1. Activating the Social Customer
Secrets to Social Business Success

2. The Social Media Landscape

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
activating community.

4. Objective:
Activating Community

5. Community Activation + Social
Interactivity naturally drives action.
Closer connection between brand and
community.
Pass along rate increases and provides
potential for exponential growth of activity.
Timely distribution of messages drives
immediate action.

6. Provide Incentives
Often, people take action because there is
an incentive to their involvement.

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
your brand.

8. Share with a Friend Programs
Recommendations from
friends are one of the
most highly trusted
sources for information.
Encourage your
community to:
• Share news
• Pass along product
information
• Get involved in activities

9. Ask for UGC of Experiences
and Opinions
There’s no better
way to showcase
products
or services than
having your
network do it
for you.

10. Empower Your Network
Give your community the power to engage
and contribute with you and your
programs.

11. Ongoing Program(s) for
Repeat Activity
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
every objective
Start measuring KPIs at start of initiatives
to track before, during and post-
performance

13. Comments & Replies
Assess how many people are leaving comments
and replies – showing actual interaction with your
activity.

14. Engagement
Engagement, or number of interactions, will show
that you inspired your community to do
something, whether that be a Like, Click, or other
interaction.

15. Views
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
easier?

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
manage these.
Increasing need for scalability:
Social media management systems are
designed specifically to help scale and
grow programs.

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