Social Media Workshop AFSM Switzerland

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Peter H. ReiserPrincipal Architect, Oracle

Social Media Workshop

24. November 2011

Thursday, November 24, 11

Oracle Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions.

The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.


Agenda

15:00 - 15:15 Paradigm shifts

15:15 - 15:30 How to build vibrant communities

15:30 - 16:00 Social media strategy

16:00 - 16:30 Social media use cases - good and bad's

16:30 - 17:00 Team exercise: Live social media use case


File systems, Databases, Websites, BI, Applications, Exchange

Enterprise 2.0 / Web 2.0 ??????


Web 2.0 Paradigm Shifts

Web 1.0 Web 2.0



Web centric Pull and push Downloads & hits Read-only

Web 1.0 Web 2.0




People centric

Web 1.0 Web 2.0




People centricMash-up

Web 1.0 Web 2.0




People centricMash-upSocial Value

Web 1.0 Web 2.0




People centricMash-upSocial Value

Read/Write

Web 1.0 Web 2.0


Cultural Paradigm Shifts

Old World New World



Know-How

Knowledge is Power Communication

Old World New World



Know-How


Know Who knows how

Old World New World



Know-How


Know Who knows how

Sharing is Power

Old World New World



Know-How


Know Who knows how

Sharing is Power

Communities

Old World New World


Its about people and communities and social value

Web 2.0


What is Enterprise 2. 0 ?

How to build vibrant communities

Internal Employees

External CustomerPartnersSuppliers

Web 2.0Social Media


How to build vibrant communities

Architecture MethodologyValue System

Community 1 Community 2 Community n

Architecture Scalable Enterprise Architecture

Adoption

“What’s In It For Me “

Any internal or external community


Architecture

MethodologyArchitecture


Value System


Technical Architecture

Attachment Tagging

Ontology

Blog

Search RatingComment

MyShare My Skills

MyTags

MySocial MyEquity My Community

Community Services

Widgets

Web Services

Bookmark

FeedSyndication

Member-ship

CommunityEquity Wiki

My Contri-

butions

Security & Entitlement Services (IdM)

SocialGraph




Architecture




If you build it, will they come?

Architecture


Methodology



Architecture


Community Methodology

MMFI – Make Me Feel IncludedWhat is the common cause ?Do you listen to me? Do you understand me?

MMFV – Make Me Feel ValuedCan I trust you? Do you trust me?Do you value me? How ?

WIIFM – What Is In it For MeCan you provide what I need any time, anywhere on any device?


Understand Your Community Audience (Social Media Hierarchy)

Creators are online consumers who publish content (web pages, videos, articles) regularly

Critics react to other content online, posting ratings, reviews, comments

Collectors collect and aggregate information (e.g., by saving bookmarks, tagging articles) of creators and critics

Joiners participate in or maintain profiles on social networks like Facebook or MySpace

Spectators consume what the rest produce

Inactives don’t participate at all

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Source: Forrester Research


Value System



Architecture


Source: Tomuniversal


http://www.slideshare.net/Tomuniversal/when-did-we-start-trusting-strangers-presentation

http://www.slideshare.net/Tomuniversal/when-did-we-start-trusting-strangers-presentation

Social Value System

• Social reputation • Who can I trust?• What is my value?

• What’s In It For Me?


Social Value System

• Social reputation • Who can I trust?• What is my value?

• What’s In It For Me?


Measuring Social Capital


Community Equity


Community Equity

DocumentsWiki

BlogsPatents

Contribution


Community Equity

DocumentsWiki

BlogsPatents

Contribution

RateCommentRe-use

Tags

Participation


Community Equity

DocumentsWiki

BlogsPatents

Contribution

RateCommentRe-use

Tags

Participation

Education Skills

Reputation

Skill


Community Equity

DocumentsWiki

BlogsPatents

Contribution

RateCommentRe-use

Tags

Participation

Education Skills

Reputation

Skill

BusinessCommunities

Role


Community Equity

DocumentsWiki

BlogsPatents

Contribution

RateCommentRe-use

Tags

Participation

Education Skills

Reputation

Skill

BusinessCommunities

Role PersonalEquity

Personal


Information Equity

Content Activities Community


Information Equity

Content Activities Community


Information Equity

Content

createmodifydownloadviewratecommenttag

Activities Community


Information Equity

Content

createmodifydownloadviewratecommenttag

Activities Community


Personal Equity

My Community Equity Activities Me

Community


Personal Equity

My Community Equity Activities Me

Community


Personal Equity

My Community EquityContributioncreatemodifytag

Activities Me

Community


Personal Equity


Activities Me

Community Participationviewratecommentreuse


Personal Equity


Activities Me

Community Participationviewratecommentreuse


Better Enterprise Search



Better search results



Personalized Recommendations




Personalized Recommendations

Expertise Discovery



User Profile (WIIFM)

Social Ranking

Recognition (Incentive)

Expertise and Skills discovery


External Communities

Social Media Strategy


Social Media Strategy

ListenMonitor ongoing customer conversations (dialogues) with each other to obtain insights for marketing and product development TalkParticipate in, and stimulate dialogues between customers

EnergizeEmpower your company advocates /enthusiasts through social media to influence the buying decisions of others (be trustworthy)

InnovateUse the customer to drive innovation , improve products and services


Examples and Use Cases


Trends – Declarative Living Profile Services , e.g., Facebook, MySpace, LinkedIn, Xing ....


Trends – Ambient Awareness

Microblogging, 140 characters, real time

Twitter is a base service – innovation happens around it


Trends – User-Generated Content Increasing number of services (blog,wiki,forum etc.) enable users to share their

opinions, rate products, services, etc.


Trends – Social Recommendations

Use of social networks and other social media as the basis for buying decisions


Trend - Social Analytics Discover Trends, Sentiments - basis for personalized recommendations


Examples & Case Studies


Case StudyProblem

Knowledge sharing and collaboration for Global Customer Engineering 100's of different websites and knowledge repositories People do not re-use knowledge (not invented here)

Social Media Strategy Consolidate main web venues into a single social enabled community framework Incent people for active participation and contribution

Approach Create SunSpace – an enterprise-wide social community platform

MyProfile (Facebook like component) Standardized Community features (Wiki, Blog, Forum, Collaboration) Integrated search Community Equity to evaluate value flow between people, communities, content

Results 25 000 users (target was 12 000), 10x growth in usage within 6 month Consolidated five internal web venues and repositories


Case StudyProblem

Wanted to sell more Lego sets to adults

Social Media Strategy Energise existing community of Lego enthusiasts (Adult Fans of Lego)

Approach Create Lego Ambassadors program to build relationships with most enthusiastic AFOLs

and learn what’s going on in the highly connected AFOL world AFOLs compete for one of 25 ambassador positions, and are paid in Lego blocks Provide Lego ambassadors with information on new/upcoming products and allow

them to spread the information through their own personal networks

Results Each ambassador in touch with and promotes the product to on average 100 other

AFOLs, believe significantly more effective than traditional advertising Ambassadors listen to other AFOLs, develop consensus, and share their desires with

Lego, often included in product design discussions


Case Study

Problem How to keep the Mini relevant in the face of growing competition Knew Mini owners loved their cars, but not why or how they

could take advantage of it

Social Media Strategy Listen to Mini owners (higher than average number of creators, critics)

Approach Select an online brand monitoring service to monitor the buzz on its brand (e.g.,

through blogs, discussion groups/forums, social networks like MySpace)

Results Enabled Mini to measure the effects of its own marketing efforts Revealed how Mini owners felt – like members of an exclusive club – Mini owners Led Mini to market to Mini owners rather than prospective Mini buyers – coded ads that

only Mini owners could read, Mini car rallies Determined that when online promoter scores went up, so did sales the next month


Case Study

Problem Buying luggage is usually much more hands-on than buying for

example books, putting e-tailer eBags at a disadvantage compared to retail luggage stores

Social Media Strategy Energise luggage critics to influence spectators

Approach Implement a ratings and review system for luggage on eBags.com

Results Rating and review system converted more lookers to buyers on eBags According to Forrester statistics

76% of customers use online reviews to help make purchases 96% of sites with ratings/reviews consider them highly effective Visitors to Petco’s pet supplies site who browsed by highest rated products were

49% more likely to buy


Case Study

Problem How to use dog lovers to better design, package and sell pet products

Social Media Strategy Engage dog lovers in the innovation process

Approach Created a private community called “I love my dog/dogs are people too”

Results Pet lovers were happy to describe in detail what they were looking for

dog treats that looked like people food enhanced with vitamins and minerals

Del Monte launched a new line of dog treats based on this feedback and “Snausages” are selling well


Case Study: My Dell Hell Dell's reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries.

Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.

.

Source:http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails


http://econsultancy.com/uk/blog/7913-14-epic-social-media-fails


Case Study: My Dell Hell Dell's reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries.

Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as "Dell Hell." Should have responded sooner.

.

Lesson: A single image can be powerful. Use social media to stomp out fires before they turn into wildfires





Case Study: BP Fail BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it finds its Facebook pages clogged with outraged environmentalists. As if BP didn't already piss off environmentalists.

Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.

.



http://www.businessinsider.com/fake-bp-pr-tweets-2010-5




Case Study: BP Fail BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it finds its Facebook pages clogged with outraged environmentalists. As if BP didn't already piss off environmentalists.

Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.

.

Lesson: If you've already got a shoddy reputation, you've got to work three times as hard to fix the mistake.







Case Study: United Breaks Guitar


United breaks David Carroll's guitar and makes little effort to compensate him. So David does what's natural to him: he makes a music video.

Later, a Times newspaper reports that four days after the videos release, United Airline's stock price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and has over 11m views. Customer service fail.

http://youtu.be/5YGc4zOqozo




http://www.timesonline.co.uk/tol/comment/columnists/chris_ayres/article6722407.ece




Case Study: United Breaks Guitar

Lesson: Respond to customer complaints, quickly.


United breaks David Carroll's guitar and makes little effort to compensate him. So David does what's natural to him: he makes a music video.

Later, a Times newspaper reports that four days after the videos release, United Airline's stock price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and has over 11m views. Customer service fail.









Live Case Study ..

Werner Faymann östereichischer Bundeskanzler

http://www.facebook.com/bundeskanzlerfaymann


http://www.facebook.com/bundeskanzlerfaymann?

http://www.facebook.com/bundeskanzlerfaymann?

18. November 2011

http://www.salaminews.at/chronik/facebook-meldet-mitgliederrekord-faymann-als-zugpferd-in-europa/




http://brodnig.org/2011/11/03/faymann-auf-facebook-dem-kanzler-beim-scheitern/




Reaction’s





Source:http://www.oe24.at/oesterreich/politik/Faymann-Hacker-greifen-den-Kanzler-an


http://www.oe24.at/oesterreich/politik/Faymann-Hacker-greifen-den-Kanzler-an

http://www.oe24.at/oesterreich/politik/Faymann-Hacker-greifen-den-Kanzler-an

Discussion

What did they do wrong ?

How would you react ?


Revised - Social Media Strategy



✓ Rule #1: Listen



✓ Rule #1: Listen✓ Rule #2: Engage



✓ Rule #1: Listen✓ Rule #2: Engage✓ Rule #3: Be Real



✓ Rule #1: Listen✓ Rule #2: Engage✓ Rule #3: Be Real✓ Rule #4: Be Respectful



✓ Rule #1: Listen✓ Rule #2: Engage✓ Rule #3: Be Real✓ Rule #4: Be Respectful

✓ Rule #5: Have Fun


Thanks !

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Social Media Workshop AFSM Switzerland