Andy Steggles President & Chief Social Strategist Higher Logic What CEO’s Need to Know DRIVE INNOVATION USING MOBILE, SOCIAL AND THE CLOUD   We’ve all heard of the cloud, but what exactly is “the cloud” and more importantly, how can it be leveraged within your organization? Join this educational session to learn how to use the power of mobile, social technology, and cloud computing in a way that is both beneficial to your membership and attractive to future members. Listen to users’ stories that discuss the implementation course – the successes, the challenges and the lessons learned.  Take a decisive look at the future of mobile and be ready to take action for your organization. If you’re exploring ways to evolve traditional technology, this fast-paced session is for you! Learning objectives: 1.       Gain knowledge about cloud technology and terminology. 2.       Recognize the different interpretations of cloud technologies. 3.       Identify and prioritize opportunities for cost effective cloud solutions. 4.       See real examples of mobile and social technology integration to the cloud. Andy Steggles President & Chief Social Strategist Higher Logic

WELCOME! Andy Steggles President & Chief Social Strategist Higher Logic http://www.higherlogic.com/andysteggles

About Higher Logic Founded in 2007 50 Full Time Employees 400+ Corporate Clients/Organizations 50,000 Websites 200,000 Communities 15 Million Users 30 to 40 Million emails Per Month Global (over 50 countries) Core Focus Areas: Associations, Non-Profits, Alumni Groups, User Groups

Agenda Personal vs. Business Social The Social Quadrants Social Examples The Cloud Mobile

SPEED OF TECHNOLOGY ADOPTION In 1895 William Marconi invented the first radio. Little did he know, 38 years later it would have 50 million adopters.

THE EVOLUTION OF PERSONAL SOCIAL NETWORKING Before thinking of how social networks could impact the business, think about the evolution we’ve all just been through from a personal perspective. THE EVOLUTION OF PERSONAL SOCIAL NETWORKING

EVOLUTION OF PERSONAL SOCIAL NETWORKING How did we used to connect, back in the day? (pre-social technologies) Pop aorund the neighbors for a cup of tea Chat with the lady across the road Meet new friends shopping, at work, the pub or at Bingo! Quantitative Result: Approx. 20 Level 1 Friends Approx. 70 Level 2 Friends (friends of friends) Approx. 0 Level 3 Friends (friends of friends of friends) Is this Typical of How it Was? Level of Quality?

BUSINESS SOCIAL NETWORKING

Social “Reach” Comparison BUSINESS PERSONAL

PUBLIC SOCIAL NETWORKS Inbound marketing… vs. outbound marketing Rule of 80% of things customers want vs. 20% which is sales

Don’t post anything you don’t want the world to see… Social Governance Social Media Policy Organizational Brand Cohesive Strategy Mission and Vision Focused Don’t post anything you don’t want the world to see…

SOCIAL CRM Public Social Media goes into your CRM Better insight into clients WebLink as a SF automation tool Customer Support Combine examples Example: Dynamics CRM is a Sales automation tool You have a prospect and have identified the prospect and decision makers When you pull up their record in Dynamics CRM, you can immediately see their: Tweets (what they care about) Who they know (may help with the sale – existing customers etc) Their interests (don’t be a stalker) Social CRM for Customer Support --if someone tweets your company name or support hashtag i.e. #hlsupport or even your company name, it should create a case in their name --talking about your product or service --could be complaining (detractors) or complementing (supporters) Combine Examples: A tweeter who is an existing customer has a huge klout/reach and a lot of influence. Would you treat them differently? Detailed Notes: Social CRM is the concept that public social media data can be integrated into your CRM so that you can see much more information about your clients and prospects.   Let me give you a simple example. Let's say you use your Dynamics CRM as a salesforce automation tool. You are working your way into a big prospect and you have a few contacts within the organization that you've identified as key decision makers. If your CRM has this social functionality, you could look at their record and see: - What they are tweeting about - I.e., what they care about - Who they are connected to on LinkedIn that could help you make the sale - maybe they are connected to one or more of your existing customers who you could call upon to help influence the sale. - What they are interested in or what they did last weekend. It might help you break the ice or get them to like/trust you more if you have the same interests for example. Obviously you want to take care with this one so as not to appear creepy. The list goes on but you get the idea. The more you know about your contact, the better the interaction with them can be. The concept of Social CRM also applies if you use your CRM for customer support. For example, you can monitor your twitter name, like @higherlogic, or your hash tags, like #hlsupport, to keep up with what people are saying about your company online. Each tweet can become a case that is routed to someone to deal with it. Some of these tweets might be calls for help. Some customers just like to talk to you via twitter. So they will ask you a question using your twitter handle and expect a response. Or maybe they are complaining or commenting on your company or product. You want to make sure that gets assigned to the right person to handle so that you can turn it around if a complaint or properly acknowledge it if a comment. Now suppose you combine these two examples and you see a tweet from someone commenting on your company. You look in your CRM and see that they are an existing customer. You see that they spend a lot of money with you every year. You look further at their online social profile and see that they have 5,000 twitter followers, 500+ linked in users, and have a very popular blog that is related to your product or industry . This is someone you would consider and "influencer" and you would want to make sure they were not just satisfied but DELIGHTED with your company. There is so much readily available information in the social universe that you can use to sell product or support customers. You just have to filter it to get what you need. Social CRM functionality does that and it puts the information right into your primary system - your CRM.

SOCIAL SOFTWARE IN THE WORKPLACE Note:…according to McKinsey, two Thirds of the $900bn to $1.3tn can come from improved collaboration within and across the enterprise Note: 28 hours each week is what a knowledge worker spends writing emails, searching for information and collaborating internally. Examples: Team Formation/Sharing Group calendaring Project Coordination within a Business Unit Global Collaboration Event Collaboration/ Broadcast meeting from the CEO… ability to provide a private back-channel Rich user profiles (discover more about peers, professionally and personally) Shared virtual work spaces Activity Feeds/User Alerts

EXTERNALLY FACING SOCIAL SOFTWARE Examples: Software User Groups Crowdsourced R&D and Product Development Idea Storms Software Vendors Franchises Associations … wherever there are a group of people with a common interest who have a passion Core Elements: Rich consumer profiles Security (roles and access control) Discussion forums Blogs Resource sharing Integration Analytics Wikis Idea management Privacy Controls Other players: Higher Logic (member based communities, software user groups, franchises etc); IBM; Huddle (focus on Project Management, Web/audio conferencing and whiteboarding); Igloo (healthcare and tech sectors); Liferay; Lithium (focus on telecom, retail, hospitality and gaming); Microsoft (SharePoint); Mzinga (focuses on media/advertising, publishing, insurance and banking); OpenText (financial services, government, utilities, media and healthcare); Telligent.

SOCIAL BUSINESS Public vs. Private Intranet vs. Extranet Breakfast series – all employees to attend – strong turnout – breakfast and then a 45 min discussion plus 20 mins for questions… focus on “how to get comfortable with doing this” – give example of Micro-Volunteer Opportunities – don’t talk about “volunteer/volunteerism” talk about engagement and engaging members.   --Dominick proposed 2 key messages to be made… importance of employee social media guidelines… importance of organizational brand cohesion and strong governance for social media. --anything you say on social media is public… do not write anything you don’t want published… make sure in their profiles that the views are their own – especially if you mention you are the staff of the CMA. --The professional is quite constrained due to guidelines. Keep in mind what the org is and how it works… physicians are very constrained. What are the best practices with other orgs in the US (medical) and the use of social to enhance member retention. They do have an intranet which is a safe place for staff to dabble. --Engagement are around product services and potential opportunities around a demographic of old people. --Emphasize semantics

Private Social Examples

Goal: Improved Blended Learning Attendee Experience

Goal: #1 Expanded Value for Their Webinars

Webinar Community Success Metrics

Goal: Chapter Support and Branding / Centralized Event Management

Goal: International Growth

Goal: International Growth

Greater Value Success Metrics (after 1 month)

Goal: Address Demographic Imbalance

Goal: Expand Volunteer Participation

Goal: ASAE Improve Listservs

Success Metrics 60% Increase of Listserv Activity

Goal: Advocacy Goal: Advocacy

Goal: Improve Industry Awareness

Success Metrics Open vs. Closed (or Hybrid)

Goals: Member Recognition

MEASURING AND RECOGNIZING Recognition…

Next Generation Speaker Bureau Expand Micro-Volunteer System Other Goals Next Generation Speaker Bureau Expand Micro-Volunteer System (re. airline rewards system) Publishing… Journals?

The CLOUD Software as a Service (SaaS) – Examples: 8x8.com (phone), Sherweb.com (email), Higherlogic.com (community platform and web hosting) vs. Avaya (which you need your own PBX for) or an in-house exchange server for email or customizing your own hosted version of Share Point for your online community. Storage as a Service (STaaS) – box.net, dropbox.com vs. Windows or Unix on- premise File Servers Infrastructure as a Service (IaaS) – IBM, Rackspace, Amazon vs. EMC, symantec, 3Par Desktop as a Service (DaaS) – virtualization of desktops so they can work on tablets and any device with centralized maintenance etc. Platform as a Service (PaaS) - http://en.wikipedia.org/wiki/Platform_as_a_service Network as a Service (NaaS) - http://en.wikipedia.org/wiki/Network_as_a_service

RESULT: Smarter IT Purchasing Evolution of the Cloud 2008 – THE PERFECT TRIFECTA The Economy Tanked Mobile and Social Took Off The Cloud Emerged RESULT: Smarter IT Purchasing IT Purchasers differentiated between “must have” and “nice to have” and embraced a “just enough” mentality vs. trying to cater for everyone and everything. 2008 was a milestone for the consumption model. The economy tanked, while mobile took off (the iphone) and the cloud emerged. Technology leaders were getting smarter about the value proposition of their traditional technology and as a result, many started to simplify and pushed back on requests for complexity by settling for “just enough” and a fraction of the otherwise massive capital cost. When Amazon extended its cloud offering in 2008 by providing a next generation set of web services for any company to consume, it was a total game changer – it just took a while for many companies to realize it.

PROBLEMS WITH THE TRADITIONAL TECHNOLOGY MODEL High Implementation Costs Extreme Complexity Frustrated Users High Maintenance and Customization Costs Poor end-user adoption Difficult to measure ROI Even if a company uses an “open source” (free) software, the implementation costs can be much more than if buying an off the shelf system.

AMAZON (RE)INVENTED CLOUD COMPUTING Title: Example Evolution of IT Architecture   The following are the different models which companies have gone through with respect to IT B2B purchasing: In-House Hosted Servers In-House Virtualization of Servers Hosted Virtual Servers (private cloud) Hybrid Private Cloud & SaaS Consumption Model Services SaaS Consumption Model Only The graphic represent an hypothetical example of the above and how the change in architecture has affected the operational expense for each. For example, the original In-House Hosted Server and Software model would perhaps cost $1m in “Annual Operational Expenditure” and it would gradually work its way down to the “SaaS Consumption Model” which would be just $100k “Annual Operational Expenditure.

CAPITAL INVESTMENTS (Traditional Model) CRM/AMS: $500k Phone System: $50k Email and Anti-Spam Server: $10k Backup Server, Tape Drive etc.: $10k Web Server: $10k Accounting System: $10k Switch/Router & Firewall: $10k Depreciation Period: 3 to 7 years Total Capital Investment Expenditure: $600k

ANNUAL OPERATIONAL EXPENSES (Traditional Model) CRM/AMS: $80k license Switch/Router & Firewall: $2k Phone System: $10k license Depreciation Write-Off: $150k Email and Anti-Spam: $2k 1 * Network Admin: $70k Backup Server, Tape Drive: $2k 1 * Programmer: $100k Web server: $2k Consulting/Customization: $100k Accounting system: $2k TOTAL ANNUAL OPERATION EXPENSE: $520K

COMPARABLE CLOUD MODEL Capital Investments: $0 Annual Operational Expenses: CRM/AMS: $50k Phone System: $10k Email and Anti-Spam Server: $6k File Sharing/Backup: $2k Web Server: $6k Accounting System: $10k Member Community/Extranet: $18k 0.5 * FTE (Cloud Admin): $35k Misc. Consulting: $20k Total Annual Cost: $157k

Traditional vs. Cloud

Cloud Opportunities Do More With Less Beware of Detractors Be Careful of Requirements vs. Flexibility Evolve your IT Dept Today’s IT Director is Tomorrow’s Cloud Broker Challenge ANY IT Hardware Purchase Call Andy to hear of Cloud Alternatives

MOBILE

Native Apps, Responsive or Adaptive Design Mobile Strategy Native Apps, Responsive or Adaptive Design

Summary Social Business is the Future Expect Workplace Disruption Leverage the Cloud Reduce Capital Purchases Beware of Detractors Always think “Mobile”

President & Chief Social Strategist Higher Logic andy@higherlogic.com ANDY STEGGLES President & Chief Social Strategist Higher Logic andy@higherlogic.com

THINK TANK How can in-person and online networking converge using mobile as the enabler?

Motivation & Culture Shamification Semantics Culture (completeness) Wiki vs. Glossary Directory vs. Network Culture (completeness)

Most Common Mistakes Over Segmentation Too much complexity How Will Members Utilize? (re. Mentor Roll out) Lack of Auto-Subscription Most common mistakes when launching: 1. Complexity (too much, too soon i.e. trying to launch everything in one go) 2. Over segmentation (each community needs to be nurtured/launched - can't do too many at once) 3. Lack of thought re. "how will they actually use it?" i.e. rolling out a mentoring program to everyone vs. just the mentors initially. 4. Lack of auto-subscription Discussion Groups - Open vs. Closed Blogs - Staff Only vs. Members Only Directory - Find a Member vs. Find an Expert