7 Secrets To A Successful Social Networking Launch

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From the Higher Logic Learning Series for 2010. This presentation focuses on the 7 components that make up a great launch (or lack thereof) of an online community.

From the Higher Logic Learning Series for 2010. This presentation focuses on the 7 components that make up a great launch (or lack thereof) of an online community.

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Transcript

  • 1.
    • Program Agenda:
    • Basics of Social Strategy
    • Social Strategy Process
    • Society of Naval Architects and Marine Engineers
    • Case Study
    • Questions
    7 Secrets to a Successful Social Networking Launch Presenters: Chris Bonney, VP, Client Experience, Vanguard Technology
  • 2. I May Not Be There
    • Secret #1: Success looks different for everyone
  • 3. The 1:9:90 Rule
  • 4. Do You Know Who Your Members Really Are? http://www.forrester.com/Groundswell/profile_tool.html Creators Critics Collectors Joiners Spectators Inactives Image from http://blog.ning.com/2007/10/multiple_personalities.html
  • 5.
    • Ratios : - # of comments to a posting; # of responses to a single threaded message; # of member created groups to organization created groups (communities)
    • Time lapse metric – relative timing of last posting (interaction - whatever it might have been - blog, message, comment, article) - how many hours/days since last
    • Number of common contacts per member (i.e on average, 3 common contacts are shared amongst members)
    • Number of bookmarked / ranked / rated resources over period of time
    • Number of page views / downloads
    What Metrics Matter?
  • 6. Ready/Fire/Aim
    • Secret #2: A plan isn’t that important. (Okay, it’s a little important.)
  • 7. Plan For Things To Happen
    • Need for more staff time
    • Need for content sources
    • Come up with programs and incentives
    • Create and manage outposts
    • Changing things up
    • Member feedback
  • 8. It’s the only constant
    • Secret #3: It’s all change management
  • 9. Elements of Successful Change Management
    • Early buy-in
    • Find evangelists/sponsors/champions
    • Over-communicate
    • Listen
    • Make success easy
    • Sell your wins
  • 10. This ain’t no party
    • Secret #4: Promotion is not under your control
  • 11. This is not the goal.
  • 12. This is.
  • 13. Selling A House
    • It’s brick. It has 10 rooms. It has a basement. Why don’t you move in today?
    • Classic Georgian with huge family room and updated kitchen, including granite countertops and stainless steel appliances. Fully finished basement , perfect for a game room or home theater. Blocks from downtown, best school district in the county. Must see.
  • 14. Selling A Community
    • Our new community is up and running. Come network with other members, share best practices and discuss hot topics.
    • Will the new tax laws affect your business? You might be surprised to find out what bad news some members have received recently. Chime in or learn more .
    • Share your best business advice for newbies in our industry. Highest ranked submission gets $100 off annual event registration. Help a newbie today.
    • 11 people have commented on our most recent blog post about TARP. Incredible insights from people just like you. Read more .
  • 15. Give it a fighting chance
    • Secret #5: Always do a soft launch
  • 16. Soft Launch Means
    • Don’t have a major promotion around it
    • Call it “Beta”
    • Fill it up with content
    • Get 1% involved first and early
    • Facilitate word of mouth
    • Don’t be perfect, just be good
  • 17. Or they’ll find a way
    • Secret #6: Have rules, not constraints
  • 18. Creating An Engagement Environment Social Network You Engagement Platform Trust Relevance Unique Experience Your Members Advance Career Education Credentials Networking Event Participation Discounts Information
  • 19. It is an option
    • Secret #7: Be prepared to fail, but not to quit
  • 20. “ Success is the ability to go from one failure to another with no loss of enthusiasm”. - Winston Churchill
  • 21. Speaker Contact Information
    • Chris Bonney
    • VP, Client Experience
    • Vanguard Technology
    • [email_address]
    • 312-263-1322 x 505
    • www.vtcus.com
    • Resources: www.vtcus.com/HLwebinar.aspx