Andy Jennings January 2015
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Transcript of Andy Jennings January 2015
BUILDING SOCIALLY
INTEGRATED PRODUCTS
Andy Jennings
Social Media Breakfast Madison
WHO AM I?
WHAT IS PERBLUE?
Overview
• What is a socially integrated product?
• Purpose and benefits
• Parts of a socially integrated product
• Examples
What is a socially integrated
product?
Purpose and Benefits
• Make participation a part of the product
• Reduce barrier to participate
• Benefits:
– Customer Satisfaction
– Customer involvement
– Retention
– Brand advocates
– User created content
Parts of a Socially
Integrated Product
• Internal Communities
– Built within and tightly integrated into core
service
• External Communities
– Outside of and used to support your core
service
Internal Communities
• Goal:
– Get people to attach to a product by engaging
with the community
• Key success factors:
– part of the product experience
– Make it easy to engage
– Customer identifies community as part of the
product
Titan Empires - Internal
External Communities
Titan Empires - External
Tie External Communities
to your Product
• Goal:
– Motivate customers to explore communities
outside of your product
• Key Success Factors:
– Strong calls to action
– Prominent placement
– Working external communities into the
product experience
Titan Empires - Latest News
Titan Empires – Facebook Connect
Examples
Diamond Candles
More Examples
• San Chez Bistro– Tweet a reservation
• Kimpton Hotels and Restaurants– Bring social media into the real world
– Surprise guests with requests found on social media
• Cree lightbulbs - B2B– Contest to post workplaces with poor lighting
– Winner got money to improve lighting
Questions Without Answers
• How is your content supporting your product?
• How tightly are your communities tied to your
product?
• Are the barrier to engage as low as possible?
• Does participating in your communities add
value for your customers?
• Do you genuinely motivate your customers to
participate?
THANK YOU