Whats all the buzz about social media hey? The ultimate community, people starting to act more as a community online, not just using internet to get info, now sharing info and helping each other buy products, major impact for marketers, business is all of a sudden becoming personal! Marketers role not just to deliver information but to help customers connect and have conversations about the experience your product enables.
Social Media & Online Community Gavin Nathan, Social Media Evangelist [email_address] 781 328 2917
The Groundswell = new opportunities People fundamentally changing their online behavior – business is becoming personal Role of marketing shifting from disseminating information to facilitating online conversations
What’s the business value of being social? Customers who use community & social media to engage with businesses… 2007, Forum One Networks
Spend 54% more than non-community users
Report good experiences in forums 2x more often than in calls or mail
Remain customers 50% longer than non-community users
Target membership and desired interaction, acquisition (marketing) and retention, member ROI, and competition (other communities, other calls for target membership attention).
Strategy – Business Objectives Definition
The defined vision of the social media initiative and alignment with corporate strategy, business and financial goals and objectives of the initiative. Identification of documentation, decision making, ownership, policies, roles and responsibilities as related to community initiative.
Ongoing Community Management Plan
The plan for ongoing day-to-day community health – the “care and feeding” of the community. Usually supports pro-active community management and growth via community engagement and development, and alignment of the community to meet the community strategy & objectives.
Membership Communication Plan
Defines the methods and modes of communication to the membership for all phases of the community lifecycle.
Defines level and type of moderation, such as proactive scan or reactive moderation, use of word filtering, acceptable practices, and policies (such as TOS, violation reporting, and use of UGC).
Content Plan / Programming Schedule
The plan for sourcing and use of content - new & existing, internal & external, expert & user generated, static & event based.
Tools / Rollout Plan
The software and infrastructure enabling the social media initiative, includes rollout (all-inclusive) and future plans.
How will people respond to social media? Forums added Commenting added Profiles added (diverted traffic from posting activity) Profiles actually increased traffic over time as people became more comfortable with new features TalkBack widget added to link Comments to Users
Global, multi-lingual moderators help protect your brand & reduce risks
Online conversations Member Flags Determines member access rights & status Email Alerts & Status Flags Moderation Queue
Mzinga Social Media Solution Your Brand Pre-moderation Submitted content reviewed prior to posting; safe content posted to live site Response Moderation & Proactive Scanning Filtered content posted without advance review; moderators monitor live site for violations Flexible service options Content Seeding Our moderators populate your site with content to keep participation active
Robust Moderation Tools Scrub content, before it’s posted Designate member status & access rights Bozo These members see their posts, but others do not Voice Posts automatically bypass pre-moderation queue Probation Submitted posts entered into queue for review Gagged Allowed to access the community, but CANNOT post
Prohibited from entering the community
Profanity Force member to revise post, or we will automatically block out the word (####) Watch Words Posts with specific words will prompt an email notification (for market research) HTML Purification Blocks malicious code or scripts; protects members
How will you measure success? Users UGC Contextual Content Social Activities
Who are our most enthusiastic and influential customers?
How is the vibrancy of our community trending?
What are the hottest topics?
How successful are we at guiding the conversation?
How do you create social media? … and more AND / OR Your existing website, intranet, etc. Mzinga Destination Community Your Brand Mzinga Social Media Elements Enterprise SaaS Platform
Reporting & Analytics
Registration l (SSO) l Branding l Profiles l Word Filters l RSS l Search Widgets, APIs, templates Templates, widgets & direct links