Delivered in a guest lecture session for Bina Nusantara University students through its' e-learning platform Binus Online Learning.

1. Web2.0 and Social Network
for Enterprise
Guest Lecture for Bina Nusantara University
powered by Binus Online Learning
Goutama Bachtiar
Technology Advisor and Consultant
www.linkedin.com/in/goutama October 11th, 2013

2. Introduction

3. Presenter Profile
 15 years of working experience: 12 years in Training
and Education, 6 years in consulting, software
development, project management and network
administration
 VP - Head of Information Technology at Roligio Group
 Advisor at Global Innovations and Technology
Platform
 Subject Matter Expert & Editorial Journal Reviewer at
ISACA International Chapter
 Program Evaluator at Project Management Institute
 Columnist and contributor at ZDNet Asia, e27.co,
Forbes Indonesia, The Jakarta Post, DetikINET and
InfoKomputer among others

4. Today’s Session
• Web2.0 Applications and Categories
• Web2.0 and Social Network
nowadays
• Web2.0 and Social Network for
Enterprise
• In-House vs Outsourced
• Social Media Measurement as KPI

5. Web 2.0 Applications and Categories

6. • Web2.0 itself (or Web 2)
Popularized in 2004 by Tim O’Reilly, 1.5 year
attained 9.5+ million citations in Google
Meaningless "marketing buzzword" vs "new
conventional wisdom” (?)
• Let’s put it in the simplest way:
WWW 2nd generation focusing on people
collaboration and sharing online information
Static HTML is no longer there
Dynamic Web pages with more organized and Web
App served to users
Those Early Days

7. Web 2.0 itself

8. Web 2.0 VS Web 1.0
• Web2.0 itself (Web 2)

9. In Reality
• Technical spec remains the
same, but the way web pages
made and used that changes
• Examples: social network site,
blog, wiki, photo and video
sharing site, folksonomy,
hosted services and mash-up

10. Web 2.0 Consists of
• Rich Internet Application (RIA)
Experience from desktop to browser both graphical
and usability point of view (Ajax and Flash)
• Web-oriented Architecture (WOA)
Apps expose their functionality to other apps for
capitalization and integration (feeds, RSS and mash-
ups)
• Social Web
Interact more with end user as an integral and key
part within the platform (social network, media)

12. What Web2.0 Site Should Have (SLATES)
Search
Finding information through keyword search
Links
Connects information together
Authoring
Content creation for collaboration (wikis, blogs)
Tags
One-word categorization to facilitate searching
Extensions
Enables Web as app platform and document server: Adobe
Reader, Adobe Flash player, ActiveX, Quick Time
Signals
Use of syndication tech (RSS) to notify users of content
changes

13. Web2.0 Usage
• Blogging
• Curating with RSS
• Podcasting
• Social bookmarking
• Social networking
• Tagging
• Web content voting

15. Web2.0 and Social Network Nowadays
• Utilized more for education perusal particularly
higher educational institution
• Teachers and students have opportunity to share
what they learn with peers
• Through blog, wiki, podcast, and other web tools
for classrooms that education shall be
collaboratively constructed
• More and more B2B companies and public
sectors jumping into bandwagon leveraging blog
for educating users and content marketing

16. Web2.0 and Social Network Nowadays
(cont’d)
Figures
• More than 1 billion Facebookers
• Nearly 300 million Twitterers
• Over than 500 million Plussers
• 250 million LinkedIn members
• 200 million Instagrammers
• 300 million Xina Weibo Users
• 500 million RenRen members
• 4+ million Kaskusers (ID have 45m Fbers, 30m
Twitterers)

17. Web2.0 and Social Network Nowadays
(cont’d)
Fun Facts
• Dell have CSMO (Chief Social Media Officer)
reported directly to the CEO
• 500+ of Dell employees involved in Social Media as
urged
• New York Twitter account have just celebrated their
4th anniversary
• NYC M. Bloomberg is the world’s most frequently
checked-in major
• Bandung Maicih promotes their product only
through social media

18. Web2.0 and Social Network Nowadays
(cont’d)
Fun Facts
• GE’s Jeffrey Immelt finally lands on Twitter
• Telkom capitalize FB to strengthen relationship
between employees
• PLN utilize social media as one of customer service
tools
• By average Asian holds four social media accounts
while Westerners with 1.4
• Asian prefer to read news than blog - the other way
for Westerners
• Man and Woman Ratio for G+ is 7:3 while Pinterest
books for 2:8

19. How about Web3.0?

20. • "The computer is generating new
information", rather than humans ~ Conrad
Wolfram
• New and innovative Web 2.0 services with a
profitable business model ~ CNN Money's
Jessi Hempel
• Enable autonomous agents to perform some
tasks for user.
• Search engines will no longer gear towards
our keywords, but it will gear towards the
user

21. Web2.0 and Social Network for Enterprise

22. Marketing
• Collaborate with consumers on product
development, service enhancement and
promotion
• Improve collaboration with business partners
and consumers through Wiki
• List answers to FAQ on product
• Utilize online community for consumers to
network among themselves on particular topics

23. Communication
• Communication between employees
• Communication to users, consumers,
customers
• Communication to suppliers, vendors,
partners, distributors, dealers, retailers,
principals
• Communication to investor and government
• Communication to other stakeholders

24. Critical Success Factors
• Goal and Objective
• Ownership: Function, Entity, Department, PIC?
• Responsibility, Accountability, Consult, Inform
• In-house vs Outsource
• Strategy, Policy, Procedure, Program
• Organizational Structure, or Task-Force
• Social Media Officer, Strategist, Supervisor,
Manager, Director-level?
• Return-On-Investment (ROI)

25. Techniques and Management

26. COMPANY BLOG

27. • What we will blog for?
• Decide on engine (i.e.
WordPress, TypePad,
Blogspot, Drupal,
Joomla)
• Host by our own versus
third-party (hosting
provider or platform
provider)
• Choose hosting or third
party provider
Things to Consider

28. • Pick up our preferable
theme and layout
• Enable necessary apps
and elements
• Set alert on our own and
everyone comment
• Monitor and check
control panel regularly
• Keep sharing spirit alive!
Things to Consider (cont’d)

29. • Be authentic
• Be transparent
• Get inside our readers' minds
• Solicit feedback
• Don't be offensive or put
ourselves in big public risks
• Citing others then we’ll get quoted
• Always check internal link
• Accommodate guest post (feature
column, expert) and ghostwriter
• Promote in social media or
network
Mastering Blog Techniques

30. • Always try to explore the possibility to link with
our previous post
• And don’t forget to do it with other sites too
• Title of our article must be SEO-friendly
• Watch out on file naming prior to uploading
picture or any other files
• Our writing ORIGINALITY really matters , as a
basis for search engine ranks the site
• NEVER try to twist or re-write content from
other posts
Search Engine Optimization

31. • Put credit whenever quoting other blogs, and
sourced link
• Give credentials when using files which are not our
own, respect Intellectual Properties and to avoid
possibly legal matters
• Define major beats in our blog
• Create categories and use them effectively
• Be relevant and wise in defining and utilizing tag
• Identify popular keyword and optimize it for future
posts
Search Engine Optimization (cont’d)

33. • Tons of apps and tools out
there. TweetDeck,
HootSuite, and
SproutSocial are three
among others
• Twitter only provides web
for simply tweeting
activities and open its API
• Third party utilizes API to
offer necessary apps and
tools
How to Manage and Monitor

34. • It is important to manage
several accounts own by an
entity, department,
organization, institution or
corporation
• Slightly important for more
than two accounts hold by
same person
• Embrace Twitter Lists and
Columns to classify and
monitor similar accounts
How to Manage and Monitor (cont’d)

35. • We could use scheduled tweets, but no tools for
recurring’s due to Twitter policy
• Might need to mute tweets and or accounts for a
while, for some reasons
• Hashtag is column-able too
• Pick-up which services utilized for picture, video
and links
• Set-up the notification (sound, alert, pop-up
window)
• Embrace ‘block’ and report as spam’ wisely
How to Manage and Monitor (cont’d)

36. • Put disclaimer in Twitter bio such as “Official
account of #CompanyName”, or our tweet hours
• Prepare “token” to attain traction and engagement
• Analyze our Twitter account end-to-end periodically
• Have other parties helping us (our employee,
partner, customer, buzzer, agency or others)
• Always be 3I (informative, interesting, insightful)
• Promote it wherever possible
• At the very least, follow back our followers
Mastering Twitter Techniques

37. WRAPPING-UP FACEBOOK

38. • Pretty similar content characteristics like in
other social networks
• But Facebook is network of FRIENDS, either
meet in-person or online. You decide! 
• Therefore, more personal life posts are
frequently found in this respective network
• Tag our friends in post, conversation, and photo
properly and wisely
• Form a group to accommodate similar interests
• Might decide to allow post exposed in our
timeline
Be Mindful of…

39. • Traction and engagement measured through
▫ Comment
▫ Share
▫ “Like”
▫ Fan Page
▫ Subscriber
▫ “Talking This”
▫ Check-Ins
• Fake and spammer accounts are always there
• Tools: SproutSocial, HootSuite, TweetDeck and
many more
Understanding Measurement Metrics

40. • Put everything about company page in place such as
mission, vision, core business, products or services
offered, contact details in Company Page profile
• Analyze our Facebook account end-to-end
periodically especially the conversation, feedback,
both complaint and compliment in particular and
take necessary action
• Let other parties helping us (employee, partner,
customer, agency or others)
• Always be 3I (informative, interesting, insightful)
• Promote it wherever possible
Mastering Facebook Techniques

41. Photoblogging with Instagram
Credit:VentureBeat

42. • Utilize proper hash tag so our pictures will be
easily found
• Not only proper, but also popular hash tag
• Check for popular hash tag all over the web and
pick that suit
• Whenever needed and possible, optimize the
number of maximum hashtag, which is 30
• Beautiful and meaningful pictures are always
everyone’s fave.
Attaining Traction

43. • Unfiltered photo usually
gets more “Likes”
• Align filter
implementation with
photo theme
• Cross-post to wherever
possible (Flickr, Tmblr,
Facebook and Twitter)
(Credit: Gigaom)
Attaining Traction (cont’d)

44. • Learn basic
photography
(composition, angel,
lighting, etc)
• Identify spammer by
observing his/her
account
(Credit: businessinsider.com)
Attaining Traction (cont’d)

45. • Again, reply comment
if we feel it’s
necessary
• Be honest. State the
gear for picture
taking e.g. prosumer
camera, digicam,
DLSR, or others
• One always like to
engage with truthful
member
Getting the Engagement

46. • Like blog, do “photo
walking” regularly
• Like pictures and
leave stand-amongst-
the-crowd comment
• Promote it at
Instacanv.as and
Instagram Photo
Gallery
(Credit: Forbes)
Getting the Engagement (cont’d)

47. Optimizing YouTube

48. • Create quality and
compelling video
• Publish using SEO
best practices
• Engage with
community, inside
and outside the
world’s second biggest
search engine
Things to Do

49. • Make sure tags are relevant with content
• The more tags the merrier. Just don’t abuse it
• Spread tags out among our clips
• Use adjectives. Folks are browsing and use
adjectives to find what they want to view
• Utilize some category descriptor tags
• Match our title and description with our most
important tags. Basic SEM practice applies
• Don’t use natural language phrases and waste
tag space on words like “and” or “to”
Things to Do (cont’d)

50. • Different media, different content
• Content is KING, Traction is QUEEN, Engagement is ACE
• Be CONSISTENT in creating username for any (type) of
social media accounts, to be easily remembered. Can’t get
it? Try to claim for it
• Be thoughtful PRIOR to posting as Search Engines crawl
almost everything, including our content
• KISS Metrics engagement surveys: 1-4 Tweets per hour, 0.5
Facebook posts per day, and best CTR (click thru rate) in
midweek and weekend
• Make sure to maintain business authenticity if outsourced
Mastering its Techniques in General

51. In-House vs Outsourced (cont’d)

52. • In-House Considerations
▫ No one knows our business as well
as we do
▫ No one as passionate serving our
customers as we are
▫ We have knowledge, competence
and resource to manage
▫ Company Size versus Core Business
▫ Too risky to outsource our brand's
reputation and image
▫ Newly created account is easy
to handle
In-House vs Outsourced

53. In-House vs Outsourced (cont’d)
• Outsourced
– Do we know social media more than it's popularity
and consumers?
– Do we have tools and manpower to manage in-house?
– If yes, anyone with marketing experience, preferably
digital marketing?
– Hire a part-time social media crew instead of
outsourcing?
– Do we trust outside entity to represent and promote
our services and brand?
– Do we have time to learn and understand social media
basics so we aren’t blindly handing over the reins?

54. • The third party should:
▫ Understand our business model, customers,
marketing strategy, and target market
▫ Passionate about company mission and vision
▫ Tour our business and meet our employees
▫ Become experts on our products
▫ LOVE our business and want it to succeed as
badly as we do
Deciding to Outsource

55. • What pieces to outsource:
▫ Facebook, Twitter, and others
▫ Content creation
▫ Statistics/Reporting on social media sites
▫ Campaign Management for promos or launches
• How much does it cost?
▫ Social Media Assistants/Virtual Assistants hourly
rate
▫ By average, SME will need 15-30 hours per month,
or more, to see returns
▫ Social Media management tools
▫ Or All-in costs from agency
If Outsourcing Then?

56. • In low-level such examples are:
▫ Fan base growth: Hitting 1,000 fans or
followers over a set period of time
▫ Customer acquisition: Getting 50 redemptions
per campaign on social media offers
▫ Support of direct marketing: Adding 200
names to your e-mail database per month
▫ Engagement: Achieving 20% participation by
your fan base (e.g. Facebook "likes" and
comments)
▫ Does it give “Leads” or “Sales”?
Social Network Measurements as KPI

57. High-Level Example

58. Reach Me
• E-mail: gb@roligiogroup.com
• Profile: www.linkedin.com/in/goutama
• Presentation:
www.slideshare.net/goudotmobi
• Web: www.about.me/goudotmobi
• Twitter: @goudotmobi

59. Thank You!