Presentation for Silicon Valley Meetup- August 2012

1. Transform a “Like”
into a Advocate
Deirdre Walsh
Sr. Social Media Manager
#jiveon

2. Have always been a geek.
PR, Public Affairs, Community Management, Social Media for Tech Companies

3. Eat Our Own Dog Food
Social Team at Jive Software
• Employee Community
• External Communities
– Customers, Prospects,
Partners, Developers, Press
• Social Media
– Facebook, LinkedIn,
YouTube, Twitter, Google+

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. The only way to business.
Technology Financial Telecom Healthcare & Retail
Services Lifesciences
© Jive confidential

6. Social Intranet
Social Customer Service
Social Marketing & Sales
Customers Employees Partners

7. MORE LESS
of what you want of what you don’t want
Collaboration Searching for Info
Customer Satisfaction Support Calls
Win Rate Email
© Jive confidential

8. The biggest from > to in a generation.
FROM TO
Mechanization Social Capital
Transactions CRM People Expertise
Records ERP Conversations Decisions
Processes Ideas
ECM Relationships
© Jive confidential

9. Business Challenge
Drive Trials of New Software Product

11. 7 Steps to become a Social Office Hero
Define
Integrate
Listen
Engage
Build
Activate
Analyze
Set clear Connect to Monitor Add value to Grow Reward and Track and
goals that internal and the social successful amplify key report
align with structure, respond to streams
channels evangelists
impact
overall process, actionable
that you across
business plans.
convos
manage.
business
objectives

12. 1. Define
Set clear goals that align with
overall business objectives

13. Define: Campaign Goals
Ensure social goals align with business goals
• Increase awareness
• Reposition corporate brand
• Drive leads and software trials
• Foster loyalty and advocacy
Each with measurable targets

14. Define: Target Audience
Talkers – 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.

15. Define: Target Audience Goals
Don’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

16. Define: Role of Each Social Platform
Channel 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

17. 2. Integrate
Don’t be an island. Connect to
internal structure, process, plans.

18. Integrate: Internal Teams
Social 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.

19. Integrate all social strategies
Integrate promoted, earned, and owned social channels to
drive activity, reach, and engagement
Social Media Users
Social Impressions
Engagement
Fan/Follower
Acquisition Acquisition +
Engagement = Leads
Action
JIVE LEADS

20. Integrate social throughout customer journey
Awareness 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

21. 3. Listen
Monitor and respond to actionable
conversation

22. 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

23. Monitoring Partner Relationships
Social Prospecting
Customer Relationships
Customer Service

24. 4. Engage
Add value to the social streams

25. Social Content Calendar
Ensures value-added content creation & syndication – not more noise

26. Integrated Social Media Marketing
Approach

27. Social Publishing Live Tweeting from Events
Content Creation & Syndication
Encourage Conversation
Call to Action: Try Jive

28. Curation
Engage with Influencers
• 50% of Jive social content
comes from other sources
• Create conversations with
influencers and “talkers”

29. Paid Engagements
“Like” ads, Promoted Content, Right Rail
“The Doer”: Marketing Manager, Community Manager
“The Strategist”: Marketing Director
“The Decision Maker”: Vice President, CMO

30. Offline: Office Hero Live on NASDAQ Tower

31. 5. Build
Grow successful channels that you
manage.

32. Social Channels

33. Jive for Teams Community
Managed by Success Coaches

34. 6. Activate
Reward and amplify key evangelists

35. Employee= Best
REAL Office Heroes Brand Advocate
Social Advocate
Customer Spotlight
Thursday Thanks

36. 7. Analyze
Track and report impact across
business

37. Nearly 66% of interactive marketers are
NOT currently measuring their social
marketing initiatives

38. Analyze: Key Earned Social Media Metrics

39. Results - Reach
Earned

40. Results - Reach
Earned

41. Results - Engagement
Earned

42. 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!

43. Promoted Results
Paid Social Media – Two Weeks
Fans 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%.

44. Owned Results
Jive Talks “thought-leadership” and actionable recommendations perform best
Top 10 Roles of an Internal Community Manager got 30X traffic of any other post

45. Analyze: Key Business Metrics
Drove trials and had higher sales conversions than other
marketing channels

46. Top 4 Lessons Learned
1. Increasing reach and engagement raises lead potential
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
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 Acquisition
• Acquisitions lead to Conversions

47. 7 Steps to become a Social Office Hero
Define
Integrate
Listen
Engage
Build
Activate
Analyze
Set clear Connect to Monitor Add value to Grow Reward and Track and
goals that internal and the social successful amplify key report
align with structure, respond to streams
channels evangelists
impact
overall process, actionable
that you across
business plans.
convos
manage.
business
objectives