Tag Archives: Social Media and Community 20 strategies 2010

Guest Post: Virtual meets IRL, again’Social Media 2.0 / #socialc20

Below is a special post from one of our 2010 attendees of Social Media & Community 2.0 Strategies. For more information on the event, please click here.

The presentations at this conference were, IMHO, fantastic. The presenters were all very frank and pretty open in terms of sharing experiences ‘ both successful and the kind one learns from. Everything was discussed from blogging to Facebook to Twitter to Foursquare, and beyond.

This conference was also unique in that we had a ‘mingling’, almost ‘speed-dating’ session with other conference attendees. The art of being social and responding in a stream-of-consciousness. It was during these conversations that I met the people I would end up speaking with most (even having dinner with!). Although, the use of the #socialc20 hashtag also linked me with some folks I would later meet IRL, as they know me as @kerbehr, and I knew them by their Twitter handles.

There was no shortage of interesting content and hearing from brands that we all know all too well: McDonald’s, Coca-Cola, Sega, Intuit/Turbo Tax, NHL, Chicago Bulls, Scholastic Books, Washington Capitals, Pepsico, Wells Fargo’the list goes on! We also got sneak peaks into @charleneli‘s new book ‘Open Leadership’ and @jbernoff‘s new book ‘Empowered’. I’m looking forward to reading both, Charlene’s comes out this month, and Josh’s sometime in September.

So, in the course of two days, I feel like I made some solid contacts, met some tremendous people, and hopefully, have some interesting things lined up for work. I also got to drink LOTS of bottled water (contaminated water situation in Boston) and was evacuated during a panel discussion Wednesday morning (I heard it was a broken pipe), so it wasn’t just the presentations that were interesting during this trip!

Some quotables (in no particular order):

‘ If people get what they expect from your prod. they don’t talk. Your prod needs to exceed expectations.’ – David Witt, Gen. Mills.

‘No one social app is big enough to drive major sales, but they help us to engage.’ ‘ Bonin Bough, Pepsico

”Social networks will be like air’ It’s everywhere. It’s a natural state of being. ‘ Charlene Li

‘We tend to overvalue what we can measure, and undervalue the things we cannot’ ‘ John Hayes, AmEx, via Charlene Li

‘I love any application where you can make money & pay people with love’ ‘ Josh Bernoff

‘Access creates content, content creates traffic’ ‘ Jeremy Thum, Chicago Bulls.

‘If someone talks about you negatively, its probably better that they do it in your house.’ – @stevealter.

”If you don’t build it, they will come anyway. If you build it, but don’t know why, they will come once’and never come back again’ ‘ Steve Alter

‘ The fastest way to not be a faceless corporation is to not be one. Put personality into your soc med efforts’ ‘ Kellie Parker

Social Media & Community 2.0 2010 Wrap-Up

Thank you to all who joined us and all who followed our coverage during this year’s event. We surpassed our already high expectations for this year with the amazing keynotes, speakers, sponsors and attendees. We hope that you found our coverage useful as we work to continuously bring you information to spur conversation and discussion with your peers.

To continue the discussions well into 2010, we encourage everyone to join the Social Media and Community 2.0 Strategies LinkedIn Group. Join other brand community advocates, community pros and social media professionals in this exclusive group. For those of you already in the group, let’s start discussing many of the topics featured at the conference and consider new ones as we enter this new decade.

Our ongoing coverage of industry news and professional posts from across the social media spectrum doesn’t end with the conference. Keep up with the latest news by subscribing to daily updates right here on our blog.

If you are interested in being a guest blogger for Community 2.0 please contact Melissa Sundaram at msundaram@iirusa.com. We’d love to have your input!

A Conversation with The Top Corporate Twitter Brands: How Can I Unlock the Business Value of Twitter to Innovate, Interact, Inform?

Kellie Parker of Sega, Winnie Hsia of Whole Foods and Christi Day of Southwest Air are our panelists at this morning’s discussion on how businesses can utilize Twitter to market and to engage with their customers.

How did your brand get into Twitter?

Sega: Twitter was started at Sega about 2yrs ago. They made the decision to have an account for both USA and Europe; but they found that customers were following both Twitter streams so they combined them, providing messaging to all locations.

Whole Foods: Twitter was started at 2008 for the company and now they’ve provided 2/3 of their stores with their own Twitter. Shoppers want to connect with their store, Whole Foods is actively working for a 100% adoption of Twitter by all of their stores. There is a dedicated person at each store who controls the Twitter communication.

Southwest: Started slowly with Twitter then hit 7,000 new followers per day. Southwest now boasts 3M followers.

In order for the Twitter accounts to be successful, managers must listen and be human with the customers. The focus should never be a “hard sell” it should be a conversation, not a promotion. Finding out your brand advocates and the influentials and work with them, highlight them and make them part of your mission.

There is a customer service component to Twitter, and it helps your customers connect with a real person when they’re having difficulties; but what if customers are having a great time with your brand? Christi Day showcased an example for the “Nerd Bird,” a flight scheduled from California for Austin, TX for the South By Southwest conference that included a bunch of self-proclaimed “nerds” to the conference. Once Southwest’s Twitter team found out about this “Nerd Bird,” they were able to schedule a wi-fi plane for the crew – bonus!

What about promotions/coupons?

Sega does “Free Stuff Friday” which works like a radio call-in show, “I’ve got this t-shirt, the 10th person that DMs us gets it for free.” It’s worked so well that they’ve pre-announced the giveaways, blogged about the giveaways and now they’ve started to videotape the giveaways. It’s been a success and now it’s a great promotional tool for upcoming games.

Whole Foods does “Twitter Thursdays” and “Facebook Fridays” with giveaways that have included an all expense paid trip. When they give away really cool stuff, something more than gift cards, like a case of peanut butter – it’s a success. If people have something that they can really rally around, or they are a fan of something, it matters so much more.

Southwest Air source codes everything that comes from Twitter to the Southwest Air website. By only using their channels, Southwest Air had the largest increase in fare sales in 40 years just by using social media. Before the holidays, Southwest Air gave away 12 gift cards based on the 12 Days of Christmas, asking users to send pictures – the winners won a $1000 gift card for air travel.

Within your Twitter team, it’s important to have well-defined roles and a well-defined organizational system. Each member of the team should be able to fill in for one another, to keep the communication and the messaging consistent.

Welcome to Day 2 of Social Media & Community 2.0 Strategies 2010!

Welcome to the first main conference day of Social Media & Community 2.0 Strategies 2010! We’re looking forward to full day of industry leaders providing you the latest case studies, panels and innovative discussions. We encourage you to follow Social Media & Community 2.0 Strategies 2010 event coverage and share with your colleagues.

Thank you to all of you who joined us at last night’s Tweet-Up! What an amazing crowd!

As a reminder, if you’re attending the conference and twittering from the event, use #socialc20 in your tweets. You can follow the discussions on Twitter @Community20. You can also review details of many of the sessions you may have missed by keeping up with our blog for the latest presentation posts.

See you at morning coffee ‘

The Social Media & Community 2.0 Strategies Event Team

Key Take Aways from Community Pros Panel

The concluding session of the day at the Social Media & Community 2.0 Conference was a panel of seasoned community managers. The panel addressed questions ranging from stakeholder support to community culture and transparency to recruiting internal evangelists. Key points from the discussion:

  • –When you launch a community, you’re saying, ‘We’re willing to listen … and listen in public.’
  • –The biggest Do Not Do for a new online community is overpromise what the community will provide or do.
  • –A water cooler is often the number one entry point into a community’it goes a long way toward getting people onboard. It’s opinion based (“I like this, I don’t like that”); it’s a safe start.
  • –Determine who the fish are and who the sharks are and structure the community to protect the fish.
  • –A lot of participation and community work doesn’t appear on the Web site; it’s behind the scenes.
  • –There’s still nothing like getting on the phone or chatting face to face.

Looking forward to a great day tomorrow!

Mario Anima, Current TV: “I’m in the club”

Like Ralphie in A Christmas Story, we all want to be a part of something. Ralphie wanted the BB gun, he wanted to be liked and he wanted this “badge of honor” to be included in something bigger than himself. Most of us are a lot like Ralphie, we may not want the BB gun, but we want to be a part of something different, something greater than ourselves.

In addition to this BB gun, Raphie also wanted to be a part of Little Orphan Annie’s secret club, using the decoder key that was sent to him that enabled him to decipher the secret message broadcast during the Little Orphan Annie program. Ralphie was part of a branded experience, a form of interaction and it allowed him to be a part of the action – while being a part of the marketing game.

Today we’re using the same technique throughout social media. People want to be connected to the product, to belong and to be involved in something bigger than themselves. It’s important, as community managers to get them involved into the product and its distribution. At Current TV, their mission has been inclusion, from The Rotten Tomatoes show to some of the earliest user-generated documentaries. Now, every show on Current TV has user-submitted content. Current TV does a weekly call-out to the community giving assignments for movies to watch and then the user-submitted content that is chosen to be on the program gets $100.

We see the example of the popular superhero movie, Kick-Ass from user-generated content to the professional hosts of Current TV, we see how being a part of the movie is a club – and we want to join. Do we need to join? Nah, but heck, the party is happening – I wanna come, too!

The most important aspect of the program is why and how you communicate your mission to the community. The Current TV team tells the community exactly what they want, be it a review for a specific film and that review only. They showcase the best of the best on the Current TV program, thereby providing examples to the community on what to do and what not to do.

Current TV also makes their staff members accessible through popular social networks. Using the example of That’s Gay segment host, Bryan Safi, we saw how Current TV hosts respond to their community. One thing to note is that the staff members do not have a Current TV speak – they speak to the community like real people, they ARE real people. If we’re B2B/B2C/Old School/New School, we must remember that we’re real people – is there really a need for corporate speak? After all, we just want to be part of the club and included in the conversation.

Brightfuse.com Case Study

Liz Harvey, Sr. Director, Online Products, Career Builder presents a case study today on Brightfuse.com, Career Builder’s job search online community. In 2007, Career Builder had heard about how job seekers were using other social networks to advance their careers and Career Builder saw an opportunity to make a new product within the social media space – creating BrightFuse.com in 2008. It is a talent community, serving as a place for people to interact and communicate with others in similar fields. Now at over 2.5 million users, the talent community allows users to not only connect with others, but to showcase their skills, experience recommendations and portfolio. Career Builder walked away from the brand to create Bright Fuse so that they could gain members who didn’t necessarily need a new job – by doing so, employees could connect with their bosses to expand their network, while keeping their current job.

By focusing on community and building relationships, BrightFuse utilizes the power of groups to further connect with others, not just on a career level. One of the most successful groups that has launched has been the Profile Critique group. It’s purpose is to help users create awesome profiles and aid in their personal branding campaigns. Originally starting with one moderator, the team at BrightFuse quickly turned to the group to self-moderate and it’s proven to be a success. BrightFuse also suggests related groups to their members, this not only increases group membership but it increases returns to the site by members.

Another component of BrightFuse is the implementation of the dialogue box sign-up and profile completion tool. By switching from a static form, BrightFuse saw 20%+ increase in profile completion by their members. BrightFuse also saw an increase in registration by adding in photos and testimonials of actual members alongside the sign-up form.

Moving forward, BrightFuse is looking to gain new members and to increase the engagement with its members.