gain community and global visibility: a five step process

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  • 1. Community andGlobal VisibilityMark Miller, Senior Storyteller, @EUSPDeborah Rosen, COO, Sonatype

2. Mark Miller, @euspSenior Storyteller 3. NothingButSharePoint 4. International Montreal Ottawa Toronto Birmingham, UK London Nottingham, UK Dubai Sydney Canberra, AU Wellington, NZ Philippines Beijing Shanghai Switzerland France Uruguay Argentian Chile Antarctica United States VirginiaMy SharePoint Destinations Michigan Florida Denver New York City San Francisco Los Angeles Washington DC Baltimore Philidelphia Boston 5. Deborah RosenCOO, SonatypeSVP Global 360 6. AgendaA case study in marketing to the globalSharePoint Community 7. Section OneThe Five Step Process1 2 3 4 5 8. Section TwoCommunity Engagement Project 9. Our purposeRaise awareness, buildtrust, develop relationships, inorder tosell 10. The theory:Trust based selling. 11. Why do YOU want to build acommunity? 12. A Brief HistoryGlobal 360, EndUserSharePoint 13. The Company 14. The Problem: Visibility/Credibility 15. The Solution 16. The Outcome 17. The OutcomeJuly 2011$260,000,000 OpenText acquires Global 360 18. 1 2 3 4 5The Five Step ProcessHow We Did It 19. Create your story 1 20. Find your market influencers 2 21. Align with the Big Dog 3 22. Drive activity around your story 4 23. Make everyone a marketer 5 After 24. And nowthe rest of the story 25. 1Create Your StoryWhat are you REALLY about 26. In everygreatcompany 27. there is agreat story 28. So what is yours? 29. Is it about changing a market? 30. Or changingthe world? 31. Thekey is to identify 32. AChoice 33. Rallying Cry$emotional 34. Your Mission: AThe ChangeChoice Unite 35. change the equation get everyone for involved 36. The Rules:Everyonecan have a getinvolvedvoiceIt cant be abouttechnology 37. sharebe fairsay webe positivecommunicatetake ownershipact with integrity 38. add value 39. If you own this storyyou get to write the ending. Bren Brown 40. 2Find Your MarketsInfluencersInfluencer50 Project 41. The Influencer Metamorphosis The Influencer landscape has changed considerably over the past decade, Key influencers are no longer an easily targeted single group. 42. Who are the Influencers? 43. What is Influencer50? 44. Segment the Influencers 45. Influencer Campaign1 Learn who the influencers are. Dont guess.2 Create an Influencer Plan. Corporate Wide.3 Embrace individuals. Engage their passions.4 Track and monitor regularly. Re-audit in 12 months. 46. Incremental Rollout 47. OutcomeAnnounced project on EndUserSharePoint.comReceived global visibility through external blogposts, articles and mentions on other sitesGlobal 360 received exponential increase in numberof hits to site 48. You have a story.You have an audience.Now what? 49. 3Align with a Big Dog 50. LocalRelationshipsCity by City 51. NationalRelationshipTreat like a major client 52. 4Drive Awareness andActivityCreate value for everyone 53. Drive Awareness: External Sites 54. Drive Awareness: Digital Destinations 55. Drive Awareness: Videos 56. Drive Activity: Trade Shows 57. Drive Activity: Web Casts 58. Drive Activity: eBooks 59. Drive Activity: Survey 60. Drive Activity: Response to Survey 61. 5Make everyone a marketerEngage the entire company 62. Everyone is a Marketer Maintenance Order FulfillmentAccountingIOS 63. Email SignatureBest Regards,Mark Miller, Social Media and Community StrategistPS: Have you hear the sad, true story of Ira the Invoice?Recent Speaking Engagements-- Dubai, United Emirates-- Africa - Johannesburg|Cape Town|Nairobi-- South America - Argentina| Uruguay |Chile-- Antarctica (Yes, Antarctica!)-- Canada Montreal | Toronto-- UK London | Birmingham | Nottingham-- USA - San Francisco| Boston | New York | Washington DC | Denver-- Southeast Asia - Beijing | Hong Kong |Singapore | Ho Chi Minh City | Manila-- Sydney, Australia | Wellington, New Zealand 64. Personal NoteThank you for saving a life today. -- Personal note on bill to hospital 65. Summary 66. The Five Step Process1 2 3 4 5 67. Create your story 1 68. Find your market influencers 2 69. Align with the Big Dog 3 70. Drive activity around your story 4 71. Make everyone a marketer 5 After 72. Now, its your turn. 73. Community andGlobal VisibilityMark Miller, Senior Storyteller, @EUSPDeborah Rosen, COO, Sonatype