Secrets to Online Community & Social Media Success

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    Secrets to Online Community & Social Media Success - Presentation Transcript

    1. Secrets
to
Online
Community
 &
Social
Media
Success
 Steve

Murthey
 Director,
Social
Media
Strategic
Consulting
Group
 Mzinga
 smurthey@mzinga.com

    2. Agenda
 Introductions
&
Overview
 7
Components
for
Successful
Community
 Featured
Case
Studies
 Q
&
A
Discussion

    3. About
Me
 Steve

Murthey
 Director,
Social
Media
Strategic
Consulting
Group
at
Mzinga
 Over
20
years
of
strategic
planning,
organizational
 development,
management,
and
consulting
experience
with
 Fortune
500
corporations
 •  Previous
Experience:
 • Director
of
Solutions
Engineering
at
O’Reilly
Media
 • Managed

multiple
consulting
&
sales
solutions
organizations
 •  
Six
Sigma
green
belt


 •  Certified
Professional
of
Human
Resources
(PHR)
 •  BS
in
Communications
from
Northern
Illinois
University

    4. What
Does
Not
Make
a
Successful
Community?
 •  “Build
it,
and
they
will
come”
approach
 •  Tools‐focused
approach
 •  Solid
strategy,
but
limited
plan
for
execution
 •  Failing
to
nurture
on
an
ongoing
basis
 •  Not
listening
to
your
membership
 •  Focusing
on
quantitative
ROI
over
“customer
franchise
value”

    5. 7
Components
of
a
Successful
Community
 Community
 Membership
 Strategy
&
Defined
 Acquisition
&

 Business
Objectives
 Retention
Plan
 Ongoing
Community
 Membership
 Content
&
 Moderation
 Management
 Communication
 Programming
 Tools
&
Rollout

    6. Membership
Acquisition
&
Retention
 Criteria
to
consider:
 Clearly
define
your
 •  Who
is
your
community
targeting?
 Component
 target
audience
and
 •  Why
should
they
care
about
it?
 how
you
plan
to
 reach
it
 •  What
is
your
desired
target
 interaction
with
your
audience?
 •  What’s
in
it
for
them?
 •  How
can
you
compete
with
other
 similar
communities?
 •  How
will
you
retain
them
after
they
 have
become
members?

    7. Membership
Acquisition
&
Retention
 Featured
Success:
 Think
Big,
Start
Small
 •  Clear
membership
acquisition
plan
 •  Began
with
employees,
then
created
an
 advisory
panel
of
experts
 •  Invited
a
small
group
of
their
most
vocal
 customers
 •  Expanded
outreach
to
their
entire
 domestic
list
 •  Active
member
recognition

 •  Recently
expanded
to
international
 audience

    8. Defined
Strategy
&
Business
Objectives
 Criteria
to
consider:
 Define
how
your
 •  What
are
your
trying
to
accomplish
 Component
 community
aligns

 with
your
community?
 to
your
corporate
 •  How
will
you
measure
success?
 strategy
&
goals
 •  Who
is
the
primary
community
 “owner”?
 •  What
policies
and
processes
do
you
 need
to
put
in
place?
 •  What
are
the
roles
and
 responsibilities
associated
with
your
 community?

    9. Defined
Strategy
&
Business
Objectives
 Best
Practices
Community
 Featured
Lesson
Learned:
 for
Financial
Firm
 
Lack
of
Alignment
Inhibits
 Goal:
Enable
target
audience
 Community
Success
 (CFOs)
to
share
best
practices
 •  Community
strategy
was
inconsistent
 with
each
other,
and
learn
 with
company
business
environment
 from
cross‐sharing
expertise.
 •  Target
audience
(CFOs)
generally
aren’t
 tech‐savvy,
aren’t
interested
in
sharing,
 and
couldn’t
see
the
value.
 •  The
company
culture
didn’t
foster
 sharing,
so
getting
internal
buy‐in
and
 participation
was
difficult
 •  Result:
Stale
content,
poor
 communication
and
low
traffic

    10. Ongoing
Community
Management
 Criteria
to
consider:
 Create
a
thorough
 Who
will
manage
day‐to‐day
 Component

 •  plan
for
keeping
 community
interactions?
 your
community
 fresh,
relevant
and
 •  What
are
the
standards
for
doing
so?
 vibrant
 •  Who
is
the
voice
of
the
community
to
 your
company?
 •  Who
will
engage
and
develop
your
 community?
 •  Who
will
coordinate
with
community
 moderators?

    11. Membership
Acquisition
&
Retention
 Featured
Success:
 Amass
Critical
Knowledge
 •  Recognized
that
seeding,
facilitating,
 answering
questions
was
important
for
 their
\"Workspaces\"
product
community
 •  Initial
launch
in
English

enabled
a
 referenceable
knowledgebase
for
future
 International
sites

 •  Established
significant
escalation
paths
so
 additional
questions
could
be
forwarded
 to
the
right
people
in
a
timely
fashion

    12. Community
Moderation
 Criteria
to
consider:
 Establish
guidelines
 •  What
are
acceptable
practices
for
 Component
 for
moderating
and
 user‐generated
content
within
your
 monitoring
user‐ community?
 generated
content
 •  How
will
you
define
your
standards
 for
member
behavior?
 •  How
will
you
monitor
user
comments
 and
posts
on
a
daily
basis?
 •  Will
you
use
a
proactive
or
reactive
 approach?
 •  Will
you
allow
members
to
report
 violations,
and
if
so,
how?

    13. Moderation
 Featured
Success:
 API
Developer
Network
 Open
Conversation
Has
 for
Software
Company
 Value

 Goal:
Allow
internal
and
 •  Originally,
the
company
did
not
intend
to
 allow
any
negative
comments
to
posted
to
 external
developers
to
share
 the
live
site
 information
and
collaborate
 online
 •  They
later
realized
that
it
hindered
the
 benefits
of
the
community:

 •  Immediate
identification
of
bugs,
 •  Vision
into
the
conversations

 •  Ability
to
more
immediately
address
 concerns
and
issues
 •  Result:
They
changed
their
policy,
and
 allowed
open
discussion.

    14. Member
Communications
 Criteria
to
consider:
 Establish
a
strategy
 •  How
will
you
initially
communicate
 Component
 and
plan
for
clear,
 with
members?
 consistent
 •  What
are
you
communicating?
 communication
 •  How
will
that
communication
differ
in
 later
stages?
 •  How
will
communication
differ
 depending
on
the
type
of
member?
 •  Who
else
needs
to
be
involved
in
 creating
/
approving
member
 communications?

    15. Member
Communication
 Featured
Success:

 Clear
Communication
 •  Consistent,
proactive
outreach

 •  Weekly
newsletter
communication
 •  Weight
loss
challenges
 •  Focused
on
relevant,
pertinent
 information—
not
selling

 •  Consistent,
but
not
overwhelming,
 communication

    16. Community
Content
&
Programming
 Criteria
to
consider:
 Define
how
you
will
 •  What
types
of
content
does
the
 Component
 source
and
use
 membership
want?
 content
for
 •  Who
will
be
responsible
for
providing
 community
 the
content
for
your
community?
 programming
 •  Will
you
create
new
content,
or
use
 existing
material—or
both?
 •  What
portion
will
be
expert‐driven
 and
what
portion
will
be
user‐ generated?
 •  What
is
the
schedule
for
refreshing
 content?
 •  What
mix
of
static
and
event‐based
 content
will
you
use?

    17. Community
Content
&
Programming
 Featured
Lesson
Learned:
 Best
Practices
Community
 for
Financial
Services
Firm
 Solid
Strategy,
Weak
 Goal:
Enable
target
audience
 Execution

 •  Community
strategy
called
for
50%
of
 (CFOs)
to
share
best
practices
 a
full‐time
employee
to
manage
 with
each
other,
and
learn
 community
and
aggregate
content
 from
cross‐sharing
expertise.
 •  Company

allowed
one
person
to
 spend
less
than
1
hour
per
week
on
 the
initiative
 •  Result:
Community
adoption
 floundered

and
never
met
intended
 potential

    18. Community
Tools
&
Rollout
 Criteria
to
consider:
 Select
and
 •  What
infrastructure
and
integration
 Component
 implement
the
 technology
and
 needs
do
you
have?
 infrastructure
 •  Which
social
applications
are
best
 required
to
support
 suited
to
support
your
community
 your
community
 goals?
 •  Would
a
phased
implementation
 approach
allow
for
a
better
 community
experience
for
you
and
 your
members?
 •  Who
will
manage
your
community
 technology?
 •  What
future
needs
will
you
have,
and
 will
your
selected
solution
support
 them?

    19. Community
Tools
&
Rollout
 Featured
Success:
 Online
International
 Deploy
Tools
For
the
 News
Site
 Sake
of
Community

 •  Originally,
organization
intended
to
roll
 Goal:
Increase
online
 out
blogs

and

discussions
to
every
 readership
and
 vertical.


 engagement
 •  Instead,
they
chose
to
deploy
features

 first
to
the
areas
where
they
have
the
 most
content,
and
areas
where
they
 felt
it
garner
the
most
interest.
 •  This
approach
will
allow
them
to
more
 effectively
manage
content
and
 conversations.


    20. Final
Thoughts
 Being
a
social
media
or
community
user
doesn’t
 make
you
an
expert
in
social
media
initiatives
 Don’t
overestimate
your
depth
of
knowledge
 Bells
and
whistles
are
cool,
but
expertise
will
 make
you
successful

    21. Questions
&
Answers

    22. Additional
Resources
 •  Blogs
 –  ww.mzinga.com/blogs
 w – Steve
Murthey,
Isaac
Hazard,
 
 Heather
Strout
 •  White
Papers
 



‐
www.mzinga.com
 (Resource
Center)
 •  Articles
 www.mzinga.com
 
‐
www.mzinga.com
 Amazon.com

 (News
&
Press)
 Additional
questions?
Contact
Steve
Murthey
 smurthey@mzinga.com

l


(781)
328‐2840

l



www.mzinga.com/blogs 
 22


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