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Title: Building Active Communities Enhancing our consumers online experience leveraging social media


1
Building Active Communities Enhancing our
consumers online experience leveraging social
media
  • Vincent Sider
  • BT Retail, SCP - LifeStyle

2
Online Communities. Definition
  • An online community is a group of people that
    share something in common and primarily interact
    via communication media such as newsletters,
    telephone, email or instant messages rather than
    face to face, for social, professional,
    educational or other purposes

3
Online Communities. Benefits
  • The greatest value of online communities is
  • increase word-of-mouth (35)
  • increase brand awareness (28)
  • bring new ideas into the organization faster
    (24)
  • increase customer loyalty (24)

The 2008 Tribalization of Business study was
conducted by Beeline Labs, Deloitte and the
Society for New Communications Research.
4
Online Communities. What contributes most to
Effectiveness
  • Ability for community members to connect with
    other like-minded people 54
  • Ability for members to help others 43
  • The community is focused around a hot topic or
    issue 41
  • Quality of the community manager/community
    management team 33

The 2008 Tribalization of Business study was
conducted by Beeline Labs, Deloitte and the
Society for New Communications Research.
5
Social Media. Definition
  • A social structure in which technology puts power
    in communities and user generated content, not
    institutions.

6
Social Media. Fundamentals
These technologies have seen a rapid adoption
But BT consumers online services do not fully
take advantage of these opportunities yet. Why?
7
Building Active Communities. Eight Emerging Best
Practices
  • Start with the end in mind Start with a
    business strategy, defining carefully what you
    want to accomplish through the community.
    Invest most in the area that services your key
    business objective. Be clear about the purpose
    of the community.
  • Focus on the value to the members Make sure you
    deliver real, special, unique, obvious value to
    the core group youre hoping to attract. Build
    the community around existing passion groups.
    The core of the community needs to be of high
    value or interest to people, a focus worth
    contributing to. Get insight into what
    motivates members to join the community we found
    a different motivation than we hypothesized.
  • Dont start with the technology Too often
    people get drunk with web 2.0 tool excitement and
    then try to push their business and customer
    goals into the wrong tool.
  • Keep it simple and intuitive Focus on the least
    common denominator first. Keep it easy to
    navigate with simple tools to use. People are
    busy they need information in brief,
    easy-to-scan bits they can quickly choose what is
    interesting to them and go right to it.
  • Keep it fresh and active Keep activity levels
    up, constantly add new content. Think of how to
    create events - what can you do to excite
    people and get them to share in the community.
    Update regularly, find topics for discussion.
    Content is king.
  • Have dynamic community leaders Make sure you
    devote enough time to managing the community
    letting it fester is worse than not having it in
    the first place. Participate but do not try to
    control. The community belongs to the people, not
    you.
  • Think through who to involve - or not Get
    commitment from top management and communicate,
    communicate, communicate. Get Legal and PR to
    buy-in and help on design, but keep them out of
    active management.
  • Get a passionate core of participants active
    before launching Make sure you have a committed
    core of passionate users before you launch. You
    must have a critical number of high-quality
    participants to get the momentum going. Beta
    test and seed before launch.

8
Building Active Communities. Audit - InTouch
9
Building Active Communities. Audit Go!Messenger
10
Building Active Communities. Audit BB Anywhere
11
Building Active Communities. Audit Chrysalis
12
Building Active Communities. Audit BT TradeSpace
13
Building Active Communities. Audit BT PodShow
14
Building Active Communities. Audit BT Digital
Vault
15
Building Active Communities. Audit BT Vision
16
Building Active Communities. Audit In Summary
1- We do not focus on the value to the members
We do not deliver real, special, unique,
obvious value to the core group were hoping to
attract. Build the community around existing
passion groups. The core of the community needs
to be of high value or interest to people, a
focus worth contributing to. Get insight into
what motivates members to join the community we
found a different motivation than we
hypothesized. 2- We do not keep it fresh and
active We do not Keep activity levels up,
constantly add new content. Think of how to
create events - what can you do to excite
people and get them to share in the community.
Update regularly, find topics for discussion.
Content is king. Product managers lack an
understanding of which factors drive the adoption
of a new Social media What motivates a user to
create a blog, join a social network, or publish
a video on YouTube? 3- Inexperience with what
works, when, and where. Product managers dont
yet have enough experience to know which
technologies and approaches work for different
marketing goals and audiences. 4- Inexperience
in building communities 5- Difficulty to
communicate a vision 6- Critical Mass of users
not achieved with our BT communities
Go!Messenger, Softphone, BBTalk, BT contact,
Digital Vault. 7- Just when weve mastered the
technologies, something new comes along. A
companys online services strategy needs to be
flexible enough to incorporate these innovations
or be able to decide quickly that these
bleeding edge ideas can safely be ignored for the
time being.
17
Building Active Communities. Audit
Recommendations
  • WHAT WE DO OK and need to ENHANCE ( get at least
    4 green )
  • BT Trade Space
  • BB Anywhere
  • WHAT WE HAVE TO DO BETTER
  • Chrysalis
  • Go!Messenger
  • BT Vision
  • Digital Vault
  • BT PodShow

18
The solution. Vision
  • Rather than pursue an online services strategy in
    silos and based on fashion, we need to think
    about how we want to engage with our customers
    and prospects
  • and create content, features, and functionality
    that enhance their online services experience as
    well as bring it all together

19
The process.
  • First, examine the Social Profile of our
    consumers and prospects in UK.
  • Second, choose our objective
  • Third, build a strategy
  • Then pick the appropriate technologies to
    implement.
  • Put monetization plan in place
  • Put success metrics in place
  • Communicate the benefits

20
Social Profile. Our consumers and prospects
Our targets
21
Social Profile. Our consumers and prospects
Spectators. This group of blog readers, video
viewers, and podcast listeners, which represents
33 of the adult online population, is important
as the audience for the social content made by
everyone else. As a group, Spectators are
slightly more likely to be women and have the
lowest household income of all the Social groups.
The most common activity for Spectators is
reading blogs, with only a small overlap with
users who watch peer-generated video on sites
like YouTube (see Figure 5-2). Critics. These
online consumers participate in either of two
ways commenting on blogs or posting ratings and
reviews on sites like Amazon.com. This level of
participation isnt nearly as intense as being a
Creator Critics pick and choose where they want
to offer their expertise and often use another
blog post or product as the foundation for their
contribution. Critics represent 19 of all adult
online consumers and on average are several years
older than Creators. Two-thirds of them post
ratings and reviews, but only 22 comment on
blogs and rate/review Web site content (see
Figure 4-2). Four out of 10 Critics are Creators
as well.3
22
Social Profile. Our consumers and prospects in UK
BT offering
??
??
23
Social Profile. Our consumers and prospects in UK
24
Social Profile. Summary of Findings
  • Our customers and prospects target are mostly
    spectators ( 41 of
  • online population ) and critics ( 21 of online
    population )
  • They are using social network, user generated
    content services
  • and ranking/ratings services
  • They are looking for reading and commenting about
    things and
  • about their friends and family.
  • As we do not know which activity they would
    prefer to undertake,
  • the simplest solution is to let them decide which
    one they want to focus
  • their attention on , preferably BT products but
    not only.
  • This is known as the FPC model Follow Producer
    Consumer Model

25
Objective. Which choices do we have ?
  • Talking ?
  • Use social media to spread messages about our
    company
  • Energizing ?
  • Find your most enthusiastic customers and use
    social technologies to
  • Supercharge the power of their word of mouth.
    This works well for retail companies, which can
  • ratings and reviews from some customers to
    influence
  • Supporting ?
  • Set up social tools like forums and wikis to help
    your customers support each other. Supporting
  • can save costs, as in the support forums run by
    companies like Dell and
  • Embracing ?
  • Integrate your customers into the way your
    business works, including using their help to
    design
  • your products and improve your processes.
  • Enhancing ?
  • Improve our customer online experience using
    social media in order to create conversations and
    capture more eyeball by growing active online
    communities and monetize traffic

Our objective
26
Objective - SWOT analysis.
27
Objective. Why enhance our existing services
leveraging social media?
  • Because
  • This what our consumers and prospects are asking
    for
  • Consumers love social media and social taps into
    the human need to express oneself and share
    experiences.
  • Even though we have propositions trying to
    leverage social media momentum, we are not
    legitimate in that space and we are doing it
    wrong
  • We need to leverage what we already have produced
    and spend money for by spending as less money as
    possible
  • We can not be 100 sure which proposition will
    make a hit, so we must have adopt a strategy to
    try new services at a fast pace

28
Strategy.
  • Foreword
  • Proposition BT Lifestyle
  • How will we accomplish the objective
  • What can we do more
  • Barriers to the strategy
  • Technology

29
Strategy. Foreword
  • We are not recommending to pursue a complete
  • switch from a strategy focused on interpersonal
  • communication to one that is entirely focused on
  • communities and social media
  • We think a healthy balance between the two
  • types of offering is to be defined to create
    different
  • mixes of the two for different geographies and
    age
  • groups.

30
Strategy. Proposition- BT Lifestyle
WHAT ARE MY FRIENDS AND FAMILY DOING TODAY ?
  • Our consumers and prospects engage in multiple
    online activities, within BT and outside of BT.
  • By doing so, they generate a lot of opportunities
    to engage into conversation with their friends
    and family
  • We have at our disposal a unique opportunity to
    capture our consumers attention by allowing them
    to share with their friends and family what they
    are doing online within BT and Outside of BT
    without overloading with information
  • To understand how to do it, lets have a look at
    Twitter and Friendfeed successes and how we can
    leverage them

31
Explaining the Impact of Twitter and Friendfeed
32
In the beginning, there were social networks
33
and blogs
34
List of social applications loadable into a
Friendfeed profile
35
(No Transcript)
36
(No Transcript)
37
(No Transcript)
38
Why would I care about this?
??
Its called microblogging
39
(No Transcript)
40
(No Transcript)
41
Why the Twitter rush?
(140 characters max)
Just fill in the text box
Easier than blogging!
42
Why the Twitter rush?
Time efficient
(140 characters max)
Just fill in the text box
Easier than blogging!
43
Why the Twitter rush?
44
Twitter fills the conversational void in social
media
Social networks grow faster
It is better to think of Twitter as a
café. People keep coming, conversations are
perpetually on, someone leaves, and someone else
joins in. You chat with your friends and
acquaintances regularly and every so often you
also meet one of their friends. You join into
their conversations and make new friends in the
process… Rajesh Lalwani, Hindustan Times
There are more intimate conversations being held
on this next-generation chat room, and its
filled with early adopters and those who are
trying to reach them. Jeremiah Owyang, Forrester
Research Web Strategist
45
You need more than one-sentence Tweets to fully
describe and market yourself
Blog
But it works best if youre referenceable in the
Social Media
46
?
Micro-Blogging
Bookmarking
Social networks
Reviews
Specialized Social networks
47
Friendfeed tries to be the universal social media
application
Friendfeed is this years Twitter says Techcrunch
Specialized Social networks
Friendfeed aggregates everything one does on
disparate social media applications and presents
that activity as a  lifestream 
48
Why the Friendfeed rush?
Convenient
Eliminates need to check each social media
application for updates
49
Why the Friendfeed rush?
Convenient
Friendfeed functions like Twitter and
conversations can be parsed into Rooms
50
Friendfeed establishes a new personal
transparency paradigm
You learn a lot about someone from their blog
posts, Tweets and recommendations
Its being called a lifestream
51
Friendfeed establishes a new kind of Real Time
Resume
Normal resumes, website biographies and LinkedIn
profiles are static by comparison… they are 1.0
You are what you do online
52
If you dont have a blog, Friendfeed constructs
your online presence automatically
Social media Aggregation
Micro-Blogging
Bookmarking
Social networks
Reviews
Specialized Social networks
53
So how can we leverage the twitter and Friendfeed
concept to develop our strategy and attain our
objective?
54
Strategy. Proposition- BT Lifestyle in a
nutshell
These communities are just examples, they are a
lot more out there
Retrieve feeds
Aggregate feeds
BT lifestyle
Manage feeds and contacts consumer
Manage feeds and contacts business
Follow your friends and family on these services
BT Total Broadband Anywhere
55
Strategy. Proposition BT Lifestyle
STREAM YOUR ACTIVITIES!
BT Lifestyle enables you to keep up-to-date on
the web pages, photos, videos and music that your
friends and family are using and sharing. It
offers a unique way to discover and discuss
information among friends and family. Sign up,
invite some friends and family, and get a
customized feed made up of the content that your
friends shared on From news articles to
family photos to interesting links and videos. BT
lifestyle automatically imports shared stuff from
sites across the web, so if your friend favorites
a video on YouTube, you get a link and a
thumbnail of the video in your feed. And if your
friend likes a news story on Digg, you get a link
in your feed. BT lifestyle makes all the sites
you already use a little more social.
                                                  
                                                  
                                                  
               Its also fast and easy to start
discussions around shared items. On BT Lifestyle,
you and your friends contribute to a shared
stream of information information that you care
about, because it's from the people that you care
about. You don't need to install anything to use
BT Lifestyle. You just need to tell us when you
register to our services, if you agree to share
your activities with your friend and family
BT Total Broadband Anywhere
You can pay attention to whomever you wish and
receive value in return. Your attention has
WORTH. You can see exactly how your attention is
being used. You can DECIDE who you trust.
56
Strategy. Proposition- BT Lifestyle How it works
  • When you sign up to any of our service we propose
    you to share the activity on that services with
    your friends and family
  • When you sign up to In touch, we propose you to
    share non BT services activity with your friends
    and family
  • Publish your attention data to create
    conversations , from BT services and non BT
    Services
  • What you read
  • Non BT services
  • Write
  • BT services
  • Non BT Services
  • Share
  • BT Services
  • Non BT services
  • Consume
  • BT services
  • Non BT services
  • Subscribe to your friends and family attention
    data

BT Total Broadband Anywhere
57
Strategy. Example of strategy applied to BT
intouch horizontal
After login, I decide to share something with my
friends and family. They will be notified on any
BT services thay are a member of
BT Total Broadband Anywhere
58
Strategy. Example of strategy applied to BT
intouch horizontal
I decide to import stuff from services I am
already a member of
59
Strategy. Example of strategy applied to BT
intouch horizontal
See next slide for an extended list of services
in BT and Outside of
60
Strategy. Extended list of activities
OUTSIDE OF BT
INSIDE OF BT
Photos
Video
Blogging
Comments
Status
Bookmarking
BT Total Broadband Anywhere
Books and Goods
Miscellaneous
News
Music
The probability that our customers have activity
online, out of BT, is very high
61
Strategy. Example of strategy applied to BT
intouch horizontal
In that case I have decided to import my youtube
activity. Everytime I will Upload a video on
youtube, my friends and family will be notified
62
Strategy. Example of strategy applied to BT
intouch horizontal
This is the list of all the services I have
agreed to share with my friends and family
63
Strategy. Example of strategy applied to BT
intouch horizontal
This is people I follow, I can communicate with
them using BT capabilities . I can also
give rankings and recommendations
64
Strategy. Example of strategy applied to BT
intouch horizontal
This is my activities and what my friends and
family can follow on
BT Total Broadband Anywhere
65
Strategy. Example of the strategy applied to BT
Intouch - vertical
InTouch Game Community
  • A community for GAMERS on ALL platforms
  • Talk to your buddies on Go!Messenger
  • Share Blogs, Photos and Achievements
  • Create a GROUP, TEAM and GUILD with your friends
  • Talk about and review your favourite games
  • Get Notified about whats happening in your
    communities through lifestyle

Features
  • Post and Update your ranking
  • Write your blog
  • Upload your pictures
  • Add friends
  • Start a team
  • Start a group

66
Strategy. Example of the strategy applied to BT
Intouch - vertical
EXAMPLE of community strategy applied to InTouch
Gaming
SONY PSP COMMUNITY
SN
Lifestyle feeds
Widget in Social Network
67
Strategy. Example of the strategy applied to BT
Tradespace
  • Develop a Relevant Network
  • Invite your physical network to your tradespace
  • Promote community groups and locals to follow
    your activities thanks to BT Lifestyle
  • Enrich your personal profile for followers
  • Enrich your business profile for followers

68
Strategy. Example of the strategy applied to BT
Tradespace
After creating my tradespace, I decide to share
my activities with my followers, directly from my
tradespace page or …
69
Strategy. Example of the strategy applied to BT
Tradespace
…or from my profile page, or …
70
Strategy. Example of the strategy applied to BT
Tradespace
…or from my account page.
71
Strategy. Example of the strategy applied to BT
Tradespace
I decide to import stuff from services I am
already a member of and where I have activities
that may be of interest for customers
72
Strategy. Example of the strategy applied to BT
Tradespace
See next slide for an extended list of services
in BT and Outside of
73
Strategy. Example of the strategy applied to BT
Tradespace
OUTSIDE OF BT
INSIDE OF BT
Photos
Video
Blogging
Comments
Status
Bookmarking
BT Total Broadband Anywhere
Books and Goods
Miscellaneous
News
Music
The probability that our customers have activity
online, out of BT, is very high
74
Strategy. Example of the strategy applied to BT
Tradespace
In that case I have decided to import my youtube
activity. Everytime I will Upload a video on
youtube, my followers will be notified. Since I
am in the real Estate business, this is handy..
75
Strategy. Example of the strategy applied to BT
Tradespace
This is the list of all the services I have
agreed to share with my followers
76
Strategy. Example of the strategy applied to BT
Tradespace
This is my activities On my tradespace Profile. I
t can also appears on
77
Strategy. Example of the strategy applied to BT
Tradespace
This is my activities On my tradespace page
78
Strategy. Example of the strategy applied to BT
Tradespace
  • Activities you could share daily
  • Real time market conditions - i.e. inventory,
    surprise multiple offer situations
  • Reference timely local real estate articles
  • Upload pictures with Twitpic
  • Live Twitter real estate events - tours, open
    houses, parties

79
Strategy. Example of the strategy applied to BT
Tradespace
Micro-blogging is being adopted by mass media
If youre Twittering on your real estate markets,
your local online publisher will eventually
follow your reports and broadcast them to their
readership
80
Conclusions
Business needs to network
81
Conclusions
Conclusions
Business needs to network
Advice Join social media one-at-a-time and dont
worry about active participation. It will come
naturally.
82
Conclusions
Business needs to network
BT Lifestyle smooth the online networking process
SO CREATE YOUR ONLINE PRESENCE NOW
83
Strategy. Conclusion
Attention
Conversation
Engagement
84
Strategy. How will we accomplish the objective
  • NPAB alignment and mapping of user name with
    residential phone line
  • Presence enriched address Book and web IM across
    services ( leveraging Ribbit in the process )
  • Follow Producer Consumer architecture

85
Strategy. NPAB Alignment and mapping of user name
with services
  • This comes down to the detail - after the address
    book migration, nPAB will contain the BT.com user
    ID (this is an identifier, not what people here
    would refer to as the BT.com user ID, which is a
    username, e.g. 222011323 vs podderko), to allow
    queries using that criteria (instead of the nPAB
    member ID), whether by BT.com, In Touch or any
    other app. nPAB would never store that username
    as it can be changed in the BT.com credential
    store (a database) that supports SiteMinder, and
    would be updated via any "change username"
    journey.
  • So in order to resolve a telephone number to a
    BT.com username (BT One ID), the following needs
    to be in place
  • BT.com user IDs in nPAB - will happen as a
    result of the address book migration.
  • Need to be able to query BT.com usernames by
    passing a user ID - it is unlikely that BT.com
    would allow external services like In Touch or
    nPAB to query their DB directly, and I am not
    aware of any service that is currently exposed
    and allows us to do this. But I will ask and
    confirm.
  • OBJECTIVE asking the home phone number during
    registration to check whether your friends and
    families ( in your address book ) are already
    members of that service ( or other BT internet
    services ) and follow their activity

86
Strategy. Presence Enriched Address book and web
IM for all BT Products

NEED INPUTS FROM MATT JONES
87
Strategy. FPC model Follow Producer
Consumer Model
API
Service Description Data Consumer Poll for new
data the moment it exists Data Producer enable
distribution of notification through aggregator
Service notification
DATA Producer
DATA Consumer
Protocol Bridge
Consumer Information In different format -Web
Hooks -Comet -XMPP -ATOM
Produce Information In different
format -RSS -Comet -XMPP -ATOM
The API provides notification of activities
(events) occurring in a variety of services and,
whenever possible, a guid that identifies the
activity itself vis a vis the service it was
created on. Activity examples include a user
"tweet" (twitter), a user "dugg" (digg), a user
creating a blog post, etc. There are two primary
roles that API users fall into Publishers and
Subscribers. You may be one, the other, or both
depending on your situation. Publishers push data
into the system Subscribers consume data from
the system Activities are published into
activity streams that are related to a Publisher.
API Subscribers can subscribe to activity streams
as a way to be notified of any activity of
interest. Activity streams come in two flavors
Publishers and Collections. A Publisher is the
stream of all the activities at a particular
service. For example, the "twitter" publisher is
the stream of all public tweets published via
twitter. Each Publisher has a system-wide unique
ID that is used to identify it. Activities may be
retrieved by any Subscriber, but only the
Publisher may add activities to the stream. A
Collection is a stream of activities containing
all the activities performed by one or more user
names, associated with one or more Publishers.
This mechanism allows Subscribers to create
activity streams containing just the activities
from the user names they're interested in. The
Subscriber who creates a Collection, is the only
one who has access to it.  
88
Strategy. How will we accomplish the
objective- FPC model Follow Producer
Consumer Model
DATA PRODUCERS
DATA CONSUMERS
BT Services
Non existing Protocol Bridge
BT Total Broadband Anywhere
Notification of activities from friends and
family you follow and who uses these services
NON BT Services
BT Total Broadband Anywhere
Existing Protocol Bridge
We have to build it
Already available
89
Strategy. What can we do more ?
  • Data Portability
  • To receive private social presence notification
    from your buddies from communties providing data
    portability mechanism
  • This still requires you to sign on to each
    individual service
  • Private Services Federation
  • To receive private presence update from your
    buddies from a list of partner social network
  • To check the status of your buddies without a
    need to sign in to each social network
  • Your buddy can also receive your presence in
    their social network

90
Strategy. Data Portability with Facebook connect
  • Facebook connect is Facebooks first
  • attempt to allow access to Facebook
  • user data outside of
  • Facebook itself.
  • Allow users to connect their Facebook identity,
    friends and privacy to any website.
  • Third party websites will be able to implement
    and offer more features of the Facebook Platform
    off of Facebook the same features available to
    third party applications today on Facebook.
  • To make data portable, Facebook believes its
    about giving users the ability to take their
    identity and friends with them around the Web,
    while being able to trust that their information
    is always up to date and always protected by
    their privacy settings.
  • One of their initial launch partners will be
    Digg.

91
Strategy. Data Portability Yahoo! Open Address
Book
  • Yahoo has released an Address Book API that will
    give 3rd-party developers access Yahoo users
    contact lists
  • In addition to searching for specific contacts
    and fields and reading their data, developers can
    use it to add contacts and change existing
    records (although to start, only pre-approved
    developers will have the right to make edits).
  • LinkedIn and Plaxo are two launch partners who
    have already implemented the new API and even
    used it publicly over the past several months.
  • Yahoo! says there is no policy in place for
    restricting how long developers can store and use
    the data they pull from the API. But, as with
    many of its developer initiatives, Yahoo reserves
    the right to stop what it deems bad behaviour.

92
Strategy. Private Services Federation
-To receive presence update from your buddies
from a list of partner communities -To check the
status of your buddies without a need to sign in
to each community. -Your buddy can also receive
your presence in their communities
BT Presence Ecosystem
Privacy Management Tools
OPEN PRESENCE HUB Public and private services
federation
Interconnect
Business Communities
Carriers Communities
Social network
IM Communities
GLOBAL Communities
Local
Local
Local
Local
93
Strategy. Barriers and Failure Points
  • Lack of defined objectives.
  • This is the most common source of failure.
    Companies that move forward with social
    strategies in the absence of a clear goal will
    waste lots of effort. If an executive is pushing
    for rapid deployment of a social technology, push
    back insist that the effort cannot move forward
    until youve agreed on a clear objective.
  • Strategic timidity.
  • Unwillingness to assess and address the way
    that social technologies change customer
    relationships dooms many a project. Companies
    that go only half way to letting go of control,
    primarily because of internal political battles,
    are most likely to suffer from this problem. By
    recruiting a strong executive champion to back
    your efforts, you can make sure your company
    doesnt fall into this strategic trap.
  • Flawed technology implementation.
  • The best laid plans can go awry when you pick
    the wrong technology or implement it poorly.
    Because technologies change so quickly, marketers
    should plan on quick, simple, and staged
    deployments that provide flexibility. Select
    technology partners that understand your
    objective and strategy rather than those that
    have the fullest checklist of the latest Web 2.0
    technologies. And measure success as yougo along,
    making changes as you see whats working best.

94
Monetization. Traditional telecom revenue streams
  • The efforts telcos put in to stimulating social
    media usage among their subscribers
  • will pay off mainly through indirect revenue
    gains, predominantly increased usage.
  • On the mobile side, this means revenues from SMS,
    MMS, and mobile Web usage
  • SK Telecom gained 43.6 million in extra mobile
    data revenues from mobile
  • Cyworld users, mainly through consumers uploading
    photos.
  • On the fixed side, consumers will require more
    bandwidth to upload or download
  • UGC.
  • Telcos can further use UGC to incentive users to
    upgrade to higher-speed, QoS
  • enabled broadband subscriptions. The revenue
    opportunity is moderate in the short
  • term but will become an important driver in the
    longer term
  • 80 of mobile users interested in mobile services
    would be more likely to chat to contacts if they
    could see their Presence information ( colibria
    report April 2008 1000 british Respondents )
  • 43 of those surveyed admitted that they would
    update their Presence information on their mobile
    every day, with 17 updating a few times a day
    and 5 constantly updating throughout the day.

95
Monetization. GCTO Telco 2.0 Analysis
  • Our communities have value to the online
    services industry
  • Channel for marketing contacts
  • With profile information to target these contacts
  • With trust to enable transactions

96
Monetization. GCTO Telco 2.0 Analysis Current
Value chain ( uk 07-08 )
Web2.0 players will offer communications
services, attracting users to their channel,
disrupting subscription revenues
Service users
Internet
(2.8b)
(13.9b)
(9.6b)
ISPs
Mobile
Fixed voice
IPTV
Messaging, ring tones
web2.0 revenue opportunity for online service
providers is significant and fast growing, driven
by growth of consumer eCommerce and its
effectiveness as a marketing channel (targeted,
interactive, measurable)
GCTO Telco2.0 summary
97
Revenue will be significantly enhanced by
presenting a unified view of the user community
scale, standards, richer profiling
Monetization. GCTO Telco 2.0 Opportunity
Service users
Brand owners
  • The users get
  • Managed web security/privacy
  • Reduced/more relevant marketing
  • Access to long tail of content
  • Content-enriched presence
  • Rich contact management
  • Enhanced messaging (e.g twitter)

Free services
Internet
Web2.0 services based on communications
ISPs
Mobile
Fixed voice
IPTV
Messaging, ring tones
Brand owners get Marketing channels IPTV,
contact manager/tablet Rich profile/presence
targeting Behavioural, location, contextual,
demographic Content delivery/revenue share IPTV,
ring-tones
GCTO Telco2.0 summary
98
Measurement. Mix of Hard and Soft Measures and
disconnects
  • The top qualitative measures
  • Greater awareness 49
  • Number of new ideas from the community 41
  • More referrals 28
  • Increased sales attributable to the community
    26
  • The top quantitative measures
  • Number of visitors 63
  • Number of active users 58
  • Number of followers per user 57
  • How often people post/comment 57
  • Number of registered users 49
  • How often people visit 45

99
  • BACK UP

100
Strategy. Rationale
  • Consolidate our social media efforts bringing
    it all together
  • We have launched social initiatives across our
    fixed and mobile networks. But within our company
    , our products may take different approaches. We
    need to look at how we can pull these efforts
    together.
  • For example, give online storage for mobile data
    (like address books, photos, and text messages) a
    social spin by providing links to social media
    sites.
  • Track and aggregate innovative startupsservices
  • We will find it difficult to compete with the
    thousands of startups trying to build social
    media communities. We should work for providing
    an aggregation mechanism into our services from
    new startups offering and grab a revenue share
    when something works as well as pulling the
    plug quickly, with little lost, when something
    fails.

101
Strategy. Why bringing it all together?
  • Because
  • if we can have a consistent strategy across our
    products, the consumer experience will be the
    best on the market
  • it will save cost, using the same platform
  • it will enable us to have a strong monetization
    proposal based on advertising
  • it will help us achieve critical mass faster on
    our products
  • Our products will benefit from network effects

102
Example of Enhancing strategies
103
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