integrating online community and social media 01.25.11 alt

Tezza Yujuico, Co-Founder & COO

Integrating Online Community and Social Media

Athena East-Powered Social Media Campaigns & Communities

Athena East, Confidential

The Current Structure

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1. Community & Social are often in silos- run by different groups

2. Managers have to deal with “Boil the ocean” directives

3. Do you sometimes feel like:

When you should have:

Building the right program

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Choose and pilot programs to see what best supports your community objectives

Define your goalsConsider existing efforts: think about initiatives or teams you have to support, measure, enhance“Bang for your buck”Is it buildable?Is it scalable?Is it repeatable?

Goal: Build a community of “pragmatic technologists” for Intel via Twitter and Facebook.

Athena East: Post and moderate content across Twitter, Facebook, & Community Site. Build social media follower and fan base, and manage content.

ResultsWithin 14 weeks:• 7,140 New Followers• 4,374 New Fans• Follower index: 0.6X-0.7X (60-70% of the people we

followed, followed

us back)

Case Study: Integrated Campaign

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++Community

Case Study: Engagement Marketing Program

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++

Build a social program to supplement their general media campaign

Create a simple message, that drives people to actionEngage on a personal level, keep it simpleTrack: CTR, Engagement Index, Retweets, Amplification• 30,000 Engagements generated 1.1 Million

unique views• 20% CTR• 5% Replied or Retweeted

Community

Gather your tools

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Editorial CalendarMonitoring ToolEngagement GuidelinesEscalation Trees/WatchlistReport FormatsOther internal teams

Getting to good analysis: the data is out there…

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It’s how you process the content that counts

Smart Data,Actionable Insights

Getting to good analysis: the data is there…

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Know what you’re looking for

I guess these are all

positive.

Content of the Conversation•Advice•Support•News•Where to Buy?•Vs Competitors

Being a Leader = An Integrated Approach

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Tier 1: Operating in a flowing, dynamic model, but have a clear framework and strategy

Tier 2: Operating with a limited strategy, or partially executed strategy

Tier 3: Operating but with no/little/confusing strategy

Being a Leader

Leaders are operating with a coordinated strategy across communication channels

Leading companies have defined value propositions and roles for each communication channel, AND cultivate organic contribution

In order to move into a leadership position an organization must develop an overall strategy and support plan for multiple channels

Landscape: Channel & Messaging

Multiple Channels

Single Channel

Clear Value Prop

Unclear Value Prop

Adobe

Microsoft

If you only remember 3 things

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1. Define your goals

2. Take the time to get a process and build a framework for your program, BUT don’t be afraid to change!

3. Think about your audience, be relevant to the conversation

Tezza Yujuicotyujuico@athenaeast.com415.279.2283Twitter.com/athenaeast

Thank You

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