Download - Social media intranet
Social MediaBy Mike Manning & Kevin Metzger
November 15, 2010
04/08/2023 2
Topics We’ll Cover
• Social Media introduction• Exploration of initial social objectives• Primary focus on internal & deployment of
intranet• External
04/08/2023 3
Social Media Defined
Social Media Is NOT… Social Media Is…One-way conversation Open conversation Short-term or experimentalSomething you can do without participation
Strategic investment over the long term built with trust through conversation
Mass media Focused media channel for engagement in discussion and idea building.
Another marketing channel Multidirectional, authentic interaction Another place to distribute press releases Greater emphasis on items that add value to
audience. Press releases & other content can and should be distributed, but should not be primary focus.
Social Media is an innovative approach to doing business with customer rather than doing business to customers. It is also a great method for driving conversations and trust within a company.
A platform meant to encourage two way conversation and create engagement.
04/08/2023 4
Business Trends
Streamlite is consistent w/ most other companies regarding social media, but a bit behind on the intranet
n = 268
04/08/2023 5
Initial Social Objectives
Internal Objectives1. Drive innovation through employee
engagement in community.2. Platform to build conversation and
community in the company3. Internal brand development
External Objectives1. Listening to market conversations 2. Public recruiting tool3. Sales/customer support
Results1. Drive process improvement opportunities2. Foster culture change3. Maintain legacy company knowledge 4. Build internal brand loyalty5. Better serve and reach customer and prospective customers
04/08/2023 6
3C’s to SuccessContent, Conversation & Community
Content
Conversation
Community
04/08/2023 7
The Conversion Prism
Confidential © 2010 Streamlite, Inc.
04/08/2023 8
Internal Focus
Microbloging / Nicheworking
•Private social network• Short messages to employees (announcements,
etc)
Blogging and Forums
• Internal company blog•Hosted internally or externally• Internal discussion forms for questions and
generating ideas
Collaboration
•Chat rooms & file sharing•One-on-one messaging
Some stand-alone options
COMPREHENSIVE, SOCIALLY-ENABLED INTRANET
sCRM
• Find customers where they live• Engage organization in sales
Knowledge Sharing
• Department Wiki pages (HR, IT)• Document management
Social Bookmarking
• Indicate relevance of articles• Show popularity by readers vote
[[Wiki]]
04/08/2023 9
Internal Focus
• If Social Media is the “democratization of information”, it makes sense to open the information first to Streamlite employees
• Increase understanding of available tools• Use time to start listening to the
marketplace & fine-tune use of tools• Start two-way dialogue first with
employees on process improvements & innovation
04/08/2023 10
Intranet
• Collaboration and Social features• Employee profiles • Company directory• Chat • Forums
• Department & company calendars• Blogs (executive, employee: sales, ops, etc) • Document management & sharing
• Wikis• Online Forms• Links to resources (HRMS, Company Store, etc)
04/08/2023 11
Intranet Risks
1. Low organizational buy-in• SMB buy-in/use and constant refreshing of
information • Department-level administration
2. Employee Education• Acceptable Use Policy• User-level access• Authorized Access Policy
And potential ways to mitigate them
04/08/2023 12
External Listening
• Start listening to the marketplace• What are people saying?• Where are they saying it?
One of the most common concerns expressed about social media is a reasonable fear that customers will air their grievances on a company-sponsored platform such as (blog, Twitter, or forum).
Our clients and their customers are online and already have the means to talk about us. Listening provides the opportunity to respond.
04/08/2023 13
Transition to External
•Blog•Employee stories•Listings of jobs
•Social recruiting sites •Linked In•Twitter•You Tube•Facebook
Recruiting
•LinkedIn •Training for sales force use to connect with potential customers
•Twitter •Respond to customer concerns (already doing)
•Company Blog•Increase SEO •Support the recruiting effort•Engage in conversation with customers
Lead Gen. & Customer Support
04/08/2023 14
Case Study Kinaxis
Goals•Double web traffic •Double conversions (leads)•Foster a greater awareness of
the company’s supply-chain management solutions
Strategy•Find out where the audience
hangs out •Get involved in key online
locations •Drive interest from there to
the Kinaxis Web properties by adding value (not selling )through the creation of a highly engaging, content-rich “home” for supply chain experts to LEARN, LAUGH, SHARE and CONNECT
Results•Traffic:
•2.7X increase in traffic to Kinaxis.com
•3.2X increase in conversions (leads)
•5.3X increase in traffic to the blog/community
•Community:•6X increase in registered
community members •Revenues:
•Double-digit subscription growth (paid users of SaaSproduct RapidResponse), topping 30,000 users and counting
Other Data•Community has 3644
members•They have 13 members of
the company blogging•Posted 11 articles in
October and average of 84 views per post
•22 comedy based videos, highlighting benefits of Kinaxis
•15 informational videos•$70k research spend with
Forrester to understand community
•https://community.kinaxis.com/index.jspa
Thank you