Social media, demystified

Social Media, Demystified

Mike Rowland, President

February 14, 2012

Keys to Organizational

Success in Social Media

Goals and Objectives for your efforts must be clear and shared by

the organization

Organizational structure

Focus on meeting member/visitor needs

– B2B vs B2C

Recognize more than just your top members for their efforts

– Formalize a program based upon behavior not volume

Remember the keys to drive your project

– Content

– Outreach

– Internal Selling

Measure what is important to the organization

– Don’t confuse traffic with value

2 ©2012 JTS Online Holdings Inc. dba Impact Interactions.

All Rights Reserved.

Focus on Goals First…

What will audience gain from their perspective by joining and participating in your project?

What will your company gain by offering to interact with your audience from a business perspective?

Sample Goals:

– Awareness: Educate market about new product through social promotions

– Trial: Increase first time product trial by new consumers using social channels

– Support: Deliver cost effective support solutions to our customers within one business day of engagement

– Marketing: Provide 24/7 interactive access to product/services information to help generate/nurture contacts/leads

– Developer: Build strong external team of members who utilize our code and expertise to extend our product base for their organizations



Then Develop Key

Performance Indicators

DEFINE APPROPRIATE OBJECTIVE PERFORMANCE METRICS, THEN ASSIGN A TARGET TO

REACH DURING A SET PERIOD OF TIME

Traffic

– Growth rate of Twitter Followers, Facebook Fans/Likes, YouTube Views

• Example: 20% growth in Facebook Fans during promotion time frame

• Example: 2,000 views of our new product video on YouTube

Conversion

– Referrals to landing pages from social sites

• Example: Increase traffic from social sites from 4% to 9% during calendar year

– New Registered Members / First Time Visitors

Engagement

– Active Members / Total Unique Visitors

• Example: 40% increase in retweets of our information

• Example: 15% increase in clicks from social content

– Downloads/ Total Registered Members

Value

– Number of customers utilizing social coupon

– Number of contacts added to marketing lists from social campaigns

– Number of discussions rated answered by initial member

– Number of customer organizations represented by community registration data



Organizational Structure

Directly Impacts Success or

Failure



Organizational Structure

The single most important team member for your success is an

Executive Sponsor who understands the power of interactions

(whether they are social media driven or community driven)

– Obtains/defends budget

– High level evangelization

– Executive voice of the project (blog, welcome message, etc.)

Organization follows the goals you are trying to achieve but requires

a few roles to succeed…



The Executive Sponsor

7

Our project will deliver unique opportunities for

our members that reward our company.

Pictures courtesy of AMCTV.com (http://www.amctv.com/shows/mad-men/cast/ )

©2012 JTS Online Holdings Inc. dba Impact Interactions.


http://www.amctv.com/shows/mad-men/cast/



The Content Manager

8

Content is King. Exclusive, targeted

content helps opportunities to grow.







The Social Manager

9

We must gain internal resources

to build our results.







The Analyst

10

We must look beyond basic traffic metrics to

uncover value!







The Technology Manager

11

99.9% uptime folks. That’s what I’m talking

about.







The Facilitator

12







Tactical Approach to

Deliver Strategic Results

Your tactics should deliver the metrics you need to measure and

achieve your KPIs

Tactics include:

– Content focus and placement (type of content, feature to use)

– Content delivery (video, blog, whitepaper, seed posts, etc.)

– Events (online and offline)

– Online/Digital Marketing (Promotion)

– Outreach (MORE PROMOTION!) • Yes, this includes social media, email, newsletters, etc.

– Member recognition (external and internal)



So, you have your goal set up… you

know the audience… you’ve

identified the team and technology.

Now what?



“I know, let’s give away

an iPad!”



Not Unless You Want A

Zombie Audience



The Role of Rewards and

Incentives



Membership Recognition

Programs

Recognition is one of the most powerful tools in social media, yet it is often overlooked

– Don’t rely on out of the box features like stars ratings to recognize your top members Social Media and communities are about relationships, so build them with your members through contact not technology

– Featured members provide visual incentive to newer members to contribute while rewarding your faithful or stronger members

• Early on, at Cisco’s NetPro community we interviewed our top members then posted their responses as blogs in the community

• Now, you can do so much more

Longer term, beware point systems as they provide a disincentive for newer members to contribute

– How does a new member ever catch up to a member with six years of points?

– Instead remove the friction by creating a Hall of Fame or MVP program which de-emphasizes points and rewards the strength of the information provided by members



Cisco Support Community:

Membership Recognition Program

Program must balance needs for recognition of established

members as well as motivate newer members


All Rights Reserved. 19

http://www.cisco.com/web/communities/vip/index.html https://supportforums.cisco.com/community/netpro/top-contributors/hall-of-fame

Technology Comes Second

to Audience Needs



3 C’s - CONTENT



Outreach is Crucial to

Success (And Never Stops)



Internal Selling – A Critical

Component of Adoption



Measurement



Simplify Your

Measurement Categories

Traffic – How many?

– Visitors, Visits, Page views, Referrers, Posts,

Likes, Fans, Followers, Views, Uploads, etc.

Behavior – What did they do? Who are they?

– Page views/Visit, Posts/Visitor, New

Registrations/First Time Visitors, Repeat

Visitors, Subscriptions, % Customers, etc.

Value – What did we gain by using this?

– Revenue, Leads, Lower Support Costs, Brand

Awareness, Purchase Influence, Insight

Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)

This is what Sr.

Management

cares about

This is what Day to

Day Management

should focus upon

This is your base

line information

(counts)



Questions

Here during the conference!

On Twitter - @ImpactInteract

On LinkedIn - www.linkedin.com/in/mikerowland

Blog – Impactinteractions.com/Blog

Phone – +1 312 578 8070



http://www.linkedin.com/in/mikerowland

Business

Social media, demystified