Deirdre Walsh, Senior Manager of Social Strategy at Jive Software, unlocked the secrets to social success with her eBook, The Business Guide to Social Success. By implementing or adjusting strategy according to these insights, organizations can draw others in at all levels of the enterprise and throughout the ecosystem. The Business Guide to Social Success includes additional insights from: Virginia Miracle, Chuck Hemann, Gary B. Wilcox, Jordan Viator Slabaugh, Kristen Sussman, and Emilie Kopp. Download The Business Guide to Social Success eBook here: http://bit.ly/14TJN1Z Jive is the world's #1 social business platform. We help employees, customers and partners connect, collaborate and communicate to achieve breakthrough results in sales, marketing, customer service and workforce productivity. http://bit.ly/1aTo6Vq

1. 6 PILLARS OF SOCIAL
SUCCESS
DEIRDRE WALSH, SR. MANAGER OF SOCIAL
STRATEGY

2. About @DeirdreWalsh
• Sr. Manager of Social Strategy for Jive
Software
• Jive Software brings the innovation of
the consumer web to the enterprise
• 2006 – launched National Instruments
social business program
• Public relations for Hewlett-Packard,
Allstate and Texas Senate
• University of Texas - bachelor of
science in public relations and minors
in business and English

3. 6 SECRETS OF SOCIAL SUCCESS
• DEFINE
• INTEGRATE
• BUILD
• MANAGE
• ACTIVATE
• ANALYZE

4. SET CLEAR
GOALS THAT
ALIGN WITH
HIGHER-LEVEL
BUSINESS
OBJECTIVES

5. 5 © Jive confidential
Understand Your Audience
• Understand your audience and make information easily and
enjoyably available
• Start by asking, “what will the users get by participating?”
• Make your program a two-way street, enabling both your
business and audience to get where they are trying to go

6. 6 © Jive confidential
• Align your social objectives with REAL business goals, setting
measurable targets along the way
• Your department, company’s current direction and social channel
choice will all influence goal creation
• Social media can impact several business objectives including
demand generation, customer support, brand awareness and more
Align with Core Business Objectives

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• Define role of every
integrated social channel–
each with their own unique
goal and purpose
• Perform regular audience
and content analysis on
each platform to optimize
each channel
Determine Unique Role of Each Social
Channel

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• Community is not a one size fits all technology, and it can benefit
various departments:
• Sales – Sell more, faster with more effective tools and better
managed opportunities
• Marketing – Enables diverse teams to work together with
efficiency, better collateral within deadline and budget
• Social Intranet – Intranet is converted into a hub of enterprise
collaboration and communication
• Customer Service – Social support lets you resolve customer
issues quickly, cutting costs and increasing satisfaction
Double Click on Community

9. 9
“To successfully define goals, first understand what you're trying
to accomplish by understanding the marketing objectives. Then
set specific, attainable targets tied to measurable metrics for the
desired outcomes.”
Dr. Gary Wilcox, Professor of Advertising,
The University of Texas at Austin

10. DON’T BE AN
ISLAND. CONNECT
SOCIAL TO
INTERNAL
STRUCTURE,
PROCESS AND
PLANS

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• Create integration on the surface level, and make valuable
connections between conversations happening both inside
and outside the firewall
• It becomes less about the technology and more about
making the right connections
Understand Integrated Vision

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• Ensure your organization has Social DNA
• Find and empower an executive who is willing to
experiment with social and who can champion your
successes
Get Executive Sponsorship

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• Begin genome mapping
internally
• There are various models for
how to structure your internal
integration
• The Hub and Spoke model
from Jeremiah Owyang
provides central resources to
empower business units
• A social intranet can also be
used to integrate social within
primary functions
Integrate Social into Traditional Roles

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• Meet regularly to discuss strategy, review guidelines and
receive training on social technologies
• According to the FTC, any company participating on social
must:
– Be truthful
– Have policies and training
– Monitor the social conversation and correct mistakes
Create governance, training and education

15. 15
”Social strategy starts with people, but success comes when
organizations integrate internal resources with external audiences and
embrace technology that connects them both. This is the turning point at
which companies start to achieve great business results.”
Jordan Viator Slabaugh, Director of Social Media
Spredfast

16. CREATE
VALUABLE
SOCIAL
CHANNELS

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• Identify your social identity
• Maintain a consistent personality and deliver
unified messaging
• Consider conversations, relationships and
reputation
Determine Your Social Identity

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1. You can never really “manage” the relationship – people are
complex
2. Social branding is about what customers, employees and
other key audiences are saying and how YOU respond
3. Understand that the cost and success of your social
branding initiative will vary
4. Balance usefulness and promotion within content
5. Give insights, opportunities and entertainment
Social Identity Development Tips

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• Range of accessibility
• Ease of usability
• Fun opportunities for
engagement
• Beneficial learning
• Next Generational technology
adoption
• Versatility to ensure scalability
• Identifying a leader
Deploy Relevant Solutions

20. 20 © Jive confidential
• Determine how you will drive awareness and adoption, like
integrating the physical and the digital
• Once you get members there, determine what they will do
• Make it simple and beneficial for simple engagement to occur
right away
Drive Membership

21. 21
“Think of your online communities like a web that will only continuously
grow and be fruitful if infused with diverse creative content, personality,
and meaningful conversations. Then begin to elevate your efforts by taking
time to measure and optimize.”
Kristen Sussman, Founder, Social Strategist,
Social Distillery

22. LISTEN, RESPOND
AND START
MEANINGFUL
INTERACTIONS

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1. Public charter, guidelines and support plan
2. Training plan for subject matter experts that will be involved
3. Process for creation, management, moderation and curation of
conversations and content
4. Timeline to understand predicted growth patterns and plan for
scalability
5. Calendar of monthly lessons learned meetings with key internal
stakeholders from areas like product management and support
Managing the Managers

24. 24 © Jive confidential
1. Collect Information – Listen to key conversations about the
brand, products, markets & competition
2. Filter Mentions – Identify opportunities to align with core social
business objectives & areas of impact for top-line goals
3. Engage the Subject Area Experts - Leverage employee
network & customer community to ensure the best response
4. Respond – Link to valuable content & resources
5. Assign Sentiment – Track online attitudes, opinion or intended
meaning of a writer & their message
6. Analyze – Track & record all conversations for reports & making
higher-level business decisions
6 Steps to Social Monitoring

25. Be Proactive
Listening helps:
– Relationship-building
– Competitive insights
– Customer service
opportunity
Content is King:
– Create a content calendar
– Develop an Integrated
Content Strategy
– Vary types of conversations
– Curate
– Promote content
– Tell stories

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There are several ways to get your
conversations and content noticed
beyond paying for it:
• Gamification
• Bridge online and offline
Get Noticed

27. 27
“To engage influencers, take a reactive approach. Understand their
agenda and look for opportunities to provide meaningful points of view
and value to their conversation. Proceed with caution – come across as
a sales pitch and your influencer can quickly bring negative attention to
your message.”
Emilie Kopp, Social Business Program Manager,
National Instruments

28. REWARD AND
AMPLIFY KEY
INFLUENCERS AND
PRODUCT
EVANGELISTS

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• Make it easy for advocates to
share you content in a meaningful
way
– “What Type of Office Hero Are
You?”
• Reward evangelism and loyalty
– Gamification at JiveWorld12
Activate Advocates

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• Customers desire a better
connection with your brand
– Real Office Hero Spotlight
– Weekly #ThursdayThanks
• Amplify voices through customer-
generated social content
• Look inside your organization
– Employee videos
Recognize Brand Heroes

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“Smart companies are redirecting a fraction of the energy that their peers
spend attempting to engage “influencers” into socially empowering their
internal and external advocates. Feeding those who are hungry for
content, interaction, and information from your brand is the low hanging
fruit in demonstrating social media impact.”
Virginia Miracle, EVP, Professional Services
Spredfast

32. TRACK AND REPORT
BUSINESS VALUE

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• It’s now possible to show how
specific social strategies impact
business goals
• Social technologies help companies
achieve measurable, business
improvements:
– Increase employee efficiency,
productivity & innovation
– Reduce operational cost
– Increase brand awareness and
advocacy
– Drive more leads & accelerate sales
conversations
– Reduce customer service costs
– Increase customer satisfaction
Measure Success – Business Value

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• Program metrics are key to ensure day-to-day social efforts.
Community managers should check these stats weekly:
– Increase awareness: confirmed and potential impressions
– Increase reach: current network size
– Increase social engagement: total number of social interactions
– Drive demand: names, leads and product trials
– Increase revenue: generated directly from social activities
– Foster loyalty and advocacy: social sharing
Measure Success – Program Health

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“The secret of successful analytics is bridging the divide between capturing a
massive amount of data and making it actionable to multiple parts of the
business. Digital data is great, because it has application beyond just PR
and marketing, so your analytics team should be one part business person
and one part data cruncher.”
Chuck Hemann, Group Director, Analytics
WCG

36. Download the 6 Pillars of Social
Success ebook:
www.jivesoftware.com