Burn The Ships

© 2010. Ariba, Inc. All rights reserved.

Burn the Ships! Forging Ahead in a

Web 2.0 World

Elizabeth HillDirector, Internet Marketing

Ariba, Inc.

March 3, 2010


No RetreatWeb 2.0 enables a new era of information and influence

Critical Mass 67% of global Internet users visit member communities* Use of Social networks and blogs has surpassed email use 20% of Tweets mention brand** 50 million tweets in Jan. Untold influence

*Global Faces and Networked Places A Nielsen report on Social Networking’s New Global Footprint, March 2009**Penn State's College of Information Sciences and Technology (IST), September, 2009



Platform for contributors As co-creators of content, contributors have a sense of ownership Customers have new, wider platforms to offer feedback Tools enable ‘Rapid Conversations’ (RT, apps, etc.)

Filters for Spectators (customers, prospects, competitors, investors) Aggregators and filtering technologies amplify presence of once hidden content Universal search (blogs, social, video, etc.) Keyword Alerts RSS – Anyone can syndicate #


Challenges for Marketers (and we’re all marketers) Traditional advertising suffers from lack of trust 90% consumers surveyed noted that they trust recommendations from

people they know*• 70% trusted consumer opinions posted online

• 70% trust Brand websites As ownership increases, we’re held to new standards Must be part of the conversation/authentic Must offer candor and value The conversations are happening, with or without us.


*Nielsen Global Online Consumer Survey, April 2009


Opportunities for Marketers We are invited participants

Highly engaged audience

Unprecedented insight into the opinions and expectations of the market

Opportunities to engage 1 to 1

New opportunities to share expertise

Documented responsiveness

Filters and listening tools

Perfect Storm?



Web 2.0The Optimal Response

ConAgra Foods, Creating and Embracing a Social Media Culture - Nov 10, 2009


What is our Opportunity to Engage?

“Despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process … the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted.

(Nielsen Global Online Consumer Survey, April 2009)


External Community

Provide an online platform to facilitate communication – customer-to-customer, customer-to-Enterprise, and Enterprise-to-customer. An online community will empower users to find, share and discuss products, market conditions, best practices, news, trends and other information that helps them to be successful. The objective is to help customers become better customers, thus increasing their satisfaction, renewal rates, referrals and opportunities.


Hosting an External CommunityThe Culture Shift

NOT just another outbound vehicle Everyone’s invited (customers, prospects and

industry onlookers, competitors) Offers a new level of transparency Commitment to responsiveness No longer about budget, but timely, authentic

interaction Requires collaboration throughout the enterprise

(breaking down silos)


Selecting and Leveraging the Right Tools

Assemble the Stakeholders – Marketing, Product Dev, Support, Services, Sales, IT/Engineering, Education, Legal

Align on the mission Document Requirements

Feature (blogs, polls, msg boards, syndication, multi-media, member controls)

Business (delivery, integration, security, scalability, SEO) Administrative (configurability, reporting, permissions, ease of use)

RFP cycle Schedule demos Evaluation

Weight/rate vendors

Negotiation


Addressing Resource Constraints

Executive support Formal objectives/incentives Promote/invite participation widely; some are ready for

something new Unearth new experts Circulate successes Find new uses (HR – recruiting, crowd sourcing, events, etc.) Leverage content in new ways Distribute current communications (communications typically

handled via email) Utilize the archive


Intellectual PropertyThe practical aspects

Prepare Protect anything sensitive Enforce policies (internal and external) Document escalation procedures Respond to misuse

Remember the Mission Stay mindful of social media best practice Be strategic, not territorial Realize the benefits of deep member knowledge (i.e., user-

driven ideas and improvements) Collaborate


Measurement and ROI

Ask What specific questions do I want to answer? What data will answer my questions? What actions can I take to capture or generate the data? Did those actions produce the results I intended and to what

degree?

How much revenue did social media generate isn’t a fair question… yet.

Instead, focus on other efficiencies and learn to quantify them


Sample metrics for Web 2.0 ROI

How much is it worth? Referral activity and conversions Informal customer references Customer Service needs handled through

community Idea added to product roadmap Shorter recruitment cycles for HR Lower churn rate Viral exposure for press release …


Measurement and ROI

Answering basic questions will lead to more complex questions

Be methodical in mapping solutions Assemble the tools that are necessary (and

know which to use for what) Integrate into existing tools where possible.

Web analytics, CRM, etc.

Be disciplined in reporting even single instances of success

Burn The Ships

Business

retreat web 2

web 2

customer

opportunities

customers

information

contributors

blogs