I=&Expires=1247656525&Aws Access Key Id=1 Z5 T9 H8 Pq39 V6 F79 V8 G2
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

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

  • 1,430 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,430
On Slideshare
1,429
From Embeds
1
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 1

http://www.apurva.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1.
  • 2.
  • 3. Theme
    Community Are Powerful Tools, As Long As You Put Members’ Needs First.
  • 4. 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
  • 5. 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
    • 6. A custom application with profiles and connections
    • 7. A group within an existing social networking site or email service.
    • 8. A network of blogs.
    • 9. Comments on a rating site.
    • 10. 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
  • 11. Communication and Self-Expression important
    Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007
  • 12. …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.
  • 13. Not sure where to start?
  • 14. 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
  • 15. 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
  • 16. Objectives: Define deployment
  • 17.
  • 18. 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
  • 19. 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.
  • 20. 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
  • 21. Figure 2: A Taxonomy Of Detractors
    Why they
    make trouble
    What you
    should do
    Type of detractor
    How to recognize
  • 22. 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.”
  • 23. 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)
  • 24. 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
  • 25. 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.
  • 26. Get an Executive Champion
    They often say the word “Customers.”
    Your advocate — and defender — as you initiate discussions with other internal stakeholders.
  • 27. 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
  • 28.
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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.
  • 35. 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
  • 36. 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
  • 37. Growing and Maintaining: Microsoft MVP
    Microsoft rewarded members through public recognition.
    Ambassadors.
  • 38. 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
  • 39. 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
  • 40. Obama, primary blog
  • 41. Obama on Facebook
  • 42. Obama on MySpace
  • 43. Obama on Twitter
  • 44. Obama on MySpace
  • 45. 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
  • 46. 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
  • 47. Widgets and Applications
    Mini Applications.
    Successful Attributes.
    Interactive
    Offer value, not just “Disposable”
    Utilize social aspect
  • 48. Widgets and Applications
    Recommended Deployment:
    Sponsor or rebrand existing widget
    Integrate brand as part of experience
    Create own
  • 49. Case study: “Vampires” and movie “skins”
    Sources: Facebook Screenshots
  • 50. 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
  • 51. 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
  • 52. Jeremiah Owyang
    Blog: web-strategist.com
    Email: jowyang@forrester.com
    Twitter: twitter.com/jowyang
    www.forrester.com
    Thank you
  • 53. Related Research
    • Based off the report: Online Community Best Practices
    • 54. 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