driving customer retention with social marketing

Driving Customer Retention with Social Marketing

#jivecast on Twitter

K12 and Jive

Welcome

Dianne ConleyVP of Marketing Systems, K12 Inc.@dianneconley

Stephanie HoaglundMarketing Program Manager, Online Community and Social Media, K12 Inc.@livestrongnsore@K12learn

Namrata MurlidharSr. Product Marketing Manager, Jive Software @NamrataM

Ask Us Questions

Submit your questions anytime during the presentation and discussions, using the Q&A box to the right >


Jive Software

Namrata MurlidharSr. Product Marketing Manager

@NamrataM

Are you confused yet?

Social Marketing

Getting social means achieving breakthrough results,

with tight budgets in:• Brand Awareness• Customer Acquisition• Customer Retention • Customer Loyalty

Minimal Spend, High Return.

© Jive. Confidential.Limited Jive Internal Use Only – Approval Required for External Presentations

It’s no longer enough to have JUST

• A social media monitoring solution• A discussion forum• A customer community• A Facebook Fan page• A Twitter Account


You need all 3, on 1 platform

For

2 way communication


Marketing can drive singular focus on the customer

Within

And

Outside

The company.

About Jive

Jive Engage Platform

Jive Connects

Jive Apps Market

Jive What Matters

K12 Inc.

Dianne Conley

VP of Marketing Systems, K12 Inc.

@dianneconley

Stephanie Hoaglund

Marketing Program Manager, Online

Community and Social Media, K12 Inc.

@livestrongnsore

@K12learn

America's largest provider of online education for grades K-12 Curriculum Software School management , marketing and other services

• Our business is all about relationships • among students, parents and teachers• between families and schools• between our customers and K12

• Our business is global – students from around the world attend our schools

• Online education can be an isolating and overwhelming experience for students and parents

• Socialization and support are key retention drivers• You’re not alone• Learn how others are making it work

• Many parents were already using Yahoo! Groups discussions to connect with other parents

• Use of most current tools demonstrates thought-leadership and differentiates our brand

Why Social?

• Our audience• students/parents/personal info• safety and privacy considerations• federal regulations

• Schools: risk-averse , liability–focused and limited knowledge and experience with technology and emerging online social opportunities• Single sign-on with our learning platform• Balance of resource-sharing and social features• Robust permission controls around visibility of content• Distributed administration• Platform compatibility with our proprietary learning systems for deeper integration

Why Social Business is the Right Answer

• Get Social - Connect with other K¹² Families that share the same interests, needs, and/or location as your family.

• Get Support - Find K¹² resources, ask questions AND support other members of the community by sharing your own tips, tricks, resources.

• Get Set-up - Update your Parents' Lounge profile, personalize your community preferences, and create your personal home page, and add some bookmarks!

Our Community

Discussion Topic

Real results from leveraging social business for customer loyalty and satisfaction


• Strong Adoption• 10,000 members as of mid-September• 15,000 members as of mid-November• Over 85 user-requested social groups

• Reliable and consistent way for our audience to connect and get support

• The community usually answers questions and provide support faster and more accurately than we can

• Experienced parents welcome an opportunity to help new families

Results

Discussion Topic

Driving viral adoption of the community, amongst a less socially-savvy demographic


Anecdotal movement away from Yahoo! Groups: “I can only assume but the Parents Lounge is really busy. I think most have gone to

the parents lounge to ask questions. Since the parents lounge started up I have seen a decrease on all the yahoo groups that deal with K12.“

-- Yahoo! Groups post

Facebook users get it too:“To anyone feeling frustrated, overwhelmed or just excited about the program... if you have not been to the Parents' Lounge on thebigthink, then you really need to go as soon as possible! It is a wonderful online community that is secure and only for us K12 parents. Children do not have access and you have to sign in through your K12 account, so it is just for US!!! You really should check it out.”

-- Facebook post

• Customer retention and loyalty• Listening within community provides opportunities for early intervention• Improved socialization – virtual and f2f• Experienced families become mentors, brand champions and ambassadors

• Proactive customer issue resolution• Early awareness of previously unknown issues• Forum to alert customers of known issues• Pressure taken off other support channels

• Customer satisfaction• Understand impact of curriculum and program changes

• Ability to identify and connect niche audiences (Military, Grandparents, Muslim)

• Shared stories = great external marketing assets

Benefits

Discussion Topic

Key elements of a community solution and broader social strategy in driving customer retention


Discussion Topic

The budget and org chart shift to incorporate social initiatives


Discussion Topic

The future – where K12 goes from here


• Choose a partner, not just a vendor

• Strategic planning is a necessity

• Recruit founding members and listen to them

• Promotion and end-user training is key, should be on-going

• Use other marketing opportunities to promote and drive usage of community

• Be active in your community

• Buy the BI analytics!

Key Lessons Learned


Thank You! Continue the Conversation…

Join the conversation with @jivesoftware @NamrataM

@dianneconley

@livestrongnsore

@k12learn

Connect with peers & experts in the Jive Community

And next week, we’ll be hosting a webcast with Paul Greenberg: http://www.jivesoftware.com/events

http://www.jivesoftware.com/events



driving customer retention with social marketing

Social Media

dianne conley

limited jive

marketing

social media

online community

approval required

discussion

parents lounge