Embed Size (px)
Citation preview
6 PILLARS OF SOCIAL SUCCESS
DEIRDRE WALSH, SR. MANAGER OF SOCIAL STRATEGY
2 © Jive confidential
Strong Community Support Infrastructure
Deirdre Walsh Sr. Social Strategist Jive Software @DeirdreWalsh
• Deirdre Walsh created an eBook
unlocking the secrets to social success
based on her experience in the trenches• With her six-step guide, community and
social media managers can increase the
adoption of social business technologies • She opened up the conversation to
identify best practices from thought
leaders in the Jive Community
6 PILLARS OF SOCIAL SUCCESS
• DEFINE• INTEGRATE• BUILD• MANAGE• ACTIVATE• ANALYZE
SET CLEAR GOALS THAT ALIGN WITH HIGHER-LEVEL BUSINESS OBJECTIVES
5 © Jive confidential
Think like a Product Manager
Chris Boudreaux Global Technology Lead for Social Media and Text Analytics Offerings Accenture@CBoudreaux
“All the best practices of product management apply. You’re creating an experience, and you need to begin with an understanding of the target audience, their needs, and then how you and your team can help your community get where they want to go.”
DON’T BE AN ISLAND: CONNECT SOCIAL TO INTERNAL STRUCTURE, PROCESS AND PLANS
7 © Jive confidential
Integrate a Strong Community Support Infrastructure
Michael Calderon Principal and Founder Greenfield Interactive @GreenfieldX
“The foundation of a strong community relies on good business program fundamentals. Onboarding, educating and communicating with your community while feeding back the lessons learned from your community metric/measurement activities are some of the things we have seen make a big difference in community vitality.”
CREATE VALUABLE SOCIAL CHANNELS
9 © Jive confidential
Understand Your Audience
Kristen Sussman PresidentSocial Distillery@KrisSuss
“How will you maintain a consistent brand voice? Moreover, how do you maintain a consistent brand voice when multiple people are representing one company?
Defining this up front will help your team to be consistent in their engagement and response.”
LISTEN, RESPOND AND START MEANINGFUL INTERACTIONS
11 © Jive confidential
Identify Passion Points
Virginia MiracleEVP, Professional ServicesSpredfast@VirginiaMiracle
“Never before have we had so many signals from our audience about how they want us to engage them. Listen to those signals and engage your audience in conversations about their passions—not just about your products.”
REWARD AND AMPLIFY KEY INFLUENCERS AND PRODUCT EVANGELISTS
13 © Jive confidential
Empower your Community Members
Laura McCullum Social UI/UX Specialist GE Healthcare @LauraMcCullum
“We created video tutorials, a Support Community and a Library for documentation. We then empowered the new members to start by themselves and if they needed additional help to reach out to us.
What we found was that some were very savvy and excelled on their own, while others were still a bit lost and afraid of the new way. We were able to take the time to work with those individuals and let the savvy do their own thing.”
TRACK AND REPORT BUSINESS VALUE
15 © Jive confidential
Track Non-Collaboration Metrics
John RidingsBusiness Analyst Freescale
“Are there non-collaboration metrics that should be tracked? For example, does an old customer tracking system still receive the same level of interactions even though the new social collaboration system interactions are trending up?
The implication: people may be doing double work by managing two systems. This would detract from business results even though the program metrics seem positive.”
16 © Jive confidential
Customized Analysis per Audience
Jeffrey Murnan Lead Business Analyst | Employee & Customer CollaborationGE Healthcare@JeffMurnan
“One of the key things we’ve started to consider is what level of detail is required for your different audiences? Our GM, for example, wants to see the overall picture and how it is moving the needle of our business goals.
The individual community managers might want to see the nitty-gritty about who are the key influencers and which content hits the mark.”
