Slides from the SF OCTribe meetup on January 25th, 2011 with Athena East.

1. Tezza Yujuico, Co-Founder & COO Integrating Online Community and Social Media

2. Athena East-Powered Social Media Campaigns & Communities Athena East, Confidential

3. The Current Structure Community & Social are often in silos- run by different groups Managers have to deal with “Boil the ocean” directives 3. Do you sometimes feel like: When you should have: © Athena East, Confidential

5. Define your goals

6. Consider existing efforts: think about initiatives or teams you have to support, measure, enhance

7. “Bang for your buck”

8. Is it buildable?

9. Is it scalable?

10. Is it repeatable?© Athena East, Confidential

12. 4,374 New Fans

13. Follower index: 0.6X-0.7X (60-70% of the people we followed, followed us back) © Athena East, Confidential

15. Engage on a personal level, keep it simple

16. Track: CTR, Engagement Index, Retweets, Amplification

17. 30,000 Engagements generated 1.1 Million unique views

18. 20% CTR

19. 5% Replied or Retweeted© Athena East, Confidential

21. Monitoring Tool

22. Engagement Guidelines

23. Escalation Trees/Watchlist

24. Report Formats

25. Other internal teams© Athena East, Confidential

26. Getting to good analysis: the data is out there… It’s how you process the content that counts Smart Data, Actionable Insights © Athena East, Confidential

28. Support

29. News

30. Where to Buy?

31. Vs Competitors© Athena East, Confidential

32. Being a Leader = An Integrated Approach 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 © Athena East, Confidential

33. 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

34. Landscape: Channel & Messaging Multiple Channels Microsoft Adobe Clear Value Prop Unclear Value Prop Single Channel

35. If you only remember 3 things Define your goals Take the time to get a process and build a framework for your program, BUT don’t be afraid to change! Think about your audience, be relevant to the conversation © Athena East, Confidential

36. Tezza Yujuico tyujuico@athenaeast.com 415.279.2283 Twitter.com/athenaeast Thank You © Athena East, Confidential