Your SlideShare is downloading. ×
0
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
Building & Leveraging Online Communities: A Case Study
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

Building & Leveraging Online Communities: A Case Study

2,575

Published on

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.

Published in: Sports, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,575
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
35
Comments
0
Likes
1
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

Transcript

  • 1. Building, Sustaining & Leveraging Online Communities #SMIATL Heather Whaling • @prTini [email_address] prTini.com facebook.com/GebenCommunication
  • 2. Columbus Marathon: a social media case study
  • 3. 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
  • 4. Nail the Basics nail the basics
  • 5.
    • facebook.com/columbusmarathon
    • Off season: Update 4-5 times per week
    • Training season: Update twice daily
    • Emphasis on facilitating conversation among marathoners
  • 6.
    • @cbusmarathon
    • Limit: 3-4 scheduled tweets per day
    • Focus on being conversational, providing moral support
    • Heavy use of lists & local search
  • 7. 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 )
  • 8. after you nail the basics, add some sizzle
  • 9. RunFest
    • Kick-off training season with family-friendly, outdoor event
      • Entertainment, food, training clinics
    • Added social in 2010
      • Facebook event
      • Facebook ads
      • Blogger outreach
  • 10. 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
  • 11.  
  • 12. Ask the Race Director
    • Live broadcast on Ustream
    • Solicited questions on Facebook,Twitter, blog & enewsletter
    • 45 minutes, over lunch hour
  • 13. day-of interactions
  • 14. 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
  • 15.
    • 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.

×