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Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11


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Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.

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Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11

  1. 1. Using Social Content to Build and Empower an Online Community<br />Presented by<br />Damien S. Navarro, <br />CVO, Managing Partner<br />Twitter @damiennavarro<br />Follow @EMGtheagency<br />
  2. 2. What You’ll Learn<br />What are the values of branded content and earned media<br />Determine if a “Knowledge Center” might be a good approach<br />Learn what forms and directions businesses are taking <br />How to develop a content creation and promotional strategy<br />Getting started<br />
  3. 3. Setting the Context & Relevance<br />3<br />
  4. 4. 4<br />9 out of every 10 Internet users now visit a social networking site every month.<br /> (The comScore 2010 U.S. Digital Year in Review)<br />
  5. 5. 5<br />Portals, Social Networking & Entertainment sites make up 47.2% most visited content destinations – email has dropped to 11%<br />Facebook now accounts for 12.3% of time spent online in US (2010)<br />comScore 2010 U.S. Digital Year in Review<br />
  6. 6. Setting the Context<br />(March 2010 Pew Research)<br />
  7. 7. Teen Market Observations – Highlighted Trend<br />“Teens need to feel inspired by the brands in which they invest their time and money.”1<br /><ul><li> Participation in social causes high among teens & collegians
  8. 8. Nearly 75% have at least one cause they support or participate in
  9. 9. Black, Hispanic, and Asian students tend to be more involved
  10. 10. Students have a better of opinion of brands involved in causes that matter to them, and they prefer to buy products that give back to charitable organizations.</li></ul>1. Chasing Youth Culture And Getting It Right, Tina Wells, 2011<br />All Others: The Ypulse Report – Social Causes, Ypulse Research, 2011<br />
  11. 11. Setting the Context<br /><ul><li>Google sites (including YouTube) account for 10% of time spent online
  12. 12. Facebook & Twitter garner 1MM new users daily
  13. 13. 66% of all adult internet users watch YouTube videos
  14. 14. News and Education are #2 and #3 most watched
  15. 15. Demographics between 26 – 44 are 60% of Facebook user base
  16. 16. 77% of internet users read blogs</li></ul>(March 2010 Pew Research)<br />
  17. 17. Content is Influence | Setting the Context<br />9<br />Over 1.2 Billion YouTube videos viewed per day<br />20 hours of video uploaded to YouTube every minute<br />13,000,000+ articles available on Wikipedia<br />50 million Tweets per day, 600 Tweets per second on<br />8 billion minutes spent on Facebook daily<br />Over 20 billion photos on Facebook<br />2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week on Facebook<br />
  18. 18. Mobile &<br />Tablets<br />May Change <br />Everything<br />(March 2010 Pew Research)<br />
  19. 19. Why It’s Also Important – The C-level Perspective<br />Global survey of 1,700 corporate executives found that 69% claim advantages of social media include:<br /><ul><li>Lower cost of doing business
  20. 20. Better access to knowledge
  21. 21. Increased marketing effectiveness
  22. 22. Insight for developing more innovative products and services
  23. 23. Higher revenue </li></ul>McKinsey Report 2010<br />
  24. 24. Social Content Can Fuel …<br />12<br />Branded Entertainment<br />Cause Marketing<br />Public Relations<br />Customer Service<br />Loyalty Programs<br />Networking<br />Thought-Leadership<br />…and yes, Customer Acquisition too<br />
  25. 25. Paid, Shared & Owned vs. Earned Media (Social)<br />PERFORMANCE-DRIVEN MARKETING<br />(Paid Media)<br />EXPERIENCE-DRIVEN MARKETING<br />(Earned Media)<br />Channels that Brands pay to leverage<br />Traditional, Digital, Mobile Advertising<br />The community drives the channel <br />Social Content Contributors integrated with Brand hosted platforms<br />STRATEGY & <br />INTELLIGENCE<br />BRAND CHANNELS<br />(Shared & Owned Media)<br />Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy<br />
  26. 26. 14<br />Credit V. Miemis<br />
  27. 27. 15<br />Traditional .edu and media targets here<br />
  28. 28. 16<br />Branded Content and Earned Media Targets Here<br />
  29. 29. Getting Started – The Eco System<br />
  30. 30. The Business Case for Earned Media<br /><ul><li>Increase revenue by providing ‘premium’ services or insight
  31. 31. Build stronger partnerships – “selling sideways”
  32. 32. Customer & Agent recruitment, acquisition and retention
  33. 33. “Customer Service” – overcoming objections, community selling, FAQ’s
  34. 34. Industry Visibility & Organic Search Result Rankings
  35. 35. Reputation management and positioning in the marketplace
  36. 36. Publicity (PR) and Brand Awareness (Digital Footprint)</li></li></ul><li>Guiding Principles <br />The difference between “selling” and “helping” is only two letters, but the gap is in reality, much larger.<br />The best – and most effective – social media programs aren’t based on promotions and message distribution. Instead, they revolve around removing friction and uncertainty for potential or current customers. It’s about marketing sideways, not marketing head-on.<br /> - Jay Baer<br /><br />
  37. 37. Does the Brand…<br /><ul><li>Pride itself in being “in the know”?
  38. 38. Have an active voice?
  39. 39. Have a fan base who creates content FOR it?
  40. 40. Take advantage of positive PR and battle negative PR?
  41. 41. Support a cause?
  42. 42. Establish trends?</li></li></ul><li>Or is the Brand…<br /><ul><li>Out of touch, “old school” and/or boring?
  43. 43. Having trouble creating engaging content?
  44. 44. Struggling from the “silo” effect?
  45. 45. Suffering from brand confusion or lack of awareness?
  46. 46. Attempting to increase it’s digital footprint?</li></li></ul><li>Own and BRAND the Knowledge Center <br /><ul><li>Works well with highly niche markets
  47. 47. Increases visibility and relevancy online
  48. 48. Authenticity and transparency is critical
  49. 49. Put power in sub-groups/chapters/niches
  50. 50. Harvest ideas and popular trends</li></ul>What we measure<br />Traffic<br />Search results<br />Content Sharing & Downloads<br />
  51. 51. Which Content / Which Audience<br /><ul><li>Your audience is craving information and will pay for it
  52. 52. Webinars
  53. 53. Images
  54. 54. Videos
  55. 55. Podcasts
  56. 56. Whitepapers
  57. 57. Studies
  58. 58. Which niche market could you experiment with
  59. 59. Mom’s
  60. 60. Seniors
  61. 61. Parent
  62. 62. Hispanic
  63. 63. Asian
  64. 64. GLBT
  65. 65. Youth</li></li></ul><li>Evolving the Relevance and Access to Content<br />The Evolution of the ‘About Us’ Section <br />Scottrade’s ‘About Us’<br /><ul><li>Company Profile
  66. 66. PR
  67. 67. Blog / Photos / Video
  68. 68. Resources
  69. 69. Sharing</li></li></ul><li>Evolving the Relevance and Access to Content<br /><ul><li>Scottrade About Us
  70. 70. Differentiator</li></li></ul><li>Powering up the Community - Incentives <br /><ul><li>Harness “celebrities” and “ambassadors” to lead
  71. 71. Monitor “search” trends to create more relevant content
  72. 72. Challenge the community to engage – Create Milestones & Benchmarks
  73. 73. Make content “valuable” and “sharable”
  74. 74. Reward great content and ideas (scholarships, memberships)</li></ul>26<br />
  75. 75. User Generated Content –Tasking & Rewarding<br /><ul><li> Most popular search on YouTube begins with “How To”
  76. 76. Enable the members to battle the naysayers
  77. 77. Grow digital real-estate and brand equity
  78. 78. Sharing tools (marketing) extends the reach further*
  79. 79. YouTube gives accessibility to national audience
  80. 80. Mobile integration and sharing </li></ul>What we measure<br />Awareness / Footprint<br />Sharing of Content<br />Engagement <br />Chatter & Buzz<br />
  81. 81. Apps & Out-of-Box Technology: Making it Easy<br /><ul><li> Ability to write descriptors for meta-tag content is CRITICAL for SEO
  82. 82. Can allow for mobile content sharing and creation
  83. 83. Supports critical decision timeframes
  84. 84. Give choices on formats and media type
  85. 85. Capitalize on existing content to reach and opportunity audience</li></li></ul><li>Powering up the Community - A Cause Approach<br /><ul><li>Empower the community to give back
  86. 86. Huge multidisciplinary opportunity
  87. 87. Challenge the community to create and share
  88. 88. Call to actions and content targeting is critical</li></li></ul><li>Defining a Content Strategy<br />EVALUATE<br /> “Gut-check” Current brand position within the social space<br /> High-level analysis of social data over the last 90 days*<br /> Cursory brand, competitive and industry review<br /> Primary data source: Message boards, forums and posts<br />30<br />RESULTS<br /><ul><li> What level of visibility do you have within the social space
  89. 89. Is there an opportunity to build a dynamic “earned media” platform and business model</li></li></ul><li>Content Creation – Think Like a Publisher<br />Reveal timely industry insights<br />Respond to trends and popular topics<br />Recognize staff, influencers and partners <br />Ask questions, take suggestions and ideas<br />Encourage content commentary<br />31<br />What we measure<br />Followers / Subscribers<br />Engagement<br />Content Syndication<br />
  90. 90. Content Promotion– Think Like a Publisher<br />Implement Crowd sourcing for Ideation & Promotion<br /><ul><li>Tap the crowd
  91. 91. Democratize your brand
  92. 92. Brace yourself – be prepared to respond
  93. 93. Lead by example
  94. 94. Spread the word – go beyond digital
  95. 95. Target key voices</li></ul>32<br />
  96. 96. Content Creation, Delivery & Syndication<br />Community<br />Social networks<br />Mobile Optimized Site / App (Future)<br />Branded Content<br />Main Site URL<br />Third Party & Partners<br />
  97. 97. Personalizing Dynamic Content - Video<br />Learn more about Everest Programs<br />
  98. 98. Personalizing Dynamic Content - Video<br />
  99. 99. Personalizing Dynamic Content - Video<br />
  100. 100. Opportunities – Our Findings<br />Communicate “sideways” to strengthen the relationship with the consumer<br />Paid media (e.g., search, display ad) is highly competitive.<br />Original and sponsored dynamic content in a strong community presence can help monetize ad budgets and create long term value.<br />Potential Tactics<br />Maximize momentum of brand awareness around press/news releases<br />Sustain presence in between press releases via active participation<br />Actively counter-act negative sentiment where appropriate<br />Build brand reputation, trust and credibility through original content <br />Intercept the consumer at vulnerable decision points<br />37<br />
  101. 101. Measuring Success<br />38<br />
  102. 102. Social Media Intelligence & Monitoring<br />39<br />Critical information from social network interactions and large data flows that can enable companies to:<br /><ul><li>Be more aware of their reputation
  103. 103. Anticipate and predict performance
  104. 104. Identify valuable partners and loyalists
  105. 105. Launch into the marketplace at greater speed / lower cost
  106. 106. Respond to immediate events and trends
  107. 107. Generate more business</li></li></ul><li>Evaluating Your Impact & Reach<br /><ul><li>Standard Awareness Metrics – Tracking impressions, video views, page views created through social campaigns
  108. 108. Revenue – Either direct (PPV) or in-direct (memberships)
  109. 109. Quality of Audience – How does social media traffic rank in terms of quality compared to others sources of traffic?
  110. 110. Engage/Disengage Ratio – With respect to social profiles, tracking drop-off or lack of engagement in “fans” and followers </li></li></ul><li>Evaluating Your Impact & Reach<br /><ul><li>Actions Taken - Create promotions, events, and tasks specific to an audience or campaign
  111. 111. “Customer Service” Metrics – How do you measure the success of other customer service or reduction in FAQ’s, e-mail, etc.?
  112. 112. Volume of Conversation – Did you create something that got people talking? What is the volume of that conversation, the influence? </li></li></ul><li>Next Steps<br />42<br />
  113. 113. Getting Started – Workshop Ideas <br />FISCAL, INVESTMENT & BUSINESS EXPECTATIONS & REQUIREMENT<br /><ul><li> Opportunities for new revenue streams (e-Commerce)
  114. 114. How much should we budget? ($, Time & Resources)
  115. 115. Feasible goals
  116. 116. How far should we experiment?
  117. 117. Key Performance Indicators
  118. 118. What’s free? For members? Premium?</li></li></ul><li>Getting Started – Workshop Ideas <br />INFRASTRUCTURE & PROCESS<br />Who owns the process? <br /> How is content produced? Approved?<br /> How is content managed, stored?<br /> <br />PERSONAS & RELATIONSHIPS<br />Who is the primary audience? Secondary?<br /> How can you identify a new “opportunity” audience?<br /> <br />CHANNELS, EXPERIENCE & FUNCTION<br /> What are they used to seeing? Searching for? Mediums?<br /> What content will be most relevant?<br /> <br />
  119. 119. Getting Started – Workshop Ideas <br />AWARENESS & PR NEEDS/PLANNING<br />How will you reward? Incentivize?<br /> How will you promote? --- E-mail? PPC? WOM? USC? <br />TECHNOLOGY, INSIGHT & INNOVATION<br />  Custom, 3rd Party or Integrated Platform<br /> Social Intelligence – What are you looking for? <br />SUSTAINABILITY & GROWTH PROJECTIONS<br />What happens if this takes off? How will roles transition? Prepare for the best and the worst…<br /> <br />
  120. 120. Q&A<br />46<br />
  121. 121. My Top Ten<br />Identify your audience and business needs first (*it’s not you)<br />Gain momentum through small, measurable, experiments<br />Be honest when evaluating what you’re capable of sustaining<br />Look across alternative industries<br />Observe what the audience is watching, sharing and creating<br />Leverage your resources – talent?<br />Task and reward the community to promote<br />Protect your users – protect your brand<br />Continually monitor, measure and manage your community<br />Silence the “Devil’s Advocate”<br />
  122. 122. 48<br />Thank You!<br />Contact us today to learn how EMG can apply it’s expertise in building and branding knowledge centers and more to a number of your campaigns!Toll Free: (866) 62-EARTH<br /><br />FULL WEBINAR AVAILABLE TOMORROW AT:<br /><br />knowledge-center/webinars.html<br /><br /><br /><br />STAY CONNECTED WITH EMG:<br /><br /><br /><br />