Community Engagement: Managing Communities Across Digital Embassies
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Community Engagement: Managing Communities Across Digital Embassies

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Community engagement is at the core of social media. "Digital Embassies" such as your organization's presence on Facebook and Twitter must not only be launched but managed. This slideshow provides a ...

Community engagement is at the core of social media. "Digital Embassies" such as your organization's presence on Facebook and Twitter must not only be launched but managed. This slideshow provides a strategic framework for the large enterprise to follow.

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Community Engagement: Managing Communities Across Digital Embassies Community Engagement: Managing Communities Across Digital Embassies Presentation Transcript

  • Community Engagement Managing Communities Across Digital Embassies  EdelmanDigital.com    |  @edelmandigital    
  • The  current  digital  media   OWNED landscape  is  an  overlapping       proper1es mix  of  paid,  owned,  earned   proper=es  combined  with   EARNED   the  emergence  of  pervasive   media   social  pla8orms.   2   edelmandigital.com
  • DIGITAL   PROPERTIES   WEBSITES   CUSTOM  BUILT  PORTALS   INTERNAL/ENTERPRISE   OWNED   proper1es   EARNED   media   Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   3   edelmandigital.com
  • DIGITAL   RICH  MEDIA  CONTENT     PROPERTIES   ADVERTISING   WEBSITES   BANNERS   CUSTOM  BUILT  PORTALS   DISPLAY   INTERNAL/ENTERPRISE   PAID   ENDORSEMENTS   OWNED   PAID   proper1es   media   Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   4   edelmandigital.com
  • DIGITAL   RICH  MEDIA  CONTENT     PROPERTIES   ADVERTISING   WEBSITES   BANNERS   CUSTOM  BUILT  PORTALS   DISPLAY   INTERNAL/ENTERPRISE   PAID   ENDORSEMENTS   OWNED   PAID   proper1es   media   PARTNERSHIPS   INFLUENCER  NETWORKS   BRANDED  ENTERTAINMENT   NICHE  PLATFORMS   EARNED   media   Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   5   edelmandigital.com
  • DIGITAL   RICH  MEDIA  CONTENT     PROPERTIES   ADVERTISING   WEBSITES   BANNERS   CUSTOM  BUILT  PORTALS   DISPLAY   INTERNAL/ENTERPRISE   PAID   ENDORSEMENTS   OWNED   PAID   EMBASSIES   proper1es   media   PARTNERSHIPS   INFLUENCER  NETWORKS   BRANDED  ENTERTAINMENT   NICHE  PLATFORMS   SOCIAL EARNED   pla8orms   media   OUTPOSTS   RELEVANT  MESSAGE  BOARDS   Source: BLOGOSPHERE   Edelman 2010, edelmandigital.com Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   INFLUENCER  ENGAGEMENT   6   edelmandigital.com
  • DIGITAL   RICH  MEDIA  CONTENT     PROPERTIES   ADVERTISING   WEBSITES   BANNERS   CUSTOM  BUILT  PORTALS   DISPLAY   INTERNAL/ENTERPRISE   PAID   ENDORSEMENTS   OWNED   PAID   EMBASSIES   proper1es   media   PARTNERSHIPS   INFLUENCER  NETWORKS   BRANDED  ENTERTAINMENT   NICHE  PLATFORMS   SOCIAL EARNED   pla8orms   media   OUTPOSTS   RELEVANT  MESSAGE  BOARDS   Source: Social Engagement BLOGOSPHERE   Edelman 2010, edelmandigital.com Concentrated Here Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   INFLUENCER  ENGAGEMENT   7   edelmandigital.com
  • Edelman  2012   What is Social Engagement? 8   edelmandigital.com
  • “Social  Engagement”  is  a   con=nuous  set  of  interac=ons,   communica=ons,  and  par=cipatory  behaviors   between  individuals  seeking  meaningful   connec=ons  to  others.   For  organiza=ons,  this  leads  to  a  more  engaged   community,  loyal  customers,  stronger  brand   affinity,  and  measurable  outcomes  which   demonstrate  mutual  gain  for  all  stakeholders.   9   edelmandigital.com
  • Edelman  2012   Embassies, Ambassadors & Envoys 10   edelmandigital.com
  • Embassies:  Your  Home  Away  from  Home   Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them. 11   edelmandigital.com
  • Domains  Are  Owned:  Embassies  Are  Managed   Domains You Control (Internal & External) Owned Digital Properties (on-domain) 12   edelmandigital.com
  • Domains  Are  Owned:  Embassies  Are  Managed   Domains You Control (Internal & External) Public Ecosystems You Establish Embassies In Owned Digital Properties (on-domain) Managed Digital Properties (off-domain) 13   edelmandigital.com
  • Embassies  Have  Ambassadors:  Outposts  Need  Envoys   Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”— properties that are not owned or controlled by the business, brand or organization. 14   edelmandigital.com
  • Edelman  2012   What is Community Management? 15   edelmandigital.com
  • Community Management is the act of engaging members of a specific group in a participatory fashion. Community Managers fall under the “ambassador” category of the organization, representing the brand or business in a specific community ecosystem. Communities form around shared interests and participants seek ~Suzanne Marlatt, Community Manager for value from them. EdelmanDigital.com & Edelman Digital embassies 16   edelmandigital.com
  • The  Engagement  MaVers  More  Than  The  Avatar   17   edelmandigital.com
  • Community  Management  Roles  By  Domain   On-Domain, Owned or Earned (Website, or Facebook etc.) Role: Ambassador As an ambassador the community manager(s) maintain the on and off domain digital properties. * Charles Schwab is an Edelman client 18   edelmandigital.com
  • Community  Management  Roles  By  Domain   On-Domain, Owned or Earned Off-Domain, Not Owned (Website, or Facebook etc.) (Message boards, blogosphere, etc.) Role: Ambassador Role: Envoy As an ambassador the community manager(s) maintain the on and off domain digital properties. The community manager(s) act as envoy(s) when performing outreach or engaging in non- * Charles Schwab is an Edelman client owned, off domain outposts. 19   edelmandigital.com
  • Five  C ’s  Which  Deliver  “Life1me  Value”   Content: Value provided through ongoing narrative (stories) which educates, inspires, informs and connects community members. Context: Value provided by deep understanding of how participants within community want to engage and the tools they Source: David Armano, use to do so. Edelman 2010, edelmandigital.com Connectivity: Value provided by connecting members of community in mutually beneficial ways. Continuity: Value provided by sustaining efforts over time, ensuring that community is healthy and productive. Collaboration: Value established through collaborative efforts of participants who share, co-create and edit each others efforts. 20   edelmandigital.com
  • 5 Steps Toward Community Engagement 21   edelmandigital.com
  • Step  One:  Assess  Community  Needs  &  Interests   This  is  a  product   22   edelmandigital.com
  • Step  Two:  Develop  Rules  Of  Engagement   Source: David Armano, Edelman 2010, edelmandigital.com 23   edelmandigital.com
  • Step  Three:  Iden1fy  Right  Managers  For  YOUR  Community     This  is  a  product   *eBay, RIM/BlackBerry and AXE are Edelman clients 24   edelmandigital.com
  • Step  Four:  Establish  Internal  &  External  Process   Social  Ecosystems   (Facebook,  TwiVer   message  boards,  forums,    blogs,  etc.)   Listen   Assess   Process  For  External  Ac1vi1es   Engage   Measure  &  Modify   This  is  a  product   Process  For  Internal  Func1ons   Submit   Evaluate   Schedule   Publish   Source: David Armano, Edelman 2010, edelmandigital.com Employees  &  Partners   25   edelmandigital.com
  • Step  Five:  Train,  Equip  &  Deploy  (TED)   Articulate: Able to communicate effectively in a variety of media Social: Engages in authentic conversations and interactions Professional: Acts as a responsible ambassador of brand/org Adaptable: Can make decisions quickly, handle crisis situations Enthusiastic: Energetic, passionate and engaged in relevant topics This  iConnected: Has ties to the right people within community s  a  product   Organized: Can keep track of data, relationships, content calendars, and a variety of assets essential to maintaining community * RIM/BlackBerry is an Edelman client 26   edelmandigital.com
  • Edelman  2012   Do’s & Don'ts of Community Engagement 27   edelmandigital.com
  • Do:  Engage  Community  Members  Directly   * Adobe is an Edelman client 28   edelmandigital.com
  • Do:  Encourage  Par1cipa1on   * Huggies is an Edelman client 29   edelmandigital.com
  • Do:  Escalate  Important  Issues  To  Appropriate  Prac1ce/Channel   30   edelmandigital.com
  • Do:  Make  It  Conversa1onal   * AXE is an Edelman cllient 31   edelmandigital.com
  • Don’t:  Forget  To  Self  Iden1fy   This  is  a  product   32   edelmandigital.com
  • Don’t:  Delete  Comments  You  Don’t  Like   33   edelmandigital.com
  • Don’t:  Be  Rude  (Even  When  They  Are)   34   edelmandigital.com
  • Edelman  2012   Can This Be Measured? 35   edelmandigital.com
  • Two  Macro  Outcomes   Edelman  2012   Behavior Change and/or Economic Success 36   edelmandigital.com
  • Behavioral  Change  Includes:   • Raising • Driving trial awareness • Inspiring action: • Shifting attitudes Do more or Do less and change • Recommending stakeholder (e.g. net promoter perceptions score) 37   edelmandigital.com
  • Economic  Success  Includes   • Increasing sales • Growing shareholder value or share price • Growing market share (or brand • Increasing reputation preference share) and image (via external rankings, stock • Return on marketing price) investment • Increasing the lifetime value of a customer (brand loyalty) 38   edelmandigital.com
  • Example:  Raising  Awareness   Edelman  2012   39   edelmandigital.com
  • Example:  Increasing  Brand  Loyalty   Over 100k connections in the first week *United is an Edelman client 40   edelmandigital.com
  • Example:  Growing  Market  Share   Edelman  2012   Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community 41   edelmandigital.com
  • Edelman  2012   How Does Community Engagement Fit In Your Org? 42   edelmandigital.com
  • Community  Managers  Can  Be  Employee  And/Or  Embedded   Community Community Engagement via Engagement via employees partners To members of the community, the distinction matters less if indisputable value is being provided consistently, ethically and authentically. 43   edelmandigital.com
  • Fi`ng  Community  Engagement  Into  The  Org:  External  Partnership   PR/   Marke1ng   Legal   Corp   HR   Outsourced   IT   R&D   Sales   Direct  reports   Partners   DoVed  line   Source: David Armano, Edelman 2010, edelmandigital.com This  is  a  product   Social  Media   Technology  &   Paid  Media   Development   Community   Content     Manager   Strategist   44   edelmandigital.com
  • Fi`ng  Community  Engagement  Into  The  Org:  Internal  Integra1on   PR/   Marke1ng   Legal   Corp   HR   On  Staff   IT   R&D   Sales   Direct  reports   Social  Media   DoVed  line   Manager   Source: David Armano, Edelman 2010, edelmandigital.com On  Staff   Director  of   Community   Partners   Engagement   Community   Community   Manager   Strategy     Implementa1on   Manager   45   edelmandigital.com
  • Summary   • Empowered • TED: Train, Equip & employees act as Deploy community ambassadors managers on social platforms • Community engagement leads to • Success measured both lifetime value for economic & behavioral multiple stakeholders • Organizational • Community managers implications between PR, required to engage marketing & coordination community with steering committee 46   edelmandigital.com
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