Transform a “User”into an Engaged Fan /FollowerDeirdre Walsh @deirdrewalshJive - Sr. Social Media ManagerCarolyn Pawelek @cgpawelekSpredfast - Director of Social Services
Have always been a geek.PR, Public Affairs, Community Management, Social Media for Tech Companies
The Spredfast Partnership Ellen Westcott, Social Kavya Nath, Promoted Business Strategist Content Strategist Ellen helps clients achieve Kavya specializes in social their full social potential network promotions and through platform optimization assisting customers in getting and social strategy. the most out of their advertising spend via social. Matthew Cunningham, Kristen Sussman, Custom Solutions Community Management Architect Kristen and her team expand Matthew and his team create the voice of the customer and unique social encounters assist with the measurement leveraging over 10 years of of social business success experience designing and throughout the program. developing award-winning applications.
IMr Eat Our Own Dog Food D Social Team at Jive Software Si Bl D Tr • Employee Community • External Communitiesold U – Customers, Prospects, ac Partners, Developers, Press • Social Media – Facebook, LinkedIn, YouTube, Twitter, Google+e,es
1. DefineSet clear goals that align withoverall business objectives
r Define: Campaign Goals Un Ensure social goals align with business goals tit (s • Increase awareness • Reposition corporate brand Toold or • Drive leads and software trials • Foster loyalty and advocacy Each with measurable targetse,es
r Define: Target Audience Un Talkers – Flip the Funnel tit (s Talkers • Fans, bloggers, influencers, employees, customers • Anyone who will talk about Jive, our products or assets Toold or Prospects • Ambitious, driven • Fortune 1000 company, + Top 50 prospects • Directly / indirectly manage highly collaborative teams in customer support, marketing, services, IT and/or sales.e,es
r Define: Target Audience Goals Un Don’t forget – both sides need to benefit tit (s By participating, customers, influencers, & prospects get: • latest news and info Toold • insider views into Jive or • proficient via best practice sharing • connected to like-minded people • voice heard inside and outside Jive • recognized for great work, promoted as thought-leaderse,es
r Define: Role of Each Social Platform Un Channel differentiation is key to building a social ecosystem tit (s Channel Function Facebook Social hub where Jive curates the best-in-social from across the web and reinforces industry expertise Toold Twitter Provides of-the-moment industry and or product news; where Jive engages influencers YouTube Videos highlight customers and reinforce industry expertise LinkedIn Reserved for more in-depth, strategic conversations Instagram Infuse personality into brande, Google + Forum for technical conversationes Corporate Blog Provides resources to equip mid-level managers
2. IntegrateDon’t be an island. Connect tointernal structure, process, plans.
Integrate: All TeamsSocial DNA Employees Mgmt.• everyone is impacted by social Support Agency• virtual social media team with contacts in key departments• formalize employee social media Spredfast Sales guidelines• social media trainings R&D Marketing• empowered and rewarded participation Public Corp. Relations
Integrate all social strategies Ur Integrate promoted, earned, and owned social actions to drive activity, reach, tit and engagement (s Social Media Users Social Impressions Toold or Engagement Fan / Follower Acquisition + Acquisition Engagement = Leads Actione,es JIVE LEADS
Integrate social throughout customer journey Ur tit (s Toold or Awareness Engage Try Buy Use Loyal • Social • Social • Online • Customer • Adoption kit • Webcasts advertising marketing – community reference and • Jive Talks • Champions • Influencer earned and support and case studies best practices • Rewards and relationship- owned engagement in blog posts reputation building • Social sharing • Gamification • Syndication in trial and curatione,es
3. ListenMonitor and respond to actionableconversation
r Social Media Management Un tit (s • more than just mass media news sharing • it’s about building valuable relationships Toold or • analyze social to gain insight about company, products • also helps monitor competition, get leads, provide support • FTC guidelines requires socially-active companies truthful policies and training monitor the conversation and correct mistakese,es
IMr Monitoring Partner Relationships D Si Social Prospecting Bl D Trold U ac Customer Relationships Customer Servicee,es
IMr Social Publishing Live Tweeting from Events D Si Bl Content Creation & Syndication D Trold U ac Encourage Conversation Call to Action: Try Jivee,es
IMr Curation D Si Bl Engage with Influencers D Trold U ac • 50% of Jive social content comes from other sources • Create conversations with influencers and “talkers”e,es
Gamification Ur Interactive Facebook App tit (s Office Hero Super Powers - promote through timeline - make engagement fun Toold ore,es
Paid Engagements Ur “Like” ads, Promoted Content, Right Rail tit (s “The Doer”: Marketing Manager, Community Manager Toold or “The Strategist”: Marketing Director “The Decision Maker”: Vice President, CMOe,es
5. BuildGrow successful channels that youmanage.
Employee= Best REAL Office Heroes Brand Advocate Ur Social Advocate tit (s Toold or Customer Spotlight Thursday Thankse,es
7. AnalyzeTrack and report impact acrossbusiness
1. 2.r 3. Nearly 66% of interactive marketers are NOT currently measuring their sociale, marketing initiativeses
Analyze: Key Earned Social Media Metrics Uge ac 1 2old 3e, IM Des Si Bl D Tr sd Jive Software trial registrations
When campaign kicked off, only 5.9% of the Jive Software Ur Facebook community was engaged. tit (s Toold ore, Today, we are at 45%es This is great for B2B!
Promoted Results Ur Paid Social Media – Two Weeks tit (s Fans and Follower Acquisition • 12% increase in Twitter followers directly attributed to Toold promoted content or • More than 100% growth in Facebook fans attributed directly to ads and sponsored stories • Engagement increased as “base” was built throughout the program. • Most B2B on Twitter run in the 1-2%, we are at 6%.e,es
Owned Results Ur tit (s Jive Talks “thought-leadership” and actionable recommendations perform best Top 10 Roles of an Internal Community Manager got 30X traffic of any other post Toold ore,es
Analyze: Key Business Metrics Ur tit (s Drove trials and had higher sales conversions than other marketing channels Toold ore,es
U 7 Steps to become a Social Office Hero tites (s 1 2 Deﬁne Integrate Listen Engage Build Activate Analyzeold 3 Set clear Connect to Monitor Add value to Grow Reward and Track ande, goals that internal and the social successful amplify key report IM align with structure, respond to streams channels evangelists impact overall process, actionable that you across Des business plans. convos manage. business Si objectives Bl D Tr sd
r Top 4 Lessons Learned Un tit 1. Increasing reach and engagement raises lead potential (s 2. Publishing rich content that fans/followers share along with paid content promoting the trial provided a consistent level of engagement which give credibility to the brand and product Toold or 3. Prompting fans to take action and provide feedback, not only drove Sign Ups, but also created word-of-mouth engagement that helped expand the reach of content 4. There is a social funnel: • Reach leads to Potential Impressions • Potential Impressions lead to Real Impressions • Real Impressions lead to Fan/Follower Acquisitione, • Acquisitions lead to Conversionses