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Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
Building Online Communities To Support Successful Media Brands - ALPSP July 2009
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Building Online Communities To Support Successful Media Brands - ALPSP July 2009

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  • Hi Dan. Just picked up on this via your tweet. I'm doing the @citpower stream for citizenpower.co.uk - and thanks for the input earlier in the week.

    Most nine-month-old presentations are already looking old; this one's still remarkably on target which, I guess shows the difference between those which are strenuously trying to bludgeon their audience into submission with cool facts and those which are dealing with practical realities.

    On a totally different note I'd be interested to see what you think of this - which is about using social media in a rather different context:

    http://www.youtube.com/watch?v=gom_xCcjhQA
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  • Cheers - the style of it has definitely been influenced by some of your presentations in the past!
    As always, there's loads more I could probably add, even just a week later, so hopefully I'll get to do version 2.0, 3.0 etc...
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  • Nice presentation Dan. Thanks for the props at the end :-)
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  • 1. Building online communities to support successful media brands<br />Dan Thornton, July 2009<br />(A Work in Progress...)<br />Image: http://www.flickr.com/photos/matthamm<br />
  • 2. Contents:<br /><ul><li>Who am I?
  • 3. Why is community vital?
  • 4. Planning a community.
  • 5. What can you can and can’t do.
  • 6. How do you know if it’s working?</li></li></ul><li>Who am I?<br />Past (Bauer/Emap)<br />Past (Independent)<br />The Present:<br />
  • 7. Who am I really?<br />http://www.140char.com<br />http://www.thewayoftheweb.net<br /><ul><li>LinkedIn: http://www.linkedin.com/in/danielthornton
  • 8. Facebook: http://www.facebook.com/danthornton
  • 9. Gmail: thewayoftheweb@googlemail.com</li></ul>http://www.twitter.com/badgergravling<br />
  • 10. Why is community vital to a brand?<br /><ul><li>Humans are inherently social creatures, who wish to interact. And capable of driving exponential growth.
  • 11. Media owners no longer control the methods of production and distribution.
  • 12. Brands (Advertisers) can interact directly with consumers, who can all interact with each other.
  • 13. All interaction can be visible to hundreds, thousands, or millions of other people.
  • 14. The cost of search engine optimisation is rising, but the effect doesn’t increase in isolation. Meanwhile display advertising is less and less effective at driving response.</li></li></ul><li>Communities don’t just support brands<br />Image: http://www.flickr.com/photos/biblicone<br />
  • 15. Individuals and communities define brands<br />Image: http://www.flickr.com/photos/zackv<br />
  • 16. The internet just made it easier to spot and track<br />
  • 17. And brands are finally letting people contribute directly<br />Image: http://www.flickr.com/photos/mycreativecorner<br />
  • 18. What is happening to media companies?<br />Traditional broadcast models are struggling. <br />U.S. newspaper print advertising dropped $2.6 billion in Q1 2009 compared to Q1 2008.<br />Perhaps it’s just the recession?<br />
  • 19. Maybe something else is holding their attention?<br />Since February ‘09, Facebook has continued to grow to over 200 million+ active users per month.<br />
  • 20. What about Twitter?<br />This only includes visits to Twitter.com, which is approximately 1/5th of all Twitter usage (4/5ths comes from mobile, or Twitter ’clients’ installed on a computer.<br />
  • 21. Consumers aren’t waiting for proven business models<br /><ul><li>Around 13 hours of content is uploaded to Youtube every minute – the equivalent of Hollywood releasing more than 57,000 full length films each week.
  • 22. Technorati has tracked 133 million blogs since 2002.
  • 23. Audioboo has had over 35,000 pieces of content uploaded since launch in March ’09.
  • 24. Stephen Fry has 630,000 followers on Twitter.</li></ul>The small percentage of individuals making significant revenues online are doing it by secondary income streams, rather than display advertising.<br />
  • 25. But you can get a Return on Investment...<br /><ul><li>Dell has made $1 million plus directly via Twitter.
  • 26. Zappos made $1 billion in gross sales in 2008, 10 years after launching by concentrating on customer service, using Twitter, Blogs, Youtube etc.
  • 27. The viral effect of the Will It Blend videos increased sales of Blendtec blenders by 20% from an initial cost of production of $50.
  • 28. Stormhoek wine doubled sales in the UK using blogger outreach.</li></li></ul><li>Mythbusting:<br /><ul><li> ‘Community building/crowd-sourcing/social media is cheap’ in initial financial outlay – Yes, but it requires substantial investment in resources.
  • 29. ‘A lot of online content is rubbish’ – Yes, but the same applies to any media. And the weight of numbers means a huge amount of quality content, which needs filtering: the potential editorial role of media companies/experts.
  • 30. ‘Hardly anyone posts/writes a blog’ – Yes, but only 5% of people contribute the majority of Wikipedia work. 1 person creates, 9 comment/rate, and 90 lurk. But those 90 are the scale part of the equation, and wouldn’t turn up without the 1.
  • 31. ‘Social networking is just for kids’ – The biggest growth is in mothers who blog/network due to time constraints. Twitter’s biggest user group in the UK is 30+ males. And age creep means older networks are rising.
  • 32. ‘People don’t want to sit in front of computers’ – Mobile internet access and smart phone adoption is rocketing, led by the iPhone.
  • 33. ‘I don’t have time/we’ll get an intern’ – You need to make time, and devote resource to any community/social media project of a level that can speak for your brand effectively.</li></li></ul><li>How do you build a community?<br />Image: http://www.flickr.com/photos/dwulff<br />
  • 34. You can’t...<br />You provide for, encourage and reward community to allow it to grow<br />Image: http://www.flickr.com/photos/matthigh<br />
  • 35. The 9 steps:<br />Listening<br />Objectives<br />Technology<br />Seeding<br />Recognition<br />Moderation + Maintenance<br />Transparency<br />Integrate it into everything you do<br />Measurement and Analysis.<br />
  • 36. Step 1: Listening<br />What’s out there?<br /><ul><li>Google (inc Blog search)
  • 37. Twitter search
  • 38. Facebook
  • 39. Ning
  • 40. Technorati</li></ul>Image: http://www.flickr.com/photos/smoovey<br />
  • 41. Step 2: What’s the point?<br />1. What tangible results do you want?<br />2. How can you help an existing community, or provide value for people by creating a new one? (And ‘because it’s ours/official doesn’t work by itself!)<br />Image: http://www.flickr.com/photos/elventear<br />
  • 42. Step 3: Don’t be different for the sake of it.<br />Most software has evolved to basic conformity for a reason. Don’t try to reinvent the blog or forum for the sake of it. ‘Bad artists copy, good artists steal’ – Picasso.<br />Image: http://www.flickr.com/photos/missrogue<br />
  • 43. Step 4: Seeding<br /><ul><li>Encourage popular people to contribute. They’re the 5% who attract the other 95%.
  • 44. Be present and involved yourself where appropriate</li></ul>Image: http://www.flickr.com/photos/deboni<br />
  • 45. Step 5: Provide recognition<br /><ul><li>Reward good contributors with public recognition.
  • 46. Reward new members and posters with encouragement and involvement.</li></ul>Image: http://www.flickr.com/photos/raptortheangel<br />
  • 47. Step 6: Moderation/Maintenance<br /><ul><li>Moderate lightly/politely but firmly. Make rules clear.
  • 48. Provide adequate resources.
  • 49. Continuously evaluate and evolve software/technology</li></ul>Image: http://www.flickr.com/photos/pictoscribe<br />
  • 50. Step 7: Transparency and having fun<br /><ul><li>Share your enjoyment of what you do – don’t be embarrassed.
  • 51. Be transparent where possible – explain the reasons behind actions and people will understand them – and then defend the reasoning to others.</li></ul>Image: http://www.flickr.com/photos/teflon<br />
  • 52. Step 8: Integration<br /><ul><li>Arrange offline events
  • 53. Build community/CRM into your core business strategy
  • 54. Ensure every employee has clear guidelines, guidance and trust to interact.
  • 55. Don’t abuse it by broadcasting ‘because you can’
  • 56. Carry the same values from a receptionist answering the phone to direct marketing to advertising.</li></ul>Image: http://www.flickr.com/photos/scobleizer<br />
  • 57. Step 9: Measurement<br /><ul><li>Defined by business objectives.
  • 58. Scale (on-site/external)
  • 59. Number of conversations (on-site/external)
  • 60. Brand perception/NPS
  • 61. Contributions (UGC )
  • 62. Subscriptions (RSS/Email)
  • 63. Revenue .</li></ul>Image: http://www.flickr.com/photos/saz<br />
  • 64. Appendix 1: Recommended Reading:<br />Social Media Marketing:<br />Publishing:<br />Blog: Chris Brogan: http://www.chrisbrogan.com/<br />Blog: David Cushman: http://www.fasterfuture.blogspot.com/<br />Blog: Seth Godin: http://sethgodin.typepad.com/<br />Blog: Mark Earls: http://herd.typepad.com/<br />Blog: Neil Perkin: http://neilperkin.typepad.com/<br />Blog: Martin Belam: http://www.currybet.net/<br />Blog: Jeff Jarvis: http://www.buzzmachine.com<br />Radio:<br />Blog: Adam Bowie: http://www.adambowie.com/weblog/<br />Blog: James Cridland: http://james.cridland.net/<br />Blog: Adam Westbrook: http://adamwestbrook.wordpress.com/<br />Analytics/Measurement<br />Blog: Avinash Kaushik: http://www.kaushik.net/avinash/<br />Blog: KD Paine: http://kdpaine.blogs.com/<br />
  • 65. Appendix 2: Free tools:<br />Measurement:<br />Google Analytics (Free website analytics)<br />Yahoo Site Explorer (Inbound link measurement)<br />Google Blog Search (Good coverage, crap numbers)<br />Technorati (Good for finding blogs by subject)<br />Nielsen Blog Pulse (Reasonable buzz monitoring)<br />Trendrr (Reasonable buzz monitoring)<br />Facebook Lexicon (Track keywords on Facebook)<br />Twitter Search (Track keywords on Twitter)<br />Boardtracker (Forum discussion search)<br />Roll your own community website:<br />Ning: Create your own social network.<br />Laconi.ca: Open source alternative to Twitter.<br />Wordpress.org: Free Blogging/Content Management System.<br />InvisionFree: Free, standard forum software.<br />

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