Program Agenda:

• Basics of Social Strategy• Social Strategy Process• Society of Naval Architects and Marine Engineers Case Study• Questions

7 Secrets to a Successful Social Networking Launch

Presenters:Chris Bonney, VP, Client Experience, Vanguard Technology

I May Not Be ThereSecret #1: Success looks different for everyone

The 1:9:90 Rule

Do You Know Who Your Members Really Are?

http://www.forrester.com/Groundswell/profile_tool.html

CreatorsCriticsCollectorsJoinersSpectatorsInactives

Image from http://blog.ning.com/2007/10/multiple_personalities.html

• Ratios: - # of comments to a posting; # of responses to a single threaded message; # of member created groups to organization created groups (communities)

• Time lapse metric – relative timing of last posting (interaction - whatever it might have been - blog, message, comment, article) - how many hours/days since last

• Number of common contacts per member (i.e on average, 3 common contacts are shared amongst members)

• Number of bookmarked / ranked / rated resources over period of time

• Number of page views / downloads

What Metrics Matter?

Ready/Fire/Aim

Secret #2: A plan isn’t that important. (Okay, it’s a little important.)

Plan For Things To Happen• Need for more staff time• Need for content sources• Come up with programs and incentives• Create and manage outposts• Changing things up• Member feedback

It’s the only constantSecret #3: It’s all change management

Elements of Successful Change Management• Early buy-in• Find evangelists/sponsors/champions• Over-communicate• Listen• Make success easy• Sell your wins

This ain’t no partySecret #4: Promotion is not under your control

This is not the goal.

This is.

Selling A House

It’s brick. It has 10 rooms. It has a basement. Why don’t you move in today?

Classic Georgian with huge family room and updated kitchen, including granite countertops and stainless steel appliances. Fully finished basement , perfect for a game room or home theater. Blocks from downtown, best school district in the county. Must see.

Selling A Community

Our new community is up and running. Come network with other members, share best practices and discuss hot topics.

Will the new tax laws affect your business? You might be surprised to find out what bad news some members have received recently. Chime in or learn more.

Share your best business advice for newbies in our industry. Highest ranked submission gets $100 off annual event registration. Help a newbie today.

11 people have commented on our most recent blog post about TARP. Incredible insights from people just like you. Read more.

Give it a fighting chanceSecret #5: Always do a soft launch

Soft Launch Means• Don’t have a major promotion around it• Call it “Beta”• Fill it up with content• Get 1% involved first and early• Facilitate word of mouth• Don’t be perfect, just be good

Or they’ll find a waySecret #6: Have rules, not constraints

Creating An Engagement Environment

Social Network

YouEngagementPlatformTrustRelevanceUnique Experience

Your MembersAdvance CareerEducationCredentialsNetworkingEvent ParticipationDiscountsInformation

It is an optionSecret #7: Be prepared to fail, but not to quit

“Success is the ability to go from one failure to another with no loss of enthusiasm”.

- Winston Churchill

Speaker Contact Information

Chris BonneyVP, Client ExperienceVanguard Technologycbonney@vtcus.com312-263-1322 x 505www.vtcus.com

Resources: www.vtcus.com/HLwebinar.aspx