Developing Business Oriented Communities Using Social Media
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Everyone is talking about Social Media, but how it applies to the B2B environment? This document shows some basic steps to develop digital business oriented communities.
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Developing Business Oriented Communities Using Social Media
- 1. Developing Business OrientedCommunitiesUsing Social MediaMarch2011Daniel Tártaro // daniel.tartaro@gmail.com // @dtartaro
- 2. agendaThe Golden RuleAbout Online Community
- 3. Basic steps for online communitiesdevelopment
- 4. Listenup
- 8. Measure it
- 9. Managing a digital community
- 10. Howabouttherisks?The Golden Ruleabout online community
- 12. What do theyhave in common?XRelevantcontentisthekeyingredient
- 13. Basic Steps for Online CommunityDevelopment
- 15. Adobe – Social ListeningAdobe on Social Targeting463 highlyrelevant bloggers
- 16. Monitor between 200 and 600 conversationsdailyDefine therightplatforms(where are myprospects?)ConsPlatformsPros+ 600MM usersworldwide
- 21. Takes time togenerate a community
- 22. Easyto setup a community
- 23. Memberscontrol
- 24. Pre-set tools, notsoeasyto customize
- 25. Hugereach
- 28. High bandwidth demandCustom PlatformTailormade
- 29. Expensive
- 30. RequiresconstantmaintenanceIBM onTwitterIBM OnTwitterVastamountof Corporate TwitterAccount
- 32. DescentralizedcontentgenerationGE MarkNet – CustomInternal PlatformGE MarknetLaunched in March 2010
- 33. + 4K members
- 35. Experts in similar disciplines canconnectandcollaborate no mattertheirindustryorlocation
- 36. Hubs examples: Digital Mkt, Mkt Communications, Customer Experience, Pricing...Portal Ipiranga – Custom PlatformRede IpirangaConnects 5K+ gasstationowners in Brazil
- 38. Offersdetailed data analysisabouteachstationGenerate a greatcontent(what are theywillingtolisten?)Youwillberelevantonlyifyouofferanoutstandingcontent. Thereis no interruptionmodelhere
- 39. Amex ConneXion – Custom PlatformBusiness TravelConneXionIndustry-wide social network
- 41. Contentgeneratedbyindustry experts andcompanyclientsRewardyouraudience(whyshouldtheyengagewithyou?)People must feelrewardedwhentheyinteract. It’snotaboutmoney, buttomake a differenceontheir business perspective
- 42. Visa – Facebook / CustomplatformVisa Business NetworkObjective: Reachsmall business owners
- 45. +70K usersMeasureyourresults(WhichKPI’sshould I use?)Digital indicatorsBusiness indicatorsInteraction per postInfluenceTotal leads from socialTrafficgeneratedtowebpagesNet Sentiment# conversationsSocial ROIRquests for InformationMedia SharingVideoViewsLead qualityProspectsentiment# followers# fansProducts FeedbackSales from social channels
- 46. Managing a digital community(Fewquestionstoconsider)External ManagementInternal ManagementXTop DownBottomUpXPushContentPullcontentXThe community managers must be familiar withthe social media conversationstyle