how to build a biz case webinar presentation final
DESCRIPTION
Listen to three leading experts in social marketing to discuss their real-world experiences in managing online communities and provide practical advice on how to build an effective business case and overall strategy for social marketing and community initiatives. Covered in these slides are ways to:- Create an effective community strategy that drives tangible business results- Move back to basics with community planning: focusing on the "why" vs. the "how" - Develop an engagement measurement framework that maps to your overall community objectives- Set the right expectations internally for your community initiative- Avoid common mistakesTRANSCRIPT
© 2008 Powered, Inc.
Webinar: How to Build a Business Case for Social MarketingJanuary 28th, 2009
Find more webcast archives & goodblog content at http://www.powered.com
© 2008 Powered, Inc.
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Our Panelists
Bill Johnston, Chief Community OfficerForum One Networks
Rob Harles, Senior Vice President
Sears Holdings
Kate Niederhoffer, Senior PartnerThe Dachis Corporation
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Making the case for social marketing
Bill JohnstonChief Community Officer
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Overview
• Intro: Bill Johnston
– Community builder since 1999
– TechRepublic, Autodesk
– Forum One Networks
• Community Strategy Development –
think “Ecosystem”
• Making the case
• Setting expectations
• Common Mistakes (and how to avoid)
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Ecosystem Diagram
Blogs
Community Portal
Idea Generation
DiscussionGroups
CorporateSite
Mass Social Media
(Facebook, You Tube, LinkedIn…)
Independent Blogs
Blogs
IndependentCommunities
Local UserGroups
Events
Meetups
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Making the case
Stakeholder’s Attitudes toward value Online Community (Dec 2008):
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Making the case: Value in 2009
• “We find it’s not a negative change, it’s a positive one. Any way
of reaching the market more directly, and cutting out the
middle-man, is a bonus in this climate.”
• “There is a more intense focus on community and social
media as a more cost-effective way to promote and sell
products.”
• “They're even more committed to supporting and expanding
these services as they are much more cost effective,
immediate and interactive than other forms of communication.”
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Making the case: tips
• Cost / Reach / Results compared to other activities
– Organic traffic vs. paid search
– Ideas / feedback vs. focus group
– Blogs vs. static web
• Members *can* become more loyal / net promoters
• Direct connection, opportunity for conversation
• Becoming expected as part of the social business license
• Cost of not engaging
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Common mistakes
• Focusing on fiduciary value only
• Not aligning community goals with Corp / Division goals
• Thinking quarter / quarter vs. year over year
– Budget projections 2-3 years out
• Understaffing
• Not engaging / no corporate skin in the game
• Being too risk-averse
• Not “right-sizing” expectations
Building and Managing an Online CommunityBuilding and Managing an Online CommunityPractical Tips and Advice on How to Get Started Practical Tips and Advice on How to Get Started
and What to Watch Out Forand What to Watch Out For
Rob HarlesRob HarlesSenior Vice PresidentSenior Vice President
Getting Started – Community 101 Getting Started – Community 101
• Identify the customer value proposition Identify the customer value proposition upfront, e.g.upfront, e.g.– Help/answersHelp/answers– Connecting with othersConnecting with others– Access to research/special contentAccess to research/special content– Fame/recognitionFame/recognition– Incentives or rewards Incentives or rewards
Setting the Vision and ObjectivesSetting the Vision and Objectives
•Vision Vision – Infuse the voice of the customer in – Infuse the voice of the customer in everything we doeverything we do
•Objectives Objectives –– – Define clear objectivesDefine clear objectives– Measure, test and learnMeasure, test and learn– Build customer engagementBuild customer engagement– Develop better view of customer demandDevelop better view of customer demand– Enhance retention and loyaltyEnhance retention and loyalty
Finding and Engaging the Core Finding and Engaging the Core
FanaticsFanatics
RegularsRegulars
PassersbyPassersby
Lessons and Watch-OutsLessons and Watch-Outs
• It’s not just about the technology It’s not just about the technology
• It is about authenticity – consumers can see It is about authenticity – consumers can see through marketing tacticsthrough marketing tactics
• Managing ≠ sanitizing Managing ≠ sanitizing
• Incentives are not a substitute for a Incentives are not a substitute for a compelling value propositioncompelling value proposition
• You don’t own your community, your You don’t own your community, your customers docustomers do
Proprietary & Confidential — © 2008 DachisCorporation
Importance of MeasurementKate NiederhofferDachis Corporation
Proprietary & Confidential — © 2008 DachisCorporation
• Acknowledge ambiguity of “good,” “vibrant,” “healthy”
• Appealing to think there’s a gold standard, but one size does not fit all
• Think of measurement as a framework for social incentives; a technical infrastructure to articulate a business goal
• Attention, Authority, Engagement, Virality, Health are Intermediate goals
Measuring Communities
Proprietary & Confidential — © 2008 DachisCorporation
Potential Goals: Self- Support for cost-reductionKnowledge ManagementCustomer InsightCustomer AcquisitionEmployee retentionProductivityEarly Warning systemBrand Image
Potential Metrics: Well-being - positive sentimentLikelihood of response - answers per questionIdeas - number of novel suggestionsActivity - Volume of Posts, Number of messages per thread Involvement - Posts per authorPopularity - Traffic, page views Stickiness - Time spent in community
Backbone:Volume: Number of posts; Number of individuals talkingSentiment: Attitudes toward product, issue, brand, featureTopics: Factors driving discussion via content analysisTraffic: Number of individuals participating in community; pages viewedTime: Number of minutes spent in community
Many Goals, Many Metrics
Proprietary & Confidential — © 2008 DachisCorporation
Takeaways
1.Think about metrics that tap into social constructs.
2.Explore unconventional angles.
3.Avoid the temptation to measure what’s available because it’s available.
4.Separate measurement from ROI.
© 2008 Powered, Inc.
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Questions?
Bill Johnston, Chief Community OfficerForum One NetworksEmail: [email protected]
Twitter: http://twitter.com/billjohnston
Rob Harles, Senior Vice PresidentSears Holdings Email: [email protected]
Kate Niederhoffer, Senior PartnerThe Dachis CorporationEmail: [email protected]: http://twitter.com/katenieder