FEI Community Strategy with Comments

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1© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

Creating a Business Driven Social Media Strategy

Dawn LacalladeSenior Consultant, ComBlu

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Let’s start with the basics. What is community?

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What is Community?

What tools are we including here?

• Closed communities• Groups• Loyalty programs• Polls• Wikis• Profiles and searching

profiles• Event calendars

An online vehicle for ongoing and mutually valuable engagement between a brand and its stakeholders.

• Ideas• Forums• Blogs (with comments)• Content exchanges• Webinars and videos

(with interaction)• Ratings and reviews• Third party sites• Monitoring and listening

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Narrow Thinking

Photo Credit: http://www.flickr.com/photos/ru_anderson/3426

120190/sizes/o/in/photostream/

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So many options!

Website• Grow traffic• SEO• Content creation- marketing• Product recommendations

Brand• Crisis Management• Case studies• Direct communication with customers• Find brand advocates• Personalize the company• Corporate or Exec branding

Support• Content creation- support• Content creation- learning• Questions and answers

R&D• Idea generation• Prioritization• Beta testing/ Focus Groups• Strategic partnering• Content Creation- software

Sales• Product recommendations• Use cases• Impulse buy• Question & Answer- pre-sales• Word of mouth marketing

Internal Community• Communication• Knowledge sharing• R&D• New employee education

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Modify This Footer: View -> Header & Footer

- Slide 6 -

Ok, sign me up!

How do I know where to start?

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7© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)Photo Credit: http://www.flickr.com/photos/andy_bernay-roman/69896791/sizes/o/in/photostream/

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The Model

Business Needs

Business Commitment

Prioritization

Community Tool

Selection

Map Metrics to Business

Needs

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So many options!

Website• Grow traffic• SEO• Content creation- marketing• Product recommendations

Brand• Crisis Management• Case studies• Direct communication with customers• Find brand advocates• Personalize the company• Corporate or Exec branding

Support• Content creation- support• Content creation- learning• Questions and answers

R&D• Idea generation• Prioritization• Beta testing/ Focus Groups• Strategic partnering• Content Creation- software

Sales• Product recommendations• Use cases• Impulse buy• Question & Answer- pre-sales• Word of mouth marketing

Internal Community• Communication• Knowledge sharing• R&D• New employee education

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The SCOOTER Store

- Slide 10 -

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Social Crisis Management

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Types of Research and Insights

Innovation (problem solving and future state)

Customer Insights (market research)- adoption, loyalty,

branding, & competitive knowledge

Product research (in product integration)

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Generate & Refine

Ideas

Design

Develop

Test

Release

Market

Input to Refine

Industrial Research &

Trends

Generate Ideas

Prioritize

Campaign Feedback

WOM Mktg

Beta Testing- less

bugs

Co-development

Input: Better Requirements

Process Feedback

Strategic Direction

Product Management

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But there are limits.

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What can you do?

How much are you willing to spend?How many people do you have to work these

properties?How much business risk/transparency are you

comfortable with?How comfortable are your customers in the online

space?How high is the existing participation in your online

community?

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The Model

Business Needs

Business Commitment

Prioritization

Community Tool

Selection

Map Metrics to Business

Needs

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Careful tool selection.

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- Slide 19 -

Tool Pros Cons

Ideas Platform (ie Ideastorm)

1. Crosses all levels of cust. 2. Very visible3. Could do a light version

1. Too many ideas2. Hard to have a dialogue3. Requires higher level of participation

Forums1. Good for dialogue2. Multiple uses beyond ideas3. Good for an existing community

1. Higher level of participation2. Easy to get duplicates

Ratings & Reviews 1. Get input from more levels of ppl 1. Not a good dialogue tool

Closed Communities/ Groups

1. Low risk2. Good dialogue

1. Very limited audience

Polls 1. Broad audience2. Great for prioritization

1. Only validates your ideas2. Hard to have a dialogue

Ideation Sessions 1. Focuses on your subject2. Great dialogue

1. Limited audience2. No good tool to facilitate

Content Exchanges 1. Contributes to your product2. Harder to implement

1. Software only2. IP concerns

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Metrics ROI

Metrics MUST be in the business terms the company is used to hearing!• Examples: Contacts reduced and download assists

Clearly outline the costs and risks• Costs for setup: platform, design work, data migration, seed content, high

initial participation from the company, data setup, PR costs, etc.• Ongoing costs: direct headcount, time spent by others within company, dev

for improvements & updates, costs to take action (act on ideas), contests, events, etc.

• Risks: low participation, negative responses, ideas that are not plausible, continuing costs, etc.

Considerations • ROI is a fluid concept- don’t get too locked in your measures. As new needs

and tools are added, be sure to track them as well.• Community measures can fluctuate dramatically especially in a new

community. Set goals over a month or longer period of time.

- Slide 20 -

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Reuse the Model

When a new business need arises- reuse the model to evaluate the best tool.

Once you have found success (and proven it with measures) with one tool, add more (slowly).

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Be sure to focus on the Consumer.

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Balancing the Needs

Customer/Community

Needs

BusinessNeeds

Realistic Expectations

Photo Credit: http://www.flickr.com/photos/tyger_lyllie/984888

05/sizes/z/in/photostream//

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Value to the Community Members

Save Time and Money• Answer questions• How to instructions• Content exchange

Being Heard• Product feedback- ideas, implemented ideas, % of

features • Direct access to product teams

Education• From company or peers

Recognition• From the company, peers or the public.

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25© Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) - Slide 25 -

Caution:

• Wrong tool• Lack of clear goals• Finding wrong people• Little company

interaction• No action taken• Wrong tone• Poor design

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Who is ComBlu?

Kevin Lynch, ComBlu

[email protected]

312.423.4916

Dawn Lacallade, ComBlu

[email protected]

312.649.1687

Our website: www.comblu.com

Our Blog:www.comblu.com/blogs/Lumenatti

Twitter: @ComBlu

We’d love to talk! You can also check out:

Business Analysis Strategy Execution ROI

Measures

FEI Community Strategy with Comments

Documents

Transcript of FEI Community Strategy with Comments