Transform a "Like" into an Advocate


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Presentation for Silicon Valley Meetup- August 2012

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Transform a "Like" into an Advocate

  1. 1. Transform a “Like”into a AdvocateDeirdre WalshSr. Social Media Manager#jiveon
  2. 2. Have always been a geek.PR, Public Affairs, Community Management, Social Media for Tech Companies
  3. 3. Eat Our Own Dog FoodSocial Team at Jive Software •  Employee Community •  External Communities –  Customers, Prospects, Partners, Developers, Press •  Social Media –  Facebook, LinkedIn, YouTube, Twitter, Google+
  4. 4. The new way is here. 800 Million + 120 Million 250 Million Active users Members Tweets per day …and it’s not just for consumers. © Jive confidential
  5. 5. The only way to business. Technology Financial Telecom Healthcare & Retail Services Lifesciences © Jive confidential
  6. 6. Social Intranet Social Customer Service Social Marketing & SalesCustomers Employees Partners
  7. 7. MORE LESS of what you want of what you don’t want Collaboration Searching for InfoCustomer Satisfaction Support Calls Win Rate Email © Jive confidential
  8. 8. The biggest from > to in a generation.FROM TOMechanization Social CapitalTransactions CRM People ExpertiseRecords ERP Conversations DecisionsProcesses IdeasECM Relationships © Jive confidential
  9. 9. Business ChallengeDrive Trials of New Software Product
  10. 10. 7 Steps to become a Social Office HeroDefine Integrate Listen Engage Build Activate Analyze Set clear Connect to Monitor Add value to Grow Reward and Track andgoals that internal and the social successful amplify key reportalign with structure, respond to streams channels evangelists impact overall process, actionable that you acrossbusiness plans. convos manage. businessobjectives
  11. 11. 1. DefineSet clear goals that align withoverall business objectives
  12. 12. Define: Campaign GoalsEnsure social goals align with business goals•  Increase awareness•  Reposition corporate brand•  Drive leads and software trials•  Foster loyalty and advocacyEach with measurable targets
  13. 13. Define: Target AudienceTalkers – Flip the Funnel Talkers •  Fans, bloggers, influencers, employees, customers •  Anyone who will talk about Jive, our products or assets Prospects •  Ambitious, driven •  Fortune 1000 company, + Top 50 prospects •  Directly / indirectly manage highly collaborative teams in customer support, marketing, services, IT and/or sales.
  14. 14. Define: Target Audience GoalsDon’t forget – both sides need to benefit By participating, customers, influencers, & prospects get: •  latest news and info •  insider views into Jive •  proficient via best practice sharing •  connected to like-minded people •  voice heard inside and outside Jive •  recognized for great work, promoted as thought-leaders
  15. 15. Define: Role of Each Social PlatformChannel differentiation is key to building a social ecosystem Channel Function Facebook Social hub where Jive curates the best-in-social from across the web and reinforces industry expertise Twitter Provides of-the-moment industry and 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 brand Google + Forum for technical conversation Corporate Blog Provides resources to equip mid-level managers
  16. 16. 2. IntegrateDon’t be an island. Connect tointernal structure, process, plans.
  17. 17. Integrate: Internal TeamsSocial DNA Mtg•  virtual social media team with contacts in key departments Support•  formalize employee social media guidelines Sales•  social media trainings•  empowered and rewarded R&D participation Corp.
  18. 18. Integrate all social strategiesIntegrate promoted, earned, and owned social channels todrive activity, reach, and engagement Social Media Users Social Impressions Engagement Fan/Follower Acquisition Acquisition + Engagement = Leads Action JIVE LEADS
  19. 19. Integrate social throughout customer journeyAwareness Engage Try Buy Use Loyal•  Social •  Social •  Online •  Customer •  Adoption kit •  Webcasts advertising marketing – community references •  Jive Talks •  Champions•  Influencer earned and support and •  Case studies best practices •  Rewards and relationship- owned engagement reputation building •  Social sharing •  Gamification•  Syndication in trial and curation
  20. 20. 3. ListenMonitor and respond to actionableconversation
  21. 21. Social Media Management•  more than just mass media news sharing•  it’s about building valuable relationships•  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 mistakes
  22. 22. Monitoring Partner RelationshipsSocial Prospecting Customer RelationshipsCustomer Service
  23. 23. 4. EngageAdd value to the social streams
  24. 24. Social Content CalendarEnsures value-added content creation & syndication – not more noise
  25. 25. Integrated Social Media Marketing Approach
  26. 26. Social Publishing Live Tweeting from EventsContent Creation & Syndication Encourage ConversationCall to Action: Try Jive
  27. 27. CurationEngage with Influencers •  50% of Jive social content comes from other sources •  Create conversations with influencers and “talkers”
  28. 28. Paid Engagements“Like” ads, Promoted Content, Right Rail“The Doer”: Marketing Manager, Community Manager“The Strategist”: Marketing Director“The Decision Maker”: Vice President, CMO
  29. 29. Offline: Office Hero Live on NASDAQ Tower
  30. 30. 5. BuildGrow successful channels that youmanage.
  31. 31. Social Channels
  32. 32. Jive for Teams CommunityManaged by Success Coaches
  33. 33. 6. ActivateReward and amplify key evangelists
  34. 34. Employee= BestREAL Office Heroes Brand Advocate Social Advocate Customer Spotlight Thursday Thanks
  35. 35. 7. AnalyzeTrack and report impact acrossbusiness
  36. 36. Nearly 66% of interactive marketers are NOT currently measuring their social marketing initiatives
  37. 37. Analyze: Key Earned Social Media Metrics
  38. 38. Results - ReachEarned
  39. 39. Results - ReachEarned
  40. 40. Results - EngagementEarned
  41. 41. When campaign kicked off, only 5.9% of the Jive Software Facebook community was engaged. Today, we are at 45% This is great for B2B!
  42. 42. Promoted ResultsPaid Social Media – Two WeeksFans and Follower Acquisition •  801 new Twitter followers directly attributed to promoted content •  More than 2,000 new 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%.
  43. 43. Owned ResultsJive Talks “thought-leadership” and actionable recommendations perform bestTop 10 Roles of an Internal Community Manager got 30X traffic of any other post
  44. 44. Analyze: Key Business MetricsDrove trials and had higher sales conversions than othermarketing channels
  45. 45. Top 4 Lessons Learned1.  Increasing reach and engagement raises lead potential2.  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 product3.  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 content4.  There is a social funnel: •  Reach leads to Potential Impressions •  Potential Impressions lead to Real Impressions •  Real Impressions lead to Fan/Follower Acquisition •  Acquisitions lead to Conversions
  46. 46. 7 Steps to become a Social Office HeroDefine Integrate Listen Engage Build Activate Analyze Set clear Connect to Monitor Add value to Grow Reward and Track andgoals that internal and the social successful amplify key reportalign with structure, respond to streams channels evangelists impact overall process, actionable that you acrossbusiness plans. convos manage. businessobjectives