7 Secrets To A Successful Social Networking Launch


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From the Higher Logic Learning Series for 2010. This presentation focuses on the 7 components that make up a great launch (or lack thereof) of an online community.

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7 Secrets To A Successful Social Networking Launch

  1. 1. <ul><li>Program Agenda: </li></ul><ul><li>Basics of Social Strategy </li></ul><ul><li>Social Strategy Process </li></ul><ul><li>Society of Naval Architects and Marine Engineers </li></ul><ul><li>Case Study </li></ul><ul><li>Questions </li></ul>7 Secrets to a Successful Social Networking Launch Presenters: Chris Bonney, VP, Client Experience, Vanguard Technology
  2. 2. I May Not Be There <ul><li>Secret #1: Success looks different for everyone </li></ul>
  3. 3. The 1:9:90 Rule
  4. 4. Do You Know Who Your Members Really Are? http://www.forrester.com/Groundswell/profile_tool.html Creators Critics Collectors Joiners Spectators Inactives Image from http://blog.ning.com/2007/10/multiple_personalities.html
  5. 5. <ul><li>Ratios : - # of comments to a posting; # of responses to a single threaded message; # of member created groups to organization created groups (communities) </li></ul><ul><li>Time lapse metric – relative timing of last posting (interaction - whatever it might have been - blog, message, comment, article) - how many hours/days since last </li></ul><ul><li>Number of common contacts per member (i.e on average, 3 common contacts are shared amongst members) </li></ul><ul><li>Number of bookmarked / ranked / rated resources over period of time </li></ul><ul><li>Number of page views / downloads </li></ul>What Metrics Matter?
  6. 6. Ready/Fire/Aim <ul><li>Secret #2: A plan isn’t that important. (Okay, it’s a little important.) </li></ul>
  7. 7. Plan For Things To Happen <ul><li>Need for more staff time </li></ul><ul><li>Need for content sources </li></ul><ul><li>Come up with programs and incentives </li></ul><ul><li>Create and manage outposts </li></ul><ul><li>Changing things up </li></ul><ul><li>Member feedback </li></ul>
  8. 8. It’s the only constant <ul><li>Secret #3: It’s all change management </li></ul>
  9. 9. Elements of Successful Change Management <ul><li>Early buy-in </li></ul><ul><li>Find evangelists/sponsors/champions </li></ul><ul><li>Over-communicate </li></ul><ul><li>Listen </li></ul><ul><li>Make success easy </li></ul><ul><li>Sell your wins </li></ul>
  10. 10. This ain’t no party <ul><li>Secret #4: Promotion is not under your control </li></ul>
  11. 11. This is not the goal.
  12. 12. This is.
  13. 13. Selling A House <ul><li>It’s brick. It has 10 rooms. It has a basement. Why don’t you move in today? </li></ul><ul><li>Classic Georgian with huge family room and updated kitchen, including granite countertops and stainless steel appliances. Fully finished basement , perfect for a game room or home theater. Blocks from downtown, best school district in the county. Must see. </li></ul>
  14. 14. Selling A Community <ul><li>Our new community is up and running. Come network with other members, share best practices and discuss hot topics. </li></ul><ul><li>Will the new tax laws affect your business? You might be surprised to find out what bad news some members have received recently. Chime in or learn more . </li></ul><ul><li>Share your best business advice for newbies in our industry. Highest ranked submission gets $100 off annual event registration. Help a newbie today. </li></ul><ul><li>11 people have commented on our most recent blog post about TARP. Incredible insights from people just like you. Read more . </li></ul>
  15. 15. Give it a fighting chance <ul><li>Secret #5: Always do a soft launch </li></ul>
  16. 16. Soft Launch Means <ul><li>Don’t have a major promotion around it </li></ul><ul><li>Call it “Beta” </li></ul><ul><li>Fill it up with content </li></ul><ul><li>Get 1% involved first and early </li></ul><ul><li>Facilitate word of mouth </li></ul><ul><li>Don’t be perfect, just be good </li></ul>
  17. 17. Or they’ll find a way <ul><li>Secret #6: Have rules, not constraints </li></ul>
  18. 18. Creating An Engagement Environment Social Network You Engagement Platform Trust Relevance Unique Experience Your Members Advance Career Education Credentials Networking Event Participation Discounts Information
  19. 19. It is an option <ul><li>Secret #7: Be prepared to fail, but not to quit </li></ul>
  20. 20. “ Success is the ability to go from one failure to another with no loss of enthusiasm”. - Winston Churchill
  21. 21. Speaker Contact Information <ul><li>Chris Bonney </li></ul><ul><li>VP, Client Experience </li></ul><ul><li>Vanguard Technology </li></ul><ul><li>[email_address] </li></ul><ul><li>312-263-1322 x 505 </li></ul><ul><li>www.vtcus.com </li></ul><ul><li>Resources: www.vtcus.com/HLwebinar.aspx </li></ul>