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Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
Bryant Shea, Building Online Communities
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Bryant Shea, Building Online Communities

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  • 1. Building Online Communities Through User Generated Content and Social Networking Bryant Shea, Director Content Management
  • 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. Online Community Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 3
  • 4. Message Boards: The Users’ Smoking Lounge Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 4
  • 5. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 5
  • 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. 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. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 8
  • 9. The True Story of a Hybrid Car Meet Pete Blackshaw Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 9
  • 10. The True Story of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 10
  • 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. The True Story of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 12
  • 13. User-Generated Content Has Credibility Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 13
  • 14. The Question of Negative Contributions Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 14
  • 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. 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. 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. Brand Awareness Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 18
  • 19. Gaining Customer Insight Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 19
  • 20. Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 20
  • 21. Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 21
  • 22. Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 22
  • 23. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 23
  • 24. Increase Sales Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 24
  • 25. Reduce Costs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 25
  • 26. Reebok & Sprite Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 26
  • 27. Reebok – Why “Run Easy” Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 27
  • 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. Reebok Run Easy Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 29
  • 30. Case Study: Reebok Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 30
  • 31. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 31
  • 32. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 32
  • 33. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 33
  • 34. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 34
  • 35. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 35
  • 36. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 36
  • 37. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 37
  • 38. Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 38
  • 39. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 39
  • 40. Case Study: Reebok Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 40
  • 41. Rebook - Talk Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 41
  • 42. Reebok - Watch Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 42
  • 43. Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 43
  • 44. Reebok - Talk Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 44
  • 45. Reebok - Promotion Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 45
  • 46. Reebok - Promotion Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 46
  • 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. Q&A Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 48

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