Reaching the tipping point, <br />when should a brand build their own social community?<br />Graeme Harvey<br />Managing D...
The next 30 minutes?<br />Quick orientation on the big social network trends <br /> Case study 1 TUI TrekAmericaLive.com <...
Ups of Social Networking – July 2010<br />Facebook reaches<br />500 million users – July 2010<br /> World's biggest social...
Ups of Social Networking – June 2010<br />Twitter is seeing 6 billion API calls per day, or 70,000 per second.<br />That’s...
Ups of Social Networking <br />Facebook now the mainstream social network and platform<br />Brands use Facebook as a quick...
Facebook Top 5 Fan Pages<br />
Downs of Social Networking <br />	Hype cycle and fads<br />	Friends, connections, moving to another platform – peer 	press...
Key learning's<br />Facebook is a great channel  with a wide / deep user reach<br />Twitter is essential to  send quick no...
Reaching the tipping point, own social community - case studies<br />
TrekAmericaLive.com<br />Social Hub that brings past, present and potential trekkers together to share their experiences.<...
TrekAmericaLive.com<br />Already have more than 15,000 trekkers on Official Facebook Page<br />Integration with Facebook e...
Tipping point ....<br />Enhanced community experience<br />Personal profile page<br />Interactive map of tour<br />Invites...
Video
 Comment
 Blogs</li></li></ul><li>Own community contd.<br />Branding very important<br />Control of messages and content important ...
Facebook is important<br />Improve registrations via FBConnect<br />Content population upload and download FB<br />FB Shar...
Twitter is important too<br />Retweet  button linking back to community site content<br />Followers (trekkers) engage pres...
TrekAmerica.com rationale<br /><ul><li> Increase sales
 Better customer experience
 Control content and messages
 Trek branding not third party
 Discover the good and bad -communicate back to customers officially
 Understand the customer better (social analytics)
Upcoming SlideShare
Loading in …5
×

HuzuTech (Ad-Tech) Reaching the tipping point - when should a brand build their own social community?

6,124
-1

Published on

Reaching the tipping point - when should a brand build their own social community?

The concept of online community -- brands engaging directly with customers, prospects, stakeholders and even critics -- is still relatively new. Many brands understand the importance of online communities, but are nervous about relinquishing control of their customers to third party networks such as Twitter and Facebook. This presentation will examine the tipping point for brands who are understanding the importance of social media engagement, but who want more control over their communities. It will present case studies of brands that built their own online communities to address business needs such as customer service, or branded social networks for consumers.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
6,124
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

HuzuTech (Ad-Tech) Reaching the tipping point - when should a brand build their own social community?

  1. 1. Reaching the tipping point, <br />when should a brand build their own social community?<br />Graeme Harvey<br />Managing Director<br />HuzuTech<br />
  2. 2. The next 30 minutes?<br />Quick orientation on the big social network trends <br /> Case study 1 TUI TrekAmericaLive.com <br /> Case study 2 eircom soccerrepublic.ie<br />Checklist - when a brand should consider its own social community site or not<br />Questions and Answers <br />
  3. 3. Ups of Social Networking – July 2010<br />Facebook reaches<br />500 million users – July 2010<br /> World's biggest social network in just six years<br />July 2010 Guardian<br />
  4. 4. Ups of Social Networking – June 2010<br />Twitter is seeing 6 billion API calls per day, or 70,000 per second.<br />That’s 90 million Tweets per day!<br />September 2010 TechCrunch<br />
  5. 5. Ups of Social Networking <br />Facebook now the mainstream social network and platform<br />Brands use Facebook as a quick and easy way to reach millions of people<br />Twitter is the new dimension in messaging<br />Technology constantly developing and improving<br />
  6. 6. Facebook Top 5 Fan Pages<br />
  7. 7. Downs of Social Networking <br /> Hype cycle and fads<br /> Friends, connections, moving to another platform – peer pressure<br /> Social network operators not listening their audience needs <br /> Overuse of or ‘in your face’ advertising<br /> Spam (false friends request etc) and profile hacking<br />
  8. 8. Key learning's<br />Facebook is a great channel with a wide / deep user reach<br />Twitter is essential to send quick notifications to your customers / followers<br />Social media is here to stay, it’s now mainstream<br />Essential to feed fan’s, followers with new and exciting content and ideas frequently<br />Listen to your audience and act upon it!<br />Warning! Third party networks come and go – future proof your strategies<br />
  9. 9. Reaching the tipping point, own social community - case studies<br />
  10. 10. TrekAmericaLive.com<br />Social Hub that brings past, present and potential trekkers together to share their experiences.<br />Not in competition with Facebook, must be linked.<br />
  11. 11. TrekAmericaLive.com<br />Already have more than 15,000 trekkers on Official Facebook Page<br />Integration with Facebook essential – must be easy to share content between networks<br />Fan’s are interacting and connecting via Facebook<br />More later ....<br />
  12. 12. Tipping point ....<br />Enhanced community experience<br />Personal profile page<br />Interactive map of tour<br />Invites friends and family<br />Encourages connections<br />Upload content on the road<br /><ul><li>Pics
  13. 13. Video
  14. 14. Comment
  15. 15. Blogs</li></li></ul><li>Own community contd.<br />Branding very important<br />Control of messages and content important to improve conversion rate<br />Data to build better CRM<br />Social analytics to dig deep and understand needs better<br />Introduce bespoke rating functionally to promote best experiences to homepage<br />
  16. 16. Facebook is important<br />Improve registrations via FBConnect<br />Content population upload and download FB<br />FB Share button to user wall<br />Reaching potential new trekkers<br />Inviting friends to join with FB friends importer<br />Migrate users to a more fulfilling experience<br />
  17. 17. Twitter is important too<br />Retweet button linking back to community site content<br />Followers (trekkers) engage present, past, and during the trip<br />Great to get announcements to trekkers quickly and simply – ash cloud<br />
  18. 18. TrekAmerica.com rationale<br /><ul><li> Increase sales
  19. 19. Better customer experience
  20. 20. Control content and messages
  21. 21. Trek branding not third party
  22. 22. Discover the good and bad -communicate back to customers officially
  23. 23. Understand the customer better (social analytics)
  24. 24. Build a solid CRM
  25. 25. Future proof the community and database for when peers move to the next big network ...</li></li></ul><li>Soccerrepublic.ie<br />Social Hub that brings Republic of Ireland soccer fans together<br />Provides fans with latest content on the national team and relevant English Premiership matches.<br />Provided by team sponsor eircom<br />
  26. 26. Tipping point ....<br />No official community site for Republic of Ireland national team<br />100’s of fans online already and using eircom broadband services<br />eircom has access to content (news, pics and match videos)<br />Customers moving to other broadband service providers!<br />
  27. 27. Soccerrepublic.ie rationale<br /> Increase customer retention<br />Increase customer acquisition<br />Better customer experience<br />Deliver content<br />eircom branding not third party<br />Discover the good and bad -communicate back to customers officially<br />Deliver in-house advertising<br />Build CRM database of potential new customers<br />Integrate into eircom central portal – using SSO<br />Monetise rights further – Setanta sports<br />
  28. 28. Match day results ...<br /> Over 5m unique visits (by IP) from standing start in first 12 months<br /> 30,000 registered users with profiles <br /> 50,000 unique visits per week around qualifying matches <br />
  29. 29. Checklist of when a brand should consider their own social community site<br />
  30. 30. Checklist<br /><ul><li> Do you already have an existing audience?
  31. 31. Do you want to control the look n feel, data and advertising slots?
  32. 32. Would a community site fit with my brand?
  33. 33. Do you want to engage your customers directly online / listen to them?
  34. 34. Can I afford to fund the running costs of a community site?</li></ul>* Not for you? then consider using the large networks, be mindful of MySpace, Bebo etc.<br />
  35. 35. graeme.harvey@huzutech.com<br />www.huzutech.com<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×