developing business oriented communities using social media
DESCRIPTION
Everyone is talking about Social Media, but how it applies to the B2B environment? This document shows some basic steps to develop digital business oriented communities.TRANSCRIPT
Developing Business Oriented Communities Using Social MediaMarch 2011
Daniel Tártaro // [email protected] // @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• Originally made for personal usage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??
