Building a Robust Online Community LISA BOWNAS Director of Strategic Services

Building a Robust Online Community

Top independent digital marketing agency Founded in 1981; 200+ associates Clients include HP, P&G, The Limited Brands Headquartered in Columbus, OH Published two books The Ten Demandments (2002) The Open Brand (2008) ABOUT RESOURCE INTERACTIVE

Top independent digital marketing agency

Founded in 1981; 200+ associates

Clients include HP, P&G, The Limited Brands

Headquartered in Columbus, OH

Published two books

The Ten Demandments (2002)

The Open Brand (2008)

More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceed the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Internet users read online product reviews. — JupiterResearch, August 2007 412.3 years = Time it would take to view all of the material on YouTube. — Digital Ethnography, Kansas State University March 17th 2008 85.9 million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. --Nielsen Online Stats, 2007

community a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the ): the business community; the community of scholars. Source: dictionary.com

a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the ): the business community; the community of scholars.

Source: dictionary.com

community

COMMUNITY EXAMPLES Forums and discussion boards Social tagging Ratings and reviews Blogs Virtual worlds Wikis Photo sharing Video sharing

Forums and discussion boards

Social tagging

Ratings and reviews

Blogs

Virtual worlds

Wikis

Photo sharing

Video sharing

COMMUNITIES AND O.P.E.N.

COMMUNITIES AND O.P.E.N.

Five Reasons to Open Your Brand REVENUE ROI R&D RELATIONSHIPS RELEVANCE

… is for On-Demand Delivers accessible, self-directed and instantly gratifying experiences. … is for Personal Facilitates meaningful interaction with many markets of one. … is for Engaging Deepens attachment through relevant emotional experiences. … is for Networked Taps the exponential potential of individual consumers and online niche communities. Efficiency Ease Control Findability Instantaneousness Acknowledgement Dialogue Customization Privilege Popularity Participation Belonging Immersion Entertainment Inspiration Self-expression Ego gratification Portability Community Meaningful change Defining Traits of OPEN

Efficiency

Ease

Control

Findability

Instantaneousness

Acknowledgement

Dialogue

Customization

Privilege

Popularity

Participation

Belonging

Immersion

Entertainment

Inspiration

Self-expression

Ego gratification

Portability

Community

Meaningful change

ON-DEMAND Do you make it fast and easy to subscribe or renew?

PERSONAL Do you listen to your consumers and personalize their experience?

ENGAGING Do you compel consumers to spend time with your publication online?

NETWORKED Do your consumers collectively influence the future of your publication?

EXAMPLES

EXAMPLES

SCOTTS MIRACLE-GRO REDESIGN Transforming the experience from product to consumer-centric

Personal profile: sharing and blogging 

Communities, pic sharing and forums 

Helpful articles, projects, advice 

RESULTS Recognized by media outlets such as New York Times for its approachable appeal Thousands of registrations within first month and since launching, thousands of photos have been uploaded and product recommendations posted

Recognized by media outlets such as New York Times for its approachable appeal

Thousands of registrations within first month and since launching, thousands of photos have been uploaded and product recommendations posted

USA TODAY Consumers shape and spread the news by commenting and sharing

USA TODAY Consumers can participate at all levels – read, recommend or comment

STYLE.COM LOOKBOOKS Consumers create, share and rate Style.com content in personal lookbooks

VS PINK Comprehensive Digital Millennial experience that bridges online, offline and mobile

VS PINK Dance video contest with voting

VS PINK Mobile app for picture sharing

VS PINK Mobile app for picture sharing

PEOPLE’S CHOICE AWARDS USER GENERATED POLLS Centered community around influence Allowed customers to write their own polls

USER GENERATED POLLS

Centered community around influence

Allowed customers to write their own polls

HOW TO GET STARTED: POST P eople O bjective S trategy T echnology/Tactic Source: Forrester Research

P eople

O bjective

S trategy

T echnology/Tactic

P eople Consumer/customer wants/needs Info gathering/research Poll or survey Age, interests, online activities Source: Forrester Research

Consumer/customer wants/needs

Info gathering/research

Poll or survey

Age, interests, online activities

ICITIZENS Motivations to Create, Share, Influence Online “ I CONNECT” Connect and share with people who have similar interests 16% “ I AM” Improve companies or the experience of self and others 7% “ I MATTER” Seek recognition and some degree of fame/fortune 3% “ I CAN” Use digital tools for life management 74%

MUCH MORE THAN CONSUMING… Creating Resource Interactive iCitizen Motivational Study, 2007 Adult online population in the last month Created an online video Posted a rating/review Published my own blog Tagged web pages or other content Participated in a virtual world Created or revised a wiki page/entry Mashed up content 18-25 year olds in the last month

MUCH MORE THAN CONSUMING… Sharing and Influencing Resource Interactive iCitizen Motivational Study, 2007 Found something online and passed it along Commented on a blog Uploaded pictures/videos/audio Used a social networking site Participated in an online community/forum Chatted online with a customer service rep using IM Adult online population in the last month 18-25 year olds in the last month

DIGITAL MILLENNIALS RESEARCH Defining Characteristics: Perpetually connected Multi-tasking and productive Filtering for immediacy and control Self-expressive yet assimilative Optimistic and self-entitled Digital diaries with Gen Y fuel insights for innovation, speed to market and brand relevance.

Defining Characteristics:

Perpetually connected

Multi-tasking and productive

Filtering for immediacy and control

Self-expressive yet assimilative

Optimistic and self-entitled

1: Keep it real 2: Hear me out 5: Entertain me WHAT DIGITAL MILLENNIALS NEED 3: Be original or don’t be 4: My way now

O bjective Identify your key objective Attract new subscribers? Deepen engagement with existing subscribers? Increase loyalty? Source: Forrester Research

Identify your key objective

Attract new subscribers?

Deepen engagement with existing subscribers?

Increase loyalty?

S trategy Changing relationship with subscribers Source: Forrester Research

Changing relationship with subscribers

T echnology/Tactic Select the social technology/tactic Source: Forrester Research

Select the social technology/tactic

IDEAS Leverage existing communities

IDEAS Use polls to start the dialogue

Use polls to start the dialogue

YOUR IDEAS

YOUR IDEAS

YOUR IDEAS What else could Florida Trend do?

What else could Florida Trend do?

YOUR IDEAS

YOUR IDEAS

THANK YOU. LISA BOWNAS [email_address] 614.621.2888 www.resource.com