Community Engagement Managing Communities Across
Digital Embassies EdelmanDigital.com | @edelmandigital

The current digital media
OWNED landscape is an overlapping proper1es mix of paid, owned, earned proper=es combined with EARNED the emergence of pervasive media social pla8orms. 2 edelmandigital.com

DIGITAL PROPERTIES WEBSITES
CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE OWNED proper1es EARNED media Social Engagement Across Digital Media, Proper1es & Social Pla8orms 3 edelmandigital.com

DIGITAL RICH MEDIA CONTENT
PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID proper1es media Social Engagement Across Digital Media, Proper1es & Social Pla8orms 4 edelmandigital.com

DIGITAL RICH MEDIA CONTENT
PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID proper1es media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS EARNED media Social Engagement Across Digital Media, Proper1es & Social Pla8orms 5 edelmandigital.com

DIGITAL RICH MEDIA CONTENT
PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID EMBASSIES proper1es media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED pla8orms media OUTPOSTS RELEVANT MESSAGE BOARDS Source: BLOGOSPHERE Edelman 2010, edelmandigital.com Social Engagement Across Digital Media, Proper1es & Social Pla8orms INFLUENCER ENGAGEMENT 6 edelmandigital.com

DIGITAL RICH MEDIA CONTENT
PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID EMBASSIES proper1es media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED pla8orms media OUTPOSTS RELEVANT MESSAGE BOARDS Source: Social Engagement BLOGOSPHERE Edelman 2010, edelmandigital.com Concentrated Here Social Engagement Across Digital Media, Proper1es & Social Pla8orms INFLUENCER ENGAGEMENT 7 edelmandigital.com

Edelman 2012 What is
Social Engagement? 8 edelmandigital.com

“Social Engagement” is a
con=nuous set of interac=ons, communica=ons, and par=cipatory behaviors between individuals seeking meaningful connec=ons to others. For organiza=ons, this leads to a more engaged community, loyal customers, stronger brand affinity, and measurable outcomes which demonstrate mutual gain for all stakeholders. 9 edelmandigital.com

Edelman 2012 Embassies, Ambassadors
& Envoys 10 edelmandigital.com

Embassies: Your Home Away from
Home Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them. 11 edelmandigital.com

Domains Are Owned: Embassies Are
Managed Domains You Control (Internal & External) Owned Digital Properties (on-domain) 12 edelmandigital.com

Domains Are Owned: Embassies Are
Managed Domains You Control (Internal & External) Public Ecosystems You Establish Embassies In Owned Digital Properties (on-domain) Managed Digital Properties (off-domain) 13 edelmandigital.com

Embassies Have Ambassadors: Outposts Need
Envoys Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”— properties that are not owned or controlled by the business, brand or organization. 14 edelmandigital.com

Edelman 2012 What is
Community Management? 15 edelmandigital.com

Community Management is the act
of engaging members of a specific group in a participatory fashion. Community Managers fall under the “ambassador” category of the organization, representing the brand or business in a specific community ecosystem. Communities form around shared interests and participants seek ~Suzanne Marlatt, Community Manager for value from them. EdelmanDigital.com & Edelman Digital embassies 16 edelmandigital.com

The Engagement MaVers More Than
The Avatar 17 edelmandigital.com

Community Management Roles By Domain
On-Domain, Owned or Earned (Website, or Facebook etc.) Role: Ambassador As an ambassador the community manager(s) maintain the on and off domain digital properties. * Charles Schwab is an Edelman client 18 edelmandigital.com

Community Management Roles By Domain
On-Domain, Owned or Earned Off-Domain, Not Owned (Website, or Facebook etc.) (Message boards, blogosphere, etc.) Role: Ambassador Role: Envoy As an ambassador the community manager(s) maintain the on and off domain digital properties. The community manager(s) act as envoy(s) when performing outreach or engaging in non- * Charles Schwab is an Edelman client owned, off domain outposts. 19 edelmandigital.com

Five C ’s Which Deliver
“Life1me Value” Content: Value provided through ongoing narrative (stories) which educates, inspires, informs and connects community members. Context: Value provided by deep understanding of how participants within community want to engage and the tools they Source: David Armano, use to do so. Edelman 2010, edelmandigital.com Connectivity: Value provided by connecting members of community in mutually beneficial ways. Continuity: Value provided by sustaining efforts over time, ensuring that community is healthy and productive. Collaboration: Value established through collaborative efforts of participants who share, co-create and edit each others efforts. 20 edelmandigital.com

5 Steps Toward Community Engagement
21 edelmandigital.com

Step One: Assess Community Needs
& Interests This is a product 22 edelmandigital.com

Step Two: Develop Rules Of
Engagement Source: David Armano, Edelman 2010, edelmandigital.com 23 edelmandigital.com

Step Three: Iden1fy Right Managers
For YOUR Community This is a product *eBay, RIM/BlackBerry and AXE are Edelman clients 24 edelmandigital.com

Step Four: Establish Internal &
External Process Social Ecosystems (Facebook, TwiVer message boards, forums, blogs, etc.) Listen Assess Process For External Ac1vi1es Engage Measure & Modify This is a product Process For Internal Func1ons Submit Evaluate Schedule Publish Source: David Armano, Edelman 2010, edelmandigital.com Employees & Partners 25 edelmandigital.com

Step Five: Train, Equip &
Deploy (TED) Articulate: Able to communicate effectively in a variety of media Social: Engages in authentic conversations and interactions Professional: Acts as a responsible ambassador of brand/org Adaptable: Can make decisions quickly, handle crisis situations Enthusiastic: Energetic, passionate and engaged in relevant topics This iConnected: Has ties to the right people within community s a product Organized: Can keep track of data, relationships, content calendars, and a variety of assets essential to maintaining community * RIM/BlackBerry is an Edelman client 26 edelmandigital.com

Edelman 2012 Do’s &
Don'ts of Community Engagement 27 edelmandigital.com

Do: Engage Community Members Directly
* Adobe is an Edelman client 28 edelmandigital.com

Do: Encourage Par1cipa1on *
Huggies is an Edelman client 29 edelmandigital.com

Do: Escalate Important Issues To
Appropriate Prac1ce/Channel 30 edelmandigital.com

Do: Make It Conversa1onal
* AXE is an Edelman cllient 31 edelmandigital.com

Don’t: Forget To Self Iden1fy
This is a product 32 edelmandigital.com

Don’t: Delete Comments You Don’t
Like 33 edelmandigital.com

Don’t: Be Rude (Even When
They Are) 34 edelmandigital.com

Edelman 2012 Can This
Be Measured? 35 edelmandigital.com

Two Macro Outcomes Edelman
2012 Behavior Change and/or Economic Success 36 edelmandigital.com

Behavioral Change Includes: • Raising
• Driving trial awareness • Inspiring action: • Shifting attitudes Do more or Do less and change • Recommending stakeholder (e.g. net promoter perceptions score) 37 edelmandigital.com

Economic Success Includes • Increasing
sales • Growing shareholder value or share price • Growing market share (or brand • Increasing reputation preference share) and image (via external rankings, stock • Return on marketing price) investment • Increasing the lifetime value of a customer (brand loyalty) 38 edelmandigital.com

Example: Raising Awareness Edelman
2012 39 edelmandigital.com

Example: Increasing Brand Loyalty
Over 100k connections in the first week *United is an Edelman client 40 edelmandigital.com

Example: Growing Market Share
Edelman 2012 Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community 41 edelmandigital.com

Edelman 2012 How Does
Community Engagement Fit In Your Org? 42 edelmandigital.com

Community Managers Can Be Employee
And/Or Embedded Community Community Engagement via Engagement via employees partners To members of the community, the distinction matters less if indisputable value is being provided consistently, ethically and authentically. 43 edelmandigital.com

Fi`ng Community Engagement Into The
Org: External Partnership PR/ Marke1ng Legal Corp HR Outsourced IT R&D Sales Direct reports Partners DoVed line Source: David Armano, Edelman 2010, edelmandigital.com This is a product Social Media Technology & Paid Media Development Community Content Manager Strategist 44 edelmandigital.com

Fi`ng Community Engagement Into The
Org: Internal Integra1on PR/ Marke1ng Legal Corp HR On Staff IT R&D Sales Direct reports Social Media DoVed line Manager Source: David Armano, Edelman 2010, edelmandigital.com On Staff Director of Community Partners Engagement Community Community Manager Strategy Implementa1on Manager 45 edelmandigital.com

Summary • Empowered • TED: Train,
Equip & employees act as Deploy community ambassadors managers on social platforms • Community engagement leads to • Success measured both lifetime value for economic & behavioral multiple stakeholders • Organizational • Community managers implications between PR, required to engage marketing & coordination community with steering committee 46 edelmandigital.com

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