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Community management intro

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Transcript

  • 1. Tell em what you’re gonna tell em. Tell em Then... Tell em what you told em
  • 2. 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 world
  • 3. COMMUNITY MANAGEMENT an introduction EIS 2350
  • 4. IF YOU BUILD IT... will the fans show up? Something I think we tend to lose ! sight of in the “entertainment industry” IT’S ABOUT FAN ENGAGEMENT ...and in the end $$$$ poor fan management will not equate to monetization!
  • 5. 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.
  • 6. 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!
  • 7. ADVENT OF THE INTER-WEBS Message Boards: Groups of fans coming together to discuss information ! specific to their artist.
  • 8. ARTIST ONLINE FAN CLUB Initially there are Two Models: Todd Rundgren David Bowie
  • 9. ONLINE FAN CLUB ISP Web Based The Fan Club IS the web. You’d logon to a portal similar to AOL. ! At which point the entire portal is branded to that of the artist. Fan Club as a function of the WebSite. Fans would have access to traditional fan club materials in addition to “Official” message boards and potential interaction with the artist
  • 10. 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 artist
  • 11. WEB BASED FAN CLUB This basic premise grew a slew of companies echo music music today ultrastar entertainment (david bowie) music city networks MLB
  • 12. WEB BASED FAN CLUB CO. Primary Features Email Signup! Store! Fan Club Integration! “Pre-Sale” Tickets What they were really selling was data integration.
  • 13. NEW TECHNOLOGIES Lowered Barrier of Entry (CMS)! Wordpress, Drupal, Joomla! HTML 5! Mobile Technology! Apps! Social... Networks...
  • 14. ... AND EVEN EASIER WIX! TUMBLR! SQUARESPACE! SNAPPAGES! WEBNODE
  • 15. 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 ! channels
  • 16. 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 Management
  • 17. WHAT ARE THE TOOLS? Social Networks Email Marketing Official Web Presence Street Team, Fan Club,! Fan Sites Apps (D2F, Mobile,! Embeds)
  • 18. 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?
  • 19. HOW THE HELL DO YOU FIND THAT OUT ???
  • 20. 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.
  • 21. MONETIZATION
  • 22. THE FUNNEL: AN OVERVIEW Rabid Fan! Lifetime Hardcore Fan! Casual Fan! (brand disciple, (avidFan! disciple, ! Total Fan Base (willing tomusic/tix, ! purchase purchase! multi-purchase, ! (buys and turnor ticket) album other fans non-fairweather) everything) onto the brand)
  • 23. 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?
  • 24. 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.
  • 25. 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 park