developing business oriented communities using social media

Developing Business Oriented Communities Using Social MediaMarch 2011

Daniel Tártaro // daniel.tartaro@gmail.com // @dtartaro

AGENDA

• The Golden Rule About Online Community• Basic steps for online communities development

• Listen up• Define the right platforms• Generate great content• Reward your audience• Measure it• Managing a digital community

• How about the risks?

The Golden Rule about online community

It’s all about simplicity!

Content sharing among friends Content sharing among business network

What do they have in common?

XRelevant content is the key ingredient

Basic Steps for Online Community Development

Start listening (and identify possible influencers)

Adobe – Social Listening

Adobe on Social Targeting

• 463 highly relevant bloggers

• Monitor between 200 and 600 conversations daily

Define the right platforms (where are my prospects?)

Custom Platform

Platforms Pros Cons

• + 600MM users worldwide• Custom apps development

• Really easy to engage• Aggregates all social content

• Easy to setup a community• Members control

• Huge reach• It’s possible to promote content

• Tailor made

• Originally made for personal usage

• Takes time to generate a community

• Pre-set tools, not so easy to customize

• More expensive to generate video content

• High bandwidth demand

• Expensive• Requires constant maintenance

IBM on Twitter

IBM On Twitter

• Vast amount of Corporate Twitter Account

• New accounts flourish according to internal needs

• Descentralized content generation

GE MarkNet – Custom Internal Platform

GE Marknet

• Launched in March 2010• + 4K members• Organized into “idea hubs”• Experts in similar

disciplines can connect and collaborate no matter their industry or location

• Hubs examples: Digital Mkt, Mkt Communications, Customer Experience, Pricing...

Portal Ipiranga – Custom Platform

Rede Ipiranga

• Connects 5K+ gas station owners in Brazil

• Relevant content and services

• Offers detailed data analysis about each station

Generate a great content(what are they willing to listen?)

You will be relevant only if you offer an

outstanding content. There is no interruption

model here

Amex ConneXion – Custom Platform

Business Travel ConneXion

• Industry-wide social network

• Available only for clients• Content generated by

industry experts and company clients

Reward your audience(why should they engage with you?)

People must feel rewarded when they

interact. It’s not about money, but to make a

difference on their business perspective

Visa – Facebook / Custom platform

Visa Business Network

• Objective: Reach small business owners

• It’s possible to connect with other businesses

• Educate owner’s with relevant content

• +70K users

Measure your results(Which KPI’s should I use?)

Digital indicators

Interaction per post Influence

Net Sentiment # conversations

Media Sharing Video Views

# followers # fans

Business indicators

Total leads from social Traffic generated to webpages

Social ROI Rquests for Information

Lead quality Prospect sentiment

Products Feedback Sales from social channels

Managing a digital community(Few questions to consider)

External Management Internal ManagementX

Top Down Bottom UpX

Push Content Pull contentXThe community managers must be familiar with the social media

conversation style

How about the risks?

Decentralized contacts??Real life feedback’s??

Interaction among customers??

THANK YOU

Daniel Tártarodaniel.tartaro@gmail.com

twitter.com/dtartaro