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Theme<br />Community  Are Powerful Tools, As Long As You Put Members’ Needs First.<br />
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
An Online Community<br /><ul><li>An online community is an interactive group of people joined together by a common interes...
A custom application with profiles and connections
A group within an existing social networking site or email service.
A network of blogs.
Comments on a rating site.
Anywhere conversations and people connect and share.</li></li></ul><li>Usage of Social Networks are High<br />2/3 of Teens...
Communication and Self-Expression important<br />Sources: North American Technographics Retail And Marketing Online Youth ...
…but who’s in charge?<br />Control is in the hands of the participants, often yielding seemingly unpredictable results. <b...
Not sure where to start?<br />
The four step approach to the groundswell<br />P<br />O<br />S<br />T<br />PeopleAssess your customers’ Social Technograph...
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
Objectives: Define deployment<br />
Anatomy of an Effective Plan<br />Flexibility<br />One Objective<br />Needs of Members are put first –not marketers<br />P...
Flexibility<br />Adidas created an online community on MySpace.com, the brand developed a six- to 12-month road map that i...
Remember the needs of the community and prepare to participate<br />Success depends on interests of members first<br />Val...
Figure 2: A Taxonomy Of Detractors <br />Why they<br />make trouble<br />What you<br />should do<br />Type of detractor<br...
Create a community policy, focusing on the desired behavior<br />Set the tone by developing community guidelines that outl...
Prepare for costs and benefits.<br />Don’t run out of steam, prepare for all costs:<br />Hidden costs<br />Kick-Start Labo...
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
Build the internal teams first<br />Part educator, part evangelist, and all customer advocate.<br />Focus on tangible bene...
Get an Executive Champion<br />They often say the word “Customers.”<br />Your advocate — and defender — as you initiate di...
Establish clear lines of responsibility and ongoing processes<br />Nearly every department is impacted:<br />Marketing <br...
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
Social Media Strategist: Internal Leader<br />The community strategist who organizes internal resources and supports the p...
Community Manager: Member Champion<br />The community manager or moderator who interacts with members.<br />As a primary a...
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
When selecting a vendor<br />Lead With Needs, Not Technology.<br />Based upon your objectives, determine the right technol...
Services<br />Rely on services and support from experienced vendors. <br />Consultation<br />Moderation/Listening<br />Mod...
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
How to Kick-Start<br />First, find a creators and influencers <br />Consider creating an “embassy.”<br />Choose just a few...
Growing and Maintaining: Microsoft MVP<br />Microsoft rewarded members through public recognition.<br />Ambassadors.<br />
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
Growing and Maintaining<br />Stay engaged with your community by monitoring and quickly responding. <br />Integrate your c...
Obama, primary blog<br />
Obama on Facebook<br />
Obama on MySpace<br />
Obama on Twitter<br />
Obama on MySpace<br />
Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />H...
Widgets and opportunity for marketers<br />Growth.<br />13,083 applications on the platform <br />Top 10 apps have over 10...
Widgets and Applications<br />Mini Applications.<br />Successful Attributes.<br />Interactive<br />Offer value, not just “...
Widgets and Applications<br />Recommended Deployment:<br />Sponsor or rebrand existing widget<br />Integrate brand as part...
Case study: “Vampires” and movie “skins”<br />Sources: Facebook Screenshots<br />
OpenSocial<br />Google partnership.<br />Allows widgets to write once, run many.<br />Challenges.<br />Demographics are di...
Recommendations <br />Act more like a host at a party, rather than a cop.<br />The power is in the hands of the community....
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Transcript of "I=&amp;Expires=1247656525&amp;Aws Access Key Id=1 Z5 T9 H8 Pq39 V6 F79 V8 G2"

  1. 1.
  2. 2.
  3. 3. Theme<br />Community Are Powerful Tools, As Long As You Put Members’ Needs First.<br />
  4. 4. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  5. 5. An Online Community<br /><ul><li>An online community is an interactive group of people joined together by a common interest.</li></li></ul><li>Examples<br /><ul><li>A discussion forum where conversations develop
  6. 6. A custom application with profiles and connections
  7. 7. A group within an existing social networking site or email service.
  8. 8. A network of blogs.
  9. 9. Comments on a rating site.
  10. 10. Anywhere conversations and people connect and share.</li></li></ul><li>Usage of Social Networks are High<br />2/3 of Teens use Social Networking sites at least monthly<br />1/5 of teens use social networks daily<br />1/3 of Adults use at least monthly<br />Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007<br />North American Social Technographics Online Survey, Q2, 2007<br />
  11. 11. Communication and Self-Expression important<br />Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 <br />
  12. 12. …but who’s in charge?<br />Control is in the hands of the participants, often yielding seemingly unpredictable results. <br />Marketers must relinquish control or risk ending up with an empty community or — worse yet — brand backlash.<br />
  13. 13. Not sure where to start?<br />
  14. 14. The four step approach to the groundswell<br />P<br />O<br />S<br />T<br />PeopleAssess your customers’ Social Technographics profile<br />Objectives Decide what you want to accomplish<br />StrategyPlan for how relationships with customers will change<br />TechnologyDecide which social technologies to use<br />
  15. 15. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  16. 16. Objectives: Define deployment<br />
  17. 17.
  18. 18. Anatomy of an Effective Plan<br />Flexibility<br />One Objective<br />Needs of Members are put first –not marketers<br />Policy Creation<br />Prepare for costs and benefits<br />Select Success metrics<br />
  19. 19. Flexibility<br />Adidas created an online community on MySpace.com, the brand developed a six- to 12-month road map that included a design refresh for every three months. <br />
  20. 20. Remember the needs of the community and prepare to participate<br />Success depends on interests of members first<br />Valuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count.<br />Help docs<br />Behind-the-scenes videos <br />Sneak previews<br />
  21. 21. Figure 2: A Taxonomy Of Detractors <br />Why they<br />make trouble<br />What you<br />should do<br />Type of detractor<br />How to recognize<br />
  22. 22. Create a community policy, focusing on the desired behavior<br />Set the tone by developing community guidelines that outline the expected behavior of the community. <br />Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions.<br />“Be Fun, Friendly, and Informational.”<br />
  23. 23. Prepare for costs and benefits.<br />Don’t run out of steam, prepare for all costs:<br />Hidden costs<br />Kick-Start Labor<br />Internal Education<br />Ongoing Management<br />Develop a ROI and total cost model<br />(see online community best practices report)<br />
  24. 24. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  25. 25. Build the internal teams first<br />Part educator, part evangelist, and all customer advocate.<br />Focus on tangible benefits to company.<br />Create internal training sessions, call in experts.<br />Start by connecting with important decision-makers one at a time.<br />
  26. 26. Get an Executive Champion<br />They often say the word “Customers.”<br />Your advocate — and defender — as you initiate discussions with other internal stakeholders.<br />
  27. 27. Establish clear lines of responsibility and ongoing processes<br />Nearly every department is impacted:<br />Marketing <br />Product teams <br />Account teams <br />Support<br />Client teams<br />Setup mock simulations using internal versions of the tools<br />Develop internal guidelines<br />Create a rapid response team<br />
  28. 28.
  29. 29. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  30. 30. Social Media Strategist: Internal Leader<br />The community strategist who organizes internal resources and supports the program.<br />This experienced business manager: <br />Is able to maneuver within the organization<br />Leans on relationships with many business teams<br />Manages the business program<br />Leads the internal charge <br />Develops the objectives and obtain resources<br />Creates policy, deals with internal stakeholders, and provides ongoing reports to management <br />Ed Terpening<br />VP, Social Media, Wells Fargo<br />
  31. 31. Community Manager: Member Champion<br />The community manager or moderator who interacts with members.<br />As a primary advocate of the community, the community manager:<br />Balances the needs of the community with corporate objectives <br />Is a customer advocate <br />Is a brand evangelist<br />May create editorial content<br />Harvests customer needs for market intelligence<br />Skills.<br />possess strong online communication skills, is approachable and conversational, and has the ability to relate to members online and offline<br />Lionel Menchca<br />Digital Media Manager<br />Dell Computers<br />
  32. 32. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  33. 33. When selecting a vendor<br />Lead With Needs, Not Technology.<br />Based upon your objectives, determine the right technologies <br />First, develop your feature requirements. <br />There are many segments of social networks.<br />Organic (like Facebook, MySpace.com)<br />White Label<br />Insight<br />Collaboration<br />Widget<br />Media<br />Vertical<br />
  34. 34. Services<br />Rely on services and support from experienced vendors. <br />Consultation<br />Moderation/Listening<br />Moderating<br />Setup<br />Rebranding<br />Launching<br />Reporting<br />Caution: Stay engaged, don’t outsource your business strategy.<br />
  35. 35. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  36. 36. How to Kick-Start<br />First, find a creators and influencers <br />Consider creating an “embassy.”<br />Choose just a few features to launch with, and then add more as needed.<br />Integrate with other marketing activities.<br />Reward helpful members with recognition –not money<br />
  37. 37. Growing and Maintaining: Microsoft MVP<br />Microsoft rewarded members through public recognition.<br />Ambassadors.<br />
  38. 38. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Growing And Maintaining<br />Widgets and OpenSocial<br />
  39. 39. Growing and Maintaining<br />Stay engaged with your community by monitoring and quickly responding. <br />Integrate your community with real-world events. <br />Extend the reach of your community by cross-pollinating on existing social networks.<br />Obama for America while also maintaining a presence on Facebook. Videos on YouTube, Facebook, and Obama’s own network<br />
  40. 40. Obama, primary blog<br />
  41. 41. Obama on Facebook<br />
  42. 42. Obama on MySpace<br />
  43. 43. Obama on Twitter<br />
  44. 44. Obama on MySpace<br />
  45. 45. Agenda<br />Start with an Objective<br />Developing a Plan<br />Getting Your Company Ready<br />Staff you will need<br />How to pick a Vendor<br />Kick-Starting<br />Widgets and Open Social<br />
  46. 46. Widgets and opportunity for marketers<br />Growth.<br />13,083 applications on the platform <br />Top 10 apps have over 10 million installs<br />What works: <br />Applications that have robust functionality <br />Social features that connect users <br />Yet many are never successful<br />User<br />Direct friends<br />Indirect friends<br />Interested parties<br />Source: Rodney Rumford, CEO Gravitational Media: FaceReviews.com<br />Graphic Source: Rock You<br />
  47. 47. Widgets and Applications<br />Mini Applications.<br />Successful Attributes.<br />Interactive<br />Offer value, not just “Disposable”<br />Utilize social aspect<br />
  48. 48. Widgets and Applications<br />Recommended Deployment:<br />Sponsor or rebrand existing widget<br />Integrate brand as part of experience<br />Create own<br />
  49. 49. Case study: “Vampires” and movie “skins”<br />Sources: Facebook Screenshots<br />
  50. 50. OpenSocial<br />Google partnership.<br />Allows widgets to write once, run many.<br />Challenges.<br />Demographics are different in each community<br />Many APIs available<br />Still in Beta<br />Privacy issues with open data<br />
  51. 51. Recommendations <br />Act more like a host at a party, rather than a cop.<br />The power is in the hands of the community.<br />Traditional marketing tactics do not apply.<br />Develop your POST methodology.<br />People, Objectives, Strategy, Tools<br />Understand Objectives.<br />Listening<br />Talking<br />Energizing<br />Supporting<br />Embracing<br />
  52. 52. Jeremiah Owyang<br />Blog: web-strategist.com<br />Email: jowyang@forrester.com<br />Twitter: twitter.com/jowyang<br />www.forrester.com<br />Thank you<br />
  53. 53. Related Research<br /><ul><li>Based off the report: Online Community Best Practices
  54. 54. Companies Interviewed:</li></ul>ACDSee<br />AirTran Airways<br />Ant’s Eye View<br />Avenue A | Razorfish<br />Carnival Cruise Lines<br />Charles and Helen Schwab Foundation<br />Cnet TechRepublic<br />Constant Contact<br />Dogster<br />Intuit<br />Leverage Software<br />Microsoft<br />MySpace.com<br />Organic<br />Reuters AdvicePoint<br />SATMetrics<br />Telligent Systems<br />
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