Integrating online community and social media 01.25.11 alt

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Slides from the SF OCTribe meetup on January 25th, 2011 with Athena East.

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Integrating online community and social media 01.25.11 alt

  1. 1. Tezza Yujuico, Co-Founder & COO<br />Integrating Online Community and Social Media<br />
  2. 2. Athena East-Powered Social Media Campaigns & Communities<br /> Athena East, Confidential<br />
  3. 3. The Current Structure<br />Community & Social are often in silos- run by different groups<br />Managers have to deal with “Boil the ocean” directives<br />3. Do you sometimes feel like:<br />When you should have:<br />© Athena East, Confidential<br />
  4. 4. Building the right program<br /><ul><li>Choose and pilot programs to see what best supports your community objectives
  5. 5. Define your goals
  6. 6. Consider existing efforts: think about initiatives or teams you have to support, measure, enhance
  7. 7. “Bang for your buck”
  8. 8. Is it buildable?
  9. 9. Is it scalable?
  10. 10. Is it repeatable?</li></ul>© Athena East, Confidential<br />
  11. 11. Case Study: Integrated Campaign<br />+<br />+<br />Community<br />Goal: Build a community of “pragmatic technologists” for Intel via Twitter and Facebook. <br />Athena East: Post and moderate content across Twitter, Facebook, & Community Site. Build social media follower and fan base, and manage content.<br />Results<br />Within 14 weeks:<br /><ul><li>7,140 New Followers
  12. 12. 4,374 New Fans
  13. 13. Follower index: 0.6X-0.7X (60-70% of the people we followed, followed</li></ul> us back)<br />© Athena East, Confidential<br />
  14. 14. +<br />+<br />Community<br /> Case Study: Engagement Marketing Program<br />Build a social program to supplement their general media campaign<br /><ul><li>Create a simple message, that drives people to action
  15. 15. Engage on a personal level, keep it simple
  16. 16. Track: CTR, Engagement Index, Retweets, Amplification
  17. 17. 30,000 Engagements generated 1.1 Million unique views
  18. 18. 20% CTR
  19. 19. 5% Replied or Retweeted</li></ul>© Athena East, Confidential<br />
  20. 20. Gather your tools<br /><ul><li>Editorial Calendar
  21. 21. Monitoring Tool
  22. 22. Engagement Guidelines
  23. 23. Escalation Trees/Watchlist
  24. 24. Report Formats
  25. 25. Other internal teams</li></ul>© Athena East, Confidential<br />
  26. 26. Getting to good analysis: the data is out there…<br />It’s how you process the content that counts<br />Smart Data,<br />Actionable Insights<br />© Athena East, Confidential<br />
  27. 27. Getting to good analysis: the data is there…<br />Know what you’re looking for<br />I guess these are all positive.<br />Content of the Conversation<br /><ul><li>Advice
  28. 28. Support
  29. 29. News
  30. 30. Where to Buy?
  31. 31. Vs Competitors</li></ul>© Athena East, Confidential<br />
  32. 32. Being a Leader = An Integrated Approach<br />Tier 1: Operating in a flowing, dynamic model, but have a clear framework and strategy<br />Tier 2: Operating with a limited strategy, or partially executed strategy<br />Tier 3: Operating but with no/little/confusing strategy<br />© Athena East, Confidential<br />
  33. 33. Being a Leader<br />Leaders are operating with a coordinated strategy across communication channels<br />Leading companies have defined value propositions and roles for each communication channel, AND cultivate organic contribution<br />In order to move into a leadership position an organization must develop an overall strategy and support plan for multiple channels<br />
  34. 34. Landscape: Channel & Messaging<br />Multiple Channels<br />Microsoft<br />Adobe<br />Clear<br /> Value Prop<br />Unclear Value Prop<br />Single Channel<br />
  35. 35. If you only remember 3 things<br />Define your goals<br />Take the time to get a process and build a framework for your program, BUT don’t be afraid to change!<br />Think about your audience, be relevant to the conversation<br />© Athena East, Confidential<br />
  36. 36. Tezza Yujuico<br />tyujuico@athenaeast.com<br />415.279.2283<br />Twitter.com/athenaeast<br />Thank You<br />© Athena East, Confidential<br />

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