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Building Online Communities Through User Generated Content
and Social Networking
Bryant Shea, Director Content Management
Definition




                     com·mu·ni·ty
         A group of people having common interests
                      ...
Online Community




             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   3
Message Boards: The Users’ Smoking Lounge




             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked b...
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   5
We’ve Embraced the Interaction




          Skype has 180 million users worldwide

          100 million videos viewed da...
People spend most time online,

           Hours per week during leisure time (global average)
                           ...
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   8
The True Story of a Hybrid Car

Meet
Pete Blackshaw




                 Copyright © 2007 Molecular, Inc. | www.molecular....
The True Story of a Hybrid Car




               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar ...
The True Story of a Hybrid Car

The promise:
50 MPG

The reality:
31.4 MPG




               Copyright © 2007 Molecular, ...
The True Story of a Hybrid Car




               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar ...
User-Generated Content Has Credibility




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by ...
The Question of Negative Contributions




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by ...
The Question of Negative Contributions

“Early on we made the decision that if we were to hold this
contest,…we would be s...
The Question of Negative Contributions

“By losing that control over the brand experience, Chevy
actually brought more peo...
So Why Create an Interactive Community

    Build brand awareness
•
    Gain customer Insight
•
    Quickly reach your cus...
Brand Awareness




            Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   18
Gaining Customer Insight




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   19
Build brand loyalty




               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   20
Build brand loyalty




               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   21
Build brand loyalty




               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   22
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   23
Increase Sales




                 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   24
Reduce Costs




               Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   25
Reebok & Sprite




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   26
Reebok – Why “Run Easy”




             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   27
Rebook - Approach

    Create an integrated campaign that combines Web, TV,
•
    mobile, print and outdoor media to encou...
Reebok Run Easy




            Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   29
Case Study: Reebok Run Easy                                                goruneasy.com




             Copyright © 2007...
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   31
Reebok - Create




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   32
Reebok - Create




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   33
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   34
Reebok - Create




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   35
Reebok - Create




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   36
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   37
Reebok - Create




              Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   38
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   39
Case Study: Reebok Run Easy                                                goruneasy.com




             Copyright © 2007...
Rebook - Talk




                Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   41
Reebok - Watch




             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   42
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   43
Reebok - Talk




                Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   44
Reebok - Promotion




             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   45
Reebok - Promotion




             Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   46
Key Take-a-Ways

    Understand what your users want
•
    This is all new…don’t be afraid to try something
•
    Leverage...
Q&A


Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar   48
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Transcript of "Bryant Shea, Building Online Communities"

  1. 1. Building Online Communities Through User Generated Content and Social Networking Bryant Shea, Director Content Management
  2. 2. Definition com·mu·ni·ty A group of people having common interests American Heritage Dictionary Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 2
  3. 3. Online Community Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 3
  4. 4. Message Boards: The Users’ Smoking Lounge Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 4
  5. 5. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 5
  6. 6. We’ve Embraced the Interaction Skype has 180 million users worldwide 100 million videos viewed daily online 26% of internet users rate and review 30% of Americans with internet access read blogs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 6
  7. 7. People spend most time online, Hours per week during leisure time (global average) Under 18 Aged 18-35 Aged 35-54 55 and over 16% 16% 16% 13% 14% 12% 11% 8% 8% 8% 7% 6% 5% 3% 2% 2% 3% 2% 2% 2% 2% 1% 1% 1% TV Radio Newspapers Magazines Cinema Online Source: “Surveying the Digital Future”, Jeffrey Cole, 28 countries, 2005 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 7
  8. 8. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 8
  9. 9. The True Story of a Hybrid Car Meet Pete Blackshaw Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 9
  10. 10. The True Story of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 10
  11. 11. The True Story of a Hybrid Car The promise: 50 MPG The reality: 31.4 MPG Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 11
  12. 12. The True Story of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 12
  13. 13. User-Generated Content Has Credibility Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 13
  14. 14. The Question of Negative Contributions Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 14
  15. 15. The Question of Negative Contributions “Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” Ed Peper, Chevrolet’s General Manager Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 15
  16. 16. The Question of Negative Contributions “By losing that control over the brand experience, Chevy actually brought more people into it.… If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.” Charlene Li, Forrester Research Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 16
  17. 17. So Why Create an Interactive Community Build brand awareness • Gain customer Insight • Quickly reach your customers • Increase brand loyalty • Increase Sales • Reduce Costs • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 17
  18. 18. Brand Awareness Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 18
  19. 19. Gaining Customer Insight Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 19
  20. 20. Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 20
  21. 21. Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 21
  22. 22. Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 22
  23. 23. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 23
  24. 24. Increase Sales Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 24
  25. 25. Reduce Costs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 25
  26. 26. Reebok & Sprite Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 26
  27. 27. Reebok – Why “Run Easy” Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 27
  28. 28. Rebook - Approach Create an integrated campaign that combines Web, TV, • mobile, print and outdoor media to encourage consumer to speak to and through the brand in a meaningful way Create a “hub”, www.goruneasy.com, that fosters • community-building through user-generated content Leverage exhibiting tools and behaviors to create a running • experience where visitors can share running routes, post snap shots, upload music and join discussion groups Create and aggressive online and offline media campaign • including, home executions, digital advertising and TV Intregrate a mobile component to outdoor advertising • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 28
  29. 29. Reebok Run Easy Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 29
  30. 30. Case Study: Reebok Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 30
  31. 31. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 31
  32. 32. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 32
  33. 33. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 33
  34. 34. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 34
  35. 35. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 35
  36. 36. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 36
  37. 37. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 37
  38. 38. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 38
  39. 39. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 39
  40. 40. Case Study: Reebok Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 40
  41. 41. Rebook - Talk Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 41
  42. 42. Reebok - Watch Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 42
  43. 43. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 43
  44. 44. Reebok - Talk Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 44
  45. 45. Reebok - Promotion Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 45
  46. 46. Reebok - Promotion Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 46
  47. 47. Key Take-a-Ways Understand what your users want • This is all new…don’t be afraid to try something • Leverage what has already been created • Promote cross-channel • Participate! Not just on your own site • Set expectation with your users up front • Have a plan for negative contributions • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 47
  48. 48. Q&A Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 48
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