Web 2.0 and Social Network for Enterprise

Web2.0 and Social Network

for Enterprise Guest Lecture for Bina Nusantara University powered by Binus Online Learning

Goutama Bachtiar

Technology Advisor and Consultant

www.linkedin.com/in/goutama October 11th, 2013

Introduction

Presenter Profile

15 years of working experience: 12 years in Training and Education, 6 years in consulting, software development, project management and network administration

VP - Head of Information Technology at Roligio Group Advisor at Global Innovations and Technology

Platform Subject Matter Expert & Editorial Journal Reviewer at

ISACA International Chapter Program Evaluator at Project Management Institute Columnist and contributor at ZDNet Asia, e27.co,

Forbes Indonesia, The Jakarta Post, DetikINET and InfoKomputer among others

Today’s Session

• Web2.0 Applications and Categories

• Web2.0 and Social Network nowadays

• Web2.0 and Social Network for Enterprise

• In-House vs Outsourced

• Social Media Measurement as KPI

Web 2.0 Applications and Categories

• Web2.0 itself (or Web 2) Popularized in 2004 by Tim O’Reilly, 1.5 year

attained 9.5+ million citations in Google Meaningless "marketing buzzword" vs "new

conventional wisdom” (?) • Let’s put it in the simplest way: WWW 2nd generation focusing on people

collaboration and sharing online information Static HTML is no longer there Dynamic Web pages with more organized and Web

App served to users

Those Early Days

Web 2.0 itself

Web 2.0 VS Web 1.0

• Web2.0 itself (Web 2)

In Reality

• Technical spec remains the same, but the way web pages made and used that changes

• Examples: social network site, blog, wiki, photo and video sharing site, folksonomy, hosted services and mash-up

Web 2.0 Consists of

• Rich Internet Application (RIA)

Experience from desktop to browser both graphical and usability point of view (Ajax and Flash)

• Web-oriented Architecture (WOA)

Apps expose their functionality to other apps for capitalization and integration (feeds, RSS and mash-ups)

• Social Web

Interact more with end user as an integral and key part within the platform (social network, media)

What Web2.0 Site Should Have (SLATES)

Search Finding information through keyword search Links Connects information together Authoring Content creation for collaboration (wikis, blogs) Tags One-word categorization to facilitate searching Extensions Enables Web as app platform and document server: Adobe

Reader, Adobe Flash player, ActiveX, Quick Time Signals Use of syndication tech (RSS) to notify users of content

changes

Web2.0 Usage

• Blogging

• Curating with RSS

• Podcasting

• Social bookmarking

• Social networking

• Tagging

• Web content voting

Web2.0 and Social Network Nowadays

• Utilized more for education perusal particularly higher educational institution

• Teachers and students have opportunity to share what they learn with peers

• Through blog, wiki, podcast, and other web tools for classrooms that education shall be collaboratively constructed

• More and more B2B companies and public sectors jumping into bandwagon leveraging blog for educating users and content marketing

Web2.0 and Social Network Nowadays

(cont’d) Figures • More than 1 billion Facebookers • Nearly 300 million Twitterers • Over than 500 million Plussers • 250 million LinkedIn members • 200 million Instagrammers • 300 million Xina Weibo Users • 500 million RenRen members • 4+ million Kaskusers (ID have 45m Fbers, 30m

Twitterers)

Web2.0 and Social Network Nowadays

(cont’d) Fun Facts • Dell have CSMO (Chief Social Media Officer)

reported directly to the CEO • 500+ of Dell employees involved in Social Media as

urged • New York Twitter account have just celebrated their

4th anniversary • NYC M. Bloomberg is the world’s most frequently

checked-in major • Bandung Maicih promotes their product only

through social media

Web2.0 and Social Network Nowadays

(cont’d) Fun Facts • GE’s Jeffrey Immelt finally lands on Twitter • Telkom capitalize FB to strengthen relationship

between employees • PLN utilize social media as one of customer service

tools • By average Asian holds four social media accounts

while Westerners with 1.4 • Asian prefer to read news than blog - the other way

for Westerners • Man and Woman Ratio for G+ is 7:3 while Pinterest

books for 2:8

How about Web3.0?

• "The computer is generating new information", rather than humans ~ Conrad Wolfram

• New and innovative Web 2.0 services with a profitable business model ~ CNN Money's Jessi Hempel

• Enable autonomous agents to perform some tasks for user.

• Search engines will no longer gear towards our keywords, but it will gear towards the user

Web2.0 and Social Network for Enterprise

Marketing

• Collaborate with consumers on product development, service enhancement and promotion

• Improve collaboration with business partners and consumers through Wiki

• List answers to FAQ on product

• Utilize online community for consumers to network among themselves on particular topics

Communication

• Communication between employees

• Communication to users, consumers, customers

• Communication to suppliers, vendors, partners, distributors, dealers, retailers, principals

• Communication to investor and government

• Communication to other stakeholders

Critical Success Factors

• Goal and Objective

• Ownership: Function, Entity, Department, PIC?

• Responsibility, Accountability, Consult, Inform

• In-house vs Outsource

• Strategy, Policy, Procedure, Program

• Organizational Structure, or Task-Force

• Social Media Officer, Strategist, Supervisor, Manager, Director-level?

• Return-On-Investment (ROI)

Techniques and Management

COMPANY BLOG

• What we will blog for? • Decide on engine (i.e.

WordPress, TypePad, Blogspot, Drupal, Joomla)

• Host by our own versus third-party (hosting provider or platform provider)

• Choose hosting or third party provider

Things to Consider

• Pick up our preferable theme and layout

• Enable necessary apps and elements

• Set alert on our own and everyone comment

• Monitor and check control panel regularly

• Keep sharing spirit alive!

Things to Consider (cont’d)

• Be authentic • Be transparent • Get inside our readers' minds • Solicit feedback • Don't be offensive or put

ourselves in big public risks • Citing others then we’ll get quoted • Always check internal link • Accommodate guest post (feature

column, expert) and ghostwriter • Promote in social media or

network

Mastering Blog Techniques

• Always try to explore the possibility to link with our previous post

• And don’t forget to do it with other sites too • Title of our article must be SEO-friendly • Watch out on file naming prior to uploading

picture or any other files • Our writing ORIGINALITY really matters , as a

basis for search engine ranks the site • NEVER try to twist or re-write content from

other posts

Search Engine Optimization

• Put credit whenever quoting other blogs, and sourced link

• Give credentials when using files which are not our own, respect Intellectual Properties and to avoid possibly legal matters

• Define major beats in our blog

• Create categories and use them effectively

• Be relevant and wise in defining and utilizing tag

• Identify popular keyword and optimize it for future posts

Search Engine Optimization (cont’d)

• Tons of apps and tools out there. TweetDeck, HootSuite, and SproutSocial are three among others

• Twitter only provides web for simply tweeting activities and open its API

• Third party utilizes API to offer necessary apps and tools

How to Manage and Monitor

• It is important to manage several accounts own by an entity, department, organization, institution or corporation

• Slightly important for more than two accounts hold by same person

• Embrace Twitter Lists and Columns to classify and monitor similar accounts

How to Manage and Monitor (cont’d)

• We could use scheduled tweets, but no tools for recurring’s due to Twitter policy

• Might need to mute tweets and or accounts for a while, for some reasons

• Hashtag is column-able too • Pick-up which services utilized for picture, video

and links • Set-up the notification (sound, alert, pop-up

window) • Embrace ‘block’ and report as spam’ wisely

How to Manage and Monitor (cont’d)

• Put disclaimer in Twitter bio such as “Official account of #CompanyName”, or our tweet hours

• Prepare “token” to attain traction and engagement

• Analyze our Twitter account end-to-end periodically

• Have other parties helping us (our employee, partner, customer, buzzer, agency or others)

• Always be 3I (informative, interesting, insightful)

• Promote it wherever possible

• At the very least, follow back our followers

Mastering Twitter Techniques

WRAPPING-UP FACEBOOK

• Pretty similar content characteristics like in other social networks

• But Facebook is network of FRIENDS, either meet in-person or online. You decide!

• Therefore, more personal life posts are frequently found in this respective network

• Tag our friends in post, conversation, and photo properly and wisely

• Form a group to accommodate similar interests • Might decide to allow post exposed in our

timeline

Be Mindful of…

• Traction and engagement measured through ▫ Comment ▫ Share ▫ “Like” ▫ Fan Page ▫ Subscriber ▫ “Talking This” ▫ Check-Ins

• Fake and spammer accounts are always there • Tools: SproutSocial, HootSuite, TweetDeck and

many more

Understanding Measurement Metrics

• Put everything about company page in place such as mission, vision, core business, products or services offered, contact details in Company Page profile

• Analyze our Facebook account end-to-end periodically especially the conversation, feedback, both complaint and compliment in particular and take necessary action

• Let other parties helping us (employee, partner, customer, agency or others)

• Always be 3I (informative, interesting, insightful) • Promote it wherever possible

Mastering Facebook Techniques

Photoblogging with Instagram

Credit: VentureBeat

• Utilize proper hash tag so our pictures will be easily found

• Not only proper, but also popular hash tag

• Check for popular hash tag all over the web and pick that suit

• Whenever needed and possible, optimize the number of maximum hashtag, which is 30

• Beautiful and meaningful pictures are always everyone’s fave.

Attaining Traction

• Unfiltered photo usually gets more “Likes”

• Align filter implementation with photo theme

• Cross-post to wherever possible (Flickr, Tmblr, Facebook and Twitter)

(Credit: Gigaom)

Attaining Traction (cont’d)

• Learn basic photography (composition, angel, lighting, etc)

• Identify spammer by observing his/her account

(Credit: businessinsider.com)

Attaining Traction (cont’d)

• Again, reply comment if we feel it’s necessary

• Be honest. State the gear for picture taking e.g. prosumer camera, digicam, DLSR, or others

• One always like to engage with truthful member

Getting the Engagement

• Like blog, do “photo walking” regularly

• Like pictures and leave stand-amongst-the-crowd comment

• Promote it at Instacanv.as and Instagram Photo Gallery

(Credit: Forbes)

Getting the Engagement (cont’d)

Optimizing YouTube

• Create quality and compelling video

• Publish using SEO best practices

• Engage with community, inside and outside the world’s second biggest search engine

Things to Do

• Make sure tags are relevant with content • The more tags the merrier. Just don’t abuse it • Spread tags out among our clips • Use adjectives. Folks are browsing and use

adjectives to find what they want to view • Utilize some category descriptor tags • Match our title and description with our most

important tags. Basic SEM practice applies • Don’t use natural language phrases and waste

tag space on words like “and” or “to”

Things to Do (cont’d)

• Different media, different content

• Content is KING, Traction is QUEEN, Engagement is ACE

• Be CONSISTENT in creating username for any (type) of social media accounts, to be easily remembered. Can’t get it? Try to claim for it

• Be thoughtful PRIOR to posting as Search Engines crawl almost everything, including our content

• KISS Metrics engagement surveys: 1-4 Tweets per hour, 0.5 Facebook posts per day, and best CTR (click thru rate) in midweek and weekend

• Make sure to maintain business authenticity if outsourced

Mastering its Techniques in General

In-House vs Outsourced (cont’d)

• In-House Considerations ▫ No one knows our business as well

as we do

▫ No one as passionate serving our customers as we are

▫ We have knowledge, competence and resource to manage

▫ Company Size versus Core Business

▫ Too risky to outsource our brand's reputation and image

▫ Newly created account is easy to handle

In-House vs Outsourced

In-House vs Outsourced (cont’d)

• Outsourced

– Do we know social media more than it's popularity and consumers?

– Do we have tools and manpower to manage in-house?

– If yes, anyone with marketing experience, preferably digital marketing?

– Hire a part-time social media crew instead of outsourcing?

– Do we trust outside entity to represent and promote our services and brand?

– Do we have time to learn and understand social media basics so we aren’t blindly handing over the reins?

• The third party should:

▫ Understand our business model, customers, marketing strategy, and target market

▫ Passionate about company mission and vision

▫ Tour our business and meet our employees

▫ Become experts on our products

▫ LOVE our business and want it to succeed as badly as we do

Deciding to Outsource

• What pieces to outsource: ▫ Facebook, Twitter, and others ▫ Content creation ▫ Statistics/Reporting on social media sites ▫ Campaign Management for promos or launches

• How much does it cost? ▫ Social Media Assistants/Virtual Assistants hourly

rate ▫ By average, SME will need 15-30 hours per month,

or more, to see returns ▫ Social Media management tools ▫ Or All-in costs from agency

If Outsourcing Then?

• In low-level such examples are:

▫ Fan base growth: Hitting 1,000 fans or followers over a set period of time

▫ Customer acquisition: Getting 50 redemptions per campaign on social media offers

▫ Support of direct marketing: Adding 200 names to your e-mail database per month

▫ Engagement: Achieving 20% participation by your fan base (e.g. Facebook "likes" and comments)

▫ Does it give “Leads” or “Sales”?

Social Network Measurements as KPI

High-Level Example

Reach Me

• E-mail: [email protected]

• Profile: www.linkedin.com/in/goutama

• Presentation: www.slideshare.net/goudotmobi

• Web: www.about.me/goudotmobi

• Twitter: @goudotmobi

Thank You!