Social Media & the Enterprise, Part 4 Case Studies

1. Social Media & the Enterprise, Part 4 Case Studies Three Real-World Examples Of Success With Social Media Presented by Sean Gallagher sean@seanmgallagher.com

2. College of Notre Dame of Maryland • Founded in 1873 • First women’s 4-year college to offer baccalaureate degrees • Enrollment: ~3,000 students

3. Business Goal: More Efficient Enrollment Process • The Problem: Yield • Students accepted don't always enroll • Costs raised in filling class, multiple waves of acceptances with increasingly low yield • Theory: Engaging students with social network would make them feel more connected to school, increasing enrollment rate

4. College of Notre Dame of Maryland And idFive • Solution: Ning-based private network • Log-ins sent out to students with acceptance letter • Site was restricted to students, monitored but not moderated

5. College of Notre Dame of Maryland And idFive • Outcome: • 70% of students accepted used their login. • Traffic was high, students used site to arrange in-person meet-ups, choose roommates for dorms • Yield up 8% in the first year of use

6. College of Notre Dame of Maryland And idFive • Keys to success: • Student population predisposed to social media • Unmoderated, allowed students to make connections with each other • Private – made students (and parents) feel safe about the site • Practice has been picked up by other colleges and universities

7. Web-based automated video production company • Software-as-a-Service model • 2 million users, from free to “pro” • Target audience: professional photographers

8. Animoto’s Problem:Customer Support • Dealing with rapid growth, outgrew email-based customer support • Response time issues, confusion over who had ticket required a new system • Marketing department monitored Twitter, but was not integrated into customer support • Twitter is where “customers go to rant”

9. Animoto Solution: ZenDesk • Integrates Twitter with helpdesk system • Tweets are flagged from integrated Twitter client, turned into “twickets” • Instant response with ticket information, link into system • Conversation is taken private • Provides search capability for specific terms to monitor for proactive response • Knowledge base, a tool for storing ways problems are resolved and presented to customers

10. Animoto & ZenDesk: Beyond Helpdesk • Marketing now using ZenDesk Twitter client, integrated capabilities for targeted marketing • Events Marketing – can search Tweets for terms related to events, and engage about product

11. Animoto & ZenDesk: Results • Throttled back the number of incoming tickets • Has reduced the rates that new tickets are coming in as they pick up new users • Knowledge base has 10 times the traffic of previous help pages, so they’re seeing a lot more user engagement • Resolution time to tickets down significantly • Targeted Twitter engagements aiding in driving significantly more Web traffic, user signups • Tying into Facebook marketing

12. Founded in 1996 • Timesheet, expense tracking, and payroll software company in Austin, Texas • Now do Web-based products • Small company, worldwide customer base

13. Problem: Marketing • Recent new product features – need perceived to develop awareness of the product • Lack of a social media presence • Twitter used by CEO, but no strong official company Twitter presence • Wanted to dramatically expand visibility quickly

14. Journyx :Twitter Campaign Goals • Increase Twitter followers • Create social media buzz, generate retweets • Create strong community of followers that ultimately help bring in new customers

15. Twitter Tactics • Daily prizes – some fun, some corporate • Thinking Putty, USB drives, dinner with Journyx CEO • $500 towards software maintenance contract, free software licenses, free tools, free needs assessment session • iPod, Kindle, 2 tickets to Austin City Limits music festival) • Use coupon codes from TwtQpon in daily tweets from official Twitter account, with retweets from other personal accounts. • Include information about campaign in email auto-signature lines, and on company blogs, Facebook page, and LinkedIn group • Create unique landing page on www.journyx.com to track the visitors to the page throughout the campaign • Campaign ends with grand prize of 50 free licenses

16. Journyx’s Results Metrics • 30-day campaign in March 2010 • Increased Twitter followers of official account from about 90 to more than 365 • Got news coverage on more than 200 Websites • The URL set up for the campaign was hit nearly 2,000 times • March Web visits: Up 19.03% • Page views: Up 12.48% • Average time on site: Up 1.26%

17. Customer Relationship Results • Several hundred participants from all over the world, including customers and non-customers • Several existing customers won prizes, was very valuable in customer retention • Gained new “customers” with free licenses – potential long-term revenue • The primary purpose of the campaign – branding and building a new place where people can hear company message – was achieved. • Similar campaigns on Facebook and LinkedIn planned in the next year