Notes from Sean O’Driscoll’s Webinar on Social Media and Communities hosted by SAP Salon

Social Map by Sean O'Driscoll

(Above Graphic: Sean’s suggests that word of mouth will travel through networks at different speeds, and with different accuracy depending on the network. He lists many attributes that will impact the speed of sharing)

Sean O’Driscoll, who did a fantastic job, who has extensive experience managing the Microsoft MVP program has struck out on his own and has launched his own consulting shop Community Group Therapy.

SAP Salon: Social Media and Online Communities

Key highlights:

  • To be an effective community professional, you need to walk the talk and use the tools
  • Google is not a search engine, it’s a reputation tracker
  • Sean scored high on search engine results for Microsoft Support after a bad story was on
  • Admits there are many buzzwords, yet many forget to look at the bigger picture
  • Rather than focusing on the Techcrunch/Scoble “Shiny Diamond” to develop a social media strategy
  • The 5 P’s of Social Media: People, Places, Process, Platform, Patterns
  • Process is potentially the most important P –but often overlooked
  • There are more smarter people about your product outside of your company
  • It’s good and horrible news that it’s easy to publish. Many fractures due to lack of strategy.
  • Google is the enemy of brand loyalty, if I can find the answer to a question not on your corporate property
  • Most advocates and influencers are not
    helping to help a brand, they are helping other users.
  • “Pay it forward” a good model and metaphor how a community works
  • Participation:
  • Impacts to busienss: Customer Service and Support, Sales and Marketing, Innovation and Product Development
  • You can’t own the message and the audience is going to change it on their own
  • Word of Mouth has been a key driver why people buy what they buy, now with access to information through social tools greatly impacts this
  • Engagement is about brand inclusion, making sure people have their voiced involved
  • We’ve all seen ugly babies but never had one. We’ve strong attraction to our own products. Uses a MS open source as a case study
  • Beta is not early enough to get your community involved
  • If you want raving fans, get affinity, talks about Harley Davidson
  • Influencer Framework in Web 1.0: Envision and develop, test and release, and sell and support
  • Suggests that social aspect of employees were only in sell and support aspect, not other areas
  • Sean had an executive champion, Steve Ballmer
  • Social graph: as a business strategy we should think about it as
  • For some reason, webex auto-showed webcams (powerbook users?) which was a potential major hazard for those who did not know they were being streamed at their desk. This needs to be fixed, could be a major embarrassment for folks.

    Also the chat room in the webex client was very active, I saw Kevin Marks, Marita, Pistachio and others chiming away. The organizer said this chat room was the one of the most active they’ve ever seen. Twitter was a big recruiter.

    There are several graphics that I could not effectively blog to text, I’ll link to the slides if they are published.

    When I live blog webinars or conferences (even doing screen grabs), not only does it help everyone else, but it helps me to get smarter. Writing really helps to cement knowledge to actionable work.

    Thanks Sean and thanks SAP for hosting this!

    Tagged SAP Salon

    • Wow ! Jeremiah cool and fast

    • It was fun to follow this presentation with the live audio, and with the WebEx chat and Twitter chatter going on. And Jeremiah submitted his post while Sean was still answering questions. Amazing multimedia performance.

    • Sean had a great focus up-front — that social media is about business transformation. The way to understand this is to talk about the value delivered to business through social media (eg accelerating speed to market, improving customer acquisition and retention etc).

      He also looked at the notion of the “day job”. While your job may be to do with “community”, the value that you drive to your business is what is important … perhaps it is improving customer acquisition, driving product innovation etc. It helps frame the question around value and ROI, not simply roles.

    • Thanks for providing this for those of us who couldn’t be there! Great discussion.

    • Thanks for the immediacy of this post, along with the 5 p’s I liked the inclusion of purpose and participation as outcomes. As an “older” adult, I find the coordination of all these mediums simultaneously a bit daunting but fascinating none the less. “Saw” you chatting in the webex, twittering and you posted your blog as event concluded. Scary

    • What a great online event, fun and informative. Now it should be easy for all us us to connecting the dots between viral marketing, social networking and online reputation 😉

    • thanks…this is so cool to see such immediate feedback.


    • Interesting items….lots to digest and evaluate here.

    • Thank you for sharing Sean’s wealth of information! There are many great points there!!

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    • I’m happy that someone (Sean at SAP) posted a graphic such as this that highlights key elements of social network analysis, i.e. density, proximity, reach, etc. I think it’s important to remember what we are actually talking about when we mention the “social graph”.

      Jeremiah, I look forward to meeting you at GSP with the mad hatter himself, DMC!

      Discolsure: SAP is a client of Burson-Marsteller.

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    • This is so interested! Where can I find more like this?