Developing Business Oriented Communities Using Social Media

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Everyone is talking about Social Media, but how it applies to the B2B environment? This document shows some basic steps to develop digital business oriented communities.

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Developing Business Oriented Communities Using Social Media

  1. 1. Developing Business OrientedCommunitiesUsing Social Media<br />March2011<br />Daniel Tártaro // daniel.tartaro@gmail.com // @dtartaro<br />
  2. 2. agenda<br /><ul><li>The Golden RuleAbout Online Community
  3. 3. Basic steps for online communitiesdevelopment
  4. 4. Listenup
  5. 5. Define therightplatforms
  6. 6. Generategreatcontent
  7. 7. Rewardyouraudience
  8. 8. Measure it
  9. 9. Managing a digital community
  10. 10. Howabouttherisks?</li></li></ul><li>The Golden Ruleabout online community<br />
  11. 11. It’sallaboutsimplicity!<br />Contentsharingamongfriends<br />Contentsharingamongbusiness network<br />
  12. 12. What do theyhave in common?<br />X<br />Relevantcontentisthekeyingredient<br />
  13. 13. Basic Steps for Online CommunityDevelopment<br />
  14. 14. Start listening(andidentifypossibleinfluencers)<br />
  15. 15. Adobe – Social Listening<br />Adobe on Social Targeting<br /><ul><li>463 highlyrelevant bloggers
  16. 16. Monitor between 200 and 600 conversationsdaily</li></li></ul><li>Define therightplatforms(where are myprospects?)<br />Cons<br />Platforms<br />Pros<br /><ul><li>+ 600MM usersworldwide
  17. 17. Customappsdevelopment
  18. 18. Originallymade for personalusage
  19. 19. Reallyeasytoengage
  20. 20. Aggregatesall social content
  21. 21. Takes time togenerate a community
  22. 22. Easyto setup a community
  23. 23. Memberscontrol
  24. 24. Pre-set tools, notsoeasyto customize
  25. 25. Hugereach
  26. 26. It’spossibletopromotecontent
  27. 27. More expensivetogeneratevideocontent
  28. 28. High bandwidth demand</li></ul>Custom Platform<br /><ul><li>Tailormade
  29. 29. Expensive
  30. 30. Requiresconstantmaintenance</li></li></ul><li>IBM onTwitter<br />IBM OnTwitter<br /><ul><li>Vastamountof Corporate TwitterAccount
  31. 31. New accountsflourishaccordingtointernalneeds
  32. 32. Descentralizedcontentgeneration</li></li></ul><li>GE MarkNet – CustomInternal Platform<br />GE Marknet<br /><ul><li>Launched in March 2010
  33. 33. + 4K members
  34. 34. Organizedinto “idea hubs”
  35. 35. Experts in similar disciplines canconnectandcollaborate no mattertheirindustryorlocation
  36. 36. Hubs examples: Digital Mkt, Mkt Communications, Customer Experience, Pricing...</li></li></ul><li>Portal Ipiranga – Custom Platform<br />Rede Ipiranga<br /><ul><li>Connects 5K+ gasstationowners in Brazil
  37. 37. Relevantcontentandservices
  38. 38. Offersdetailed data analysisabouteachstation</li></li></ul><li>Generate a greatcontent(what are theywillingtolisten?)<br />Youwillberelevantonlyifyouofferanoutstandingcontent. Thereis no interruptionmodelhere<br />
  39. 39. Amex ConneXion – Custom Platform<br />Business TravelConneXion<br /><ul><li>Industry-wide social network
  40. 40. Availableonly for clients
  41. 41. Contentgeneratedbyindustry experts andcompanyclients</li></li></ul><li>Rewardyouraudience(whyshouldtheyengagewithyou?)<br />People must feelrewardedwhentheyinteract. It’snotaboutmoney, buttomake a differenceontheir business perspective<br />
  42. 42. Visa – Facebook / Customplatform<br />Visa Business Network<br /><ul><li>Objective: Reachsmall business owners
  43. 43. It’spossibletoconnectwithother businesses
  44. 44. Educateowner’swithrelevantcontent
  45. 45. +70K users</li></li></ul><li>Measureyourresults(WhichKPI’sshould I use?)<br />Digital indicators<br />Business indicators<br />Interaction per post<br />Influence<br />Total leads from social<br />Trafficgeneratedtowebpages<br />Net Sentiment<br /># conversations<br />Social ROI<br />Rquests for Information<br />Media Sharing<br />VideoViews<br />Lead quality<br />Prospectsentiment<br /># followers<br /># fans<br />Products Feedback<br />Sales from social channels<br />
  46. 46. Managing a digital community(Fewquestionstoconsider)<br />External Management<br />Internal Management<br />X<br />Top Down<br />BottomUp<br />X<br />PushContent<br />Pullcontent<br />X<br />The community managers must be familiar withthe social media conversationstyle<br />
  47. 47. Howabouttherisks?<br />Decentralizedcontacts??<br />Real lifefeedback’s??<br />Interactionamongcustomers??<br />
  48. 48. Thankyou<br />Daniel Tártaro<br />daniel.tartaro@gmail.com<br />twitter.com/dtartaro<br />

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