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Building Online Community For Business

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Building Online Community For Business

Building Online Community For Business

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  • 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)
      ABOUT RESOURCE INTERACTIVE
    • 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: dictionary.com
    • 6. community
    • 7. COMMUNITY EXAMPLES
      • Forums and discussion boards
      • Social tagging
      • Ratings and reviews
      • Blogs
      • Virtual worlds
      • Wikis
      • Photo sharing
      • Video sharing
    • 8.
      • COMMUNITIES AND O.P.E.N.
    • 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 Style.com 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.  
    • 30. PEOPLE’S CHOICE AWARDS
      • USER GENERATED POLLS
      • Centered community around influence
      • Allowed customers to write their own polls
    • 31. HOW TO GET STARTED: POST
      • 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
    • 36. DIGITAL MILLENNIALS RESEARCH
      • 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 www.resource.com