choosing a community platform provider for your organzation
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© 2010 Awareness
Presented by: Matthew Leesmlees@customers.com | @mlees
Welcome to today’s #AwarenessInc Webinar!
Choosing an Online Community Technology Platform
© 2010 Awareness CONFIDENTIAL
Your Presenters
Christine MajorMarketing Communications ManagerChristine.major@awarenessnetworks.com @cmajor | @awarenessinc
Matthew LeesAnalyst, Consultant & Senior Contributing Editor, Patricia Seybold Group’s Customers.com Research Servicemlees@customers.com | @mlees
© 2010 Awareness CONFIDENTIAL
© 2010 Awareness CONFIDENTIAL
Got Questions?
Use the hashtag:
#awarenessinc
On Twitter
Technical Issues?
Contact Webex customer support
© 2010 Awareness CONFIDENTIAL
© 2010 Awareness CONFIDENTIAL
Who is Awareness ?
• Laser focused on the needs of marketers• Pioneer and leader in social marketing software• Deployed 200+ communities for some of the world’s biggest
brands• Partnered with leading digital and interactive agencies
CUSTOMERS PARTNERS
© 2010 Awareness CONFIDENTIAL
Why we are excited…
© 2010 Awareness CONFIDENTIAL
Serious Social Media Marketing for the Enterprise
Introducing…
© 2010 Awareness CONFIDENTIAL
Social Marketing Adoption Lifecycle
Facebook Page
Twitter Corp Blog You Tube Community Measure Mine Act
Social Marketing Maturity
Pop
ulat
ion
Ado
ptio
n
Social Marketing Maturity
© 2010 Awareness CONFIDENTIAL
Social Marketing in the Enterprise
Product
Marketing
Manager
Product
Marketing
Manager
Corporate
Marketing
? ?
Consumer
Communities
? ?
Corporate Owned
Communities Individuals
© 2010 Awareness CONFIDENTIAL
© 2010 Awareness CONFIDENTIAL
Social Marketing with Awareness
© 2010 Awareness CONFIDENTIAL
Publish : Centralized social network distribution
Manage : Bidirectional information and content exchange
Measure : Quantitative data for reporting and metrics
Gain Control of your Social Media Programs
Centralize your programs Evolve from tactical
programs to strategic social media
Measure Success for multiple channels and assets
© 2010 Awareness CONFIDENTIAL
The Next Step
© 2010 Awareness CONFIDENTIAL
Contact me for a demo:Christine.major@awarenessnetworks.com
@cmajor
2010 Patricia Seybold Group / Matthew Lees
Choosing an Online Community Technology PlatformMatthew LeesAnalyst, Consultant – Social Media / Online CommunitiesSenior Contributing Editor, Patricia Seybold Group
May 20, 2010
2010 Patricia Seybold Group / Matthew Lees
Page 11
It’s Not about Technology
Fah who for-aze! Fah who for-aze!Dah who dor-aze! Dah who dor-
aze!
© 2010 TBS, Inc.
2010 Patricia Seybold Group / Matthew Lees
Page 12
Well, It’s Not Only about Technology
(technology + business + people)
2010 Patricia Seybold Group / Matthew Lees
Page 13
Technology Helps You…
• Monitor, Measure, and Analyze – people, content, interactions
• Moderate – conversations
• Motivate – brand enthusiasts and influencers
• Scale / Extend Reach
• Integrate – with other technologies and the social Web
• Realize efficiencies and be more productive
Social Web = Blogs + Twitter + Facebook + LinkedIn + YouTube + MySpace + Delicious + Technorati + Bebo + Flickr + …
2010 Patricia Seybold Group / Matthew Lees
Page 14
Social Media Initiatives Slice Many Ways
Use Case• Service and Support
• Insight
• Loyalty / Satisfaction
• Awareness / Lead Gen
• Revenue
• (Productivity, KM)
Industry• Entertainment
• Media and Publishing
• High-Tech / Telecom
• Retail
• Manufacturing
• …
Segment• B2C
• B2B
• Education/Academia
• Not-for-Profit
• Government
Audience• Partners
• Customers (users, readers, subscribers)
• Developers
• Partners
• Students
• (Employees)
Business Owner• Service / Support
• Brand Marketing / PR
• R&D / Product Development
• Product Marketing
• IT
• (HR)
“Start with your business
goals.”
2010 Patricia Seybold Group / Matthew Lees
Page 15
A Lot of Technology Choices
Branded Communities / Social Networks Social Media Management & Monitoring
Social Media Monitoring
Crowdsourcing / Idea Management Social Networks
2010 Patricia Seybold Group / Matthew Lees
Page 16
Today’s Focus: Branded Communities
2010 Patricia Seybold Group / Matthew Lees
Page 17
Evaluation Framework – for Branded Communities
Community Platform
Communication Channels
Collaboration Methods
Engagement Tools
Search
Community Participation
Customization
Personal Profile Management
Member Content Creation
Connection Methods
Layout Options
Moderation and Administration
Member & Group Management
Reporting & Analytics
Moderation
Capabilities within a
Community
Structure
Technology Architecture
Integration
Scalability & Availability
Environments
Installed Base
Product Viability
Target Markets
Pricing
Product Background
Security Product Plans
Internationalization
Customer Base
Company Viability
Company Background
Financials
Content Management
Communication & Collaboration
Systems Management
Reputation Systems
CompetitionSupport for Mobile Devices
Viral Tools
Search Engine Optimization
2010 Patricia Seybold Group / Matthew Lees
Page 18
1. Community Participation
• Communication Channels– Forums (Web, PDA access), blogs, chat,
messaging
• Collaboration Methods– File sharing, wiki, ideas
• Search– Information search, people search– Basic, advanced, results page, tags
• Reputation Systems– Rating, ranking
Capabilities within a
Community
2010 Patricia Seybold Group / Matthew Lees
Page 19
2. Capabilities within a Community
• Connection Methods– Registration & Authentication– Standalone, SSO, 3rd-party (Yahoo!, Facebook)
• Customization– Look and feel, signatures, bookmarks, notifications
• Personal Profile Management– Fields, avatars, privacy control
• Member Content Creation– Editor (WYSIWYG), templates, reviews, interactive
media
• Viral Tools– Invitations, Send to a Friend/Colleague, widgets
Community Participation
2010 Patricia Seybold Group / Matthew Lees
Page 20
3. Moderation and Administration
• Comm. and Collab. Systems Management– Configuration and administration
• Member and Group Management– Accounts, access and permissions
• Moderation– Abuse reporting, obscenity filter, edit/delete posts, ban users
• Content Management– Announcements, publishing/syndication, import/integration,
audit trail, advertising• Engagement Tools
– Polls, surveys, email (individual, blasts)• Layout Options
– Look and feel, skins• Reporting and Analytics
– Stock reports, dashboard interface and parameters, export
Moderation and Administration
2010 Patricia Seybold Group / Matthew Lees
Page 21
4. Technology and Architecture
• Environments– Deployment mode (on-premise, on-demand)– Operating systems, application servers, databases
• Structure– Development language(s): LAMP, Java, .NET
• Integration– SSO, APIs, social Web
• Search Engine Optimization– URLs, META tags, dynamic/static content
• Scalability and Availability– Architecture, data center (uptime, redundancy)
• Security– Role-based, APIs and code snippets, protocols, data center
• Support for Mobile Devices– Devices, app vs. browser
Technology Architecture
2010 Patricia Seybold Group / Matthew Lees
Page 22
5. Product Viability
• Product Background
• Installed Base
• Target Markets
• Pricing
• Internationalization
• Product Plans
• Competition
Product Viability
2010 Patricia Seybold Group / Matthew Lees
Page 23
6. Company Viability
• Company Background
• Customer Base
• Financials
Company Viability
2010 Patricia Seybold Group / Matthew Lees
Page 24
What Vendors Provide
• Platform Features and Functionality
• Hosting (if on-demand/SaaS)
• “Enterprise” Capability– Administrative tools– SLAs– Scalability– Security
• Experience / Best Practices
• Professional Services– Strategy– Technology: integration, customization– Moderation
2010 Patricia Seybold Group / Matthew Lees
Page 25
Technology Trends
• “Build vs. Buy” isn’t even an argument anymore• Standard forum/blog/wiki functionality is the starting point• On-Demand / SaaS / Cloud• Integration
– Social Web• Sites & Networks: Facebook, Twitter, etc.• Measuring, Monitoring, Moderating
– Internal Systems• SSO, Directory/LDAP• CRM
• Analytics• Granular permissioning of users and groups• Increasing appreciation for identity and reputation
portability• Going mobile
2010 Patricia Seybold Group / Matthew Lees
Page 26
Thank You
Matthew Leesmlees@customers.comhttp://www.customers.com@mlees
© 2010 TBS, Inc.
© 2010 Awareness CONFIDENTIAL
Next Webinar
Brian SolisDispelling the Myths of Social Media & Writing
Your Own Success Stories
Monday, June 1st at 2PM ET
http://bit.ly/SolisWebinar
Sign Up Now!© 2010 Awareness CONFIDENTIAL
© 2010 Awareness CONFIDENTIAL
Meet Us!
Enterprise 2.0 BostonBon Voyage TweetUp
AtThe Whiskey Priest
Hosted By Awareness & The Community Roundtable
Wednesday, June 15
http://bvboston.eventbrite.com/
See You There!!© 2010 Awareness CONFIDENTIAL
© 2010 Awareness CONFIDENTIAL
Meet Us!
Corporate Social Media Summit
New York City6/15 & 6/16
http://bit.ly/SoMeSummit
See You There!!© 2010 Awareness CONFIDENTIAL
© 2010 Awareness CONFIDENTIAL
Got Questions?
© 2010 Awareness CONFIDENTIAL
Matthew Lees@mlees
mlees@customers.com
Christine Major@cmajor & @awarenessincChristine.major@awarenessnetworks.com
781-270-2416
Connect!!
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