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Driving Results from Enterprise Community

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Where great digital experiences begin…http://www.acquia.com/

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Our Speakers

Caty Kobe is the Director of Community for Get Satisfaction, primarily responsible for community and customer support strategy. By day she spends a lot of time evangelizing the business of community, teaching CM tips and tricks to new customers, and leading an awesome community team. @catykobe

Derek Peplau is director of solutions product marketing at Acquia. He has worked for 15+ years building and marketing collaboration, community and social technologies at the likes of Cisco-WebEx, Kantar Media and Mzinga. @peplau

Devin Redmond is the Co-Founder & CEO of Nexgate - an innovative social media brand protection & compliance company. As a seasoned security executive & product leader with over 16 years of experience in public & private companies, Devin is passionate about leveraging technology to address the security, measurement, & management challenges organizations face in cloud, mobile, & social environments. @DevinHRed

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books. @pauldunay

Define your rules and commit to them.

Keep the feedback loop in motion.

Make it easy for members to care & share.

Know your Super Users.

Case Study: Daimler

Challenges:• Needed to be able to better understand an

easy and cost-effective way to recognize new trends with their target group for their Mercedes-Benz brand of compact cars

Drupal Solution:

• Group participation including Computer Aided Web Interviewing (CAWI) questionnaires, hosted chats, an interactive forum, and creativity contests.

Social Research

Results:

• Allowed users to score their advertising campaigns, resulting in over 2,000 user rating

• Now have the whole toolbox of quantitative market research at their fingertips.

• Generated over 7,000 comments on 300 topics

• Received the “Best Study 2011” award from the Federal Association of German Market and Social Researchers

The Importance of Moderating Bad Content

‘Negative’ vs. ‘Bad’ Content

Wastes community manager time

Skews your metrics (if you count that in your engagement and fan numbers then…)

Runs counter to the whole purpose of creating meaningful engagement and it alienates your important audience

Bad content is spam, racism, hate, abuse, malware including text and links, and it’s not ‘OK’

What you can do

Add a policy to your account Clearly articulate rules for your account

It has precedent (US Act 230, ASB requirement, and more)

Enforce that Policy Be Consistent & help community managers with

clear rules and tools

Use technology to save time and resources while improving the coverage and protection for your followers

Create & Publish Your ACUP Articulate what you will and

will not allow

Make a pact with your followers to provide a safe social community

Driving Results from Enterprise Community

 

Caty KobeDirector of CommunityAugust 20, 2013

@CatyKobe | @GetSatisfaction | @SocialMedia2Day

Fun Fact: On average, customers will tell 15 people about good experiences, and 24 people about bad experiences. (Source: http://amex.co/UfNc6X)

Negativity can be prevented by:– Answering questions completely

– Closing the loop on outstanding issues

– Having authentic and transparent conversations with your members

Have a plan for managing negativity in place at the launch of your community

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Common Issue: Negativity

@CatyKobe | @GetSatisfaction | @SocialMedia2Day

Set appropriate expectations for a response– Post it on the homepage

– Include information in email notifications

Get organized!– Tag the content so it can be easily found

– Feature top content to improve discoverability

Use your platform’s tools– Archive content that isn’t useful for multiple people

– Merge duplicate content

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Common Issue: Content Tsunami

@CatyKobe | @GetSatisfaction | @SocialMedia2Day

Tone & sentiment!– Are community members generally positive?

– What language are they using?

Activity– Find balance between content quality and quantity

– Create an “Engagement Scale”

Nature of engagement– How many members are coming back repeatedly?

– Are community members readily engaging with one another, or just with your team?

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Signs of a Healthy Community

Join us for our next webinar…

#smtlive

27Aug

http://socialmediatoday.com/social-enterprise-webinar

The 21st Century Social Enterprise, Starring You: Building a Modern Personal Brand

Liked our webinar? Join us IN PERSON

We're super excited about our first-ever conference, The Social Shake-Up...and that's due in no small part to the fact that we can't wait to meet

our SMT community (that's you!) face to face. Join us in Atlanta as we bring together major thought leaders, many of our bloggers, and

community members to find out what they are doing and how it can impact your business.

http://socialmediatoday.com/event

#socialshakeup

@CatyKobe | @GetSatisfaction | @SocialMedia2Day

What do your customer want from participating in your community?– Not sure? Ask them.

Define the value you can (& will) actually offer.

Structure your community so that both your company, and your customers, get value from the participation.– You want good UGC, they want to improve their personal brand.

Feature the best posts in your community & collateral each week.

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Providing Value to Customers

@CatyKobe | @GetSatisfaction | @SocialMedia2Day

Understand where you need help– Feature requests? Pre-sales questions?

Secure stakeholder buy-in– Ideally before the launch of the community

– Show the value they will get by participating

Set a process– Work with the stakeholder & other team members

Measure & adjust as necessary

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Roles & Responsibilities