Optimizing Client Social Media Programs

Colin BrowningDirector, Converged Media Services

IDG

Key Social Trends for 2013

1 Social on Mobile Leads Growth

2

Converged Media is Optimized Media

3 Content Marketing & Visual Storytelling

4

Globalization of Social

“Mobile is in our DNA… For us, it’s all about mobile and it always has been."

-Biz Stone, Co-Founder, Twitter

The Mobile First, Social First Transformation

• Smartphone users spend almost 33 minutes a day on Facebook.• Sixty-one percent said they check the network daily.• Mashable noted Facebook is the third most popular app; email and browser ranked

1 and 2.

• Twitter primary mobile users are 96 percent more likely to follow 11 or more brands, while the average Twitter user only follows five or more brands.

• They’re more engaged: 63 percent more likely to click on links, 78 percent more likely to retweet and 85 percent more likely to favorite a tweet.

Twitter and Facebook AREmobile platforms !

Mobile Content Creation• Mobile Content creation is taking off• We typically find out about major

news events through social media• Roughly 90% of the Boston

Marathon bombing coverage was via social/mobile sources

“Through social networking, we can transform the global economy into a global community."

- Robert Silverstein

The World is Social!

Global Overview: Top Social Networks

US

UK

Germany

China

Japan

Brazil

Russia

Spain

India

S. Korea

Xing StayFriends

RenRenPengyouTencentWeiboWeiboQQ

Mixi

VostuOrkut

OdnoklassnikiVKontakta

Tuenti

Orkut

CyWorldNaver

“It’s all storytelling, you know. That’s what journalism is all about."

-Tom Brokaw

Content is Critical• 78% of chief marketing officers think

custom media represents the future of marketing.

• 70% of consumers prefer getting to know a company via articles rather than ads.

• 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.

• 60% of executives will watch a video online as opposed to reading, when given the choice

“In the future, all media will be converged… We might not be able to separate the difference and consumers might not be able to separate the difference."

-Jeremiah Owyang, Altimeter Group

What is Converged Media?

OWNED: Audiences come forgreat IDG content.

18 comments

10 comments

7 comments

EARNED: Audiences stay for great conversations.

PAID: The great content & conversation reachesa broader target market

IDG Converged Media Amplifies our Efforts

Engagement Theory

How do we use these trends?

Align with Client Objectives and based on Converged MediaAmplify Programs

Integrated Programs

AWARENESS/BRANDING ENGAGEMENT THOUGHT-LEADERSHIP/

CREDIBILITYDEMAND/

LEAD GENERATION CUSTOMER

INTELLIGENCE

PROGRAM NAME ALIGNS TO YOUR OBJECTIVE /INITIATIVE

1. Enhanced Community Threading   g g

2. Ignite  g g

3. Knowledge Vault Exchange g g

4. Power Blog  g g

5. Community Works  g g g g

The Community Magic Bullet?Paid, Earned, Owned Media?

PAIDEARNED

OWNED

WHAT IS MISSING?

The OTHER VARIABLESWhat makes Paid, Owned and Earned work?

PAIDEARNED

OWNED

The Content Spectrum For EngagementInterest vs. Engagement

CORE BUSINESS CRITICAL

EVERGREEN

TIMELY

Engagement Interest

Engagement Interest

EngagementInterest

Engagement Interest

Examples

EngagementInterest

Engagement Interest

The Passion of Community Management• Community managers should be:

• Excited to talk to every new member • Reaching out EVERY possible way

• Phone• Email• Over coffee!

• Thanking members for every contribution • Suggesting members comment on specific posts

Community programs are maturing

95% of organizations staff a community

program team

75% of community staffing is in-house

80% of organizations have policies governing

online activities

50% of organizations have a community

playbook

Source: The Community Roundtable 2013 State of Community Management Survey

Standards for community programming are emerging

Source: The Community Roundtable 2013 State of Community Management Survey

Content promotionWelcome email(s)

Offline eventsWeekly or monthly newsletter

Regular online events (webinars, chats, calls)Member profile promotion

Member advisory boardRegular surveysBadges or status

Welcome call or webinar

0 10 20 30 40 50 60 70 80 90

Member-facing programming in online communities

Organizations that can quan-tify the value of community management

Organizations reporting ROI of community

Survey average

Percentage of survey participants using the specified programming

As are standards for community engagement

Community playbooks include:• Online engagement policies• Membership and engagement

levels• Guidelines for posting and

organizing content• Monitoring and response schedule• Standards for reporting metrics

0

30

60 50 5567

Percentage of organizations using com-munity playbooks

Pe

rc

en

ta

ge

Source: The Community Roundtable 2013 State of Community Management Survey

The Membership JourneyStranger Lurker Participant Sharer Member Advocate

Effort

AdvocateLurker

Stranger Participant

Sense of Ownership

Points of EngagementMaximizing the possibilities

SENSE OF OWNERSHIP

VISITCLICK

EMAIL

FOLLOW

RETWEET

BOOKMARK

PIN

SHARE

SUBSCRIBE

COMMENT

POST

MESSAGE

JOIN

LIKE

ANSWERPOLL

LURKER PARTICIPANT SHARER

SOLICITE

MEMBER ADVOCATE

EFFORT

ExampleClicks & Views

Thumbs Up

Thumbs Up

Polls

Comments

Follows

Time

Inception• Slow, direct growth• Limited engagement•No sense of community•50 – 100% of activity

generated by community manager

Establishment•Growth ramps, some

referrals•Engagement grows• Limited sense of

community•50 – 70% of activity

generated by community manager

Maturity•Growth accelerates• High levels of

engagement• Strong sense of

community• 10 – 40% of activity

from community manager

Mitosis• Topics change,

community splinters• Community starts back

at inception• Some/many members

continue to provide a base

Colin BrowningColin_Browning@IDG.com@CRBrowningwww.LinkedIn/in/colinbrowning