A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09

Sun Learning eXchange Value Proposition

Gary Lombardo

February, 2009

1Sun Confidential: Internal Only 1

Emerging Technologies:

A Roadmap for Success with Social Media &

Community for Business (Session #10)

Gary Lombardo

Marketing & Social Media Strategy, SLX

Twitter: @garylombardo

Email: garylombardo@gmail.com

What You Will Walk Away With Today

•A roadmap for successfully building community in your organization•Top emerging social technologies to watch & how to get started with them

Social Media Community

…but first, what are social media and community?

Three quarters of US online adults now use social technologies

Generational Usage Will Shape How We Work

Base: US online consumers

Source: Forrester, NACTAS Q2 2007 North American Social Technographics online survey

NACTAS Q4 2006 Youth online survey

Youth (12-17)

Youth(18-21)

Gen Y (18-26)

Gen X (27-40)

Younger Boomers(41-50)

Older Boomer (51-61) Seniors (62+)

Creators 34% 37% 38% 24% 12% 8% 5%

Critic 24% 37% 41% 30% 22% 15% 13%

Collectors 11% 16% 22% 15% 9% 6% 4%

Joiners 51% 70% 59% 33% 15% 8% 4%

Spectators 49% 59% 63% 55% 46% 39% 30%

Inactives 34% 17% 25% 27% 48% 55% 66%

Percent of each generation in each Social Technographics category

Social Business = Transformed Business

So, what should you do?

Embrace it

How to Embrace Social Media in Your Business

1. Build a Strategy2. Map Strategy to Social Media

Applications & Technology3. Develop Community Management

Plan4. Measure & Optimize

Roadmap to Success

Big Mistake!

“Build it and they will come”

1. Build a Strategy

Goals/Type of Community

Ownership/Roles

Policies/Procedures

Attracting Followers/Membership

Know Thy Goals!

External Internal

Brand Building

Event Management

Market Research

Product Innovation

Employee Community

Customer Support

Learning Community

Partner Community

Community of Practice

Dell’s IdeaStorm

Cohn-Wolfe

2. Map Strategy to Social Media Apps & Technology

Wikis

Discussion Forums

Social Networks

Microblogging

Virtual Worlds

Video

Audio

PhotosLivecasting

Ratings & Reviews

Productivity apps

Gaming

Mobile

Social Bookmarking

RSS

Calendar

Chat

Polls

Tagging

Recognition & Rewards

Q&A

Blogs

Search

Widgets

Idea Mgmt

Mapping Social Apps to Community Type

Application Community #1 Community #2 Community #3 Community #4

Blogs • • • •

Discussion Board o • • o

Media (Video, Podcast, Docs)- UGC

• • • •

Wiki • • • o��Polls o�� • • o��Ratings & Reviews o o o o

Live chat o • • o

Social networking (profiles)

o�� • • o��

Idea management o • • o

Q & A Tool o • • o

Calendar o • • o

1

7Sun Confidential: Internal Only

Picking a Vendor

Emerging Social Media Technologies to Watch

1. Microblogging2. Social Networks3. Online Video

Microblogging

• Combination of blogging & text messaging

Iran Election

Southwest

Comcast

Microblogging- Uses Internally

Sales Support

Event Planning

Project Status

News/Updates

Coordination

Linking Decentralized Teams

Problem Solving

Mentoring

Purely Social

Three Things You Can Do Today With Microblogging

1. Set up your own Twitter account & start tweeting

2. Set up private microblogging network- private Twitter- Yammer or other site

3. Incorporate microblogging as part of your organization’s larger social media & community strategy

Social Networks

A social network is the component of an online community focused around an individual’s profile, providing a way to interact socially, professionally to locate expertise & knowledge.

Facebook

LinkedIn

Cafe Mom

Booz Allen Hamilton

Three Things You Can Do Today With Social Networks

1. Get on (and be active) Facebook & LinkedIn

2. Join an existing social networking site focused on a personal or professional interest

3. Incorporate social networks/profiles as part of your organization’s larger social media & community strategy

Online video is the use of video on the web as a primary media to broadcast information about a particular topic to an audience.

Online Video- Different Types

Internet TVConsumer Video Sharing

Social Sites

Enterprise

Video Sharing

Blendtec

Sun Learning eXchange (SLX)

Three Things You Can Do Today With Online Video

1. Subscribe to video channels on your favorite topics, artists or brands

2. Start your own channel (and be active) - on YouTube (or another consumer site)

- on SLX3. Incorporate online video as part of

your organization’s social media & community strategy

3. Develop a Community Management Plan

Role of Community Manager

Moderation

Content Programming &

Engagement

3

7

Enforce

Lead

Respond

Engage

Mediate

Personalize

Evolve

Empower

The Role of the Community Manager

3

8

Subject Matter

Expert

Blog Posts

Seeded Discussion

Video

Podcasts

Webinars

Community

Your Company

Publish/Syndicate

eBooks &

whitepapers

User-Generated

Content drives conversation, which is the real king!

Face-to-face breakfast

meetup

Content Programming & Engagement

Moderation

•Do you want to moderate or not?• What type of moderation?

–Pre-moderation–Post-moderation

•Who will moderate?–Internal/external–Same or different as community manager

4. Measure It4. Measure & Optimize

4

1

Community Social Media SEO

Metrics Will Vary

Keep it Simple & Realistic

Examples…..•Something learned from customers not previously known• The online community led to employees and customers interacting with one another

• New experienced was gained with two way communication & communicating with audiences

• Connections were made with partners and customers not previously reached for product feedback/innovation

4

3

What to Measure Sample Metrics

Activity Pageviews, # of unique visitors, returning visitors, pages per visit, RSS subscriptions, Referring sites, Search engine placement, Blog mentions, Twitter (# of followers, grade), Members, Posts (ideas/threads), tags/ratings/ranks, frequency (comments, posts, etc.), ratios (posts to comments, etc.); sentiment analysis

ROI- Marketing # of leads, # of qualified leads, ratio of leads/qualified leads, cost of lead, time to lead, lead conversion, average new revenue per customer

ROI- Product Development # of new product ideas, % of ideas coming from community, idea to development, revenue/adoption rate of new products from community

….but do get more granular

4

4

Analytics Vendors

Thank You!

www.slx.com

Demo: www.slx.com/demo

Blog: www.slx.com/video-community-blogGary Lombardo

Marketing & Social Media Strategy, SLX

Twitter: @garylombardo

Email: garylombardo@gmail.com