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Community Marketing Using Customer & Peer Endorsement to Lift Conversions, Generate Leads, and Drive Engagement Prepared b...
Presenters <ul><li>Chris Oquist ,  [email_address] </li></ul><ul><ul><li>Marketing Manager </li></ul></ul><ul><li>Patrick ...
Agenda <ul><li>What Is Community Marketing? </li></ul><ul><li>Why Is It Important? </li></ul><ul><li>Best Practices For Im...
What is Community Marketing? <ul><li>The act of enabling your online visitors to behave how they were hardwired to – socia...
What is Community Marketing? <ul><li>The Social Internet Is Not New </li></ul><ul><ul><li>Newsgroups </li></ul></ul><ul><u...
What is Community Marketing? <ul><li>It’s Not Going Away </li></ul>
What is Community Marketing Community Marketing can generate: Awareness Conversions Leads Revenue Trust New Products and S...
Why It’s Critical <ul><li>The Web is pervasive and ubiquitous. </li></ul>
Why It’s Critical <ul><li>2. Traditional “push” marketing is less effective than ever before. </li></ul><ul><li>60% of Ame...
Why It’s Critical <ul><li>78% of users say consumer recommendations are credible  (Source: Nielsen) </li></ul><ul><li>84% ...
Why It’s Critical <ul><li>And it’s not just B2C users… </li></ul>
Why It’s Critical <ul><li>93% consider ratings and reviews very valuable for business decisions  (Source: Carlsson Researc...
Why It’s Critical <ul><li>3. Internet users are empowered. </li></ul>However…
Why It’s Critical
Why It’s Critical
Communities Drive Results <ul><li>Communities can increase revenue per customer dramatically - up to 50% (Deloitte) </li><...
Communities Drive Results <ul><li>Communities can increase revenue per customer dramatically - up to 50% (Deloitte) </li><...
Communites Drive Results <ul><li>You don’t need to be Dell or Starbucks to  engage your users . </li></ul>
Giving Your Users A Voice <ul><li>Ratings and Reviews </li></ul><ul><li>Polls </li></ul><ul><li>Comments </li></ul><ul><li...
Ratings and Reviews
Ratings and Reviews <ul><li>Lift Conversion Rates </li></ul><ul><ul><li>79% of online UK retailers reported that consumer-...
Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul>
Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul>
Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul><ul><li>Show ...
Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul><ul><li>Show ...
Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul><ul><li>Show ...
Ratings and Reviews – Best Practices 2.  Make them prominent <ul><li>Display in Search Results and Category Pages </li></ul>
Ratings and Reviews – Best Practices 2.  Make them prominent <ul><li>Display in Search Results and Category Pages </li></u...
Ratings and Reviews – Best Practices <ul><li>Ask for them! </li></ul><ul><li>“ Write a Review” Link On Product Page </li><...
Polls
Polls <ul><li>Gain valuable, real-time insights.  </li></ul><ul><li>Easy way to increase engagement and participation. </l...
Polls – Best Practices <ul><li>1. Make them familiar </li></ul>
Polls – Best Practices <ul><li>1. Make them familiar </li></ul><ul><li>Clear Call To Action </li></ul>
Polls – Best Practices <ul><li>1. Make them familiar </li></ul><ul><li>Clear Call To Action </li></ul><ul><li>Use Radio Bu...
Polls – Best Practices <ul><li>1. Make them familiar </li></ul><ul><li>Clear Call To Action </li></ul><ul><li>Use Radio Bu...
Comments
Comments <ul><li>Empower Your Readers </li></ul><ul><ul><li>Users who post messages or contribute reviews visit sites nine...
Comments – Best Practices <ul><li>1. Make it EASY </li></ul>
Comments – Best Practices <ul><li>1. Make it EASY </li></ul>- Place Comment Form Below Comments on Permalink Page
Comments – Best Practices <ul><li>1. Make it EASY </li></ul><ul><li>Place Comment Form Below Comments on Permalink Page </...
Comments – Best Practices <ul><li>1. Make it EASY </li></ul><ul><li>Place Comment Form Below Comments on Permalink Page </...
Comments – Best Practices <ul><li>1. Make it EASY </li></ul><ul><li>Place Comment Form Below Comments on Permalink Page </...
Comments – Best Practices <ul><li>2. Acknowledge Participation </li></ul><ul><li>Display number of comments beneath blog p...
Comments – Best Practices <ul><li>2. Acknowledge Participation </li></ul><ul><li>Link to commenter’s URLs </li></ul>
Comments – Best Practices <ul><li>2. Acknowledge Participation </li></ul><ul><li>Respond. </li></ul>
Rich Media
Rich Media <ul><li>Generate Awareness and Traffic </li></ul><ul><ul><li>HP “You On You” contest generated 300 entries, 2,3...
Rich Media – Best Practices <ul><li>1. Make it relevant </li></ul>
Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Clear call to action. </li></ul>
Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul>
Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Simple Title. </li></ul>
Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Simple Title. </li></ul><ul><li>Short, co...
Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Simple Title. </li></ul><ul><li>Short, co...
Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul>
Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul>
Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>A...
Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>A...
Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>A...
Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>A...
Rich Media – Best Practices <ul><li>5. Acknowledge Your Users’ Efforts </li></ul>
Best Practices <ul><li>That’s great, but what about… </li></ul>
Best Practices <ul><li>Negativity? </li></ul><ul><ul><li>80% of reviews are positive. (Forrester) </li></ul></ul><ul><ul><...
Best Practices <ul><li>Moderation? </li></ul><ul><ul><li>Purpose-driven moderation </li></ul></ul><ul><ul><li>Moderate lig...
Best Practices <ul><li>Registration? </li></ul><ul><ul><li>Keep barriers low (don’t require registration unless you really...
Pulling It All Together
Pulling It All Together
Pulling It All Together - REUSE <ul><li>User-Generated Content is an Asset </li></ul><ul><ul><li>Use it to drive your goal...
Pulling It All Together - REUSE <ul><li>User-Generated Content is an Asset </li></ul><ul><ul><li>Use it to drive your goal...
Pulling It All Together - REUSE <ul><li>Enable content exchange </li></ul><ul><li>Import content  from across your  web pr...
Pulling It All Together - REUSE <ul><li>Enable content exchange </li></ul><ul><li>Import content  from across your  web pr...
Pulling It All Together - REUSE <ul><li>Aggregate from external sources. </li></ul><ul><li>Leverage third-party content th...
Pulling It All Together – TAKE CUES <ul><li>Let Your Visitors Drive Your Content Strategy </li></ul>
Pulling It All Together - CONNECT <ul><li>Tie Your Site To Your Web Properties </li></ul><ul><li>Prominently display socia...
So Where Do We Begin? <ul><li>Make it purpose-driven </li></ul><ul><ul><li>Vineyard: Wine Pairings </li></ul></ul><ul><ul>...
Grand Rapids Community College <ul><li>Founded 1914 </li></ul><ul><li>Serving the community’s education needs </li></ul><u...
Grand Rapids Community College <ul><li>GRCC’s Approach To Social Media </li></ul><ul><li>Driven by the requirements of our...
Grand Rapids Community College <ul><li>Testing The Waters </li></ul><ul><li>Some departments and faculty have embraced soc...
Grand Rapids Community College <ul><li>YouTube </li></ul><ul><li>http:// www.youtube.com/user/grcctv </li></ul><ul><li>Alm...
Grand Rapids Community College <ul><li>Facebook </li></ul><ul><li>http://tinyurl.com/d9esga </li></ul><ul><li>Pages for th...
Grand Rapids Community College <ul><li>Twitter </li></ul><ul><li>http:// twitter.com/GRCCadmissions </li></ul><ul><li>Admi...
Grand Rapids Community College <ul><li>Future Developments </li></ul><ul><li>Implement Percussion for Fall Semester </li><...
Grand Rapids Community College <ul><li>Future Developments (cont.) </li></ul><ul><li>User Feedback and Content Review </li...
Percussion Community Marketing Solution
Percussion Community Marketing Solution Delivery Tier CM Tier CM Server Existing Web Applications Web Servers Online Inter...
Community Marketing Solution <ul><li>RSS Feeds </li></ul><ul><ul><li>Deliver content beyond your site </li></ul></ul><ul><...
Thank You <ul><li>Questions? </li></ul>
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Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, Generate Leads, and Drive Engagement

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Websites that leverage peer participation and allow visitors to interact socially drive more results. 79% of online retailers reported that consumer-generated rating and reviews improved site conversion rates (eMarketer). And the trend doesn’t affect only consumer-facing businesses: 90% of B2B buyers first turn to the internet, including user-generated content (TechTarget/CMO Council).

Learn:
• How leveraging peer endorsement can lift conversation rates and drive more sales, leads, or revenue.
• Different ways of fostering participation on your website - comments, ratings, reviews, and polls.
• Actionable steps you can take and best practices for implementing community features.

Published in: Business, Technology
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Community Marketing: Using Customer & Peer Endorsement to Lift Conversions, Generate Leads, and Drive Engagement

  1. 1. Community Marketing Using Customer & Peer Endorsement to Lift Conversions, Generate Leads, and Drive Engagement Prepared by Chris Oquist, Percussion Software August 09
  2. 2. Presenters <ul><li>Chris Oquist , [email_address] </li></ul><ul><ul><li>Marketing Manager </li></ul></ul><ul><li>Patrick LaPenna, Grand Rapids Community College </li></ul><ul><ul><li>Director of Solutions </li></ul></ul><ul><li>Nate Barad, [email_address] </li></ul><ul><ul><li>Director of Solutions </li></ul></ul><ul><li>Follow Up: </li></ul><ul><li>[email_address] </li></ul><ul><li>781-438-9900 </li></ul>
  3. 3. Agenda <ul><li>What Is Community Marketing? </li></ul><ul><li>Why Is It Important? </li></ul><ul><li>Best Practices For Implementation </li></ul><ul><li>Grand Rapids Community College </li></ul><ul><li>Percussion Community Marketing Solution </li></ul><ul><li>Questions and Answers </li></ul>
  4. 4. What is Community Marketing? <ul><li>The act of enabling your online visitors to behave how they were hardwired to – socially. </li></ul><ul><li>Leveraging peer endorsement to drive action. </li></ul><ul><li>User-Generated Content (UGC) </li></ul>Ratings Reviews Polls Comments Uploaded Rich Media Third-Party Community Content
  5. 5. What is Community Marketing? <ul><li>The Social Internet Is Not New </li></ul><ul><ul><li>Newsgroups </li></ul></ul><ul><ul><li>ListServs </li></ul></ul><ul><ul><li>Chatrooms </li></ul></ul><ul><ul><li>Discussion Forums </li></ul></ul>
  6. 6. What is Community Marketing? <ul><li>It’s Not Going Away </li></ul>
  7. 7. What is Community Marketing Community Marketing can generate: Awareness Conversions Leads Revenue Trust New Products and Services Self-Support Engagement Loyalty
  8. 8. Why It’s Critical <ul><li>The Web is pervasive and ubiquitous. </li></ul>
  9. 9. Why It’s Critical <ul><li>2. Traditional “push” marketing is less effective than ever before. </li></ul><ul><li>60% of American consumers don’t believe that companies tell the truth in advertising (Source: Yankelovich) </li></ul>However…
  10. 10. Why It’s Critical <ul><li>78% of users say consumer recommendations are credible (Source: Nielsen) </li></ul><ul><li>84% trust user reviews more than “expert” reviews </li></ul><ul><li>(Source: MarketingSherpa) </li></ul><ul><li>56% of site owners say user-generated content lifts conversion levels; 77% say it increases traffic; 42% say it boosts consumers’ average spend. </li></ul><ul><li>(Source: eConsultancy) </li></ul>
  11. 11. Why It’s Critical <ul><li>And it’s not just B2C users… </li></ul>
  12. 12. Why It’s Critical <ul><li>93% consider ratings and reviews very valuable for business decisions (Source: Carlsson Research) </li></ul><ul><li>58% have removed a supplier as an option because of negative reviews (Source: Carlsson Research) </li></ul>
  13. 13. Why It’s Critical <ul><li>3. Internet users are empowered. </li></ul>However…
  14. 14. Why It’s Critical
  15. 15. Why It’s Critical
  16. 16. Communities Drive Results <ul><li>Communities can increase revenue per customer dramatically - up to 50% (Deloitte) </li></ul>
  17. 17. Communities Drive Results <ul><li>Communities can increase revenue per customer dramatically - up to 50% (Deloitte) </li></ul>
  18. 18. Communites Drive Results <ul><li>You don’t need to be Dell or Starbucks to engage your users . </li></ul>
  19. 19. Giving Your Users A Voice <ul><li>Ratings and Reviews </li></ul><ul><li>Polls </li></ul><ul><li>Comments </li></ul><ul><li>Rich Media </li></ul><ul><li>Third-Party Community Content </li></ul>
  20. 20. Ratings and Reviews
  21. 21. Ratings and Reviews <ul><li>Lift Conversion Rates </li></ul><ul><ul><li>79% of online UK retailers reported that consumer-generated rating and reviews improved site conversion rates. ( eMarketer ) </li></ul></ul><ul><li>Drive Traffic through Search </li></ul><ul><ul><li>When asked what sources they are &quot;very likely&quot; to consult before making a buying decision, 62% named Web sites with user reviews as their top choice. ( Marketing Sherpa ) </li></ul></ul><ul><li>Buyer Satisfaction </li></ul><ul><ul><li>Items on Petco.com with consumer reviews have a 20% lower return rate on average than items without. ( Internet Retailer ) </li></ul></ul>
  22. 22. Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul>
  23. 23. Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul>
  24. 24. Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul><ul><li>Show Date and Reviewer Info </li></ul>
  25. 25. Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul><ul><li>Show Date and Reviewer Info </li></ul><ul><li>Allow Users To Rate Ratings </li></ul>
  26. 26. Ratings and Reviews – Best Practices <ul><li>Make them familiar </li></ul><ul><li>Use Star Ratings </li></ul><ul><li>Show Date and Reviewer Info </li></ul><ul><li>Allow Users To Rate Ratings </li></ul><ul><li>Summarize Review Information </li></ul>
  27. 27. Ratings and Reviews – Best Practices 2. Make them prominent <ul><li>Display in Search Results and Category Pages </li></ul>
  28. 28. Ratings and Reviews – Best Practices 2. Make them prominent <ul><li>Display in Search Results and Category Pages </li></ul><ul><li>Allow Users to Narrow (or Sort) by Results </li></ul>
  29. 29. Ratings and Reviews – Best Practices <ul><li>Ask for them! </li></ul><ul><li>“ Write a Review” Link On Product Page </li></ul>
  30. 30. Polls
  31. 31. Polls <ul><li>Gain valuable, real-time insights. </li></ul><ul><li>Easy way to increase engagement and participation. </li></ul><ul><li>Demonstrate market relevance. </li></ul>
  32. 32. Polls – Best Practices <ul><li>1. Make them familiar </li></ul>
  33. 33. Polls – Best Practices <ul><li>1. Make them familiar </li></ul><ul><li>Clear Call To Action </li></ul>
  34. 34. Polls – Best Practices <ul><li>1. Make them familiar </li></ul><ul><li>Clear Call To Action </li></ul><ul><li>Use Radio Buttons </li></ul>
  35. 35. Polls – Best Practices <ul><li>1. Make them familiar </li></ul><ul><li>Clear Call To Action </li></ul><ul><li>Use Radio Buttons </li></ul><ul><li>Allow Users to Vote and View Results </li></ul>
  36. 36. Comments
  37. 37. Comments <ul><li>Empower Your Readers </li></ul><ul><ul><li>Users who post messages or contribute reviews visit sites nine times more often than noncontributors do. (McKinsey & Co) </li></ul></ul><ul><li>Source Their Insights </li></ul><ul><li>Demonstrate Community </li></ul>
  38. 38. Comments – Best Practices <ul><li>1. Make it EASY </li></ul>
  39. 39. Comments – Best Practices <ul><li>1. Make it EASY </li></ul>- Place Comment Form Below Comments on Permalink Page
  40. 40. Comments – Best Practices <ul><li>1. Make it EASY </li></ul><ul><li>Place Comment Form Below Comments on Permalink Page </li></ul><ul><li>Complete, open form </li></ul>
  41. 41. Comments – Best Practices <ul><li>1. Make it EASY </li></ul><ul><li>Place Comment Form Below Comments on Permalink Page </li></ul><ul><li>Complete, open form </li></ul><ul><li>Call to action and clear instructions </li></ul>
  42. 42. Comments – Best Practices <ul><li>1. Make it EASY </li></ul><ul><li>Place Comment Form Below Comments on Permalink Page </li></ul><ul><li>Complete, open form </li></ul><ul><li>Call to action and clear instructions </li></ul><ul><li>Link to Blog Comment Policy </li></ul>
  43. 43. Comments – Best Practices <ul><li>2. Acknowledge Participation </li></ul><ul><li>Display number of comments beneath blog post title </li></ul>
  44. 44. Comments – Best Practices <ul><li>2. Acknowledge Participation </li></ul><ul><li>Link to commenter’s URLs </li></ul>
  45. 45. Comments – Best Practices <ul><li>2. Acknowledge Participation </li></ul><ul><li>Respond. </li></ul>
  46. 46. Rich Media
  47. 47. Rich Media <ul><li>Generate Awareness and Traffic </li></ul><ul><ul><li>HP “You On You” contest generated 300 entries, 2,300 subscribers, and 430,000 pageviews in three days. </li></ul></ul><ul><li>Highly Social </li></ul><ul><ul><li>Inherently suited for sharing on social networking sites (Flickr, Youtube, Slideshare, Facebook, Myspace) </li></ul></ul><ul><li>Source Compelling Content </li></ul><ul><ul><li>TripAdvisor saw user-generated content grow from 5m items in ’06 to 20m in ’08. </li></ul></ul>
  48. 48. Rich Media – Best Practices <ul><li>1. Make it relevant </li></ul>
  49. 49. Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Clear call to action. </li></ul>
  50. 50. Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul>
  51. 51. Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Simple Title. </li></ul>
  52. 52. Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Simple Title. </li></ul><ul><li>Short, concise instructions. </li></ul>
  53. 53. Rich Media – Best Practices <ul><li>2. Encourage Participation </li></ul><ul><li>Simple Title. </li></ul><ul><li>Short, concise instructions. </li></ul><ul><li>Display examples right by call to action. </li></ul>
  54. 54. Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul>
  55. 55. Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul>
  56. 56. Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>Auto-Fill Information Whenever Possible </li></ul>
  57. 57. Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>Auto-Fill Information Whenever Possible </li></ul><ul><li>Clear Instructions </li></ul>
  58. 58. Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>Auto-Fill Information Whenever Possible </li></ul><ul><li>Clear Instructions </li></ul><ul><li>Include disclaimers (eg. Intellectual Property) but make them non-threatening </li></ul>
  59. 59. Rich Media – Best Practices <ul><li>3. Make It EASY </li></ul><ul><li>Remind users what they’re doing. </li></ul><ul><li>Auto-Fill Information Whenever Possible </li></ul><ul><li>Clear Instructions </li></ul><ul><li>Include disclaimers (i.e. Intellectual Property) but make them non-threatening </li></ul><ul><li>Allow Users To Preview Their Submissions </li></ul>
  60. 60. Rich Media – Best Practices <ul><li>5. Acknowledge Your Users’ Efforts </li></ul>
  61. 61. Best Practices <ul><li>That’s great, but what about… </li></ul>
  62. 62. Best Practices <ul><li>Negativity? </li></ul><ul><ul><li>80% of reviews are positive. (Forrester) </li></ul></ul><ul><ul><li>Conversion rates are HIGHER for products with both negative and positive reviews. </li></ul></ul><ul><ul><ul><li>Users trust the process. </li></ul></ul></ul><ul><ul><ul><li>Weaknesses are known. </li></ul></ul></ul>
  63. 63. Best Practices <ul><li>Moderation? </li></ul><ul><ul><li>Purpose-driven moderation </li></ul></ul><ul><ul><li>Moderate lightly – transparency works </li></ul></ul><ul><ul><li>Link to your Moderation Policy </li></ul></ul>
  64. 64. Best Practices <ul><li>Registration? </li></ul><ul><ul><li>Keep barriers low (don’t require registration unless you really need to.) </li></ul></ul>
  65. 65. Pulling It All Together
  66. 66. Pulling It All Together
  67. 67. Pulling It All Together - REUSE <ul><li>User-Generated Content is an Asset </li></ul><ul><ul><li>Use it to drive your goals </li></ul></ul><ul><li>Feature user questions on your homepage </li></ul>
  68. 68. Pulling It All Together - REUSE <ul><li>User-Generated Content is an Asset </li></ul><ul><ul><li>Use it to drive your goals </li></ul></ul><ul><li>Leverage peer endorsement on your homepage. </li></ul>
  69. 69. Pulling It All Together - REUSE <ul><li>Enable content exchange </li></ul><ul><li>Import content from across your web presence (Twitter, Flickr, Facebook wall.) </li></ul>
  70. 70. Pulling It All Together - REUSE <ul><li>Enable content exchange </li></ul><ul><li>Import content from across your web presence (Twitter, Flickr, Facebook wall.) </li></ul><ul><li>Automate the distribution of content </li></ul>
  71. 71. Pulling It All Together - REUSE <ul><li>Aggregate from external sources. </li></ul><ul><li>Leverage third-party content that delivers value to your users. </li></ul>
  72. 72. Pulling It All Together – TAKE CUES <ul><li>Let Your Visitors Drive Your Content Strategy </li></ul>
  73. 73. Pulling It All Together - CONNECT <ul><li>Tie Your Site To Your Web Properties </li></ul><ul><li>Prominently display social links on your homepage. </li></ul>
  74. 74. So Where Do We Begin? <ul><li>Make it purpose-driven </li></ul><ul><ul><li>Vineyard: Wine Pairings </li></ul></ul><ul><ul><li>University: Course or Instructor Ratings, Alumni Video Testimonials </li></ul></ul><ul><ul><li>Financial Site: Bull or Bear Thumb Ratings </li></ul></ul><ul><ul><li>Non-profit: User-submitted campaign guides </li></ul></ul><ul><ul><li>Healthcare: Patient Testimonials </li></ul></ul><ul><li>What information are your users looking for? </li></ul><ul><ul><li>Let them provide it to each other. </li></ul></ul>
  75. 75. Grand Rapids Community College <ul><li>Founded 1914 </li></ul><ul><li>Serving the community’s education needs </li></ul><ul><ul><li>Two campuses in Grand Rapids and the Lakeshore area </li></ul></ul><ul><ul><ul><li>Rapid expansion of our downtown campus </li></ul></ul></ul><ul><ul><li>Technical Training and Workforce Development resources </li></ul></ul><ul><ul><ul><li>Non-credit classes </li></ul></ul></ul><ul><ul><li>Affordable transfer credit for students continuing their education at other institutions </li></ul></ul><ul><ul><ul><li>Accessible to all students </li></ul></ul></ul>
  76. 76. Grand Rapids Community College <ul><li>GRCC’s Approach To Social Media </li></ul><ul><li>Driven by the requirements of our students </li></ul><ul><li>Core group of early adopters among staff for technology </li></ul><ul><li>Superb resources in video production </li></ul><ul><ul><li>College Television Channel </li></ul></ul><ul><ul><li>In house production facilities </li></ul></ul>
  77. 77. Grand Rapids Community College <ul><li>Testing The Waters </li></ul><ul><li>Some departments and faculty have embraced social media like Facebook and Twitter </li></ul><ul><li>Growing interest among student population </li></ul><ul><li>Other areas beginning to recognize power of social media </li></ul>
  78. 78. Grand Rapids Community College <ul><li>YouTube </li></ul><ul><li>http:// www.youtube.com/user/grcctv </li></ul><ul><li>Almost 1000 videos uploaded to date </li></ul><ul><ul><li>Award winning television productions </li></ul></ul><ul><ul><li>Class lectures </li></ul></ul><ul><ul><li>Advertizing and Marketing Promotions </li></ul></ul><ul><li>Can easily be used in classroom and website presentations </li></ul>
  79. 79. Grand Rapids Community College <ul><li>Facebook </li></ul><ul><li>http://tinyurl.com/d9esga </li></ul><ul><li>Pages for the college, alumni, and specific programs </li></ul><ul><li>Groups for student organizations, athletic teams, and issues of interest </li></ul><ul><ul><li>Created by students and others </li></ul></ul><ul><ul><li>Source of feedback on policies and programs </li></ul></ul><ul><li>Another mode of communication </li></ul><ul><ul><li>Student questions – “How do I start a student organization?” </li></ul></ul><ul><ul><li>Campus Events </li></ul></ul><ul><ul><li>Important dates from academic calendar </li></ul></ul><ul><ul><li>Highlights from YouTube </li></ul></ul>
  80. 80. Grand Rapids Community College <ul><li>Twitter </li></ul><ul><li>http:// twitter.com/GRCCadmissions </li></ul><ul><li>Admissions </li></ul><ul><ul><li>Important dates related to enrollment </li></ul></ul><ul><li>Communications </li></ul><ul><ul><li>Marketing and community relations </li></ul></ul><ul><li>IT Help Desk </li></ul><ul><ul><li>Service alerts and system status </li></ul></ul>
  81. 81. Grand Rapids Community College <ul><li>Future Developments </li></ul><ul><li>Implement Percussion for Fall Semester </li></ul><ul><ul><li>Access to timely and accurate information </li></ul></ul><ul><ul><li>Opportunity for social media integration </li></ul></ul><ul><ul><li>Reuse of user-generated content </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Early adopters have created personal blogs </li></ul></ul><ul><ul><li>Requests for comments and feedback on content </li></ul></ul><ul><li>Collection and analysis of website statistics </li></ul><ul><ul><li>Targeted development to optimize return on investment </li></ul></ul>
  82. 82. Grand Rapids Community College <ul><li>Future Developments (cont.) </li></ul><ul><li>User Feedback and Content Review </li></ul><ul><ul><li>Improve transparency </li></ul></ul><ul><ul><li>Set targets for development </li></ul></ul><ul><li>Video Integration </li></ul><ul><ul><li>Targeted at specific website audience </li></ul></ul><ul><ul><li>Video testimonials </li></ul></ul><ul><ul><li>User-generated content </li></ul></ul>
  83. 83. Percussion Community Marketing Solution
  84. 84. Percussion Community Marketing Solution Delivery Tier CM Tier CM Server Existing Web Applications Web Servers Online Interaction Services Third Party Applications Database Security Internal Applications Dynamic Web Experience Business Users
  85. 85. Community Marketing Solution <ul><li>RSS Feeds </li></ul><ul><ul><li>Deliver content beyond your site </li></ul></ul><ul><ul><li>Capture external feeds </li></ul></ul><ul><li>Blog Integration </li></ul><ul><ul><li>Leverage your blog channel both to and from your site </li></ul></ul><ul><ul><li>Publish using standard content types or integrate with third-party blogging platforms </li></ul></ul><ul><li>External Content Capture </li></ul><ul><ul><li>Pull in any structured content from any site on the Web </li></ul></ul><ul><li>User-Generated Content </li></ul><ul><ul><li>Allow site visitors to directly submit their own content </li></ul></ul>http://www.percussion.com/solutions/community-marketing/
  86. 86. Thank You <ul><li>Questions? </li></ul>

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