Sun Learning eXchange Value Proposition Gary Lombardo February, 2009 1 Sun 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: [email protected]
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A Roadmap for Success with Social Media and Community in Business: InfoTrends ODS Conference 9.30.09
Session #10 entitled "Emerging Technologies: A Roadmap for Success with Social Media and Community in Business" at InfoTrends Office Document Strategy (ODS) Conference on September 30, 2009 in Boston, MA delivered by Gary Lombardo, who handles marketing and social media for the Social Learning eXchange.
The provides a roadmap for individuals working within business organizations to define a social media strategy. It also covers the most important emerging technologies that are and will transform how we work: microblogging, online video and social networks.
For questions, please contact garylombardo at gmail.com and visit www.slx.com
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
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.
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
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Enforce
Lead
Respond
Engage
Mediate
Personalize
Evolve
Empower
The Role of the Community Manager
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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
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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
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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