advanced facebook capabilities to elevate your brand
DESCRIPTION
Deirdre Walsh (Jive Software) Social sharing is rapidly expanding across the web, and Facebook shares over four billion pieces of content every day. How are major brands using Facebook in their social strategy today and what does the future of Facebook marketing look like? This session will delve into techniques, tactics and lessons learned for targeting, promoted content, sponsored stories and Timeline for brands.TRANSCRIPT
Transform a “User”
into an Engaged Fan / Follower
Deirdre Walsh @deirdrewalsh
Jive - Sr. Social Media Manager
Carolyn Pawelek @cgpawelek
Spredfast - Director of Social Services
Advanced Facebook Capabilities to Elevate Your Brand
PR, Public Affairs, Community Management, Social Media for Tech CompaniesHave always been a geek.
The Spredfast Partnership
Ellen Westcott, Social Business StrategistEllen helps clients achieve their full social potential through platform optimization and social strategy.
Matthew Cunningham, Custom Solutions ArchitectMatthew and his team create unique social encounters leveraging over 10 years of experience designing and developing award-winning applications.
Kavya Nath, Promoted Content StrategistKavya specializes in social network promotions and assisting customers in getting the most out of their advertising spend via social.
Kristen Sussman, Community ManagementKristen and her team expand the voice of the customer and assist with the measurement of social business success throughout the program.
• Employee Community
• External Communities – Customers, Prospects,
Partners, Developers, Press
• Social Media– Facebook, LinkedIn,
YouTube, Twitter, Google+
Social Team at Jive Software Eat Our Own Dog Food
© Jive confidential
Social Collaboration
“ Jive allows us to work viral, to have a freedom of exchange that no other mechanisms will allow.”
CEOAlcatel Lucent
Social Intranet
“ We have 10,000 users just 4 weeks after implementing Jive.”
Director of Intranet StrategyBupa
Social Customer Service
“ Every question that gets answered on the community saves us $150.”
Director of Customer SupportLANDesk
Social Marketing
“ Students using Phoenix Connect spent 25% more time on our student site on average.”
CEOApollo Group
Sales Enablement
“ New hire sales revenue attainment increased by 30%.”
National Training ManagerToshiba
Drive Trials of New Software ProductBusiness Challenge
The Day You Give Them Jive
1. DefineSet clear goals that align with overall business objectives
• Increase awareness
• Reposition corporate brand
• Drive leads and software trials
• Foster loyalty and advocacy
Each with measurable targets
Ensure social goals align with business goalsDefine: Campaign Goals
Talkers
• Fans, bloggers, influencers, employees, customers
• Anyone who will talk about Jive, our products or
assets
Prospects
• Ambitious, driven
• Fortune 1000 company, + Top 50 prospects
• Directly / indirectly manage highly collaborative teams
in customer support, marketing, services, IT and/or
sales.
Talkers – Flip the FunnelDefine: Target Audience
By participating, customers, influencers, & prospects get:• latest news and info • insider views into Jive• proficient via best practice sharing • connected to like-minded people • voice heard inside and outside Jive• recognized for great work, promoted as thought-leaders
Don’t forget – both sides need to benefitDefine: Target Audience Goals
Channel differentiation is key to building a social ecosystemDefine: Role of Each Social Platform
Channel Function
Facebook Social hub where Jive curates the best-in-social from across the web and reinforces industry expertise
Twitter Provides of-the-moment industry and 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
Google + Forum for technical conversation
Corporate Blog Provides resources to equip mid-levelmanagers
2. IntegrateDon’t be an island. Connect to internal structure, process, plans.
• everyone is impacted by social
• virtual social media team with contacts in key departments
• formalize employee social media guidelines
• social media trainings
• empowered and rewarded participation
Integrate: All Teams
Mgmt.Employees
Support Agency
SalesSpredfast
R&D Marketing
Corp.Public Relations
Social DNA
Integrate promoted, earned, and owned social actions to drive activity, reach, and engagement
Integrate all social strategies
Acquisition + Engagement = Leads
Social Media Users
JIVE LEADS
Fan / Follower Acquisition
Social Impressions
Engagement
Action
Integrate social throughout customer journey
Awareness• Social
advertising• Influencer
relationship-building
• Syndication and curation
Engage• Social
marketing – earned and owned
Try• Online
community support and engagement
• Social sharing in trial
Buy• Customer
reference and case studies in blog posts
Use • Adoption kit• Jive Talks
best practices
Loyal• Webcasts• Champions• Rewards and
reputation• Gamification
3. ListenMonitor and respond to actionable conversation
• more than just mass media news sharing
• it’s about building valuable relationships
• analyze social to gain insight about company, products
• also helps monitor competition, get leads, provide support
• FTC guidelines requires socially-active companies truthfulpolicies and trainingmonitor the conversation and correct mistakes
Social Media Management
Monitoring
Customer Relationships
Partner Relationships
Customer Service
Social Prospecting
4. EngageAdd value to the social streams
Ensures value-added content creation & syndication – not more noiseSocial Content Calendar
Integrated Social Media Marketing Approach
Social Publishing
Content Creation & Syndication
Call to Action: Try Jive
Live Tweeting from Events
Encourage Conversation
Curation
Engage with Influencers
• 50% of Jive social content comes from other sources
• Create conversations with influencers and “talkers”
Interactive Facebook AppGamification
Office Hero Super Powers- promote through timeline- make engagement fun
“The Doer”: Marketing Manager, Community Manager
“The Strategist”: Marketing Director
“The Decision Maker”: Vice President, CMO
“Like” ads, Promoted Content, Right RailPaid Engagements
5. BuildGrow successful channels that you manage.
Social Channels
6. ActivateReward and amplify key evangelists
REAL Office Heroes Employee= Best Brand Advocate
Thursday Thanks
Customer Spotlight
Social Advocate
7. AnalyzeTrack and report impact across business
Nearly 66% of interactive marketers are NOT currently measuring their social
marketing initiatives
Analyze: Key Earned Social Media Metrics
Jive Software trial registrations
When campaign kicked off, only 5.9% of the Jive Software Facebook community was engaged.
Today, we are at 45% This is great for B2B!
Fans and Follower Acquisition• 12% increase in Twitter followers directly attributed to
promoted content• 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%.
Paid Social Media – Two WeeksPromoted Results
Owned Results
Jive Talks “thought-leadership” and actionable recommendations perform best
Top 10 Roles of an Internal Community Manager got 30X traffic of any other post
Drove trials and had higher sales conversions than other marketing channels
Analyze: Key Business Metrics
7 Steps to become a Social Office Hero
Define Integrate Listen Engage Build Activat
eAnalyz
e
Set clear goals that align with
overall business
objectives
Connect to internal
structure, process, plans.
Monitor and
respond to
actionableconvos
Add value to the social
streams
Grow successful channels that you manage.
Reward and
amplify key
evangelists
Track and report impact across
business
1. Increasing reach and engagement raises lead potential
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
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• Acquisitions lead to Conversions
Top 4 Lessons Learned