Yngve Tvedt – Group CEONXC International SA

24.11.2009

NXC – OPEN RELIABLEeZ Publish + Social media

About NXC“The OBAMA way”

Case study: Labour Party

Social Media: impact on your business

Agenda

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About NXC

Established: 2000 HQ: Lausanne, Switzerland 8 offices (Switzerland, France, Denmark,

Norway, Ukraine) No. employees: 52 AA rating (D&B) since 2005 Owned by the management 2 main branches

NXC Interactive – Creative, interactive design NXC – OPEN RELIABLE – System integrator

The NXC Group

Solutions – NXC–OPEN RELIABLE

• Corporate web (eZ)– News, Company presentation, eCommerce

• Intranet/Extranet portals (eZ, Liferay, Alfresco)– Internal news, wikis, blogs– Group/Role based with Singel-Sign-On– Activity calendars

• Document management (Alfresco/Nuxeo/KnowledgeTree)– Advanced workflows– Project spaces– File/Document repository– Records Management– Case Management

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Solutions – NXC Interactive

• eZ social media platform– Multi Channel Marketing (Web, Facebook, Twitter,

Mobile etc.)• eZ Mobile Content Engine

– Mobile APPS – (iPhone, Blackberry, Android)– Games (Unity, Flash)

• Campaigns (banners, sites etc)• 3D modeling /Flash development

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Business model

Enterprise subscribtions

• Your online business is backed by the vendors and NXC:– Get a peace of mind with SLA – Focus on content and features – Instantly enlarge technical team – Fixed response time to any issue– Legal defense

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References

Elections – Before and after OBAMA

What did Obama do ?• Used the web and social

media to the full extent• “Every action makes a

different”– 6 million activist volunteered,

50% of them had never voted before

• Gave them the online tools to efficiently campaign for him

• Systematically build database of potential voters

• Used all the social medias– Facebook, Youtube, Myspace

etc.

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Results – OBAMA campaign• Email

– 13 million voters received 7000 different email, total 1 000 000 000 email

• Donations– 3 million voters gave 6,5 million

times, total USD 30 mill• Social networks

– 5 million friends on 15 different platforms, 3 mill on facebook

• Website– 8,5 mill visitors pr. month, 2 mill

profiles, 400 000 blogs

• Groups– 35 000 groups used the site to

organize 200 000 “offline” meetings• Video - Youtube

– 2000 official videos • 80 mill views, • 135 000 subscribers

– 442 000 unofficial videos• Mobil

– 3 mill registered SMS receivers– They got from 5 to 20 SMS pr.

month– Total: 200 mill SMS

• Telephone– 3 million personal phone calls

during the 4 last days of the campaign

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OBAMA – GOD or GENIUS ?

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NEITHER,

• OBAMA just had the courage to use the tools that had been there for many years – Social medias/networks all based on old

academic theories• Social networks

– “The strenght of weak ties, Granovetter (1973)– “A set of measures of centrality based on betweenness,

Freeman (1977)• Marketing

– “Word of Mouth” – Strongest, but most expensive way of marketing (before the internet age)

• He put them together into the best marketing campaign in history !

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Case studyLabour Party in Norway

• Federal election, September 2009

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Goals for the campaign

• Engage - both our own people and the voters• “Grass root” - reaching all• “Up-to-date”- take on the relevant issues, be

flexible• Clear - straightforward, easy to understand• Talk about our politics – don’t talk about the

others• Consistently - Work equally well in all channels

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The team• “The desk”

– 7 persons working with web and social media from 08:30 to 23:30 every day

– Specialists in writing, TV-production, photo and new medias• NXC – involved since 2007

– System development (web, facebook, mobile)– Integration between the platforms– Donation modul– E Learning– Splash site

• APT– Webdesign

• Origo– “My labour party”

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The solution• eZ publish 4.1

– eZ find – search enging– User rights /siteacesses

• All cantons/communes have their own site, but all are part of one centralized solution, sharing content

– Apedia – Online encyclopedia for the political program– Twitter integration– Blog pages– Web TV – Party´s own TV channel– Venamail – newsletters

• Powerful newsletter tools– Modern webdesign, using the new design tools like AJAX and Javascripts

• Social media integrations– Facebook App– Youtube– Flickr– My Labour Party

• Community site, connecting you with other members/voters in your local community

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SOME EXAMPLES

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H i, w hat is

important for you ?

ENGAGE

What is important for you ?Write your statement

Result:

17 000 Statements

SOCIAL MEDIA

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Birth of web 2.0. – Social media

• Cultural shift from passive surfers to active content creators who want to share– Surf (mid-90s)– Search (2000-05)– Subscribe/publish (2006->)

• Shift from push marketing to mix of push/pull

• Two-way customer dialogues• Easy, inexpensive technology to

create/distribute content

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Online Word-of-mouth

• Word-of-mouth valued as best source of information– 93% vs. 67% in 1977

• Twice the value of advertising and editorial content

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What is Facebook?

Social Media Network 300 million users, increasing quickly People use Facebook everyday to keep up

with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.

Its free

Possibilities

Advertising Custom applications Access to existing user

database Engage Mobile integration Games

Social medias

Results - Social Media

• 45 000 “friends” of the prime minster on facebook– Daily updated with the latest news in the

campaign– The friends discuss, and share information

about the campaign and important happenings

• 250 active “twitters” promoting the party daily on Twitter.

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NEWSLETTERS

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Help us win the election!

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Sent out

300 000 email

to

25 000 voters

ONLINE ADVERTISMENTPay for action, not views !!

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Quick facts

• 92% of all journalists uses internet to search for new articles to write

• 66% of all trafic to sites is generated through search engines

• 80% - Google market share

Look for quality, not quantity

• GOAL: Generate traffic to your site

• Payed ads only through Google Adwords

• Banners in Googles content network (text, banners, videos)

• Youtube-Ads

• Viral marketing effects

• Facebook Ads

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Find what people is interested in:

Act based on the trends:

We keep you up-to-date…

B uild trus t:“We handle

the pandemia”- Relevant

articles, interviews

etc.

Some “success” criteria

• Be well organized• Manage the balance offline vs. online• Focus on voters at home and 1. time

voters• Organize facts and opinions through the

social medias

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Facts from the campaign

• Arbeiderpartiet.no– 310 000 people have visited the site. – 500 000 people have “met” the party online

• “Important for you”– More then 17 000 contributions

• Google Adwords– 13 mill unique views, 57 000 clicks

• E-mail and SMS– Sent 300 000 email, to 25 000 people – 100 000 SMS to member and campaign workers

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Results of the election

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Result – 4 more years in power !!

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SOCIAL MEDIAS IN YOUR BUSINESS

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Benefits to collect

• Gain insight into the customer• Increase user engagement• Lead generation tools• Build brand visibility and loyalty• Promote products and services• Increase web traffic• Reduce service costs• “Pin-point” your marketing• Innovate quicker, cheaper and better

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Example: Customer Community

• Use social networking tools to provide customers with company and customer-generated information

• Benefits– Increase customer interaction touch points– Builds brand loyalty and trust– Increase frequency and length of visits– Market research– Product feedback– Reduce pre-sales costs and sales cycle

• Use with multiple technologies

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Examples - eGoverment

• Web + Facebook– Take advantage of the user access database– News/event feed, directly to the inhabitants

facebook account– Feedback from the inhabitants– Local engagement through local community

pages• Next generation Facebook

– Use the user management system in facebook to offer online services

• Payments• Online forms

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Examples – Consumer goods• 1 to 1 communication with you customers

– “Fan sites” – people who likes your brand• Facebook + web• Feedback• Discussions• Give them news and product/event updates• Get the positive viral effects

• Luxury goods– “Exclusive owners clubs”

• Show your new watch to your friends on facebook• Discuss with other owners• Watch maker can communicate 1 to 1 with owners of the watches

• Next generation facebook apps – build online shops inside facebook

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“Right now, your customers are writing about your products and services on blogs and recutting you’re your commercials on YouTube.”

“They´re defining you on Wikipedia and ganging up on you in social

networking sites like Facebook.”

“These are all elements of a social phenomenon that has created a permanent, long lasting shift in the way the world works. “

Don't see this as a treat – adapt and evolve, and build a successful business!

Final quote…

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MORE INFORMATION ?

Contact info:Yngve TvedtGroup CEONXC – OPEN RELIABLEEmail: yngve@nxc.ch

24.08.09