Basho Social Communication Strategy

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Basho Social Communication Strategy

  1. 2. Renay M. Picard Vice President of Marketing Basho Technologies How one tech Marketer built and maintains a social community w/ limited budget and resources
  2. 3. CouncilTel Attendees <ul><li>Andre Pino, Acsis </li></ul><ul><li>Joseph Stanhope, Alterian </li></ul><ul><li>Ted Julian , Application Security </li></ul><ul><li>Tim Minahan, Ariba </li></ul><ul><li>Jeff Hoffman , BASHO </li></ul><ul><li>Boyd Peterson , BASHO </li></ul><ul><li>Alla Valente, BPS </li></ul><ul><li>Mike Hulme, Cordys </li></ul><ul><li>Santi Pierini, Day Software </li></ul><ul><li>Chuck Ros, Emerald Software Group </li></ul><ul><li>Loren Weinberg, FatWire </li></ul><ul><li>Michelle Soltesz, Global Crossing </li></ul><ul><li>Rajeev Suri, Infosys </li></ul><ul><li>Sunder Sarangan , Infosys </li></ul><ul><li>Francis An Pham , Intel </li></ul><ul><li>Lorita Vannah , Kalido </li></ul><ul><li>Marchai Bruchey , KANA Software </li></ul><ul><li>Joanne James, Logicalis </li></ul><ul><li>Laura Mooney , Metastorm </li></ul><ul><li>Arunn Ramadoss , Micro Focus </li></ul><ul><li>Julian Dobbins , Micro Focus </li></ul><ul><li>Amy Quigley , Molecular </li></ul><ul><li>Anthony Bianciella, MTI </li></ul><ul><li>Michelle Faulkner, Neolane </li></ul><ul><li>Pat McHugh, Neolane </li></ul><ul><li>Kim Stanick, ParAccel </li></ul><ul><li>Clark Easterling , Perimeter Internetworking </li></ul><ul><li>Michelle Boockoff-Bajdek , Quaero </li></ul><ul><li>Kathy Jaques , SecureWorks </li></ul><ul><li>Shaun Ennis , Siemens PLM Software </li></ul><ul><li>Erica St. Angel , Sonic Foundry </li></ul><ul><li>Kristin Zurovitch , Sonic Foundry </li></ul><ul><li>Jon Rabinowitz , Sparta Systems </li></ul><ul><li>Kelly Wenzel , Tideway Systems </li></ul><ul><li>Kosten Metreweli , Tideway Systems </li></ul>
  3. 4. Key Considerations for a Successful Online Community Presented by: Renay Picard, VP of Marketing Basho Technologies, Inc.
  4. 5. <ul><li>Should I care about building an online community? </li></ul><ul><li>Is it right for my organization? </li></ul>
  5. 6. Agenda <ul><li>The Overt Challenges </li></ul><ul><li>The Basho Community Story </li></ul><ul><li>Initial and Ongoing Successes </li></ul><ul><li>Lessons Learned </li></ul><ul><li>New and Improved Basho Community </li></ul><ul><li>Your Plan </li></ul>
  6. 7. The Challenge That’s the Opportunity <ul><li>What are my goals and who is my audience? </li></ul><ul><li>Where do I start? </li></ul><ul><li>How do I create an effective online community on a limited budget? </li></ul><ul><li>How do I attain executive-level buy-in? </li></ul><ul><li>Which social media tools should I employ? </li></ul><ul><li>How do I measure these activities? </li></ul>
  7. 8. Basho Technologies, Inc. <ul><li>Basho Today </li></ul><ul><li>Metric-driven approach to sales through live training, workshops and software </li></ul><ul><li>Basho in 2006 </li></ul><ul><li>Online Community Launched </li></ul><ul><li>Initial Marketing strategy </li></ul><ul><ul><ul><li>Branding </li></ul></ul></ul><ul><ul><ul><li>Thought leadership </li></ul></ul></ul>
  8. 9. Initial Startup of the Basho Community <ul><li>The PROS for the Basho Community: </li></ul><ul><li>Handful of loyal customers created the foundation </li></ul><ul><li>A dynamic CEO with a strong message </li></ul><ul><li>Small business with big image </li></ul><ul><li>Training constantly provides potential community members </li></ul><ul><li>First-mover advantage in the sales training space </li></ul><ul><li>Desire to create a support system that went beyond the training engagement </li></ul><ul><li>Testing ground </li></ul>
  9. 10. Initial Startup of the Basho Community <ul><li>The CONS for the Basho Community: </li></ul><ul><li>Budget (obviously) </li></ul><ul><li>Limited resources </li></ul><ul><li>The challenge of content development </li></ul><ul><li>Lack of in-house expertise with online community </li></ul>
  10. 11. Launch Plan <ul><li>Determine objectives and audience </li></ul><ul><li>Selection of features and functionality </li></ul><ul><li>Some pre-determined ideas: </li></ul><ul><ul><li>Podcast series </li></ul></ul><ul><ul><li>Email newsletter </li></ul></ul><ul><ul><li>Pre-established Basho LinkedIn Group </li></ul></ul><ul><li>What else made sense? </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Library </li></ul></ul>
  11. 12. Launch Plan <ul><li>Joint website and Basho Community launch </li></ul><ul><li>Talented web development firm, tech-savvy and adept with social technologies </li></ul><ul><li>$10K for development </li></ul><ul><li>Simple backend </li></ul>
  12. 14. September 2006: Launch! <ul><li>All features live except podcast </li></ul><ul><li>Initial Launch Activity </li></ul><ul><li>500 members within 6 months and 4,600 members today! </li></ul><ul><li>Greatly increased dialogue with customers </li></ul><ul><li>New way to “test” and gain feedback on content </li></ul>
  13. 15. September 2006: Launch! <ul><li>Success Story </li></ul><ul><li>Questions surrounding use of LinkedIn came in through the community </li></ul><ul><li>Led to local event </li></ul><ul><li>Then webcast event (Basho Labs) </li></ul><ul><li>Community member wanted LinkedIn training for her org, reached out to sales </li></ul><ul><li>Led to workshop training ($1800), corp training ($40K) and ongoing engagement ($100K+) </li></ul>
  14. 16. September 2006: Launch! <ul><li>Success Story </li></ul><ul><li>High Profile Technology Client </li></ul><ul><li>Initial engagements: Inside Sales </li></ul><ul><li>Goal: Expansion to Field Sales </li></ul><ul><li>Discovery of Basho podcast “brown bag lunches” </li></ul>
  15. 17. September 2006: Launch! <ul><li>What were the initial challenges? </li></ul><ul><li>Limited resources </li></ul><ul><li>Content development </li></ul><ul><li>Lack of podcast availability </li></ul><ul><li>Had we selected the right technologies? How do we make that Blog work? </li></ul><ul><li>Segmentation </li></ul>
  16. 19. Key Considerations & Lessons Learned <ul><li>Know your audience and understand their online behaviors. </li></ul><ul><li>It’s better to select a few key technologies and tackle them effectively. </li></ul><ul><li>Don’t get too mired in the details. </li></ul><ul><li>Use multiple channels to promote your content. </li></ul>
  17. 20. Investment and Measurement <ul><li>Initial dev $10K </li></ul><ul><li>Podcast dev $8K </li></ul><ul><li>Blog hosting $1K </li></ul>Members 80/week 4,600 total Podcast subscribers 1,000 Podcast downloads 4-5,000/episode
  18. 21. What’s Next for the Basho Community <ul><li>Incorporate new audiences </li></ul><ul><li>Segmentation </li></ul><ul><li>Improved data capture and backend </li></ul><ul><li>Contemplating new technologies: </li></ul><ul><li>sales wiki, video podcast, Twitter, social networks beyond LinkedIn, live community events </li></ul>
  19. 22. Analysis <ul><li>So why has the online community worked for Basho? </li></ul>
  20. 23. Your Story <ul><li>The Basics: What Are Your Goals? </li></ul><ul><ul><ul><li>Branding </li></ul></ul></ul><ul><ul><ul><li>Thought leadership </li></ul></ul></ul><ul><ul><ul><li>Online resources </li></ul></ul></ul><ul><ul><ul><li>Client contact </li></ul></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul><ul><ul><ul><li>Create a dialogue </li></ul></ul></ul>
  21. 24. Your Story <ul><li>The Basics: </li></ul><ul><li>Who is your audience? What are their online behaviors? </li></ul><ul><li>Based upon this, what technologies work best? </li></ul><ul><li>Create your strategy for each </li></ul><ul><li>How will you keep it relevant and keep the content creation moving? </li></ul>
  22. 25. <ul><li>Renay Picard </li></ul><ul><li>Basho Technologies, Inc. </li></ul><ul><li>T: 617.714.1789 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>www.basho.com/community </li></ul>
  23. 26. Suggested Research <ul><li>Current Research: </li></ul><ul><li>“ Community Marketing: A New Discipline For Business Technology Marketers” by Peter Burris </li></ul><ul><li>“ Tech Marketers' Online IT Community Playbook” by Peter Burris </li></ul><ul><li>“ B2B Marketers Fail The Community Marketing Test,” by Laura Ramos </li></ul><ul><li>Upcoming Research: </li></ul><ul><li>“ The CMO As Community Steward” by Peter Burris </li></ul><ul><li>“ Case Study: Using Web 2.0 To Build Customer Advocates” by Laura Ramos </li></ul>

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