This document provides an overview of a discussion on building competency in social organizations and communities. It includes frameworks to help plan social media strategies and budgets for 2012, trends influencing content creation and recruitment, examples of successful social organizations, and takeaways and resources. The speaker advocates aligning social media activities with clear business purposes and shifting marketing spend to owned, paid, and earned social media channels. Community metrics should measure collaboration and relationships rather than traditional media performance.
Social Business for Associations: Building B2B Business with Relationship-Foc...
Social_Org_Webinar_110311_Final
1. 11/4/2011
1
Your Social Organization:
Do you have a meaningful plan for 2012?
Discuss on Twitter with
#EktronGCP
Erick Mott
VP, Global Community Practice
Ektron
20 years of innovation, marketing and communications results at Ektron,
Sitecore, Lyris, Return Path, Nokia, Mark Monitor, GlobalFluency, Cisco
Systems, Sun Microsystems, Philips Electronics, CBS television and two of
his own startups.
One Market Spear Tower
San Francisco, California
ektron.com/erickmottblog
@ektron
@creatorbase
2. 11/4/2011
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Let’s cover…
Thoughts and research to help you build
competency in your community/social
organization and plan
• Frameworks to help you prepare for, fund and
achieve 2012 goals
Media trends that influence content creation,
recruitment and training efforts
Examples of social organizations
Takeaways and resources
Q&A
Thoughts & Research
3. 11/4/2011
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Context
Complete blog post at
ektron.com/erickmottblog
Social Media is really
People Media
Influential people
Brian Solis, Altimeter Group - @briansolis
Carol Rozwell, Gartner - @crozwell
Mark McDonald, Gartner - @markpmcdonald
Anthony Bradley, Gartner - @bradleyanthonyj
Steve Hershberger, Comblu - @sthersh
Sean Corcoran, Forrester - @seancor
Jeffrey Hayzlett, Hayzlett Group - @jeffreyhayzlett
Nate Elliott, Forrester - @nate_elliott
Christine Crandell, B2B Strategist - @chriscrandell
Stephen Powers, Forrester - @sa_powers
Gary Vaynerchuk, Entrepreneur - @garyvee
Charlene Li, Altimeter Group - @charleneli
John Battelle, Federated Media - @johnbattelle
Jim Storer, The Community Roundtable - @jimstorer
David Meerman Scott, Author - @dmscott
Fred Wilson, Union Square Ventures - @fredwilson
Tim Brown, IDEO - @tceb62
Brian Halligan, HubSpot - @bhalligan
Debra Williamson, eMarketer - @debrawilliamson
Dan Pink, Author - @danielpink
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Source: Gartner Symposium/ITxpo 2011 – Orlando, FL
What is the right purpose?
Bloggers/Media
Prospects Analysts
Employees
Investors Developers
Competitors
Community thrives
on success;
source of trust and
revenue
Customers &
Partners
Focus?
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Forecast: US Interactive Marketing Spend, 2011 to 2016
August 2011 “US Interactive Marketing Forecast, 2011 To 2016”
Social media is no longer an add-on
for marketers
Budgets are increasing. Marketers are shifting
funds into social media and away from other types of
marketing.
Integration is key. Although some companies have
created separate social media departments, the more
common trend is to integrate it across company functions.
The need for ROI is critical. Without it, future
spending increases may be curtailed.
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Businesses are divided on who should
manage social media
Only 6% have a dedicated group
US social network ad spending
expected to rise 55% in 2011
11% of total
US online
spending
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Community Maturity Model TM
Strategy
Leadership
Culture
Community
Management
Content &
Programming
Policies &
Governance
Tools
Metrics &
Measurement
Stage 1
Hierarchy
Stage 2
Emergent
Community
Stage 3
Community
Stage 4
Networked
Familiarize &
Listen
Command &
Control
Reactive
None
Formal &
Structured
No Guidelines for
UGC
Consumer tools
used by
individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user
generated
content
Restrictive social
media policies
Consumer & self-
service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles &
processes
Community
created content
Flexible social
media policies
Mix of consumer &
enterprise tools
Activities &
Content
Integrate
Distributed
Activist
Integrated roles &
processes
Integrated formal
& user generated
Inclusive
‘Social’ functionality
is integrated
Behaviors &
Outcomes
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Takeaways
■ You have a social organization one way or
another
■ People and relationship thrive when there is
a clear purpose and meaningful plan
■ Target social [people] media on important
business purposes (i.e. product, marketing &
customer/partner success)
■ Ask your cross-functional teams if your
website is enabling your interactive brand
ecosystem?
Takeaways cont.
■ Shift more traditional marketing spend to
social and new media (community)
■ Implement a cross-functional
community/social team with CEO/CMO
sponsorship and senior executive leadership
■ Staff up community/social media roles with a
distributed workforce that can collaborate
and perform in real-time
■ Plot your organization’s community/social
maturity to inform strategy and budget
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Takeaways cont.
■ Redefine community/social metrics to align
with business outcomes vs traditional media
performance (think collaboration and
relationships)
■ Use a content supply chain for your real-time
environment: planned campaigns and
ongoing conversations
■ Understand and align content with clearly
defined purposes and customer decision
journeys
Resources
■ Recording available soon: http://ektron.com
■ Gartner.com
■ Forrester.com
■ Community-Roundtable.com
■ eMarketer.com
■ Comblu.com
■ Calendow.org
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About Ektron
■ Founded in 1998
■ Headquarters in Nashua, NH
■ Worldwide offices in Australia, Canada and the UK
■ Regional offices in Denver, Richmond and San Francisco
■ 270+ Employees
■ Over 3,000 customers, hundreds of partners and 12,000 sites
including The Home Depot, Kodak, Microsoft, and NASDAQ
Ektron empowers organizations to fully realize their digital marketing
potential by connecting content to revenue