Impact interactions social media qualifications summary 2011

Our Qualifications & Approach to Delivering
Value Through Social Media and
Communities

May 9, 2011
Mike Rowland
President

©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 1

About Impact Interactions

Sample Project Methodology

References

2
All Rights Reserved.

Our Projects Bring Business Value
to Clients, Not Just Traffic

From the recent Value Framework project with Impact Interactions:

“Active members using our community to interact and engage with
us controlled hundreds of millions of dollars in sales revenue over a
6 month period.

Active partners of NetApp engaging in the community delivered over
half a billion dollars in partner owned sales revenue over the same
time period.”

- Navneet Grewal, Director Digital Marketing

3

Our Experience

Our Clients include: Global Experience: Where We’ve Launched Projects

4

Our Management Team

Mike Rowland, President & Founder (11+ years experience)
– Relevant Experience: Clients SAP, Cisco, NetApp, Intel, HP; Social
Media process management, training; Developed Methodology & Best
Practices; ROI & Value Measurement
Adam Crawford, Social Media Consultant (12+ years experience)
– Relevant Experience: Clients Cisco, NEFE; Technology Selection;
Reporting on Social Media; Facebook Marketing
Lauren Bittner, Social Media Consultant (12+ years experience)
– Relevant Experience: Clients Cisco, IBM, and McGraw-Hill; Reporting
on Social Media; Twitter Management
Robert Hu, Manager of Client Services (2 years experience)
– Relevant Experience: Clients SAP, NetApp; Dashboards


Our Consulting Services

Social Media & Online Community Consulting Services
– Maximize online results through proven strategies using interactive features like
communities, Twitter, Facebook, LinkedIn, YouTube, and events to meet specific
business objectives
– Bring the best practices and real world user experience into the planning process
in order to accelerate results while avoiding the common mistakes most
organizations make using social media and communities
Project Management Consulting Services
– Support from developing Business Requirements documentation to management
processes and activities
– Technology selection to find the platform(s) that will best fit your plans and
provide measureable results
Measurement Strategy Services
– Clear concise reporting on how Social Media is performing against your
organization’s key performance indicators (KPI) to deliver results and insight
– ROI framework and analysis to provide executives with the value of your project

6

Recent Consulting
Engagements

7

Our Outsourced
Management Services
Social Media & Community Management Services
– Day to day management of social media sites and communities to increase
interactions, drive traffic, and increase results for social media programs, online
communities, and events
• Professionally trained staff to ensure social media and community is working
towards organizational goals, not just random chatter
Social Media Listening Services
– Expand the network of information sources beyond your project to gain additional
insight and opportunities for your brand and project
– Understand when to engage with critics and when to wait on the sidelines while
identifying the enthusiasts for your brand
– Drive quality interactions to your project through effective use of third party sites
while being seen as a thought leader
Social Media & Online Community Interactive Dashboards
– Data visualization and tracking of Key Performance Indicators

8

Recent Management
Engagements

9

Customized SAP Crystal©
Interactive Dashboard
Reporting

Why Present a Static PowerPoint Deck When
You Can Provide a Self Service Dashboard &
Analysis?

Dashboards Customized to Report on Multiple
Data Sets & Sources

10



References

11

Social Media & Communities
Require a Process Mindset,
Not a Campaign

Listening, Integrated
Measurement, Social Media
& Evaluation Offerings

Social Media
Strategy

Advocate & Engage &
Influence Empower

12

Results Created through
Efficiency, Process
Planning, & Execution
Audience Current
Role in
Segment Engagement
Analysis Segment
level

Audience Calendar -
Content Needs
Structure
Timing

Team Roles, Time Content
Area Experts
Recruitment Commitment Contributors

Process Audience
Internal External
Optimization Expectation

Beacon Copywriting
Digital Media Strategy & Placement
Link Strategy

Traffic,
Stakeholder
Measurement Behavior, Reporting
Questions
Value


It Begins with Audience
Analysis

For Each Audience, you must
answer:
What does it mean? Researchers Decision Makers
Why should we believe it? Looking for information Evaluating Offerings

What does that mean for us?

Audience Analysis is much more
than segmentation. There are
multiple roles within each
segment that have specific Amplifiers Influencers
needs. Spread your message Advocate for you

14

Social Media Support Based
Upon Phase Definitions
Phase I – Awareness Phase II – Engagement Phase III – Nurture
(What does it mean?) (Why should we believe it?) (What does it mean for us?)
Content: Content: Content:
•Ad Campaign •Company Website •Whitepapers, Research Briefs
•Print •Affiliated Network Sites focused on key opportunities
•Online (PPC, Banners) hosted on Website & Affiliated
•Sponsored Content
Network Sites
•Press Release(s) •Meet needs of researchers,
•PR Campaign group decision-makers
•Interviews •Focused on real world
•Sponsored Content stories, clients, issues, results
•Television •Offline Presentations
•Internal Education Campaign •Executive Keynotes
• Industry Views
Tools: Tools: Tools:
•Paid Media •Paid Media •Earned Media
•Outreach •Earned Media •Sponsored Content
•PR Tactics •Outreach •Outreach
•External Social Media •External, Compliance-based Social •External, Compliance-based Social
• Controlled/‖owned‖ Blogs Media Media
•Controlled/‖owned‖ Blogs •Controlled/‖owned‖ Blogs
•Online Communities •Online Communities


Most Companies
Misunderstand This Point
Phase I – Awareness Phase II – Engagement Phase III – Nurture
(What does it mean?) (Why should we believe it?) (What does it mean for us?)

Phases
are NOT
distinct!
Portions of your
targeted audience
will be at different
stages despite
your best efforts.


Phase I - Awareness
Answers: What does it mean?
– Focus is on tactical ―build‖ in order to
define idea
– Integrated print, press, digital
marketing, online activities, mobile
tactics (QR codes) to get the word out
Social Media supports instead of
leading
– External, compliance-based social
media offerings send traffic to landing
pages (Beacon Strategy)
•
•
Home page
Key Opportunities are highlighted
CLIENT
– Controlled blogs & LinkedIn Groups
focus on concisely telling the message
• CEO mini-keynote on homepage
defining concept in business terms
Awareness phase is about building
audiences
– Big Picture messaging with specific
content and social media
messaging/support

17

Phase II - Engagement
Answers: Why should we believe it?
– Focus is on education to build trust in
brand concept & message
– Compliments offline activities to provide
greater detail
Social Media focuses upon using the
network effect to distribute message
while building results with targeted
audiences (and being compliant)
– Content excerpts placed on social
network sites (audience dependent)
with links back to executive blogs,
videos (Beacon Strategy)
CLIENT
– Third party sites like Twitter build
audience through tactical #keywords
– External engagement takes place on
key blogs and sites but is still managed
Engagement Phase is about building
an initial relationship through
interactions, not just pushing
information

18

Phase III - Nurturing
Answers: What does it mean for us?
– Focus is on delivering relevant content,
ideas, and information to interested
parties
– Laser focus on the biggest
opportunities (defined during the
planning process)
Social Media focuses upon delivering
targeted information that meets the
needs of the most valuable roles within
the audience
– Shark Weeks on blogs, video channel
updates, and community
CLIENT
– Additional offerings with registrations
(webinars, keynotes, etc.)
Engagement activities continue to
build targeted audience
– External engagement takes place on
key blogs and sites like slideshare
Nurturing Phase is about building
stronger relationships by interacting
with members on topics of interest to
them

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Campaign Support Process
– How We Make This Work!
Project Time

Pre-Campaign Pre-Campaign Campaign Launch Measurement & Post Launch
Pre-Campaign Planning
Content Creation Launch Activities Activities Refinement Activities

Goals & Objectives Ad copy, media, ―Prime the Pump‖ – Launch Ad Campaign Social Media Engagement with
(incl. Target placement Social Networks Monitoring of Network Audience followed by
Audience) Effect nurturing activities

Process Corporate content - Third Party Site Begin Ad Campaign Traffic Metrics What was learned in initial
Management Build Format based upon Interactions (Industry Support based upon launch phase –
tools Selected (Video, Blogs, Twitter, FB Pre-Campaign adjustments made, KPIs
Blog, Twitter, Walls, etc.) to Launch Activities
Facebook, Social enahance earned
Network, etc.) media opportunities

Team Alignment- Recycled content of Team Alignment & Support Employees Behavior Metrics Training of new resources
Internal interest to audience Preparation Check as needed to use for continued engagement
Stakeholders & (Final) network effect and nurturing
Global Members

Social Tool Supporting content Marketing Automation Follow up on Third Adjust Tactics based Documentation of Results
Selection, Tactics, & (FAQs, seed content, Work (TweetDeck, Party Site upon Objective and Best Practices
Timing press releases, etc.) newsletters, email, Interactions to Measurement Learned
etc.) engage post-launch

Measurement - KPIs Translation Work Global Employee Begin Measuring KPI Achievement Measure
Announcement & Network Effect
Request for Support

Project Plan Draft & Agreement
RACI chart (Go–No Go)


Our Proven Methodology for
Measurement Helps Focus
on What’s Important
This is your base Traffic – How many?
line information – Visitors, Visits, Page views, Referrers, Posts,
(counts) Followers, Fans, etc.
This is what Day to Behavior – What did they do? Who are they?
Day Management – Page views/Visit, Retweets, Likes,
should focus upon Comments/Blog, Posts/Visitor, New
Registrations/First Time Visitors, Repeat
Visitors, Subscriptions, % Customers, etc.
This is what Sr. Value – What did we gain by using the social
Management media?
cares about
– Revenue, Recognition, Leads, Lower Support
Costs, Brand Awareness, Purchase Influence,
Insight
Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)



References

22

What Our Clients Say:
―Mike worked with us almost 9 years ago to help us build the Cisco Networking Professionals Connection
discussion forums and our best-in-class status is in part due to his efforts. Today his company, Impact
Interactions provides the moderation services we need for NetPro as well as consultation for other social
media and community projects across Cisco. I value their expertise and experience in the interactive
field. They bring a level of insight, practicality and good sense that is particularly valuable at a time when
everyone is trying to jump into the social media and community fray and many feign expertise they don’t
really have.‖—Elaine Murphy, Cisco
―I’ve had the pleasure of working with Impact Interactions for more than seven years. They are energetic,
strategic thinkers who are able to define issues and build and help implement strategies to solve them.
Their knowledge and practice with social media, online communities, metrics, and online marketing gives
them the experience needed to help organizations to make an impact in their people ecosystem
interactions and achieve significant results. Our work covered multiple aspects of online marketing and
eco-system build for SAP. Impact Interactions was able to create and deliver all solutions on time, with
great results, and within budget. Mike Rowland’s focus on refining and meeting our goals is why we
consider Impact Interactions a trusted partner.‖ —Raimund Mollenhauer, SAP AG
―We engaged Impact Interactions to streamline and help us understand how to use social media to meet
our members’ information needs more effectively. The Impact Interactions team knows the space and
how to reach your audience using social media while delivering tangible business results to your
organization.‖—Mark Carpenter, The American Chemical Society
―We have partnered with Impact Interactions on a number of occasions to present social media concepts
to Fortune 500 retailers. They thoroughly understand the landscape and how interactive initiatives need
to be woven into overall marketing plans. Most importantly, Impact Interactions stresses understanding
the overall marketing objectives so that the solution and analysis are in line with the online efforts.‖
—Brian Hartman, SHC Direct

23

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