Social Media Strategies

What’s on tap Fitting social media in the marketing strategy Social media case studies

Fitting social media in the marketing strategy

Social media case studies

Today, it’s less about what Social Media is … Rather what elements should be part of my marketing strategy? RSS feeds Podcasting Collaboration Discussions Tag clouds Wiki’s Microblogs Blogs Social networking Bookmarking Personalized Online Community Rich Media

Marketing Program Spend Too much focus on awareness Social Media

The Marketing Funnel/Buying Process Core goals often disconnected from budget focus Strategies focused on good CTA’s Traditional marketing budget focus Note: Funnel taken from Forrester’s Aug. 2007 study Marketing New Key Metric: Engagement Engage and differentiate via thought leadership, client references, and results Connecting to peers and SME’s Primary marketing goals

Strategies focused on good CTA’s

Engage and differentiate via thought leadership, client references, and results

Connecting to peers and SME’s

Online Marketing Strategy is Changing Areas losing interest Banner ads Sponsorships 2008 big winners for increased budget Website Email Search Continued cautious increases in investment Webcasts Video Social Media Awareness spend is shifting

Areas losing interest

Banner ads

Sponsorships

2008 big winners for increased budget

Website

Email

Search

Continued cautious increases in investment

Webcasts

Video

Social Media

Social Media Elements & Strategy Company community Public communities Social bookmarking RSS Multimedia sharing Diggs Blogs Microblogs A community is the only element that spans the whole funnel Marketing/Buying Funnel

Company community

Public communities

Social bookmarking

RSS

Multimedia sharing

Diggs

Blogs

Microblogs

The #1 Interactive Info Source: Communities

Gain Insights : Mine community content & Identify experts Boost Loyalty: Community Participants are: 9X more likely to revisit your site 3 2X as loyal 1 Purchase 2X as often 2 Purchase 5X more than the average client 2 Customers 50% longer than non-participants 4 Gain Control: Communities will form around your solution whether you choose to host them or not 1 The Business Case for Community 1 Forrester Research 2 McKinsey / Media Metrix Study 3 2004 Association of Support Professionals Study 4 2002 Study conducted by AT&T

Gain Insights : Mine community content & Identify experts

Boost Loyalty: Community Participants are:

9X more likely to revisit your site 3

2X as loyal 1

Purchase 2X as often 2

Purchase 5X more than the average client 2

Customers 50% longer than non-participants 4

Gain Control: Communities will form around your solution whether you choose to host them or not 1

Connecting Communities to Search

Communities and User-Generated Content Marketing Department focuses on core keywords (main website) User-generated content builds long tail keywords ( community )

Marketing Department focuses on core keywords (main website)

User-generated content builds long tail keywords ( community )

No User Content = Missed SEO Opportunity No community equates to missing ~20% of possible search visits

Long Tail Example – NetApp choosing the right backup technology NetApp discussion thread is #1 above some big publishers Computer World eWeek

NetApp discussion thread is #1 above some big publishers

Computer World

eWeek

Communities Also Impact Core Keywords Marketers can seed discussions, documents, etc. Links to core product pages built into the footer of any new post

Marketers can seed discussions, documents, etc.

Links to core product pages built into the footer of any new post

Thousands of links tied to your website domain relating to exactly how people talk about your solutions Let your customers and prospects drive your SEO strategy Connecting Communities to Search

Thousands of links tied to your website domain relating to exactly how people talk about your solutions

Let your customers and prospects drive your SEO strategy

Case Studies

Examples of Companies Using Communities Loyalty Enthusiast Innovation Partner Developer Event Education Support

Key Community Elements Loyalty Blogs Mobile option Reputation/Rewards Ratings Announcements Enthusiast Social networking Member-generated groups Rich media support RSS feeds Reputation/Rewards Innovation Polling Ratings Private groups Living doc’s (wiki’s) Uploading docs Partner Reputation/Rewards Announcements Ratings Living Documents Uploading docs Rich media (training) Foundational Elements Intuitive/easy to use Robust search Flexibility in theming Rich media Discussion threads User personalization Scalable architecture Powerful admin. tools

Foundational Elements

Intuitive/easy to use

Robust search

Flexibility in theming

Rich media

Discussion threads

User personalization

Scalable architecture

Powerful admin. tools

http://nikeplus.nike.com/nikeplus/ Enthusiast Community Connect those with similar interests Let users submit the content to social media sites Gain product insights from users of Nike equipment Case for Community Energizing, Listening, and Embracing

Connect those with similar interests

Let users submit the content to social media sites

Gain product insights from users of Nike equipment

Nike’s entire website strategy is changing to one that incorporates users comments and thoughts Trevor Edwards, VP of Global Brand Management 500,000 members 200,000 product related discussions 50 million miles of runs logged by members Communities are now an integrated part of Nike’s brand “ 40% of Nike+ community members become converts to the company’s shoes.” Business Results

500,000 members

200,000 product related discussions

50 million miles of runs logged by members

Communities are now an integrated part of Nike’s brand

http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa Support and Loyalty Community Be a better business partner Increase SMB market share Help SMB clients grow Case for Community Talking, Supporting, Listening

Be a better business partner

Increase SMB market share

Help SMB clients grow

Company look and feel Easy navigation Numerous active conversations

Company look and feel

Easy navigation

Numerous active conversations

The company is constantly learning Customers are constantly learning The company’s website is the meeting point for small business

The company is constantly learning

Customers are constantly learning

The company’s website is the meeting point for small business

Gave SMB clients a new way to promote their businesses B of A is at the center of hundreds of thousands discussions These conversations lead back to business for B of A Community member post 10/22/07 “ The more time I spend in this community, the more impressed I am with members’ answers. Thanks Bank of America for starting this online service.” Business Results

Gave SMB clients a new way to promote their businesses

B of A is at the center of hundreds of thousands discussions

These conversations lead back to business for B of A

http://www.ireport.com Brand / Loyalty Community Shares CNN’s passion about the news Able to learn from viewers what is newsworthy Invites citizen journalists to participate in CNN's newsgathering Case for Community Embracing, energizing, listening

Shares CNN’s passion about the news

Able to learn from viewers what is newsworthy

Invites citizen journalists to participate in CNN's newsgathering

CNN - need content

Lila King, CNN Senior Producer 125,000 iReports in 6 months 55,000 members 3,000 user generated video clips used on CNN news reports 70 active news assignments “ You get an amazing integration of what's actually happening on a hyperlocal level by people living the experience.” Business Results

125,000 iReports in 6 months

55,000 members

3,000 user generated video clips used on CNN news reports

70 active news assignments

Event Community http://vmware.com/communities/content/ Community expansion Build conference membership Grow content sharing Increase customer interactions Case for Community Energizing, Connecting

Community expansion

Build conference membership

Grow content sharing

Increase customer interactions

10,000-person conference, 100,000 online members 10,000+ conference sessions streamed weekly Idea exchanges drives product delivery and commerce Brings together customers, experts and partners in one integrated environment Eric Neilson, Director Web Communities Business Results “ We’ve turned our online conference site into a revenue-generating community .”

10,000-person conference, 100,000 online members

10,000+ conference sessions streamed weekly

Idea exchanges drives product delivery and commerce

Recommended Resources Web Slideshare Alltop.com Communities & SEO Webcast Anvil and Jive Software Books Groundswell Outside Innovation Do you need to be a subject matter expert to run a subject based community? – Intel Community manager roles and responsibilities – EMC Etiquette and Guidelines Examples – PCWorld Twitter? – P&G What organization does community management usually fit under? – John Deere Engagement with Social Media: Personal vs. Business purposes? – Kinaxis What are community metrics that you measure? – NetApp More questions??? Or for a completely new experience… Learn from and share with your peers on social media strategies www.jivesoftware.com/clearstep

Web

Slideshare

Alltop.com

Communities & SEO Webcast

Anvil and Jive Software

Books

Groundswell

Outside Innovation