A Roadmap for Success with Social Media and Community
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Session #10 entitled "Emerging Technologies: A Roadmap for Success with Social Media and Community in Business" at InfoTrends Office Document Strategy (ODS) Conference on September 30, 2009 in Boston, MA delivered by Gary Lombardo, who handles marketing and social media for the Social Learning eXchange. The provides a roadmap for individuals working within business organizations to define a social media strategy. It also covers the most important emerging technologies that are and will transform how we work: microblogging, online video and social networks. For questions, please contact garylombardo at gmail.com and visit www.slx.com
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A Roadmap for Success with Social Media and Community
- 1. 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: garylombardo@gmail.com
- 2. 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
- 3. Social Media Community …but first, what are social media and community?
- 4. Three quarters of US online adults now use social technologies
- 5. 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
- 6. Social Business = Transformed Business
- 7. So, what should you do?
- 8. Embrace it
- 9. How to Embrace Social Media in Your Business 1. Build a Strategy 2. Map Strategy to Social Media Applications & Technology 3. Develop Community Management Plan 4. Measure & Optimize Roadmap to Success
- 10. Big Mistake! “Build it and they will come”
- 11. 1. Build a Strategy Goals/Type of Community Ownership/Roles Policies/Procedures Attracting Followers/Membership
- 12. Know Thy Goals! External Internal Brand Building Event Management Market Research Product Innovation Employee Community Customer Support Learning Community Partner Community Community of Practice
- 13. Dell’s IdeaStorm
- 14. Cohn-Wolfe
- 15. 2. Map Strategy to Social Media Apps & Technology Wikis Discussion Forums Social Networks Microblogging Virtual Worlds Video Audio Photos Livecasting Ratings & Reviews Productivity apps Gaming Mobile Social Bookmarking RSS Calendar Chat Polls Tagging Recognition & Rewards Q&A Blogs Search Widgets Idea Mgmt
- 16. 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
- 17. 17Sun Confidential: Internal Only Picking a Vendor
- 18. Emerging Social Media Technologies to Watch 1. Microblogging 2. Social Networks 3. Online Video
- 19. Microblogging • Combination of blogging & text messaging
- 20. Iran Election
- 21. Southwest
- 22. Comcast
- 23. Microblogging- Uses Internally Sales Support Event Planning Project Status News/Updates Coordination Linking Decentralized Teams Problem Solving Mentoring Purely Social
- 24. 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
- 25. 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.
- 26. Facebook
- 27. LinkedIn
- 28. Cafe Mom
- 30. 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
- 31. Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience.
- 32. Online Video- Different Types Internet TV Consumer Video Sharing Social Sites Enterprise Video Sharing
- 33. Blendtec
- 34. Sun Learning eXchange (SLX)
- 35. 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 SLX 3. Incorporate online video as part of your organization’s social media & community strategy
- 36. 3. Develop a Community Management Plan Role of Community Manager Moderation Content Programming & Engagement
- 37. 37 Enforce Lead Respond Engage Mediate Personalize Evolve Empower The Role of the Community Manager
- 38. 38 Subject Matter Expert Blog Posts Seeded Discussion Video Podcasts Webinars Community Your Company Publish/Syndicate eBooks & whitepapers User- Generated Content drives conversation, which is the real king! Face-to-face breakfast meetup Content Programming & Engagement
- 39. 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
- 40. 4. Measure It 4. Measure & Optimize
- 41. 41 Community Social Media SEO Metrics Will Vary
- 42. 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
- 43. 43 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
- 45. Thank You! www.slx.com Demo: www.slx.com/demo Blog: www.slx.com/video-community-blog Gary Lombardo Marketing & Social Media Strategy, SLX Twitter: @garylombardo Email: garylombardo@gmail.com
Hinweis der Redaktion
- First, what is social media? …and what is community? There is a difference and it’s important to point out. I like to think of social media as the parts of the car and community as the car. Social media are the parts of the conversation that are going on all over the web– whether it be on a brand’s external website (such as product ratings & reviews), through a ‘viral’ video campaign on YouTube or a broadcast of information to the public on Twitter. None of those parts come together, however, in a persistent way around a particular topic. That’s where community comes in. Community is the assembly of parts of conversations into a “finished product” or a car. Communities: Are continuous, not temporal – there is core membership that interacts together over a long period of time.- Gather around a concept or common goal not around a collection of content - Take on various conversations and activities, led by different members over time - it is not one conversation but many.- People within communities get to know each other and interact regularly without centralized facilitation and not necessarily in the context of what the community is discussing as a whole.- Community leaders emerge over time as they continue to take proactive roles in the community and rally other members to their causes. These leaders are community members and they self-select because of their interests - not because they are told to do so...although they can be encouraged to do so.As a business, you can 1) use social media to enable conversations and get a better idea of how constituents respond to specific content, initiatives, goals. This is much easier both to understand and implement. 2) create communities that extend their capabilities and engage their constituents in richer ways that results in higher retention, lower risk, increased ROI, and faster operational capacity. The roadmap for successfully implementing social media and community for business are very different, but yet general enough where we can
- Results from recent research point out that three-quarters of US online adults now use social technologies. This has increased quite a bit from 2007-2008 and continues to grow in 2009. In this particular survey, online users are categorized by a persona based on how they use the technology. For instance, Creators are those who create and share content, while Critics are those who comment, respond, and interact with content in other ways. The spectrum goes all the way to Inactives, who don’t use social technologies at all. For the general US population, which this chart shows, most people are considered in the ‘active’ categories of spectators, joiners, collectors, critics and creators. Social technologies have definitely gone mainstream.
- If you take a look at the research even further, you see that differences arise according to generation. The majority of the current generation of workers, as well as the next generation are highly active with social technologies, most notable a higher percentage of Critics and Creators. This will have obvious impact in the workplace– in other words, as these workers enter the workforce they’re going to EXPECT social technologies to be part of the way they interact and converse with one another, customers, partners and others.
- In fact, we’re seeing the transformative impact of social technologies on businesses today: They’re helping organizations become more transparent and give open access to business operations– thus building better product, providing better support, and building stronger brand and customer intimacy. It’s changing how we think about business and how we conduct business. Businesses who fail to embrace a ‘social strategy’ will quickly become irrelevant.
- So, what should you do?....
- Embrace it! As leaders of your organization, you’re in a unique position to embrace these changes and make them an integral part of how you get work done. There are still some out there who consider social technologies a ‘fad’, but I assure you that it is not a fad and will continue to have a transformative effect on how we do business.
- You need to have a plan. I’d like to walk you through the 4 major components of getting started with a social strategy for your business. It really boils down to four things:Build a StrategyMap Strategy to Social Media Applications & TechnologyDevelop Community Management PlanMeasure & Optimize
- As with any good plan, you need to have a strategy. There are many things you’re going to want to think about as part of your strategy, but some of the things you’re going to want to consider are: What are your goals? What type of community will work best for your organization? This is perhaps most important. You need to make sure your social strategy aligns with your corporate strategy and goals. Without this alignment, you will fail.What are the roles that you need to have? You need to have clearly defined owners and roles to drive the strategy forward. At minimum you will need a ‘social strategist’– someone who can shepard the strategy along internally and provide expertise, and a ‘community manager’ who will be the face of the community and social efforts. One of the most important thing these folks will do is continually lobby for support and show ROI to internal leadership for the social strategy, which is a huge reason why community efforts fail.What are the policies and procedures you need to have in place?- Social technologies can have quite a disruptive effect within organizations– both good and bad, and it’s important that you have policies and procedures in place so all those who participate understand what is allowed and what is not.How do you go about attracting followers and build membership? It’s not as easy as just pushing it out there and hoping for the best. You really need to think about who your target audience is, how you will attract them to your effort and retain them. Thinking about this ahead of time and having a clear plan you can execute upon will go long way to determine success.Define how your community aligns with your corporate strategy & goalsTypes of communities Key considerations in mapping out strategy
- ….The most important part of the strategy is knowing what your goals are. Perhaps you want to market your product, or conduct better product innovation, or provide better customer support, or a combination thereof. That will determine the type of community you should build. When you think about community, think about it in two main types (that clearly overlap):External- these are focused on engaging those outside of the immediate business– prospects and consumers. They seek to do things like market research, customer support, innovate on product, etc.. Typically these type of communities are part of a customer’s website, but does not need to be.Internal- these are focused on engaging those within the business– employees, partners, and often time customers. They seek to do things like training & learning, knowledge sharing/collaboration, partner collaboration. Typically these type of communities are behind a company’s firewall, but do not need to be.
- ….an example of an external community is Dell’s IdeaStorm. For those aren’t familiar, Dell wanted to engage consumers for feedback on their products and set up a site that allowed anyone to submit ideas to Dell. All members of the community could then vote & comment on the ideas. The most popular ideas rose to the top, while the less popular went to the bottom. Dell product managers and senior leadership would then take the ideas and utilize them as part of their product strategy. This type of ‘crowdsourcing’ led Dell to….
- …an example of an internal community is what Cohn-Wolfe, a m
- Once you’ve got your strategy mapped out, you need to map it to specific social media applications & technology. The type of apps you use of course will depend upon the type of community you decide upon. There are a whole slew of applications and technologies out there– I’ve listed a few on this slide. As you can see, there are no limits to what you could implement. Additional items that will drive your app selection beyond the community type will be the technographics of your members (what technologies they are likely to use), capabilities of the vendor(s) you select (which is a whole separate exercise) and resources you have in house (for implementing & managing).
- ….so you’ll probably come up with a matrix similar to this, where you’ve got the community type listed out with the capability for each community outlined to be part of that community. You’ll then have to take it down a level and outline how you’d like the community experience to be, which is normally captured in a requirements doc. If you’re creating an external community, this will be more important than if you’re creating an internal one, where less customizations are typically necessary.
- I’d like to spend a bit of time focusing on a few technologies that I think are the main emerging ones out there that you should consider as part of your strategy. Certainly, there are lots of others, but I think these three are rapidly emerging and are becoming increasingly adopted by businesses as ‘game-changing’. These are:MicrobloggingSocial Networks andOnline video
- So, what is microblogging? It’s perhaps the simplist application you’ve ever heard of. You basically answer the question “what are you doing?” or perhaps better yet “what is on your mind?” (FB version) in about 140 characters and share it with the world. Can’t get much simpler than that. When we talk about microblogging, we’re really talking about about Twitter. How many of you use Twitter? Twitter (and microblogging) is the fastest growing social technology out there. From Feb 2008 to Feb 2009 Twitter has grown 1,382% and in Feb 2009 it had over 7 million users.
- So, what makes it so powerful? It’s really the real-time, “bursts” of media that contain nuggets of valuable info from one person to many that make it so powerful. Take the example of Twitter in the Iran Elections this past June….no information could get out of Iran after the election as the country shut down most means of communication, including traditional access to the web. Twitter turned out to the main communication means out for people (through the help of surrogate hosts around the world) and had a profound impact. Information was fed from the streets to the world. Protestors used Twitter to communicate amongst themselves. Twitter carried the death of who became the symbol of the Iranian election, Neda, FIRST– before CNN or any other network. It spread like wild fire and galvanized millions of people world wide. People around the world tinted their profile pictures with green (the color of the opposition in Iran) to show solidarity. The Iranian election became called the “Twitter Revolution”.
- Twitter isn’t just for social or societal purposes, but also has become widely adopted by businesses for a variety of reasons, including branding and relationship building with customers. A good example is SoutwestAir who regularly posts updates and helpful information to it’s customers and travelers in general.
- Twitter is also used for customer support purposes. Perhaps the most famous example is Comcast. Frank Eliason, a comcast employee on their support team, uses Twitter to address customer questions and issues and real-time. He will monitor his Twitter account, and triage issues as they come up– either personally or delegating them out to his team. This all stemmed out of some bad publicity Comcast received a few years ago (famous YouTube video), and general non-particiapation in conversations customers were having about Comcast out there– many of them negative. Comcast made a cognizant effort to become more engaged, and has used Twitter (and other social technologies) very successfully since.
- Microblogging can also be used internally within the enterprise, and not just for external communication. It hasn’t been widely adopted with the enterprise just yet, but the opportunity to do so is out there, with many use cases existing: Sales support, event planning, project status, news updates, linking decentralized teams, coordination, problem solving, mentoring, and purely social means, just to name a few. Many vendors have emerged recently offering ‘enterprise microblogging’ applications, such as Yammer, Socialtext and others. Many other vendors include it as well as part of their capabilities, typically integrating it as part of their social network options.
- So, what are three things you can do today to get started with microblogging?
- Another emerging technology to keep an eye out for are social networks. A social network is a network of people. The problem with most social networks in the real world is that most of the social connections are hidden– you don’t really know that Sally is friends with Jim, who may be a valuable person for you to know. Online social networks help open up those relationships and let you tap the potential of those connections.Sign up for an account create profile info find people you know & connect see connections of your connections to tap their knowledge/expertise
- The most famous examples of the social networks out there are FB and LinkedIn (MySpace to a much lesser degree), which have seen phenomenal growth in the past 2-3 years (in fact, in 2009, Facebook has really taken off).Facebook is used by many people mainly for social, personal use, although it’s increasingly used for business use to promote brands and customer relationships.
- LinkedIn is used primarily for professional use– for business development & job hunting.
- ….there are many types of social networks out there for almost any interest. A good example is Cafe Mom that caters to moms and address common challenge and interest moms have– from best foods for feeding babies to dealing with teenage angst issues.
- …increasingly, social networks are being created within organizations as well– within the corporate firewall of organizations.A good example is Booz Allen Hamilton’s social network for employees called, Hello.bah.comBooz Allen noticed employees were setting up FB groups and using other technologies externally for social networking purposes related to BAH, as well as had most of their contacts and info stored locally and decided to bring that in-house for security, to gain a ‘network effect’, and persistent knowledge capture. They built their own social network, with people at the center, including status and activity sharing, content sharing and expertise location. Note: profile at center- recent activity- gags
- Another emerging technology is online video. Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience. Most people think of YouTube when they think of online video, but it’s much more diverse than that….
- ….there two main hubs of the type of online video out there, with a couple sub-segments associated with one: Internet TV players- these vendors are mainly focused on creating a platform for companies (particularly media companies) to broadcast and syndicate content throughout their network (via their website or elsewhere). Think of Sony, MTV and other companies needing assistance managing, branding, broadcasting and monetizing their content.Consumer video sharing sites- these are the YouTubes of the world, who are focused on end users (me and you) who create videos for upload and broadcast out via a channel. They’ve been widely successful and are mainly consumer focused, with companies using it for marketing purposes.Many of the consumer video sharing sites are seeing the social sites, such as Facebook, offer more and more video as part of their platform, thus taking from their business.There are also providers like Sun, who offer Enterprise Video Sharing capabilities with SLX. This really is an emerging market, and one where organizations want a “YouTube” like exeprience, but with greater security, enterprise-ready capabilities, and greater control over content and where employees and partners create & collaborate. Just be aware of the different offerings out there and make sure as you go through your due diligence process, you understand the differences and which best meets your needs.
- Let’s take a look at a couple of different examples of how online video is used by business….Blendtec….this is perhaps one of the more well-known examples of “viral” online video for marketing a product. The company Blendtec who makes consumer (and commercial) grade blenders quadrupled their business when they started creating entertaining videos showing their blenders successfully blending up a whole variety of objects (and not food ones only)– four by fours, coffee beans and credit cards, Coke and chicken, sporting equipment, and an Apple iPhone. These videos received millions of videos and downloads and helped propel Blendtec’s revenues but also presence in a crowded market place. The magic of their videos was that it conveyed the main qualities of their product (super-strong blenders that can handle andything) while entertaining.
- Another example is SLX….
- The next and perhaps the most critical step in defining your social strategy is to develop a community management plan. A community management plan will help drive adoption of the community, and sustain it over the long run. Poor community management– not technology– is perhaps the #1 reason why companies fail with social media and community. Managing the community is key not just at the initial onset, but on an on-going basis. Lots of communities start out strong, then fade if there is no appropriate community management. Management of communities also extends to social media, including Twitter, FB, LinkedIn, and elsewhere– making sure they are actively monitored & managed. There are many things to think about in developing a community management plan, but let’s focus on the biggest three:-role of the community manager-moderation-and content programming & engagement
- The role of a community manager is one that is emerging as we speak. A few years ago, it was typically someone’s side job, but today it’s becoming a full-time role in more and more organizations. And that is the right way to approach it– as a full-time, important role in the organization.The community manager plays a very important role. Community management extends beyond content, and focuses also on being a coach & diplomat. Things such as enforcing policy, leading by example, responding quickly, engaging, mediating conflicts (trolls), personalizing responses and relationships and empowering members through public recognition are all part of the on-going community management process.
- Focus on Community Themes/Content TracksMost content will probably be subject matter expert-driven to begin, especially as community starts out and people get to know one another.New & existing content, internal & externalPublish content everywhere!Other sample content/activities: Twitter promotionsFlickr photos Contests
- An important question you will face
- ….Likewise, measuring and optimizing across the board is key– communities, social media, as well as SEO.