Building Award-Winning Online Destinations

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Creating a successful online destination is only as complex as sustaining one. In this presentation we talk about the business benefits and best practices of building an online destination aimed at attracting and engaging your prospect base in the hyper-competitive B-to-B space.

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Building Award-Winning Online Destinations

  1. 1. Creating Interactive Online Communities<br />January 14, 2010<br />
  2. 2. About the Presenter<br />2<br /><ul><li>Group Account Director at Regalix
  3. 3. Extensive experience in digital marketing
  4. 4. Managed creative and strategic teams at global agencies Ogilvy, and Hill & Knowlton
  5. 5. Works with Fortune 100 and emerging businesses
  6. 6. Has written and spoken on the importance of innovative digital marketing</li></li></ul><li>Agenda<br />3<br /><ul><li>Introduction
  7. 7. Different Types of Communities
  8. 8. What’s the Best Community for Your Initiative
  9. 9. Community Case Studies
  10. 10. Getting Started
  11. 11. Questions and Answers</li></li></ul><li>Brand Interaction is Changing<br />Traditional/Offline Marketing<br />Web 2.0 Marketing/Social Media Marketing<br />“I have a need”<br />“We have an offer. Please make a purchase”<br />“Let’s collaborate”<br />One-way communication<br />Consumer doesn’t have a voice<br />No interaction with customer<br /><ul><li>Two-way communication
  12. 12. Interact, engage and listen to customer
  13. 13. Consumer’s voice counts</li></ul>4<br />
  14. 14. Social Media Ecosystem<br />Communication<br /><ul><li>1 to 1 messaging
  15. 15. Forums/Answers
  16. 16. Chat/Discuss</li></ul>Interest Sharing<br />Networking<br /><ul><li>Connect with friends and colleagues
  17. 17. Images
  18. 18. Videos
  19. 19. Documents</li></ul>Social Media<br />Thought Leadership<br />Learning<br /><ul><li>Whiteboard
  20. 20. White-paper
  21. 21. Blogs
  22. 22. Knowledge Sharing
  23. 23. Vertical search</li></li></ul><li>Online Communities<br />Activities<br />Outcomes<br /><ul><li>Consumer insights
  24. 24. Brand feedback
  25. 25. Improves customer service
  26. 26. Media monitoring
  27. 27. Tracking discussions</li></ul>Listening<br /><ul><li>Posting topics
  28. 28. Starting conversations
  29. 29. Customer acquisition
  30. 30. Engages brand ambassadors</li></ul>Energizing<br /><ul><li>Humanizes the brand
  31. 31. Builds trust
  32. 32. Answering questions
  33. 33. Communicating directly with customers
  34. 34. Running online promos</li></ul>Supporting<br /><ul><li>Viral promotion of brand
  35. 35. Customer support through the community
  36. 36. Active community that promotes the brand</li></ul>Embracing<br /><ul><li>Affordable brand building
  37. 37. Scaling beyond traditional advertising
  38. 38. Distribute branded content across web
  39. 39. Incentivizing users to engage with brand</li></ul>Spreading<br />6<br />
  40. 40. Types of Communities<br /><ul><li>Social Media Platforms
  41. 41. Internal or Closed Communities
  42. 42. Brand and Thought Leadership Portals
  43. 43. Lead Generation Channels
  44. 44. Educational and Informative Hubs</li></li></ul><li>Case Studies<br />ComplianceOnline.com<br />Community for compliance professionals<br />Mature community with large amount of content<br />Intuit JumpStart<br />Specific focus on small business<br />Branded community leveraging the Intuit name<br />M2M.com<br />Community for mobile professionals<br />Early stage community, quickly gaining traction<br />8<br />
  45. 45. MetricStream Challenge<br /><ul><li>Crowded Compliance Market
  46. 46. Large, F100 companies spending large sums
  47. 47. SOX was misunderstood and undefined
  48. 48. Build a Brand with Limited Funds
  49. 49. Small company with limited funds
  50. 50. Limited time and resources
  51. 51. No existing brand equity
  52. 52. Generate Leads Quickly
  53. 53. Sales initiative – not just brand building
  54. 54. Can’t waste funds – execs expect results</li></ul>9<br />
  55. 55. <ul><li>Largest portal on Compliance on the Internet
  56. 56. Vertical search with over 5M documents
  57. 57. 1.5M+ compliance community
  58. 58. Over 1000 courses
  59. 59. Over 25K compliance products in the catalogue
  60. 60. Exclusive partnership with NASDAQ</li></ul>© 2006 Confidential | intelligent marketing & technology solutions<br />10<br />
  61. 61. Intuit JumpStart Community<br /><ul><li>Focused on small business
  62. 62. Platform for accounting professionals to market their services as experts
  63. 63. Support offered for Intuit products
  64. 64. Community expertise reinforces Intuit as a trusted financial brand</li></li></ul><li>M2M.com Case Study<br /><ul><li>Community for mobile professionals
  65. 65. Experts can share their learnings on past projects
  66. 66. Platform for wireless innovations</li></li></ul><li>Components of a Successful Community<br /><ul><li>Great Content = Great Community
  67. 67. Aggregate content from across the web
  68. 68. Tap into the wisdom of the crowds
  69. 69. Enable community to upload content and answer questions
  70. 70. Thought Leadership
  71. 71. Subtle company sponsorship
  72. 72. Organic community leadership
  73. 73. Target recruitment on thought leaders…others will follow
  74. 74. Value = Reoccurring Visitors
  75. 75. Site is continually updated with fresh, educational material
  76. 76. Seek knowledge and partnerships outside the company
  77. 77. Platform for third-parties to build businesses through webinars and articles</li></ul>13<br />
  78. 78. Getting Started<br /><ul><li>Define Your Objective
  79. 79. Thought leadership, leads, communication?
  80. 80. Who will manage the community – internal or external?
  81. 81. Innovate for Your Community
  82. 82. Leaders want to work with leaders
  83. 83. Innovate in products/business model/distribution
  84. 84. Participate and Facilitate
  85. 85. Make the community your friend
  86. 86. Answer questions and post content
  87. 87. Monetize or Motivate
  88. 88. Incentivize the community</li></li></ul><li>Company Overview<br />Full-Service: Digital Marketing & Technology<br />Talent: Leadership, Advisory, 150+ Team <br />Customers: Fortune 500 and Venture-Backed<br />Focus: B2B, B2C, C2C <br />Global: HQ in Silicon Valley, 4 Offices<br />Recognition: <br />15<br />

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