Impact interactions social media qualifications summary 2011

Our Qualifications & Approach to Delivering

Value Through Social Media and

Communities

May 9, 2011

Mike Rowland

President

1©2011 JTS Online Holdings Inc. dba Impact Interactions.

All Rights Reserved.

©2011 JTS Online Holdings Inc. dba Impact Interactions.

All Rights Reserved. 2

References

Sample Project Methodology

About Impact Interactions

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

Our Experience

Our Clients include:

4

Global Experience: Where We’ve Launched Projects



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



Recent Consulting

Engagements



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



Recent Management

Engagements



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



References



Social Media & Communities

Require a Process Mindset,

Not a Campaign

Integrated Social Media

Offerings

Engage & Empower

Advocate & Influence

Listening, Measurement, & Evaluation

12

Social Media Strategy



Results Created through

Efficiency, Process

Planning, & Execution

Audience Analysis

SegmentRole in

Segment

Current Engagement

level

Content Audience Needs

StructureCalendar -

Timing

TeamRecruitment

Roles, Time Commitment

Content Contributors

Area Experts

Process Optimization

Audience Expectation

Internal External

Digital Media Beacon Strategy

Copywriting & Placement

Link Strategy

MeasurementTraffic,

Behavior, Value

ReportingStakeholder Questions



It Begins with Audience

Analysis

For Each Audience, you must

answer:

What does it mean?

Why should we believe it?

What does that mean for us?

Audience Analysis is much more

than segmentation. There are

multiple roles within each

segment that have specific

needs.



Decision MakersEvaluating Offerings

ResearchersLooking for information

AmplifiersSpread your message

InfluencersAdvocate for you

Social Media Support Based

Upon Phase Definitions

Phase I – Awareness (What does it mean?)

Phase II – Engagement (Why should we believe it?)

Phase III – Nurture(What does it mean for us?)

Content: Content: Content:

•Ad Campaign•Print

•Online (PPC, Banners)

•Sponsored Content

•Press Release(s)

•PR Campaign•Interviews


•Television

•Internal Education Campaign

•Company Website

•Affiliated Network Sites

•Whitepapers, Research Briefs

focused on key opportunities

hosted on Website & Affiliated

Network Sites•Meet needs of researchers,

group decision-makers

•Focused on real world

stories, clients, issues, results

•Offline Presentations•Executive Keynotes

• Industry Views

Tools: Tools: Tools:

•Paid Media

•Outreach

•PR Tactics

•External Social Media

• Controlled/‖owned‖ Blogs

•Paid Media

•Earned Media

•Outreach

•External, Compliance-based Social

Media

•Controlled/‖owned‖ Blogs

•Online Communities

•Earned Media


•Outreach

•External, Compliance-based Social

Media

•Controlled/‖owned‖ Blogs

•Online Communities



Most Companies

Misunderstand This Point

Phase I – Awareness (What does it mean?)

Phase II – Engagement (Why should we believe it?)

Phase III – Nurture(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

– 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



CLIENT

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)

– 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



CLIENT

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

– 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



CLIENT

Campaign Support Process

– How We Make This Work!



Pre-Campaign Planning

Pre-Campaign

Content Creation

Pre-Campaign

Launch Activities

Campaign Launch

Activities

Measurement &

Refinement

Post Launch

Activities

Project Time

Goals & Objectives

(incl. Target

Audience)

Ad copy, media,

placement

―Prime the Pump‖ –

Social Networks

Launch Ad Campaign Social Media

Monitoring of Network

Effect

Engagement with

Audience followed by

nurturing activities

Process

Management Build

Corporate content -

Format based upon

tools Selected (Video,

Blog, Twitter,

Facebook, Social

Network, etc.)

Third Party Site

Interactions (Industry

Blogs, Twitter, FB

Walls, etc.) to

enahance earned

media opportunities

Begin Ad Campaign

Support based upon

Pre-Campaign

Launch Activities

Traffic Metrics What was learned in initial

launch phase –

adjustments made, KPIs

Team Alignment-

Internal

Stakeholders &

Global Members

Recycled content of

interest to audience

Team Alignment &

Preparation Check

(Final)

Support Employees

as needed to use

network effect

Behavior Metrics Training of new resources

for continued engagement

and nurturing

Social Tool

Selection, Tactics, &

Timing

Supporting content

(FAQs, seed content,

press releases, etc.)

Marketing Automation

Work (TweetDeck,

newsletters, email,

etc.)

Follow up on Third

Party Site

Interactions to

engage post-launch

Adjust Tactics based

upon Objective

Measurement

Documentation of Results

and Best Practices

Learned

Measurement - KPIs Translation Work Global Employee

Announcement &

Request for Support

Begin Measuring

Network Effect

KPI Achievement Measure

Project Plan Draft &

RACI chart

Agreement

(Go–No Go)

Our Proven Methodology for

Measurement Helps Focus

on What’s Important

Traffic – How many?

– Visitors, Visits, Page views, Referrers, Posts,

Followers, Fans, etc.

Behavior – What did they do? Who are they?

– Page views/Visit, Retweets, Likes,

Comments/Blog, Posts/Visitor, New

Registrations/First Time Visitors, Repeat

Visitors, Subscriptions, % Customers, etc.

Value – What did we gain by using the social

media?

– Revenue, Recognition, Leads, Lower Support

Costs, Brand Awareness, Purchase Influence,

Insight

Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)

This is what Sr.

Management

cares about

This is what Day to

Day Management

should focus upon

This is your base

line information

(counts)





References



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



Impact interactions social media qualifications summary 2011

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