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

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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

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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.
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Social Media. Definition

• A social structure in which technology puts power
  in communities and user generated content, not
  institutions.

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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?
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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.

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Building Active Communities. Audit - InTouch
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Building Active Communities. Audit Go!Messenger
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Building Active Communities. Audit BB Anywhere
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Building Active Communities. Audit Chrysalis
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Building Active Communities. Audit BT TradeSpace
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Building Active Communities. Audit BT PodShow
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Building Active Communities. Audit BT Digital
Vault
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Building Active Communities. Audit BT Vision
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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.
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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

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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

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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

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Social Profile. Our consumers and prospects
Our targets
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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
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Social Profile. Our consumers and prospects in UK
BT offering
??
??
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Social Profile. Our consumers and prospects in UK
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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

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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
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Objective - SWOT analysis.
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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

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Strategy.

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

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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.

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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

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Explaining the Impact of Twitter and Friendfeed
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In the beginning, there were social networks
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and blogs
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List of social applications loadable into a
Friendfeed profile
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(No Transcript)
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(No Transcript)
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(No Transcript)
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Why would I care about this?
??
Its called microblogging
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(No Transcript)
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(No Transcript)
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Why the Twitter rush?
(140 characters max)
Just fill in the text box
Easier than blogging!
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Why the Twitter rush?
Time efficient
(140 characters max)
Just fill in the text box
Easier than blogging!
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Why the Twitter rush?
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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
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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
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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 
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Why the Friendfeed rush?
Convenient
Eliminates need to check each social media
application for updates
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Why the Friendfeed rush?
Convenient
Friendfeed functions like Twitter and
conversations can be parsed into Rooms
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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
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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
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If you dont have a blog, Friendfeed constructs
your online presence automatically
Social media Aggregation
Micro-Blogging
Bookmarking
Social networks
Reviews
Specialized Social networks
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So how can we leverage the twitter and Friendfeed
concept to develop our strategy and attain our
objective?
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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.
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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
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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
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Strategy. Example of strategy applied to BT
intouch horizontal
I decide to import stuff from services I am
already a member of
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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
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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
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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
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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
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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
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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

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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
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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

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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
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Strategy. Example of the strategy applied to BT
Tradespace
or from my profile page, or
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Strategy. Example of the strategy applied to BT
Tradespace
or from my account page.
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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
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Strategy. Example of the strategy applied to BT
Tradespace
See next slide for an extended list of services
in BT and Outside of
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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
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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
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Strategy. Example of the strategy applied to BT
Tradespace
This is my activities On my tradespace Profile. I
t can also appears on
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Strategy. Example of the strategy applied to BT
Tradespace
This is my activities On my tradespace page
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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

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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
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Conclusions
Business needs to network
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Conclusions
Conclusions
Business needs to network
Advice Join social media one-at-a-time and dont
worry about active participation. It will come
naturally.
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Conclusions
Business needs to network
BT Lifestyle smooth the online networking process
SO CREATE YOUR ONLINE PRESENCE NOW
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Strategy. Conclusion
Attention
Conversation
Engagement
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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

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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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