NORTHWEST ENTREPRENEUR NETWORK social media strategy & roadmap NWEN mission: to help entrepreneurs succeed Team 8: Jarrod Gerhardt, Mary Hubbard, Maureen Salahshoor, Barbie Stafford, Sue Thim

To increase geographical reach through online capabilities Introduction Clients Stated Goal:

Diverse membership Introduction Member Demographics Stage of Business 28% Idea Stage 33% Developing/ prototyping/modeling 47% Bootstrapped 33% Generating Revenue 28% Seeking funding

The Good News Strong offline brand, content assets and community engagement Social channels in place – web site, blog, Facebook Twitter, Linked in Search discoverability for name, acronym. Event calendar picked up by related sites Strong positive sentiment Current State -Summary

The Not-so-Good News Quality, impact of offline content, community not matched online. NWEN is dominant voice and topic in social media. Community largely silent. Channels not working together to drive growth, engagement, goals. Weak social citizen. Do not participate in broader community conversation Role model orgs also have holes in social engagement. No one hitting a home run. Current State -Summary

Member Survey Results Social Media Survey 49 Respondents – 32 entrepreneur & 15 Service providers How you spend your time each week? Entrepreneurs Reading articles and publications – 26 (avg 5 hrs) Personal interactions – 19 (avg 5 hrs) Online community chats and blogs – 18 (avg 1hr) Educational workshops & programs – 16 (avg 1hr) Which social media channel do you find most valuable for discussions? Entrepreneurs LinkedIn 11 Blogs 8 Twitter 2 Facebook 4

Member Top Info Sources Linkedin Seattle Tech Startups m/doku.php When online, which THREE sites do you visit the most regularly to gather information about entrepreneurship? facebook NORTHWEST ENTREPRENEUR NETWORK

All Major Online Channels Relative Stats - Summary MeasureNWENOENSVASESeattle 2.0 FB likes35564Inactive Group2888 Linked In Group Members Site Traffic Rank - Alexa 164, ,69431,876 Sites Linking in - Alexa Seattle Site Traffic Rank- Alexa 7,286n/a friends, friends, 1730 followers 55 friends, 551 followers * handle belongs to SVASE 13 friends, 6814 followers Twitter Follower- Friend Ratio Retrieved from Facebook, Linked-In, Alexa, Twitter, TFFRatio 04-June-2011FacebookLinked-InAlexaTwitterTFFRatio

Reach is a measure of the range of influence. It is the number of unique authors referencing your brand divided by the total number of mentions Strength is the likelihood that your brand is being discussed in social media. A very simple calculation is used: phrase mentions within the last 24 hours divided by total possible mentions. Sentiment is the ratio of mentions that are generally positive to those that are generally negative Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. Retrieved from 04-June-2011www.socialmention.com Relative Stats – Social Impact

Relative Stats – Web Site Retrieved from 04-June-2011www.compete.com

Clients Stated Goal: Two Stages: Objective: Recommendations Recommend a two stage approach to achieve 10% increase in on line participation

Strategy: Tactics: Recommendations Increase on-line participation by10%

Premiere Event – “big hoopla” Premiere Event T – 4 wks Idea Calendar Registration Video Influential #1s Volunteers Metrics baseline T - 2 wks Contest Linked In Twitter FB Influential #2s T - 1 day registrants Tweet & retweet Touch call influencers T – 0 Event – video Advertise future events Run contest Survey T + 1 day Contest winner Post video video link T + 1 wk Blog post video contest tweets Metric results T + 2 mos New members Video views FB, LI – membership Likes Inbound links

Embarrassing tweets Event Tweets

Financial Metrics Frequency, Reach and Yield Event Specific Metrics : Measuring Success No of Participants Overall No of New Participants Cost Organization Wide Metrics: No of Regional Memberships No of Events per member No of Professional Memberships

Measuring Success Non-Financial Metrics BlogDashboard Strength Sentiment Passion Reach Unique Visitors Time Spent on Page Sharing Click through to video Twitter Followers Retweets Twitter Likes LinkedIn No of Connections Measurement of Group Interaction

Mapping Non-Financial Data to Financial Data  Establish a base line  Look for change/delta after events and social media campaigns  Consider what other factors could be influencing change  Rethink Social Media that does not correlate positively with financial data Measuring Success

 Add a few Social Media Components to encourage Social Media Behavior  Spotlight Entrepreneur / Financial Matches in a more visible location on the page  Post and Archive Event / Learning Videos on NWENs YouTube channel Socializing the NWEN Site Link directly to the Blog page VentureBeat>> Entrepreneur Corner NWEN Event Videos

Encourage Membership to Participate in Social Media Conversations & Activities at Each NWEN Event  Solicit active members to Tweet about the event  Offer Incentive – giveaways / prizes  Record brief video testimonials from attendees before and after each event to post  Ask members to comment in NWEN Social Media Channels Incorporating Social Media

Summary  Challenges (e.g. requires commitment – people, trade-off with existing activities) Summary

Revised Slides

Clients State Goal:  To increase geographical reach through online capabilities. Two Stages:  Encourage the existing community to participate online  Work to expand geographical participation online Introduction

Objective  To increase communities on line participation by10%. Strategy  Improve existing platforms to encourage more social sharing  Bring select existing events on line Introduction

Tactics Video teasers Use of social channels (Twitter, LinkedIn and FaceBook) to promote the event Contest entries submitted through Twitter Use of Twitter during event Post Video of event

Financial Data

Non-Financial Data