This document provides an overview of a discussion on building competency in social organizations and communities. It includes frameworks to help plan social media strategies and budgets for 2012, trends influencing content creation and recruitment, examples of successful social organizations, and takeaways and resources. The speaker advocates aligning social media activities with clear business purposes and shifting marketing spend to owned, paid, and earned social media channels. Community metrics should measure collaboration and relationships rather than traditional media performance.

1. 11/4/2011
1
Your Social Organization:
Do you have a meaningful plan for 2012?
Discuss on Twitter with
#EktronGCP
Erick Mott
VP, Global Community Practice
Ektron
20 years of innovation, marketing and communications results at Ektron,
Sitecore, Lyris, Return Path, Nokia, Mark Monitor, GlobalFluency, Cisco
Systems, Sun Microsystems, Philips Electronics, CBS television and two of
his own startups.
One Market Spear Tower
San Francisco, California
ektron.com/erickmottblog
@ektron
@creatorbase

2. 11/4/2011
2
Let’s cover…
 Thoughts and research to help you build
competency in your community/social
organization and plan
• Frameworks to help you prepare for, fund and
achieve 2012 goals
 Media trends that influence content creation,
recruitment and training efforts
 Examples of social organizations
 Takeaways and resources
 Q&A
Thoughts & Research

3. 11/4/2011
3
Context
Complete blog post at
ektron.com/erickmottblog
Social Media is really
People Media
Influential people
Brian Solis, Altimeter Group - @briansolis
Carol Rozwell, Gartner - @crozwell
Mark McDonald, Gartner - @markpmcdonald
Anthony Bradley, Gartner - @bradleyanthonyj
Steve Hershberger, Comblu - @sthersh
Sean Corcoran, Forrester - @seancor
Jeffrey Hayzlett, Hayzlett Group - @jeffreyhayzlett
Nate Elliott, Forrester - @nate_elliott
Christine Crandell, B2B Strategist - @chriscrandell
Stephen Powers, Forrester - @sa_powers
Gary Vaynerchuk, Entrepreneur - @garyvee
Charlene Li, Altimeter Group - @charleneli
John Battelle, Federated Media - @johnbattelle
Jim Storer, The Community Roundtable - @jimstorer
David Meerman Scott, Author - @dmscott
Fred Wilson, Union Square Ventures - @fredwilson
Tim Brown, IDEO - @tceb62
Brian Halligan, HubSpot - @bhalligan
Debra Williamson, eMarketer - @debrawilliamson
Dan Pink, Author - @danielpink

4. 11/4/2011
4
Influential books
Source: Gartner Symposium/ITxpo 2011 – Orlando, FL

5. 11/4/2011
5
Source: Gartner Symposium/ITxpo 2011 – Orlando, FL
What is the right purpose?
Bloggers/Media
Prospects Analysts
Employees
Investors Developers
Competitors
Community thrives
on success;
source of trust and
revenue
Customers &
Partners
Focus?

6. 11/4/2011
6
Recommended purpose alignment
Bloggers/Media
Prospects Analysts
Employees
Investors
Competitors
Customer
& Partner
Success
Brand
Developers
April 2011 “The Interactive Brand Ecosystem”
‘The Interactive Brand Ecosystem’

7. 11/4/2011
7
Forecast: US Interactive Marketing Spend, 2011 to 2016
August 2011 “US Interactive Marketing Forecast, 2011 To 2016”
Social media is no longer an add-on
for marketers
 Budgets are increasing. Marketers are shifting
funds into social media and away from other types of
marketing.
 Integration is key. Although some companies have
created separate social media departments, the more
common trend is to integrate it across company functions.
 The need for ROI is critical. Without it, future
spending increases may be curtailed.

8. 11/4/2011
8
Businesses are divided on who should
manage social media
Only 6% have a dedicated group
US social network ad spending
expected to rise 55% in 2011
11% of total
US online
spending

9. 11/4/2011
9
Mobile
social
network
usage will
more than
double
between
2010 and
2015
Across all
generations,
more people
than ever
are using
social
networks

10. 11/4/2011
10
Frameworks
Community is NOT

11. 11/4/2011
11
Community IS

12. 11/4/2011
12
Community Maturity Model TM
Strategy
Leadership
Culture
Community
Management
Content &
Programming
Policies &
Governance
Tools
Metrics &
Measurement
Stage 1
Hierarchy
Stage 2
Emergent
Community
Stage 3
Community
Stage 4
Networked
Familiarize &
Listen
Command &
Control
Reactive
None
Formal &
Structured
No Guidelines for
UGC
Consumer tools
used by
individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user
generated
content
Restrictive social
media policies
Consumer & self-
service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles &
processes
Community
created content
Flexible social
media policies
Mix of consumer &
enterprise tools
Activities &
Content
Integrate
Distributed
Activist
Integrated roles &
processes
Integrated formal
& user generated
Inclusive
‘Social’ functionality
is integrated
Behaviors &
Outcomes

13. 11/4/2011
13
Responsibilities:
• Define scope, ideal outcomes, and boundaries
• Ensure participants receive more value then they contribute
• Promote, encourage, and reward productive behaviors
• Discourage and limit destructive behaviors
• Facilitate constructive disagreement and conflict
• Advocate for the community and its members
• Monitor, measure, and report
• Marshal internal advocates, resources, & support
• Manage tools and member experience
Community Management is the
Discipline of Ensuring Productive
Communities
↑ Product preference
Create brand consideration
Grow customer advocacy
Grow revenue
Drive product innovation Decrease cost of product support
Membership
• New registered members
• Members by reputation
• Active members
• Active advocates
Web Traffic
• Page views
• Unique visitors
• Traffic driven to partner sites
• Minutes spent on site
User-generated Content (UGC)
• Blog or article comments
• New blog posts created
• Retweets
• Facebook posts
• Threads created
Ideation
• New ideas provided
• Ideas discussed
• Ideas voted on
Participation
• Beta users
• Bugs identified
• Process improvements
Community
• Look and feel
• Ease of navigationand tools
• Bugs reported
Question and Answer
• Questions asked
• Open questions
• Time to answer
Search Results
• Top keywords and tags
• Tagged content within keyword
searches
Collaborative Help
• Wikis created
• Wikis edited
• Videos uploaded
• Helpful comments received
• Thread replies
• Blog posts created
FeedbackAdvocacy Support
Drives marketing
effectiveness
Drives innovation, product
quality and financials
Improves customer
experience and reduces cost of
support
26
Business Objectives
Social Engagement Strategy
© COPYRIGHT 2011, COMBLU, LLC.

14. 11/4/2011
14
Credible Resources Informed Options
Experienced
Influencers
Informed Decisions Loyal Advocates
• Advocate Private
Community
• Content
amplification
– Social media
– All points of
decision
journey
• Content
– Websites
– Deal sites
– Campaigns
• Communities
• Advocate stories
• Forums
• Content
amplification
– Stories
– Reviews
– Impact
• Forums
(Advocates)
• Communities
• Content
amplification
– Features/functions
– Studies
– Stories/experiences
– Influencer content
• SEO
• Communities
• Content
amplification
– Partners
– Credible sites
Awareness Consideration Preference Purchase Post-Purchase
• Needs
• Wants
• Options
• Education
• Informed
conversation
• Research
• Identified
preference
• Experience
People want to be
informed before they
have conversations.
The Consumer Decision Journey Content, Conversation, Community
People want to
understand their
options and have
informed
conversations.
People want to tap
the knowledge of
experts or others like
them.
People want a great
introduction to the
product.
People want to help
others; spread the
word; drive affinity.
Consumer
Triggers
Consumer
Response
Social
Strategy
Consumer
Desire
Outcome
• Searches
• Talks
• Researches
• Researches
• Talks with family
and friends
• Product-set
• Others like me
• More conversations
• Coupons
• Samples
• Deals
• Steals
• Experience
• Mentor
• Helpsothers
© COPYRIGHT 2011, COMBLU, LLC.
Metrics Business Results
• ↑ downloads of product information
• # product pages shared
• # product reviews shared
• # inquiries about product on review sites
• # views product demos/video
• # views product reviews
• # participation levels in contests/promotions
Advocacy
KPI: Generate Product or Brand Consideration
KPI: Decrease Cost of Product Support
• ↑ # creators/critics in support community
– Customers
– FTEs
• # Qs asked in community
• # Qs answered by customers
• # Qs answered by FTEs in community
• ↓cost per Q answered
• ↓time to answer
• ↓open Qs
• ↑positive ratings of content/answers
KPI: Drive Product Innovation
• # ideas
• # idea comments/refinements
• High rating of ideas
• # votes/ideas
• # creators/critics
• # actionable ideas
SupportFeedback
• ↑ brand/product consideration
• ↑ NPS
• ↑ customer satisfaction
• ↑ positive word-of-mouth
• ↑ revenue
• ↓ cost of support
• Faster time to market
• ↓ cost of innovation
• ↑ product success
Sample ROI Tracking
© COPYRIGHT 2011, COMBLU, LLC. 28

15. 11/4/2011
15
Steps in the Content Supply Chain
1.
2.
3.
4.
5.
Insights or Sourcing
Applies comprehensive discipline to
identifying the right topics and stories
that reflect the companies’, brands’ or
organizations’ legacy, points of distinction
and vision.
Creation
Aligns with the manufacturing process, it
applies a “news bureau” approach to the
development of content assets in multiple
formats.
Management
Encompasses all the controls and quality
oversight needed to manage workflows,
archive and curate content, manage
versioning and integration across all
phases of the content life cycle.
Socialization and Amplification or Logistics
Delivers content across multiple
distribution channels.
Measurement
Quantifies return on content assets,
tracks the performance of specific
content “SKUs” and provides the data
points needed to control cost and quality
and drive better performance.
© COPYRIGHT 2011, COMBLU, LLC.
29
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
INSIGHTS CREATION MANAGEMENT AMPLIFICATION MEASUREMENT
Define content
mission against
business objectives
and define aligned
KPIs.
Assign topic beats
with editors,
reporters and
sources that will
drive a dynamic
insights process
that cuts
horizontally across
functional silos.
Create content
filters and
scorecards to
gauge content
effectiveness.
Develop dynamic
publishing cycles,
not strict time-
stamped models.
Drive management
process with content
strategists; facilitate
content logistics with
right mix of tools and
technology.
Develop a
tracking system
by assigning each
content asset a
unique code.
Curate content to
deliver the right type
of content at specific
points along the
decision journey.
Include a mix of
owned, earned,
paid and mass
social media in the
amplification mix;
evolve and grow
the mix over time.
Develop a custom
outreach approach
for each channel
type and venue.
Measure and index
performance
against each
content KPI to track
ROI and calibrate
content strategy.
TOP 10
© COPYRIGHT 2011, COMBLU, LLC. 30

16. 11/4/2011
16
Media Trends
December 2009 “No Media Should Stand Alone”
The Roles of Owned, Paid and Earned Media

17. 11/4/2011
17
Examples
Occupy Wall Street movement

18. 11/4/2011
18
Twelpforce at Best Buy
Virgin America
DM to VA on 10/31/11 … unanswered:
Public Tweet
on 11/1/11:

19. 11/4/2011
19



The California Endowment






20. 11/4/2011
20







21. 11/4/2011
21
More to come in Vegas…
Takeaways & Resources

22. 11/4/2011
22
Takeaways
■ You have a social organization one way or
another
■ People and relationship thrive when there is
a clear purpose and meaningful plan
■ Target social [people] media on important
business purposes (i.e. product, marketing &
customer/partner success)
■ Ask your cross-functional teams if your
website is enabling your interactive brand
ecosystem?
Takeaways cont.
■ Shift more traditional marketing spend to
social and new media (community)
■ Implement a cross-functional
community/social team with CEO/CMO
sponsorship and senior executive leadership
■ Staff up community/social media roles with a
distributed workforce that can collaborate
and perform in real-time
■ Plot your organization’s community/social
maturity to inform strategy and budget

23. 11/4/2011
23
Takeaways cont.
■ Redefine community/social metrics to align
with business outcomes vs traditional media
performance (think collaboration and
relationships)
■ Use a content supply chain for your real-time
environment: planned campaigns and
ongoing conversations
■ Understand and align content with clearly
defined purposes and customer decision
journeys
Resources
■ Recording available soon: http://ektron.com
■ Gartner.com
■ Forrester.com
■ Community-Roundtable.com
■ eMarketer.com
■ Comblu.com
■ Calendow.org

24. 11/4/2011
24
About Ektron
￭ Founded in 1998
￭ Headquarters in Nashua, NH
￭ Worldwide offices in Australia, Canada and the UK
￭ Regional offices in Denver, Richmond and San Francisco
￭ 270+ Employees
￭ Over 3,000 customers, hundreds of partners and 12,000 sites
including The Home Depot, Kodak, Microsoft, and NASDAQ
Ektron empowers organizations to fully realize their digital marketing
potential by connecting content to revenue

25. 11/4/2011
25
Ektron’s Digital Experience Hub
Questions
Continue the conversation with #EktronGCP