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    I=&Expires=1247656525&Aws Access Key Id=1 Z5 T9 H8 Pq39 V6 F79 V8 G2 I=&Expires=1247656525&Aws Access Key Id=1 Z5 T9 H8 Pq39 V6 F79 V8 G2 Presentation Transcript

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