Your SlideShare is downloading. ×
Building Online Community For Business
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Building Online Community For Business


Published on

Building Online Community For Business

Building Online Community For Business

Published in: Automotive

1 Comment
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide
  • Thank you for your time, thank you for listening…have a terrific conference!
  • Transcript

    • 1.
      • Building a Robust Online Community
      LISA BOWNAS Director of Strategic Services
    • 2.
        • Top independent digital marketing agency
        • Founded in 1981; 200+ associates
        • Clients include HP, P&G, The Limited Brands
        • Headquartered in Columbus, OH
        • Published two books
          • The Ten Demandments (2002)
          • The Open Brand (2008)
    • 3.  
    • 4. More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceed the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Internet users read online product reviews. — JupiterResearch, August 2007 412.3 years = Time it would take to view all of the material on YouTube. — Digital Ethnography, Kansas State University March 17th 2008 85.9 million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. --Nielsen Online Stats, 2007
    • 5. community
      • a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the ): the business community; the community of scholars.
      • Source:
    • 6. community
      • Forums and discussion boards
      • Social tagging
      • Ratings and reviews
      • Blogs
      • Virtual worlds
      • Wikis
      • Photo sharing
      • Video sharing
    • 8.
    • 9.  
    • 10. Five Reasons to Open Your Brand REVENUE ROI R&D RELATIONSHIPS RELEVANCE
    • 11. … is for On-Demand Delivers accessible, self-directed and instantly gratifying experiences. … is for Personal Facilitates meaningful interaction with many markets of one. … is for Engaging Deepens attachment through relevant emotional experiences. … is for Networked Taps the exponential potential of individual consumers and online niche communities.
      • Efficiency
      • Ease
      • Control
      • Findability
      • Instantaneousness
      • Acknowledgement
      • Dialogue
      • Customization
      • Privilege
      • Popularity
      • Participation
      • Belonging
      • Immersion
      • Entertainment
      • Inspiration
      • Self-expression
      • Ego gratification
      • Portability
      • Community
      • Meaningful change
      Defining Traits of OPEN
    • 12. ON-DEMAND Do you make it fast and easy to subscribe or renew?
    • 13. PERSONAL Do you listen to your consumers and personalize their experience?
    • 14. ENGAGING Do you compel consumers to spend time with your publication online?
    • 15. NETWORKED Do your consumers collectively influence the future of your publication?
    • 16.
      • EXAMPLES
    • 17. SCOTTS MIRACLE-GRO REDESIGN Transforming the experience from product to consumer-centric
    • 18. Personal profile: sharing and blogging 
    • 19. Communities, pic sharing and forums 
    • 20. Helpful articles, projects, advice 
    • 21. RESULTS
      • Recognized by media outlets such as New York Times for its approachable appeal
      • Thousands of registrations within first month and since launching, thousands of photos have been uploaded and product recommendations posted
    • 22. USA TODAY Consumers shape and spread the news by commenting and sharing
    • 23. USA TODAY Consumers can participate at all levels – read, recommend or comment
    • 24. STYLE.COM LOOKBOOKS Consumers create, share and rate content in personal lookbooks
    • 25. VS PINK Comprehensive Digital Millennial experience that bridges online, offline and mobile
    • 26. VS PINK Dance video contest with voting
    • 27. VS PINK Mobile app for picture sharing
    • 28. VS PINK Mobile app for picture sharing
    • 29.  
      • Centered community around influence
      • Allowed customers to write their own polls
      • P eople
      • O bjective
      • S trategy
      • T echnology/Tactic
      Source: Forrester Research
    • 32. P eople
      • Consumer/customer wants/needs
        • Info gathering/research
          • Poll or survey
          • Age, interests, online activities
      Source: Forrester Research
    • 33. ICITIZENS Motivations to Create, Share, Influence Online “ I CONNECT” Connect and share with people who have similar interests 16% “ I AM” Improve companies or the experience of self and others 7% “ I MATTER” Seek recognition and some degree of fame/fortune 3% “ I CAN” Use digital tools for life management 74%
    • 34. MUCH MORE THAN CONSUMING… Creating Resource Interactive iCitizen Motivational Study, 2007 Adult online population in the last month Created an online video Posted a rating/review Published my own blog Tagged web pages or other content Participated in a virtual world Created or revised a wiki page/entry Mashed up content 18-25 year olds in the last month
    • 35. MUCH MORE THAN CONSUMING… Sharing and Influencing Resource Interactive iCitizen Motivational Study, 2007 Found something online and passed it along Commented on a blog Uploaded pictures/videos/audio Used a social networking site Participated in an online community/forum Chatted online with a customer service rep using IM Adult online population in the last month 18-25 year olds in the last month
      • Defining Characteristics:
        • Perpetually connected
        • Multi-tasking and productive
        • Filtering for immediacy and control
        • Self-expressive yet assimilative
        • Optimistic and self-entitled
      Digital diaries with Gen Y fuel insights for innovation, speed to market and brand relevance.
    • 37. 1: Keep it real 2: Hear me out 5: Entertain me WHAT DIGITAL MILLENNIALS NEED 3: Be original or don’t be 4: My way now
    • 38. O bjective
      • Identify your key objective
        • Attract new subscribers?
        • Deepen engagement with existing subscribers?
        • Increase loyalty?
      Source: Forrester Research
    • 39. S trategy
      • Changing relationship with subscribers
      Source: Forrester Research
    • 40. T echnology/Tactic
      • Select the social technology/tactic
      Source: Forrester Research
    • 41. IDEAS Leverage existing communities
    • 42. IDEAS
      • Use polls to start the dialogue
    • 43.
      • YOUR IDEAS
    • 44. YOUR IDEAS
      • What else could Florida Trend do?
    • 45. YOUR IDEAS
    • 46. YOUR IDEAS
    • 47. THANK YOU. LISA BOWNAS [email_address] 614.621.2888