3. Today’s Discussion
An understanding of how activating community fits
into the picture for businesses and organizations.
How harnessing social for activating communities
ties into existing organizational goals.
Proven tactics to use with each objective that you
can start implementing today.
Understanding the Key Performance Indicators in
5. Community Activation + Social
Interactivity naturally drives action.
Closer connection between brand and
Pass along rate increases and provides
potential for exponential growth of activity.
Timely distribution of messages drives
7. Provide Pre-Packaged Content
If you aren’t making it easy for your
network to share content on your
behalf, you are losing opportunities to
leverage your community to further bolster
8. Share with a Friend Programs
friends are one of the
most highly trusted
sources for information.
• Share news
• Pass along product
• Get involved in activities
9. Ask for UGC of Experiences
There’s no better
way to showcase
or services than
network do it
11. Ongoing Program(s) for
Provide ways to regularly get involved with
your brand to increase action and activity.
12. Measuring Success
Identify specific Key Performance
Indicators specific to Activating Community
Realize that not all metrics matter for
Start measuring KPIs at start of initiatives
to track before, during and post-
Engagement, or number of interactions, will show
that you inspired your community to do
something, whether that be a Like, Click, or other
Views of your content will measure the number of
people seeing and potentially considering the
activity you are proposing.
16. Questions to ask…
• Are there social applications that may work
for our business units, goals?
• How should we engage in a dialogue with our
customers and provide support?
• How can we be delivering our
content, deals, calls to action to
followers/customers so that it is more
sharable with their networks?
• How can I say that in 140 characters or less?
• Are there technologies that would make this
17. Where SMMS Comes In
Social is part of the marketing mix:
more activity requires more structure.
No one relies on just one network:
a social media management system helps
Increasing need for scalability:
Social media management systems are
designed specifically to help scale and
18. Get the Full Pocket Guide
• Business Cases for 6 highest
priority business objective
• Content Ideas
• Sample tactics to implement
• Suggested success metrics
• Ideal team member profile
• Real-world examples
Notes de l'éditeur
FullGuide available for complete view of business objectives at http://info.spredfast.com/SocialMediaPocketGuide-Website.html
Social is now part of the marketing mix. No one relies on just one network – requires a mix for continued success. Social programs focused on objectives.Increasing need for scalability. 48% of interactive marketers plan to increase social media spending in 2011 – Forrester Research, Inc. Average of more than 170 corporate accounts in enterprise companies – Altimeter Group
Tactics most commonLowest barrier to entryNot meant to be comprehensiveEverything discussed today should be quickly “implementable”
Ties to Biz Obj:Number one goal of most social media marketersSocial media has the ability to reach a large audience, generate traffic and demonstrate expertise
Examples:-Create a badge on Foursquare or Gowalla that users can unlock when checking into locations or taking pre-determined actions. -Provide exclusive offers or giveaways to people who “like” your Facebook Page.-Unlock special deals, contests or “virtual branded items” when community members check in to specific, meaningful locations.
Control brand messagingLeveraging community to spread on your behalfExamples:-Provide sample Tweets people can share about a particular subject or campaign to spread the word on your behalf in email outreach. -Ask your Facebook fans to change their status to represent a particular day, event or cause. Provide samples of statuses that your fans can use to make the update as easy as possible. -Create widgets or badges your network can share on their blogs, websites or personal networks to support your cause or product. -Write a blog post explaining multiple tactics your network can implement to show support for your cause, product or even company.
Include Pl RTPost FB status update telling best ways to get friends involved Incorporate Facebook Like button on all web pages
Create a poll on Facebook allowing people to contribute to future decisions like product features or cause related projectsAsk for customer stories or experiences with your products or services to give them a voice.