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Social Media and Online Communities

Social Media and Online Communities



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?
    • 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
      Gain Insight
      Corporate Promotion
    • How Social Media Helps Business
      Active Social Media
      Passive Social Media
    • Active Usage
      Actively promoting your company through:
      Direct promotion
      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
      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:
      Review Sites (Yelp, Rip-Off Report, Kudzu, etc)
      Fan Pages
      YouTube Videos
    • 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
      To build a strong following of evangelists
      Use for promotions, special offers and announcements to loyal fans
      To educate people on brand/products
      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
      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
      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
      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
      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
      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
      View corporate participants skeptically
      Will “flame” your brand if your purpose is disguised
      No control over content
      Time consuming
    • Self-Generated
      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
      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