Your SlideShare is downloading. ×
Association National Advertisers Social Media presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Association National Advertisers Social Media presentation

609

Published on

NYC 2/11/09

NYC 2/11/09

Published in: Business, News & Politics
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
609
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Whats all the buzz about social media hey? The ultimate community, people starting to act more as a community online, not just using internet to get info, now sharing info and helping each other buy products, major impact for marketers, business is all of a sudden becoming personal! Marketers role not just to deliver information but to help customers connect and have conversations about the experience your product enables.
  • Transcript

    • 1. Social Media & Online Community Gavin Nathan, Social Media Evangelist [email_address] 781 328 2917
    • 2. Agenda
    • 3. Who’s Mzinga?
    • 4. Agenda
    • 5. The Groundswell = new opportunities People fundamentally changing their online behavior – business is becoming personal Role of marketing shifting from disseminating information to facilitating online conversations
    • 6. What’s the business value of being social? Customers who use community & social media to engage with businesses… 2007, Forum One Networks
      • Spend 54% more than non-community users
        • Report good experiences in forums 2x more often than in calls or mail
      Remain customers 50% longer than non-community users
    • 7. Agenda
    • 8. What are the opportunities?
      • Generate more leads
      • Give thought leaders a voice and invite commentary
      • Generate more two-way communication online
      Customer Lifecycle
    • 9. Generating Leads
      • Business Benefits:
      • Increased product launch press coverage
      • Increased search engine optimization
      • Direct access to market research & business intelligence
      • WOM marketing through the cruise ship blogosphere post event…
    • 10. Thought Leadership
    • 11. What are the opportunities?
      • Generate more leads
      • Give thought leaders a voice and invite commentary
      • Generate more two-way communication online
      • Speed innovation & market research
      • Capture customer insights
      • Enable people to submit and collaborate on ideas
      • Put your product roadmap online for collaboration
      Customer Lifecycle
    • 12. Market Research
    • 13. Actionable Insights
    • 14. Innovation
    • 15. What are the opportunities?
      • Generate more leads
      • Give thought leaders a voice and invite commentary
      • Generate more two-way communication online
      • Speed innovation & market research
      • Capture customer insights
      • Enable people to submit and collaborate on ideas
      • Put your product roadmap online for collaboration
      • Increase WOM marketing
      • Leverage existing customer commentary to attract new customers
      • Encourage people to rate and review content and products
      Customer Lifecycle
    • 16.
    • 17. Enabling WOM marketing www.menshealthpd.com
    • 18. What are the opportunities?
      • Generate more leads
      • Give thought leaders a voice and invite commentary
      • Generate more two-way communication online
      • Speed innovation & market research
      • Capture customer insights
      • Enable people to submit and collaborate on ideas
      • Put your product roadmap online for collaboration
      • Increase WOM marketing
      • Leverage existing customer commentary to attract new customers
      • Encourage people to rate and review content and products
      • Build brand loyalty
      • Enable customers to network with each other and your employees
      • Streamline customer communications
      • Use customer community to get instant feedback on NPD plans
      Customer Lifecycle
    • 19. Brand Loyalty
    • 20. Brand Loyalty
    • 21. Brand Loyalty
    • 22. What are the opportunities?
      • Generate more leads
      • Give thought leaders a voice and invite commentary
      • Generate more two-way communication online
      • Speed innovation & market research
      • Capture customer insights
      • Enable people to submit and collaborate on ideas
      • Put your product roadmap online for collaboration
      • Increase WOM marketing
      • Leverage existing customer commentary to attract new customers
      • Encourage people to rate and review content and products
      • Build brand loyalty
      • Enable customers to network with each other and your employees
      • Streamline customer communications
      • Use customer community to get instant feedback on NPD plans
      • Improve Customer Support
      • Reduce response rates to customer issues
      • Unearth product issues faster
      • Enable customers to self-support each other
      Customer Lifecycle
    • 23. Customer Support
      • Business Benefits:
      • Reduced Sync support costs
      • Faster customer response times
      • Direct access to market research
    • 24.
    • 25. Agenda
    • 26. How will you ensure success?
    • 27. Social Media Strategy – 7 Components
      •  
      • Community Membership Acquisition & Retention Plan
      • Target membership and desired interaction, acquisition (marketing) and retention, member ROI, and competition (other communities, other calls for target membership attention).
      • Strategy – Business Objectives Definition
      • The defined vision of the social media initiative and alignment with corporate strategy, business and financial goals and objectives of the initiative. Identification of documentation, decision making, ownership, policies, roles and responsibilities as related to community initiative.
      • Ongoing Community Management Plan
      • The plan for ongoing day-to-day community health – the “care and feeding” of the community. Usually supports pro-active community management and growth via community engagement and development, and alignment of the community to meet the community strategy & objectives.
      • Membership Communication Plan
      • Defines the methods and modes of communication to the membership for all phases of the community lifecycle.
      •  
      • Moderation Plan
      • Defines level and type of moderation, such as proactive scan or reactive moderation, use of word filtering, acceptable practices, and policies (such as TOS, violation reporting, and use of UGC).
      • Content Plan / Programming Schedule
      • The plan for sourcing and use of content - new & existing, internal & external, expert & user generated, static & event based.
      •  
      • Tools / Rollout Plan
      • The software and infrastructure enabling the social media initiative, includes rollout (all-inclusive) and future plans.
    • 28. How will people respond to social media? Forums added Commenting added Profiles added (diverted traffic from posting activity) Profiles actually increased traffic over time as people became more comfortable with new features TalkBack widget added to link Comments to Users
    • 29. What do your users want?
    • 30. Who will manage this? “ Technology is a commodity and what really is going to count is strategy, service, support, and knowhow.” Jeremiah Owyang – Forrester Research
    • 31. What’s a Community Manager?
    • 32. How will you moderate?
        • Global, multi-lingual moderators help protect your brand & reduce risks
      Online conversations Member Flags Determines member access rights & status Email Alerts & Status Flags Moderation Queue
      • Word Filters
      • Profanity
      • Watch Words
      • HTML Purification
      Mzinga Social Media Solution Your Brand Pre-moderation Submitted content reviewed prior to posting; safe content posted to live site Response Moderation & Proactive Scanning Filtered content posted without advance review; moderators monitor live site for violations Flexible service options Content Seeding Our moderators populate your site with content to keep participation active
    • 33. Robust Moderation Tools Scrub content, before it’s posted Designate member status & access rights Bozo These members see their posts, but others do not Voice Posts automatically bypass pre-moderation queue Probation Submitted posts entered into queue for review Gagged Allowed to access the community, but CANNOT post
      • Locked out
        • Prohibited from entering the community
      Profanity Force member to revise post, or we will automatically block out the word (####) Watch Words Posts with specific words will prompt an email notification (for market research) HTML Purification Blocks malicious code or scripts; protects members
    • 34. How will you measure success? Users UGC Contextual Content Social Activities
      • Sample Use-Cases:
      • Who are our most enthusiastic and influential customers?
      • How is the vibrancy of our community trending?
      • What are the hottest topics?
      • How successful are we at guiding the conversation?
    • 35. How do you create social media? … and more AND / OR Your existing website, intranet, etc. Mzinga Destination Community Your Brand Mzinga Social Media Elements Enterprise SaaS Platform
        • Reporting & Analytics
        • Object Moderation
      Registration l (SSO) l Branding l Profiles l Word Filters l RSS l Search Widgets, APIs, templates Templates, widgets & direct links
    • 36. Agenda
    • 37. Like to share ideas on social media? Gavin Nathan [email_address] 781 328 2917

    ×