jive webcast aug 2009 - builds
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Lessons Learned: UBM’s Online CommunityAugust 18, 2009
David Michael and Ted Hoptondavid.michael@ubm.com | ted.hopton@ubm.com
© 2009, United Business Media Ltd.
The Resources of United Business Media
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United Business Media:• FTSE 250 company• Publically traded in the
UK with a market cap of over $2.6 billion
• 6,000 employees inover 30 countries
• In existence over 100 years
• Connects buyers, sellers and their audiences in over 65 countries throughout the world
David LevinGroup Chief
ExecutiveUBM Information
CMP Asia
Why UBM Wiki?
• Why did we deploy social media software?– Silos Collaboration– Communication Efficiency & Effectiveness– Culture We are one company– Potential This could be really powerful
• What high-level successes have we had so far?– Connecting– Communicating– Collaborating
• Why do we call it “the wiki”?
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Milestones Achieved So Far
Since community launched officially in Sept. 2008: • 4,800 user accounts set up in 50 countries• 30% log in daily, viewing a total of 300,000 pages monthly
• 3500 discussions containing 13,500 messages• 16,000 documents created or uploaded with 6000 comments• 1000 blog posts with 3000 comments on them• 900 spaces, 800 groups and 450 projects
• Each division has a Local Wiki Steering Committee• Most companies have Local Wiki Community Managers• UBM Wiki Advisory Board established and meeting monthly
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Implementation: What’s Worked for Us
• Community Management
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
• Community Manager & Steering Committee
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
• Community Manager & Steering Committee• Advisory Board
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
• Community Manager & Steering Committee• Advisory Board
• Culture – Set the Tone Early
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Openness and Transparency
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
• Community Manager & Steering Committee• Advisory Board
• Culture – Set the Tone Early– Patience and Persistence
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
• Community Manager & Steering Committee• Advisory Board
• Culture – Set the Tone Early– Patience and Persistence
• (Almost) Anything Goes Attitude
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Implementation: What’s Worked for Us
• Community Management– Local Ownership
• Community Manager & Steering Committee• Advisory Board
• Culture – Set the Tone Early– Patience and Persistence
• (Almost) Anything Goes Attitude• Training
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Examples of Specific Business Uses• Executive Blogging
– Communicating strategy, objectives and challenges– Boosting morale, acknowledging accomplishments
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Executive Blogging
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Examples of Specific Business Uses• Executive Blogging
– Communicating strategy, objectives and challenges– Boosting morale, acknowledging accomplishments
• Conference & Tradeshow Planning– Using wiki’s project management features to plan events
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Conference & Tradeshow Planning
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Examples of Specific Business Uses• Executive Blogging
– Communicating strategy, objectives and challenges– Boosting morale, acknowledging accomplishments
• Conference & Tradeshow Planning– Using wiki’s project management features to plan events
• Website Design Projects– Discussions, decisions and approvals made in the wiki
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Website Design Projects
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Examples of Specific Business Uses• Executive Blogging
– Communicating strategy, objectives and challenges– Boosting morale, acknowledging accomplishments
• Conference & Tradeshow Planning– Using wiki’s project management features to plan events
• Website Design Projects– Discussions, decisions and approvals made in the wiki
• Office Workflow– Meeting agendas, minutes, action items & projects in the wiki
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Office Workflow
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Examples of Specific Business Uses• Executive Blogging
– Communicating strategy, objectives and challenges– Boosting morale, acknowledging accomplishments
• Conference & Tradeshow Planning– Using wiki’s project management features to plan events
• Website Design Projects– Discussions, decisions and approvals made in the wiki
• Office Workflow– Meeting agendas, minutes, action items & projects in the wiki
• Rapid Sharing of Breaking News– Updates about / from Mumbai staff during and after terror attacks
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Rapid Sharing of Breaking News
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Examples of Specific Business Uses• Executive Blogging
– Communicating strategy, objectives and challenges– Boosting morale, acknowledging accomplishments
• Conference & Tradeshow Planning– Using wiki’s project management features to plan events
• Website Design Projects– Discussions, decisions and approvals made in the wiki
• Office Workflow– Meeting agendas, minutes, action items & projects in the wiki
• Rapid Sharing of Breaking News– Updates about / from Mumbai staff during and after terror attacks
• Cross-Divisional Interest Groups– Sharing ideas and expertise across borders (division / geography)– Quick, knowledgeable answers to questions posted– Topics include: SEO, Web 2.0, Virtual Trade Shows, Live Events, Sales &
Marketing24
Cross-Divisional Interest Groups
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Cross-Divisional Interest Groups
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Cross-Divisional Interest Groups
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Reporting
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VisitsAround 5000 visits per day from 4800 accounts
Reporting
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Around 300K monthly page views ~10 daily pages views per logged in user
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Participation levels are rising, with 30% logging in daily.
Content creators are 1-2% of all users.
What We’re Struggling to Overcome• Resistance
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
• Lack of Time and Resources
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
• Lack of Time and Resources Show Benefit
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
• Lack of Time and Resources Show Benefit• Misunderstanding and Misinformation
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
• Lack of Time and Resources Show Benefit• Misunderstanding and Misinformation
Education
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
• Lack of Time and Resources Show Benefit• Misunderstanding and Misinformation Education• Not Everybody Likes Social Media
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What We’re Struggling to Overcome• Resistance Patience & Show Benefit• Fear Listen & Respond
– Vulnerable Security Measures– Legal Liability Clear Usage Guidelines– Garbage Education & Gardeners– Ineffective Continuous Improvement– Distraction Good Management– Foolish Relax, We’re All Human
• Lack of Time and Resources Show Benefit• Misunderstanding and Misinformation Education• Not Everybody Likes Social Media Show Benefit
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Success Stories
• Wiki Wins Knowledgebase
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Wiki Wins Knowledgebase
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Success Stories
• Wiki Wins Knowledgebase• Vendor Cost Savings
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Vendor Cost Savings
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Success Stories
• Wiki Wins Knowledgebase• Vendor Cost Savings• New Product Development
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New Product Development
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Success Stories
• Wiki Wins Knowledgebase• Vendor Cost Savings• New Product Development• Competitive Intelligence
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Competitive Intelligence
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Success Stories
• Wiki Wins Knowledgebase• Vendor Cost Savings• New Product Development• Competitive Intelligence• Knowledge Sharing Improves Sales
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Knowledge Sharing Improves Sales
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Success Stories
• Wiki Wins Knowledgebase• Vendor Cost Savings• New Product Development• Competitive Intelligence• Knowledge Sharing Improves Sales• In-House Research Tool
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Understanding the Myths of Social Media
Presentation Researched in the UBM Wiki
Myth: Social media is freeIt is free, it is viral, but it involves investment in the people who manage and populate it.
Myth: We can control the messageThe value of social media is the openess. Once you regulate you kill it. You must embrace the conversation.
Myth: Social media is simply Facebook, and MySpaceWhile these are the “grandfathers” , in B2B the value will be taking these technologies and integrating them in a vertical way that is appealing to the audience. Business and personal still aren’t completely intertwined and may never be
Success Stories
• Wiki Wins Knowledgebase• Vendor Cost Savings• New Product Development• Competitive Intelligence• Knowledge Sharing Improves Sales• In-House Research Tool• You Have a Voice
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You Have a Voice
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What Are We Aiming For in the Future?
• Fully Engaged Community of Active Participants
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What Are We Aiming For in the Future?
• Fully Engaged Community of Active Participants
• Efficiencies and Cost-Reduction
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What Are We Aiming For in the Future?
• Fully Engaged Community of Active Participants
• Efficiencies and Cost-Reduction
• Increases in Revenue
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ubm.comdavid.michael@ubm.com | ted.hopton@ubm.com
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