Your SlideShare is downloading. ×
Conversational Marketing Campaign – Best Practice
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Conversational Marketing Campaign – Best Practice

807
views

Published on

Some of the best practices for online community management as part the digital marketing research

Some of the best practices for online community management as part the digital marketing research

Published in: Business, Technology

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
807
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
54
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. CONVERSATIONAL MARKETING ONLINE COMMUNITY MANAGEMENT Rahul Nambiar Master in Digital Marketing, Class of 2010, IE Business School
  • 2. Conversational Marketing and Online Community Management “ Communities Are Powerful Tools, As Long As You Put Members Needs First” Jeremiah Owyang, Social Media Industry Analyst, Forrestor Research
  • 3. Online Community Management
    • Essential to any Online Conversational Marketing Campaign
    • Powerful Tool for Customer Retention, Word of Mouth and Customer Insights
  • 4. Let go off the control!
  • 5. Manage and Listen. Not Control
    • Act as the host
      • Putting Community Needs first
      • Build Trust
      • Nuture Conversations
    • Focus on the Objectives
    • Kick Starting is difficult
      • Have a plan
      • Set the right team
      • Be flexible
      • Chart a Road Map
  • 6. Always remember the Life of a Successful Community Handholding from Conception to Maturity
  • 7. Nurturing Conversations towards action Dell IdeaStorm Push User to publish ideas Play the host to decision by community Implement the best ideas – Make the users feel important and involved in decision making. Hence grow the brand value
  • 8. Critical Success Factors
    • Setting up of team
      • 2 people focused on IdeaStorm
      • Communities now grown to 40 person strong team
    • Playing the ideal host is the key
    • Listening and Acting on the ideas
      • Implementation of an idea required Dell to relook at a contract with Microsoft
    • Ease of Usage and Seemingly Un-biased approach to the ideas
  • 9. Measurement is also the key
    • Not the normal ROI metrics
    • Number of ideas Number of comments Number of votes
    • Active vs Inactive members
    • Response rate: implemented, partially implemented, under review or reviewed
    • All monitored on a weekly basis
  • 10. References
    • http://dominiquehind.wordpress.com/2008/10/12/dell-ideastorm-the-snapshot/
    • http://www.web-strategist.com/blog
    • http://www.forrester.com/
    • http://blog.ecairn.com/2009/01/22/dell-ideastorm-and-obama/