Title: Uppercase 44pt Arial Bold, White Sub: 16pt Arial Bold, Orange

Transform a “User” into an Engaged Fan / Follower Deirdre Walsh @deirdrewalsh Jive - Sr. Social Media Manager Carolyn Pawelek @cgpawelek Spredfast - Director of Social Services

PR, Public Affairs, Community Management, Social Media for Tech Companies Have always been a geek.

The Spredfast Partnership Ellen Westcott, Social Business Strategist Ellen helps clients achieve their full social potential through platform optimization and social strategy.

Matthew Cunningham, Custom Solutions Architect Matthew and his team create unique social encounters leveraging over 10 years of experience designing and developing award-winning applications.

Kavya Nath, Promoted Content Strategist Kavya specializes in social network promotions and assisting customers in getting the most out of their advertising spend via social.

Kristen Sussman, Community Management Kristen and her team expand the voice of the customer and assist with the measurement of social business success throughout the program.

Use this layout for content with an image-right

IMAGE DROPSHADOW Size: 100% Blur: 3.15pt Distance: 1.81pt Transparency: 65%

Body: 20pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Title: 28pt Arial Bold Sub: 18pt Arial Bold Use bold as a title

accent (sparingly)

•  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.”

CEO Alcatel Lucent

Social Intranet “ We have 10,000 users just 4

weeks after implementing Jive.”

Director of Intranet Strategy Bupa

Social Customer Service “ Every question that gets

answered on the community saves us $150.”

Director of Customer Support LANDesk

Social Marketing “ Students using Phoenix

Connect spent 25% more time on our student site on average.”

CEO Apollo Group

Sales Enablement “ New hire sales revenue

attainment increased by 30%.”

National Training Manager Toshiba

Use this layout to compare charts or show two side-by-side

Text: Less is more, people don’t read text crowded slides

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use bold as a title accent (sparingly)

Drive Trials of New Software Product Business Challenge

The Day You Give Them Jive

Title: 32pt Arial Bold, White Sub: 18pt Arial Bold, Orange 1. Define

Set clear goals that align with overall business objectives

Use this layout for long single column bulleted lists

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly)

•  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

Use this layout for long single column bulleted lists

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly)

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

Use this layout for long single column bulleted lists

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly)

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

Use this layout for long single column bulleted lists

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly)

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-level managers

2. Integrate Don’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

Sales Spredfast

R&D Marketing

Corp. Public Relations

Social DNA

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

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

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

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. Listen Monitor and respond to actionable conversation

Use this layout for long single column bulleted lists

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly)

•  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 truthful policies and training monitor the conversation and correct mistakes

Social Media Management

Use this layout for content with an image-left

Body: 20pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

IMAGE DROPSHADOW Size: 100% Blur: 3.15pt Distance: 1.81pt Transparency: 65%

Title: 28pt Arial Bold Sub: 18pt Arial Bold Use bold as a title

accent (sparingly)

Monitoring

Customer Relationships

Partner Relationships

Customer Service

Social Prospecting

Title: 32pt Arial Bold, White Sub: 18pt Arial Bold, Orange 4. Engage

Add value to the social streams

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Ensures value-added content creation & syndication – not more noise

Social Content Calendar

Integrated Social Media Marketing Approach

Use this layout for content with an image-left

Body: 20pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

IMAGE DROPSHADOW Size: 100% Blur: 3.15pt Distance: 1.81pt Transparency: 65%

Title: 28pt Arial Bold Sub: 18pt Arial Bold Use bold as a title

accent (sparingly)

Social Publishing Content Creation & Syndication

Call to Action: Try Jive

Live Tweeting from Events

Encourage Conversation

Use this layout for content with an image-left

Body: 20pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

IMAGE DROPSHADOW Size: 100% Blur: 3.15pt Distance: 1.81pt Transparency: 65%

Title: 28pt Arial Bold Sub: 18pt Arial Bold Use bold as a title

accent (sparingly)

Curation

Engage with Influencers

•  50% of Jive social content comes from other sources

•  Create conversations with influencers and “talkers”

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Interactive Facebook App Gamification

Office Hero Super Powers -  promote through timeline -  make engagement fun

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

“The Doer”: Marketing Manager, Community Manager “The Strategist”: Marketing Director “The Decision Maker”: Vice President, CMO

“Like” ads, Promoted Content, Right Rail Paid Engagements

5. Build Grow successful channels that you manage.

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Social Channels

6. Activate Reward and amplify key evangelists

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

REAL Office Heroes Employee= Best Brand Advocate

Thursday Thanks

Customer Spotlight

Social Advocate

Title: 32pt Arial Bold, White Sub: 18pt Arial Bold, Orange 7. Analyze

Track and report impact across business

Use this layout for quote slides

Body: 24pt Arial

Text: Less is more, people don’t read text crowded slides

To accent use orange copy (sparingly)

1.  Insert logo 2.  Use the resize

to placeholder feature

3.  Arrange > Center Align

Nearly 66% of interactive marketers are NOT currently measuring their social

marketing initiatives

This is a blank slide, use for image heavy slides

Text: Less is more, people don’t read text crowded slides

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use bold as a title accent (sparingly)

Text: For emphasis try orange text and/or Italic < bold

IMAGE DROPSHADOW Size: 100% Blur: 3.15pt Distance: 1.81 Transparency: 65%

1.  Insert Image 2.  Use the resize

to placeholder feature

3.  Arrange > Center Align

Analyze: Key Earned Social Media Metrics

Jive Software trial registrations

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

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!

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

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 Weeks Promoted Results

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

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

Use this layout for text-based slides

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

Use orange as a title accent (sparingly)

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Drove trials and had higher sales conversions than other marketing channels

Analyze: Key Business Metrics

This is a blank slide, use this for image heavy slides

Text: Less is more, people don’t read text crowded slides

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly)

Text: For emphasis try orange text and/or Italic < bold

IMAGE DROPSHADOW Size: 100% Blur: 3.15pt Distance: 1.81 Transparency: 65%

1.  Insert Image 2.  Use the resize

to placeholder feature

3.  Arrange > Center Align

7 Steps to become a Social Office Hero

Define Integrate Listen Engage Build Activate Analyze

Set clear goals that align with

overall business

objectives

Connect to

internal structure, process,

plans.

Monitor

and respond to actionable

convos

Add value to

the social streams

Grow

successful channels that you manage.

Reward and amplify key evangelists

Track and

report impact across

business

Use this layout for long single column bulleted lists

Body: 24pt Arial (ideal), 14pt Arial (minimum)

Text: Less is more, people don’t read text crowded slides

To accent copy use orange (sparingly)

Title: 28pt Arial Bold Sub: 18pt Arial Bold

Use orange as a title accent (sparingly) 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