This presentation showcases the steps needed to develop a successful social media strategy. It focuses on building a good process for listening and engaging with key stakeholders across the Social Web.
Thrive on Jive: 6 Pillars of Social Media Marketing Success
Deirdre Walsh Listen Up: Tips for Social Social Media & Community Program Manager Media Success National InstrumentsMy name is Deirdre Walsh and for the last 5 years I’ve managed the social business programat National Instruments.
Agenda • Brief Introduction • Social Media Management Overview • 6 Pillars of Social Media Success @deirdrewalsh • Discussion and DebateDuring today’s session, I’ll be giving a brief overview of the social media program at NI, sharewith you some best practices for how to build or improve your current program, and thenopen it up to some great discussion and debate.
National Instruments • Established in 1976 in Austin, TX • Sells to a broad base of more than 30,000 different companies worldwide • More than 5,200 employees; operations in ~40 countries • No one customer representing more than 4 percent of revenue and no one industry representing more than 15 percent of revenue. • $873M Revenue in 2010 • Fortune’s100 Best Companies to Work For 12th Consecutive YearFirst, I want to provide a brief overview on National Instruments. Headquartered in Austin,we sell hardware and software into more than 30,000 different companies worldwide. Noindustry represents more than 15 percent of our revenue. So, it’s essential for us to have astrong community that connects like-minded engineers and scientists so they can provideeach other support and share best practices for their speciﬁc application.
Integrated Social Business Properties Developer Community NI Talk Social Media Engage Engage Engage Customers Employees the Social Web • Community-Based Support • Innovation Acceleration • Product Launches • Customer Innovation • Sales & Channel Enablement • Community Recruiting • Event Communities • Corporate Communications • Social Brand Management • Account Management • Expertise Location / Corporate Directory • Service Everywhere • Social Commerce • M&A Integration • Social Selling • Marketing • Contact Center Enablement • Competitive IntelligenceTo do this, we utilize Jive Social Business Software, we have integrated tools to engage withcustomers, employees and all of the conversations on the social Web. The best part is that allof these platforms are integrated and this is unique. Often at enterprises today you haveproduct marketing or support teams in charge of branded communities, HR or employeecommunications responsible for internal collaboration, and PR or marketing teams drivingstrategy for platforms like Facebook and Twitter. But with Jive it becomes less about thetechnologies and more about connecting the right conversations to the right subject areaexperts.Our social business efforts have won us two Forrester Groundswell awards for supporting andembracing our customers. For today’s presentation, I’m going to be focusing on the thirdarea - Social Media.
Questions We Want Answer • Where are our customers online? • Who should participate in conversations on the social Web? • What platforms should be participating on? • What are the digital proﬁles of our prospects? • Who are the inﬂuencers and who trusts them? • What is the sentiment of our products and brand? • How do we measure success?As a social media manager, there are a number of questions I want answered - where are ourcustomers? who are the key inﬂuencers? what is our brand sentiment?
6 Pillars of Success Listen Deﬁne Integrate and Build Activate Analyze Engage Don’t be an Set clear island. goals that Monitor and Grow social Reward and Track and Connect to align with respond to community amplify key report impact internal overall actionable membership & inﬂuencers & across structure, business conversations engagement evangelists business process, objectives plans. Across the Social WebTo help address all of these areas, I’ve come up with the 6 pillars of social media success.The three in light blue are internally focused. It’s really important to get alignment internallybefore engaging externally. The other blue rainbow items will three teach you how to bestinteract with your customers. Today, I’ll be walking through each of these six areas.
1 Deﬁne. Set clear goals that align with overall business objectives Utilize a planning framework (like Forrester’s POST method) to determine audience, goals, strategies, and technologies. - Support: Ensure Customer Success - R&D: Obtain Product Feedback - Sales: Drive New/Repeat Business - PR: Increase Awareness and Manage Reputation - Marketing: Increase Loyalty - Web: Increase Online EngagementThe ﬁrst step to any social media plan is to set clear goals that align with your overallbusiness objectives. At NI, I’ve developed our social media program to help meet core goalsaround support, development, sales, and marketing.
1 Deﬁne. Set clear goals that align with overall business objectives Understand one size doesn’t ﬁt all. Sam ple Support - Real-time news updates Marketing - Demonstrate thought leadership Awareness - Provide help and collaborate Awareness - Create emotional connection through visual storytelling Training - Provide how-tos Support - Product reviews Lead Generation - Sales contact management Product Development - Prospect insights Marketing - Corporate recruiting Support -Insight into personal interest Marketing -High engagement Community Building -News dissemination Marketing -Thought leadership position Lead Generation -Share multiple types of content Awareness -Search engine optimization Community Building -Visual aids to increase awareness Awareness -Humanize brandAdditionally, I’ve setup best practices for how to use each social media platform toaccomplish these objectives. I’ve found that it’s not a one-size-ﬁts-all model. A site likeTwitter is great for real-time customer service and news updates, while a platform likeLinkedIn is better for lead generation and even getting product feedback. It’s important toreally spend time understanding these ever-changing technologies and how your audiencewants to interact with you on them.
2 Integrate. Don’t be an island. Connect to internal structure, process, plans. • To be successful on the social Web, you must ﬁrst align internal roles, processes, policies and stakeholders. • Organizational Structure and Business Planning NI Executive Social Business Council Marke-ng Product Marke-ng Web and IT Business Support and R&D Communica-ons -‐ Intelligence Regional, Sales Virtual Social Media Team Community Team (off domain - ie Facebook) (NI Communities) - Includes each one of the marketing - Internal and external collaboration functions (Ad, PR, DM, Events, etc) - Regional Representation - Connection to SalesThe next step is to integrate social business. You must align with internal roles, processes,policies, and stakeholders. In 2006, I setup a cross-functional, social business steering teamthat is still working today. This group of executives helps ﬁnalize the plans, metrics andtargets for our overall program. And really this group helps our entire company evolve andembrace collaboration technologies.We also have two working groups that are in charge of the day-to-day execution. One is theVirtual Social Media Team. It includes representatives from across marketing communicationsin areas like advertising, PR, events, etc. It also is our connection to the branches globallyand to our sales organization. This group focuses on platforms off our domain like Facebookand YouTube and their purpose is two fold 1) integrate social into traditional outlets and 2)work on social media speciﬁc projects. So for example a writer who sits on our content teamand writes articles for our e-newsletter also is repurposing that content for Twitter.On the other side I have the Community Team - a great group of folks that are responsible forthe NI Communities both internal and external.
2 Integrate. Don’t be an island. Connect to internal structure, process, plans. • Policies and Process - ie. social media guidelines, listening process • Training - enable employees and build core competencies for socialOnce I had the organizational structure setup, I started working over the last few years to setclear policies. The center of this is good social media guidelines. And this isn’t an easyprocess. It took me several months to get the guidelines written and approved by the variousstakeholders from HR, legal, etc.I’ve also created several training options. It ranges from formal programs like NI BlogCollege, which take a few hours to complete, to simple how-to tutorials on getting started onTwitter. Of course, all of these things are stored on our employee community and reallyenable the entire workforce to successfully join in the conversation.
3 Listen and Engage. Monitor and respond to actionable conversations The social web provides insight into what is being said about your company, products, markets, and the competition. Social media management is more than just mass media. It’s about building valuable relationships. Re-active monitoring - tracking important wikis, forums, blogs, and other Web content for customer sentiment, service problems, leads, market trends, and competitive insights. Critical notion of Service Everywhere - we can now engage customers and prospects to quickly identify opportunities and threats, broadly share them in real-time, and collaboratively respond.Once you have deﬁned your plan and integrated it into the business, you’re ready to startlistening and engaging on the social Web. Beyond your corporate Website, there is a vastamount of information about your company brand, products, markets and even yourcompetition. Often times people see social media management as just another mass mediamarketing tool, but if used correctly it can give you great insight and allow you to buildmeaningful relationships that impact the business.You can see by the example on the left that the ﬁrst step is to listen. On a daily basis, myteam is using Jive to monitor for both opportunities and threats on the social Web, sharethem with key stakeholders in real-time and collaboratively respond. In this case, we heardwhat the customer was saying, invited them to participate on our support community, andchanged their perception of our company. Not bad for 140 characters!
Ethics and Standards • FTC Guidelines for Social Media Outreach 1. Create social media policies and training programs. 2. Require disclosure and truthfulness in social media outreach. 3. Monitor the conversation and correct misstatements. http://www.socialmedia.org/disclosure/Listening is no longer just a nice to have. The FTC now has 3 main guidelines for socialmedia outreach - like we discussed you should create social media policies and trainingprograms (if this is done well the company will not be held liable for social media mishaps),like our mother’s taught us we must be truthful in our outreach and ﬁnally we must monitorthe conversation and correct mistakes.Now, for some companies, this is extremely difficult. As I mentioned in the beginning, noindustry represents more than 15 percent of NI’s revenue. Therefore, on any given day ourcustomers our talking about topics that range from robotics, to medical device design toaerospace. So, I had to create a process to manage all of these conversations on the socialWeb and engage with key stakeholders internally who could help with the response. Therewas no way that one person or even a team of people could know that answers to all of thesetopics.The problem was most social media listening tools from both a technology and a pricingstandpoint were built for small team use and not integration across the enterprise. But Jivewas different.
Social Media Monitoring Process Social Media Monitoring Employee Listening Network Finds content online about supplements monitoring tool company, products, or key topics of interest Social Media Coordinator Checklist Objectives: Support, Product Feedback, - Business Objectives Alignment Sales, Awareness, Loyalty, Reputation - Network Activator Management, Community Building - Historical Relationship - Valuable Linking (SEO) Post “Actionable Conversations” in Employee Community - Coordinator responds or alerts internal experts of relevant, new posting and includes direct link - Employees collaborate on most valuable response using content evaluation ﬂowchart - Member of “core team” or topic expert responds on original platform and links to valuable content - Conversation is tracked and recordedTadah. So, here is our formal social media monitoring process. I have a social mediacoordinator who acts like a old school telephone operator. He uses the monitoring tool inJive as well as collects information from our 5,000 employees about they key conversationsabout our brand, products, etc. He then applies a ﬁlter. He looks to see if the conversationhelps us meet one of our core social business objectives, which I shared earlier, he looks atthe source to see if they are inﬂuential or if we have a historic relationship with them or if itwould be good from an SEO standpoint.If it meets one of the items on the checklist, he posts the link to the “actionable conversation”directly into our employee community. We can then have a private conversation about thebest response and pull in topic experts.
Response Workﬂow Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Do you want Evaluate the Does customer need/ to respond? message purpose deserve more info? Yes Inquiry No Is it a Unhappy Yes Are the facts No Gently correct the Response support Customer? correct? facts No issue? Yes No Yes Can you Yes No Can you add Dedicated Are the facts answer in <2 value? mins? Complainer? correct? No Yes No Yes No Answer or Is the Explain what is being Respond in Thank the Yes point to Comedian? problem done to correct the kind & share person resource link being fixed? issue. No Yes Direct to Encourage Post in *Modiﬁed from Altimeter Forums Let post stand and Idea Exchange Presentation monitor.Since I work at an engineering company, we’ve even modiﬁed a common response ﬂowchartfrom Altimeter to determine next steps.Then, all of these conversations are tracked, recorded and searchable for inclusion in metricsreports as well as future reference.
Sentiment Scoring Somewhat Somewhat Negative Neutral Positive Negative Positive widespread a low level inﬂuencer a high level inﬂuencer a low level inﬂuencer complaints, a high and/or a member of and/or a member of posts that carry no and/or a member of level inﬂuencer and/ a low ranking a high ranking emotional a low ranking or a member of a medium makes a medium makes a connotation medium makes a high ranking medium positive post positive post negative post makes a negative postThe ﬁnal step is to assign a sentiment score. This helps us keep track of our overall brandperception on the social Web. Now, sentiment is subjective, but we have developed ways touse sentiment to help track the online attitude, opinion or intended meaning of a writer andtheir message. I ﬁrst created a 5 level approach that we can use with Jive.
Sentiment Analysis • Subjectively aims to determine the online attitude, opinion, or intended meaning of a writer and their message. • In evaluating sentiment, you must take several things into consideration: - Context, Location, Keyword, Degree of Emotion, Author vs. Disseminator • There are also a few different types of inﬂuence to consider: - User in our community - General trust rank - The medium/outlet - Content of the mention • Exclude certain types of postings, as they add little to no value to the conversation: - Job postings, Torrents, Press releases, Spam sitesTo dig a bit deeper, I wanted to share with you some of the things we consider and omit.
Sample AnalysisIt also helps identify potential crisis situations if we see huge dips in a given timeframe.According to Visible Technologies, which manually scored more than 8 million socialweb mentions, 80% of the conversation is neutral. Therefore, it’s really important totake action on the outliers.
Proactive Conversations Source: Corporate Executive BoardBut the social Web isn’t just about being reactive. Since you have unlimited keyword searchesin Jive, you are able to join in on the conversations you really want to be a part of. Here is anexample. Emilie Kopp is our internal subject area expert on robotics - a market that we arefairly new to and still trying to establish credibility in. She was listening to a blogger talkabout robotics, and even though it didn’t mention NI and was able to add value to theconversation and even link back to her own blog and targeted discussion space on ourcommunity. This simple task opened up dialogue and helped us build a relationship with oneof the topic subject area experts in the world.
Competitive Advantage • Real-time insight into competitors • Brand sentiment, media distribution, key inﬂuencers, newsYou can also proactively get great real-time insight into your competitors. You can scoretheir brand sentiment, look at where they are being discussed, who their key inﬂuencers areand even just stay updated on their news all in one place.
4 Build. Grow social community membership & engagement • Pro-active marketing - value-added content creation and syndication for social networks, blogs, ads on social outlets, etc. Creating special incentives, activities, and information just for community members. • Sometimes this means joining a strong community or centralizing a presence (does 1000 Facebook groups ring a bell?). • More about “actionable conversations,” activity, and engagement (RTs) than just fans and followers.Beyond monitoring, the next step in any social media program is to build or joining a strongcommunity on these platforms.By creating and syndicating specialized content for social networks, you move from becomingjust another marketer on Facebook to a trusted advisor. To be successful, at least 50 percentof your content should be things written by others and conversations you are having withyour audiences. You’re metrics become more about the value you are adding to conversationand less about the number of fans or followers.But this takes work. You can see a screenshot here of our content editorial calendar. Justlike we would with other marketing communications tactics, we have a strategic plan andtrack performance of our messages as well as high-level themes.
e-newsletter Facebook Community Integrating messages across all community platformsBut these messages don’t have to come from thin air. While it is good to create some contentjust for social outlets. We also make sure that our messages don’t live in a silo.JUST TALK TO THIS: For example, we are playing off March Madness right now and created acoding competition for our users. This relevant Facebook content links directly to our robustdeveloper community, where we have greater platform capabilities as well as control over thedata.
5 Activate. Reward and amplify key inﬂuencers & evangelists • Utilize knowledge gained from your listening activities to amplify the voices of key inﬂuencers. • Beyond spreading positive information about your brand, educated evangelists can be your frontline of defense. It’s very important to reward and recognize them.The next step is to activate your audience by rewarding and amplifying key inﬂuencers andevangelists. For example, in our bi-monthly print and e-newsletter, we feature contentdirectly from our community and social media outlets. We showcase individuals throughthings like our “member of the month” program as well as content like their top 5 productideas from the community. In fact, our top story last year was “Why Should Engineers Careabout Social Media.” So we are even using this as an opportunity to educate them aboutsocial business.Beyond spreading positive information about your brand, educated evangelists can be yourfrontline defense on the Web - often doing a better job than marketing or PR in respondingto negative comments.
6 Analyze. Track and report impact across business • Metrics should align to business objectives - support, marketing, sales, etc. • Sample Metrics: Reach, Activity, Engagement, Content, Actionable Conversations, Net Promoter Score, Customer Loyalty Survey, Sentiment Daily / Weekly Monthly Few Times a Year Never Satisfaction and Loyalty Metrics by NI Community Usage Extremely Satisﬁed 10 9.0 /Likely 8.8 8.5 8.6 8.2 8.2 8.5 8.2 8.4 8.2 8.0 7.8 7.7 7.6 7.2 7.2 Not at all Satisﬁed / 1 Likely OVERALL satisfaction Recommend Repeat purchase Purchase new productsThe ﬁnal step is to analyze. It’s so important to track and report metrics across the business.I know this is a key topic and there are lots of debates on what are the important KPIs. Andreally it depends on your business goals. It’s also really easy to get stuck in the weeds. Ihave evolved my dashboard dramatically over the last several years. I used to trackeverything under the sun. Now, I have a comprehensive social business dashboard thatcombines social media and community metrics at a high-level like audience reach andcommunity health. Really high-level, impactful numbers. We use these numbers along withloyalty data to report to our Board.So, today 41 percent of our domestic customer base engages with NI communities on amonthly basis. And it’s not just our longstanding users. Last year, 72 percent of newcustomers utilized our community. But what’s cool is that the more actively engaged with usthey are, the more likely they are to recommend our products, repeat purchase and purchasenew products.
6 Pillars of Success Listen Deﬁne Integrate and Build Activate Analyze Engage Don’t be an Set clear island. goals that Monitor and Grow social Reward and Track and Connect to align with respond to community amplify key report impact internal overall actionable membership & inﬂuencers & across structure, business conversations engagement evangelists business process, objectives plans. Across the Social WebTo summarize, there are 6 pillars of social media success. You must really internally preparefor the best way to engage on the social web and continuously analyze your efforts.
For More Information... Deirdre Walsh Jive: deirdrewalsh firstname.lastname@example.org @deirdrewalsh /in/deirdrewalshNow, I’ll hand it back over to Candice for the questions and comments.