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Kickstarting Online Communities: Con Edison Case Study

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This presentation was given at Womm-U in Chicago on May 23, 2013. It covers how to kickstart and maintain your online community using Con Edison's Power of Giving forum as an example.

This presentation was given at Womm-U in Chicago on May 23, 2013. It covers how to kickstart and maintain your online community using Con Edison's Power of Giving forum as an example.

Published in: Business, Technology

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  • 1. PROPRIETARY & CONFIDENTIALKick Starting Online Communities:Best Practices to Engage Audiences Through thePower of CommunityCase Study: Con EdisonMay 22, 2013Sandra FathiPresident, Affectsfathi@affect.com@sandrafathiWOMM-U, Chicago
  • 2. PROPRIETARY & CONFIDENTIAL
  • 3. PROPRIETARY & CONFIDENTIALOVERVIEWKICK STARTING COMMUNITIES1.  Is a Community Right for You?2.  Choosing Your Technology3.  Planning & Launch4.  Driving Membership & Participation5.  Maintaining & Measuring Engagement6.  Case Study: Con Edison’s Power of Giving Online Community
  • 4. PROPRIETARY & CONFIDENTIAL•  Is your target audience active online? (e.g. socialnetworks, forums, blogs etc.)•  Is your brand active online? Do your followersregularly engage with you?•  Do you have a steady stream of unique content tocommunicate?•  Does your brand have customer/employeeadvocates that are eager to engage?•  Do you have the internal resources to manage acommunity on a daily basis?IS IT RIGHT FOR YOUR BRAND?KICK STARTING COMMUNITIES
  • 5. PROPRIETARY & CONFIDENTIALBefore deciding to launch a new community, remember to :•  Look Before You Leap•  Define Goals & Objectives / Desired Business Impact•  Experiment With Engagement Through Social•  Assign Internal Resources•  Understand Your Technology Options•  Think About the Future (Long-term vs. short-term impact)IS IT RIGHT FOR YOUR BRAND?KICK STARTING COMMUNITIES
  • 6. PROPRIETARY & CONFIDENTIALCHOOSING YOURTECHNOLOGYKICK STARTING COMMUNITIES1.  Build It2.  Buy It3.  Rent It4.  Hybrid1.  Analytics2.  Cost3.  Time-to-Market4.  Resources5.  CRMTech Options Requirements
  • 7. PROPRIETARY & CONFIDENTIALEXAMPLE:NING vs. LITHIUMKICK STARTING COMMUNITIES1.  Simple Customization2.  No CRM Integration3.  Fast and Easy Launch4.  Standard UI5.  Lower Cost/No Cost1.  High-Level of Customization2.  Integration w/ Salesforce3.  Time Consuming Build4.  Customizable UI5.  Higher Cost (based onrequirements)Ning Lithium
  • 8. PROPRIETARY & CONFIDENTIALEXAMPLE: NINGKICK STARTING COMMUNITIES
  • 9. PROPRIETARY & CONFIDENTIALEXAMPLE: LITHIUMKICK STARTING COMMUNITIES
  • 10. PROPRIETARY & CONFIDENTIALIf you build it, will they come?PLANNING & LAUNCHKICK STARTING COMMUNITIES
  • 11. PROPRIETARY & CONFIDENTIALLAUNCH TOOLKITKICK STARTING COMMUNITIES1.  Community Usage Policy2.  Administrator Workflow Plan3.  Content Strategy4.  Community Response Map/FAQ5.  Technical Recommendations6.  Internal/External Communications Launch Program
  • 12. PROPRIETARY & CONFIDENTIAL•  Utilize a well-designed, easy-to-use interface•  Create a content plan/editorial calendar•  Identify and train internal community admins•  Identify and train customers, partners, influencers(exclusivity sells)•  Schedule launch promotion – hit users on their preferredchannels (e.g. social media, traditional marketing, PR)•  Pre-populate the community with content•  Determine KPI’s to measure successPRE-LAUNCH TIPSKICK STARTING COMMUNITIES
  • 13. PROPRIETARY & CONFIDENTIALOnce you’ve built it, how do you keep them coming back?DRIVING MEMBERSHIP &PARTICIPATIONKICK STARTING COMMUNITIES
  • 14. PROPRIETARY & CONFIDENTIALDRIVING MEMBERSHIP &PARTICIPATIONKICK STARTING COMMUNITIES
  • 15. PROPRIETARY & CONFIDENTIAL•  6 Month Promotion Plan that includes:•  Weekly communication with current users•  Monthly promotion to non-users•  Ambassador activation strategy•  Employee engagement strategy•  Offline promotion strategy (e.g. marketing collateral)•  Content refresh schedule•  Weekly measurement/KPI’sENGAGEMENT TOOLKITKICK STARTING COMMUNITIES
  • 16. PROPRIETARY & CONFIDENTIAL•  Be consistent and creative with promotion efforts, don’tgive up!•  Promote new community content externally to drivetraffic•  Ask ambassadors to share expertise on topics of theirchoice, use incentives/contests to drive participation•  Include a call-to-action in posted content to driveconversation and engagement•  Hold back on over-promoting your brand and services –focus on third-party content (e.g. articles, infographics andstatistics) – use the 80/20 ruleMEMBERSHIP &PARTICIPATION TIPSKICK STARTING COMMUNITIES
  • 17. PROPRIETARY & CONFIDENTIALYou built it, they came. But did it impact your business?MAINTAINING & MEASURINGENGAGEMENTKICK STARTING COMMUNITIES
  • 18. PROPRIETARY & CONFIDENTIALMAINTENANCE &MEASUREMENT TOOLKITKICK STARTING COMMUNITIES1.  Community Engagement KPIs2.  Technical Tripwires3.  Formalized Measurement Template4.  Expansion Strategy (to be implemented aer 6 months)5.  Communicate Success to Leadership6.  Big Ideas to Maintain Engagement
  • 19. PROPRIETARY & CONFIDENTIAL•  Keep the community fresh by incorporating multimedia(e.g. videos, photos, executive insights)•  Consistently identify new prospects to join thecommunity, ask current members to recruit their network•  Promote the community across all marketing channels,online and offline (e.g. tradeshows/events, social media)•  Track qualitative and quantitative metrics on a monthlybasis to see community growth and value. Examinebusiness impact (e.g. web traffic + quality of conversion)MAINTENANCE &MEASUREMENTKICK STARTING COMMUNITIES
  • 20. PROPRIETARY & CONFIDENTIALSAMPLE METRICSKICK STARTING COMMUNITIES1.  # of New Visitors2.  # of Returning Visitors3.  # of Registered Users4.  % of Active Members5.  # of Engagements6.  # of Member Posts7.  # Leads Generated1.  Content Popularity2.  Language & Tone3.  Sense of Community4.  Quality of Engagement5.  Relevancy of Content6.  Speed of Replies7.  Influencers/AmbassadorsQuantitative Qualitative
  • 21. PROPRIETARY & CONFIDENTIALCase Study: Con EdisonPower of Giving Online Community
  • 22. PROPRIETARY & CONFIDENTIALCon Edison operates one of the most complex electricalpower systems in the world, serving New York City andWestchester County.•  3.3 million customers•  Population of over 9 million people•  660 square mile service territory•  Hundreds of strategic partnersPOWER OF GIVINGONLINE COMMUNITYCASE STUDY: CON EDISON
  • 23. PROPRIETARY & CONFIDENTIALCon Edison’s Power of Giving Program provides financial orin-kind support to hundreds of organizations whose activitiesadvance strong, vibrant and stable communities.The program extends beyond cash grants and is enhanced bya strong and loyal corps of employees, a robust boardparticipation program, partnerships and collaborations andan education matching gi program.POWER OF GIVINGONLINE COMMUNITYCASE STUDY: CON EDISON
  • 24. PROPRIETARY & CONFIDENTIALSTRATEGIC PARTNERSCASE STUDY: CON EDISON
  • 25. PROPRIETARY & CONFIDENTIAL•  Enhance non-profit partners’ access to Con Edison andstrengthen communication•  Build and improve partner support and satisfaction•  Strengthen connections and communication between ConEdison partners, empower them to share resources topromote collaboration•  Reputation management during times of crisis (e.g. naturaldisaster, power outages etc.)POG ONLINE COMMUNITYGOALS & OBJECTIVESCASE STUDY: CON EDISON
  • 26. PROPRIETARY & CONFIDENTIAL•  30-day launch•  Simple customization•  Easy-to-use technology, must support Google Analytics•  Ability to manage community with 1-2 team members•  Ability to access community from mobile devices•  Ability to send communications directly to members•  Forums/discussion boards for users•  Ability to upgrade UI/customization as community growsPOG ONLINE COMMUNITYREQUIREMENTSCASE STUDY: CON EDISON
  • 27. PROPRIETARY & CONFIDENTIAL•  Customized email invitation to ‘Insiders’ (invited first)•  Customized email invitation to partners by area of interest(e.g. arts & culture, education etc.)•  Insiders invited to contribute content and receiveadministrative permissions•  Official launch at Power of Giving forum event (partnersinvited to sign-up onsite)•  Weekly email communication to users from Con Edisonhighlighting new posted content•  Con Edison Program Managers trained to invite partnercontactsPOG ONLINE COMMUNITYLAUNCH STRATEGYCASE STUDY: CON EDISON
  • 28. PROPRIETARY & CONFIDENTIAL550Members1 Year Post-LaunchNew Members EveryWeek145Blog PostsPosted by Users300+ photos andvideos8-10 AverageMinutes OnSitePOWER OF GIVINGONLINE COMMUNITYCASE STUDY: CON EDISON
  • 29. PROPRIETARY & CONFIDENTIALPOG ONLINE COMMUNITYBLOGCASE STUDY: CON EDISON
  • 30. PROPRIETARY & CONFIDENTIALPOG ONLINE COMMUNITYEVENT BOARDCASE STUDY: CON EDISONThe events board is usedweekly by members topromote events that arehappening within theirorganizations.
  • 31. PROPRIETARY & CONFIDENTIAL•  Social Impact Measurement Group: 34 active members•  PR & Media Relations Best Practices Group: 32 active members•  Arts & Culture Group: 28 active members•  Social Media Bootcamp: 22 active membersPOG ONLINE COMMUNITYGROUPSCASE STUDY: CON EDISON
  • 32. PROPRIETARY & CONFIDENTIALPOG ONLINE COMMUNITYENGAGEMENT SNAPSHOTCASE STUDY: CON EDISONMembers ask ConEdison for input andfeedback on hot topics.
  • 33. PROPRIETARY & CONFIDENTIALREPUTATION MANAGEMENTCASE STUDY: CON EDISONHurricane Sandyupdates received over250 views by members
  • 34. PROPRIETARY & CONFIDENTIALWOMM-UKick Starting Online Communities:Best Practices to Engage Audiences Through thePower of CommunityMay 22, 2013Sandra FathiPresident, Affectsfathi@affect.com@sandrafathi