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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
Follow us
@edelmandigital

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Community Engagement: Managing Communities Across Digital Embassies

  • 1. Community Engagement Managing Communities Across Digital Embassies  EdelmanDigital.com    |  @edelmandigital    
  • 2. 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
  • 3. DIGITAL   PROPERTIES   WEBSITES   CUSTOM  BUILT  PORTALS   INTERNAL/ENTERPRISE   OWNED   proper1es   EARNED   media   Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms   3   edelmandigital.com
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Edelman  2012   What is Social Engagement? 8   edelmandigital.com
  • 9. “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
  • 10. Edelman  2012   Embassies, Ambassadors & Envoys 10   edelmandigital.com
  • 11. 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
  • 12. Domains  Are  Owned:  Embassies  Are  Managed   Domains You Control (Internal & External) Owned Digital Properties (on-domain) 12   edelmandigital.com
  • 13. 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
  • 14. 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
  • 15. Edelman  2012   What is Community Management? 15   edelmandigital.com
  • 16. 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
  • 17. The  Engagement  MaVers  More  Than  The  Avatar   17   edelmandigital.com
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 5 Steps Toward Community Engagement 21   edelmandigital.com
  • 22. Step  One:  Assess  Community  Needs  &  Interests   This  is  a  product   22   edelmandigital.com
  • 23. Step  Two:  Develop  Rules  Of  Engagement   Source: David Armano, Edelman 2010, edelmandigital.com 23   edelmandigital.com
  • 24. Step  Three:  Iden1fy  Right  Managers  For  YOUR  Community     This  is  a  product   *eBay, RIM/BlackBerry and AXE are Edelman clients 24   edelmandigital.com
  • 25. 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
  • 26. 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
  • 27. Edelman  2012   Do’s & Don'ts of Community Engagement 27   edelmandigital.com
  • 28. Do:  Engage  Community  Members  Directly   * Adobe is an Edelman client 28   edelmandigital.com
  • 29. Do:  Encourage  Par1cipa1on   * Huggies is an Edelman client 29   edelmandigital.com
  • 30. Do:  Escalate  Important  Issues  To  Appropriate  Prac1ce/Channel   30   edelmandigital.com
  • 31. Do:  Make  It  Conversa1onal   * AXE is an Edelman cllient 31   edelmandigital.com
  • 32. Don’t:  Forget  To  Self  Iden1fy   This  is  a  product   32   edelmandigital.com
  • 33. Don’t:  Delete  Comments  You  Don’t  Like   33   edelmandigital.com
  • 34. Don’t:  Be  Rude  (Even  When  They  Are)   34   edelmandigital.com
  • 35. Edelman  2012   Can This Be Measured? 35   edelmandigital.com
  • 36. Two  Macro  Outcomes   Edelman  2012   Behavior Change and/or Economic Success 36   edelmandigital.com
  • 37. 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
  • 38. 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
  • 39. Example:  Raising  Awareness   Edelman  2012   39   edelmandigital.com
  • 40. Example:  Increasing  Brand  Loyalty   Over 100k connections in the first week *United is an Edelman client 40   edelmandigital.com
  • 41. Example:  Growing  Market  Share   Edelman  2012   Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community 41   edelmandigital.com
  • 42. Edelman  2012   How Does Community Engagement Fit In Your Org? 42   edelmandigital.com
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. 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