Impact interactions social media qualifications summary 2011
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Transcript of Impact interactions social media qualifications summary 2011
Our Qualifications & Approach to Delivering
Value Through Social Media and
Communities
May 9, 2011
Mike Rowland
President
1©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 2
References
Sample Project Methodology
About Impact Interactions
Our Projects Bring Business Value
to Clients, Not Just Traffic
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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From the recent Value Framework project with Impact Interactions:
“Active members using our community to interact and engage with us controlled hundreds of millions of dollars in sales revenue over a
6 month period.
Active partners of NetApp engaging in the community delivered over half a billion dollars in partner owned sales revenue over the same
time period.”
- Navneet Grewal, Director Digital Marketing
Our Experience
Our Clients include:
4
Global Experience: Where We’ve Launched Projects
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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Our Management Team
Mike Rowland, President & Founder (11+ years experience)
– Relevant Experience: Clients SAP, Cisco, NetApp, Intel, HP; Social
Media process management, training; Developed Methodology & Best
Practices; ROI & Value Measurement
Adam Crawford, Social Media Consultant (12+ years experience)
– Relevant Experience: Clients Cisco, NEFE; Technology Selection;
Reporting on Social Media; Facebook Marketing
Lauren Bittner, Social Media Consultant (12+ years experience)
– Relevant Experience: Clients Cisco, IBM, and McGraw-Hill; Reporting
on Social Media; Twitter Management
Robert Hu, Manager of Client Services (2 years experience)
– Relevant Experience: Clients SAP, NetApp; Dashboards
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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Our Consulting Services
Social Media & Online Community Consulting Services – Maximize online results through proven strategies using interactive features like
communities, Twitter, Facebook, LinkedIn, YouTube, and events to meet specific business objectives
– Bring the best practices and real world user experience into the planning process in order to accelerate results while avoiding the common mistakes most organizations make using social media and communities
Project Management Consulting Services– Support from developing Business Requirements documentation to management
processes and activities
– Technology selection to find the platform(s) that will best fit your plans and provide measureable results
Measurement Strategy Services– Clear concise reporting on how Social Media is performing against your
organization’s key performance indicators (KPI) to deliver results and insight
– ROI framework and analysis to provide executives with the value of your project
6©2011 JTS Online Holdings Inc. dba Impact Interactions.
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Recent Consulting
Engagements
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Our Outsourced
Management Services
Social Media & Community Management Services– Day to day management of social media sites and communities to increase
interactions, drive traffic, and increase results for social media programs, online communities, and events
• Professionally trained staff to ensure social media and community is working towards organizational goals, not just random chatter
Social Media Listening Services – Expand the network of information sources beyond your project to gain additional
insight and opportunities for your brand and project
– Understand when to engage with critics and when to wait on the sidelines while identifying the enthusiasts for your brand
– Drive quality interactions to your project through effective use of third party sites while being seen as a thought leader
Social Media & Online Community Interactive Dashboards– Data visualization and tracking of Key Performance Indicators
8©2011 JTS Online Holdings Inc. dba Impact Interactions.
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Recent Management
Engagements
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Customized SAP Crystal©
Interactive Dashboard
Reporting
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Why Present a Static PowerPoint Deck When You Can Provide a Self Service Dashboard &
Analysis?
Dashboards Customized to Report on Multiple Data Sets & Sources
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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References
Sample Project Methodology
About Impact Interactions
Social Media & Communities
Require a Process Mindset,
Not a Campaign
Integrated Social Media
Offerings
Engage & Empower
Advocate & Influence
Listening, Measurement, & Evaluation
12
Social Media Strategy
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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Results Created through
Efficiency, Process
Planning, & Execution
Audience Analysis
SegmentRole in
Segment
Current Engagement
level
Content Audience Needs
StructureCalendar -
Timing
TeamRecruitment
Roles, Time Commitment
Content Contributors
Area Experts
Process Optimization
Audience Expectation
Internal External
Digital Media Beacon Strategy
Copywriting & Placement
Link Strategy
MeasurementTraffic,
Behavior, Value
ReportingStakeholder Questions
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It Begins with Audience
Analysis
For Each Audience, you must
answer:
What does it mean?
Why should we believe it?
What does that mean for us?
Audience Analysis is much more
than segmentation. There are
multiple roles within each
segment that have specific
needs.
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Decision MakersEvaluating Offerings
ResearchersLooking for information
AmplifiersSpread your message
InfluencersAdvocate for you
Social Media Support Based
Upon Phase Definitions
Phase I – Awareness (What does it mean?)
Phase II – Engagement (Why should we believe it?)
Phase III – Nurture(What does it mean for us?)
Content: Content: Content:
•Ad Campaign•Print
•Online (PPC, Banners)
•Sponsored Content
•Press Release(s)
•PR Campaign•Interviews
•Sponsored Content
•Television
•Internal Education Campaign
•Company Website
•Affiliated Network Sites
•Whitepapers, Research Briefs
focused on key opportunities
hosted on Website & Affiliated
Network Sites•Meet needs of researchers,
group decision-makers
•Focused on real world
stories, clients, issues, results
•Offline Presentations•Executive Keynotes
• Industry Views
Tools: Tools: Tools:
•Paid Media
•Outreach
•PR Tactics
•External Social Media
• Controlled/‖owned‖ Blogs
•Paid Media
•Earned Media
•Outreach
•External, Compliance-based Social
Media
•Controlled/‖owned‖ Blogs
•Online Communities
•Earned Media
•Sponsored Content
•Outreach
•External, Compliance-based Social
Media
•Controlled/‖owned‖ Blogs
•Online Communities
©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 15
Most Companies
Misunderstand This Point
Phase I – Awareness (What does it mean?)
Phase II – Engagement (Why should we believe it?)
Phase III – Nurture(What does it mean for us?)
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Phases
are NOT
distinct!
Portions of your
targeted audience
will be at different
stages despite
your best efforts.
Phase I - Awareness
Answers: What does it mean?– Focus is on tactical ―build‖ in order to
define idea
– Integrated print, press, digital marketing, online activities, mobile tactics (QR codes) to get the word out
Social Media supports instead of leading
– External, compliance-based social media offerings send traffic to landing pages (Beacon Strategy)
• Home page
• Key Opportunities are highlighted
– Controlled blogs & LinkedIn Groups focus on concisely telling the message
• CEO mini-keynote on homepage defining concept in business terms
Awareness phase is about building audiences
– Big Picture messaging with specific content and social media messaging/support
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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CLIENT
Phase II - Engagement
Answers: Why should we believe it?– Focus is on education to build trust in
brand concept & message
– Compliments offline activities to provide greater detail
Social Media focuses upon using the network effect to distribute message while building results with targeted audiences (and being compliant)
– Content excerpts placed on social network sites (audience dependent) with links back to executive blogs, videos (Beacon Strategy)
– Third party sites like Twitter build audience through tactical #keywords
– External engagement takes place on key blogs and sites but is still managed
Engagement Phase is about building an initial relationship through interactions, not just pushing information
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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CLIENT
Phase III - Nurturing
Answers: What does it mean for us?– Focus is on delivering relevant content,
ideas, and information to interested parties
– Laser focus on the biggest opportunities (defined during the planning process)
Social Media focuses upon delivering targeted information that meets the needs of the most valuable roles within the audience
– Shark Weeks on blogs, video channel updates, and community
– Additional offerings with registrations (webinars, keynotes, etc.)
Engagement activities continue to build targeted audience
– External engagement takes place on key blogs and sites like slideshare
Nurturing Phase is about building stronger relationships by interacting with members on topics of interest to them
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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CLIENT
Campaign Support Process
– How We Make This Work!
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Pre-Campaign Planning
Pre-Campaign
Content Creation
Pre-Campaign
Launch Activities
Campaign Launch
Activities
Measurement &
Refinement
Post Launch
Activities
Project Time
Goals & Objectives
(incl. Target
Audience)
Ad copy, media,
placement
―Prime the Pump‖ –
Social Networks
Launch Ad Campaign Social Media
Monitoring of Network
Effect
Engagement with
Audience followed by
nurturing activities
Process
Management Build
Corporate content -
Format based upon
tools Selected (Video,
Blog, Twitter,
Facebook, Social
Network, etc.)
Third Party Site
Interactions (Industry
Blogs, Twitter, FB
Walls, etc.) to
enahance earned
media opportunities
Begin Ad Campaign
Support based upon
Pre-Campaign
Launch Activities
Traffic Metrics What was learned in initial
launch phase –
adjustments made, KPIs
Team Alignment-
Internal
Stakeholders &
Global Members
Recycled content of
interest to audience
Team Alignment &
Preparation Check
(Final)
Support Employees
as needed to use
network effect
Behavior Metrics Training of new resources
for continued engagement
and nurturing
Social Tool
Selection, Tactics, &
Timing
Supporting content
(FAQs, seed content,
press releases, etc.)
Marketing Automation
Work (TweetDeck,
newsletters, email,
etc.)
Follow up on Third
Party Site
Interactions to
engage post-launch
Adjust Tactics based
upon Objective
Measurement
Documentation of Results
and Best Practices
Learned
Measurement - KPIs Translation Work Global Employee
Announcement &
Request for Support
Begin Measuring
Network Effect
KPI Achievement Measure
Project Plan Draft &
RACI chart
Agreement
(Go–No Go)
Our Proven Methodology for
Measurement Helps Focus
on What’s Important
Traffic – How many?
– Visitors, Visits, Page views, Referrers, Posts,
Followers, Fans, etc.
Behavior – What did they do? Who are they?
– Page views/Visit, Retweets, Likes,
Comments/Blog, Posts/Visitor, New
Registrations/First Time Visitors, Repeat
Visitors, Subscriptions, % Customers, etc.
Value – What did we gain by using the social
media?
– Revenue, Recognition, Leads, Lower Support
Costs, Brand Awareness, Purchase Influence,
Insight
Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)
This is what Sr.
Management
cares about
This is what Day to
Day Management
should focus upon
This is your base
line information
(counts)
©2011 JTS Online Holdings Inc. dba Impact Interactions.
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©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved. 22
References
Sample Project Methodology
About Impact Interactions
What Our Clients Say:
―Mike worked with us almost 9 years ago to help us build the Cisco Networking Professionals Connection discussion forums and our best-in-class status is in part due to his efforts. Today his company, Impact Interactions provides the moderation services we need for NetPro as well as consultation for other social media and community projects across Cisco. I value their expertise and experience in the interactive field. They bring a level of insight, practicality and good sense that is particularly valuable at a time when everyone is trying to jump into the social media and community fray and many feign expertise they don’t really have.‖—Elaine Murphy, Cisco
―I’ve had the pleasure of working with Impact Interactions for more than seven years. They are energetic, strategic thinkers who are able to define issues and build and help implement strategies to solve them. Their knowledge and practice with social media, online communities, metrics, and online marketing gives them the experience needed to help organizations to make an impact in their people ecosystem interactions and achieve significant results. Our work covered multiple aspects of online marketing and eco-system build for SAP. Impact Interactions was able to create and deliver all solutions on time, with great results, and within budget. Mike Rowland’s focus on refining and meeting our goals is why we consider Impact Interactions a trusted partner.‖ —Raimund Mollenhauer, SAP AG
―We engaged Impact Interactions to streamline and help us understand how to use social media to meet our members’ information needs more effectively. The Impact Interactions team knows the space and how to reach your audience using social media while delivering tangible business results to your organization.‖—Mark Carpenter, The American Chemical Society
―We have partnered with Impact Interactions on a number of occasions to present social media concepts to Fortune 500 retailers. They thoroughly understand the landscape and how interactive initiatives need to be woven into overall marketing plans. Most importantly, Impact Interactions stresses understanding the overall marketing objectives so that the solution and analysis are in line with the online efforts.‖ —Brian Hartman, SHC Direct
23©2011 JTS Online Holdings Inc. dba Impact Interactions.
All Rights Reserved.