Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11
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Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11



Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining ...

Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.



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  • March 2009 –‘Member Communities’2 has overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.
  • These are stats from 2009 and some from january 2010 for facebook
  • amework
  • These are stats from 2009 and some from january 2010 for facebook
  • These are stats from 2009 and some from january 2010 for facebook

Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11 Presentation Transcript

  • 1. Using Social Content to Build and Empower an Online Community
    Presented by
    Damien S. Navarro,
    CVO, Managing Partner
    Twitter @damiennavarro
    Follow @EMGtheagency
  • 2. What You’ll Learn
    What are the values of branded content and earned media
    Determine if a “Knowledge Center” might be a good approach
    Learn what forms and directions businesses are taking
    How to develop a content creation and promotional strategy
    Getting started
  • 3. Setting the Context & Relevance
  • 4. 4
    9 out of every 10 Internet users now visit a social networking site every month.
    (The comScore 2010 U.S. Digital Year in Review)
  • 5. 5
    Portals, Social Networking & Entertainment sites make up 47.2% most visited content destinations – email has dropped to 11%
    Facebook now accounts for 12.3% of time spent online in US (2010)
    comScore 2010 U.S. Digital Year in Review
  • 6. Setting the Context
    (March 2010 Pew Research)
  • 7. Teen Market Observations – Highlighted Trend
    “Teens need to feel inspired by the brands in which they invest their time and money.”1
    • Participation in social causes high among teens & collegians
    • 8. Nearly 75% have at least one cause they support or participate in
    • 9. Black, Hispanic, and Asian students tend to be more involved
    • 10. Students have a better of opinion of brands involved in causes that matter to them, and they prefer to buy products that give back to charitable organizations.
    1. Chasing Youth Culture And Getting It Right, Tina Wells, 2011
    All Others: The Ypulse Report – Social Causes, Ypulse Research, 2011
  • 11. Setting the Context
    • Google sites (including YouTube) account for 10% of time spent online
    • 12. Facebook & Twitter garner 1MM new users daily
    • 13. 66% of all adult internet users watch YouTube videos
    • 14. News and Education are #2 and #3 most watched
    • 15. Demographics between 26 – 44 are 60% of Facebook user base
    • 16. 77% of internet users read blogs
    (March 2010 Pew Research)
  • 17. Content is Influence | Setting the Context
    Over 1.2 Billion YouTube videos viewed per day
    20 hours of video uploaded to YouTube every minute
    13,000,000+ articles available on Wikipedia
    50 million Tweets per day, 600 Tweets per second on
    8 billion minutes spent on Facebook daily
    Over 20 billion photos on Facebook
    2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week on Facebook
  • 18. Mobile &
    May Change
    (March 2010 Pew Research)
  • 19. Why It’s Also Important – The C-level Perspective
    Global survey of 1,700 corporate executives found that 69% claim advantages of social media include:
    • Lower cost of doing business
    • 20. Better access to knowledge
    • 21. Increased marketing effectiveness
    • 22. Insight for developing more innovative products and services
    • 23. Higher revenue
    McKinsey Report 2010
  • 24. Social Content Can Fuel …
    Branded Entertainment
    Cause Marketing
    Public Relations
    Customer Service
    Loyalty Programs
    …and yes, Customer Acquisition too
  • 25. Paid, Shared & Owned vs. Earned Media (Social)
    (Paid Media)
    (Earned Media)
    Channels that Brands pay to leverage
    Traditional, Digital, Mobile Advertising
    The community drives the channel
    Social Content Contributors integrated with Brand hosted platforms
    (Shared & Owned Media)
    Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy
  • 26. 14
    Credit V. Miemis
  • 27. 15
    Traditional .edu and media targets here
  • 28. 16
    Branded Content and Earned Media Targets Here
  • 29. Getting Started – The Eco System
  • 30. The Business Case for Earned Media
    • Increase revenue by providing ‘premium’ services or insight
    • 31. Build stronger partnerships – “selling sideways”
    • 32. Customer & Agent recruitment, acquisition and retention
    • 33. “Customer Service” – overcoming objections, community selling, FAQ’s
    • 34. Industry Visibility & Organic Search Result Rankings
    • 35. Reputation management and positioning in the marketplace
    • 36. Publicity (PR) and Brand Awareness (Digital Footprint)
  • Guiding Principles
    The difference between “selling” and “helping” is only two letters, but the gap is in reality, much larger.
    The best – and most effective – social media programs aren’t based on promotions and message distribution. Instead, they revolve around removing friction and uncertainty for potential or current customers. It’s about marketing sideways, not marketing head-on.
    - Jay Baer
  • 37. Does the Brand…
    • Pride itself in being “in the know”?
    • 38. Have an active voice?
    • 39. Have a fan base who creates content FOR it?
    • 40. Take advantage of positive PR and battle negative PR?
    • 41. Support a cause?
    • 42. Establish trends?
  • Or is the Brand…
    • Out of touch, “old school” and/or boring?
    • 43. Having trouble creating engaging content?
    • 44. Struggling from the “silo” effect?
    • 45. Suffering from brand confusion or lack of awareness?
    • 46. Attempting to increase it’s digital footprint?
  • Own and BRAND the Knowledge Center
    • Works well with highly niche markets
    • 47. Increases visibility and relevancy online
    • 48. Authenticity and transparency is critical
    • 49. Put power in sub-groups/chapters/niches
    • 50. Harvest ideas and popular trends
    What we measure
    Search results
    Content Sharing & Downloads
  • 51. Which Content / Which Audience
    • Your audience is craving information and will pay for it
    • 52. Webinars
    • 53. Images
    • 54. Videos
    • 55. Podcasts
    • 56. Whitepapers
    • 57. Studies
    • 58. Which niche market could you experiment with
    • 59. Mom’s
    • 60. Seniors
    • 61. Parent
    • 62. Hispanic
    • 63. Asian
    • 64. GLBT
    • 65. Youth
  • Evolving the Relevance and Access to Content
    The Evolution of the ‘About Us’ Section
    Scottrade’s ‘About Us’
    • Company Profile
    • 66. PR
    • 67. Blog / Photos / Video
    • 68. Resources
    • 69. Sharing
  • Evolving the Relevance and Access to Content
    • Scottrade About Us
    • 70. Differentiator
  • Powering up the Community - Incentives
    • Harness “celebrities” and “ambassadors” to lead
    • 71. Monitor “search” trends to create more relevant content
    • 72. Challenge the community to engage – Create Milestones & Benchmarks
    • 73. Make content “valuable” and “sharable”
    • 74. Reward great content and ideas (scholarships, memberships)
  • 75. User Generated Content –Tasking & Rewarding
    • Most popular search on YouTube begins with “How To”
    • 76. Enable the members to battle the naysayers
    • 77. Grow digital real-estate and brand equity
    • 78. Sharing tools (marketing) extends the reach further*
    • 79. YouTube gives accessibility to national audience
    • 80. Mobile integration and sharing
    What we measure
    Awareness / Footprint
    Sharing of Content
    Chatter & Buzz
  • 81. Apps & Out-of-Box Technology: Making it Easy
    • Ability to write descriptors for meta-tag content is CRITICAL for SEO
    • 82. Can allow for mobile content sharing and creation
    • 83. Supports critical decision timeframes
    • 84. Give choices on formats and media type
    • 85. Capitalize on existing content to reach and opportunity audience
  • Powering up the Community - A Cause Approach
    • Empower the community to give back
    • 86. Huge multidisciplinary opportunity
    • 87. Challenge the community to create and share
    • 88. Call to actions and content targeting is critical
  • Defining a Content Strategy
    “Gut-check” Current brand position within the social space
    High-level analysis of social data over the last 90 days*
    Cursory brand, competitive and industry review
    Primary data source: Message boards, forums and posts
    • What level of visibility do you have within the social space
    • 89. Is there an opportunity to build a dynamic “earned media” platform and business model
  • Content Creation – Think Like a Publisher
    Reveal timely industry insights
    Respond to trends and popular topics
    Recognize staff, influencers and partners
    Ask questions, take suggestions and ideas
    Encourage content commentary
    What we measure
    Followers / Subscribers
    Content Syndication
  • 90. Content Promotion– Think Like a Publisher
    Implement Crowd sourcing for Ideation & Promotion
    • Tap the crowd
    • 91. Democratize your brand
    • 92. Brace yourself – be prepared to respond
    • 93. Lead by example
    • 94. Spread the word – go beyond digital
    • 95. Target key voices
  • 96. Content Creation, Delivery & Syndication
    Social networks
    Mobile Optimized Site / App (Future)
    Branded Content
    Main Site URL
    Third Party & Partners
  • 97. Personalizing Dynamic Content - Video
    Learn more about Everest Programs
  • 98. Personalizing Dynamic Content - Video
  • 99. Personalizing Dynamic Content - Video
  • 100. Opportunities – Our Findings
    Communicate “sideways” to strengthen the relationship with the consumer
    Paid media (e.g., search, display ad) is highly competitive.
    Original and sponsored dynamic content in a strong community presence can help monetize ad budgets and create long term value.
    Potential Tactics
    Maximize momentum of brand awareness around press/news releases
    Sustain presence in between press releases via active participation
    Actively counter-act negative sentiment where appropriate
    Build brand reputation, trust and credibility through original content
    Intercept the consumer at vulnerable decision points
  • 101. Measuring Success
  • 102. Social Media Intelligence & Monitoring
    Critical information from social network interactions and large data flows that can enable companies to:
    • Be more aware of their reputation
    • 103. Anticipate and predict performance
    • 104. Identify valuable partners and loyalists
    • 105. Launch into the marketplace at greater speed / lower cost
    • 106. Respond to immediate events and trends
    • 107. Generate more business
  • Evaluating Your Impact & Reach
    • Standard Awareness Metrics – Tracking impressions, video views, page views created through social campaigns
    • 108. Revenue – Either direct (PPV) or in-direct (memberships)
    • 109. Quality of Audience – How does social media traffic rank in terms of quality compared to others sources of traffic?
    • 110. Engage/Disengage Ratio – With respect to social profiles, tracking drop-off or lack of engagement in “fans” and followers
  • Evaluating Your Impact & Reach
    • Actions Taken - Create promotions, events, and tasks specific to an audience or campaign
    • 111. “Customer Service” Metrics – How do you measure the success of other customer service or reduction in FAQ’s, e-mail, etc.?
    • 112. Volume of Conversation – Did you create something that got people talking? What is the volume of that conversation, the influence?
  • Next Steps
  • 113. Getting Started – Workshop Ideas
    • Opportunities for new revenue streams (e-Commerce)
    • 114. How much should we budget? ($, Time & Resources)
    • 115. Feasible goals
    • 116. How far should we experiment?
    • 117. Key Performance Indicators
    • 118. What’s free? For members? Premium?
  • Getting Started – Workshop Ideas
    Who owns the process?
    How is content produced? Approved?
    How is content managed, stored?
    Who is the primary audience? Secondary?
    How can you identify a new “opportunity” audience?
    What are they used to seeing? Searching for? Mediums?
    What content will be most relevant?
  • 119. Getting Started – Workshop Ideas
    How will you reward? Incentivize?
    How will you promote? --- E-mail? PPC? WOM? USC?
      Custom, 3rd Party or Integrated Platform
    Social Intelligence – What are you looking for?
    What happens if this takes off? How will roles transition? Prepare for the best and the worst…
  • 120. Q&A
  • 121. My Top Ten
    Identify your audience and business needs first (*it’s not you)
    Gain momentum through small, measurable, experiments
    Be honest when evaluating what you’re capable of sustaining
    Look across alternative industries
    Observe what the audience is watching, sharing and creating
    Leverage your resources – talent?
    Task and reward the community to promote
    Protect your users – protect your brand
    Continually monitor, measure and manage your community
    Silence the “Devil’s Advocate”
  • 122. 48
    Thank You!
    Contact us today to learn how EMG can apply it’s expertise in building and branding knowledge centers and more to a number of your campaigns!Toll Free: (866) 62-EARTH