• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Building & Leveraging Online Communities: A Case Study
 

Building & Leveraging Online Communities: A Case Study

on

  • 2,832 views

See how the Columbus Marathon has built, sustained and leveraged a vibrant, interactive online community. By providing a hub for marathon participants and supporters, the marathon has used social ...

See how the Columbus Marathon has built, sustained and leveraged a vibrant, interactive online community. By providing a hub for marathon participants and supporters, the marathon has used social media to achieve the event's overall goals.

Statistics

Views

Total Views
2,832
Views on SlideShare
2,184
Embed Views
648

Actions

Likes
1
Downloads
33
Comments
0

8 Embeds 648

http://prtini.com 382
http://gebencommunication.com 186
http://feeds.feedburner.com 39
http://geben.3lsites.com 23
http://greatprblogs.collected.info 13
http://paper.li 3
http://mail.onemcr.co.uk 1
http://translate.googleusercontent.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Building & Leveraging Online Communities: A Case Study Building & Leveraging Online Communities: A Case Study Presentation Transcript

    • Building, Sustaining & Leveraging Online Communities #SMIATL Heather Whaling • @prTini [email_address] prTini.com facebook.com/GebenCommunication
    • Columbus Marathon: a social media case study
    • Priorities
      • Communicate with marathoners/supporters when & where they want
      • Foster engagement with & between marathoners
      • Take the “scare” factor out of marathoning
      • Sustain Columbus Marathon community year round
      • Improve customer service
    • Nail the Basics nail the basics
      • facebook.com/columbusmarathon
      • Off season: Update 4-5 times per week
      • Training season: Update twice daily
      • Emphasis on facilitating conversation among marathoners
      • @cbusmarathon
      • Limit: 3-4 scheduled tweets per day
      • Focus on being conversational, providing moral support
      • Heavy use of lists & local search
    • www.columbusmarathon.com/blog
      • “ Maintenance mode” during off season
      • Blogging team provides real-life perspective.
      • Bloggers include:
        • Board member/sponsor
        • Local media personality
        • Mom walking to lose pregnancy weight
        • First-timer
      • 2-3 posts per week
      • 30 Tips, 30 Days ( see here )
    • after you nail the basics, add some sizzle
    • RunFest
      • Kick-off training season with family-friendly, outdoor event
        • Entertainment, food, training clinics
      • Added social in 2010
        • Facebook event
        • Facebook ads
        • Blogger outreach
    • Virtual Scavenger Hunt
      • Drive traffic to the new website
      • Establish new connections with potential marathon runners/walkers
      • Offer positive reinforcement for participants, in the midst of grueling training
      • http://bit. ly/CbusMarathonHunt
    •  
    • Ask the Race Director
      • Live broadcast on Ustream
      • Solicited questions on Facebook,Twitter, blog & enewsletter
      • 45 minutes, over lunch hour
    • day-of interactions
    • Results
      • 2010 race sold out faster than ever
      • 2011 registration pacing ahead of 2010
      • 37% of columbusmarathon.com traffic in 2010 was referred by social media
      • Facebook referrals increased 95% from 2009 to 2010
      • Improved customer service by responding to 25+ Facebook questions the week of the marathon
      • Heather Whaling • @prTini
      • www.GebenCommunication.com
      • [email_address]
      • @CbusMarathon
      • facebook.com/ColumbusMarathon
      • www.columbusmarathon.com
      • subscribe to my blog:
      • bit.ly/prTini
      Collaboration. Integration. Social Good.