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