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Web 2.0 Strategy for Effective Engagement with OIA Stakeholders<br />
The OIA Web 2.0 Project<br />“Develop a Web 2.0 strategy through which they can engage with all their stakeholders to shar...
ResearchMethods<br />
The Social Media Revolution<br />
Why Should the OIA and its Members Embrace Social Media?<br />
22% of the time online spent on Social Networks<br />#1 Activity Online:<br />Social Network<br />96% of the Generation Y ...
500 million Facebook members<br />200 million Blogs<br />75 million Twitter accounts<br />70 millionLinkedIn members in ov...
What are the Benefits of Social Media?<br />Enhance Collaboration<br />Generate Leads<br />Increase traffic on your websit...
How Should the OIA Implement Social Media?<br />
There is no Secret Recipe, but…<br />Understandyour Audience<br />Define the Central Issue & Objectives<br />FindSome Key-...
UnderstandingOIA’s Audience: Members Survey<br />Around 20% of “creators”<br />actively using social media, mainly retaile...
Central Issue & Objectives<br />Don’t try to talk about everything to everyone!<br />What do OIA memberswant to talk about...
OIA Website Top Content<br />Careers<br />News & events<br />Membership information <br />Whatisyour Objective?<br />Liste...
Find Key-Users<br />Prepared to engage, help maintaining, bringotherusers<br />Start with 5-6 key users behind closed door...
Engage & Listen to your Audience<br />“Make sure your passion, enthusiasm and commitment comes through. That is what we al...
Engage withOtherOutdoorCommunities<br />“Collaborate rather than compete”<br />“Linking with other bloggers in the same ar...
Find the Right Social Media Mix<br /><ul><li>No One SizeFits All
Combine differenttools for differentpurposes
Depends on Your Audience , Objectives & Strategy
Experimentdifferentplatforms</li></li></ul><li>29% of OIA members use Twitter <br />24% of OIA members use Blogs <br />17%...
Suggested Tools for The OIA<br />
WhichTool<br />for <br />WhatPurpose?<br />
Twitter: Reach a wider audience & strengthen the community<br />Facebook: Create a company persona & increaseawareness<br ...
MeasureSuccess<br />WhatgetsMeasuredgetsManaged!<br />Monitor the Conversations<br />Ask for Feedback<br />Use Google Anal...
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OIA Web 2.0 Strategy

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A short presentation for a consulting project conducted by 2 MSc students at Lancaster University to help the OIA and its members develop their Web 2.0 strategies

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Transcript of "OIA Web 2.0 Strategy"

  1. 1. Web 2.0 Strategy for Effective Engagement with OIA Stakeholders<br />
  2. 2.
  3. 3. The OIA Web 2.0 Project<br />“Develop a Web 2.0 strategy through which they can engage with all their stakeholders to share information more efficiently both internally and externally”<br />“Provide recommendations on how the OIA can develop a community using Web 2.0 to engage with all their stakeholders”<br />
  4. 4. ResearchMethods<br />
  5. 5. The Social Media Revolution<br />
  6. 6. Why Should the OIA and its Members Embrace Social Media?<br />
  7. 7. 22% of the time online spent on Social Networks<br />#1 Activity Online:<br />Social Network<br />96% of the Generation Y have joined a social network<br />If Facebook was a country, it would be the World’s 3rd largest<br />78% of consumers trust peer recommendations <br />80% of companies use social media for recruitment<br />24 hours of video uploaded on Youtube every minute<br />4 billion+ images hosted on Flickr<br />2 billion+ YouTube videos viewed per day<br />20 billion Tweets up to date<br />
  8. 8. 500 million Facebook members<br />200 million Blogs<br />75 million Twitter accounts<br />70 millionLinkedIn members in over 200 countries<br />60 millionstatus updates on Facebook everyday<br />50 million tweets per day (600/second)<br />16 million+articles on Wikipedia in 270 languages<br />6.2 millionnew Twitter accounts every month (2-3/second)<br />
  9. 9. What are the Benefits of Social Media?<br />Enhance Collaboration<br />Generate Leads<br />Increase traffic on your website<br />Get closer to your Audience<br />Professional Networking<br />Gain Operational Efficiency<br />Build Loyalty<br />Reach a Wider Audience<br />
  10. 10. How Should the OIA Implement Social Media?<br />
  11. 11. There is no Secret Recipe, but…<br />Understandyour Audience<br />Define the Central Issue & Objectives<br />FindSome Key-Users<br />Engage & Listen to Your Audience<br />Engage WithOtherOutdoorCommunities<br />Find the Right Social Media Mix<br />MeasureyourSuccess<br />
  12. 12. UnderstandingOIA’s Audience: Members Survey<br />Around 20% of “creators”<br />actively using social media, mainly retailers<br />Around 10% of “joiners”<br />present on some platforms but no real interactivity <br />A majority of “inactives” and “spectators” <br />around 70% of members do not use any social media yet<br />
  13. 13. Central Issue & Objectives<br />Don’t try to talk about everything to everyone!<br />What do OIA memberswant to talk about?<br />
  14. 14. OIA Website Top Content<br />Careers<br />News & events<br />Membership information <br />Whatisyour Objective?<br />Listening<br />Talking<br />Supporting<br />Energising<br />Embracing?<br />
  15. 15. Find Key-Users<br />Prepared to engage, help maintaining, bringotherusers<br />Start with 5-6 key users behind closed doors<br />Open up the community when it becomes interactive<br />
  16. 16. Engage & Listen to your Audience<br />“Make sure your passion, enthusiasm and commitment comes through. That is what we all respond to.”<br />“Ask your community to provide content and keep asking. Never stop asking.”<br />“It doesn’t matter if there’s 100 or 100,000 members. What matters is the number of people who are truly engaged.”<br />“An online community is just like pub, with food and beer as content: you go there and come back for the quality and amount of content and people inside.”<br />
  17. 17. Engage withOtherOutdoorCommunities<br />“Collaborate rather than compete”<br />“Linking with other bloggers in the same area of interest can be extremely powerful.”<br />“Learn from each other”<br />“Like in Pubs, community members enjoy going to different places with different atmospheres”<br />“Make sure your content strategies are complementaryratherthansubstitites”<br />
  18. 18. Find the Right Social Media Mix<br /><ul><li>No One SizeFits All
  19. 19. Combine differenttools for differentpurposes
  20. 20. Depends on Your Audience , Objectives & Strategy
  21. 21. Experimentdifferentplatforms</li></li></ul><li>29% of OIA members use Twitter <br />24% of OIA members use Blogs <br />17% of OIA members use LinkedIn<br />31% of OIA members use Facebook<br />6% of OIA members use Forums<br />5% of OIA members use Youtube<br />6% of OIA members use Flickr<br />
  22. 22. Suggested Tools for The OIA<br />
  23. 23. WhichTool<br />for <br />WhatPurpose?<br />
  24. 24. Twitter: Reach a wider audience & strengthen the community<br />Facebook: Create a company persona & increaseawareness<br />LinkedIn: Professional networking & promoteoutdoor jobs<br />Blog:Central platform to engage with members & outdoor bloggers <br />Tweetdeck/HootSuite: Facilitate maintenance & monitor conversations<br />Collaboration platform: Facilitate communication & collaboration among members<br />
  25. 25. MeasureSuccess<br />WhatgetsMeasuredgetsManaged!<br />Monitor the Conversations<br />Ask for Feedback<br />Use Google Analytics<br />LearnfromyourMistakes<br />Reviewyour Objectives<br />
  26. 26. Dos & Don’ts<br /><ul><li> Update Frequently
  27. 27. Content Strategy
  28. 28. Right Social Media Mix
  29. 29. Be Human
  30. 30. Be Honest & Authentic
  31. 31. Educate, Entertain, Enlighten
  32. 32. Give&Take
  33. 33. Participate & Engage
  34. 34. Passion & Enthusiasm
  35. 35. Commitment
  36. 36. Reward Participation
  37. 37. Try to beEverywhere
  38. 38. Talk to Everyone
  39. 39. Talk about Everything
  40. 40. Try to PleaseEveryone
  41. 41. GapingHole Perception
  42. 42. TooMany Inactive Users
  43. 43. No Content Strategy
  44. 44. HideBehindyour Brand
  45. 45. Be tooLoud
  46. 46. Forget to Listen & Reward</li></li></ul><li>Thank You !<br />For anyComments and Questions, <br />or to find more information visit<br />Our Website<br />
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