Social media workshop by Regalix in May 2010

Your Pages Are Set Up, But What’s Next?

Social Media Bootcamp:
Transforming your social media into a real marketing channel
1.  Introductions Moderator: Jonathan Curtis
2.  Social Media Strategy Host: Namrata Kumar

3.  Operating a Social Media Program
4.  Closing the loop with 360º Analytics
5.  Group Discussion
6.  Wrap-up & Announcements

REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi CONTACT US FOLLOW US

2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR, SECTOR 8 18 SUNDAR NAGAR WWW.REGALIX.COM FACEBOOK.COM/REGALIX
PALO ALTO CA 94303 USA #26, INFANTRY ROAD PANCHKULA 134 109 INDIA NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM #REGALIX
BANGALORE 56 001 INDIA 888-REGALIX

© 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved


1.  Introductions Jonathan Curtis
2.  Social Media Strategy




Regalix’s Social Media Key Milestones

ComplianceOnline.com SiliconIndia.com
Largest Professional Networking
WhoWhere.com Largest Compliance Website and
Website for Indians
8th largest customer destination Expert Community
(Current, 2010)
(White Labeled by NASDAQ, 2006)
Contact sharing website
(Acquired by Lycos, 1996) BottleNotes.com
Largest Wine Encyclopedia and
Wine Community
inDplay.com (Current, 2010)
WingspanBank.com
1st Independent Film Licensing
1st Internet-Only Bank in the world
Website & Critic Community
Financial Services Marketplace
(Acquired, 2007)
(Acquired by BankOne, 2000)

M2M.com
Machine to Machine Developer Community, Sponsored by
ATT, KPN, Rogers, Ericsson, Motorola, and Siemens
(Current, 2010)

© 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 3

About Us

Full-Service: Digital Marketing &
Technology Services Company; Strategy,
Collateral &
Thought Creative, Campaigns, Technology,
Leadership Communities
Content
Talent: Leadership, Advisory, 175+ Team
Customers: Fortune 500 and Venture-
Website,
Portals,
Community Backed
& Social
iPhone, iPad
applications
Media Focus: B2B, B2C, C2C
Online
Marketing Verticals: Retail, Hi-Tech., Finance,
Strategy Healthcare
Global: HQ in Silicon Valley, 4 Offices
Background: Built on 8+ years of
Customer & Lead
research
Prospect Generation Industry Recognition:
Nurturing & Sales


Companies that Trust Us
Retail & Financial Film & Professional Healthcare, Education Hi-Tech. & Clean-Tech.,
Consumer Services Entertainment Services Bio-Tech. Software Bio-Fuel
Products

Microsoft

UCLA

ICICI
BANK


Introductions
  Vikas Sharan | CEO & Chief Marketing Strategist
  Serial Enterpreneur: Financial Services, Telecom, Marketing
  wingspanbank.com: 1st Net-only bank (BankOne, 2000)
  complianceonline.com: #1 community on compliance
  Created over half a dozen successful social communities
  Strategic advisor to Fortune 100 companies

  Shivraj Asthana | EVP Products & Services
  Co-Founder Regalix Inc., ArcadiaOne Inc. (Haart Commerce, 2002)
  Strategic marketing advisor to Global 5,000 companies: Citibank, Apple, CDC, Cypress
  Chief Architect of over 20 integrated marketing campaigns

  Brendan Farnell | Sr. Director Client Services
  Strategic marketing advisor: Adobe, HP, CheckPoint
  Launched: bottlenotes.com, m2m.com, executivemindshare.com
  Social Media Instructor for Fortune 1,000 companies
  Manages Operations for Global Fortune 5,000 companies



1.  Introductions
2.  Social Media Strategy Vikas Sharan




The Rise of Social Media
  Facebook added 100M users in 9 months. Other media to reach 50M…

38 years 3 years 4 years

  25% of searches on top 20 brands are links to user-generated content
  78% of users trust peer recommendations (14% trust ads)
  Facebook would be 3rd largest country (400M….and growing)
  China: 1B, India: 1B, Facebook: 400M, US: 300M
  Facebook crossed Google’s US traffic last week
  There are 5,508 social media sites on the Internet
  Users spend 17:03 minutes on an average on social media sites
  Now what can business do with Social Media?


The Evolution of Selling

Pre-Media Direct Sales Gentleman’s handshake drives sales
Agents $$$$$$$

Advertising Print, Radio, TV Brand recall drives sales
$$$$$$

Web 1.0 Publishers, Best offer drives sales
Display Ads $$$$

Web 2.0 Search Value proposition drives sales
$$$

Web 2.0++ Social Media, Collaboration drives sales
Community $$ ?

Brand Interaction has Changed
Traditional/Offline Marketing Web 3.0 Marketing (Social Media
Marketing)

“I have a need”

“We have an
offer. Please
make a
purchase”
“Let’s collaborate”

  One-way communication   Two-way communication
  Consumer doesn’t have a voice   Interact, engage and listen to customer
  No interaction with customer   Consumer’s voice counts


Have you started the Social Media journey?
  Facebook Page
  LinkedIn Group
  Twitter Lists
  Blog
  YouTube Channel
  Branded or Neutral Community
  Other?


What is your marketing model?
  Consumer Marketing
  Business to Business Marketing
  Reseller & Distributor / Channel Marketing
  Network Marketing
  Non-Profits & Social Marketing
  Human Resources
  Marketing & Business Research
  Product & Service Support


Social Media Maturity Model
1st Level: 2nd Level: 3rd Level:
Strategic Presence Expert Engagement Social Leverage
Businesses seed content and Experts, analysts drive content Community drives participation
actively market to create initial creation, membership and and growth.
participation and growth. growth.

Presence Management
Product & Brand Programs

Customer and Support Programs Set-up Facebook Page, Integrate with Enterprise
Integrate with core product or
Customize Tabs, Create Custom Applications, Knowledge Base,
service
Partner & Reseller Programs Apps. CRM

Customer & Prospect Nurturing

Brand & Media Monitoring Brand, Domain Experts, Partners, Customers New Influencers

Member Operations
Member Acquisition Invitation campaigns Expert Invitations Tell-a-Friend

Member Engagement Customized email, follow-ups Alerts, Follow-experts Friend feeds

Conversation Moderation Community managers Experts Self-appointed Leaders

Content Operations
Product & Marketing Content Collateral, Blogs Knowledge base articles

Employee Created Content Key spokes person, bloggers Enterprise Micro-blogging

Federated 3rd Party Content Partners Industry Associations Domain Experts
© 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved & respond to
Community manager creates Experts create 13
User Generated Content Community creates content
conversations conversations

What is your social media goal? Who owns Social Media?
  Establish brand presence (Corporate Marketing)
  Establish thought leadership (Product Marketing)
  Enhance product support (Customer Support)
  Enhance reputation (Public Relations)
  Customer & prospect nurturing (Inside Sales)
  Increase website traffic (Marketing)
  Lead generation and sales (Marketing, Sales)
  Employee acquisition & retention (Human Resources)
  Business Intelligence & Research (Market Research)
  Reseller & Partner Management (Channel Marketing)
  Other?


Social Media Solution Providers
Creative Agencies PR Firms Tool Vendors
Strategy & Operating Plan
X X
(Goal setting, KPI identification, Benchmarks, Process & Plan)
Messaging & Conversations
X
(Topics, Blogs, Q&A, Email, Alerts, Postings, Comments, Response)
Creative Ideas & Asset Development
X
(Viral Videos, Contests, Games, Events, Apps.)
Social Media Presence Set-up
X
(Set-up Facebook Page FBML, YouTube Channel, LinkedIn Page, Groups, etc.)
Social Applications & Toolkit
X
(Cart, Polls, Images, Video, Discussions, Self-administration)
Custom Application Development
(Referral Apps., Loyalty/Rewards, Content/App./CRM Data Integration)
Media Monitoring
X X
(Brand, Competitor, Customers, Partners, Domain Intelligence, Campaigns)
Analytics & Intelligence
X
(Brand Loyalty Index, Engagement Index, Sales, Benchmarks)
Top 5 Social Media Properties
X X X
(Facebook, LinkedIn, Twitter, YouTube, Flickr)
Topical Social Media Properties
(1K+ Properties; Vertical Industry, Category, Ethnic, International)
Multi-lingual Support
(English UK/US, Spanish, German, Italian, Japanese, Chinese, more…)
Managed Operations
(Member Recruitment/Engagement, Community Management)
Global Operations © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 16
(USA, UK, India, Singapore, Gulf)


1.  Introductions
3.  Operating a Social Media Program Brendan Farnell




Regalix’s Social Media Process

1 Define Program Objectives

2 Identify Stakeholders & Participants

3 Develop Content & Messaging Framework

4 Customize Programs for Social Media Sites

5 Build and Expanding Social Presence

6 Monitor, Analyze and Insights



Objectives Measurements
Build and grow your network Member count

Promote & monitor your brand Exposure metrics

Engage with employees, prospects & partners Engagement metrics

Discuss and weigh-in on hot-button issues Conversation volume

Resolve support issues effectively Support issues, knowledge base, self-support

Provide exclusive content/success stories/case studies Collateral downloads

Collect feedback on product roadmap Feedback

Announce & Promote Events, Product Launches Event registrations


1. Identify Stakeholders and Participants
2

Internal Participants External Participants
Senior Management Customers & Prospects

Product Managers, Architects Partners & Resellers

Support Engineers Professionals

Corporate Marketing Industry Experts

Key Employees Analysts, Key Influencers


1. Identify Stakeholders and Participants – Guidelines
2

  Brand Ambassadors
  Communicate the “fun” aspects and benefits
  New employees : Registration part of induction
  Existing employees : top down approach – get the managers onboard
  Identify key stakeholders who will monitor and track participation
  Set targets for managers to get their teams onboard

  Enabling Policy (e.g. IBM/CISCO)
  Define guidelines for social media usage
  Get top executives onboard (PMs)
  Training & mentoring
  Identify evangelist/ early adapters
  on the intranet


1. Identify Stakeholders and Participants – Internal
2

  Guiding & Nurturing
  Create a content framework
  Define who, how, type of content, audience, tone of voice, comments to respond to and how to
respond
  Facilitate contribution from inside the organization
  Encouraging employees to create and share interesting information through a closed/restricted
micro blogging program; e.g. Yammer (enterprise micro-blogging)
  Rewards & Recognition program
  Social Networker of the month
  Key contributors – Top 5 contributors

Direct2Dell bloggers


1. Identify Stakeholders and Participants – External
2

  Customers/Prospects
  Invite customers/prospects to join Facebook/Twitter/LinkedIn sites
  Outline advantages of joining social media network
  Information on upcoming products, feedback, help with implementation, support issues
  New prospects: industry trends, whitepapers, Case studies, Q&A
  Include banners/ widgets in newsletters
  Include in other collaterals, brochures, business cards

  Getting people to Join
  Internally: Sales/Support/PS teams as “enlistment scouts” to identify and get customers and
prospects onboard
  Identify key prospects & professionals with active social media presence and send invites


1. Identify Stakeholders and Participants – External
2

  Initiate Participation
  Content & Social media Apps
  Discussions, Q&A
  Events/ Seminar
  Product Launches / updates
  Polls, Surveys, Feedback

  Increasing interest level and interactions
  Gathering information/feedback from the ecosystem and adjusting the internal content dissemination
  Running online contents for the external audience


Regalix’s Social Media Program
3 Develop Messaging & Content Framework

Content sourced & shared

Product Mangers Key Employees Agency Partners External participants

Product Domain
Specific Specific
Marketing Events

•  New Releases •  Industry Trends •  Hot Button issues •  Webinars
•  Inside scoop •  Developments •  Press Releases •  Seminars
•  Bug Fixes •  Forums •  Case Studies •  Tradeshows
•  Product research •  On Topic groups •  Brochures •  Customer & partner
•  Tutorials/How-to •  Industry related •  Product surveys events
•  Tips & Tricks events/ activities •  Feedback & Polls
•  Q&A •  Competition tracking
•  Roadmap


1. Customize Program for Individual Social Media Sites
4

  Facebook (Fans)   YouTube (Subscribers)
  Integrate applications   Upload quality videos at regular frequency
  Include RSS feeds into fan-page   Create play-lists – specific to a product
  Create custom tabs   Reciprocal subscription, subscribe to other
  Repost comments by other users. peoples videos and get them to subscribe
back
  Use Facebook ads to promote fan page.

  Twitter (Followers)   LinkedIn (Members)
  Use twitter tools to identify key influencers   Participate in discussions and Q&A
  Get listed on twitter lists   Publish events on LinkedIn
  Follow key influencers   Add industry news feeds to the group
  Use hash tags to increase brand visibility   Integrate your SlideShare account with
LinkedIn


4

Distributing content & support

Linking content/blogs/RSS Feed


4

Listing &
organizing assets

Example of
custom
development


4

Dell has multiple
Twitter sites

Contact info for
all social media


4

  Partner specific private resource groups
  Membership by invitation
  List product specific collaterals, FAQ,
Knowledgebase
  Moderate discussions
  Frequent posts to maintain the level of
interaction
  New product feedback/ new releases/issues/
Configuration/How-To

  Example: RACE group
  Targeting top executives
  Discussion/information closed
to public


4

  Type of content referenced in Blogs
  Interesting product insights
  Upcoming product launches
  New Videos created/ marketing campaigns launched
  Events/ tradeshows/ seminars/ webinars (internal & external)
  Industry trends and developments
  Hot button issues
  Financial and Business performance

  Who creates postings
  Senior Management
  Product Managers, Architects, Support
  Select Employees

© 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved Content that Regalix can help with 34

4

Documents & SlideShare

  Key Benefits
  Increasing online social reach for keywords with
high search volumes
  Leverage content to strengthen brand/thought
leadership
  Lead generation and nurturing
sharing relevant information with interested
prospects
  Recommended Sites
  SlideShare,
  Repackage, tag & upload content
  Set up a business channel
  Repurpose and list collaterals/presentations
  Scribd, DocStoc – List whitepapers/brochures
/write ups


4

Social Bookmarks

  Benefits :
  Increase online footprint for high search
volume keywords
  Drive traffic from interested users to your
website/social sites
  Help build SEO Ranking

  Recommended Sites:
  Digg, Yahoo Buzz, Reddit, Stumbleupon,
Delicious


4

Q&A Sites

  Key Benefits :
 Participate in product and
category related discussions
 Increase presence on CDC
products and services
  Recommended Sites:
 Yahoo Q&A
 Wiki Answers
 Answerbag
 Blurtit


1. Build and Expand Social Presence
5

LISTEN BUILD FACILITATE SUPPORT REENGAGE AND
AND LEARN AWARENESS PARTICIPATION PURCHASE EMPOWER

READ RSS READ
FEED MICROBLOG
PASS MESSAGE SEARCH
ALONG LINK FOR BRAND
SOCIAL
EMBED
VIEW BOOKMARK
UPDATE WIDGET
TALK ON AD PRODUCTS
PROFILE CONTRIBUTE OR JOIN A
FB CHAT CONSUMER
POST TO A CONTENT
REGISTER PANEL
BLOG MESSAGE CLICK TO ACCOUNT
ENTRY BOARD

$
USE CALL
EXPRESS PASS
CHECKOUT ALONG RATE A
CLICK RESEARCH
EMAIL READ PRODUCT
VISIT A THROUGH PRODUCT
EXPERT
STORE EMAIL REVIEW A SIGN UP TIPS
REVIEW REPORT
VISIT A REVIEW FOR
WRITE A STORE SWEEPS
BROWSE FILL OUT
FAV PRODUCT/ POST BLOG
JOIN ENTRY SURVEY
SITES SERVICE
BRAND REVIEW INTERACT
FAN SITE WITH RICH
SUBSCRIBE MEDIA AD
TO POWER READ UPLAOD
SPOSORE PICS
REVIEWR
D
CONTENT


5


5

Quiz

How much does the Bluetooth Mobile Keyboard 6,000 cost?

$89.95
$79.95
$69.95

Which of the following features is NOT included in the Wireless Laser Mouse?

Four-way scrolling
Five customizable buttons
1,000 DPI


1. Build and Expand Social Media Presence – Project Plan
5

Month 1-2 Month 2-3 Month 4-5 Month 6
onwards

•  Set up sites •  Research •  Network •  Expansion to

•  Messaging profiles Expansion Friend of

framework •  Invite •  Industry Friend

•  Identify & prospects/ experts •  Viral growth

upload content customers •  User •  Multiple sites

•  Internal/ •  Follow profiles/ generated •  Reference
employee join groups content

policy •  Hot topics •  Polls/survey/

•  Event Q&A

notification M6
M3 • Friend of
Friend
• Network • Viral
M1 Expansion expansion
• User • Multiple
• Network generated
Building sites
content
Setup • Research
profiles
• Setup • Prospects/
sites employees
• Upload
content

1. Monitor, Analyze, Insights
6

Website Content created by employees,
product managers

1 2

Content Published by Quantum Conversations monitored by Regalix

Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic …

Linkedin Linkedin Linkedin Linkedin Linkedin Linkedin
Facebook Facebook Facebook Facebook Facebook Facebook
Twitter Twitter Twitter Twitter Twitter Twitter

Blogs .etc Blogs .etc Blogs .etc Blogs .etc Blogs .etc Blogs .etc
… … … … … …

Customer Employee Prospect



1.  Introductions
4.  Closing the loop with 360º Analytics Shivraj Asthana




Measuring social media
  What do you want to measure?
  Metrics that track channel growth
  Metrics that tie channel output to business goals

  What are you measuring?
  Channel output or outcome
  Network growth, website visits, content consumption


360º Closed Loop Analytics
  Channel KPI
  Metrics based on channel characteristics
  (Faecbook – Friends, YouTube- video views, Twitter- Followers, retweets, All- content
consumption, sharing, referrals)
  Focused on channel growth

  Business Goals & KPI
  Business goals are delivered from the combined impact of social channels
  Different drivers focus on different goals
  Marketing – prospects, education, brand, market intelligence
  Support – customer sat, efficiency in issue resolution, handholding
  Sales- referrals, loyalty, up-sell and cross sell, inside sales
  Product - feedback, roadmap
  PR- News, Developments, Crisis management, sentiments
  HR – recruitment, employee sat, ambassadors, motivation
  More…?


Measuring Business Goals & KPI
  Though social media channels work independently, the business
outcome emerges from their combined impact

Brand Thought Sales Support Prospect Enhancing
Presence Leadership Nurturing Reputation

•  Trends in •  Differentiators •  Sales volume •  Handling •  Early •  Increasing trend
mention •  On Topic •  Recurring sales instances engagement in positive
•  Mentions expert content •  Sales cycles •  Cycle time •  Handholding till mentions
outside •  Content •  Sales cost reduction maturity •  Reducing trend
network consumption/ •  Increasing •  Qualification in negative
•  Context & spread customer sat •  New business mentions
recall •  Community relationship
support


Social Media: Channel Measurements
  Metrics/KPI at 3 levels measure channel performance

•  Acquiring friends
1ST
LEVEL •  Content consumption
•  Building strategic presence •  Sales (ecommerce)
Strategic Presence
•  Measuring channel presence •  Time spent

•  Engagement
•  Expert Engagement -engaging friends 2ND LEVEL •  User Reponses/Feedback
•  Measuring interactions Social Engagement •  User generated content
•  Loyalty/Behavior analysis

•  Friends referral outside
•  Social leverage - expanding network network
•  Spread effect friend-of-friend 3RD LEVEL •  Response from outside
Social Leverage network
•  Community endorsement
•  Expert engagement


Businesses are using multiple channels


Social Media Reporting Dashboard: Tie it together


Measuring KPI of Social Media?

Easier Difficult

Lead Quality
Prospect lead
volume Prospect
engagement
Product feedback
Business outcom
e

Website traffic
Brand awareness


Social media network
  How many “friends” you can make?
  Less than 100
  Over 250
  Who knows?

  How much time need to spent on social grooming?
  Less than 10%
  Between 20%-40%
  ?

  Dunbar number, Bernard-Killworth research?
  Neocortex ratio , Field study…
  Roman Army, Nomadic tribes, Facebook, Twitter?



1.  Introductions
5.  Group Discussion Jonathan Curtis





1.  Introductions
6.  Wrap-up & Announcements Jonathan Curtis




Regalix Social Media Marketing
Transforming social media into a real marketing channel
Why partner with Regalix
“The ComplianceOnline case study offers insight into how technology
Best Practices & Framework marketers can make a vision for a viable online community — that
Regalix has developed social media framework and best embraces customers, partners, and prospects alike — become real.”
practices leveraging experience from Fortune 1,000 as well as – Laura Ramos, B2B Analyst, Forrester Research
venture backed customers across multiple industry verticals
including Hi-tech., Retail, Manufacturing, Education, Clean
Tech. and Financial Services.
Tools and Partnerships “Regalix has social media
marketing experience that has
Regalix has partnered with social media tool providers including been leveraged on behalf of blue-
Involver, Buddy Media, Radian6 and many more. Regalix has “Citibank views Regalix as a
chip Fortune 100 firms. For this trusted strategic partner. They
significant relationships with traffic hubs such as Google, reason, I think that you’ll get far
Yahoo, Facebook and may more social media websites. have consistently delivered
more bang for your buck out of innovative solutions of
Managed Full-service Execution leveraging them as your turn-key exceptional quality over the last
marketing team than you would couple of years of our
Regalix provides strategy, program management, creative,
out of a single FTE. engagement.
technology, and operations services. This reduces the need for
engaging and managing multiple service providers.
Their reporting dashboards are Regalix has proven experience in
Superior Client-service also first-rate. Super stream lined supporting an enterprise of our
– super time efficient.” size and diversity, while
Regalix’s client services team consists of industry experts and
practitioners that have created significant and successful respecting the stringent quality
- Alyssa Rapp, CEO Bottlenotes standards that we have set.”
marketing programs.


Social Media Solution Providers
Creative Agencies PR Firms Tool Vendors Regalix
Strategy & Operating Plan
X X X
(Goal setting, KPI identification, Benchmarks, Process & Plan)
Messaging & Conversations
X X
(Topics, Blogs, Q&A, Email, Alerts, Postings, Comments, Response)
Creative Ideas & Asset Development
X X
(Viral Videos, Contests, Games, Events, Apps.)
Social Media Presence Set-up
X X
(Set-up Facebook Page FBML, YouTube Channel, LinkedIn Page, Groups, etc.)
Social Applications & Toolkit
X X
(Cart, Polls, Images, Video, Discussions, Self-administration)
Custom Application Development
X
(Referral Apps., Loyalty/Rewards, Content/App./CRM Data Integration)
Media Monitoring
X X X
(Brand, Competitor, Customers, Partners, Domain Intelligence, Campaigns)
Analytics & Intelligence
X X
(Brand Loyalty Index, Engagement Index, Sales, Benchmarks)
Top 5 Social Media Properties
X X X X
(Facebook, LinkedIn, Twitter, YouTube, Flickr)
Topical Social Media Properties
X
(1K+ Properties; Vertical Industry, Category, Ethnic, International)
Multi-lingual Support
X
(English UK/US, Spanish, German, Italian, Japanese, Chinese, more…)
Managed Operations
X
(Member Recruitment/Engagement, Community Management)
Global Operations
X
(USA, UK, India, Singapore, Gulf) © 2004 - 2010 Regalix Inc. Confidential, All Rights Reserved 59

Thanks for attending today’s If you are interested in digging
event. How do your social media deeper, want to apply these
strategies fit with the approaches concepts to your company, or are
outlined today? curious where to start, Regalix
can help!
6:02 PM March 25th from jcurtis

Regalix is offering a We will create a social media plan
complementary 3 hour social with detailed recommendations
media appraisal. designed to get you closer to your
marketing goals.


Social media workshop by Regalix in May 2010

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Social media workshop by Regalix in May 2010