CommunityInitiatives<br />Dylan Thomas, Digital Director<br />SDForumMarketingSIG, Jun 14, 2010<br />
We are a digital brand building and communications group.<br />We help organizations express themselves in digital media.<...
Digital Brand Communication Strategy<br />Digital Community Building<br />Digital Presence Development<br />Digital Perfor...
Select Clients<br />
www.facebook.com/rassakexperience<br />dylan@rassak.com<br />Join Us<br />
Community Initiatives<br />Dylan Thomas, Digital Director<br />SDForumMarketingSIG, Jun 14, 2010<br />
So what is Community?<br />
Community is People(And stuff).<br />
All the people, places & things that your business, products, ideas, and industries touch.<br />
You already havea Community.<br />
WHAT?!?<br />
Think ofCommunity likeBrand<br />
Intangible.You’ve got one.It’s more about them.<br />
You are at the center,<br />You are integral,<br />You are the heart<br />of SOME community. <br />BIG POINT<br />
Manifestations of Community<br />blogs, forums, email newsletters, usergroups, facebook pages, twitter accounts, social me...
What about<br />“Social Media”?<br />Social media is a manifestation of community<br />It can be the only expression of th...
#1 Provide a platform for Communication, Connection, and Marketing<br />#2 Improve Support & Customer service (and reduce ...
Some Examples<br />
Escuela Buena Vista<br />Communication-Connection<br />
Axiom Group<br />Communication-Connection / Product Extension<br />Product Value Add<br />
Worldreader.org<br />Communication-Connection-Marketing<br />
BIG POINT:<br />Show me the Money<br />
Dell Twitter<br />Marketing / Customer Service<br />
Key Points<br />Dell uses over ~35 Twitter accounts to engage different audiences<br />Accounts used for information shari...
Factory5 Racing<br />Communication-Connection / Support / Unofficial Selling Point<br />
Community support is a central advantage for sales of kit cars and Factory5 has one of the best<br />Insanely supportive c...
Dell IdeaStorm<br />Customer Voice/Innovation<br />
Quick Background<br /><ul><li>2005 = Dell Hell raging = Massive Problem
2006 = Launched Blog = Massive Failure
2007 = Launched IdeaStorm = Massive Success</li></ul>Key Points<br /><ul><li>Gave customers a place to vent and be heard
Demonstrated Dell’s commitment to customer service turnaround</li></ul>Dell IdeaStorm<br />Customer Voice/Innovation<br />
SAP’s Ecosystem<br />Communication-Connection/Support/Innovation<br />
SAP Stats<br />Avg Response time to a question: 17 minutes<br />People<br /><ul><li>2,000,000 Members
400,000 newsletter subscribers.
200,000 Contributors
4,800 bloggers</li></ul>Growth<br /><ul><li>30K new members/month</li></ul>Traffic<br />1M unique visits/month<br />20M pa...
<ul><li>5 Main Communities
Connects developers, customers, partners, experts, and universities…To each other and to SAP…For real.
Focuses on the individual
Has been widely successful in fostering cooperation, innovation, and productivity.
Blends on-line and off-line
Crazy points system. The have banquets, give awards, but the points themselves award the most valuable thing, Status
Is the actual hub of the SAP community</li></ul>SAP’s Ecosystem<br />Communication-Connection/Support/Innovation<br />
BIG POINT:<br />OK,<br />NOW WHAT?<br />
You’ve got Goals, right?<br />
BIG QUESTION<br />Build or Join?<br />
#1 What do you want to achieve?<br />#2 What are your resources?<br />#3 What is already going on?<br />Considerations<br />
<ul><li>Do you HAVE to build your own destination?
Is there already a place where people address the topics that you want to cover, for the purposes that you want to achieve
Is their a hole in the “market”? Really?
If there is a hole, is there a good reason? Can you find evidence of latent interest, or are you just trying to build some...
Ultimate control of the platform, feature set, development, message
Ability to integrate however tightly you wish with your other initiatives and properties.</li></ul>Build:<br />
Cons<br /><ul><li>Start at Zero
More time
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Using Community Initiatives to Drive Brand Results

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Using Community Initiatives to Drive Brand Results

  1. 1. CommunityInitiatives<br />Dylan Thomas, Digital Director<br />SDForumMarketingSIG, Jun 14, 2010<br />
  2. 2. We are a digital brand building and communications group.<br />We help organizations express themselves in digital media.<br />Based in SF and Barcelona<br />About Rassak<br />
  3. 3. Digital Brand Communication Strategy<br />Digital Community Building<br />Digital Presence Development<br />Digital Performance Optimization<br />Services<br />
  4. 4. Select Clients<br />
  5. 5. www.facebook.com/rassakexperience<br />dylan@rassak.com<br />Join Us<br />
  6. 6. Community Initiatives<br />Dylan Thomas, Digital Director<br />SDForumMarketingSIG, Jun 14, 2010<br />
  7. 7. So what is Community?<br />
  8. 8. Community is People(And stuff).<br />
  9. 9. All the people, places & things that your business, products, ideas, and industries touch.<br />
  10. 10. You already havea Community.<br />
  11. 11. WHAT?!?<br />
  12. 12. Think ofCommunity likeBrand<br />
  13. 13. Intangible.You’ve got one.It’s more about them.<br />
  14. 14. You are at the center,<br />You are integral,<br />You are the heart<br />of SOME community. <br />BIG POINT<br />
  15. 15. Manifestations of Community<br />blogs, forums, email newsletters, usergroups, facebook pages, twitter accounts, social media, events, your employees, their families, your customers, their customers, your vendors and partners, etc, etc, etc.<br />
  16. 16. What about<br />“Social Media”?<br />Social media is a manifestation of community<br />It can be the only expression of that community, or one of many.<br />Community initiatives may or may not leverage social media.<br />SIDEBAR<br />
  17. 17. #1 Provide a platform for Communication, Connection, and Marketing<br />#2 Improve Support & Customer service (and reduce costs)<br />#3 Empower the customer/Accelerate Innovation<br />3 things* you can do<br />*there are WAY more<br />
  18. 18. Some Examples<br />
  19. 19. Escuela Buena Vista<br />Communication-Connection<br />
  20. 20. Axiom Group<br />Communication-Connection / Product Extension<br />Product Value Add<br />
  21. 21. Worldreader.org<br />Communication-Connection-Marketing<br />
  22. 22. BIG POINT:<br />Show me the Money<br />
  23. 23. Dell Twitter<br />Marketing / Customer Service<br />
  24. 24. Key Points<br />Dell uses over ~35 Twitter accounts to engage different audiences<br />Accounts used for information sharing, customer service, and marketing (including coupons/deals)<br />@DellOutlet generated $6.5M so far<br />Dell Twitter<br />Marketing / Customer Service<br />
  25. 25. Factory5 Racing<br />Communication-Connection / Support / Unofficial Selling Point<br />
  26. 26. Community support is a central advantage for sales of kit cars and Factory5 has one of the best<br />Insanely supportive community<br />Bridges On-line/Off-line<br />FFCars. com is entirely independent<br />Factory5 Racing<br />Communication-Connection / Support / Unofficial Selling Point<br />
  27. 27. Dell IdeaStorm<br />Customer Voice/Innovation<br />
  28. 28. Quick Background<br /><ul><li>2005 = Dell Hell raging = Massive Problem
  29. 29. 2006 = Launched Blog = Massive Failure
  30. 30. 2007 = Launched IdeaStorm = Massive Success</li></ul>Key Points<br /><ul><li>Gave customers a place to vent and be heard
  31. 31. Demonstrated Dell’s commitment to customer service turnaround</li></ul>Dell IdeaStorm<br />Customer Voice/Innovation<br />
  32. 32. SAP’s Ecosystem<br />Communication-Connection/Support/Innovation<br />
  33. 33. SAP Stats<br />Avg Response time to a question: 17 minutes<br />People<br /><ul><li>2,000,000 Members
  34. 34. 400,000 newsletter subscribers.
  35. 35. 200,000 Contributors
  36. 36. 4,800 bloggers</li></ul>Growth<br /><ul><li>30K new members/month</li></ul>Traffic<br />1M unique visits/month<br />20M pageviews/month<br />Volume<br />6,000 posts/day<br />200+ forums<br />1.5M topic threads<br />6M total messages<br />Communication-Connection/Support/Innovation<br />
  37. 37. <ul><li>5 Main Communities
  38. 38. Connects developers, customers, partners, experts, and universities…To each other and to SAP…For real.
  39. 39. Focuses on the individual
  40. 40. Has been widely successful in fostering cooperation, innovation, and productivity.
  41. 41. Blends on-line and off-line
  42. 42. Crazy points system. The have banquets, give awards, but the points themselves award the most valuable thing, Status
  43. 43. Is the actual hub of the SAP community</li></ul>SAP’s Ecosystem<br />Communication-Connection/Support/Innovation<br />
  44. 44. BIG POINT:<br />OK,<br />NOW WHAT?<br />
  45. 45. You’ve got Goals, right?<br />
  46. 46. BIG QUESTION<br />Build or Join?<br />
  47. 47. #1 What do you want to achieve?<br />#2 What are your resources?<br />#3 What is already going on?<br />Considerations<br />
  48. 48. <ul><li>Do you HAVE to build your own destination?
  49. 49. Is there already a place where people address the topics that you want to cover, for the purposes that you want to achieve
  50. 50. Is their a hole in the “market”? Really?
  51. 51. If there is a hole, is there a good reason? Can you find evidence of latent interest, or are you just trying to build something that no one cares about except you?</li></li></ul><li>Pros<br /><ul><li>“The Official Community”
  52. 52. Ultimate control of the platform, feature set, development, message
  53. 53. Ability to integrate however tightly you wish with your other initiatives and properties.</li></ul>Build:<br />
  54. 54. Cons<br /><ul><li>Start at Zero
  55. 55. More time
  56. 56. More effort
  57. 57. More expense
  58. 58. Possibly duplicated effort
  59. 59. Failure is possible, public, and embarrassing</li></ul>Build:<br />
  60. 60. Pros<br />No Waiting, No Budget, No Problem<br />Zero start cost<br />Zero platform cost<br />The hard part, gathering the initial members of the community, is done (or at least started)<br />Street Cred<br />Interacting with community on its terms<br />Failure can be quiet<br />Join:<br />
  61. 61. Cons<br /><ul><li>No Control over message
  62. 62. No Control over platform
  63. 63. May not be able to do everything you want</li></ul>Join:<br />
  64. 64. Ebay community Loved Paypal.<br />Ebay bought BillPoint. <br />Users revolted.<br />Ebay supported Paypal.<br />SHORT STORY:<br />
  65. 65. LESSON:<br />Ignoring your community is expensive.<br />
  66. 66. #1 Be Honest<br />#2 Be Valuable<br />#3 Fit in and Follow<br />Joining:<br />
  67. 67. If You Build it…<br />Pay Attention<br />To This Section<br />
  68. 68. Design Imperatives<br />#1 Show Activity<br />#2 Reward Members<br />#3 Set Expectations<br />
  69. 69. #1 Recency<br />#2 Quantity<br />#3 Results*<br />Show Activity<br />*if applicable<br />
  70. 70. Dell IdeaStorm<br />#1 Recency<br />#2 Quantity<br />#3 Results*<br />
  71. 71. MyStarbucksIdea<br />#1 Recency<br />#2 Quantity<br />
  72. 72. #1 Recognition<br />#2 Everything else<br />Reward Members<br />
  73. 73.
  74. 74. Be up-front<br />Keep them in the loop<br />Share plans & Successes<br />Set Expectations<br />
  75. 75. <ul><li>“Be the change you want to see”
  76. 76. Do unto others as you would have them do to the community.
  77. 77. Show people how you want them to act.</li></ul>Behavior Modelling<br />
  78. 78. “The most difficult part is not the technology but actually getting the people to behave well.<br />“When first starting the community the Flickr team were spending nearly 24 hours online greeting each individual user, introducing them to each other and cultivating the community.<br />“After a certain point you can let go and the community will start to maintain itself”<br />“People will greet each other and introduce their own practices into the social software. It’s always underestimated, but early on you need someone in there everyday who is kind of like the host of the party, who introduces everybody and takes their coat.”<br /> --Caterina Fake, Co-Founder of Flickr<br />Behavior Modelling<br />
  79. 79. Building requires a huge investment of time up-front, cultivating behavior and relationships.<br />Efforts can take a long time to bear fruit<br />Communities become self-sustaining over time<br />This is will take a while<br />
  80. 80. Now what are you going<br />to do about it? <br />
  81. 81. Q&A<br />Facebook.com/rassakexperience<br />

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