Integrating online community and social media 01.25.11 alt
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Transcript of Integrating online community and social media 01.25.11 alt
Tezza Yujuico, Co-Founder & COO
Integrating Online Community and Social Media
Athena East-Powered Social Media Campaigns & Communities
Athena East, Confidential
The Current Structure
© Athena East, Confidential
1. Community & Social are often in silos- run by different groups
2. Managers have to deal with “Boil the ocean” directives
3. Do you sometimes feel like:
When you should have:
Building the right program
© Athena East, Confidential
Choose and pilot programs to see what best supports your community objectives
Define your goalsConsider existing efforts: think about initiatives or teams you have to support, measure, enhance“Bang for your buck”Is it buildable?Is it scalable?Is it repeatable?
Goal: Build a community of “pragmatic technologists” for Intel via Twitter and Facebook.
Athena East: Post and moderate content across Twitter, Facebook, & Community Site. Build social media follower and fan base, and manage content.
ResultsWithin 14 weeks:• 7,140 New Followers• 4,374 New Fans• Follower index: 0.6X-0.7X (60-70% of the people we
followed, followed
us back)
Case Study: Integrated Campaign
© Athena East, Confidential
++Community
Case Study: Engagement Marketing Program
© Athena East, Confidential
++
Build a social program to supplement their general media campaign
Create a simple message, that drives people to actionEngage on a personal level, keep it simpleTrack: CTR, Engagement Index, Retweets, Amplification• 30,000 Engagements generated 1.1 Million
unique views• 20% CTR• 5% Replied or Retweeted
Community
Gather your tools
© Athena East, Confidential
Editorial CalendarMonitoring ToolEngagement GuidelinesEscalation Trees/WatchlistReport FormatsOther internal teams
Getting to good analysis: the data is out there…
© Athena East, Confidential
It’s how you process the content that counts
Smart Data,Actionable Insights
Getting to good analysis: the data is there…
© Athena East, Confidential
Know what you’re looking for
I guess these are all
positive.
Content of the Conversation•Advice•Support•News•Where to Buy?•Vs Competitors
Being a Leader = An Integrated Approach
© Athena East, Confidential
Tier 1: Operating in a flowing, dynamic model, but have a clear framework and strategy
Tier 2: Operating with a limited strategy, or partially executed strategy
Tier 3: Operating but with no/little/confusing strategy
Being a Leader
Leaders are operating with a coordinated strategy across communication channels
Leading companies have defined value propositions and roles for each communication channel, AND cultivate organic contribution
In order to move into a leadership position an organization must develop an overall strategy and support plan for multiple channels
Landscape: Channel & Messaging
Multiple Channels
Single Channel
Clear Value Prop
Unclear Value Prop
Adobe
Microsoft
If you only remember 3 things
© Athena East, Confidential
1. Define your goals
2. Take the time to get a process and build a framework for your program, BUT don’t be afraid to change!
3. Think about your audience, be relevant to the conversation