Social Media and Online Communities
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Social Media and Online Communities

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A primer for passive and active social media and the role of user generated and self generated online communities

A primer for passive and active social media and the role of user generated and self generated online communities

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Social Media and Online Communities Social Media and Online Communities Presentation Transcript

  • Social Media Communities
    To Build or To Join?
    Andrew Abend
    M is for Marketing
  • The Answer
    Should you join an existing community or build your own?
    YES
  • Your Questions
    How can online communities benefit our clients?
    Is it worth the time to build a presence in an online community?
    Where to get started? Does a directory exist?
    Legal issues regarding privacy and ownership of content
  • How Are you using social media?
  • Social Media Channels Used
  • Using Social Media
  • Measuring Social Media
  • How Social Media Helps Business
    Generate Leads/Sales
    Change Perception
    Brand Management
    Provide Transparency
    Network
    Gain Insight
    Corporate Promotion
  • How Social Media Helps Business
    Active Social Media
    Passive Social Media
  • Active Usage
    Actively promoting your company through:
    Direct promotion
    Education
    Pay Per Click content ads
    Behavioral targeting
    Encouraging third party endorsement via blogs with strong followings
    Active usage allows you to control your message and reach an interested or related audience
  • Purposes of Active Social Media
    Generate Leads/Sales
    Brand Management/Changes Perception
    Broadcast News Releases
    Networking
    Corporate Promotion
  • Challenges with Active
    Your audience must actually use social media on a regular basis
    Need to create an environment in which consumers want to receive your self-promotion
    Requires right balance of updates so people are not inundated with information yet still receive your message
    Requires commitment to provide information on a consistent basis
    Expectations that anything put on the web will become “viral”
  • Passive Social Media
    Using audience insight gleaned from social media to change your brand and/or business
    Tools include:
    Forums
    Review Sites (Yelp, Rip-Off Report, Kudzu, etc)
    Fan Pages
    YouTube Videos
    Twitter
  • Passive Usage
    Monitoring online activity to understand what consumers are saying about your product
    Interaction with customers creates a stronger bond with them
    Information gathered can be used to improve products and customer service
    Makes sure your product and brands are being represented correctly
  • Challenges with Passive
    Information overload - companies often react to every comment instead of identifying trends
    The opposite of information overload is dismissing what your customers are saying because they “don’t understand what we are trying to do”
    Requires time to monitor online activities
  • Strategy
    Using Social Media Effectively
  • Strategies
    Deploy a combination of active and passive strategies utilizing social media
    Active
    To build a strong following of evangelists
    Use for promotions, special offers and announcements to loyal fans
    To educate people on brand/products
    Passive
    Understand what audience is saying about your brand
    Gain ideas for new products and uses
    Provide transparency and accessibility to the brand
  • Active Strategy
  • Blogs
    First Person
    Blog directly from your brand
    To build strong following content needs to be beneficial to your audience
    Can not be solely self-promotion
    Ensure posts have the ability to be linked to interest sites like Digg, De.li.cious, and StumbleUpon
    Benefits
    Let’s you provide useful information to an interested audience
    Good information tends to be disseminated by readers to their friends
  • Blogs
    Third Party Endorsement
    Reach out to bloggers who are relevant to your target audience with information regarding the services you provide
    Use Technorati or BlogSearch to find blogs
    Benefits
    Taps into established audience to which your brand can receive exposure
    Bloggers have credibility with their audience and an endorsement goes a long way
  • Social Networking Sites
    Facebook is the dominant social networking site with over 300 million users
    It is the only consumer focused social networking site worth the time to manage
    Create a “fan” page in which people can become fans of your brand
    Fan pages allows:
    People to interact with your brand
    The opportunity to learn about new products, contests and events before they become public
    Provide online specials to fans
    Fans to easily recommend your brand to friends
    Link to relevant fan pages
    Received blog and Twitter feeds
  • Facebook
    Growing a fan base
    Include Facebook button on website
    Promote via microblogging (to be discussed later)
    Tap into employees who are on Facebook promote to their friends
    Public Relations
    Use Facebook’s audience targeted ads to drive traffic
    Benefits:
    Creates evangelists by giving “fans” access to something the general public does not receive
    Provides inexpensive venue for marketing
  • MicroBlogs
    Twitter is the dominant MicroBlog at this time
    Use of Twitter should be for three things:
    Drive traffic to website by promoting new blog topics
    Drive traffic to Facebook by promoting contests, events, promotions
    Create evangelists by announcing offers for Twitter-followers only
    Promotion of Twitter presence will come through:
    Facebook fan page
    Twitter button on web site and blogs
    Employee emails/networks
    Benefits:
    Inexpensive way to drive traffic to website/Facebook
    Creates loyal followers and customers
  • Sharing
    Sharing sites like YouTube andFlickr will be good tools for contests and promotions
    Your brand should set up company pages for future promotions and, on YouTube,
    Employees should promote any video or photos to their friends via Facebook, Twitter and email
  • Additional Active Activities
    Cost per click search ads can be purchased two ways – by search terms or by content
    Search terms bring up your ads when people search your specific terms
    Content ads are delivered in blogs, news, etc when people are reading about a topic that is related to your product
    Cost per click ads to drive people directly to your client’s site
  • Passive strategy
  • Passive Strategy
    The ongoing monitoring of all social media channels
    Understand what is being said about your brand and responding when necessary
    Monitor blogs and comment when appropriate
    All responses must be positive and grateful, not defensive
    When a trend is noticed that your brand chooses to respond to, reach out to the channel(s) that made you aware of it, acknowledging them and the result of their feedback
  • Tracking
    Measuring Your Effort
  • Web Analytics
    Google web analytics allow you to see which social marketing activities are driving people to your web site and what people are doing on the site when they get there
    Google Analytics is a free tool that should be programmed into your website regardless of your social media activity
  • Social Media Tracking
    ViTrue or Techrigy
    Track mentions across various social media like Facebook, Twitter, blogs, etc
    Both have a limited free service
    Techrigy allows you to track by demographics, geography and positive/negative comments
    ViTrue allows you to compare social media activity versus a competitor
  • Fans and Followers
    Simplest measure is the number of “fans” and “followers” that your brand gains on Facebook and Twitter respectively
  • Online Communities
    Active and Passive Communications
  • Community Measurement
    Key to either online community is setting up measurable metrics
    Increased visits to your client’s web site
    Especially direct links from online community
    Change in tenor of comments
    Online Mentions
    Fans & Followers
    Special codes & coupons
  • Online Communities
    User-Generated – Created by people to connect with others with like interests and share ideas
    Self-Generated – Created by a company to create dialogue, provide transparency, share ideas in an effort to create evangelists
  • User Generated
    Pros
    Already established
    Group protocol exists
    Easy to learn about the group make-up through existing discussions
    Will gain objectivity regarding topics in which you are interested
    Potential source for great customer insight
    Provides platform to address negative comments in a productive manner
    Cons
    View corporate participants skeptically
    Will “flame” your brand if your purpose is disguised
    No control over content
    Time consuming
  • Self-Generated
    Pros
    Ability to lead conversations
    Attracts fans of the brand
    Provides transparency
    Platform to move fans to zealots
    Platform to award fans for their support
    Learn what questions your best fans have knowing others will have them as well
    Invites corporate promotion
    Cons
    Takes time to establish large, active following
    Requires ongoing nurturing
    Lose objectivity by regularly speaking to the converted
    Will be held accountable for promises and comments
  • Are You Ready To Create A Community?
    A Simple Test:
    Do you have a Facebook page for your client?
    How many fans does it have?
    Does the page encourage conversation?
    What percentage of page communications is press announcements?
    Are fans creating their own discussions?
    Are fans responding to discussions you post?
    Do people regularly comment on your blog or tweets?
  • Join or Create?
    Yes - Join
    Find a few highly targeted user generated communities and begin to monitor
    Participate when appropriate
    Always identify yourself
    Track efforts
    Measure ROI
    Yes – Create
    Start simply with Facebook Fan page
    Follow Test
    If it proves successful, expand to a private community
    Track efforts
    Measure ROI
  • Questions?
  • Your Questions
    How can online communities benefit our clients?
    Is it worth the time to build a presence in an online community?
    Where to get started? Does a directory exist?
    Legal issues regarding privacy and ownership of content
  • Andy Abend
    M is for Marketing
    aabend@MarketSmarter.biz
    Twitter:@MarketSmarter
    http://MarketSmarter.biz
    http://SmarterMarketing.Wordpress.com
    404.316.4820