activating community with social media
Post on 21-Oct-2014
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DESCRIPTION
Social media is quickly creating a new area in the workplace - social business. And while you may know your team would benefit from social media adoption, you might not fully realize how you can be using the social channels to drive corporate business objectives. In this presentation, Jordan Viator from Spredfast and Tammy Gordon from AARP show how to embrace social media for activating your community and discover best practices that really drive results.TRANSCRIPT
Secrets to Social Business SuccessActivating Community with Social Media
#Socialbiz
Tammy GordonDirector, Social Comm &
StrategyAARP
@flordiagirlindc
Jordan ViatorDirector of Social
Spredfast@jordanv
http://www.slideshare.net/Spredfast
The Social Media Landscape
#Socialbiz
Today’s DiscussionAn 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.
Tips and success stories from AARP.#Socialbiz
Objective: Activating Community
#Socialbiz
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.
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Provide Incentives
Often, people take action because there is an incentive to their involvement.
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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.
#socialbiz
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
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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.
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Empower Your Network
Give your community the power to engage and contribute with you and your programs.
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Ongoing Program(s) for Repeat Activity
Provide ways to regularly get involved with your brand to increase action and activity.
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Measuring Success
Identify specific Key Performance Indicators specific to Activating CommunityRealize that not all metrics matter for every objectiveStart measuring KPIs at start of initiatives to track before, during and post-performance
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Comments & RepliesAssess how many people are leaving comments and replies – showing actual interaction with your activity.
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EngagementEngagement, or number of interactions, will show that you inspired your community to do something, whether that be a Like, Click, or other interaction.
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ViewsViews of your content will measure the number of people seeing and potentially considering the activity you are proposing.
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AARP Social Vision
• Broadcast – deliver valuable, unique content that tells AARP’s story through words, photos and video
• Listen – gather insights, ask opinions, seek ways to raise the community’s level of engagement with AARP
• Engage – engage in a two way dialogue, issue calls to action
• Share – the 80-20 rule. (aka it’s not about you, its about the community)
• Serve – Assist and advise members in real time
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Fundraising: Helping Haiti’s Seniors• GOAL: Raise $1 million ($500k donation,
matched dollar for dollar by AARP Foundation) • STRATEGY: Through employee social reach,
ask people to donate and AARP will double their impact.
• RESULTS: Over $1.255 million to help older victims of the earthquake in Haiti. Overnight with no marketing support, viral Facebook & Twitter from employees brought in $175,000. Reaching over 100,000 people per 50 tweets. Over 12,000 people have donated including more than 4,400 NEW donors.
#Socialbiz
Events: AARP Life@50+ Orlando• GOAL: Raise awareness of AARP national event• SUPPORT: 6 staffers live tweeting/ posting/
filming/blogging + 3 volunteer member bloggers• STRATEGY: Bring the experience to those at
home and connect social attendees at the event• RESULTS: more than 4.5 million social
impressions. Highlights included:• Facebook: +28,000 fan page engagements• Twitter: via #Orlando50 3.8 million
impressions PLUS @kingsthings 1.7 million
Advocacy: Protect Social Security
#Socialbiz
Questions We Ask Ourselves…• Are there social applications that may work for our
business units, goals?
• How would we engage in a dialogue with our member customers and provide support?
• How can we be delivering our content, deals, calls to action to member/potential member 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?
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Where Social CRM Comes In
Social is part of the marketing mix:more activity requires more structure.
No one relies on just one network:a Social CRM helps manage these.
Increasing need for scalability:Social CRM systems are designed specifically to help scale and grow programs.
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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
Download the Pocket Guide#Socialbiz
Don’t Miss:
Enhancing Customer Service with SocialWednesday, September 71:00 PM CT
Sean ValderasSocial Media ManagerNokia
#Socialbiz
@spredfast | spredfast.com
SOCIAL CRM