Managing Online Communities

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Managing Online Communities

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Managing Online Communities

  1. 1. 20 How do you connect? 09 Webinar: Managing Online Communities July 28, 2009
  2. 2. Imagination Publishing !! Founded in 1994, Chicago-based !! 55 full-time custom media and integrated marketing communications professionals !! Award-winning, account-dedicated editors and designers !! Turnkey services, print & digital media, community engagement, advertising sales, marketing, production & channel distribution experts, translations !! Original, never re-purposed editorial 2
  3. 3. Imagination Publishing works with clients to develop powerful content that helps them connect with their audience at a deeper level: 3
  4. 4. AGP (a division of Imagination) works with associations to develop powerful content that helps them connect with their members at a deeper level: 4
  5. 5. Print 5
  6. 6. Digital 6
  7. 7. Social Media Case Studies !! Social Media Strategy !! Content Distribution !! Twitter/Facebook !! Best Practices !! Library Usage !! Small Business Consultants Campaign Campaigns !! Twitter/Facebook !! External Listening/ !! External Seeding Seeding !! PPC Campaigns 7 !! Community Management for Pillsbury & Betty Crocker !! Two Blogs !! External Listening !! External Seeding !! External Seeding !! External Listening !! Twitter/Facebook/Flickr !! Brand Management
  8. 8. Associations & Community !! #1 Reason to join: NETWORKING! 8
  9. 9. Social Media Landscape 9 Source: Gary Hayes & Laurel Papworth 2006
  10. 10. Why Manage a Community !! No activity without activity !! Need to listen and respond !! Liability 10 !! User-generated content !! Priorities and resources
  11. 11. Be Social !! Practice “Power Friending” !! Be where your members are !! Join the conversation 11 !! Add value !! Turn the bull horn toward you
  12. 12. What & Why 12
  13. 13. Engagement Strategy '()*+(,-*(./& Content 13 ROI 01#+"/"))& !"#$%&
  14. 14. Sample Engagement Strategy – Content 2-*+"#$%30$4-()(*(./& !"#$%&'()*$%' 0&"//$./'1' 34).-5' 6$.*7'6"&&"87'9$5-).7' (%+,)-$./' ($#+"2&"//$./ ' 9)%+.7'3./%/)' 5(+#6&01#+"/"))& :;)5-<6)%-;+)*' =)2'>?@'6)%-;+)5' !3F'1'' !"#$%&'()*$%'G+"H$&)5' 0&"//)+5' AB%-$./5'%.*' 9$.,'0;$&*$./' C"DD).-5E' 14
  15. 15. Content Plan !! Content buckets !! Extensions, Exclusives and Expansions to populate digital properties !! Content and media types: text, rich media, audio, video !! Calls for user-generated content 15 !! Frequency and timing
  16. 16. Best Practices !! Content: Use high quality, targeted content that is varied and interesting to add value, engage users and create a connection between them and the brand. !! Frequency: Establish a good frequency of updates, (too many = noise, too few = forgotten), with a casual yet informative tone that engages your core audience with content. !! Integration: Leverage the traffic from multiple channels by 16 connecting multiple social platforms and a hub from the website to help funnel consumers throughout the network.
  17. 17. Marketing & Distribution Plan !! Push/Pull with print, digital and event content !! Consistent blogs/microblogs for timeliness and immediacy !! User personas and user paths !! Seed, moderate and generate conversations 17 !! Content tagging and linkbacks !! Rewrite/edit existing content for maximum SEO
  18. 18. Sample Engagement Strategy – Distribution 7-)%&'()*+(,-*(./& 3D%$&' C".H)+).#)5'1'' 0&"//$./'1' C".-).-'!))*$./' !"#$%&'()*$%' I$+-;%&'34).-5' ($#+"2&"//$./' 1'!J.*$#%-$".' (%+,)-$./' 7-66&'()*+(,-*(./& C"DD;.$-J' 34).-5'1'' 0&"//$./'1' !3F'1'' !"#$%&'()*$%' I$+-;%&'34).-5' ($#+"2&"//$./' 9$.,'0;$&*$./' (%+,)-$./' 18 8#/#9(/9&*%"&:%#/9"& K%+/)-)*'L+$.-' K%+/)-)*'3D%$&' M.-)+.%&'' G+)55'B)&)%5)5' !"#$%&'()*$%' D%$&$./7'$.4$-%-$".' $.4$-%-$".' (%+,)-$./'%.*' (%+,)-$./' -"'.)8'8)25$-)' C"DD;.$#%-$".'
  19. 19. Community Best Practices !! Develop a Plan Frequency, Requirements, Content types, Success measures !! Prepare Organization Communicate, Set policies, Rapid response planning !! Integrate Leverage multi-channel content to drive activity, 19 align messaging !! Identify Key Influencers Recruit members, evangelists !! Grow & Maintain Engage community, Extend reach !! Gather, Report & Act Information, Trends, Feedback
  20. 20. Outcomes !! More activity !! Responsiveness !! SMM goals 20 !! Member benefit goals !! Member intelligence
  21. 21. Measuring Success Qualitative !! Measure reputation, conversations, customer relationships !! Benchmarks: –! What is our product/industry social involvement? –! How are we currently talked about? Versus our competitors? !! Measure Change: –! Appearing new places, in new ways? –! Moved from monologue to a meaningful dialogue with customers? !! Find, follow, listen, learn and engage 21 Quantitative !! Measure traffic, sales or SEO ranking !! Membership, participation and engagement !! Reach, response, brand awareness
  22. 22. Success Measures Awareness Metrics !! Log ins !! Visits and visitors !! Social network mentions, views, seeding !! Content share, print and bookmarks Engagement Metrics !! Comments/discussions !! Site duration !! Downloads/postings 22 !! Searches Value Metrics !! Business intelligence !! Memberships !! Event sign-ups
  23. 23. Sample ROI & Measurement ;(*"&8"*+($)& I$5$-5<I$5$-"+5' !$-)'N;+%-$".' K+).*$./' C".-).-'I$)85' :./*"/*&!"#$%& 3D%$&' G+$.-<N"8.&"%*' B!!'1'!"#$%&' 34).-'B)/$5-+%-$".5' 0"",D%+,5' <)"+&=/9#9">"/*& 23 3D%$&'O;)5-$".5'1' C"DD).-5'' C"DD;.$-J' G"&&5'1'!;+4)J5' B)P;)5-5' 1'B%-$./5 ' M.4"&4)D).-' ?-)(/"))&@/*"66(9"/$"& Q5)+R/).)+%-)*' !"#$%&'()*$%'(".$-"+$./' C"DD;.$-J'S#-$4$-J' 0+%.*'I%&;)'' C".-).-' 1'3P;$-J'
  24. 24. Management Imperatives !! Transformation to a bottom-up culture requires support from the top !! The best uses come from users—but they need help to scale !! What’s in the workflow is what gets used !! Appeal to participants’ egos and needs !! The right solution comes from the right participants !! Balance the top-down and self-management of risk 24 !! Leverage partnerships to extend reach, share content and drive conversation
  25. 25. How do you connect? Rebecca Rolfes EVP, Association Growth Partners (a division of Imagination Publishing) 600 West Fulton Street, Suite 600 Chicago, IL 60661 (312) 887-1000 ext. 113 rrolfes@imaginepub.com

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