Impact interactions social media qualifications summary 2011

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A brief overview of our experience, clients, and methodology to bring value to our clients.

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Impact interactions social media qualifications summary 2011

  1. 1. Our Qualifications & Approach to Delivering Value Through Social Media and Communities May 9, 2011 Mike Rowland President©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 1
  2. 2. About Impact Interactions Sample Project Methodology References 2©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  3. 3. Our Projects Bring Business Value to Clients, Not Just Traffic From the recent Value Framework project with Impact Interactions: “Active members using our community to interact and engage with us controlled hundreds of millions of dollars in sales revenue over a 6 month period. Active partners of NetApp engaging in the community delivered over half a billion dollars in partner owned sales revenue over the same time period.” - Navneet Grewal, Director Digital Marketing 3©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  4. 4. Our Experience Our Clients include: Global Experience: Where We’ve Launched Projects 4©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  5. 5. Our Management Team Mike Rowland, President & Founder (11+ years experience) – Relevant Experience: Clients SAP, Cisco, NetApp, Intel, HP; Social Media process management, training; Developed Methodology & Best Practices; ROI & Value Measurement Adam Crawford, Social Media Consultant (12+ years experience) – Relevant Experience: Clients Cisco, NEFE; Technology Selection; Reporting on Social Media; Facebook Marketing Lauren Bittner, Social Media Consultant (12+ years experience) – Relevant Experience: Clients Cisco, IBM, and McGraw-Hill; Reporting on Social Media; Twitter Management Robert Hu, Manager of Client Services (2 years experience) – Relevant Experience: Clients SAP, NetApp; Dashboards©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 5
  6. 6. Our Consulting Services Social Media & Online Community Consulting Services – Maximize online results through proven strategies using interactive features like communities, Twitter, Facebook, LinkedIn, YouTube, and events to meet specific business objectives – Bring the best practices and real world user experience into the planning process in order to accelerate results while avoiding the common mistakes most organizations make using social media and communities Project Management Consulting Services – Support from developing Business Requirements documentation to management processes and activities – Technology selection to find the platform(s) that will best fit your plans and provide measureable results Measurement Strategy Services – Clear concise reporting on how Social Media is performing against your organization’s key performance indicators (KPI) to deliver results and insight – ROI framework and analysis to provide executives with the value of your project 6©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  7. 7. Recent Consulting Engagements 7©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  8. 8. Our Outsourced Management Services Social Media & Community Management Services – Day to day management of social media sites and communities to increase interactions, drive traffic, and increase results for social media programs, online communities, and events • Professionally trained staff to ensure social media and community is working towards organizational goals, not just random chatter Social Media Listening Services – Expand the network of information sources beyond your project to gain additional insight and opportunities for your brand and project – Understand when to engage with critics and when to wait on the sidelines while identifying the enthusiasts for your brand – Drive quality interactions to your project through effective use of third party sites while being seen as a thought leader Social Media & Online Community Interactive Dashboards – Data visualization and tracking of Key Performance Indicators 8©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  9. 9. Recent Management Engagements 9©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  10. 10. Customized SAP Crystal© Interactive Dashboard Reporting Why Present a Static PowerPoint Deck When You Can Provide a Self Service Dashboard & Analysis?Dashboards Customized to Report on Multiple Data Sets & Sources 10 ©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  11. 11. About Impact Interactions Sample Project Methodology References 11©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  12. 12. Social Media & Communities Require a Process Mindset, Not a Campaign Listening, Integrated Measurement, Social Media & Evaluation Offerings Social Media Strategy Advocate & Engage & Influence Empower 12©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  13. 13. Results Created through Efficiency, Process Planning, & Execution Audience Current Role in Segment Engagement Analysis Segment level Audience Calendar - Content Needs Structure Timing Team Roles, Time Content Area Experts Recruitment Commitment Contributors Process Audience Internal External Optimization Expectation Beacon Copywriting Digital Media Strategy & Placement Link Strategy Traffic, Stakeholder Measurement Behavior, Reporting Questions Value©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 13
  14. 14. It Begins with Audience AnalysisFor Each Audience, you must answer: What does it mean? Researchers Decision Makers Why should we believe it? Looking for information Evaluating Offerings What does that mean for us?Audience Analysis is much more than segmentation. There are multiple roles within each segment that have specific Amplifiers Influencers needs. Spread your message Advocate for you 14©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  15. 15. Social Media Support Based Upon Phase DefinitionsPhase I – Awareness Phase II – Engagement Phase III – Nurture(What does it mean?) (Why should we believe it?) (What does it mean for us?)Content: Content: Content:•Ad Campaign •Company Website •Whitepapers, Research Briefs •Print •Affiliated Network Sites focused on key opportunities •Online (PPC, Banners) hosted on Website & Affiliated •Sponsored Content Network Sites•Press Release(s) •Meet needs of researchers,•PR Campaign group decision-makers •Interviews •Focused on real world •Sponsored Content stories, clients, issues, results •Television •Offline Presentations•Internal Education Campaign •Executive Keynotes • Industry ViewsTools: Tools: Tools:•Paid Media •Paid Media •Earned Media•Outreach •Earned Media •Sponsored Content•PR Tactics •Outreach •Outreach•External Social Media •External, Compliance-based Social •External, Compliance-based Social• Controlled/‖owned‖ Blogs Media Media •Controlled/‖owned‖ Blogs •Controlled/‖owned‖ Blogs •Online Communities •Online Communities ©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 15
  16. 16. Most Companies Misunderstand This Point Phase I – Awareness Phase II – Engagement Phase III – Nurture (What does it mean?) (Why should we believe it?) (What does it mean for us?)Phasesare NOTdistinct!Portions of yourtargeted audiencewill be at differentstages despiteyour best efforts. ©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 16
  17. 17. Phase I - Awareness Answers: What does it mean? – Focus is on tactical ―build‖ in order to define idea – Integrated print, press, digital marketing, online activities, mobile tactics (QR codes) to get the word out Social Media supports instead of leading – External, compliance-based social media offerings send traffic to landing pages (Beacon Strategy) • • Home page Key Opportunities are highlighted CLIENT – Controlled blogs & LinkedIn Groups focus on concisely telling the message • CEO mini-keynote on homepage defining concept in business terms Awareness phase is about building audiences – Big Picture messaging with specific content and social media messaging/support 17©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  18. 18. Phase II - Engagement Answers: Why should we believe it? – Focus is on education to build trust in brand concept & message – Compliments offline activities to provide greater detail Social Media focuses upon using the network effect to distribute message while building results with targeted audiences (and being compliant) – Content excerpts placed on social network sites (audience dependent) with links back to executive blogs, videos (Beacon Strategy) CLIENT – Third party sites like Twitter build audience through tactical #keywords – External engagement takes place on key blogs and sites but is still managed Engagement Phase is about building an initial relationship through interactions, not just pushing information 18©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  19. 19. Phase III - Nurturing Answers: What does it mean for us? – Focus is on delivering relevant content, ideas, and information to interested parties – Laser focus on the biggest opportunities (defined during the planning process) Social Media focuses upon delivering targeted information that meets the needs of the most valuable roles within the audience – Shark Weeks on blogs, video channel updates, and community CLIENT – Additional offerings with registrations (webinars, keynotes, etc.) Engagement activities continue to build targeted audience – External engagement takes place on key blogs and sites like slideshare Nurturing Phase is about building stronger relationships by interacting with members on topics of interest to them 19©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  20. 20. Campaign Support Process – How We Make This Work! Project Time Pre-Campaign Pre-Campaign Campaign Launch Measurement & Post Launch Pre-Campaign Planning Content Creation Launch Activities Activities Refinement ActivitiesGoals & Objectives Ad copy, media, ―Prime the Pump‖ – Launch Ad Campaign Social Media Engagement with(incl. Target placement Social Networks Monitoring of Network Audience followed byAudience) Effect nurturing activitiesProcess Corporate content - Third Party Site Begin Ad Campaign Traffic Metrics What was learned in initialManagement Build Format based upon Interactions (Industry Support based upon launch phase – tools Selected (Video, Blogs, Twitter, FB Pre-Campaign adjustments made, KPIs Blog, Twitter, Walls, etc.) to Launch Activities Facebook, Social enahance earned Network, etc.) media opportunitiesTeam Alignment- Recycled content of Team Alignment & Support Employees Behavior Metrics Training of new resourcesInternal interest to audience Preparation Check as needed to use for continued engagementStakeholders & (Final) network effect and nurturingGlobal MembersSocial Tool Supporting content Marketing Automation Follow up on Third Adjust Tactics based Documentation of ResultsSelection, Tactics, & (FAQs, seed content, Work (TweetDeck, Party Site upon Objective and Best PracticesTiming press releases, etc.) newsletters, email, Interactions to Measurement Learned etc.) engage post-launchMeasurement - KPIs Translation Work Global Employee Begin Measuring KPI Achievement Measure Announcement & Network Effect Request for SupportProject Plan Draft & AgreementRACI chart (Go–No Go) ©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 20
  21. 21. Our Proven Methodology for Measurement Helps Focus on What’s Important This is your base Traffic – How many? line information – Visitors, Visits, Page views, Referrers, Posts, (counts) Followers, Fans, etc. This is what Day to Behavior – What did they do? Who are they? Day Management – Page views/Visit, Retweets, Likes, should focus upon Comments/Blog, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, etc. This is what Sr. Value – What did we gain by using the social Management media? cares about – Revenue, Recognition, Leads, Lower Support Costs, Brand Awareness, Purchase Influence, InsightTraffic & Behavior DO NOT EQUAL VALUE (but they do help drive it) ©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved. 21
  22. 22. About Impact Interactions Sample Project Methodology References 22©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.
  23. 23. What Our Clients Say: ―Mike worked with us almost 9 years ago to help us build the Cisco Networking Professionals Connection discussion forums and our best-in-class status is in part due to his efforts. Today his company, Impact Interactions provides the moderation services we need for NetPro as well as consultation for other social media and community projects across Cisco. I value their expertise and experience in the interactive field. They bring a level of insight, practicality and good sense that is particularly valuable at a time when everyone is trying to jump into the social media and community fray and many feign expertise they don’t really have.‖—Elaine Murphy, Cisco ―I’ve had the pleasure of working with Impact Interactions for more than seven years. They are energetic, strategic thinkers who are able to define issues and build and help implement strategies to solve them. Their knowledge and practice with social media, online communities, metrics, and online marketing gives them the experience needed to help organizations to make an impact in their people ecosystem interactions and achieve significant results. Our work covered multiple aspects of online marketing and eco-system build for SAP. Impact Interactions was able to create and deliver all solutions on time, with great results, and within budget. Mike Rowland’s focus on refining and meeting our goals is why we consider Impact Interactions a trusted partner.‖ —Raimund Mollenhauer, SAP AG ―We engaged Impact Interactions to streamline and help us understand how to use social media to meet our members’ information needs more effectively. The Impact Interactions team knows the space and how to reach your audience using social media while delivering tangible business results to your organization.‖—Mark Carpenter, The American Chemical Society ―We have partnered with Impact Interactions on a number of occasions to present social media concepts to Fortune 500 retailers. They thoroughly understand the landscape and how interactive initiatives need to be woven into overall marketing plans. Most importantly, Impact Interactions stresses understanding the overall marketing objectives so that the solution and analysis are in line with the online efforts.‖ —Brian Hartman, SHC Direct 23©2011 JTS Online Holdings Inc. dba Impact Interactions. All Rights Reserved.

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