A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09
A Roadmap for Success with Social Media and Community
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Transcript of A Roadmap for Success with Social Media and Community
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Sun Learning eXchange Value Proposition
Gary Lombardo
February, 2009
1Sun Confidential: Internal Only 1
Emerging Technologies:
A Roadmap for Success with Social Media &
Community for Business (Session #10)
Gary Lombardo
Marketing & Social Media Strategy, SLX
Twitter: @garylombardo
Email: [email protected]
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What You Will Walk Away With Today
•A roadmap for successfully building community in your organization•Top emerging social technologies to watch & how to get started with them
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Social Media Community
…but first, what are social media and community?
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Three quarters of US online adults now use social technologies
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Generational Usage Will Shape How We Work
Base: US online consumers
Source: Forrester, NACTAS Q2 2007 North American Social Technographics online survey
NACTAS Q4 2006 Youth online survey
Youth (12-17)
Youth(18-21)
Gen Y (18-26)
Gen X (27-40)
Younger Boomers(41-50)
Older Boomer (51-61) Seniors (62+)
Creators 34% 37% 38% 24% 12% 8% 5%
Critic 24% 37% 41% 30% 22% 15% 13%
Collectors 11% 16% 22% 15% 9% 6% 4%
Joiners 51% 70% 59% 33% 15% 8% 4%
Spectators 49% 59% 63% 55% 46% 39% 30%
Inactives 34% 17% 25% 27% 48% 55% 66%
Percent of each generation in each Social Technographics category
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Social Business = Transformed Business
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So, what should you do?
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Embrace it
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How to Embrace Social Media in Your Business
1. Build a Strategy2. Map Strategy to Social Media
Applications & Technology3. Develop Community Management
Plan4. Measure & Optimize
Roadmap to Success
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Big Mistake!
“Build it and they will come”
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1. Build a Strategy
Goals/Type of Community
Ownership/Roles
Policies/Procedures
Attracting Followers/Membership
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Know Thy Goals!
External Internal
Brand Building
Event Management
Market Research
Product Innovation
Employee Community
Customer Support
Learning Community
Partner Community
Community of Practice
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Dell’s IdeaStorm
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Cohn-Wolfe
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2. Map Strategy to Social Media Apps & Technology
Wikis
Discussion Forums
Social Networks
Microblogging
Virtual Worlds
Video
Audio
PhotosLivecasting
Ratings & Reviews
Productivity apps
Gaming
Mobile
Social Bookmarking
RSS
Calendar
Chat
Polls
Tagging
Recognition & Rewards
Q&A
Blogs
Search
Widgets
Idea Mgmt
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Mapping Social Apps to Community Type
Application Community #1 Community #2 Community #3 Community #4
Blogs • • • •
Discussion Board o • • o
Media (Video, Podcast, Docs)- UGC
• • • •
Wiki • • • o��Polls o�� • • o��Ratings & Reviews o o o o
Live chat o • • o
Social networking (profiles)
o�� • • o��
Idea management o • • o
Q & A Tool o • • o
Calendar o • • o
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1
7Sun Confidential: Internal Only
Picking a Vendor
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Emerging Social Media Technologies to Watch
1. Microblogging2. Social Networks3. Online Video
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Microblogging
• Combination of blogging & text messaging
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Iran Election
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Southwest
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Comcast
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Microblogging- Uses Internally
Sales Support
Event Planning
Project Status
News/Updates
Coordination
Linking Decentralized Teams
Problem Solving
Mentoring
Purely Social
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Three Things You Can Do Today With Microblogging
1. Set up your own Twitter account & start tweeting
2. Set up private microblogging network- private Twitter- Yammer or other site
3. Incorporate microblogging as part of your organization’s larger social media & community strategy
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Social Networks
A social network is the component of an online community focused around an individual’s profile, providing a way to interact socially, professionally to locate expertise & knowledge.
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Cafe Mom
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Booz Allen Hamilton
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Three Things You Can Do Today With Social Networks
1. Get on (and be active) Facebook & LinkedIn
2. Join an existing social networking site focused on a personal or professional interest
3. Incorporate social networks/profiles as part of your organization’s larger social media & community strategy
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Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience.
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Online Video- Different Types
Internet TVConsumer Video Sharing
Social Sites
Enterprise
Video Sharing
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Blendtec
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Sun Learning eXchange (SLX)
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Three Things You Can Do Today With Online Video
1. Subscribe to video channels on your favorite topics, artists or brands
2. Start your own channel (and be active) - on YouTube (or another consumer site)
- on SLX3. Incorporate online video as part of
your organization’s social media & community strategy
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3. Develop a Community Management Plan
Role of Community Manager
Moderation
Content Programming &
Engagement
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7
Enforce
Lead
Respond
Engage
Mediate
Personalize
Evolve
Empower
The Role of the Community Manager
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8
Subject Matter
Expert
Blog Posts
Seeded Discussion
Video
Podcasts
Webinars
Community
Your Company
Pu
blis
h/S
yn
dic
ate
eBooks &
whitepapers
User-Generated
Content drives conversation, which is the real king!
Face-to-face breakfast
meetup
Content Programming & Engagement
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Moderation
•Do you want to moderate or not?• What type of moderation?
–Pre-moderation–Post-moderation
•Who will moderate?–Internal/external–Same or different as community manager
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4. Measure It4. Measure & Optimize
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Community Social Media SEO
Metrics Will Vary
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Keep it Simple & Realistic
Examples…..•Something learned from customers not previously known• The online community led to employees and customers interacting with one another
• New experienced was gained with two way communication & communicating with audiences
• Connections were made with partners and customers not previously reached for product feedback/innovation
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What to Measure Sample Metrics
Activity Pageviews, # of unique visitors, returning visitors, pages per visit, RSS subscriptions, Referring sites, Search engine placement, Blog mentions, Twitter (# of followers, grade), Members, Posts (ideas/threads), tags/ratings/ranks, frequency (comments, posts, etc.), ratios (posts to comments, etc.); sentiment analysis
ROI- Marketing # of leads, # of qualified leads, ratio of leads/qualified leads, cost of lead, time to lead, lead conversion, average new revenue per customer
ROI- Product Development # of new product ideas, % of ideas coming from community, idea to development, revenue/adoption rate of new products from community
….but do get more granular
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Analytics Vendors
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Thank You!
www.slx.com
Demo: www.slx.com/demo
Blog: www.slx.com/video-community-blogGary Lombardo
Marketing & Social Media Strategy, SLX
Twitter: @garylombardo
Email: [email protected]