Leading Media and Marketing Solutions Company Yellow Pages Group Uses Enterprise Social Networking

© Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.

Presented By:

André BoisvertChief ArchitectYellow Pages Group

Unleashing the Full Potential of Social Networking

© Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. 2

Yellow Pages Group is a leading media and marketing solutions company in Canada.

We serve approximately 300,000 local businesses through our nationwide sales force of media consultants.

YPG also caters to the country’s largest national agencies and advertisers through Mediative, its national digital advertising and marketing solutions division.

Yellow Pages GroupAt a Glance


8.7 million Unduplicated unique visitors to

our network of websites

5.9 million Downloads of our mobile apps

31% Internet users reached in

Canada each month


Traffic & Distribution ChannelsTo name a few…


media

consultants

Sales force of

and sales support staff in Canada

1,100


Digital Transformation


Digital TransformationThe Visible Part - Before

7

Purpose & Mission

We Exist to Champion the Neighborhood

Economy.

We Connect Consumers and Businesses.

Product Portfolio• Printed Directories


Digital TransformationThe Visible Part - After

8

Purpose & Mission

We Exist to Champion the New Neighborhood Economy.

We Connect Consumers and Businesses Whenever & Wherever.

Product Portfolio• Printed Directories

• YPG Web & Mobile Properties

• Third-Party Web & Mobile Properties

• Social Platforms


Digital Transformation

Marketing

Sales

Information Technology

Customer Service

Fulfillment

CulturalTransformation

The Not So Visible Part


“Take care of the big thingsand

the little things will take care of themselves.”

“Take care of the little thingsand

the big things will take care of themselves.”

About Cultural Transformation


Next-Generation Intranet

Centralized Place to Find Information about the Organization

with a Specific Focus on…

Employee Generated

Content

Learning

Collaboration

Knowledge Sharing

Social Interactions


Architecture Overview

Global Navigation and Announcement Bar

Global Search

Single Sign-On

Document Storage

Self-Service Learning

Web Content Management

Enterprise Social

Platform


Key Elements


Key ElementsGlobal Navigation & Announcement


Key ElementsDocument Storage & Sharing


Key ElementsTraditional Intranet Pages


Key ElementsSelf-Service Learning


Key ElementsGlobal Search

PagesMessages

Documents

People

Subjects


Works on any browser

Works with any device

Works from anywhere at anytime

Anyone can contribute

The Little Things about the Intranet


1. Marketing asks Sales if having a specific new collateral would be useful

2. Sales provides feedback (via a poll)

4. Sales provides feedback about the new document

3. Marketing broadcasts the new collateral

Objective: The Creation of a Sales Collateral

Marketing with Sales

Transforming The Way We Work


Product Management with IT

Transforming The Way We Work

1. Find Experts / Subject-Matter ExpertsWithin The Organization

2. Publish Wireframes / ScreenshotsFor Early Feedback (via a poll?)

3. Keep Everyone Updated On Project Progress and Roadblocks

Objective: Support Agile Development


Change Management & Adoption

• Strong Executive Support

• Early Adopters

• Tight Planning of Key Use Cases

The Pillars of the Adoption Strategy

• Self-Policing Approach

• Focus on Expected Behavior

• Encouraging Appropriate Casual Use

• No Major Incidents

Usage Policies


Best Practices and Lessons Learned

• Identify Strong Use Cases To Get Things Moving

• Find your « Natural » Early Adopters AndGet Them On Board

• Balance Top-Down, Bottom-Up and Middle-OutAdoption Strategies

• Do Not Be Afraid To Try…

• … And Be Ready to Adapt

• Take An Open And Trusting Approach To Governance


The Future

Continued Focus on Adoption

Implement New Entry Points • RSS Feeds

• Outlook Mailbox

• Within Business Applications

Integrate Others Collaborative Applications• Wikis

• Enterprise Project Management
