building social community and increasing loyalty- social prep school series
DESCRIPTION
Social Success in the real world is the result of collaboration and teamwork; sit in on this session to learn how to build strong social communities and deepen social relationships. Social strategists from Jive, HomeAway and Spredfast will talk through ideas, best practices and examples of how to manage day-to-day community efforts with the end result of creating a loyal online community.TRANSCRIPT
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Building Social Community and Increasing LoyaltySocial Prep School Series
#SocialPrep
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Today’s Presenters
Courtney DomanSocial Media Specialist Spredfast@cjdoman@spredfast
Jennifer StaffordSocial Media ManagerHomeAway@jennstafford@HomeAway
Deirdre WalshSenior Social Media ManagerJive Software@deirdrewalsh@JiveSoftware
#SocialPrep
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Brand Loyalty“The degree to which a consumer consistently
purchases the same brand within a product class.” - AMA
#SocialPrepSources: American Marketing Association, Forrester
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Brand LoyaltyThe willingness and frequency of desire of a social
customer to engage with and on behalf of your brand.
#SocialPrep Source: Forrester
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CommunityOnline communities are bodies of people joined
together by a common interest.- Jeremiah Owyang, 2007
#SocialPrep Sources: web-strategist.com, Forrester
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People are tired of being talked at
Sources: FCC, Nielsen, MarketingProfs
44% of American homes own DVRs
217 M+ registered members of the Natl. Do Not Call List
Americans open less than 1 in 5 marketing emails
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People are opting in to Communicate
Are you delivering on the value that they expect and desire?
#SocialPrep
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Share
Comment
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People are Similar to their Networks
#SocialPrep
90% of internet users consider consumer recommendations to be most credible form of advertising- eMarketer, 2011
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We build relationships with brands the same way we build relationships with people.
We build relationships with others through many, lightweight interactions over time.
-Paul Adams @padday
#SocialPrep
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Who makes up your community?
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
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How do you connect with your community?
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Brand
Awareness
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How do you connect with your community?
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Brand
Awareness
Thought
Leadership
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How do you connect with your community?
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Brand
Awareness
Thought
Leadership
Community
Building
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Brand Awareness
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Promoted Content
Corporate Communications
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Thought Leadership
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Many light touches:
Share #socbiz content • Twitter, Facebook, LinkedIn
• Platform updates, Industry News
and Views
Spredfast Blog• Cross post
• Guest Blog
Occasional deep dives:
Webinars
Whitepapers
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Thought Leadership
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Many light touches:
Share #socbiz content • Twitter, Facebook, LinkedIn
• Platform updates, Industry News
and Views
Spredfast Blog• Cross post
• Guest Blog
Occasional deep dives:
Webinars
Whitepapers
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Thought Leadership
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Many light touches:
Share #socbiz content • Twitter, Facebook, LinkedIn
• Platform updates, Industry News
and Views
Spredfast Blog• Cross post
• Guest Blog
Occasional deep dives:
Webinars
Whitepapers
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Thought Leadership
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Many light touches:
Share #socbiz content • Twitter, Facebook, LinkedIn
• Platform updates, Industry News
and Views
Spredfast Blog• Cross post
• Guest Blog
Occasional deep dives:
Webinars
Whitepapers
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Community Building
Customers
Prospects
Employees
Industry Peers and
Partners
#SocialPrep
Harness Employee Advocates
Connect Customers & Employees
Use contests to incentivize
participation
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Community BuildingCustome
rsProspect
s
Employees
Industry Peers and
Partners
#SocialPrep
Harness Employee Advocates
Connect Customers & Employees
Use contests to incentivize
participation
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Community BuildingCustome
rsProspect
s
Employees
Industry Peers and
Partners
#SocialPrep
Harness Employee Advocates
Connect Customers & Employees
Use contests to incentivize
participation
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Building Loyalty and Engagement
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Loyalty Defined
What is loyalty in a marketing context?
Engage Contribute
Recommend
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Identifying AdvocatesHow do we know who our advocates are?• Net Promoter Score• Most active/engaged on social channels• Opt-ins to advocate program through marketing• Most engaged users on Community• Who are our social influencers
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Engage
What do fans love
about your
business?
Be Relevant: Give fans
content they want to see
Be Receptive to Feedback:Listen & Learn
Public Face: Social
communities are a public touch point
Special Access:• Discounts• Info on local• Access to employees and product tests
• Contests/promotions
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Connecting the Dots
Engage with fans across networks to build more interaction!
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Help Advocates Organize Case Study - Using Social and Community to Help Victims of Disasters
Natural Disaster
Organize Groups on Community
Owners offer
vacation rentals
free/discounted
Refugees book
temporary housing
Get word out -
Marketing, Social,
Community & PR
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Is this Approach Working?• Engagement
• Interactions/fan• Account Growth• Traffic/Users on Community• Engagement on Community
Measuring
• 198% Growth in New Fans YOY• 615% Increase in Facebook Engagement YOY• 883% Increase in Facebook Engagement/Fan
YOY• 600% Growth in Social Reach YOY
Social Media
• 27% Growth YOY• 49% Increase Conversations/Participant YOY
• 52% Growth in Participants YOY
Community
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Training & Collaboration
• Best Practice Sharing• Tools & Reporting Training
• Campaign & Content Planning
Tools• Social Management
• Analytics• Monitoring
Internal Case Studies & Best Practices
• Campaigns• Daily Content
Reporting• Executive Dash
• Social Managers Data
Scale
Scaling with Growth
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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
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1. DefineSet clear goals that align with overall business objectives
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• Increase awareness
• Reposition corporate brand
• Drive leads and software trials
• Foster loyalty and advocacy
Each with measurable targets
Ensure social goals align with business goals
Define: Campaign Goals
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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 Funnel
Define: Target Audience
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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 benefit
Define: Target Audience Goals
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Channel differentiation is key to building a social ecosystem
Define: 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
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2. IntegrateDon’t be an island. Connect to internal structure, process, plans.
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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 Relatio
ns
Social DNA
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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
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3. ListenMonitor and respond to actionable conversation
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• 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
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Monitoring
Customer Relationships
Partner Relationships
Customer Service
Social Prospecting
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4. EngageAdd value to the social streams
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Ensures value-added content creation & syndication – not more noise
Social Content Calendar
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Integrated Social Media Marketing Approach
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Curation
Engage with Influencers
• 50% of Jive social content comes from other sources
• Create conversations with influencers and “talkers”
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Interactive Facebook App
Gamification
Office Hero Super Powers- promote through timeline- make engagement fun
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“The Doer”: Marketing Manager, Community Manager
“The Strategist”: Marketing Director
“The Decision Maker”: Vice President, CMO
“Like” ads, Promoted Content, Right Rail
Paid Engagements
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5. BuildGrow successful channels that you manage.
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Social Channels: Jive Communities + Social Media
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6. ActivateReward and amplify key evangelists
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REAL Office Heroes Employee= Best Brand Advocate
Thursday Thanks
Customer Spotlight
Social Advocate
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7. AnalyzeTrack and report impact across business
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Nearly 66% of interactive marketers are NOT currently measuring their social
marketing initiatives
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Analyze: Key Earned Social Media Metrics
Jive Software trial registrations
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Fans and Follower Acquisition• 12% increase in Twitter followers directly attributed to
promoted content• More than 150% 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 Weeks
Promoted Results
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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!
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Drove trials and had higher sales conversions than other marketing channels.
Analyze: Key Business Metrics
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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
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Thanks!
Courtney Doman@cjdoman@spredfast
Jennifer Stafford@jennstafford@HomeAway
Deirdre Walsh@deirdrewalsh@JiveSoftware
#SocialPrep
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Contact us
@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast
Thanks for joining us!
#SocialPrep