Develop an effective social networking strategy and plan

1. Developing an Effective Social Networking
Strategy and Plan for your Organization
Karthik Chakkarapani
IT Manager

2. Agenda
Overview
Strategy Development – 8 Step Approach
7 Effective Ways for Active User Participation
Web 2.0 Integration with AMS & organization Sites
Technical guidelines & considerations
Frameworks – Strategy and Vendor Selection
Demo

3. Overview
What is a Social Network (“Web 2.0”, “Professional Network”)?
A set of online tools that enable users to connect and communicate with each other.
(Tools such as blogs, forums, directory, mini-sites, profile, wikis, RSS, bookmarks, knowledge base,
groups, communities, events, calendar, chat, podcasts, webinars, polls, surveys etc)
With a social network, content comes from everyone and shared with everyone.
Why is Social Network important?
According to experts and research studies on consumer demands – in the future all the websites will have
a social component to it.
Direct communication with customers leads to ideas and suggestions for new and better products/services.
It translates into increased customership, higher revenues, marketing and improved products/services.
The success of your social networkinh strategy will depend on active and continuous participation.

4. Overview
What are the some of the constraints of Social Network?
The goals of your organization are not same as goals of your users.
Why will users come to your social network and spend their time?
Everyone is competing for user’s attention.
How to overcome these constraints?
To get users to participate you will need to develop an effective social networking strategy and plan.
Clearly identify the goals and needs of your users.
Identify what the users get in exchange of their time and active participation .
Identify how to get users to participate and collaborate.

5. Overview
What are the major benefits to Organizations?
Key customers are connected
Provides additional benefits to customers
Increased customer satisfaction
Lowers barriers to entry for competitors
More engaged customers -> Customer retention
New revenue streams – Ads, Vendor directory
Introduce high engaging programs without heavy staff
involvement or resources.
Convert non-customers/participants to customers.
“customers Expect Web 2.0 Tools”

6. Strategy Development – 8 Step Approach
1. Mission and Vision
What is your vision (i.e.: what do you want to be? How would you like to be seen? What is your
future/desired state) for creating a social network?
Is your vision in alignment with your mission (i.e., your purpose as an organization; reason for being; why
you exist) as is relates to social network?
What is your primary purpose for having an online community?
How does creating an online community support your mission/business strategy?
2. Target Users and Segments
Who is your intended audience? (customers, non-customers, public)
What are their demographics, numbers, attributes?
Of your intended audience, who are the important stakeholders?

7. Strategy Development – 8 Step Approach
3. Key Constituents and Issues
What are the most important needs, as expressed by your customers, which a social network would
address? Do a survey.
What needs are your customers saying are currently not being fulfilled by your organization?
What options and alternatives do your customers have if they don’t turn to you?
What are the key issues facing your intended users?
What do you know about/what is the nature of the learning, knowledge and tasks that the community will
steward?
4. Value Proposition
How will you be able to measure the value of a social network investment?
What values or benefits will a social network provide to your customers?

8. Strategy Development – 8 Step Approach
5. Branding and Promotion
How do you plan to brand and/or promote your new social network to encourage its growth and vitality?
6. Business Justification
In considering the ROI of this investment, what metrics (retention, customer growth, community interaction,
and revenue generation) will indicate success? To whom? (customers, non-customers, others)
7. Competitive Analysis
What do you know about your direct and indirect competitors (facebook, linkedIn, myspace etc) that
appeals to your customers?
What makes their strategies and initiatives appealing?
8. Important Considerations
Do you have the capacity (staff, volunteer effort, customers) to deliver on the social network investment?
Implementation strategy – Phased approach to roll-out the various features and tools.

9. Sample Survey Questions
Would you participate in social networking if the organization offers it as a customer benefit?
What features and capabilities would like to see in the social networking site?
Do you belong to any other professional societies? How does these compare to your organization’s website?
What would make the organization website more valuable to you and your work?
Are you familiar with / have you heard of any of the following? Myspace, LinkedIn, Facebook, Digg, RSS etc
What tools and sites do you use? Myspace, LinkedIn, Facebook, Digg, RSS, Twitter, Del.icio.us, Typepad etc
Do you use a Blackberry or a PDA? Do you access websites from your PDA’s browser?
Do you use a GPS navigation system to get directions or find locations?
Do you use IM? If yes, what do you use it for? Personal, Business or both?
Have you watched or posted content online? What are your favorite websites?
Have you attended a webcast or webinar?

10. 7 Effective Ways for Active User Participation
1. Educate Your Users
Complexity is increasing in every industry.
There are millions of websites on every topic imaginable.
The attention span of people is at all time low.
Educate your users with information rich actionable information.
Keep them updated with the latest developments, events in your industry.
Make your website and social network a one-stop destination for education.
Save users time.

11. 7 Effective Ways for Active User Participation
2. Allow Users to Express Themselves
Users like to express themselves freely in a social network.
Youtube, Flickr, Myspace, Facebook are successful because they allow
users to express themselves.
3. Provide Networking Opportunities
Provide easy networking opportunities for your users.
Have a customer directory – Users can search and network with other
customers of similar interests and goals. This will help users to enhance
their interest in the social network.
On a regular basis, promote your users.

12. 7 Effective Ways for Active User Participation
4. Create a One-Stop Site
Create Business Directory – This will create partnerships with vendors
and partners in your business supply chain for the benefit of your users.
Produce and disseminate rich information, record presentations/webinars,
solicit and gather information from a designated group of people.
5. Recognition and Awards
Develop a recognition system for your users like reward/customer points.
Recognize, reward and promote users with high points- discounts on
products, customership, free access to premium site features.
This will encourage and motivate users.

13. 7 Effective Ways for Active User Participation
6. Make Your Social Network Trustworthy
There is a high need to create a trusting user to user environment to allow
the flow of quality information.
Filter out the “Noise”.
Prevent spam.
Allow user policing.
7. Identify the Champions
Champions – Social network enthusiast, passionate about the objective,
loves to listen and collaborate, people person, leaders in their field and
willing to help others.
Champions will be the drivers of participation on your social network.

14. Questions
Contact Info:
Karthik Chakkarapani
chakraj@yahoo.com