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Building Social Community and Increasing Loyalty

VIEWS: 3 PAGES: 61

									Building Social Community
and Increasing Loyalty
Social Prep School Series

#SocialPrep
         Today’s Presenters




 Courtney Doman   Jennifer Stafford   Deirdre Walsh
 Social Media     Social Media        Senior Social Media
 Specialist       Manager             Manager
 Spredfast        HomeAway            Jive Software
 @cjdoman         @jennstafford       @deirdrewalsh
 @spredfast       @HomeAway           @JiveSoftware


#SocialPrep
              Brand Loyalty
“The degree to which a consumer consistently purchases
    the same brand within a product class.” - AMA




              Sources: American Marketing Association, Forrester
#SocialPrep
              Brand Loyalty
   The willingness and frequency of desire of a social
  customer to engage with and on behalf of your brand.




#SocialPrep           Source: Forrester
               Community
Online communities are bodies of people joined together
    by a common interest.- Jeremiah Owyang, 2007




#SocialPrep      Sources: web-strategist.com, Forrester
         People are tired of
           being talked at




217 M+ registered            44% of                         Americans
members of the               American                       open less than
Natl. Do Not Call            homes own                      1 in 5
List                         DVRs                           marketing
                                                            emails

                    Sources: FCC, Nielsen, MarketingProfs
          People are opting in to
              Communicate




  Are you delivering on the value that they expect and
                         desire?

#SocialPrep
Share
Comment
Like
Click
      People are Similar to their
              Networks




     90% of internet users consider consumer
     recommendations to be most credible form of
     advertising- eMarketer, 2011
#SocialPrep
 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
              Who makes up your
                 community?


                 Customers   Prospects




                              Industry
                Employees    Peers and
                              Partners




#SocialPrep
       How do you connect with
          your community?

    Brand Awareness
                      Customers   Prospects




                                   Industry
                      Employees   Peers and
                                   Partners




#SocialPrep
       How do you connect with
          your community?

    Brand Awareness
                      Customers   Prospects
    Thought
    Leadership
                                   Industry
                      Employees   Peers and
                                   Partners




#SocialPrep
       How do you connect with
          your community?

    Brand Awareness
                      Customers   Prospects
    Thought
    Leadership
                                   Industry
    Community         Employees   Peers and
                                   Partners


    Building


#SocialPrep
              Brand Awareness
    Promoted Content
                                Customers   Prospects
    Corporate Communications

                                             Industry
                                Employees   Peers and
                                             Partners




#SocialPrep
               Thought Leadership
 Many light touches:                       Customers   Prospects


    Share #socbiz content
     •   Twitter, Facebook, LinkedIn       Employees
                                                        Industry
                                                       Peers and
                                                        Partners
     •   Platform updates, Industry News
         and Views

    Spredfast Blog
     •   Cross post
     •   Guest Blog

 Occasional deep dives:
    Webinars
    Whitepapers




#SocialPrep
               Thought Leadership
 Many light touches:                       Customers   Prospects


    Share #socbiz content
     •   Twitter, Facebook, LinkedIn       Employees
                                                        Industry
                                                       Peers and
                                                        Partners
     •   Platform updates, Industry News
         and Views

    Spredfast Blog
     •   Cross post
     •   Guest Blog

 Occasional deep dives:
    Webinars
    Whitepapers




#SocialPrep
               Thought Leadership
 Many light touches:                       Customers   Prospects


    Share #socbiz content
     •   Twitter, Facebook, LinkedIn       Employees
                                                        Industry
                                                       Peers and
                                                        Partners
     •   Platform updates, Industry News
         and Views

    Spredfast Blog
     •   Cross post
     •   Guest Blog

 Occasional deep dives:
    Webinars
    Whitepapers




#SocialPrep
               Thought Leadership
 Many light touches:                       Customers   Prospects


    Share #socbiz content
     •   Twitter, Facebook, LinkedIn       Employees
                                                        Industry
                                                       Peers and
                                                        Partners
     •   Platform updates, Industry News
         and Views

    Spredfast Blog
     •   Cross post
     •   Guest Blog

 Occasional deep dives:
    Webinars
    Whitepapers




#SocialPrep
              Community Building
    Harness Employee Advocates
                                    Customers   Prospects
    Connect Customers & Employees
    Use contests to incentivize                  Industry
                                    Employees   Peers and
    participation                                Partners




#SocialPrep
              Community Building
    Harness Employee Advocates      Customers   Prospects


    Connect Customers & Employees
                                                 Industry
    Use contests to incentivize     Employees   Peers and
                                                 Partners

    participation




#SocialPrep
              Community Building
    Harness Employee Advocates      Customers   Prospects


    Connect Customers & Employees
                                                 Industry
    Use contests to incentivize     Employees   Peers and
                                                 Partners

    participation




#SocialPrep
Building Loyalty and
    Engagement
         Loyalty Defined
What is loyalty in a marketing context?




     Engage         Contribute      Recommend
    Identifying Advocates
How 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
                         Engage
                                     Public Face:
                Be Receptive to
                  Feedback:              Social
                                   communities are a
                Listen & Learn
                                   public touch point



                                                  Special Access:
                                                  • Discounts
  Be Relevant:                                    • Info on local
Give fans content                                 • Access to employees
they want to see                                    and product tests
                              What do             • Contests/promotions
                             fans love
                            about your
                            business?
      Connecting the Dots

Engage with
fans across
networks to
build more
interaction!
Help Advocates Organize
Case Study - Using Social and
Community to Help Victims of
Disasters




                        Get word      Owners
            Organize      out -         offer      Refugees
Natural    Groups on
                       Marketing,     vacation       book
Disaster                 Social,       rentals    temporary
           Community   Community    free/discou     housing
                          & PR          nted
   Is this Approach
       Working?
            • Engagement
            • Interactions/fan
Measuring   • Account Growth
            • Traffic/Users on Community
            • Engagement on Community



            • 198%   Growth in New Fans YOY

  Social    • 615%
            • 883%
                     Increase in Facebook Engagement YOY
                     Increase in Facebook Engagement/Fan
              YOY
  Media     • 600%   Growth in Social Reach YOY




            • 27% Growth YOY
Community   • 49% Increase Conversations/Participant
              YOY
            • 52% Growth in Participants YOY
    Scaling with Growth
       Training &                      Tools
      Collaboration              • Social Management
    • Best Practice Sharing           • Analytics
 • Tools & Reporting Training        • Monitoring
• Campaign & Content Planning



                         Scale
Internal Case Studies &             Reporting
     Best Practices                • Executive Dash
         • Campaigns            • Social Managers Data
       • Daily Content
Social throughout customer journey




 Awareness         Engage          Try             Buy               Use              Loyal
 • Social          • Social        • Online        • Customer        • Adoption kit   • Webcasts
   advertising       marketing –     community       reference and   • Jive Talks     • Champions
 • Influencer        earned and      support and     case studies      best           • Rewards and
   relationship-     owned           engagement      in blog posts     practices        reputation
   building                        • Social                                           • Gamification
 • Syndication                       sharing in
   and curation                      trial
1. Define
Set clear goals that align with overall
business objectives
Define: Campaign Goals
Ensure social goals align with business goals



• Increase awareness
• Reposition corporate brand
• Drive leads and software trials
• Foster loyalty and advocacy


Each with measurable targets
Define: Target Audience
Talkers – Flip the Funnel



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.
Define: Target Audience Goals
Don’t forget – both sides need to benefit



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
Define: Role of Each Social Platform
Channel differentiation is key to building a social ecosystem

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.
Integrate: All Teams
Social DNA

                                    Employees         Mgmt.

  everyone is impacted by social

                                            Suppor
                                                              Agency
  virtual social media team with               t
  contacts in key departments

  formalize employee social media   Spredfast         Sales
  guidelines

  social media trainings                        R&D       Marketing



  empowered and rewarded
  participation                      Public
                                                      Corp.
                                    Relations
Integrate all social strategies
Integrate promoted, earned, and owned social actions to drive activity, reach, and engagement




                            Social Media Users


                             Social Impressions

                                 Engagement

                               Fan / Follower              Acquisition +
                                Acquisition                Engagement =
                                                           Leads
                                    Action




                                 JIVE LEADS
3. Listen
Monitor and respond to actionable
conversation
Social Media Management



• 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
Monitoring           Partner Relationships

Social Prospecting




                                   Customer Relationships
Customer Service
4. Engage
Add value to the social streams
Social Content Calendar
Ensures value-added content creation & syndication – not more noise
Integrated Social Media Marketing
            Approach
Curation

Engage with Influencers




                          • 50% of Jive social content
                            comes from other sources
                          • Create conversations with
                            influencers and “talkers”
Gamification
Interactive Facebook App


 Office Hero Super Powers
     - promote through timeline
     - make engagement fun
Paid Engagements
“Like” ads, Promoted Content, Right Rail

“The Doer”: Marketing Manager, Community Manager




“The Strategist”: Marketing Director




“The Decision Maker”: Vice President, CMO
5. Build
Grow successful channels that
you manage.
Social Channels: Jive Communities + Social Media
6. Activate
Reward and amplify key
evangelists
REAL Office Heroes             Employee= Best
                               Brand Advocate
 Social Advocate




 Customer Spotlight



                      Thursday Thanks
7. Analyze
Track and report impact across
business
Nearly 66% of interactive marketers are
 NOT currently measuring their social
         marketing initiatives
Analyze: Key Earned Social Media Metrics




               Jive Software trial registrations
Promoted Results
Paid Social Media – Two Weeks



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%.
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!
Analyze: Key Business Metrics

Drove trials and had higher sales conversions than other
marketing channels.
7 Steps to become a Social Office Hero




Define       Integrate   Listen      Engage       Build     Activate Analyze


 Set clear   Connect to  Monitor     Add value      Grow      Reward    Track and
goals that    internal      and        to the    successful and amplify  report
align with   structure, respond to     social     channels      key      impact
  overall     process,  actionable    streams     that you evangelists   across
 business      plans.     convos                  manage.               business
objectives
                  Thanks!




 Courtney Doman   Jennifer Stafford   Deirdre Walsh
 @cjdoman         @jennstafford       @deirdrewalsh
 @spredfast       @HomeAway           @JiveSoftware




#SocialPrep
                Contact us
    info@spredfast.com

    @Spredfast

    Slides from today’s presentation can
    be found at
    www.slideshare.net/spredfast

              Thanks for joining us!
#SocialPrep

								
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