Building Social Community and Increasing LoyaltySocial Prep School Series

#SocialPrep

Today’s Presenters

Courtney DomanSocial Media Specialist Spredfast@cjdoman@spredfast

Jennifer StaffordSocial Media ManagerHomeAway@jennstafford@HomeAway

Deirdre WalshSenior Social Media ManagerJive Software@deirdrewalsh@JiveSoftware

#SocialPrep

Brand Loyalty“The degree to which a consumer consistently

purchases the same brand within a product class.” - AMA

#SocialPrepSources: American Marketing Association, Forrester

Brand LoyaltyThe willingness and frequency of desire of a social

customer to engage with and on behalf of your brand.

#SocialPrep Source: Forrester

CommunityOnline communities are bodies of people joined

together by a common interest.- Jeremiah Owyang, 2007

#SocialPrep Sources: web-strategist.com, Forrester

People are tired of being talked at

Sources: FCC, Nielsen, MarketingProfs

44% of American homes own DVRs

217 M+ registered members of the Natl. Do Not Call List

Americans open less than 1 in 5 marketing emails

People are opting in to Communicate

Are you delivering on the value that they expect and desire?

#SocialPrep

Share

Comment

Like

Click

People are Similar to their Networks

#SocialPrep

90% of internet users consider consumer recommendations to be most credible form of advertising- eMarketer, 2011

We build relationships with brands the same way we build relationships with people.

We build relationships with others through many, lightweight interactions over time.

-Paul Adams @padday

#SocialPrep

Who makes up your community?

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

How do you connect with your community?

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Brand

Awareness

How do you connect with your community?

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Brand

Awareness

Thought

Leadership

How do you connect with your community?

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Brand

Awareness

Thought

Leadership

Community

Building

Brand Awareness

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Promoted Content

Corporate Communications

Thought Leadership

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Many light touches:

Share #socbiz content • Twitter, Facebook, LinkedIn

• Platform updates, Industry News

and Views

Spredfast Blog• Cross post

• Guest Blog

Occasional deep dives:

Webinars

Whitepapers

Thought Leadership

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Many light touches:

Share #socbiz content • Twitter, Facebook, LinkedIn

• Platform updates, Industry News

and Views

Spredfast Blog• Cross post

• Guest Blog

Occasional deep dives:

Webinars

Whitepapers

Thought Leadership

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Many light touches:

Share #socbiz content • Twitter, Facebook, LinkedIn

• Platform updates, Industry News

and Views

Spredfast Blog• Cross post

• Guest Blog

Occasional deep dives:

Webinars

Whitepapers

Thought Leadership

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Many light touches:

Share #socbiz content • Twitter, Facebook, LinkedIn

• Platform updates, Industry News

and Views

Spredfast Blog• Cross post

• Guest Blog

Occasional deep dives:

Webinars

Whitepapers

Community Building

Customers

Prospects

Employees

Industry Peers and

Partners

#SocialPrep

Harness Employee Advocates

Connect Customers & Employees

Use contests to incentivize

participation

Community BuildingCustome

rsProspect

s

Employees

Industry Peers and

Partners

#SocialPrep

Harness Employee Advocates

Connect Customers & Employees

Use contests to incentivize

participation

Community BuildingCustome

rsProspect

s

Employees

Industry Peers and

Partners

#SocialPrep

Harness Employee Advocates

Connect Customers & Employees

Use contests to incentivize

participation

Building Loyalty and Engagement

Loyalty Defined

What is loyalty in a marketing context?

Engage Contribute

Recommend

Identifying AdvocatesHow do we know who our advocates are?• Net Promoter Score• Most active/engaged on social channels• Opt-ins to advocate program through marketing• Most engaged users on Community• Who are our social influencers

Engage

What do fans love

about your

business?

Be Relevant: Give fans

content they want to see

Be Receptive to Feedback:Listen & Learn

Public Face: Social

communities are a public touch point

Special Access:• Discounts• Info on local• Access to employees and product tests

• Contests/promotions

Connecting the Dots

Engage with fans across networks to build more interaction!

Help Advocates Organize Case Study - Using Social and Community to Help Victims of Disasters

Natural Disaster

Organize Groups on Community

Owners offer

vacation rentals

free/discounted

Refugees book

temporary housing

Get word out -

Marketing, Social,

Community & PR

Is this Approach Working?• Engagement

• Interactions/fan• Account Growth• Traffic/Users on Community• Engagement on Community

Measuring

• 198% Growth in New Fans YOY• 615% Increase in Facebook Engagement YOY• 883% Increase in Facebook Engagement/Fan

YOY• 600% Growth in Social Reach YOY

Social Media

• 27% Growth YOY• 49% Increase Conversations/Participant YOY

• 52% Growth in Participants YOY

Community

Training & Collaboration

• Best Practice Sharing• Tools & Reporting Training

• Campaign & Content Planning

Tools• Social Management

• Analytics• Monitoring

Internal Case Studies & Best Practices

• Campaigns• Daily Content

Reporting• Executive Dash

• Social Managers Data

Scale

Scaling with Growth

Social throughout customer journey

Awareness• Social

advertising• Influencer

relationship-building

• Syndication and curation

Engage• Social

marketing – earned and owned

Try• Online

community support and engagement

• Social sharing in trial

Buy• Customer

reference and case studies in blog posts

Use • Adoption kit• Jive Talks

best practices

Loyal• Webcasts• Champions• Rewards

and reputation

• Gamification

1. DefineSet clear goals that align with overall business objectives

• Increase awareness

• Reposition corporate brand

• Drive leads and software trials

• Foster loyalty and advocacy

Each with measurable targets

Ensure social goals align with business goals

Define: Campaign Goals

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.

Talkers – Flip the Funnel

Define: Target Audience

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

Don’t forget – both sides need to benefit

Define: Target Audience Goals

Channel differentiation is key to building a social ecosystem

Define: Role of Each Social Platform

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-levelmanagers

2. IntegrateDon’t be an island. Connect to internal structure, process, plans.

everyone is impacted by social

virtual social media team with contacts in key departments

formalize employee social media guidelines

social media trainings

empowered and rewarded participation

Integrate: All Teams

Mgmt.Employees

Support Agency

SalesSpredfast

R&D Marketing

Corp.Public Relatio

ns

Social DNA

Integrate promoted, earned, and owned social actions to drive activity, reach, and engagement

Integrate all social strategies

Acquisition + Engagement = Leads

Social Media Users

JIVE LEADS

Fan / Follower Acquisition

Social Impressions

Engagement

Action

3. ListenMonitor and respond to actionable conversation

• 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 truthfulpolicies and trainingmonitor the conversation and correct mistakes

Social Media Management

Monitoring

Customer Relationships

Partner Relationships

Customer Service

Social Prospecting

4. EngageAdd value to the social streams

Ensures value-added content creation & syndication – not more noise

Social Content Calendar

Integrated Social Media Marketing Approach

Curation

Engage with Influencers

• 50% of Jive social content comes from other sources

• Create conversations with influencers and “talkers”

Interactive Facebook App

Gamification

Office Hero Super Powers- promote through timeline- make engagement fun

“The Doer”: Marketing Manager, Community Manager

“The Strategist”: Marketing Director

“The Decision Maker”: Vice President, CMO

“Like” ads, Promoted Content, Right Rail

Paid Engagements

5. BuildGrow successful channels that you manage.

Social Channels: Jive Communities + Social Media

6. ActivateReward and amplify key evangelists

REAL Office Heroes Employee= Best Brand Advocate

Thursday Thanks

Customer Spotlight

Social Advocate

7. AnalyzeTrack and report impact across business

Nearly 66% of interactive marketers are NOT currently measuring their social

marketing initiatives

Analyze: Key Earned Social Media Metrics

Jive Software trial registrations

Fans and Follower Acquisition• 12% increase in Twitter followers directly attributed to

promoted content• More than 150% growth in 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%.

Paid Social Media – Two Weeks

Promoted Results

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!

Drove trials and had higher sales conversions than other marketing channels.

Analyze: Key Business Metrics

7 Steps to become a Social Office Hero

Define Integrate Listen Engage Build Activat

eAnalyz

e

Set clear goals that align with

overall business

objectives

Connect to internal

structure, process, plans.

Monitor and

respond to

actionableconvos

Add value to the social

streams

Grow successful channels that you manage.

Reward and

amplify key

evangelists

Track and report impact across

business

Thanks!

Courtney Doman@cjdoman@spredfast

Jennifer Stafford@jennstafford@HomeAway

Deirdre Walsh@deirdrewalsh@JiveSoftware

#SocialPrep

Contact us

info@spredfast.com

@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast

Thanks for joining us!

#SocialPrep