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11/4/2011
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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
11/4/2011
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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
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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
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Influential books
Source: Gartner Symposium/ITxpo 2011 – Orlando, FL
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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?
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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’
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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.
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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
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Mobile
social
network
usage will
more than
double
between
2010 and
2015
Across all
generations,
more people
than ever
are using
social
networks
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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
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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 navigation and 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
Feedback Advocacy Support
Drives marketing
effectiveness
Drives innovation, product
quality and financials
Improves customer
experience and reduces cost of support
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Business Objectives
Social Engagement Strategy
© COPYRIGHT 2011, COMBLU, LLC.
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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.
Co
nsu
mer
Tr
igge
rs
Co
nsu
mer
R
esp
on
se
Soci
al
Stra
tegy
C
on
sum
er
Des
ire
O
utc
om
e
• Searches • Talks • Researches
• Researches • Talks with family
and friends
• Product-set • Others like me • More conversations
• Coupons • Samples • Deals • Steals
• Experience • Mentor • Helps others
© 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
Ad
voca
cy 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
Sup
po
rt
Fee
db
ack
• ↑ 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
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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
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Media Trends
December 2009 “No Media Should Stand Alone”
The Roles of Owned, Paid and Earned Media
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Examples
Occupy Wall Street movement
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Twelpforce at Best Buy
Virgin America
DM to VA on 10/31/11 … unanswered:
Public Tweet on 11/1/11:
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The California Endowment
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More to come in Vegas…
Takeaways & Resources
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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
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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
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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
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Ektron’s Digital Experience Hub
Questions
Continue the conversation with #EktronGCP
