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Listen, Engage, Grow: How to Construct Social Communities

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You have fans and followers, but what about real business results? Drive social PR success by turning your audience into an engaged community.

Discover how to cultivate community across the social networks you rely on with Cision’s Senior Social Media and Media Relations Manager Stacey Miller and Account Manager Blake Baker.

See how to:

• Drive real business results using social lists and other segmentations

• Increase brand awareness by cultivating media and influencer communities

• Understand what makes your target audience tick, and how to engage them

• Develop and visualize KPIs to assess results with Cision social monitoring

Published in: Marketing
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Listen, Engage, Grow: How to Construct Social Communities

  1. 1. LISTEN, ENGAGE, GROW: HOW TO CONSTRUCT SOCIAL COMMUNITIES Stacey Miller, Sr. Social & Media Relations Manager, Cision Blake Baker, Account Manager, Cision
  2. 2. 22 WHY BUILD COMMUNITIES?
  3. 3. 33 CULTIVATING A COMMUNITY LISTEN DISCOVER ENGAGE ANALYZE
  4. 4. Section Divider LISTEN
  5. 5. 55 LISTEN • Identify your audience • Get a pulse on what your community is talking about BEST PRACTICES: • Always monitor posts to page, comments, and private messages.
  6. 6. 66 LISTEN – VI FEATURES AT A GLANCE ▪ TOP AUTHORS • Who is influential? ▪ TOP SITES • Where do they currently congregate? ▪ PROMINENT TERMS • What themes are being discussed?
  7. 7. Section Divider DISCOVER
  8. 8. 88 DISCOVER – LIST BUILDING ▪ Create a list of strong prospects based on their keyword phrases/conversations. • There is a strong opportunity within VI to hone and find these relevant authors that best fit your profile. They can even be saved as searches or categories for ongoing monitoring and outreach. These lists can and should be updated over time. Iterating the process is important. ▪ Unbranded Discovery • Review content beyond your brand to better understand the overall target audience. ▪ Create your own brand “buying signals” or “distress signals” or ‘have a question. • These are common cases for ‘categories’. The possibilities for content segmentation is near limitless.
  9. 9. 99 DISCOVER – VI FEATURES AT A GLANCE ▪ ADVANCED SEARCH • Use a variety of advanced search operations in conjunction with VI filters to hone in on relevant conversation. ▪ CUSTOM CATEGORIES • Categories are used as an additional filter that can be applied as a cross section on top of existing searches (often times brands/products) • Categories are generally positioned towards audience behavior or segmentation • Can create an unlimited number of categories BEST PRACTICES: • Create multiple keyword phrases to return the most relevant information and followers to your brand. • Never “set it and forget it” update it as often as possible
  10. 10. Section Divider ENGAGE
  11. 11. 1111 ENGAGE – MAINTENANCE & RETENTION ▪ Feed prospects relevant and timely content that funnels them closer to buying • Via Social profiles, users can respond to direct and indirect content on Facebook and twitter. Workflows for supporting forums and other channels can also be developed. ▪ Regularly engage them as a helpful hand. • With a list/search being saved in VI, it can be referenced on an ongoing basis. Its easy to move from list to list/author to author and check in on their recent public conversation. You can insert your self if an opportunity presents itself. Prioritization via the use of categories can be very helpful in staying on top of the right issues.
  12. 12. 1212 ▪ Feed prospects relevant and timely content that funnels them closer to buying • Via Social profiles, users can respond to direct and indirect content on Facebook and twitter. Workflows for supporting forums and other channels can also be developed. ▪ Regularly engage them as a helpful hand. • With a list/search being saved in VI, it can be referenced on an ongoing basis. Its easy to move from list to list/author to author and check in on their recent public conversation. You can insert your self if an opportunity presents itself. Prioritization via the use of categories can be very helpful in staying on top of the right issues. BEST PRACTICES: • Do not automate or spam your direct responses. We carefully found and selected these authors, our responses should be most thoughtful. ENGAGE – MAINTENANCE & RETENTION
  13. 13. 1313 ▪ Feed prospects relevant and timely content that funnels them closer to buying • Via Social profiles, users can respond to direct and indirect content on Facebook and twitter. Workflows for supporting forums and other channels can also be developed. ▪ Regularly engage them as a helpful hand. • With a list/search being saved in VI, it can be referenced on an ongoing basis. Its easy to move from list to list/author to author and check in on their recent public conversation. You can insert your self if an opportunity presents itself. Prioritization via the use of categories can be very helpful in staying on top of the right issues. BEST PRACTICES: • Find a regular cadence that suits your audience and your desired level of involvement. ENGAGE – MAINTENANCE & RETENTION
  14. 14. 1414 ▪ Provide prompt social media customer service to your targeted lists, and beyond • VI can be designed to support entire customer service teams. We have defined a variety of user workflows that allow for timely and well organized responses. These workflows are often derived via a combination of data segmentation (categories mentioned), user assignment, and user tagging (client/case specific) BEST PRACTICES: • Take particularly negative conversations offline to resolve via email and phone instead of fighting character counts on social or increasing negative sentiment,. ENGAGE – MAINTENANCE & RETENTION
  15. 15. 1515 ENGAGE – VI FEATURES AT A GLANCE ▪ SOCIAL PROFILES • Directly integrate your twitter handles and facebook fanpages into VI ▪ STREAMS • All of your searches and profiles, side by side • Review and react on multiple channels ▪ USER DEFINED TAGS • Create unique pivot points that can be applied at a post level. These can be a helpful to in developing a workflow, and for reporting
  16. 16. Section Divider ANALYZE
  17. 17. 1717 ANALYZE ▪ What are your community KPIs? • These are likely to be developed over time, but are of course paramount in how we choose to weigh our community building and engagement success. Cision can assist in developing these markers with you. • Common KPIs in this realm might be, total conversation, pick up, content volume, reach (growth by channel), sentiment/customer satisfaction, SLA, new users, web traffic, among others. Many of these can be visualized and measured in in VI using the advanced search and category tactics we discussed previously. BEST PRACTICES: • Carefully consider your KPIs, a quality metric should be easily understood, contextual, and actionable. Think, if your total conversation went down dramatically, would this stir action? • Use analytics to inform future community content and engagement • Review metrics as often as possible for a more proactive approach
  18. 18. 1818 ANALYZE – VI FEATURES AT A GLANCE ▪ Custom Dashboards • A fully customizable aggregation of important metrics that helps tell the story of your community involvement, all in one place. Dashboards can be exported as a PDF report, or CSV (all defined metrics) for further external analysis. They can even be set up as an alert. You can receive daily/weekly updates on any dashboard saved to a VI workspace.
  19. 19. 1919 SUMMARY ▪ Identify audiences and platforms (Who, what, where, when) ▪ Use social lists to discover relevant conversations ▪ Increase brand awareness by engaging with media and influencer communities ▪ Analyze results and adjust accordingly LISTEN DISCOVER ENGAGE ANALYZE

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