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19 May 2012
Jumpstart Your Community Efforts
Christian Buckley@buckleyplanet #SPSJHB
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About
Christian Buckley, Director of Product Evangelism at Axceler
• Microsoft MVP for SharePoint Server
• Most recently at Microsoft, part of the Microsoft Managed Services team (now Office365-Dedicated) and then Advertising Operations
• Prior to Microsoft, was a senior consultant, working in the software, supply chain, and grid technology spaces focusing on collaboration
• Co-founded and sold a collaboration software company to Rational Software. At another startup (E2open), helped design, build, and deploy a SharePoint-like collaboration platform (Collaboration Manager), onboarding numerous high-tech manufacturing companies, including Hitachi, Matsushita (Panasonic), and Seagate
• Co-authored ‘Microsoft SharePoint 2010: Creating and Implementing Real-World Projects’ link (MS Press, March 2012) and 3 books on software configuration management.
• Twitter: @buckleyplanet Blog: buckleyplanet.com Email: [email protected]
Get the BookAvailable from Microsoft Press
Order your copy at http://oreil.ly/qC4loT
Tackle 10 common business problems with proven SharePoint solutions
• Set up a help desk solution to track service requests
• Build a modest project management system
• Design a scheduling system to manage resources
• Create a site to support geographically dispersed teams
• Implement a course registration system
• Build a learning center with training classes and resources
• Design a team blog platform to review content
• Create a process to coordinate RFP responses
• Set up a FAQ system to help users find answers quickly
• Implement a cost-effective contact management system
Improving Collaboration since 2007Mission: To enable enterprises to simplify, optimize, and secure their collaborative platforms
– Delivered award-winning administration and migration software since 1994, and for SharePoint since 2007
– Over 2,000 global customers
Dramatically improve the management of SharePoint– Innovative products that improve security, scalability, reliability, “deployability”– Making IT more effective and efficient and lower the total cost of ownership
Focus on solving specific SharePoint problems (Administration & Migration)
– Coach enterprises on SharePoint best practices– Give administrators the most innovative tools available– Anticipate customers’ needs– Deliver best of breed offerings– Stay in lock step with SharePoint development and market trends
Axceler Overview
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
The Evangelist Role
• Product
• Partner
• Community
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Your Role
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Why develop community?
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
• SharePoint is the fastest growing server product in Microsoft history, rivaling the success of MS Office
• The SharePoint partner ecosystem fills the platform gaps, and helps deliver solution ROI
• Many credit the SharePoint community with making SharePoint the success that it is
• Microsoft is looking at ways they can tap into key learning from the SharePoint community, extend it to other product areas
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Why Community Development?
• Proactively drive perceptions
• Visible member of the community
• Thought leadership
• Connect to experts, partners, customers
• Microsoft relationship
• Awareness of the brand and our products
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
The Consumer Decision Journey
Consider & Buy
• Companies overemphasize this phase, allocating more resources to awareness through traditional advertising and encouraging purchase with “retail” promotions
Evaluate & Advocate
• This phase has increasingly become relevant. Marketing investments that help consumers navigate the evaluation process and then spread positive word of mouth are as important as building awareness and driving purchase
Trust
• If a consumer’s bond with a brand is strong enough, they repurchase it without cycling through the earlier decision-journey stages, and influence others in this same decision
HBR 12/2010
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Why Involve End Users?
• Executives• Managers• IT Department• Consultants• Partners• The SharePoint Fairy• End Users will determine the success
of your SharePoint deployment
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Studies show that end user participation in the design and
development of a system dramatically increases the
chance of success
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
What is so hard about developing community?
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Case Study
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How to Jumpstart Community
No registration required http://bit.ly/aiYKWR
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Strategy 1: Events
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
1. Start a company user group
2. Join your local/regional SPUG
3. Join your local/regional technology organizations
4. Attend or help organize a SharePoint Saturday
5. Attend or host a SharePint
6. Attend a regional conference
7. Create your own event
Strategy 1: Events
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
While at these events:• Bring a friend, family member, co-worker• Introduce yourself to someone new, every time• Take notes on what worked, what you would
do differently• Get to know the people who run them, the movers
and shakers within the community• Help out• Provide feedback
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Feedback Mechanis
msI find your lack of faith
in the community disturbing…
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Strategy 2: Social Media
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
“Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one-to-many) into social media dialogues (many-to-many).
It supports the democratization of knowledge and information, transforming people from content consumers into content producers.”
Definitions
Wikipedia.org
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
• Understand your corporate culture before you try to change anything
• Explain what it is you’re trying to do, and get end users onboard
• In addition to executive buy in, you need your end users to buy in
Cultural Battle
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
1. Create a Twitter personal profile
2. Create a Twitter company profile
3. Join a Facebook group
4. Start a Facebook group
5. Join groups on LinkedIn
6. Bookmark the MSDN/TechNet forums, create a profile
7. RSS feeds for your favorite blogs and sites
8. Use Google Analytics
9. Use Hubspot and other tracking tools
10. Utilize social bookmarking on all content
Strategy 2: Social Media
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Social Media is about consistency
Social media visits
Blog subscription growthTwitter follower growth
Blog daily activity / visits
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Strategy 3: Content
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
More than any other activity, content creation drives thought leadership, and is the cornerstone of building community.
The Power of Content
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
1. Create a blog
2. Read and comment on other blogs
3. Create an editorial calendar, write with intent
1. Blogs lead to
2. Articles, which lead to
3. Whitepapers and presentations, which lead to
4. Books, featured content, and other content opportunities
4. Create a metadata strategy
5. Present at a regional event or conference
6. Create content for an aggregator (Squidoo, About)
7. Write an ebook
Strategy 3: Content
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
8. Publish a newsletter
9. Host a webinar
10. Create a podcast
11. Create videos
12. Partner with other authors and experts, cross-market
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Strategy 4: Take Action
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
1. Create a metadata strategy for your intranet
2. Create a user adoption strategy
3. Brand yourself
4. Use free press release services
5. Use free event services (Evite, Lanyard)
6. Create branded bling
7. Hire a publicist
Strategy 4: Take Action
Email Cell Twitter Blog
[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
Define Success
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
• Have success defined up front:o Number of end users participating
o Number of events held
o Articles written
o Views / downloads
• Make it part of your formal commitments
• Communicate your planso Tell people your plans
o Give people visibility as you work
o Tell people what you’ve accomplished
Measuring Success
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[email protected] 425.246.2823 @buckleyplanet http://buckleyplanet.com
1. Bring a friend
2. Get involved
3. Keep learning
The Secret to Community Success