The document outlines a 7-step process for using social media to engage fans and drive software trials. The steps are: 1) Define goals and audience; 2) Integrate social strategies with business units; 3) Listen to social conversations; 4) Engage audiences with valuable content; 5) Build successful social channels; 6) Activate evangelists to spread messages; 7) Analyze impact across key metrics. Following this process led to increased social reach, engagement, and software trial registrations for Jive Software.

1. Transform a “User”
into an Engaged Fan /
Follower
Deirdre Walsh @deirdrewalsh
Jive - Sr. Social Media Manager
Carolyn Pawelek @cgpawelek
Spredfast - Director of Social Services

2. Have always been a geek.
PR, Public Affairs, Community Management, Social Media for Tech Companies

3. The Spredfast Partnership
Ellen Westcott, Social Kavya Nath, Promoted
Business Strategist Content Strategist
Ellen helps clients achieve Kavya specializes in social
their full social potential network promotions and
through platform optimization assisting customers in getting
and social strategy. the most out of their
advertising spend via social.
Matthew Cunningham, Kristen Sussman,
Custom Solutions Community Management
Architect Kristen and her team expand
Matthew and his team create the voice of the customer and
unique social encounters assist with the measurement
leveraging over 10 years of of social business success
experience designing and throughout the program.
developing award-winning
applications.

4. IM
r Eat Our Own Dog Food D
Social Team at Jive Software Si
Bl
D
Tr
• Employee Community
• External Communities
old U
– Customers, Prospects, ac
Partners, Developers, Press
• Social Media
– Facebook, LinkedIn,
YouTube, Twitter, Google+
e,
es

5. Social Collaboration Social Intranet Social Customer Service
“ Jive allows us to work viral, to “ We have 10,000 users just 4 “ Every question that gets
have a freedom of exchange weeks after implementing answered on the community
that no other mechanisms will Jive.” saves us $150.”
allow.”
CEO Director of Intranet Strategy Director of Customer Support
Alcatel Lucent Bupa LANDesk
Social Marketing Sales Enablement
“ Students using Phoenix “ New hire sales revenue
Connect spent 25% more attainment increased by
time on our student site on 30%.”
average.”
CEO National Training Manager
Apollo Group Toshiba
© Jive confidential

6. Business Challenge
r U
Drive Trials of New Software Product
- ac
old
e,
es

7. The Day You Give Them Jive

8. 1. Define
Set clear goals that align with
overall business objectives

9. r Define: Campaign Goals U
n Ensure social goals align with business goals tit
(s
• Increase awareness
• Reposition corporate brand To
old or
• Drive leads and software trials
• Foster loyalty and advocacy
Each with measurable targets
e,
es

10. r Define: Target Audience U
n Talkers – Flip the Funnel tit
(s
Talkers
• Fans, bloggers, influencers, employees, customers
• Anyone who will talk about Jive, our products or assets To
old or
Prospects
• Ambitious, driven
• Fortune 1000 company, + Top 50 prospects
• Directly / indirectly manage highly collaborative teams
in customer support, marketing, services, IT and/or
sales.
e,
es

11. r Define: Target Audience Goals U
n Don’t forget – both sides need to benefit tit
(s
By participating, customers, influencers, & prospects get:
• latest news and info
To
old • insider views into Jive or
• proficient via best practice sharing
• connected to like-minded people
• voice heard inside and outside Jive
• recognized for great work, promoted as thought-leaders
e,
es

12. r Define: Role of Each Social Platform U
n Channel differentiation is key to building a social ecosystem tit
(s
Channel Function
Facebook Social hub where Jive curates the
best-in-social from across the web and
reinforces industry expertise To
old Twitter Provides of-the-moment industry and or
product news; where Jive engages
influencers
YouTube Videos highlight customers and
reinforce industry expertise
LinkedIn Reserved for more in-depth, strategic
conversations
Instagram Infuse personality into brand
e, Google + Forum for technical conversation
es Corporate Blog Provides resources to equip mid-level
managers

13. 2. Integrate
Don’t be an island. Connect to
internal structure, process, plans.

14. Integrate: All Teams
Social DNA
Employees Mgmt.
• everyone is impacted by social
Support Agency
• virtual social media team with
contacts in key departments
• formalize employee social media Spredfast Sales
guidelines
• social media trainings R&D Marketing
• empowered and rewarded
participation Public
Corp.
Relations

15. Integrate all social strategies U
r Integrate promoted, earned, and owned social actions to drive activity, reach, tit
and engagement (s
Social Media Users
Social Impressions To
old or
Engagement
Fan / Follower Acquisition +
Acquisition Engagement =
Leads
Action
e,
es JIVE LEADS

16. Integrate social throughout customer journey U
r
tit
(s
To
old or
Awareness Engage Try Buy Use Loyal
• Social • Social • Online • Customer • Adoption kit • Webcasts
advertising marketing – community reference and • Jive Talks • Champions
• Influencer earned and support and case studies best practices • Rewards and
relationship- owned engagement in blog posts reputation
building • Social sharing • Gamification
• Syndication in trial
and curation
e,
es

17. 3. Listen
Monitor and respond to actionable
conversation

18. r Social Media Management U
n tit
(s
• more than just mass media news sharing
• it’s about building valuable relationships To
old or
• analyze social to gain insight about company, products
• also helps monitor competition, get leads, provide support
• FTC guidelines requires socially-active companies
truthful
policies and training
monitor the conversation and correct mistakes
e,
es

19. IM
r Monitoring Partner Relationships D
Si
Social Prospecting Bl
D
Tr
old U
ac
Customer Relationships
Customer Service
e,
es

20. 4. Engage
Add value to the social streams

21. Social Content Calendar U
r Ensures value-added content creation & syndication – not more noise tit
(s
To
old or
e,
es

22. Integrated Social Media Marketing
Approach

23. IM
r Social Publishing Live Tweeting from Events D
Si
Bl
Content Creation & Syndication D
Tr
old U
ac
Encourage Conversation
Call to Action: Try Jive
e,
es

24. IM
r Curation D
Si
Bl
Engage with Influencers D
Tr
old U
ac
• 50% of Jive social content
comes from other sources
• Create conversations with
influencers and “talkers”
e,
es

25. Gamification U
r Interactive Facebook App tit
(s
Office Hero Super Powers
- promote through timeline
- make engagement fun
To
old or
e,
es

26. Paid Engagements U
r “Like” ads, Promoted Content, Right Rail tit
(s
“The Doer”: Marketing Manager, Community Manager
To
old or
“The Strategist”: Marketing Director
“The Decision Maker”: Vice President, CMO
e,
es

27. 5. Build
Grow successful channels that you
manage.

28. Social Channels U
r
tit
(s
To
old or
e,
es

29. 6. Activate
Reward and amplify key evangelists

30. Employee= Best
REAL Office Heroes Brand Advocate U
r
Social Advocate tit
(s
To
old or
Customer Spotlight
Thursday Thanks
e,
es

31. 7. Analyze
Track and report impact across
business

32. 1.
2.
r
3.
Nearly 66% of interactive marketers are
NOT currently measuring their social
e,
marketing initiatives
es

33. Analyze: Key Earned Social Media Metrics
U
ge
ac
1
2
old
3
e, IM
D
es Si
Bl
D
Tr
s
d
Jive Software trial registrations

34. When campaign kicked off, only 5.9% of the Jive Software
U
r Facebook community was engaged. tit
(s
To
old or
e, Today, we are at 45%
es This is great for B2B!

35. Promoted Results U
r Paid Social Media – Two Weeks tit
(s
Fans and Follower Acquisition
• 12% increase in Twitter followers directly attributed to
To
old promoted content or
• More than 100% growth in Facebook fans attributed
directly to ads and sponsored stories
• Engagement increased as “base” was built throughout
the program.
• Most B2B on Twitter run in the 1-2%, we are at 6%.
e,
es

36. Owned Results U
r
tit
(s
Jive Talks “thought-leadership” and actionable recommendations perform best
Top 10 Roles of an Internal Community Manager got 30X traffic of any other post
To
old or
e,
es

37. Analyze: Key Business Metrics U
r
tit
(s
Drove trials and had higher sales conversions than other
marketing channels
To
old or
e,
es

38. U
7 Steps to become a Social Office Hero tit
es (s
1
2
Define
Integrate
Listen
Engage
Build
Activate
Analyze
old
3
Set clear Connect to Monitor Add value to Grow Reward and Track and
e, goals that internal and the social successful amplify key report IM
align with structure, respond to streams
channels evangelists
impact
overall process, actionable
that you across D
es business plans.
convos
manage.
business
Si
objectives
Bl
D
Tr
s
d

39. r Top 4 Lessons Learned U
n tit
1. Increasing reach and engagement raises lead potential (s
2. Publishing rich content that fans/followers share along with
paid content promoting the trial provided a consistent level of
engagement which give credibility to the brand and product To
old or
3. Prompting fans to take action and provide feedback, not only
drove Sign Ups, but also created word-of-mouth engagement
that helped expand the reach of content
4. There is a social funnel:
• Reach leads to Potential Impressions
• Potential Impressions lead to Real Impressions
• Real Impressions lead to Fan/Follower Acquisition
e, • Acquisitions lead to Conversions
es