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Webinar:  How to Build a Business Case for Social Marketing January 28 th , 2009 Find more webcast archives & good blog co...
Our Panelists <ul><li>Bill Johnston, Chief Community Officer Forum One Networks </li></ul>Rob Harles, Senior Vice Presiden...
Making the case for social marketing Bill Johnston Chief Community Officer
Overview <ul><li>Intro: Bill Johnston </li></ul><ul><ul><li>Community builder since 1999 </li></ul></ul><ul><ul><li>TechRe...
Ecosystem Diagram Corporate Site Mass Social  Media (Facebook,  You Tube,  LinkedIn…) Independent  Blogs Blogs Independent...
Making the case <ul><li>Stakeholder’s Attitudes toward value Online Community (Dec 2008): </li></ul>
Making the case: Value in 2009 <ul><li>“ We find it’s not a negative change, it’s a positive one.  Any way of  reaching th...
Making the case: tips <ul><li>Cost  / Reach / Results compared to other activities </li></ul><ul><ul><li>Organic traffic v...
Common mistakes <ul><li>Focusing on fiduciary value only </li></ul><ul><li>Not aligning community goals with Corp / Divisi...
<ul><li>Building and Managing an Online Community </li></ul><ul><li>Practical Tips and Advice on How to Get Started and Wh...
Getting Started – Community 101  <ul><li>Identify the customer value proposition upfront, e.g. </li></ul><ul><ul><li>Help/...
Setting the Vision and Objectives <ul><li>Vision  – Infuse the voice of the customer in everything we do </li></ul><ul><li...
Finding and Engaging the Core  Fanatics Regulars Passersby
Lessons and Watch-Outs <ul><li>It’s not just about the technology  </li></ul><ul><li>It is about authenticity – consumers ...
Importance of Measurement Kate Niederhoffer Dachis Corporation
<ul><li>Acknowledge ambiguity of “good,” “vibrant,” “healthy” </li></ul><ul><ul><li>Appealing to think there’s a gold stan...
Many Goals, Many Metrics <ul><ul><ul><li>Potential Goals :   </li></ul></ul></ul><ul><ul><ul><li>Self- Support for cost-re...
Takeaways <ul><li>Think about metrics that tap into social constructs. </li></ul><ul><li>Explore unconventional angles. </...
Questions? <ul><li>Bill Johnston, Chief Community Officer Forum One Networks Email:  [email_address] </li></ul><ul><li>Twi...
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How To Build A Biz Case Webinar Presentation Final

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Listen to three leading experts in social marketing to discuss their real-world experiences in managing online communities and provide practical advice on how to build an effective business case and overall strategy for social marketing and community initiatives. Covered in these slides are ways to:

- Create an effective community strategy that drives tangible business results
- Move back to basics with community planning: focusing on the "why" vs. the "how"
- Develop an engagement measurement framework that maps to your overall community objectives
- Set the right expectations internally for your community initiative
- Avoid common mistakes

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  • Transcript of "How To Build A Biz Case Webinar Presentation Final"

    1. 1. Webinar: How to Build a Business Case for Social Marketing January 28 th , 2009 Find more webcast archives & good blog content at http://www.powered.com
    2. 2. Our Panelists <ul><li>Bill Johnston, Chief Community Officer Forum One Networks </li></ul>Rob Harles, Senior Vice President Sears Holdings Kate Niederhoffer, Senior Partner The Dachis Corporation
    3. 3. Making the case for social marketing Bill Johnston Chief Community Officer
    4. 4. Overview <ul><li>Intro: Bill Johnston </li></ul><ul><ul><li>Community builder since 1999 </li></ul></ul><ul><ul><li>TechRepublic, Autodesk </li></ul></ul><ul><ul><li>Forum One Networks </li></ul></ul><ul><li>Community Strategy Development – think “Ecosystem” </li></ul><ul><li>Making the case </li></ul><ul><li>Setting expectations </li></ul><ul><li>Common Mistakes (and how to avoid) </li></ul>
    5. 5. Ecosystem Diagram Corporate Site Mass Social Media (Facebook, You Tube, LinkedIn…) Independent Blogs Blogs Independent Communities Local User Groups Events Meetups Blogs Community Portal Idea Generation Discussion Groups
    6. 6. Making the case <ul><li>Stakeholder’s Attitudes toward value Online Community (Dec 2008): </li></ul>
    7. 7. Making the case: Value in 2009 <ul><li>“ We find it’s not a negative change, it’s a positive one. Any way of reaching the market more directly, and cutting out the middle-man, is a bonus in this climate.” </li></ul><ul><li>“ There is a more intense focus on community and social media as a more cost-effective way to promote and sell products.” </li></ul><ul><li>“ They're even more committed to supporting and expanding these services as they are much more cost effective , immediate and interactive than other forms of communication.” </li></ul>
    8. 8. Making the case: tips <ul><li>Cost / Reach / Results compared to other activities </li></ul><ul><ul><li>Organic traffic vs. paid search </li></ul></ul><ul><ul><li>Ideas / feedback vs. focus group </li></ul></ul><ul><ul><li>Blogs vs. static web </li></ul></ul><ul><li>Members *can* become more loyal / net promoters </li></ul><ul><li>Direct connection, opportunity for conversation </li></ul><ul><li>Becoming expected as part of the social business license </li></ul><ul><li>Cost of not engaging </li></ul>
    9. 9. Common mistakes <ul><li>Focusing on fiduciary value only </li></ul><ul><li>Not aligning community goals with Corp / Division goals </li></ul><ul><li>Thinking quarter / quarter vs. year over year </li></ul><ul><ul><li>Budget projections 2-3 years out </li></ul></ul><ul><li>Understaffing </li></ul><ul><li>Not engaging / no corporate skin in the game </li></ul><ul><li>Being too risk-averse </li></ul><ul><li>Not “right-sizing” expectations </li></ul>
    10. 10. <ul><li>Building and Managing an Online Community </li></ul><ul><li>Practical Tips and Advice on How to Get Started and What to Watch Out For </li></ul><ul><li>Rob Harles </li></ul><ul><li>Senior Vice President </li></ul>
    11. 11. Getting Started – Community 101 <ul><li>Identify the customer value proposition upfront, e.g. </li></ul><ul><ul><li>Help/answers </li></ul></ul><ul><ul><li>Connecting with others </li></ul></ul><ul><ul><li>Access to research/special content </li></ul></ul><ul><ul><li>Fame/recognition </li></ul></ul><ul><ul><li>Incentives or rewards </li></ul></ul>
    12. 12. Setting the Vision and Objectives <ul><li>Vision – Infuse the voice of the customer in everything we do </li></ul><ul><li>Objectives – </li></ul><ul><ul><li>Define clear objectives </li></ul></ul><ul><ul><li>Measure, test and learn </li></ul></ul><ul><ul><li>Build customer engagement </li></ul></ul><ul><ul><li>Develop better view of customer demand </li></ul></ul><ul><ul><li>Enhance retention and loyalty </li></ul></ul>
    13. 13. Finding and Engaging the Core Fanatics Regulars Passersby
    14. 14. Lessons and Watch-Outs <ul><li>It’s not just about the technology </li></ul><ul><li>It is about authenticity – consumers can see through marketing tactics </li></ul><ul><li>Managing ≠ sanitizing </li></ul><ul><li>Incentives are not a substitute for a compelling value proposition </li></ul><ul><li>You don’t own your community, your customers do </li></ul>
    15. 15. Importance of Measurement Kate Niederhoffer Dachis Corporation
    16. 16. <ul><li>Acknowledge ambiguity of “good,” “vibrant,” “healthy” </li></ul><ul><ul><li>Appealing to think there’s a gold standard, but one size does not fit all </li></ul></ul><ul><li>Think of measurement as a framework for social incentives; a technical infrastructure to articulate a business goal </li></ul><ul><ul><li>Attention, Authority, Engagement, Virality, Health are Intermediate goals </li></ul></ul>Measuring Communities
    17. 17. Many Goals, Many Metrics <ul><ul><ul><li>Potential Goals : </li></ul></ul></ul><ul><ul><ul><li>Self- Support for cost-reduction </li></ul></ul></ul><ul><ul><ul><li>Knowledge Management </li></ul></ul></ul><ul><ul><ul><li>Customer Insight </li></ul></ul></ul><ul><ul><ul><li>Customer Acquisition </li></ul></ul></ul><ul><ul><ul><li>Employee retention </li></ul></ul></ul><ul><ul><ul><li>Productivity </li></ul></ul></ul><ul><ul><ul><li>Early Warning system </li></ul></ul></ul><ul><ul><ul><li>Brand Image </li></ul></ul></ul><ul><ul><ul><li>Potential Metrics : </li></ul></ul></ul><ul><ul><ul><li>Well-being - positive sentiment </li></ul></ul></ul><ul><ul><ul><li>Likelihood of response - answers per question </li></ul></ul></ul><ul><ul><ul><li>Ideas - number of novel suggestions </li></ul></ul></ul><ul><ul><ul><li>Activity - Volume of Posts, Number of messages per thread </li></ul></ul></ul><ul><ul><ul><li>Involvement - Posts per author </li></ul></ul></ul><ul><ul><ul><li>Popularity - Traffic, page views </li></ul></ul></ul><ul><ul><ul><li>Stickiness - Time spent in community </li></ul></ul></ul><ul><ul><ul><li>Backbone: </li></ul></ul></ul><ul><ul><ul><li>Volume : Number of posts ; Number of individuals talking Sentiment : Attitudes toward product, issue, brand, feature Topics : Factors driving discussion via content analysis </li></ul></ul></ul><ul><ul><ul><li>Traffic : Number of individuals participating in community; pages viewed </li></ul></ul></ul><ul><ul><ul><li>Time : Number of minutes spent in community </li></ul></ul></ul>
    18. 18. Takeaways <ul><li>Think about metrics that tap into social constructs. </li></ul><ul><li>Explore unconventional angles. </li></ul><ul><li>Avoid the temptation to measure what’s available because it’s available. </li></ul><ul><li>Separate measurement from ROI. </li></ul>
    19. 19. Questions? <ul><li>Bill Johnston, Chief Community Officer Forum One Networks Email: [email_address] </li></ul><ul><li>Twitter: http://twitter.com/billjohnston </li></ul>Rob Harles, Senior Vice President Sears Holdings Email: [email_address] Kate Niederhoffer, Senior Partner The Dachis Corporation Email: [email_address] Twitter: http://twitter.com/katenieder
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