the facilitated discussion
Post on 09-May-2015
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The Facilitated Discussion
Dana Sednek Bowler Cisco WebEx Global Collaboration Consultant
Dana.Bowler@webex.com Twitter: DaynStarr
David Carter, CTO Founderdavid.carter@awarenessnetworks.com
Twitter: dkrcarter
Logistics
• Got Questions?• Join the conversation on Twitter• Hashtag is #awarenessinc• Use the Chat or Q&A function in WebEx
• Tech Issues?• Contact WebEx Customer Service
Awareness
STRATEGY AND FOCUS EXPERIENCE & LEADERSHIP
AGENCY RELATIONSHIPS BRAND NAME CUSTOMERS
• Social Media Marketing • Build online communities for
companies• Engage with their customers • Build their brand• Increase their revenues
• Early leader• Platform launched 2005• A “ top tier” firm
(Forrester Sept ’08)• Top Tier Investors
(Greylock and North Bridge)
About Awareness
What do I need to know?
What design is best?
How do I launch my community?
How do I encourage and manage participation?
BestPractices
How do I ensure success?
TechnologyWhat do I need?
What’s the fastest way to build my community?
What do I need to operate and maintain
it?
What skills are required to do it right?
ServicesWho will build it?
Who will operate it?
Strategic Guidance
Project Assistance
ROI Measurement
BestPractices
Expert Guidance
TechnologySocial Media Marketing
Platform
Design & Implementation
Management
Moderation
ServicesFast Creation,
Optimized Operation
Def: Synchronous versus Asynchronous Communication
Asynchronous
Browse content in various ways> Chronological> By Topic> Author> Popularity
• Viewer controls what when they view
Synchronous
• Follows a timeline• Moves forward• Live events
Social Media Marketing: Making Marketing Social
Social Media Marketing• Multi-way dialog
(brand customer, customer customer)
• Participatory• User-generated
Traditional Marketing• One-way
communication(brand customer)
• “Push and interrupt”• Brand-generated
Direct Marketing
(Lead generation)
Brand Marketing
(Image & reputation)
Social Media Marketing(Customer
engagement)
Top 8 Social Media Marketing Use Cases
Corporate voice
User-generated content campaign Enthusiasts Associations/
subscribers
Peer SupportInnovationLoyalty Events
Converse with your market
Create excitement
Stimulate a passion
Engage with members
Generate ideas
Build and reward loyalty
Help each other
Build and sustain buzz
Corporate voice User-generated content campaign Enthusiasts Associations/
subscribers
Peer SupportInnovationLoyalty Events
Converse with your market
Create excitement
Stimulate a passion
Engage with members
Generate ideas
Build and reward loyalty
Help each other
Build and sustain buzz
• Number of Members vs. Number of Ideas Trend Graph
• Number of Acted on Ideas Trend ($ value per accepted Idea)
• Latest Ideas
• Net Promoter Score
• Number of Members vs. Member Participation graph
• Number of Page Views Trend
• Top Contributing Members
• Net Promoter Score
• Questions vs. Answers Trend Graph
• Total Questions vs. Open
• Total Answers ($ amount per answer option)
• Top Supporters
• Net Promoter Score
• Registrants vs. Participation graph
• Top Participants
• Most Active Registrants
• Net Promoter Score
Best Practice Communities: Ready to Measure Success
Includes recommended ROI/success metrics matched to business goal
• Page Views Trend
• Number of Comments against Post Dates
• Number of Registered Users Trend
• Net Promoter Score
• Number of Contributions vs. Viewers Trend
• Number of Registered Users ($’s amount per user option)
• Most Recent Contributors
• Net Promoter Score
• Number of Registered Users vs. Participation
• Page View Trend
• Profile Completeness
• Net Promoter Score
• Number of Members vs. Member Activity Chart
• New Members this month
• Most Active Members
• Net Promoter Score
Traditional Marketing is One Way Dialog
• Traditional Marketing is about the brand speaking to the consumer
• Generally focused on the first part of the customer lifecycle… acquisition
• Customer retention is not the job of marketing
Customers
Awareness Consideration Trial Adoption Loyalty Referral
Brand
Customers
Customers
Customers
Customers
Customers
Social Media Marketing is Customer Lifecycle
• Two way dialog> Brand to Customer> Customer to Customer
• Multiple approaches to cover all aspects of the customer lifecycle
• Depth of Customer Knowledge increases
Frank
Sally
Peter
Joe
Susan
Awareness Consideration Trial Adoption Loyalty Referral
Brand(via Stan )
The Result is a Valuable Asset
• Explicit Customer Info> What they tell us> What they filled out in their profile> Data on participation
> When> How often> What categories
• Implicit Customer Info> What topics "move them"
> What do they comment, rate, and vote on> What are the profiles of their "friends"
• Ongoing Dialog with the Customer
Successful Communities
• Don't just build it and sit back• Define clear goals for the community• Map the community to the culture• Ask relevent profile questions• Create relevant conversation topics • Leverage and create "Points of Enthusiasm"
• Synchronous Events are ideal "Points of Enthusiasm"> "Create Buzz" before, during and after> Capture the conversation as an assets > Create a "bump" in membership and participation andwork to
sustain
Dana BowlerCollaboration Consultant Cisco WebEx
AGENDA
Importance of facilitated discussion
Select a focused topic
Build engaging conversations
Weave the experience back in
Importance of Real Time Facilitated Discussion
• Real Time Discussions> Punctuated “face” time> Drives acknowledgment and commitment> Reset and redirect the tone of the community
• Facilitators help drive meetings, negotiations, and discussions> Create a space that is structured yet comfortable > Group dynamic convergence
• Focused Conversations> Live voice, live interaction
Importance of Real Time Facilitated Discussion
• Facilitated discussions vs. webinar presentations
www.gapingvoid.com
Real-time Facilitated Discussion
• Engages the audience : everyone is an active participant• Drives the content and group experience• Starts with a focused topic, yet the outcome evolves• Punctuates an emotive point in time
AGENDA
Importance of facilitated discussion
Select a focused topic
Build engaging conversations
Weave the experience back in
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Select a Focused Topic
• Leverage the “Point of Enthusiasm”
• What sparked your community’s interest?
• Get Risky> highest risk, highest reward
www.gapingvoid.com
Focused Topics
AGENDA
Importance of facilitated discussion
Select a focused topic
Build engaging conversations
Weave the experience back in
26
Build Engaging Conversations
• General to specific points within the topic
• Keep the sessions small (25 or less)
• Start the discussion as if you were in a room together> What would be the first thing you do?> Warm up the Group Voice
• Ask with the intent to listen, not the intent to respond> Come prepared with open ended questions> Be prepared for unexpected responses
Build Engaging Conversations
• Useful tools to keep the conversation going:
> Participant Panel – call members by name, recognize and acknowledge who is speaking
> Annotation Tools - take notes, check opinions, group resolve
> Raise Hand Tool - keep the conversation going / eliminates "interruption fear“
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Building Engaging Conversations
• Ask for the group resolve> Be open to their recommendations
Build Group Involvement
AGENDA
Importance of facilitated discussion
Select a focused topic
Build engaging conversations
Weave the experience back in
Weave the Experience Back into Community
• Post the recorded event
• Weave the resolve back into the discussion thread
• Report on outcomes – what was the group’s resolve, updates on progress
• Ask participants to share their feedback, publish the results
Engage your Audience in the conversation
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Keep the buzz going
What do you need to get started?
• All ingredients are available today> Combining the two is strategic, all technology is available
• If you have a community and want to integrate synchronous events > Contact : AdvancedServicesSalesTeam@webex.com
• If you want a community> Contact : http://
www.awarenessnetworks.com/company/contact.asp
Upcoming Sessions from Webex
• Jason Falls – June 24th
• Brian Solis – July 16th
• Adam Broitman – July 30th
• Meet-up at Enterprise 2.0 in BostonJune 23rd @ 6:30PM
Register at awarenessnetworks.com
Contact Information
• David CarterCTO, Awareness@dkrcarterdavid.carter@awarenessnetworks.com
• Dana BowlerDana.Bowler@webex.com @DaynStarr
© 2008 Awareness CONFIDENTIAL
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