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Community management intro
 

Community management intro

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    Community management intro Community management intro Presentation Transcript

    • SULLIVAN FINCH SLOANEThursday, March 21, 13
    • ORThursday, March 21, 13
    • Tell em what you’re gonna tell em. Tell em Then...Thursday, March 21, 13
    • Tell em what you’re gonna tell em. Tell em Then... Tell em what you told emThursday, March 21, 13
    • Brand Development Finding the core of your product, Building an Image / Feel Social Marketing Taking that core “to market”, digitally representing that message to the worldThursday, March 21, 13
    • COMMUNITY MANAGEMENT an introduction EIS 2350Thursday, March 21, 13
    • IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “enteratinment industry”Thursday, March 21, 13
    • IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “enteratinment industry” IT’S ABOUT FAN ENGAGEMENTThursday, March 21, 13
    • IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “enteratinment industry” IT’S ABOUT FAN ENGAGEMENT poor fan management will not equate to monetization!Thursday, March 21, 13
    • IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “enteratinment industry” IT’S ABOUT FAN ENGAGEMENT poor fan management will not equate to monetization!Thursday, March 21, 13
    • IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “enteratinment industry” IT’S ABOUT FAN ENGAGEMENT ...and in the end $$$$ poor fan management will not equate to monetization!Thursday, March 21, 13
    • IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “enteratinment industry” IT’S ABOUT FAN ENGAGEMENT ...and in the end $$$$ poor fan management will not equate to monetization!Thursday, March 21, 13
    • HOW WE GOT HERE: Fan Clubs: A fan club is a group that is dedicated to a well-known person, group, idea, or sometimes an inanimate object. Fan clubs were initially (and sometimes still) run by fans who devote a considerable amount of time and resources supporting them. There are also “official” fan clubs that are run by someone associated with the person or organization the club is centered around. This is the case for many musicians, sports teams, and entertainment figures. Paper Fan Club: A community of people who sign up via Mail to receive a periodical news letter.Thursday, March 21, 13
    • HOW WE GOT HERE: Fan Clubs: A fan club is a group that is dedicated to a well-known person, group, idea, or sometimes an inanimate object. Fan clubs were initially (and sometimes still) run by fans who devote a considerable amount of time and resources supporting them. There are also “official” fan clubs that are run by someone associated with the person or organization the club is centered around. This is the case for many musicians, sports teams, and entertainment figures. Paper Fan Club: A community of people who sign up via Mail to receive a periodical news letter.Thursday, March 21, 13
    • HOW WE GOT HERE: Paper Fan Club: You’d also get some swag: a t-shirt, laminate, membership card, etc. all for $25 a year!Thursday, March 21, 13
    • ADVENT OF THE INTER-WEBS Message Boards: Groups of fans coming together to discuss information specific to their artist.Thursday, March 21, 13
    • ARTIST ONLINE FAN CLUB Initially there are Two Models: Todd Rundgren David BowieThursday, March 21, 13
    • ONLINE FAN CLUB ISP Web Based The Fan Club IS the web. Fan Club as a function of the You’d logon to a portal similar WebSite. Fans would have to AOL. access to traditional fan club At which point the entire materials in addition to portal is branded to that of “Official” message boards and the artist. potential interaction with the artistThursday, March 21, 13
    • WEB BASED FAN CLUB Web Based Fan Clubs (obviously) Win Out Contesting Win Tickets, Meet & Greet, etc Submit Imagery; fan photos, tee shirt designs, etc Community Message Boards Online Chats Scheduled times to “talk” to the artistThursday, March 21, 13
    • WEB BASED FAN CLUB This basic premise grew a slew of companies echo music music today ultrastar entertainment (david bowie) music city networks MLBThursday, March 21, 13
    • WEB BASED FAN CLUB CO. Primary Features Email Signup Store Fan Club Integration “Pre-Sale” Tickets What they were really selling was data integration.Thursday, March 21, 13
    • WEB BASED FAN CLUB CO. Primary Features Email Signup Store Fan Club Integration “Pre-Sale” Tickets What they were really selling was data integration.Thursday, March 21, 13
    • NEW TECHNOLOGIES Lowered Barrier of Entry (CMS) Wordpress, Drupal, Joomla HTML 5 Mobile Technology Apps Social... Networks...Thursday, March 21, 13
    • NEW TECHNOLOGIES Lowered Barrier of Entry (CMS) Wordpress, Drupal, Joomla HTML 5 Mobile Technology Apps Social... Networks...Thursday, March 21, 13
    • ... AND EVEN EASIER WIX TUMBLR SQUARESPACE SNAPPAGES WEBNODEThursday, March 21, 13
    • THE SOCIAL SHIFT Social Networking Transformed the Digital Space Where there used to be ONE communication channel (which you owned and controlled) There were now DOZENS (which are social properties you manage but don’t own) Brands found (and continue to find) difficulty in Prioritizing and Managing their communication channelsThursday, March 21, 13
    • PRESENT DAY: HOW ARE WE MANAGING COMMUNITY ...and what should we be looking for? Increased Brand Awareness Visibility and Referral Traffic Higher Brand Affinity and Brand Recall Increased Traffic and Sales Measurable “Word-Of-Mouth” (viral) Customer Loyalty and Deepened Relationships Brand Development and Innovation Long Term Customer Relationship ManagementThursday, March 21, 13
    • WHAT ARE THE TOOLS? Social Networks Email Marketing Official Web Presence Street Team, Fan Club, Apps (D2F, Mobile, Fan Sites Embeds)Thursday, March 21, 13
    • HOW TO USE THE TOOLS ...what should we be looking for? Who is the audience? How large are they? What characteristic do they share? What do they care about? What do they talk about? Who do they talk to? How do they interact? How do you best contact them?Thursday, March 21, 13
    • HOW THE HELL DO YOU FIND THAT OUT ???Thursday, March 21, 13
    • ANALYTICS If you get nothing else from this class. Appreciate AnalyticsThursday, March 21, 13
    • ANALYTICS If you get nothing else from this class. Appreciate Analytics The tools we use may change, but our interpretation of data will always be what makes or breaks the management of online communities.Thursday, March 21, 13
    • MONETIZATIONThursday, March 21, 13
    • THE FUNNEL: AN OVERVIEW Total Fan BaseThursday, March 21, 13
    • THE FUNNEL: AN OVERVIEW Casual Fan (willing to purchase Total Fan Base album or ticket)Thursday, March 21, 13
    • THE FUNNEL: AN OVERVIEW Rabid Fan Casual Fan (brand disciple, (willing tomusic/tix, purchase purchase Total Fan Base and turnor ticket) album other fans onto the brand)Thursday, March 21, 13
    • THE FUNNEL: AN OVERVIEW Rabid Fan Hardcore Fan Casual Fan (brand disciple, (avid disciple, (willing tomusic/tix, purchase purchase Total Fan Base multi-purchase, and turnor ticket) album other fans non-fairweather) onto the brand)Thursday, March 21, 13
    • THE FUNNEL: AN OVERVIEW Rabid Fan Lifetime Hardcore Fan Casual Fan (brand disciple, (avidFan disciple, (willing tomusic/tix, purchase purchase Total Fan Base multi-purchase, (buys and turnor ticket) album other fans non-fairweather) everything) onto the brand)Thursday, March 21, 13
    • FOCUS ON THE CORE ...know your fans and their tendencies Monitoring and Measuring analytics let you know many things about your fanbase. How should you contact them? How frequently? Through What Channels? What time / What day? What will they share? What are they most willing to buy?Thursday, March 21, 13
    • TAKE AWAYS: Understanding of Analytics allows you to maximize your Audience Funnel Convert more Rabid, Hardcore, and Lifetime fans. The tools WILL change. The ways in which we know our fanbase will not.Thursday, March 21, 13
    • THE REST OF THE SEMESTER Methodology to Content and Communication How to determine core fans and market to them How to analyze data and truly know your fanbase Knock group projects out of the parkThursday, March 21, 13