Gwu Social Media Workshop


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  • Gwu Social Media Workshop

    1. 1. SOCIAL & MOBILE MEDIA STRATEGIES MEDIA STRATEGIES Developing a Social Community Manager
    2. 2. Your Presenters <ul><li>Ben Isenberg </li></ul><ul><li>Lane Douglas </li></ul>
    3. 3. 7 Steps to Developing a Community Manager <ul><li>Admit Awareness </li></ul><ul><li>Develop Brand Community Strategy </li></ul><ul><li>Dedicate Staff Resources </li></ul><ul><li>Establish Duties & Responsible </li></ul><ul><li>Create Perspective  </li></ul><ul><li>Establish Metrics </li></ul><ul><li>Think Along the New Lines </li></ul>
    4. 4. Step One: Are You Willing To Admit It?
    5. 5. &quot;There is no reason anyone would want a computer in their home.&quot;     Ken Olson President/founder Digital Equipment Corp., 1977 &quot;I think there is a world market for maybe five computers.&quot;      Thomas Watson Chairman of IBM, 1943 Is This a Fad?
    6. 6. Brand Control
    7. 8. So, do you think you can “lock up” your brand?
    8. 9. A Brand Built on Security
    9. 10. Kryptonite Compromised?
    10. 11. Source: Fortune (12/29/04), Technorati
    11. 12. Source: Hitwise
    12. 13. 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
    13. 14. 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
    14. 15. Step Two: Develop a Brand Community Strategy
    15. 16. What is a Brand Community? <ul><li>Direct Marketing - Consumer Database? </li></ul><ul><ul><li>Does not link the community </li></ul></ul><ul><li>Social Media Platforms? </li></ul><ul><ul><li>A tool to help unite the community </li></ul></ul><ul><li>Viral User Generated Campaigns </li></ul><ul><ul><li>Short term, objective focused effort </li></ul></ul>
    16. 17. Brand Community <ul><li>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. </li></ul>Source: Agent Wildfire
    17. 18. Community Goals <ul><li>Connect the brand with the consumers </li></ul><ul><li>Establish a consumer based community </li></ul><ul><li>Connect the brand community members </li></ul>
    18. 19. <ul><li>Hired MotiveQuest to monitor online buzz. </li></ul><ul><li>Discovered Mini-owners were 4 times more likely to talk online than any other auto brand. (w/exception of Volkswagen Jetta.) </li></ul><ul><li>Mini-owners were sharing pictures and stories and saw themselves as an exclusive club. </li></ul><ul><li>Mini chose to focus marketing towards current owners and NOT prospective buyers. </li></ul><ul><li>Goal was to use word-of-mouth, and not other conventional means to market the car. </li></ul><ul><li>J.D. Power & Associates (2006) showed that Mini outranked every other manufacturer in owner’s likelihood to recommend their car to others. </li></ul><ul><li>2100 photos posted on Flickr, and over 3,000 owners came to Mini sponsored events. Sold 38,000 Mini-Coopers that year. </li></ul>Mini-Cooper
    19. 20. Identify the Benefits <ul><li>Increase Traffic & Conversions </li></ul><ul><li>Enhance Brand Loyalty </li></ul><ul><li>Improved Insight and Feedback </li></ul><ul><li>Public Relations Management </li></ul><ul><li>Viral Marketing through the Community </li></ul><ul><li>Feed the Online Conversation </li></ul>
    20. 21. Strategy Development <ul><li>Organizational Audit </li></ul><ul><li>Flirt Model </li></ul>
    21. 22. Organizational Audit <ul><li>Does your firm have the passion for this? </li></ul><ul><li>Do your customers want this? </li></ul><ul><li>Do you want to truly listen/capitalize on your community’s/customer’s input? </li></ul><ul><li>Do you have the manpower and resources to support the effort? </li></ul><ul><li>Does your organization provide a consistent effort throughout the customer experience? </li></ul><ul><li>Can you make a large enough commitment to see the returns? </li></ul><ul><li>What areas of community input could you most benefit from? </li></ul>Source: Agent Wildfire
    23. 24. Focus <ul><li>Needs and goals of the Business </li></ul><ul><li>Values and preferences of the Customer </li></ul><ul><li>Capabilities of the Organization </li></ul>Source: Sami Viitamaki - Flirt Model
    24. 25. Language <ul><li>Understanding Your Community: </li></ul><ul><ul><li>What do they care about? </li></ul></ul><ul><ul><li>What values, things or activities do they find important? </li></ul></ul><ul><ul><li>What phenomena in pop-culture and contemporary society surrounds them at present? </li></ul></ul><ul><li>Speak to your Community with a Human Voice. </li></ul>Source: Sami Viitamaki - Flirt Model
    25. 26. Incentives <ul><li>Intrinsic Motivations: </li></ul><ul><ul><li>Challenging oneself </li></ul></ul><ul><ul><li>Satisfying curiosity </li></ul></ul><ul><ul><li>Outlet for creativity </li></ul></ul><ul><li>Extrinsic Incentives </li></ul><ul><ul><li>Sense of belonging to a community </li></ul></ul><ul><ul><li>Authority and readership </li></ul></ul><ul><ul><li>Access to exclusive resources </li></ul></ul><ul><ul><li>Access to exclusive channels </li></ul></ul><ul><ul><li>Gaining social capital through contacts made in the community during collaboration </li></ul></ul>Source: Sami Viitamaki - Flirt Model
    26. 27. Rules <ul><li>Rules of Initiation in the Community </li></ul><ul><ul><li>Registration? </li></ul></ul><ul><li>Rules of Creation </li></ul><ul><ul><li>Format, Media, etc. </li></ul></ul><ul><li>Rules of Exchange & Interaction </li></ul><ul><ul><li>Idea Creation and Comments </li></ul></ul>Source: Sami Viitamaki - Flirt Model
    27. 28. Tools <ul><li>Platform - To Create or Borrow </li></ul><ul><li>Creation Tools </li></ul><ul><li>Community Conversation </li></ul><ul><li>Company Tools </li></ul><ul><li>Staff Resources </li></ul>Source: Sami Viitamaki - Flirt Model
    28. 29. Chevy Tahoe Ad
    29. 30. Step Three: Establish the Proper Staffing
    30. 31. Community Manager <ul><li>Community management = building relationships with people </li></ul><ul><li>Gives a human face to the company, lets people know there are real people behind the brand. </li></ul><ul><li>Gives people a direct point of contact within the company for questions, problems, or feedback. </li></ul>
    31. 32. What Skills Are Needed? <ul><li>Dedication and persistence </li></ul><ul><li>Clear understanding of the brand </li></ul><ul><li>A connection with the brand community </li></ul><ul><li>Self motivation and a willingness to try new ideas </li></ul><ul><li>Project management & multitasking skills </li></ul><ul><li>Strong written skills </li></ul><ul><li>Ability to create new content (copy, imagery, messaging, etc). </li></ul><ul><li>Experience with social media & online platforms </li></ul>
    32. 33. What Kind of Person <ul><li>Can’t be a control freak </li></ul><ul><li>Outgoing personality </li></ul><ul><li>Sense of humor </li></ul><ul><li>Sociable </li></ul><ul><ul><li>Ability to start conversations and encourage people to join the conversation. </li></ul></ul>
    33. 34. Text
    34. 37. Conversions
    35. 38. Step Four: Establish Duties & Responsibilities
    36. 39. Organization Design
    37. 40. Team Environment <ul><li>Collaborative Effort </li></ul><ul><li>Bridge the Teams </li></ul><ul><ul><li>Web - IT </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Outreach </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Executive </li></ul></ul>
    38. 41. Core Responsibilities <ul><li>Community Advocate - engaging customers by responding to their requests and needs </li></ul><ul><li>Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions </li></ul><ul><li>Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors </li></ul><ul><li>Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams </li></ul><ul><li>Moderator/Ombudsperson/Police </li></ul>Source: Agent Wildfire
    39. 42. Tasks <ul><li>Program manager/developer – overall leadership of program </li></ul><ul><li>Events host – be the face of the brand and community at sponsored events </li></ul><ul><li>Recruitment lead – become a rallying point for inviting people in </li></ul><ul><li>Blog author/announcements – post frequently updates and successes of the community </li></ul><ul><li>Forum moderation –spark lively debate and exchange within forums </li></ul><ul><li>Research collector – ensuring the proper information gets collected and insights generated </li></ul><ul><li>Online administrator – handling uploads and downloads of information online </li></ul>Source: Agent Wildfire
    40. 43. Tasks <ul><li>Community ambassador – being the face of this program with key stakeholders </li></ul><ul><li>Personal concierge – interacting one on one with new and VIP members </li></ul><ul><li>Client team intermediary, go-to and on-the-ground person </li></ul><ul><li>Product educator – mentoring loyal customers and new people </li></ul><ul><li>Mystery shopper/street/online intercepts –identifying true influencers </li></ul><ul><li>Pushing the membrane – online/offline outreach – executing creative ideas that push the brand into new exciting areas </li></ul><ul><li>Client stir stick – being the conscience of the community inside the company </li></ul>Source: Agent Wildfire
    41. 44. Step Five Create Perspective
    42. 45. The two components 1. Filtering the technology 2. Filtering your audience
    43. 46. Filtering the Technology Technology Putting It All In Perspective
    44. 47. Overwhelming!
    45. 48. The Big Players
    46. 49. A little cleanup
    47. 50. and a little organization
    48. 51. ...and finally.
    49. 52. Filtering the Audience Audience Putting It All In Perspective
    50. 53. The Social Technographics Ladder
    51. 54. The Social Technographics Profile Toys-R-Us and L.L. Bean
    52. 55. Step Six: Establish Metrics
    53. 56. Measurements <ul><li>Responsiveness to communications (blog comments, emails, twitter messages and forum threads). Within less than a 24 hour period </li></ul><ul><li>Number of QUALITY blog posts read and shared via Google Reader. </li></ul><ul><li>Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month. </li></ul><ul><li>Overall quality of the Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic). </li></ul>Source: Chris Borgan
    54. 57. Measurements <ul><li>Engagement on the company’s blog/community/network. </li></ul><ul><ul><li>(Number of subscribers, number of comments, number of links out to other blogs from the community site). </li></ul></ul><ul><li>Number of quality blog posts and linking posts (possibly a 40/60 split between original and linked) </li></ul><ul><li>Eventually, number of links from other sites to the company’s blogs and media. </li></ul>Source: Chris Borgan
    55. 58. Success Metrics <ul><li>Empower the listening ability of our organization to our community’s needs and desires. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
    56. 59. The Marketing Funnel Awareness Consideration Preference Action Loyalty Eyeballs Buyers
    57. 60. Hewlett-Packard <ul><li>Hundreds of products, tons of software and billions of dollars in services. </li></ul><ul><li>Wanted to help the consumer make the intelligent choice in selecting the right product for their needs. </li></ul><ul><li>50 corporate executives across the various divisions started company-sponsored blogs. </li></ul><ul><li>Exec over printer division posted a blog piece on which HP printers were “Vista-Ready.” </li></ul><ul><li>Other bloggers, rather than writing their own reviews, simply linked to the HP blog since it came from the “experts.” </li></ul><ul><li>Blog rose to #1 ranking on Google for the search “HP printers Vista .” </li></ul>
    58. 61. Step Seven Think Along New Lines
    59. 62. Most Embarrassing Moment
    60. 63. Twitter = Ask the Audience
    61. 64. “ The online world, or what we call the internet, is first and foremost about information.” Jakob Nielsen Nielsen-Norman Group Web 1.0 Web 2.0 Web 2.5
    62. 65. “ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION
    63. 67. The Twitter Cloud <ul><li>Air France disaster looms large. </li></ul>
    64. 68. What I learned long before CNN reported it. CNN reported it. <ul><li>AirFrance plane disappeared from radar over Atlantic Ocean. </li></ul><ul><li>Debris field found NE of Brazil’s coast. </li></ul><ul><li>Water depth there ~21,000 ft. </li></ul><ul><li>2 Americans on plane. </li></ul><ul><li>AirFrance had similar plane with similar route (Buenos Aires to Paris) delayed several days earlier due to bomb threat. </li></ul>
    65. 69. The speed at which information can be made available will become an increasingly important factor in brand loyalty.
    66. 70. Where are you eating today?
    67. 71. Tacos via Twitter
    68. 72. 7 Steps to Developing a Community Manager <ul><li>Admit Awareness </li></ul><ul><li>Develop Brand Community Strategy </li></ul><ul><li>Dedicate Staff Resources </li></ul><ul><li>Establish Duties & Responsible </li></ul><ul><li>Create Perspective  </li></ul><ul><li>Establish Metrics </li></ul><ul><li>Think Along the New Lines </li></ul>
    69. 73. QUESTIONS
    70. 74. Thank You! <ul><li>Ben Isenberg [email_address] twitter: bdisenber g </li></ul><ul><li>Lane Douglas [email_address] twitter: lanedougl as </li></ul>