![First Step Monitoring [Topics] Conversations & Tips
• Social Media Dashboard
– All social media sources relating to topics of interest
– RSS technologies
– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )
• Weak Signals
– Twitter early warning in advance of blogging
• Set up a feed reader with relevant blogs and new feeds e.g. feedly or flipboard
• Use Twitter Search to follow hashtags and keywords in Twitter streams
• Start immediately (~3 mins) with Netvibes and key terms ( vocabulary)
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Effective business engagement using online communities
Effective engagement with online communities requires consideration of several key areas: 1. Focusing on relationships between people rather than technologies alone. 2. Understanding how social objects drive formation of networks. 3. Applying principles of social psychology around sharing, reciprocity, and social proof to build engagement. 4. Recognizing the benefits of community, such as knowledge sharing, can help businesses if community needs are prioritized over service needs.
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Effective business engagement using online communities
- 1. suresh.sood@uts.edu.au Geektoid Mangalawww.linkedin.com/in/sureshsood twitter.com/soody www.facebook.com/sureshsood ssood www.bravenewtalent.com/talent/suresh_sood Hero5! scuzzy55 soody GreatMystery14 Suresh S. "frequentreader"suresh Effective Business Engagement Using Online Communities
- 2. Key Areas forConsideration • Model of Communication • Relationships # Technologies • Social Objects • Social Psychology • Benefits of Community and Service Dominance • Launching a Service and Community Management • How to participate in Conversations • Best practices in social media • Community examples and 90-9-1 2
- 3. Rules of thenew marketing using social media 1. Authenticity 2. Advocacy 3. Marketing is real time conversations and feedback 4. Brand is the conversations
- 4. WHAT DO CUSTOMERSWANT ? Accessibility Responsiveness Knowledgeable People Promptness Promises Kept Kept Informed Follow Up No Surprises Do It Right First Time A Relationship Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value” 4
- 5. Relationships # Technologies 5 Thekey is to focus on the relationships and connections that are enabled, not the technologies. The social thing is the use of the technology. Think about the kind of relationship that you want e.g. transactional or relationship marketing Do you want the relationship to be short term and transaction, or long-term and intimate?
- 7. 7 Social Trash Cans,City of Lucern (Switzerland) Source: Neue Luzerner Zeitung Online, 11. Mai 2011
- 8. Social Objects 8 “Social Networksform around Social Objects**, not the other way around”. (** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com
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- 10. Social Psychology &Social Media: Sharing/giving/ receiving Reciprocity: we want to repay, in kind, what another person has provided us (what will you bring ) to build followers Consistency: desire to be (and to appear) consistent with what we have already done Reciprocal response (the favour in return to your request) needs to be made actively, publicly and voluntarily (no one is forcing me to do any of this) Social proof: to determine what is correct find out what other people think is correct Lots of posts, retweeted content, recommended, blogging for bonding Authority: deep-seated sense of duty to authority Expert on matters of fact emphasize authority when presenting Matters of taste (film, restaurant or hotel etc.) consensus, number of things Likeability: we say yes to someone we like Scarcity: limitation enhances desirability Scarcity in social media = unique value Adapted from Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993) 10
- 11. Purpose Motive Linux-Apache-Wikipedia Drive #1:Eat when we’re hungry. Drink when we’re thirsty. Etc. Drive #2: Respond to rewards and punishments in our environment. Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!) “Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 11
- 12. The benefits ofa house (“own”) COMMUNITY Social commerce Donations, gifts, e-coupons… Research & Development generate ideas, develop insights, test strategies Knowledge management generate, aggregate, disseminate organisational knowledge Brand equity build enduring and intimate brand relationships in Australia and globally 12
- 13. Service-Dominant Logic • Alogic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service • Essential Concepts and Components – Service: the application of competences for the benefit of another entity • Service (singular) is a process—distinct from “services”— particular types of goods – Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible) – See value as always co-created (Market With i.e. Collaborate with Customers & Partners to Create & Sustain Value) – Sees goods as appliances for service delivery – Implies all economies are service economies • All businesses are service businesses Vargo, S.L. and R.F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-1713
- 14. Launching a SocialNetwork Service (Community Online) 1. What is your social object ? Define your vocabulary 2. Mobile 3. Photos, Videos, Latest Activity, Members, and Events 4. Keywords for discoverability 5. Welcome centre 6. FAQs 7. Moderation e.g. suspend members, own user moderation 8. Kick start with champions/evangelists/passionates 9. Latest activity 10. Giveaways e.g. book from authors/guest visiting library 11. Monitor registrations 12. Members/volunteers as moderators 13. Link to main web site 14. Promote content via email, Twitter & Facebook 15. Share content on other social networks e.g. LinkedIn 14
- 15. Serves all companydepartments Converse with Customers through listening and responding to needs vs. marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency. Community Manager 15
- 16. How to Participatein Conversations • Conversational calendar • Keywords/Vocabulary online & offline • What topics do your customers care about ? • What topics are trending in your industry • Monitor existing social media via dashboard e.g. Twitter • Use complaints or opportunity to discuss solutions • Become an expert providing service through social exchange • 16
- 17. Social Media ConversationCalendar Triggers • Tweets ~ 1 to 2 per day • Facebook status daily • LinkedIn 3 hours per week • YouTube weekly • New ACCI content ~ 5 to 8 hours per month • New ACCI online contacts ~ 5 hours per month • New blog post ~ 1 per week 17
- 18. First Step Monitoring[Topics] Conversations & Tips • Social Media Dashboard – All social media sources relating to topics of interest – RSS technologies – Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google ) • Weak Signals – Twitter early warning in advance of blogging • Set up a feed reader with relevant blogs and new feeds e.g. feedly or flipboard • Use Twitter Search to follow hashtags and keywords in Twitter streams • Start immediately (~3 mins) with Netvibes and key terms ( vocabulary) 18
- 19. …Blogs are likeconversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station. We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected. 40 year old Mom blogger “nightowlmama” (#260)19
- 20. Best Practices SocialMedia • Add “Share This” widgets to your website • Create your own widgets visitors can share on own sites and pages • Share the content of others • Share your own content across platforms 20 • Make sure content has an RSS feed • Share RSS feed with site visitors, social network friends • Use RSS feeds to help streamline social media workflow • Pick an interesting voice • Maximize outbound links • Set outbound links to be opened in a new window • Invite and encourage conversation • Create a channel • Tag your videos with keywords • Embed videos in your blog and website • Engage commentators • Profiles are for People • Get a Page, Get Some Fans • Use Groups for collaboration • Use Events to Generate Attendance • 70 – 20 – 10 Engagement Model (Angela Maiers) – 70% - Sharing others voices, opinions, and tools – 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues – 10% - Promoting and/or chit-chatting Sharing Blogging Twitter Facebook YouTube RSS
- 21. Water Cooler/Ambient Intelligence Microbloggingmicrosharing -> microlearning Status management without walking around -touching base Checking the overall state of company or group - awareness Response and listening – all optional i.e. a pub/sub model Spot check all is well or anyone absent or problems ? Adjust accordingly and move on Collaborate Share info Get to know others More aware What are you working on ? What is taking up time – ask advice What did you learn ? 21
- 22. Facebook or Twitter? The Psychology of You • Survey 300 people online 70% Europe and others from N. America and Asia • 207 women 18 – 63 • Personality based around "Big Five” factors • Personality explains 10-20% way participants use the sites. Other factors e.g. intelligence and motivation big influence • People who used Facebook mostly for socialising tended to score more highly on sociability and neuroticism (consistent with past research suggesting that shy people use the site to forge social ties and combat loneliness). • Twitter correlated with higher sociability and openness (but not neuroticism) and with lower scores on conscientiousness. • Social Twitter usage more as a form of social procrastination • overall preference for Twitter or Facebook? – need for cognition" tended to prefer Twitter – higher scorers in sociability, neuroticism and extraversion tended to prefer Facebook • Facebook is the more social of the two social networking sites, whereas Twitter is more about sharing and exchanging information. Source: Hughes, D., Rowe, M., Batey, M., and Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28 (2), 561-569
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- 26. The Business ModelInnovation Hub is where the management book bestseller Business Model Generation was written in collaboration with 470 participants.
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- 29. Caution! “Children never putoff till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE 29
Editor's Notes
- #2 Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
- #16 Community Manager is also StorytellerPast: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls. Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.Action Steps:Align business objectives.Develop progress reports.Establish emotional investment.
- #17 Expands consumer experience with owned and earned mediaBuild content and community.
- #22 Individual updatemicro-sharing– social networking tools and systems that enable listening, awareness, communication and collaboration between people, through short bursts of text, links, and multimedia content. – surprisingly powerful way to connect people to one another for corporate benefit.Pistacho Consulting Original Microsharing Report “Enterprise Microsharing Tools Comparison” November 2008, Laura Fitton“me”centric presence collective intelligenceGet answers fastReal time listening and learningSillos overcome via social seamingManage without walking aroundAmbient Intelligence – Constant Awareness –Micro updatesWhen integrated with enterprise software and other core business applications, microsharing can fundamentally improve operating efficiency, employee retention, company culture and professional development for individual and team contributors.
- #24 Participation Inequality (Jakob Nielsen )90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute.9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activityFor participation on Amazon see: http://www.amazon.com/review/top-reviewers-classicOf 100 visitors10 will become members1 will generate contentFacebook users have ~200 friends thus ~2 of friends contribute content