Creating SafetyCommunity.com

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Fahlgren Mortine and Webbed Marketing present, "Creating SafetyCommunity.com" at the Columbus Chamber's event, "Getting Results with Social Media"

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  • We also won a PRSA Central Ohio PRism Award of Excellence for the OSC.
  • Creating SafetyCommunity.com

    1. 1. 6/18/09 CREATING SAFETYCOMMUNITY.COM
    2. 2. Concept <ul><li>In spring 2008, our client asked for a “Big Idea” but did not have a big budget to match </li></ul><ul><li>We knew that safety professionals have a hunger for knowledge sharing and networking </li></ul><ul><li>We came up with the idea to develop the first and only online social network dedicated to health and safety professionals </li></ul>
    3. 3. Research <ul><li>Studies show that more than one third of U.S. Internet users are active in professional online communities </li></ul><ul><li>A 2008 survey by the trade publication Industrial Safety & Health News indicated that 80 percent of safety respondents look online for safety and health news updates. </li></ul><ul><li>Conducted extensive blog and social media research into workplace safety industry </li></ul><ul><li>Held informal focus groups/gathered anecdotal findings at National Safety Congress. </li></ul><ul><li>Researched software platform and functionalities </li></ul><ul><li>Identified and reached out to potential online influencers as well as key trade media </li></ul><ul><li>Collected best practices from other leading consumer and B to B companies that had launched niche social networks </li></ul>
    4. 4. Planning <ul><li>Recommended that the community have only subtle Ansell branding at first in order to attract the broadest possible group of safety professionals across all industries and niches </li></ul><ul><li>Designed community for audiences including safety managers, foremen, safety engineers, factory and construction workers, media members, industry executives and anyone for whom workplace safety is a profession or passion </li></ul><ul><li>Set objectives for year one of the community’s existence: </li></ul><ul><ul><li>1,000 members by 12/31/08 (achieved in 2/2009) </li></ul></ul><ul><ul><li>2,000 members by 7/31/09 (on target to achieve) </li></ul></ul><ul><ul><li>Lead generation for the Ansell sales force </li></ul></ul><ul><ul><li>Continual organic growth and activity on the community </li></ul></ul><ul><li>Initial budget was $35K which included technical costs, initial community marketing and online promotions, and start-up maintenance </li></ul>
    5. 5. Execution & promotion <ul><li>Utilized Ning platform which allowed us to focus resources on content, community management and promotion </li></ul><ul><li>Seeded community with positive content including blog posts, photos, videos and discussion starters of interest to a wide variety of safety professionals </li></ul><ul><li>Served as community mayors for the site, welcoming new members, answering questions and directing them to content on the site that matched their interests </li></ul><ul><li>Created direct e-mail announcements to send to Ansell’s existing database of safety industry professionals, including customers and prospects </li></ul><ul><li>Developed a search engine optimized media release for Ansell’s key publications announcing the new site </li></ul>
    6. 6. Integrated marketing <ul><li>Utilized social media marketing to tap into established Web sites, tools and communities – such as podcasts, LinkedIn, Facebook, Twitter and MySpace </li></ul><ul><li>Conducted personal pitching with major influencers in the safety industry, as well online influencers such as bloggers, to help drive membership and referrals </li></ul><ul><li>Implemented tradeshow promotions at major industry events </li></ul><ul><li>Developed traditional advertising to further reach safety professionals via the top industry trades and email newsletters </li></ul>
    7. 7. All graphic slide
    8. 8. Results <ul><li>In just over one year, community is thriving and self-sufficient </li></ul><ul><li>Traffic to date includes more than 45,190 unique visits and 309,273 page views </li></ul><ul><li>Average time spent on site is 6.84 pages and about 5 minutes </li></ul><ul><li>Community activity to date: 1,683 members, 925 photos, 495 blog posts, 44 events, 66 videos and 319 discussions </li></ul><ul><li>Site provides thought leadership opportunity, voice of customer research, opportunity to build relationships with customers and prospects, social media hub </li></ul><ul><li>Generated positive press coverage for site and Ansell via more than 500 online sites and 30 trade publications </li></ul>
    9. 9. Results <ul><li>Since May 2008, Ansell’s Safety Community has grown to more than 1,600 members and every core metric (visits, traffic, engagement) has showed significant improvement </li></ul>
    10. 10. Results
    11. 11. Community Membership
    12. 12. Traffic Channel Performance Traffic Source Visits Time on Site PV/V Conversion Rate Direct 1083 6:01 8.26 2.75% Referrer Traffic 6687 6:44 8.94 3.17% All Search 6556 2:32 4.35 2.59% Organic Search 4456       Paid Search 2100      
    13. 13. Top Referring Sites, Traffic Site Number of Visits ohsonline.com 1,082 ansellpro.com 1,002 prweb.com 895 us.mg1.mail.yahoo.com 373 workerscompinsider.com 333 ansell.ning.com 170 images.google.com 166 ansellsafety.com 145 twitter.com 111 managesmarter.com 109
    14. 14. Other Successes <ul><li>Inbound links indexed by Yahoo have increased to nearly 2,000 </li></ul><ul><li>Webbed-o-Meter score increases </li></ul><ul><li>More blog posts and discussion forums posts on the “Online Safety Community” </li></ul><ul><li>Social network (Twitter, Facebook, Myspace, LinkedIn) friends and followers continue to grow </li></ul><ul><li>More people and visits tracked by Compete.com </li></ul>
    15. 15. CONNECT Lara Kretler Bill Balderaz @LaraK @bbalderaz [email_address] [email_address] 614-383-1618 or 937-271-9151 614-291-8456 or 937-215-6148 www.fahlgrenmortine.com www.webbedmarketing.com www.larakretler.com http:// buzz.ducttapemarketing.com

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