Bill Johnston Chief Community Officer Forum One Networks Social Media: Getting Beyond the Hype

About Forum One Networks Bill Johnston Chief Community Officer, Forum One Events Online Community Unconference – 6/10 in Mountain View, CA Research & Networking Online Community Research Network Online Community Compensation, Community ROI Services Community Strategy, Metrics, ROI & Reporting Frameworks

About Forum One Networks

Bill Johnston

Chief Community Officer, Forum One

Events

Online Community Unconference – 6/10 in Mountain View, CA

Research & Networking

Online Community Research Network

Online Community Compensation, Community ROI

Services

Community Strategy, Metrics, ROI & Reporting Frameworks

Topics Sorting through the hype Benefits of social media Developing a social media strategy The social media ecosystem Conducting an ecosystem audit Tips to get started

Topics

Sorting through the hype

Benefits of social media

Developing a social media strategy

The social media ecosystem

Conducting an ecosystem audit

Tips to get started

Sorting the hype Develop a strategy that includes: Clear organizational goals Definition of key audiences & their needs Ecosystem research Be willing to experiment / low stakes Accept that social media is a means (not an end) Pay attention to mass social platforms & movements Your organization’s strategy will be unique (if not, why bother)? ‘ If you don't know where you are going, any road will get you there.'

Sorting the hype

Develop a strategy that includes:

Clear organizational goals

Definition of key audiences & their needs

Ecosystem research

Be willing to experiment / low stakes

Accept that social media is a means (not an end)

Pay attention to mass social platforms & movements

Your organization’s strategy will be unique (if not, why bother)?

2009 Benefits of Social Media Relative Cost Continued growth in interest & participation Reach Effective way to add value to online & offline strategy Provides access to your organization Ability to “tell your story” and have an ongoing dialog

Benefits of Social Media

Relative Cost

Continued growth in interest & participation

Reach

Effective way to add value to online & offline strategy

Provides access to your organization

Ability to “tell your story” and have an ongoing dialog

2009 Social Media Strategy Define your audience and business goals Asses your customer / constituent needs Conduct an ecosystem audit Prioritize touchpoints, develop engagement strategy Develop policy, train participants Engage Measure Adjust engagement strategy, go to next phase

Social Media Strategy

Define your audience and business goals

Asses your customer / constituent needs

Conduct an ecosystem audit

Prioritize touchpoints, develop engagement strategy

Develop policy, train participants

Engage

Measure

Adjust engagement strategy, go to next phase

Ecosystem Diagram Corporate Site Mass Social Media (Facebook, You Tube, Linked In…) Independent Blogs Blogs Independent Communities Local User Groups Events Meetups Social Media Ecosystem Blogs Community Portal Idea Generation Discussion Groups

Social Media

Ecosystem

2009 Ecosystem Audit Find the places your organization, key staff, and issues are being discussed Blogs Twitter Social networks: (Facebook) groups, fan pages, events Independent communities Rich media sites (YouTube, Flickr) Discussion groups / mailing lists Events / In person meetups

Ecosystem Audit

Find the places your organization, key staff, and issues are being discussed

Blogs

Twitter

Social networks: (Facebook) groups, fan pages, events

Independent communities

Rich media sites (YouTube, Flickr)

Discussion groups / mailing lists

Events / In person meetups

2009 Outputs of Ecosystem Audit Influencers & Advocates Detractors, competitors Priority sites / touchpoints Issues Opportunities Research lays foundation for ongoing monitoring

Outputs of Ecosystem Audit

Influencers & Advocates

Detractors, competitors

Priority sites / touchpoints

Issues

Opportunities

Research lays foundation for ongoing monitoring

2009 Tips to Get Started Find a senior staff member to be the “SM champion” Blogging is a quick way to demonstrate success You will likely see “signs of life” from ecosystem audit, and ongoing monitoring Don’t wait on social media policy: rollout & training Don’t be afraid to course correct / start over with small stakes engagements (twitter, facebook)

Tips to Get Started

Find a senior staff member to be the “SM champion”

Blogging is a quick way to demonstrate success

You will likely see “signs of life” from ecosystem audit, and ongoing monitoring

Don’t wait on social media policy: rollout & training

Don’t be afraid to course correct / start over with small stakes engagements (twitter, facebook)

QA Q&A [email_address] http://www.forumonenetworks.com http://www.onlinecommunityreport.com

Q&A

[email_address]

http://www.forumonenetworks.com

http://www.onlinecommunityreport.com

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