Make%business%process%social."%Social/workflow/management;/Recommenda8ons;/Smart/search;/Instant/messaging;/Strong/integra8on/with/Salesforce/CRM./

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2.3 Enterprise 2.0 iii. Community Platforms* * Can be both used for customers and employees

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content Creation

53


What are Community Platforms?

Platforms used to build online communities. Can be used internally and externally for both employee communities and customer communities.

Typical functionality: -Forums -User groups

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Examples of Community Platforms

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Community Platforms Use Cases: Example Problems and Solutions

Use Case


Connecting to experts Customer has a technical query Experts' community

Customer self service Customer has a general query regarding a service

Peer to peer discussion forum

Collective community building Group of people with a common interest want to share experiences and thoughts

On-line community

Employee Collaboration Groups of employees wish to work with other groups

On-line community

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Community Platforms Case Study: Macmillan Cancer Support "How can we give ongoing support to people affected by cancer?"

Macmillan Cancer Support

• Macmillan/built/on/online/community/for/those/affected/by/cancer/to/get/peer/advice/and/support./

Business Problems

• Macmillan wanted to create an online space for people affected by cancer to connect with each other.

•  They wanted to give people the chance to share their experience and to access information.

Solution: Telligent Community

• Online community •  Created an interactive

online community for peer support.

•  Peer engagement • Members can create

blogs, post status updates and contribute to discussions.

•  Expert advice • Macmillan provides

clinical information and latest news via blogs.

•  Reach •  Reach of more than

60,000 members from 3 countries.

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Community Platforms

"   Telligent "   Lithium Community Everywhere


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Community Platforms Platform Overview

Telligent Lithium Community Everywhere

Strengths -Range of community platform products for both customers (Telligent Community) and employees (Telligent Enterprise). -Can connect employee networks with customer communities. -Excellent integration capabilities.

-Scalable 'apps' - can build branded community space on websites, deploy in different areas on the website, link to Facebook and Twitter. -Easy to customise and configure.

Weaknesses -In the UK, need to source an external delivery team to build the community.

-Integration with other content management systems could be stronger.

Best used for - Creating a unified community experience. - Employee collaboration within a community platform.

-Creating a unified community experience. -Adding a community 'layer' to existing sites.

Key functionality "Social community to enhance customer relationships, build stronger brands & attract new members." Online reputation management system; Dynamic content scoring; Discovery of experts; Social tools e.g activity streams, hashtags; Polls Telligent Enterprise - Central knowledge hub, Profiles; Workspaces.

"Extends knowledge, ideas, and experiences." Easy to create and customise widgets; Social apps including forums, polls and gamification features such as badges; Renowned for expertise in community management.

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2.3 Enterprise 2.0

iv. E-learning

Engagement Tools

Listening Tools



Community Platforms

E"Learning*

Analytics

Content Creation

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What are E-learning Platforms?

In this context, e-learning platforms with social functionality.

Typical functionality: -Collaborative features such as blogs.

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Examples of E-learning Platforms

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E-learning Platforms Use Cases: Example Problem and Solutions

Use Case


Online assessments Cannot create an engaging platform for learners

Interactive e-learning platform

Experience sharing Learners cannot share their experience

Blog

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E-learning Platforms Case Study: Travelex GBP "How can we get new staff up to speed quicker?"

Travelex Global Business Payments

•  Travelex Global Business Payments, a division of Travelex Global, has implemented a comprehensive e-learning solution, to meet their induction and on-going training needs.

Business Problems

•  Travelex had difficulty getting their UK sales team together in one of its offices to complete induction training.

•  The induction period was 4 weeks – Travelex aimed to reduce this to 2 weeks.

•  Travelex decided to use a combination of classroom based training and e-learning.

Solution: Composica

• Modules •  Produced 140 training

modules taken in conjunction with classroom training.

•  Induction •  Composica was used for

Travelex's new induction programme to train their new sales staff.

• New starters were trained more quickly and reached targets sooner when compared with previous induction programme.

•  Adoption •  Laid the foundations for the

adoption of e-learning throughout Travelex UK.

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E-learning Platforms

"   TOPYX Learning Management System " Composica E-learning Authoring System


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E-learning Platforms Platform Overview

TOPYX*Learning*Management*System* Composica*E"learning*Authoring*System**

Strengths* TBest/in/class/learning/management/pla2orm/with/social/func8onality./

TSocial/content/crea8on/and/authoring.//

Weaknesses* TCannot/create/interac8ve/eTlearning/games./

TNot/a/learning/management/system./

Best*used*for* TLearning/management/system./TCollabora8on/in/learning./

TContent/crea8on./TCollabora8on/in/learning/and/content/crea8on./

Key*func5onality* "Embed%modern%social%learning%tools%into%tradi2onal%LMS%features%and%watch%learners%thrive"%Content/distribu8on/and/management;/Available/in/other/languages;/Social/features/including/blogs/and/communi8es;/Course/management/and/administra8on;/Integra8on/with/exis8ng/pla2orms./

"Powerful%webBbased%WYSIWYG%authoring%environment."%%Content/crea8on/and/authoring/including/games;/Task/management;/Separate/collabora8ve/features/for/authors/and/learners;/Available/in/other/languages;/Interac8ve/game/crea8on./"

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2.4 Customisation

Most of the platforms covered in this report will have a degree of customisation available. However, there are options available should a business want a more a bespoke approach:

Custom built platforms are designed and developed for the business. These have the benefit of being tailor made for the business but can be expensive. -Example technology: Ruby on Rails; PHP

Open Source Platforms provide a framework to develop social platforms – many are highly customisable to suit the business's needs. -Example technology:"Wordpress,"Buddypress;"Drupal;"Elgg"

Example of custom build (Ruby on Rails)

Example of customised Wordpress

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2.5 BLOOM Social Technology Consultancy

This report has outlined a number of social tools and vendors. It is, however, not intended as an exhaustive or definitive list of tools and vendors.

BLOOM can provide social technology consultancy to help you to choose the right tool for your business. We will consult with you to understand your business and user requirements and will audit suitable platforms for your needs.

We are platform and vendor agnostic and will recommend the best tool suited to your business and user needs.

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2.6 BLOOM Vendor Audit Process

"   BLOOM offers social technology vendor auditing as part of our core offering. This service includes: –  Needs analysis research (department or organisation) –  Priority criteria evaluation –  Full technology vendor audit (we are vendor agnostic) –  RFP process management –  Selection consultancy –  Stakeholder engagement –  Implementation roadmap and education

"   We have provided social technology consultancy to leading blue chip clients including: –  End-to-end Pan-European social listening tool audit consultancy –  Pan-European engagement tool vendor audit and consultancy

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In this report, we have provided an overview of the social technology landscape and a selection of tools for Social Business Intelligence and Enterprise 2.0. Our key messages are: "   The social technology landscape is constantly evolving: be aware of changes and

developments to core functionality. "   There is rarely a 'one size fits all' platform. "   Social technology should not ultimately be about the technology but people. "   Understand the user and business needs to gain the best adoption and most

effective use of social technology. BLOOM can provide further advice and information on choosing the right social tool for you.

For more information on how social technology can help your business and

BLOOM's social technology offering, please contact us! [email protected]

[email protected]

This report was written by Miranda Man, Social Business Strategist at BLOOM

2.7 Summary

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https://twitter.com/Millie_Man


2.8 Glossary

Analytics: qualitative or quantitative evaluation of online data.

Social Media Listening: listening to and deriving meaning from online conversations.

Community Management: engaging, interacting and analysing social conversations and branded activity.

Blog: enables lower barrier to web authorship.

Wiki: allows users to create and edit content in real time

RSS Feeds: pull based communication streams

Voting: Liking / rating content

Social Bookmarking: tagging and sharing interesting content

Social Networking: person to person connections

Online communities: fostering online groups

Microblogging: status updates, posting content in real time

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