the facilitated discussion

The Facilitated Discussion

Dana Sednek Bowler Cisco WebEx Global Collaboration Consultant

[email protected] Twitter: DaynStarr

David Carter, CTO [email protected]

Twitter: dkrcarter

mailto:[email protected]


Logistics

• Got Questions?• Join the conversation on Twitter• Hashtag is #awarenessinc• Use the Chat or Q&A function in WebEx

• Tech Issues?• Contact WebEx Customer Service

Awareness

STRATEGY AND FOCUS EXPERIENCE & LEADERSHIP

AGENCY RELATIONSHIPS BRAND NAME CUSTOMERS

• Social Media Marketing • Build online communities for

companies• Engage with their customers • Build their brand• Increase their revenues

• Early leader• Platform launched 2005• A “ top tier” firm

(Forrester Sept ’08)• Top Tier Investors

(Greylock and North Bridge)

About Awareness

What do I need to know?

What design is best?

How do I launch my community?

How do I encourage and manage participation?

BestPractices

How do I ensure success?

TechnologyWhat do I need?

What’s the fastest way to build my community?

What do I need to operate and maintain

it?

What skills are required to do it right?

ServicesWho will build it?

Who will operate it?

Strategic Guidance

Project Assistance

ROI Measurement

BestPractices

Expert Guidance

TechnologySocial Media Marketing

Platform

Design & Implementation

Management

Moderation

ServicesFast Creation,

Optimized Operation

Def: Synchronous versus Asynchronous Communication

Asynchronous

Browse content in various ways> Chronological> By Topic> Author> Popularity

• Viewer controls what when they view

Synchronous

• Follows a timeline• Moves forward• Live events

Social Media Marketing: Making Marketing Social

Social Media Marketing• Multi-way dialog

(brand customer, customer customer)

• Participatory• User-generated

Traditional Marketing• One-way

communication(brand customer)

• “Push and interrupt”• Brand-generated

Direct Marketing

(Lead generation)

Brand Marketing

(Image & reputation)

Social Media Marketing(Customer

engagement)

Top 8 Social Media Marketing Use Cases

Corporate voice

User-generated content campaign Enthusiasts Associations/

subscribers

Peer SupportInnovationLoyalty Events

Converse with your market

Create excitement

Stimulate a passion

Engage with members

Generate ideas

Build and reward loyalty

Help each other

Build and sustain buzz

Corporate voice User-generated content campaign Enthusiasts Associations/

subscribers

Peer SupportInnovationLoyalty Events

Converse with your market

Create excitement

Stimulate a passion

Engage with members

Generate ideas

Build and reward loyalty

Help each other

Build and sustain buzz

• Number of Members vs. Number of Ideas Trend Graph

• Number of Acted on Ideas Trend ($ value per accepted Idea)

• Latest Ideas

• Net Promoter Score

• Number of Members vs. Member Participation graph

• Number of Page Views Trend

• Top Contributing Members


• Questions vs. Answers Trend Graph

• Total Questions vs. Open

• Total Answers ($ amount per answer option)

• Top Supporters


• Registrants vs. Participation graph

• Top Participants

• Most Active Registrants


Best Practice Communities: Ready to Measure Success

Includes recommended ROI/success metrics matched to business goal

• Page Views Trend

• Number of Comments against Post Dates

• Number of Registered Users Trend


• Number of Contributions vs. Viewers Trend

• Number of Registered Users ($’s amount per user option)

• Most Recent Contributors


• Number of Registered Users vs. Participation

• Page View Trend

• Profile Completeness


• Number of Members vs. Member Activity Chart

• New Members this month

• Most Active Members


Traditional Marketing is One Way Dialog

• Traditional Marketing is about the brand speaking to the consumer

• Generally focused on the first part of the customer lifecycle… acquisition

• Customer retention is not the job of marketing

Customers

Awareness Consideration Trial Adoption Loyalty Referral

Brand

Customers

Customers

Customers

Customers

Customers

Social Media Marketing is Customer Lifecycle

• Two way dialog> Brand to Customer> Customer to Customer

• Multiple approaches to cover all aspects of the customer lifecycle

• Depth of Customer Knowledge increases

Frank

Sally

Peter

Joe

Susan

Awareness Consideration Trial Adoption Loyalty Referral

Brand(via Stan )

The Result is a Valuable Asset

• Explicit Customer Info> What they tell us> What they filled out in their profile> Data on participation

> When> How often> What categories

• Implicit Customer Info> What topics "move them"

> What do they comment, rate, and vote on> What are the profiles of their "friends"

• Ongoing Dialog with the Customer

Successful Communities

• Don't just build it and sit back• Define clear goals for the community• Map the community to the culture• Ask relevent profile questions• Create relevant conversation topics • Leverage and create "Points of Enthusiasm"

• Synchronous Events are ideal "Points of Enthusiasm"> "Create Buzz" before, during and after> Capture the conversation as an assets > Create a "bump" in membership and participation andwork to

sustain

Dana BowlerCollaboration Consultant Cisco WebEx

AGENDA

Importance of facilitated discussion

Select a focused topic

Build engaging conversations

Weave the experience back in

Importance of Real Time Facilitated Discussion

• Real Time Discussions> Punctuated “face” time> Drives acknowledgment and commitment> Reset and redirect the tone of the community

• Facilitators help drive meetings, negotiations, and discussions> Create a space that is structured yet comfortable > Group dynamic convergence

• Focused Conversations> Live voice, live interaction

Importance of Real Time Facilitated Discussion

• Facilitated discussions vs. webinar presentations

www.gapingvoid.com

http://www.gapingvoid.com/

Real-time Facilitated Discussion

• Engages the audience : everyone is an active participant• Drives the content and group experience• Starts with a focused topic, yet the outcome evolves• Punctuates an emotive point in time

AGENDA





23

Select a Focused Topic

• Leverage the “Point of Enthusiasm”

• What sparked your community’s interest?

• Get Risky> highest risk, highest reward

www.gapingvoid.com

http://www.gapingvoid.com/

Focused Topics

AGENDA





26

Build Engaging Conversations

• General to specific points within the topic

• Keep the sessions small (25 or less)

• Start the discussion as if you were in a room together> What would be the first thing you do?> Warm up the Group Voice

• Ask with the intent to listen, not the intent to respond> Come prepared with open ended questions> Be prepared for unexpected responses

Build Engaging Conversations

• Useful tools to keep the conversation going:

> Participant Panel – call members by name, recognize and acknowledge who is speaking

> Annotation Tools - take notes, check opinions, group resolve

> Raise Hand Tool - keep the conversation going / eliminates "interruption fear“

28

Building Engaging Conversations

• Ask for the group resolve> Be open to their recommendations

Build Group Involvement

AGENDA





Weave the Experience Back into Community

• Post the recorded event

• Weave the resolve back into the discussion thread

• Report on outcomes – what was the group’s resolve, updates on progress

• Ask participants to share their feedback, publish the results

Engage your Audience in the conversation

31

Keep the buzz going

What do you need to get started?

• All ingredients are available today> Combining the two is strategic, all technology is available

• If you have a community and want to integrate synchronous events > Contact : [email protected]

• If you want a community> Contact : http://

www.awarenessnetworks.com/company/contact.asp


http://www.awarenessnetworks.com/company/contact.asp

http://www.awarenessnetworks.com/company/contact.asp

Upcoming Sessions from Webex

• Jason Falls – June 24th

• Brian Solis – July 16th

• Adam Broitman – July 30th

• Meet-up at Enterprise 2.0 in BostonJune 23rd @ 6:30PM

Register at awarenessnetworks.com

Contact Information

• David CarterCTO, [email protected]@awarenessnetworks.com

• Dana [email protected] @DaynStarr

© 2008 Awareness CONFIDENTIAL

