1. Creating a Business Driven Social Media Strategy Dawn Lacallade Senior Consultant, ComBlu

2. Let’s start with the basics. What is community?

4. Forums

5. Blogs (with comments)

6. Content exchanges

7. Webinars and videos (with interaction)

8. Ratings and reviews

9. Third party sites

10. Monitoring and listeningClosed communities Groups Loyalty programs Polls Wikis Profiles and searching profiles Event calendars

11. Narrow Thinking Photo Credit: http://www.flickr.com/photos/ru_anderson/3426120190/sizes/o/in/photostream/

12. 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

13. Modify This Footer: View -> Header & Footer - Slide 6 - Ok, sign me up! How do I know where to start?

14. Photo Credit: http://www.flickr.com/photos/andy_bernay-roman/69896791/sizes/o/in/photostream/

15. The Model Map Metrics to Business Needs

16. 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

17. The SCOOTER Store - Slide 10 -

18. Social Crisis Management

20. Types of Research and Insights Customer Insights (market research)- adoption, loyalty, branding, & competitive knowledge Product research (in product integration) Innovation (problem solving and future state)

21. Product Management Industrial Research & Trends Generate Ideas Prioritize Input to Refine WOM Mktg Input: Better Requirements Strategic Direction Campaign Feedback Process Feedback Co-development Beta 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 Model Map Metrics to Business Needs

25. Careful tool selection.

26. - Slide 19 -

27. 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 -

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 Needs Business Needs Customer/ Community Needs Realistic Expectations Photo Credit: http://www.flickr.com/photos/tyger_lyllie/98488805/sizes/z/in/photostream//

31. 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.

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? Execution Strategy Business Analysis ROI Measures We’d love to talk! You can also check out: Dawn Lacallade, ComBlu dawn@comblu.com 312.649.1687 Our website: www.comblu.com Our Blog: www.comblu.com/blogs/Lumenatti Twitter: @ComBlu Kevin Lynch, ComBlu klynch@comblu.com 312.423.4916