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Transform a “Like”
into a Advocate
Deirdre Walsh
Sr. Social Media Manager
#jiveon
Have always been a geek.
PR, Public Affairs, Community Management, Social Media for Tech Companies
Eat Our Own Dog Food
Social Team at Jive Software


 •  Employee Community

 •  External Communities
     –  Customers, Prospects,
        Partners, Developers, Press


 •  Social Media
     –  Facebook, LinkedIn,
        YouTube, Twitter, Google+
The new way is here.




 800 Million +          120 Million    250 Million
    Active users          Members      Tweets per day




                   …and it’s not just for consumers.

                                                  © Jive confidential
The only way to business.

 Technology   Financial   Telecom   Healthcare &   Retail
              Services              Lifesciences




                                                   © Jive confidential
Social Intranet


                                   Social Customer Service


                                   Social Marketing & Sales
Customers   Employees   Partners
MORE                   LESS
     of what you want   of what you don’t want


    Collaboration       Searching for Info
Customer Satisfaction     Support Calls
      Win Rate                Email




                                             © Jive confidential
The biggest from > to in a generation.


FROM                         TO

Mechanization             Social Capital
Transactions    CRM       People           Expertise

Records         ERP       Conversations    Decisions

Processes                 Ideas

ECM                       Relationships




                                                       © Jive confidential
Business Challenge
Drive Trials of New Software Product
7 Steps to become a Social Office Hero



Define
 Integrate
 Listen
             Engage
       Build
    Activate
 Analyze


     
             
            
           
          
         
               
 Set clear    Connect to     Monitor Add value to    Grow    Reward and     Track and
goals that     internal       and      the social successful amplify key       report
align with    structure,   respond to   streams
   channels  evangelists
     impact
  overall      process,    actionable
             that you                   across
business        plans.
      convos
               manage. 
                business
objectives
1. Define
Set clear goals that align with
overall business objectives
Define: Campaign Goals
Ensure social goals align with business goals



•  Increase awareness
•  Reposition corporate brand
•  Drive leads and software trials
•  Foster loyalty and advocacy


Each with measurable targets
Define: Target Audience
Talkers – Flip the Funnel



 Talkers
     •  Fans, bloggers, influencers, employees, customers
     •  Anyone who will talk about Jive, our products or assets



 Prospects
     •  Ambitious, driven
     •  Fortune 1000 company, + Top 50 prospects
     •  Directly / indirectly manage highly collaborative teams
       in customer support, marketing, services, IT and/or
       sales.
Define: Target Audience Goals
Don’t forget – both sides need to benefit



 By participating, customers, influencers, & prospects get:
     •    latest news and info
     •    insider views into Jive
     •    proficient via best practice sharing
     •    connected to like-minded people
     •    voice heard inside and outside Jive
     •    recognized for great work, promoted as thought-leaders
Define: Role of Each Social Platform
Channel differentiation is key to building a social ecosystem

  Channel                               Function
  Facebook                              Social hub where Jive curates the
                                        best-in-social from across the web and
                                        reinforces industry expertise
  Twitter                               Provides of-the-moment industry and
                                        product news; where Jive engages
                                        influencers
  Youtube                               Videos highlight customers and
                                        reinforce industry expertise
  LinkedIn                              Reserved for more in-depth, strategic
                                        conversations
  Instagram                             Infuse personality into brand
  Google +                              Forum for technical conversation
  Corporate Blog                        Provides resources to equip mid-level
                                        managers
2. Integrate
Don’t be an island. Connect to
internal structure, process, plans.
Integrate: Internal Teams
Social DNA

                                               Mtg

•  virtual social media team with
   contacts in key departments
                                     Support

•  formalize employee social media
   guidelines
                                               Sales
•  social media trainings

•  empowered and rewarded             R&D
   participation


                                               Corp.
Integrate all social strategies

Integrate promoted, earned, and owned social channels to
drive activity, reach, and engagement

                   Social Media Users


                   Social Impressions

                      Engagement

                      Fan/Follower
                       Acquisition      Acquisition +
                                        Engagement = Leads
                         Action




                       JIVE LEADS
Integrate social throughout customer journey




Awareness          Engage           Try                 Buy               Use                 Loyal
•  Social          •  Social        •  Online           •  Customer       •  Adoption kit     •  Webcasts
   advertising        marketing –      community           references     •  Jive Talks       •  Champions
•  Influencer         earned and       support and      •  Case studies      best practices   •  Rewards and
   relationship-      owned            engagement                                                reputation
   building                         •  Social sharing                                         •  Gamification
•  Syndication                         in trial
   and curation
3. Listen
Monitor and respond to actionable
conversation
Social Media Management


•  more than just mass media news sharing
•  it’s about building valuable relationships
•  analyze social to gain insight about company, products
•  also helps monitor competition, get leads, provide support
•  FTC guidelines requires socially-active companies
   truthful
   policies and training
   monitor the conversation and correct mistakes
Monitoring           Partner Relationships

Social Prospecting




                                  Customer Relationships
Customer Service
4. Engage
Add value to the social streams
Social Content Calendar
Ensures value-added content creation & syndication – not more noise
Integrated Social Media Marketing
            Approach
Social Publishing                   Live Tweeting from Events

Content Creation & Syndication




                                 Encourage Conversation
Call to Action: Try Jive
Curation

Engage with Influencers




                          •  50% of Jive social content
                             comes from other sources
                          •  Create conversations with
                             influencers and “talkers”
Paid Engagements
“Like” ads, Promoted Content, Right Rail

“The Doer”: Marketing Manager, Community Manager




“The Strategist”: Marketing Director




“The Decision Maker”: Vice President, CMO
Offline: Office Hero Live on NASDAQ Tower
5. Build
Grow successful channels that you
manage.
Social Channels
Jive for Teams Community
Managed by Success Coaches
6. Activate
Reward and amplify key evangelists
Employee= Best
REAL Office Heroes             Brand Advocate
  Social Advocate




 Customer Spotlight



                      Thursday Thanks
7. Analyze
Track and report impact across
business
Nearly 66% of interactive marketers are
 NOT currently measuring their social
         marketing initiatives
Analyze: Key Earned Social Media Metrics
Results - Reach
Earned
Results - Reach
Earned
Results - Engagement
Earned
When campaign kicked off, only 5.9% of the Jive Software
        Facebook community was engaged.




              Today, we are at 45%
              This is great for B2B!
Promoted Results
Paid Social Media – Two Weeks



Fans and Follower Acquisition
   •  801 new Twitter followers directly attributed to
      promoted content
   •  More than 2,000 new Facebook fans attributed directly
      to ads and sponsored stories
   •  Engagement increased as “base” was built throughout
      the program.

•  Most B2B on Twitter run in the 1-2%, we are at 6%.
Owned Results

Jive Talks “thought-leadership” and actionable recommendations perform best

Top 10 Roles of an Internal Community Manager got 30X traffic of any other post
Analyze: Key Business Metrics

Drove trials and had higher sales conversions than other
marketing channels
Top 4 Lessons Learned
1.  Increasing reach and engagement raises lead potential
2.  Publishing rich content that fans/followers share along with
    paid content promoting the trial provided a consistent level of
    engagement which give credibility to the brand and product
3.  Prompting fans to take action and provide feedback, not only
    drove Sign Ups, but also created word-of-mouth engagement
    that helped expand the reach of content
4.  There is a social funnel:
   •    Reach leads to Potential Impressions
   •    Potential Impressions lead to Real Impressions
   •    Real Impressions lead to Fan/Follower Acquisition
   •    Acquisitions lead to Conversions
7 Steps to become a Social Office Hero



Define
 Integrate
 Listen
             Engage
       Build
    Activate
 Analyze


     
             
            
           
          
         
               
 Set clear    Connect to     Monitor Add value to    Grow    Reward and     Track and
goals that     internal       and      the social successful amplify key       report
align with    structure,   respond to   streams
   channels  evangelists
     impact
  overall      process,    actionable
             that you                   across
business        plans.
      convos
               manage. 
                business
objectives

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Transform a "Like" into an Advocate

  • 1. Transform a “Like” into a Advocate Deirdre Walsh Sr. Social Media Manager #jiveon
  • 2. Have always been a geek. PR, Public Affairs, Community Management, Social Media for Tech Companies
  • 3. Eat Our Own Dog Food Social Team at Jive Software •  Employee Community •  External Communities –  Customers, Prospects, Partners, Developers, Press •  Social Media –  Facebook, LinkedIn, YouTube, Twitter, Google+
  • 4. The new way is here. 800 Million + 120 Million 250 Million Active users Members Tweets per day …and it’s not just for consumers. © Jive confidential
  • 5. The only way to business. Technology Financial Telecom Healthcare & Retail Services Lifesciences © Jive confidential
  • 6. Social Intranet Social Customer Service Social Marketing & Sales Customers Employees Partners
  • 7. MORE LESS of what you want of what you don’t want Collaboration Searching for Info Customer Satisfaction Support Calls Win Rate Email © Jive confidential
  • 8. The biggest from > to in a generation. FROM TO Mechanization Social Capital Transactions CRM People Expertise Records ERP Conversations Decisions Processes Ideas ECM Relationships © Jive confidential
  • 9. Business Challenge Drive Trials of New Software Product
  • 10.
  • 11. 7 Steps to become a Social Office Hero Define Integrate Listen Engage Build Activate Analyze Set clear Connect to Monitor Add value to Grow Reward and Track and goals that internal and the social successful amplify key report align with structure, respond to streams channels evangelists impact overall process, actionable that you across business plans. convos manage. business objectives
  • 12. 1. Define Set clear goals that align with overall business objectives
  • 13. Define: Campaign Goals Ensure social goals align with business goals •  Increase awareness •  Reposition corporate brand •  Drive leads and software trials •  Foster loyalty and advocacy Each with measurable targets
  • 14. Define: Target Audience Talkers – Flip the Funnel Talkers •  Fans, bloggers, influencers, employees, customers •  Anyone who will talk about Jive, our products or assets Prospects •  Ambitious, driven •  Fortune 1000 company, + Top 50 prospects •  Directly / indirectly manage highly collaborative teams in customer support, marketing, services, IT and/or sales.
  • 15. Define: Target Audience Goals Don’t forget – both sides need to benefit By participating, customers, influencers, & prospects get: •  latest news and info •  insider views into Jive •  proficient via best practice sharing •  connected to like-minded people •  voice heard inside and outside Jive •  recognized for great work, promoted as thought-leaders
  • 16. Define: Role of Each Social Platform Channel differentiation is key to building a social ecosystem Channel Function Facebook Social hub where Jive curates the best-in-social from across the web and reinforces industry expertise Twitter Provides of-the-moment industry and product news; where Jive engages influencers Youtube Videos highlight customers and reinforce industry expertise LinkedIn Reserved for more in-depth, strategic conversations Instagram Infuse personality into brand Google + Forum for technical conversation Corporate Blog Provides resources to equip mid-level managers
  • 17. 2. Integrate Don’t be an island. Connect to internal structure, process, plans.
  • 18. Integrate: Internal Teams Social DNA Mtg •  virtual social media team with contacts in key departments Support •  formalize employee social media guidelines Sales •  social media trainings •  empowered and rewarded R&D participation Corp.
  • 19. Integrate all social strategies Integrate promoted, earned, and owned social channels to drive activity, reach, and engagement Social Media Users Social Impressions Engagement Fan/Follower Acquisition Acquisition + Engagement = Leads Action JIVE LEADS
  • 20. Integrate social throughout customer journey Awareness Engage Try Buy Use Loyal •  Social •  Social •  Online •  Customer •  Adoption kit •  Webcasts advertising marketing – community references •  Jive Talks •  Champions •  Influencer earned and support and •  Case studies best practices •  Rewards and relationship- owned engagement reputation building •  Social sharing •  Gamification •  Syndication in trial and curation
  • 21. 3. Listen Monitor and respond to actionable conversation
  • 22. Social Media Management •  more than just mass media news sharing •  it’s about building valuable relationships •  analyze social to gain insight about company, products •  also helps monitor competition, get leads, provide support •  FTC guidelines requires socially-active companies truthful policies and training monitor the conversation and correct mistakes
  • 23. Monitoring Partner Relationships Social Prospecting Customer Relationships Customer Service
  • 24. 4. Engage Add value to the social streams
  • 25. Social Content Calendar Ensures value-added content creation & syndication – not more noise
  • 26. Integrated Social Media Marketing Approach
  • 27. Social Publishing Live Tweeting from Events Content Creation & Syndication Encourage Conversation Call to Action: Try Jive
  • 28. Curation Engage with Influencers •  50% of Jive social content comes from other sources •  Create conversations with influencers and “talkers”
  • 29. Paid Engagements “Like” ads, Promoted Content, Right Rail “The Doer”: Marketing Manager, Community Manager “The Strategist”: Marketing Director “The Decision Maker”: Vice President, CMO
  • 30. Offline: Office Hero Live on NASDAQ Tower
  • 31. 5. Build Grow successful channels that you manage.
  • 33. Jive for Teams Community Managed by Success Coaches
  • 34. 6. Activate Reward and amplify key evangelists
  • 35. Employee= Best REAL Office Heroes Brand Advocate Social Advocate Customer Spotlight Thursday Thanks
  • 36. 7. Analyze Track and report impact across business
  • 37. Nearly 66% of interactive marketers are NOT currently measuring their social marketing initiatives
  • 38. Analyze: Key Earned Social Media Metrics
  • 42. When campaign kicked off, only 5.9% of the Jive Software Facebook community was engaged. Today, we are at 45% This is great for B2B!
  • 43. Promoted Results Paid Social Media – Two Weeks Fans and Follower Acquisition •  801 new Twitter followers directly attributed to promoted content •  More than 2,000 new Facebook fans attributed directly to ads and sponsored stories •  Engagement increased as “base” was built throughout the program. •  Most B2B on Twitter run in the 1-2%, we are at 6%.
  • 44. Owned Results Jive Talks “thought-leadership” and actionable recommendations perform best Top 10 Roles of an Internal Community Manager got 30X traffic of any other post
  • 45. Analyze: Key Business Metrics Drove trials and had higher sales conversions than other marketing channels
  • 46. Top 4 Lessons Learned 1.  Increasing reach and engagement raises lead potential 2.  Publishing rich content that fans/followers share along with paid content promoting the trial provided a consistent level of engagement which give credibility to the brand and product 3.  Prompting fans to take action and provide feedback, not only drove Sign Ups, but also created word-of-mouth engagement that helped expand the reach of content 4.  There is a social funnel: •  Reach leads to Potential Impressions •  Potential Impressions lead to Real Impressions •  Real Impressions lead to Fan/Follower Acquisition •  Acquisitions lead to Conversions
  • 47. 7 Steps to become a Social Office Hero Define Integrate Listen Engage Build Activate Analyze Set clear Connect to Monitor Add value to Grow Reward and Track and goals that internal and the social successful amplify key report align with structure, respond to streams channels evangelists impact overall process, actionable that you across business plans. convos manage. business objectives