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Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
Basho Social Communication Strategy
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Basho Social Communication Strategy

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  • 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
  • 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>
  • 4. Key Considerations for a Successful Online Community Presented by: Renay Picard, VP of Marketing Basho Technologies, Inc.
  • 5. <ul><li>Should I care about building an online community? </li></ul><ul><li>Is it right for my organization? </li></ul>
  • 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>
  • 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>
  • 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>
  • 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>
  • 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>
  • 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>
  • 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>
  • 13.  
  • 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>
  • 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>
  • 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>
  • 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>
  • 18.  
  • 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>
  • 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
  • 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>
  • 22. Analysis <ul><li>So why has the online community worked for Basho? </li></ul>
  • 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>
  • 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>
  • 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>
  • 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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