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

©2012 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 2

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

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/ )


The Content Manager

Content is King.
Exclusive, targeted
content helps
opportunities to grow.



The Social Manager

We must gain
internal resources
to build our results.



The Analyst

We must look beyond
basic traffic metrics to
uncover value!



The Technology Manager

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



The Facilitator



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

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

Program must balance needs for recognition of established
members as well as motivate newer members


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

This is your base Traffic – How many?
line information – Visitors, Visits, Page views, Referrers, Posts,
(counts) Likes, Fans, Followers, Views, Uploads, etc.
This is what Day to Behavior – What did they do? Who are they?
Day Management – Page views/Visit, Posts/Visitor, New
should focus upon Registrations/First Time Visitors, Repeat
Visitors, Subscriptions, % Customers, etc.
This is what Sr. Value – What did we gain by using this?
Management
cares about – Revenue, Leads, Lower Support Costs, Brand
Awareness, Purchase Influence, Insight

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


Social media, demystified

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