Mzinga Secrets Social Media Success


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Mzinga Secrets Social Media Success

  1. 1. Secrets to Online Community & Social Media Success Steve Murthey Director, Social Media Strategic Consulting Group Mzinga [email_address]
  2. 2. Agenda Introductions & Overview 7 Components for Successful Community Featured Case Studies Q & A Discussion
  3. 3. About Me <ul><li>Steve Murthey </li></ul><ul><li>Director, Social Media Strategic Consulting Group at Mzinga </li></ul><ul><li>Over 20 years of strategic planning, organizational development, management, and consulting experience with Fortune 500 corporations </li></ul><ul><li>Previous Experience: </li></ul><ul><li>Director of Solutions Engineering at O’Reilly Media </li></ul><ul><li>Managed multiple consulting & sales solutions organizations </li></ul><ul><li>Six Sigma green belt </li></ul><ul><li>Certified Professional of Human Resources (PHR) </li></ul><ul><li>BS in Communications from Northern Illinois University </li></ul>
  4. 4. What Does Not Make a Successful Community? <ul><li>“ Build it, and they will come” approach </li></ul><ul><li>Tools-focused approach </li></ul><ul><li>Solid strategy, but limited plan for execution </li></ul><ul><li>Failing to nurture on an ongoing basis </li></ul><ul><li>Not listening to your membership </li></ul><ul><li>Focusing on quantitative ROI over “customer franchise value” </li></ul>
  5. 5. 7 Components of a Successful Community Community Membership Acquisition & Retention Plan Strategy & Defined Business Objectives Ongoing Community Management Membership Communication Moderation Content & Programming Tools & Rollout
  6. 6. Membership Acquisition & Retention <ul><li>Criteria to consider: </li></ul><ul><ul><li>Who is your community targeting? </li></ul></ul><ul><ul><li>Why should they care about it? </li></ul></ul><ul><ul><li>What is your desired target interaction with your audience? </li></ul></ul><ul><ul><li>What’s in it for them? </li></ul></ul><ul><ul><li>How can you compete with other similar communities? </li></ul></ul><ul><ul><li>How will you retain them after they have become members? </li></ul></ul>Component
  7. 7. Membership Acquisition & Retention <ul><li>Featured Success: Think Big, Start Small </li></ul><ul><li>Clear membership acquisition plan </li></ul><ul><li>Began with employees, then created an advisory panel of experts </li></ul><ul><li>Invited a small group of their most vocal customers </li></ul><ul><li>Expanded outreach to their entire domestic list </li></ul><ul><li>Active member recognition </li></ul><ul><li>Recently expanded to international audience </li></ul>
  8. 8. Defined Strategy & Business Objectives <ul><li>Criteria to consider: </li></ul><ul><ul><li>What are your trying to accomplish with your community? </li></ul></ul><ul><ul><li>How will you measure success? </li></ul></ul><ul><ul><li>Who is the primary community “owner”? </li></ul></ul><ul><ul><li>What policies and processes do you need to put in place? </li></ul></ul><ul><ul><li>What are the roles and responsibilities associated with your community? </li></ul></ul>Component
  9. 9. Defined Strategy & Business Objectives <ul><li>Best Practices Community for Financial Firm Goal: Enable target audience (CFOs) to share best practices with each other, and learn from cross-sharing expertise. </li></ul><ul><li>Featured Lesson Learned: Lack of Alignment Inhibits Community Success </li></ul><ul><li>Community strategy was inconsistent with company business environment </li></ul><ul><li>Target audience (CFOs) generally aren’t tech-savvy, aren’t interested in sharing, and couldn’t see the value. </li></ul><ul><li>The company culture didn’t foster sharing, so getting internal buy-in and participation was difficult </li></ul><ul><li>Result: Stale content, poor communication and low traffic </li></ul>
  10. 10. Ongoing Community Management <ul><li>Criteria to consider: </li></ul><ul><ul><li>Who will manage day-to-day community interactions? </li></ul></ul><ul><ul><li>What are the standards for doing so? </li></ul></ul><ul><ul><li>Who is the voice of the community to your company? </li></ul></ul><ul><ul><li>Who will engage and develop your community? </li></ul></ul><ul><ul><li>Who will coordinate with community moderators? </li></ul></ul>Component
  11. 11. Membership Acquisition & Retention <ul><li>Featured Success: Amass Critical Knowledge </li></ul><ul><li>Recognized that seeding, facilitating, answering questions was important for their &quot;Workspaces&quot; product community </li></ul><ul><li>Initial launch in English enabled a referenceable knowledgebase for future International sites </li></ul><ul><li>Established significant escalation paths so additional questions could be forwarded to the right people in a timely fashion </li></ul>
  12. 12. Community Moderation <ul><li>Criteria to consider: </li></ul><ul><li>What are acceptable practices for user-generated content within your community? </li></ul><ul><li>How will you define your standards for member behavior? </li></ul><ul><li>How will you monitor user comments and posts on a daily basis? </li></ul><ul><li>Will you use a proactive or reactive approach? </li></ul><ul><li>Will you allow members to report violations, and if so, how? </li></ul>Component
  13. 13. Moderation <ul><li>API Developer Network for Software Company Goal: Allow internal and external developers to share information and collaborate online </li></ul><ul><li>Featured Success: Open Conversation Has Value </li></ul><ul><ul><li>Originally, the company did not intend to allow any negative comments to posted to the live site </li></ul></ul><ul><ul><li>They later realized that it hindered the benefits of the community: </li></ul></ul><ul><ul><ul><li>Immediate identification of bugs, </li></ul></ul></ul><ul><ul><ul><li>Vision into the conversations </li></ul></ul></ul><ul><ul><ul><li>Ability to more immediately address concerns and issues </li></ul></ul></ul><ul><li>Result: They changed their policy, and allowed open discussion. </li></ul>
  14. 14. Member Communications <ul><li>Criteria to consider: </li></ul><ul><ul><li>How will you initially communicate with members? </li></ul></ul><ul><ul><li>What are you communicating? </li></ul></ul><ul><ul><li>How will that communication differ in later stages? </li></ul></ul><ul><ul><li>How will communication differ depending on the type of member? </li></ul></ul><ul><ul><li>Who else needs to be involved in creating / approving member communications? </li></ul></ul>Component
  15. 15. Member Communication <ul><li>Featured Success: Clear Communication </li></ul><ul><li>Consistent, proactive outreach </li></ul><ul><ul><li>Weekly newsletter communication </li></ul></ul><ul><ul><li>Weight loss challenges </li></ul></ul><ul><ul><li>Focused on relevant, pertinent information— not selling </li></ul></ul><ul><ul><li>Consistent, but not overwhelming, communication </li></ul></ul>
  16. 16. Community Content & Programming <ul><li>Criteria to consider: </li></ul><ul><li>What types of content does the membership want? </li></ul><ul><li>Who will be responsible for providing the content for your community? </li></ul><ul><li>Will you create new content, or use existing material—or both? </li></ul><ul><li>What portion will be expert-driven and what portion will be user-generated? </li></ul><ul><li>What is the schedule for refreshing content? </li></ul><ul><li>What mix of static and event-based content will you use? </li></ul>Component
  17. 17. Community Content & Programming <ul><li>Featured Lesson Learned: Solid Strategy, Weak Execution </li></ul><ul><ul><li>Community strategy called for 50% of a full-time employee to manage community and aggregate content </li></ul></ul><ul><ul><li>Company allowed one person to spend less than 1 hour per week on the initiative </li></ul></ul><ul><ul><li>Result: Community adoption floundered and never met intended potential </li></ul></ul><ul><li>Best Practices Community for Financial Services Firm Goal: Enable target audience (CFOs) to share best practices with each other, and learn from cross-sharing expertise. </li></ul>
  18. 18. Community Tools & Rollout <ul><li>Criteria to consider: </li></ul><ul><li>What infrastructure and integration needs do you have? </li></ul><ul><li>Which social applications are best suited to support your community goals? </li></ul><ul><li>Would a phased implementation approach allow for a better community experience for you and your members? </li></ul><ul><li>Who will manage your community technology? </li></ul><ul><li>What future needs will you have, and will your selected solution support them? </li></ul>Component
  19. 19. Community Tools & Rollout <ul><li>Online International News Site Goal: Increase online readership and engagement </li></ul><ul><li>Featured Success: Deploy Tools For the Sake of Community </li></ul><ul><ul><li>Originally, organization intended to roll out blogs and discussions to every vertical. </li></ul></ul><ul><ul><li>Instead, they chose to deploy features first to the areas where they have the most content, and areas where they felt it garner the most interest. </li></ul></ul><ul><ul><li>This approach will allow them to more effectively manage content and conversations. </li></ul></ul>
  20. 20. Final Thoughts
  21. 21. Questions & Answers
  22. 22. Additional Resources Additional questions? Contact Steve Murthey [email_address] l (781) 328-2840 l <ul><li>Blogs </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Steve Murthey, Isaac Hazard, Heather Strout </li></ul></ul><ul><li>White Papers </li></ul><ul><li>- (Resource Center) </li></ul><ul><li>Articles </li></ul><ul><ul><li>- (News & Press) </li></ul></ul>