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FEI Community Strategy with Comments

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  • People tend to think narrowly about community.
  • There are so many things you can accomplish beyond the most common support and marketing efforts. Be sure to think through exactly what the business wants to accomplish as well as the mechanisms before creating a strategy.
  • BIG shiny object! Don’t start your community from – I want what they have! Examples: I want a blog. Why? Because the competitor has one.
  • It is critical to begin any community with a strong foundation of business need. It will ensure that the value you receive from the community meets the expectations and needs. In addition, there are several driving questions you need to cover before you plan how to execute. Example of getting product feedback: Can use forums, blog with comments, wiki, ideas page, etc.
  • Discuss the SM strategy for a challenging demographic like the Scooter Store.
  • If you are a brand, do you have a SM Crisis plan?
  • Southwest did an amazing job with their recent incident. First the “firefighting” post on twitter, then directing people to the blog for a coordinated response. Response was factual and direct (not marketing fluff). Followed up with how they are going to fix it and then demonstrating that they have fixed it. FANTASTIC work.
  • Explain the use in evaluating an in line business problem. Don’t pick the tool you have, do the work and find the one that works the best.
  • Example of off center balance- Drive for new community users in adjacent segment. Results in more posts (including repetition) of “simple” questions and irritates the consistent users.
  • Biggest failure points.
  • Transcript

    • 1. Creating a Business Driven Social Media Strategy
      Dawn Lacallade
      Senior Consultant, ComBlu
    • 2. Let’s start with the basics.
      What is community?
    • 3. What is Community?
      An online vehicle for ongoing and mutually valuable engagement between a brand and its stakeholders.
      What tools are we including here?
      • Ideas
      • 4. Forums
      • 5. Blogs (with comments)
      • 6. Content exchanges
      • 7. Webinars and videos (with interaction)
      • 8. Ratings and reviews
      • 9. Third party sites
      • 10. Monitoring and listening
      Closed communities
      Groups
      Loyalty programs
      Polls
      Wikis
      Profiles and searching profiles
      Event calendars
    • 11. Narrow Thinking
      Photo Credit: http://www.flickr.com/photos/ru_anderson/3426120190/sizes/o/in/photostream/
    • 12. So many options!
      Website
      Grow traffic
      SEO
      Content creation- marketing
      Product recommendations
      Brand
      Crisis Management
      Case studies
      Direct communication with customers
      Find brand advocates
      Personalize the company
      Corporate or Exec branding
      Support
      Content creation- support
      Content creation- learning
      Questions and answers
      R&D
      Idea generation
      Prioritization
      Beta testing/ Focus Groups
      Strategic partnering
      Content Creation- software
      Sales
      Product recommendations
      Use cases
      Impulse buy
      Question & Answer- pre-sales
      Word of mouth marketing
      Internal Community
      Communication
      Knowledge sharing
      R&D
      New employee education
    • 13. Modify This Footer: View -> Header & Footer
      - Slide 6 -
      Ok, sign me up!
      How do I know
      where to start?
    • 14. Photo Credit: http://www.flickr.com/photos/andy_bernay-roman/69896791/sizes/o/in/photostream/
    • 15. The Model
      Map Metrics to Business Needs
    • 16. So many options!
      Website
      Grow traffic
      SEO
      Content creation- marketing
      Product recommendations
      Brand
      Crisis Management
      Case studies
      Direct communication with customers
      Find brand advocates
      Personalize the company
      Corporate or Exec branding
      Support
      Content creation- support
      Content creation- learning
      Questions and answers
      R&D
      Idea generation
      Prioritization
      Beta testing/ Focus Groups
      Strategic partnering
      Content Creation- software
      Sales
      Product recommendations
      Use cases
      Impulse buy
      Question & Answer- pre-sales
      Word of mouth marketing
      Internal Community
      Communication
      Knowledge sharing
      R&D
      New employee education
    • 17. The SCOOTER Store
      - Slide 10 -
    • 18. Social Crisis Management
    • 19.
    • 20. Types of Research and Insights
      Customer Insights (market research)- adoption, loyalty, branding, & competitive knowledge
      Product research (in product integration)
      Innovation (problem solving and future state)
    • 21. Product Management
      Industrial Research & Trends
      Generate Ideas
      Prioritize
      Input to Refine
      WOM Mktg
      Input: Better Requirements
      Strategic Direction
      Campaign Feedback
      Process Feedback
      Co-development
      Beta Testing- less bugs
    • 22. But there are limits.
    • 23. What can you do?
      How much are you willing to spend?
      How many people do you have to work these properties?
      How much business risk/transparency are you comfortable with?
      How comfortable are your customers in the online space?
      How high is the existing participation in your online community?
    • 24. The Model
      Map Metrics to Business Needs
    • 25. Careful tool selection.
    • 26. - Slide 19 -
    • 27. Metrics  ROI
      Metrics MUST be in the business terms the company is used to hearing!
      Examples: Contacts reduced and download assists
      Clearly outline the costs and risks
      Costs for setup: platform, design work, data migration, seed content, high initial participation from the company, data setup, PR costs, etc.
      Ongoing costs: direct headcount, time spent by others within company, dev for improvements & updates, costs to take action (act on ideas), contests, events, etc.
      Risks: low participation, negative responses, ideas that are not plausible, continuing costs, etc.
      Considerations
      ROI is a fluid concept- don’t get too locked in your measures. As new needs and tools are added, be sure to track them as well.
      Community measures can fluctuate dramatically especially in a new community. Set goals over a month or longer period of time.
      - Slide 20 -
    • 28. Reuse the Model
      When a new business need arises- reuse the model to evaluate the best tool.
      Once you have found success (and proven it with measures) with one tool, add more (slowly).
    • 29. Be sure to focus
      on the Consumer.
    • 30. Balancing the Needs
      Business
      Needs
      Customer/
      Community
      Needs
      Realistic Expectations
      Photo Credit: http://www.flickr.com/photos/tyger_lyllie/98488805/sizes/z/in/photostream//
    • 31. Value to the Community Members
      Save Time and Money
      Answer questions
      How to instructions
      Content exchange
      Being Heard
      Product feedback- ideas, implemented ideas, % of features
      Direct access to product teams
      Education
      From company or peers
      Recognition
      From the company, peers or the public.
    • 32. Caution:
      - Slide 25 -
    • 39. Who is ComBlu?
      Execution
      Strategy
      Business Analysis
      ROI Measures
      We’d love to talk!
      You can also check out:
      Dawn Lacallade, ComBlu
      dawn@comblu.com
      312.649.1687
      Our website:
      www.comblu.com
      Our Blog:
      www.comblu.com/blogs/Lumenatti
      Twitter:
      @ComBlu
      Kevin Lynch, ComBlu
      klynch@comblu.com
      312.423.4916

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