FEI Community Strategy with Comments
Download as PPTX, PDF2 likes506 views
This document provides an overview of creating a business-driven social media strategy. It discusses defining community and the various tools that can be used, such as forums, blogs, videos, and more. It emphasizes mapping metrics to business needs and selecting tools carefully based on factors like available resources, business risks, and customer comfort levels. The key is balancing business and customer needs by setting realistic expectations and providing value to community members through content, feedback opportunities, education, and recognition. Metrics must be defined in business terms and goals set over time to measure ROI from a community.
FEI Community Strategy with Comments
- 1. Creating a Business Driven Social Media StrategyDawn LacalladeSenior Consultant, ComBlu
- 2. Let’s start with the basics. What is community?
- 3. What is Community?An online vehicle for ongoing and mutually valuable engagement between a brand and its stakeholders.What tools are we including here?Ideas
- 4. Forums
- 7. Webinars and videos (with interaction)
- 10. Monitoring and listeningClosed communitiesGroupsLoyalty programsPollsWikisProfiles and searching profilesEvent calendars
- 11. Narrow ThinkingPhoto Credit: http://www.flickr.com/photos/ru_anderson/3426120190/sizes/o/in/photostream/
- 12. So many options!WebsiteGrow trafficSEOContent creation- marketingProduct recommendationsBrandCrisis ManagementCase studiesDirect communication with customersFind brand advocatesPersonalize the companyCorporate or Exec brandingSupportContent creation- supportContent creation- learningQuestions and answersR&DIdea generationPrioritizationBeta testing/ Focus GroupsStrategic partneringContent Creation- softwareSalesProduct recommendationsUse casesImpulse buyQuestion & Answer- pre-salesWord of mouth marketing Internal CommunityCommunicationKnowledge sharingR&DNew employee education
- 13. Modify This Footer: View -> Header & Footer- Slide 6 - Ok, sign me up! How do I know where to start?
- 15. The ModelMap Metrics to Business Needs
- 16. So many options!WebsiteGrow trafficSEOContent creation- marketingProduct recommendationsBrandCrisis ManagementCase studiesDirect communication with customersFind brand advocatesPersonalize the companyCorporate or Exec brandingSupportContent creation- supportContent creation- learningQuestions and answersR&DIdea generationPrioritizationBeta testing/ Focus GroupsStrategic partneringContent Creation- softwareSalesProduct recommendationsUse casesImpulse buyQuestion & Answer- pre-salesWord of mouth marketing Internal CommunityCommunicationKnowledge sharingR&DNew employee education
- 17. The SCOOTER Store- Slide 10 -
- 20. Types of Research and InsightsCustomer Insights (market research)- adoption, loyalty, branding, & competitive knowledgeProduct research (in product integration)Innovation (problem solving and future state)
- 21. Product ManagementIndustrial Research & TrendsGenerate IdeasPrioritizeInput to RefineWOM MktgInput: Better RequirementsStrategic DirectionCampaign FeedbackProcess FeedbackCo-developmentBeta Testing- less bugs
- 22. But there are limits.
- 23. What can you do?How much are you willing to spend?How many people do you have to work these properties?How much business risk/transparency are you comfortable with?How comfortable are your customers in the online space?How high is the existing participation in your online community?
- 24. The ModelMap Metrics to Business Needs
- 26. - Slide 19 -
- 27. Metrics ROI Metrics MUST be in the business terms the company is used to hearing!Examples: Contacts reduced and download assistsClearly outline the costs and risksCosts for setup: platform, design work, data migration, seed content, high initial participation from the company, data setup, PR costs, etc.Ongoing costs: direct headcount, time spent by others within company, dev for improvements & updates, costs to take action (act on ideas), contests, events, etc.Risks: low participation, negative responses, ideas that are not plausible, continuing costs, etc.Considerations ROI is a fluid concept- don’t get too locked in your measures. As new needs and tools are added, be sure to track them as well.Community measures can fluctuate dramatically especially in a new community. Set goals over a month or longer period of time.- Slide 20 -
- 28. Reuse the Model When a new business need arises- reuse the model to evaluate the best tool.Once you have found success (and proven it with measures) with one tool, add more (slowly).
- 29. Be sure to focus on the Consumer.
- 30. Balancing the NeedsBusinessNeedsCustomer/Community NeedsRealistic ExpectationsPhoto Credit: http://www.flickr.com/photos/tyger_lyllie/98488805/sizes/z/in/photostream//
- 31. Value to the Community MembersSave Time and MoneyAnswer questionsHow to instructionsContent exchangeBeing HeardProduct feedback- ideas, implemented ideas, % of features Direct access to product teamsEducationFrom company or peersRecognitionFrom the company, peers or the public.
- 33. Lack of clear goals
- 34. Finding wrong people
- 35. Little company interaction
- 36. No action taken
- 37. Wrong tone
- 38. Poor design- Slide 25 -
- 39. Who is ComBlu?ExecutionStrategyBusiness AnalysisROI MeasuresWe’d love to talk!You can also check out:Dawn Lacallade, ComBludawn@comblu.com312.649.1687Our website:www.comblu.comOur Blog:www.comblu.com/blogs/LumenattiTwitter: @ComBluKevin Lynch, ComBluklynch@comblu.com312.423.4916
Editor's Notes
- #5: People tend to think narrowly about community.
- #6: There are so many things you can accomplish beyond the most common support and marketing efforts. Be sure to think through exactly what the business wants to accomplish as well as the mechanisms before creating a strategy.
- #8: BIG shiny object! Don’t start your community from – I want what they have! Examples: I want a blog. Why? Because the competitor has one.
- #9: It is critical to begin any community with a strong foundation of business need. It will ensure that the value you receive from the community meets the expectations and needs. In addition, there are several driving questions you need to cover before you plan how to execute. Example of getting product feedback: Can use forums, blog with comments, wiki, ideas page, etc.
- #11: Discuss the SM strategy for a challenging demographic like the Scooter Store.
- #12: If you are a brand, do you have a SM Crisis plan?
- #13: Southwest did an amazing job with their recent incident. First the “firefighting” post on twitter, then directing people to the blog for a coordinated response. Response was factual and direct (not marketing fluff). Followed up with how they are going to fix it and then demonstrating that they have fixed it. FANTASTIC work.
- #22: Explain the use in evaluating an in line business problem. Don’t pick the tool you have, do the work and find the one that works the best.
- #24: Example of off center balance- Drive for new community users in adjacent segment. Results in more posts (including repetition) of “simple” questions and irritates the consistent users.
- #26: Biggest failure points.