Enterprise Social Media -

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Enterprise Social Media What is it and how do technical communications fit in?Sherry McMenemy - STC Toronto Education Day, April 30, 2011

Text of Enterprise Social Media -

  • 1. A story to start
    Sherry McMenemy 2011

2. 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
Sherry McMenemy 2011
3. 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 development
People + process + platforms
Sherry McMenemy 2011
4. So whats different?
Social is about tools, but its also about:
Genuine opportunities to interact with customers up close & personal
Flexible, 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
Sherry McMenemy 2011
5. 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
Sherry McMenemy 2011
6. Mission statement
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 right content
Sherry McMenemy 2011
To the right people
At the right time
Via the right channels
7. The 5 Cs
Sherry McMenemy 2011
Who, when, where?
Technical, just-in-time
One-stop shopping
Internal, external
E.g., product recall
8. You are here
Sherry McMenemy 2011
Enterprise 2.0, Social Communications
9. Social business
Strategy: make organizations more adaptable & responsive, increase revenues, reduce costs
Tactics:
Process: when socialized, is interactive and iterative
Community management: to ensure productivity
Technology: the tools in the toolbox
Community Roundtable Report, 2011
Sherry McMenemy 2011
10. Social support
Sherry McMenemy 2011
11. Youre not in control
ihatedell.net
futureshopsucks.com
paypalsucks.com
microsoftsucks.org
mac-sucks.com
fordreallysucks.com
ihaterogers.ca
ihatebell.ca
comcastsucks.org
walmartsucksorg.blogspot.com
deltareallysucks.com
deltaisevil.blogspot.com
southwestsucks.com
mcsucks.com
geicoblows.com
googlesux.com
googlesearchsucks.com
bushandcheneysuck.com
barackobamasucks.net
stephenharpersucks.blogspot.com
Sherry McMenemy 2011
12. Social media functions
Sherry McMenemy 2011
13. Who the what now?
Sherry McMenemy 2011
14. Some terms
Avatar
Crowd-sourcing
Enterprise/open source
Geolocation
Hashtag
Lurkers
Mashup
Meme
P2P (Peer to Peer)
Tagging
Tweetwall
Viral content
Sherry McMenemy 2011
15. Getting started
Listen & observe
Participate, as a member
Find existing communities
Be up front about your interests, and what you dont know
Ask questions, ask for comments
Try things
Sherry McMenemy 2011
16. Listen & observe
Sherry McMenemy 2011
Find out who is talking, and about what
Lurking is okay
Use filtering tools
Communities, Twitter, forums, support calls, Facebook
17. Build a picture
Typical profiles of your users
What they talk about
Their pain points
Their job one
Sherry McMenemy 2011
18. Ask questions
Thats what your customers are doing
Okay to ask direct questions
Sherry McMenemy 2011
19. Engage
Start small ask for comments, ask for ratings
Do something with whatever you get
Sherry McMenemy 2011
20. Engage
Identify yourself
Everything is public

  • Involve others as needed

21. Once you start, you need to keep going, so be readySherry McMenemy 2011
22. Keywords and hot topics
Sherry McMenemy 2011
23. Curation = value
Aggregate relevant content
Save community members time & money
Associates thought leadership to you
You dont have to write all original content yourself
Via blog, feeds, links
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24. Curated content
Sherry McMenemy 2011

  • Articles created by users

25. Ratings indicate useful/popular content 26. Excellent model for internal knowledge sharing