How To Build A Biz Case Webinar Presentation Final

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

Our Panelists
Bill Johnston, Chief Community Officer Forum One Networks
Rob Harles, Senior Vice President Sears Holdings Kate Niederhoffer, Senior Partner The Dachis Corporation

Making the case for social marketing Bill Johnston Chief Community Officer

Overview
Intro: Bill Johnston
Community builder since 1999
TechRepublic, Autodesk
Forum One Networks
Community Strategy Development – think “Ecosystem”
Making the case
Setting expectations
Common Mistakes (and how to avoid)

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

Making the case
Stakeholder’s Attitudes toward value Online Community (Dec 2008):

Making the case: Value in 2009
“ 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.”
“ There is a more intense focus on community and social media as a more cost-effective way to promote and sell products.”
“ 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.”

Making the case: tips
Cost / Reach / Results compared to other activities
Organic traffic vs. paid search
Ideas / feedback vs. focus group
Blogs vs. static web
Members *can* become more loyal / net promoters
Direct connection, opportunity for conversation
Becoming expected as part of the social business license
Cost of not engaging

Common mistakes
Focusing on fiduciary value only
Not aligning community goals with Corp / Division goals
Thinking quarter / quarter vs. year over year
Budget projections 2-3 years out
Understaffing
Not engaging / no corporate skin in the game
Being too risk-averse
Not “right-sizing” expectations

Building and Managing an Online Community
Practical Tips and Advice on How to Get Started and What to Watch Out For
Rob Harles
Senior Vice President

Getting Started – Community 101
Identify the customer value proposition upfront, e.g.
Help/answers
Connecting with others
Access to research/special content
Fame/recognition
Incentives or rewards

Setting the Vision and Objectives
Vision – Infuse the voice of the customer in everything we do
Objectives –
Define clear objectives
Measure, test and learn
Build customer engagement
Develop better view of customer demand
Enhance retention and loyalty

Finding and Engaging the Core Fanatics Regulars Passersby

Lessons and Watch-Outs
It’s not just about the technology
It is about authenticity – consumers can see through marketing tactics
Managing ≠ sanitizing
Incentives are not a substitute for a compelling value proposition
You don’t own your community, your customers do

Importance of Measurement Kate Niederhoffer Dachis Corporation

Acknowledge ambiguity of “good,” “vibrant,” “healthy”
Appealing to think there’s a gold standard, but one size does not fit all
Think of measurement as a framework for social incentives; a technical infrastructure to articulate a business goal
Attention, Authority, Engagement, Virality, Health are Intermediate goals
Measuring Communities

Many Goals, Many Metrics
Potential Goals :
Self- Support for cost-reduction
Knowledge Management
Customer Insight
Customer Acquisition
Employee retention
Productivity
Early Warning system
Brand Image
Potential Metrics :
Well-being - positive sentiment
Likelihood of response - answers per question
Ideas - number of novel suggestions
Activity - Volume of Posts, Number of messages per thread
Involvement - Posts per author
Popularity - Traffic, page views
Stickiness - Time spent in community
Backbone:
Volume : Number of posts ; Number of individuals talking Sentiment : Attitudes toward product, issue, brand, feature Topics : Factors driving discussion via content analysis
Traffic : Number of individuals participating in community; pages viewed
Time : Number of minutes spent in community

Takeaways
Think about metrics that tap into social constructs.
Explore unconventional angles.
Avoid the temptation to measure what’s available because it’s available.
Separate measurement from ROI.

Questions?
Bill Johnston, Chief Community Officer Forum One Networks Email: [email_address]
Twitter: http://twitter.com/billjohnston
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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