Gwu Social Media Workshop
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Gwu Social Media Workshop Gwu Social Media Workshop Presentation Transcript

  • SOCIAL & MOBILE MEDIA STRATEGIES MEDIA STRATEGIES Developing a Social Community Manager
  • Your Presenters
    • Ben Isenberg
    • Lane Douglas
  • 7 Steps to Developing a Community Manager
    • Admit Awareness
    • Develop Brand Community Strategy
    • Dedicate Staff Resources
    • Establish Duties & Responsible
    • Create Perspective 
    • Establish Metrics
    • Think Along the New Lines
  • Step One: Are You Willing To Admit It?
  • "There is no reason anyone would want a computer in their home."     Ken Olson President/founder Digital Equipment Corp., 1977 "I think there is a world market for maybe five computers."      Thomas Watson Chairman of IBM, 1943 Is This a Fad?
  • Brand Control
  •  
  • So, do you think you can “lock up” your brand?
  • A Brand Built on Security kryptonitelock.com
  • Kryptonite Compromised?
  • Source: Fortune (12/29/04), Technorati
  • Source: Hitwise
  • Social Networking and Forums Sites Compared to Travel Industry Age of Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. Source: Hitwise
  • Social Networking and Forums Sites Compared to Travel Industry Household Income Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Source: Hitwise
  • Step Two: Develop a Brand Community Strategy
  • What is a Brand Community?
    • Direct Marketing - Consumer Database?
      • Does not link the community
    • Social Media Platforms?
      • A tool to help unite the community
    • Viral User Generated Campaigns
      • Short term, objective focused effort
  • Brand Community
    • A group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brand’s benefit.
    Source: Agent Wildfire
  • Community Goals
    • Connect the brand with the consumers
    • Establish a consumer based community
    • Connect the brand community members
    • Hired MotiveQuest to monitor online buzz.
    • Discovered Mini-owners were 4 times more likely to talk online than any other auto brand. (w/exception of Volkswagen Jetta.)
    • Mini-owners were sharing pictures and stories and saw themselves as an exclusive club.
    • Mini chose to focus marketing towards current owners and NOT prospective buyers.
    • Goal was to use word-of-mouth, and not other conventional means to market the car.
    • J.D. Power & Associates (2006) showed that Mini outranked every other manufacturer in owner’s likelihood to recommend their car to others.
    • 2100 photos posted on Flickr, and over 3,000 owners came to Mini sponsored events. Sold 38,000 Mini-Coopers that year.
    Mini-Cooper
  • Identify the Benefits
    • Increase Traffic & Conversions
    • Enhance Brand Loyalty
    • Improved Insight and Feedback
    • Public Relations Management
    • Viral Marketing through the Community
    • Feed the Online Conversation
  • Strategy Development
    • Organizational Audit
    • Flirt Model
  • Organizational Audit
    • Does your firm have the passion for this?
    • Do your customers want this?
    • Do you want to truly listen/capitalize on your community’s/customer’s input?
    • Do you have the manpower and resources to support the effort?
    • Does your organization provide a consistent effort throughout the customer experience?
    • Can you make a large enough commitment to see the returns?
    • What areas of community input could you most benefit from?
    Source: Agent Wildfire
  • FLIRT - KEY ELEMENTS Source: Sami Viitamaki - Flirt Model FOCUS INCENTIVES TOOLS LANGUAGE RULES STRATEGIC TACTICAL TECHNICAL
  • Focus
    • Needs and goals of the Business
    • Values and preferences of the Customer
    • Capabilities of the Organization
    Source: Sami Viitamaki - Flirt Model
  • Language
    • Understanding Your Community:
      • What do they care about?
      • What values, things or activities do they find important?
      • What phenomena in pop-culture and contemporary society surrounds them at present?
    • Speak to your Community with a Human Voice.
    Source: Sami Viitamaki - Flirt Model
  • Incentives
    • Intrinsic Motivations:
      • Challenging oneself
      • Satisfying curiosity
      • Outlet for creativity
    • Extrinsic Incentives
      • Sense of belonging to a community
      • Authority and readership
      • Access to exclusive resources
      • Access to exclusive channels
      • Gaining social capital through contacts made in the community during collaboration
    Source: Sami Viitamaki - Flirt Model
  • Rules
    • Rules of Initiation in the Community
      • Registration?
    • Rules of Creation
      • Format, Media, etc.
    • Rules of Exchange & Interaction
      • Idea Creation and Comments
    Source: Sami Viitamaki - Flirt Model
  • Tools
    • Platform - To Create or Borrow
    • Creation Tools
    • Community Conversation
    • Company Tools
    • Staff Resources
    Source: Sami Viitamaki - Flirt Model
  • Chevy Tahoe Ad
  • Step Three: Establish the Proper Staffing
  • Community Manager
    • Community management = building relationships with people
    • Gives a human face to the company, lets people know there are real people behind the brand.
    • Gives people a direct point of contact within the company for questions, problems, or feedback.
  • What Skills Are Needed?
    • Dedication and persistence
    • Clear understanding of the brand
    • A connection with the brand community
    • Self motivation and a willingness to try new ideas
    • Project management & multitasking skills
    • Strong written skills
    • Ability to create new content (copy, imagery, messaging, etc).
    • Experience with social media & online platforms
  • What Kind of Person
    • Can’t be a control freak
    • Outgoing personality
    • Sense of humor
    • Sociable
      • Ability to start conversations and encourage people to join the conversation.
  • Text
  •  
  •  
  • Conversions
  • Step Four: Establish Duties & Responsibilities
  • Organization Design
  • Team Environment
    • Collaborative Effort
    • Bridge the Teams
      • Web - IT
      • Marketing
      • Branding
      • Outreach
      • Customer Service
      • Executive
  • Core Responsibilities
    • Community Advocate - engaging customers by responding to their requests and needs
    • Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions
    • Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors
    • Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams
    • Moderator/Ombudsperson/Police
    Source: Agent Wildfire
  • Tasks
    • Program manager/developer – overall leadership of program
    • Events host – be the face of the brand and community at sponsored events
    • Recruitment lead – become a rallying point for inviting people in
    • Blog author/announcements – post frequently updates and successes of the community
    • Forum moderation –spark lively debate and exchange within forums
    • Research collector – ensuring the proper information gets collected and insights generated
    • Online administrator – handling uploads and downloads of information online
    Source: Agent Wildfire
  • Tasks
    • Community ambassador – being the face of this program with key stakeholders
    • Personal concierge – interacting one on one with new and VIP members
    • Client team intermediary, go-to and on-the-ground person
    • Product educator – mentoring loyal customers and new people
    • Mystery shopper/street/online intercepts –identifying true influencers
    • Pushing the membrane – online/offline outreach – executing creative ideas that push the brand into new exciting areas
    • Client stir stick – being the conscience of the community inside the company
    Source: Agent Wildfire
  • Step Five Create Perspective
  • The two components 1. Filtering the technology 2. Filtering your audience
  • Filtering the Technology Technology Putting It All In Perspective
  • Overwhelming!
  • The Big Players
  • A little cleanup
  • and a little organization
  • ...and finally.
  • Filtering the Audience Audience Putting It All In Perspective
  • The Social Technographics Ladder
  • The Social Technographics Profile Toys-R-Us and L.L. Bean http://www.forrester.com/Groundswell/profile_tool.html
  • Step Six: Establish Metrics
  • Measurements
    • Responsiveness to communications (blog comments, emails, twitter messages and forum threads). Within less than a 24 hour period
    • Number of QUALITY blog posts read and shared via Google Reader.
    • Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month.
    • Overall quality of the Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic).
    Source: Chris Borgan
  • Measurements
    • Engagement on the company’s blog/community/network.
      • (Number of subscribers, number of comments, number of links out to other blogs from the community site).
    • Number of quality blog posts and linking posts (possibly a 40/60 split between original and linked)
    • Eventually, number of links from other sites to the company’s blogs and media.
    Source: Chris Borgan
  • Success Metrics
    • Empower the listening ability of our organization to our community’s needs and desires.
    • Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
    • Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
  • The Marketing Funnel Awareness Consideration Preference Action Loyalty Eyeballs Buyers
  • Hewlett-Packard
    • Hundreds of products, tons of software and billions of dollars in services.
    • Wanted to help the consumer make the intelligent choice in selecting the right product for their needs.
    • 50 corporate executives across the various divisions started company-sponsored blogs.
    • Exec over printer division posted a blog piece on which HP printers were “Vista-Ready.”
    • Other bloggers, rather than writing their own reviews, simply linked to the HP blog since it came from the “experts.”
    • Blog rose to #1 ranking on Google for the search “HP printers Vista .”
  • Step Seven Think Along New Lines
  • Most Embarrassing Moment
  • Twitter = Ask the Audience
  • “ The online world, or what we call the internet, is first and foremost about information.” Jakob Nielsen Nielsen-Norman Group useit.com Web 1.0 Web 2.0 Web 2.5
  • “ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION
  •  
  • The Twitter Cloud
    • Air France disaster looms large.
  • What I learned long before CNN reported it. CNN reported it.
    • AirFrance plane disappeared from radar over Atlantic Ocean.
    • Debris field found NE of Brazil’s coast.
    • Water depth there ~21,000 ft.
    • 2 Americans on plane.
    • AirFrance had similar plane with similar route (Buenos Aires to Paris) delayed several days earlier due to bomb threat.
  • The speed at which information can be made available will become an increasingly important factor in brand loyalty.
  • Where are you eating today?
  • Tacos via Twitter
  • 7 Steps to Developing a Community Manager
    • Admit Awareness
    • Develop Brand Community Strategy
    • Dedicate Staff Resources
    • Establish Duties & Responsible
    • Create Perspective 
    • Establish Metrics
    • Think Along the New Lines
  • QUESTIONS
  • Thank You!
    • Ben Isenberg [email_address] twitter: bdisenber g
    • Lane Douglas [email_address] twitter: lanedougl as