Optimizing Client Social Media Programs
Colin Browning
Director, Converged Media Services
IDG
Key Social Trends for 2013
1 Social on Mobile Leads Growth
2
Converged Media is Optimized Media
3 Content Marketing & Visu...
“Mobile is in our DNA… For us, it’s all about mobile and
it always has been."
-Biz Stone, Co-Founder, Twitter
The Mobile First, Social First Transformation
• Smartphone users spend almost 33 minutes a day on Facebook.
• Sixty-one pe...
Mobile Content Creation
• Mobile Content creation is taking off
• We typically find out about major
news events through so...
“Through social networking, we can transform the global
economy into a global community."
- Robert Silverstein
The World is Social!
Global Overview: Top Social Networks
US
UK
Germany
China
Japan
Brazil
Russia
Spain
India
S. Korea
Xing StayFriends
RenRenP...
“It’s all storytelling, you know. That’s what journalism is
all about."
-Tom Brokaw
Content is Critical
• 78% of chief marketing officers think
custom media represents the future of
marketing.
• 70% of cons...
“In the future, all media will be converged… We might
not be able to separate the difference and consumers
might not be ab...
What is Converged Media?
OWNED:
Audiences come for
great IDG content.
18 comments
10 comments
7 comments
EARNED:
Audiences stay for
great conversat...
Engagement Theory
How do we use these trends?
Align with Client Objectives and based on Converged Media
Amplify Programs
Integrated
Programs
AWARENESS/
BRANDING
ENGAGEM...
The Community Magic Bullet?
Paid, Earned, Owned Media?
PAID
EARNED
OWNED
WHAT IS MISSING?
The OTHER VARIABLES
What makes Paid, Owned and Earned work?
PAID
EARNED
OWNED
The Content Spectrum For Engagement
Interest vs. Engagement
CORE BUSINESS CRITICAL
EVERGREEN
TIMELY
Engagement
Interest
En...
Examples
Engagement
Interest
Engagement
Interest
The Passion of Community Management
• Community managers should be:
• Excited to talk to every new member
• Reaching out E...
Community programs are maturing
95% of organizations staff a
community program team
75% of community staffing is
in-house
...
Standards for community programming are emerging
Source: The Community Roundtable 2013 State of Community Management Surve...
As are standards for community engagement
Community playbooks
include:
• Online engagement policies
• Membership and engag...
The Membership Journey
Stranger Lurker Participant Sharer Member Advocate
Effort
AdvocateLurker
Stranger Participant
Sense...
Points of Engagement
Maximizing the possibilities
SENSE OF OWNERSHIP
VISIT
CLICK
EMAIL
FOLLOW
RETWEET
BOOKMARK
PIN
SHARE
S...
Example
Clicks & Views
Thumbs Up
Thumbs Up
Polls
Comments
Follows
Time
Inception
•Slow, direct growth
•Limited engagement
•No sense of community
•50 – 100% of activity
generated by communi...
Colin Browning
Colin_Browning@IDG.com
@CRBrowning
www.LinkedIn/in/colinbrowning
Paid, Earned and Owned = Converged Media
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Paid, Earned and Owned = Converged Media

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  • Sources:
    https://fb-public.box.com/s/3iq5x6uwnqtq7ki4q8wk
    http://advertising.twitter.com/2013/02/new-compete-study-primary-mobile-users-on-Twitter.html
    Twitter’s primary mobile users are 58 percent more likely to recall seeing an ad.

  • http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx# (source)
  • http://www.altimetergroup.com/research/reports/evolution-social-business
  • The value of community management is in member programming and engagement
  • Paid, Earned and Owned = Converged Media

    1. 1. Optimizing Client Social Media Programs Colin Browning Director, Converged Media Services IDG
    2. 2. Key Social Trends for 2013 1 Social on Mobile Leads Growth 2 Converged Media is Optimized Media 3 Content Marketing & Visual Storytelling 4 Globalization of Social
    3. 3. “Mobile is in our DNA… For us, it’s all about mobile and it always has been." -Biz Stone, Co-Founder, Twitter
    4. 4. The Mobile First, Social First Transformation • Smartphone users spend almost 33 minutes a day on Facebook. • Sixty-one percent said they check the network daily. • Mashable noted Facebook is the third most popular app; email and browser ranked 1 and 2. • Twitter primary mobile users are 96 percent more likely to follow 11 or more brands, while the average Twitter user only follows five or more brands. • They’re more engaged: 63 percent more likely to click on links, 78 percent more likely to retweet and 85 percent more likely to favorite a tweet. Twitter and Facebook ARE mobile platforms !
    5. 5. Mobile Content Creation • Mobile Content creation is taking off • We typically find out about major news events through social media • Roughly 90% of the Boston Marathon bombing coverage was via social/mobile sources
    6. 6. “Through social networking, we can transform the global economy into a global community." - Robert Silverstein
    7. 7. The World is Social!
    8. 8. Global Overview: Top Social Networks US UK Germany China Japan Brazil Russia Spain India S. Korea Xing StayFriends RenRenPengyouTencentWeiboWeiboQQ Mixi VostuOrkut OdnoklassnikiVKontakta Tuenti Orkut CyWorldNaver
    9. 9. “It’s all storytelling, you know. That’s what journalism is all about." -Tom Brokaw
    10. 10. Content is Critical • 78% of chief marketing officers think custom media represents the future of marketing. • 70% of consumers prefer getting to know a company via articles rather than ads. • 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. • 60% of executives will watch a video online as opposed to reading, when given the choice
    11. 11. “In the future, all media will be converged… We might not be able to separate the difference and consumers might not be able to separate the difference." -Jeremiah Owyang, Altimeter Group
    12. 12. What is Converged Media?
    13. 13. OWNED: Audiences come for great IDG content. 18 comments 10 comments 7 comments EARNED: Audiences stay for great conversations. PAID: The great content & conversation reaches a broader target market IDG Converged Media Amplifies our Efforts
    14. 14. Engagement Theory How do we use these trends?
    15. 15. Align with Client Objectives and based on Converged Media Amplify Programs Integrated Programs AWARENESS/ BRANDING ENGAGEMENT THOUGHT-LEADERSHIP/ CREDIBILITY DEMAND/ LEAD GENERATION CUSTOMER INTELLIGENCE PROGRAM NAME ALIGNS TO YOUR OBJECTIVE /INITIATIVE 1. Enhanced Community Threading g g 2. Ignite g g 3. Knowledge Vault Exchange g g 4. Power Blog g g 5. Community Works g g g g
    16. 16. The Community Magic Bullet? Paid, Earned, Owned Media? PAID EARNED OWNED WHAT IS MISSING?
    17. 17. The OTHER VARIABLES What makes Paid, Owned and Earned work? PAID EARNED OWNED
    18. 18. The Content Spectrum For Engagement Interest vs. Engagement CORE BUSINESS CRITICAL EVERGREEN TIMELY Engagement Interest Engagement Interest Engagement Interest Engagement Interest
    19. 19. Examples Engagement Interest Engagement Interest
    20. 20. The Passion of Community Management • Community managers should be: • Excited to talk to every new member • Reaching out EVERY possible way • Phone • Email • Over coffee! • Thanking members for every contribution • Suggesting members comment on specific posts
    21. 21. Community programs are maturing 95% of organizations staff a community program team 75% of community staffing is in-house 80% of organizations have policies governing online activities 50% of organizations have a community playbook Source: The Community Roundtable 2013 State of Community Management Survey
    22. 22. Standards for community programming are emerging Source: The Community Roundtable 2013 State of Community Management Survey 0 20 40 60 80 100 Content promotion Offline events Regular online events (webinars,… Member advisory board Badges or status Percentage of survey participants using the specified programming Member-facing programming in online communities Organizations that can quantify the value of community management Organizations reporting ROI of community
    23. 23. As are standards for community engagement Community playbooks include: • Online engagement policies • Membership and engagement levels • Guidelines for posting and organizing content • Monitoring and response schedule • Standards for reporting metrics 50 55 67 0 20 40 60 80 Survey average Organizations reporting ROI of community Organizations that can quantify the value of community management Percentage Percentage of organizations using community playbooks Source: The Community Roundtable 2013 State of Community Management Survey
    24. 24. The Membership Journey Stranger Lurker Participant Sharer Member Advocate Effort AdvocateLurker Stranger Participant Sense of Ownership
    25. 25. Points of Engagement Maximizing the possibilities SENSE OF OWNERSHIP VISIT CLICK EMAIL FOLLOW RETWEET BOOKMARK PIN SHARE SUBSCRIBE COMMENT POST MESSAGE JOIN LIKE ANSWER POLL LURKER PARTICIPANT SHARER SOLICITE MEMBER ADVOCATE EFFORT
    26. 26. Example Clicks & Views Thumbs Up Thumbs Up Polls Comments Follows
    27. 27. Time Inception •Slow, direct growth •Limited engagement •No sense of community •50 – 100% of activity generated by community manager Establishment •Growth ramps, some referrals •Engagement grows •Limited sense of community •50 – 70% of activity generated by community manager Maturity •Growth accelerates • High levels of engagement • Strong sense of community • 10 – 40% of activity from community manager Mitosis • Topics change, community splinters • Community starts back at inception • Some/many members continue to provide a base
    28. 28. Colin Browning Colin_Browning@IDG.com @CRBrowning www.LinkedIn/in/colinbrowning

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