IGLOO - Canadian Marketing Association

© Copyright IGLOO Inc. 2009. All rights reserved.

Author: Yvette NanasiEmail: [email protected] Web: www.igloosoftware.comDate: November 2009

Finding the Business Value in

Social Software


COMPANY PROFILE

• Publicly launched IGLOO Software in May 2008– Web 2.0 Expo, San Francisco

• Leading edge Web 2.0 community platform – Integrated suite of web publishing, content management, collaboration

and social networking features– Powers some of the largest organizations in the world

• Cloud Offering – SaaS– Augmented by a complete suite of turnkey

community services

• Head Office in Kitchener, Ontario• 45 employees

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Over the past 15 years the Web has

dramatically changed our lives forever.


Web 2.0


THE NEW “KILLER APP”• Consumer Social Networking

– Mainstream 2007– Free Software (with ads)– Fun & easy to use– Set up in seconds

• Central places on the web where people come together– Network– Share– Collaborate

• Most Popular Social Networks– Sharing photos, videos and views– Creating connections and

networks

http://www.facebook.com/r.php

http://images.google.ca/imgres?imgurl=http://www.itd.umich.edu/orientation/images/student-group.jpg&imgrefurl=http://www.itd.umich.edu/orientation/&h=350&w=320&sz=55&hl=en&start=4&sig2=J44Yd-l7BMcfuCQv3ujGaQ&tbnid=Zov7UcCd7imybM:&tbnh=120&tbnw=110&eid=8HhQR6_VHoPQgQL5rJCvDg&prev=

http://twitter.com/


A HUGE OPPORTUNITY…

• Many organizations are searching for new tools and approaches to improve knowledge sharing, collaboration and networking

CSN for talent, knowledge and

relationship management.

Connect your isolated knowledge workers who

are on the road, in different offices or who

work in other time zones.

Stop vital corporate knowledge being trapped

in information silos like email, laptops and

enterprise applications.

Expand your understanding access and

utilization of your organizational expertise.

“ Social interactions drive business transactions ”

$ 4.6 BILLION Market

Source: Forrester Research


Business is both a personal and social

activity... Companies don’t build products, do deals or make service calls...

...People do!


Managing people is hard.

• Know-how• Skills• Ideas• Conversations• Experience• Expertise• Relationships


Managing teams is even harder.

• Focus• Control• Buy-in• Ownership• Goals &

Objectives

• Collaborate• Share• Problem Solve• Measure• Learn


Managing your entire company without

the right tools is darn near impossible.

Look Familiar ??


NOT A NEW CONCEPT…

• Business Social Networking (BSN) has been around for over 100 years

– “Face to Face” meetings, conference calls, water cooler conversations are all early forms of CSN

• Today... Email is the #1 CSN applicationin world with over 90 billion messages sent daily Email now takes on average over

20% of a knowledge workers day.

Gartner Group


INSIDE & OUT

Audience• Internal

(employees)Value Proposition

– Productivity• Talent• Knowledge• Relationships

Market• SME• G9K

Audience– External (prospects,

customers, partners, suppliers, alumni)

Value Proposition– Acquisition & Retention– Market Responsiveness– Engagement

Market• SME & G9K• Government• Healthcare• Associations, NFP’s


If HP knew, what HP

knows, we would be

300% more

productive. Lou Platt

Former CEO, HP



SOCIAL MEDIA MARKETING

• Search Engine Marketing– Advertise on key words

• Google• Yahoo!

• Site Advertising & Marketing– Advertise on key web sites– Based on click rates or impressions– Text and Media Ads

• Social Media Marketing

Social Business Software In Action


www.blackberrypartnersfund.com

BUSINESS CHALLENGEThe BlackBerry Partners Fund needed a

way to promote the fund online, coordinate developer challenges and for partners to complete a progressive due diligence for submitted business plans and then securely invite selected companies online to collaborate.

COMMUNITY SOLUTION• Online promotion and fund

awareness

• Online submissions of business plans

• Manage and coordinate 1,000s of applications and their status securely

• Gather partner feedback to facilitate due diligence

• Manage existing portfolio investments

BLACKBERRY PARTNERS FUND

http://www.blackberrypartnersfund.com/


BUSINESS CHALLENGEMotorola needed a way to connect to

specific user groups together online to share best practices, trouble shoot issues and help guide future product directions.

COMMUNITY SOLUTION• Manage and coordinate over 100

distinct user groups and their activities

• Gather feedback on product features andset up test groups on new products

• Connect members via product usage& product types

• Create and disseminate customertestimonials & stories

MOTOROLA USER GROUPS


BUSINESS CHALLENGEBrenda Halloran, Mayor of Waterloo

wanted to create an online community to promote more citizen engagement, stimulate open dialogue on issues and more transparency regarding local city issues.

COMMUNITY SOLUTION• Mayor’s blog

• Calendar of events and appearances

• Broadcast and promote initiatives and projects happening in Waterloo

• Dialogue with citizens and gather feedback

• Move towards transparency in local government

http://www.mayorofwaterloo.ca

CITY OF WATERLOO

http://www.mayorofwaterloo.ca/

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MEASURING (ROI)

• Do you get new products and services to market—faster?• Are there resulting cost reductions in existing business units

because of improved processes and access to information?• Has the community improved knowledge sharing (i.e. best

practices and tools that improve the quality of processes, products or services)?

• Are you better connected to your customers, partners and suppliers? Are they more satisfied? Has your retention improved? Are they more informed?

• Have knowledge, resource and expertise sharing accelerated the rate of innovation across your organization? Are your employees generating new product or service improvement ideas?

• Employee satisfaction and motivation, has it improved? Have your employee retention rates gone up? Are more people applying for jobs? Have the number of sick days gone down?


THANK YOU

The capacity of 1000’s of knowledge

workers to innovate is far greater than

that of a few executives.

Social networks help build corporate capacity

through people – by leveraging the talent,

knowledge and relationships that already

exist in every company.