Community Engagement
 Managing Communities Across Digital Embassies


	
  EdelmanDigital.com	
  	
  |	
  @edelmandigital	
...
The	
  current	
  digital	
  media	
  
         OWNED
        landscape	
  is	
  an	
  overlapping	
  
                   ...
DIGITAL	
  
          PROPERTIES	
  
               WEBSITES	
  
CUSTOM	
  BUILT	
  PORTALS	
  
 INTERNAL/ENTERPRISE	
  

...
DIGITAL	
                         RICH	
  MEDIA	
  CONTENT	
  	
  
          PROPERTIES	
                                 ...
DIGITAL	
                         RICH	
  MEDIA	
  CONTENT	
  	
  
          PROPERTIES	
                                 ...
DIGITAL	
                          RICH	
  MEDIA	
  CONTENT	
  	
  
           PROPERTIES	
                               ...
DIGITAL	
                          RICH	
  MEDIA	
  CONTENT	
  	
  
           PROPERTIES	
                               ...
Edelman	
  2012	
  
   What is
   Social
   Engagement?




8	
              edelmandigital.com
“Social	
  Engagement”	
  is	
  a	
  
        con=nuous	
  set	
  of	
  interac=ons,	
  
        communica=ons,	
  and	
  ...
Edelman	
  2012	
  
   Embassies,
   Ambassadors
   & Envoys




10	
             edelmandigital.com
Embassies:	
  Your	
  Home	
  Away	
  from	
  Home	
  


                                                     Embassies ar...
Domains	
  Are	
  Owned:	
  Embassies	
  Are	
  Managed	
  
         Domains You Control (Internal & External)




   Owne...
Domains	
  Are	
  Owned:	
  Embassies	
  Are	
  Managed	
  
         Domains You Control (Internal & External)       Publi...
Embassies	
  Have	
  Ambassadors:	
  Outposts	
  Need	
  Envoys	
  


Envoys are
employees, agents or
members of the
publi...
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 fa...
The	
  Engagement	
  MaVers	
  More	
  Than	
  The	
  Avatar	
  




17	
                             edelmandigital.com
Community	
  Management	
  Roles	
  By	
  Domain	
  
         On-Domain, Owned or Earned
         (Website, or Facebook et...
Community	
  Management	
  Roles	
  By	
  Domain	
  
         On-Domain, Owned or Earned                                  ...
Five	
  C ’s	
  Which	
  Deliver	
  “Life1me	
  Value”	
  
                                                    Content: Va...
5
         Steps Toward
          Community
         Engagement


21	
                    edelmandigital.com
Step	
  One:	
  Assess	
  Community	
  Needs	
  &	
  Interests	
  




         This	
  is	
  a	
  product	
  



22	
    ...
Step	
  Two:	
  Develop	
  Rules	
  Of	
  Engagement	
  




                                                  Source: Dav...
Step	
  Three:	
  Iden1fy	
  Right	
  Managers	
  For	
  YOUR	
  Community	
  	
  




                         This	
  is...
Step	
  Four:	
  Establish	
  Internal	
  &	
  External	
  Process	
  
            Social	
  Ecosystems	
  
           (Fa...
Step	
  Five:	
  Train,	
  Equip	
  &	
  Deploy	
  (TED)	
  
                  Articulate: Able to communicate effectively...
Edelman	
  2012	
  
   Do’s & Don'ts of
   Community
   Engagement




27	
                  edelmandigital.com
Do:	
  Engage	
  Community	
  Members	
  Directly	
  




         * Adobe is an Edelman client



28	
                   ...
Do:	
  Encourage	
  Par1cipa1on	
  




         * Huggies is an Edelman client



29	
                                   ...
Do:	
  Escalate	
  Important	
  Issues	
  To	
  Appropriate	
  Prac1ce/Channel	
  




30	
                              e...
Do:	
  Make	
  It	
  Conversa1onal	
  




         * AXE is an Edelman cllient



31	
                                   ...
Don’t:	
  Forget	
  To	
  Self	
  Iden1fy	
  




         This	
  is	
  a	
  product	
  



32	
                         ...
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      an...
Behavioral	
  Change	
  Includes:	
  


         • Raising                          • Driving trial
         awareness    ...
Economic	
  Success	
  Includes	
  

         • Increasing sales                 • Growing shareholder
                   ...
Example:	
  Raising	
  Awareness	
  



                             Edelman	
  2012	
  




39	
                edelmandi...
Example:	
  Increasing	
  Brand	
  Loyalty	
  




                     Over 100k connections in the first week

*United i...
Example:	
  Growing	
  Market	
  Share	
  



                                   Edelman	
  2012	
  


Empowered By Open C...
Edelman	
  2012	
  
  How Does Community
  Engagement Fit In
  Your Org?




42	
                   edelmandigital.com
Community	
  Managers	
  Can	
  Be	
  Employee	
  And/Or	
  Embedded	
  




                          Community          ...
Fi`ng	
  Community	
  Engagement	
  Into	
  The	
  Org:	
  External	
  Partnership	
  


                                 ...
Fi`ng	
  Community	
  Engagement	
  Into	
  The	
  Org:	
  Internal	
  Integra1on	
  


                                  ...
Summary	
  

         • Empowered                    • TED: Train, Equip &
         employees act as               Deploy ...
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@edelmandigital
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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 strategic framework for the large enterprise to follow.

Published in: Business

Community Engagement: Managing Communities Across Digital Embassies

  1. 1. Community Engagement Managing Communities Across Digital Embassies  EdelmanDigital.com    |  @edelmandigital    
  2. 2. 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
  3. 3. DIGITAL   PROPERTIES   WEBSITES   CUSTOM  BUILT  PORTALS   INTERNAL/ENTERPRISE   OWNED   proper1es   EARNED   media   Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   3   edelmandigital.com
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. Edelman  2012   What is Social Engagement? 8   edelmandigital.com
  9. 9. “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
  10. 10. Edelman  2012   Embassies, Ambassadors & Envoys 10   edelmandigital.com
  11. 11. 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
  12. 12. Domains  Are  Owned:  Embassies  Are  Managed   Domains You Control (Internal & External) Owned Digital Properties (on-domain) 12   edelmandigital.com
  13. 13. 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
  14. 14. 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
  15. 15. Edelman  2012   What is Community Management? 15   edelmandigital.com
  16. 16. 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
  17. 17. The  Engagement  MaVers  More  Than  The  Avatar   17   edelmandigital.com
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 5 Steps Toward Community Engagement 21   edelmandigital.com
  22. 22. Step  One:  Assess  Community  Needs  &  Interests   This  is  a  product   22   edelmandigital.com
  23. 23. Step  Two:  Develop  Rules  Of  Engagement   Source: David Armano, Edelman 2010, edelmandigital.com 23   edelmandigital.com
  24. 24. Step  Three:  Iden1fy  Right  Managers  For  YOUR  Community     This  is  a  product   *eBay, RIM/BlackBerry and AXE are Edelman clients 24   edelmandigital.com
  25. 25. 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
  26. 26. 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
  27. 27. Edelman  2012   Do’s & Don'ts of Community Engagement 27   edelmandigital.com
  28. 28. Do:  Engage  Community  Members  Directly   * Adobe is an Edelman client 28   edelmandigital.com
  29. 29. Do:  Encourage  Par1cipa1on   * Huggies is an Edelman client 29   edelmandigital.com
  30. 30. Do:  Escalate  Important  Issues  To  Appropriate  Prac1ce/Channel   30   edelmandigital.com
  31. 31. Do:  Make  It  Conversa1onal   * AXE is an Edelman cllient 31   edelmandigital.com
  32. 32. Don’t:  Forget  To  Self  Iden1fy   This  is  a  product   32   edelmandigital.com
  33. 33. Don’t:  Delete  Comments  You  Don’t  Like   33   edelmandigital.com
  34. 34. Don’t:  Be  Rude  (Even  When  They  Are)   34   edelmandigital.com
  35. 35. Edelman  2012   Can This Be Measured? 35   edelmandigital.com
  36. 36. Two  Macro  Outcomes   Edelman  2012   Behavior Change and/or Economic Success 36   edelmandigital.com
  37. 37. 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
  38. 38. 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
  39. 39. Example:  Raising  Awareness   Edelman  2012   39   edelmandigital.com
  40. 40. Example:  Increasing  Brand  Loyalty   Over 100k connections in the first week *United is an Edelman client 40   edelmandigital.com
  41. 41. Example:  Growing  Market  Share   Edelman  2012   Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community 41   edelmandigital.com
  42. 42. Edelman  2012   How Does Community Engagement Fit In Your Org? 42   edelmandigital.com
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Follow us @edelmandigital
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