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

1. LISTEN, ENGAGE, GROW:
HOW TO CONSTRUCT SOCIAL COMMUNITIES
Stacey Miller, Sr. Social & Media Relations Manager,
Cision
Blake Baker, Account Manager, Cision

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WHY BUILD COMMUNITIES?

3. 33
CULTIVATING A COMMUNITY
LISTEN DISCOVER
ENGAGE ANALYZE

4. Section
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LISTEN

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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.

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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?

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DISCOVER

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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.

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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

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ENGAGE

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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.

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▪ 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

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▪ 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

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▪ 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

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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

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ANALYZE

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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

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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.

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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