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Integrating online community and social media 01.25.11 alt
 

Integrating online community and social media 01.25.11 alt

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Slides from the SF OCTribe meetup on January 25th, 2011 with Athena East.

Slides from the SF OCTribe meetup on January 25th, 2011 with Athena East.

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    Integrating online community and social media 01.25.11 alt Integrating online community and social media 01.25.11 alt Presentation Transcript

    • Tezza Yujuico, Co-Founder & COO
      Integrating Online Community and Social Media
    • Athena East-Powered Social Media Campaigns & Communities
      Athena East, Confidential
    • The Current Structure
      Community & Social are often in silos- run by different groups
      Managers have to deal with “Boil the ocean” directives
      3. Do you sometimes feel like:
      When you should have:
      © Athena East, Confidential
    • Building the right program
      • Choose and pilot programs to see what best supports your community objectives
      • Define your goals
      • Consider existing efforts: think about initiatives or teams you have to support, measure, enhance
      • “Bang for your buck”
      • Is it buildable?
      • Is it scalable?
      • Is it repeatable?
      © Athena East, Confidential
    • Case Study: Integrated Campaign
      +
      +
      Community
      Goal: Build a community of “pragmatic technologists” for Intel via Twitter and Facebook.
      Athena East: Post and moderate content across Twitter, Facebook, & Community Site. Build social media follower and fan base, and manage content.
      Results
      Within 14 weeks:
      • 7,140 New Followers
      • 4,374 New Fans
      • Follower index: 0.6X-0.7X (60-70% of the people we followed, followed
      us back)
      © Athena East, Confidential
    • +
      +
      Community
      Case Study: Engagement Marketing Program
      Build a social program to supplement their general media campaign
      • Create a simple message, that drives people to action
      • Engage on a personal level, keep it simple
      • Track: CTR, Engagement Index, Retweets, Amplification
      • 30,000 Engagements generated 1.1 Million unique views
      • 20% CTR
      • 5% Replied or Retweeted
      © Athena East, Confidential
    • Gather your tools
      • Editorial Calendar
      • Monitoring Tool
      • Engagement Guidelines
      • Escalation Trees/Watchlist
      • Report Formats
      • Other internal teams
      © Athena East, Confidential
    • Getting to good analysis: the data is out there…
      It’s how you process the content that counts
      Smart Data,
      Actionable Insights
      © Athena East, Confidential
    • Getting to good analysis: the data is there…
      Know what you’re looking for
      I guess these are all positive.
      Content of the Conversation
      • Advice
      • Support
      • News
      • Where to Buy?
      • Vs Competitors
      © Athena East, Confidential
    • Being a Leader = An Integrated Approach
      Tier 1: Operating in a flowing, dynamic model, but have a clear framework and strategy
      Tier 2: Operating with a limited strategy, or partially executed strategy
      Tier 3: Operating but with no/little/confusing strategy
      © Athena East, Confidential
    • Being a Leader
      Leaders are operating with a coordinated strategy across communication channels
      Leading companies have defined value propositions and roles for each communication channel, AND cultivate organic contribution
      In order to move into a leadership position an organization must develop an overall strategy and support plan for multiple channels
    • Landscape: Channel & Messaging
      Multiple Channels
      Microsoft
      Adobe
      Clear
      Value Prop
      Unclear Value Prop
      Single Channel
    • If you only remember 3 things
      Define your goals
      Take the time to get a process and build a framework for your program, BUT don’t be afraid to change!
      Think about your audience, be relevant to the conversation
      © Athena East, Confidential
    • Tezza Yujuico
      tyujuico@athenaeast.com
      415.279.2283
      Twitter.com/athenaeast
      Thank You
      © Athena East, Confidential