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1© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Creating a Business Driven Social Media Strategy
Dawn LacalladeSenior Consultant, ComBlu
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2© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Let’s start with the basics. What is community?
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3© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
What is Community?
What tools are we including here?
• Closed communities• Groups• Loyalty programs• Polls• Wikis• Profiles and searching
profiles• Event calendars
An online vehicle for ongoing and mutually valuable engagement between a brand and its stakeholders.
• Ideas• Forums• Blogs (with comments)• Content exchanges• Webinars and videos
(with interaction)• Ratings and reviews• Third party sites• Monitoring and listening
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4© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Narrow Thinking
Photo Credit: http://www.flickr.com/photos/ru_anderson/3426
120190/sizes/o/in/photostream/
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5© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
So many options!
Website• Grow traffic• SEO• Content creation- marketing• Product recommendations
Brand• Crisis Management• Case studies• Direct communication with customers• Find brand advocates• Personalize the company• Corporate or Exec branding
Support• Content creation- support• Content creation- learning• Questions and answers
R&D• Idea generation• Prioritization• Beta testing/ Focus Groups• Strategic partnering• Content Creation- software
Sales• Product recommendations• Use cases• Impulse buy• Question & Answer- pre-sales• Word of mouth marketing
Internal Community• Communication• Knowledge sharing• R&D• New employee education
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6© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Modify This Footer: View -> Header & Footer
- Slide 6 -
Ok, sign me up!
How do I know where to start?
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7© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)Photo Credit: http://www.flickr.com/photos/andy_bernay-roman/69896791/sizes/o/in/photostream/
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8© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
The Model
Business Needs
Business Commitment
Prioritization
Community Tool
Selection
Map Metrics to Business
Needs
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9© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
So many options!
Website• Grow traffic• SEO• Content creation- marketing• Product recommendations
Brand• Crisis Management• Case studies• Direct communication with customers• Find brand advocates• Personalize the company• Corporate or Exec branding
Support• Content creation- support• Content creation- learning• Questions and answers
R&D• Idea generation• Prioritization• Beta testing/ Focus Groups• Strategic partnering• Content Creation- software
Sales• Product recommendations• Use cases• Impulse buy• Question & Answer- pre-sales• Word of mouth marketing
Internal Community• Communication• Knowledge sharing• R&D• New employee education
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10© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
The SCOOTER Store
- Slide 10 -
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11© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Social Crisis Management
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12© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
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13© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Types of Research and Insights
Innovation (problem solving and future state)
Customer Insights (market research)- adoption, loyalty,
branding, & competitive knowledge
Product research (in product integration)
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14© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Generate & Refine
Ideas
Design
Develop
Test
Release
Market
Input to Refine
Industrial Research &
Trends
Generate Ideas
Prioritize
Campaign Feedback
WOM Mktg
Beta Testing- less
bugs
Co-development
Input: Better Requirements
Process Feedback
Strategic Direction
Product Management
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15© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
But there are limits.
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16© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
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?
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17© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
The Model
Business Needs
Business Commitment
Prioritization
Community Tool
Selection
Map Metrics to Business
Needs
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18© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Careful tool selection.
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19© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
- Slide 19 -
Tool Pros Cons
Ideas Platform (ie Ideastorm)
1. Crosses all levels of cust. 2. Very visible3. Could do a light version
1. Too many ideas2. Hard to have a dialogue3. Requires higher level of participation
Forums1. Good for dialogue2. Multiple uses beyond ideas3. Good for an existing community
1. Higher level of participation2. Easy to get duplicates
Ratings & Reviews 1. Get input from more levels of ppl 1. Not a good dialogue tool
Closed Communities/ Groups
1. Low risk2. Good dialogue
1. Very limited audience
Polls 1. Broad audience2. Great for prioritization
1. Only validates your ideas2. Hard to have a dialogue
Ideation Sessions 1. Focuses on your subject2. Great dialogue
1. Limited audience2. No good tool to facilitate
Content Exchanges 1. Contributes to your product2. Harder to implement
1. Software only2. IP concerns
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20© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Metrics ROI
Metrics MUST be in the business terms the company is used to hearing!• Examples: Contacts reduced and download assists
Clearly outline the costs and risks• Costs 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 -
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21© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
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).
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22© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Be sure to focus on the Consumer.
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23© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Balancing the Needs
Customer/Community
Needs
BusinessNeeds
Realistic Expectations
Photo Credit: http://www.flickr.com/photos/tyger_lyllie/984888
05/sizes/z/in/photostream//
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24© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Value to the Community Members
Save Time and Money• Answer questions• How to instructions• Content exchange
Being Heard• Product feedback- ideas, implemented ideas, % of
features • Direct access to product teams
Education• From company or peers
Recognition• From the company, peers or the public.
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25© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) - Slide 25 -
Caution:
• Wrong tool• Lack of clear goals• Finding wrong people• Little company
interaction• No action taken• Wrong tone• Poor design
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26© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)
Who is ComBlu?
Kevin Lynch, ComBlu
312.423.4916
Dawn Lacallade, ComBlu
312.649.1687
Our website: www.comblu.com
Our Blog:www.comblu.com/blogs/Lumenatti
Twitter: @ComBlu
We’d love to talk! You can also check out:
Business Analysis Strategy Execution ROI
Measures