This document summarizes a presentation about how the education company K12 used social media to drive customer retention. It discusses how K12 created an online community on Jive's platform that grew to over 15,000 members. This community provided a reliable way for students, parents, and teachers to connect and support each other. Anecdotal evidence showed this community was reducing reliance on other discussion forums. The community helped with customer satisfaction and issue resolution by providing early feedback. It also allowed K12 to better engage niche customer groups. The presentation outlines keys to success like strategic planning, active community participation, and training members.

1. Driving Customer
Retention with Social
Marketing
K12 and Jive
#jivecast on Twitter

2. Welcome
Dianne Conley
VP of Marketing Systems, K12 Inc.
@dianneconley
Stephanie Hoaglund
Marketing Program Manager, Online
Community and Social Media, K12 Inc.
@livestrongnsore
@K12learn
Namrata Murlidhar
Sr. Product Marketing Manager, Jive Software
@NamrataM

3. Ask Us Questions
Submit your questions anytime during
the presentation and discussions, using
the Q&A box to the right >
#jivecast on Twitter

4. Jive Software
Namrata Murlidhar
Sr. Product Marketing Manager
@NamrataM

5. Are you confused yet?

6. Social Marketing
Getting social means achieving breakthrough results,
with tight budgets in:
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Brand Awareness
Customer Acquisition
Customer Retention
Customer Loyalty
Minimal Spend, High Return.

7. It’s no longer enough to have JUST
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A social media monitoring solution
A discussion forum
A customer community
A Facebook Fan page
A Twitter Account
© Jive. Confidential.
Limited Jive Internal Use Only – Approval Required for External Presentations

8. You need all 3, on 1 platform
For
2 way communication
© Jive. Confidential.
Limited Jive Internal Use Only – Approval Required for External Presentations

9. Marketing can drive
singular focus on the
customer
Within
And
Outside
The company.
© Jive. Confidential.
Limited Jive Internal Use Only – Approval Required for External Presentations

10. About Jive
Jive What Matters
Jive Apps Market
Jive Engage Platform
Jive Connects

11. K12 Inc.
Dianne Conley
VP of Marketing Systems, K12 Inc.
@dianneconley
Stephanie Hoaglund
Marketing Program Manager, Online
Community and Social Media, K12 Inc.
@livestrongnsore
@K12learn

12. America's largest provider of online education for grades K-12
 Curriculum
 Software
 School management , marketing and other services

13. Why Social?
• Our business is all about relationships
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among students, parents and teachers
between families and schools
between our customers and K12
• Our business is global – students from around the world attend our schools
• Online education can be an isolating and overwhelming experience for students
and parents
• Socialization and support are key retention drivers
•
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You’re not alone
Learn how others are making it work
• Many parents were already using Yahoo! Groups discussions to connect with other
parents
• Use of most current tools demonstrates thought-leadership and differentiates our
brand

14. Why Social Business is the
Right Answer
• Our audience
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students/parents/personal info
safety and privacy considerations
federal regulations
• Schools: risk-averse , liability–focused and limited knowledge and experience
with technology and emerging online social opportunities
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Single sign-on with our learning platform
Balance of resource-sharing and social features
Robust permission controls around visibility of content
Distributed administration
Platform compatibility with our proprietary learning systems for deeper integration

15. Our Community
• Get Social - Connect with other K¹²
Families that share the same interests,
needs, and/or location as your family.
• Get Support - Find K¹² resources, ask
questions AND support other members of
the community by sharing your own tips,
tricks, resources.
• Get Set-up - Update your Parents' Lounge
profile, personalize your community
preferences, and create your personal
home page, and add some bookmarks!

16. Discussion Topic
Real results from leveraging social
business for customer loyalty and
satisfaction
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17. Results
• Strong Adoption
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•
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10,000 members as of mid-September
15,000 members as of mid-November
Over 85 user-requested social groups
• Reliable and consistent way for our
audience to connect and get support
• The community usually answers
questions and provide support faster
and more accurately than we can
• Experienced parents welcome an
opportunity to help new families

18. Discussion Topic
Driving viral adoption of the community,
amongst a less socially-savvy
demographic
#jivecast on Twitter

19. Anecdotal movement away from Yahoo! Groups:
“I can only assume but the Parents Lounge is really busy. I think most have gone to
the parents lounge to ask questions. Since the parents lounge started up I have seen
a decrease on all the yahoo groups that deal with K12.“
-- Yahoo! Groups post
Facebook users get it too:
“To anyone feeling frustrated, overwhelmed or just excited about the program... if you
have not been to the Parents' Lounge on thebigthink, then you really need to go as
soon as possible! It is a wonderful online community that is secure and only for us K12
parents. Children do not have access and you have to sign in through your K12
account, so it is just for US!!! You really should check it out.”
-- Facebook post

20. Benefits
• Customer retention and loyalty
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Listening within community provides opportunities for early intervention
Improved socialization – virtual and f2f
Experienced families become mentors, brand champions and ambassadors
• Proactive customer issue resolution
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Early awareness of previously unknown issues
Forum to alert customers of known issues
Pressure taken off other support channels
• Customer satisfaction
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Understand impact of curriculum and program changes
• Ability to identify and connect niche audiences (Military, Grandparents,
Muslim)
• Shared stories = great external marketing assets

21. Discussion Topic
Key elements of a community
solution and broader social strategy
in driving customer retention
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22. Discussion Topic
The budget and org chart shift
to incorporate social initiatives
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23. Discussion Topic
The future – where K12 goes
from here
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24. Key Lessons Learned
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Choose a partner, not just a vendor
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Strategic planning is a necessity
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Recruit founding members and listen to them
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Promotion and end-user training is key, should be on-going
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Use other marketing opportunities to promote and drive usage of community
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Be active in your community
•
Buy the BI analytics!
#jivecast on Twitter

25. Thank You! Continue the Conversation…
Join the conversation with @jivesoftware
@NamrataM
@dianneconley
@livestrongnsore
@k12learn
Connect with peers & experts in the Jive Community
And next week, we’ll be hosting a webcast with Paul Greenberg:
http://www.jivesoftware.com/events