Marketing to Digital Moms


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This presentation was given at the Marketing to Digital Moms Conference in Toronto on June 3, 2010

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Marketing to Digital Moms

  1. 1. So what is this thing they call Community Management??? June 3, 2010
  2. 2. Contents Who we are What we do So what is Social Media, really? Evolution of Social Media So its really about conversations? What does that mean for a Brand? The Business of Community Management
  3. 3. ShesConnected bringing conversations to life across social media… 100% Social Media Community Unique Focus Management Expertise on + =
  4. 4. What we do… Create and implement sustainable Social Media capabilities Program design and management Contest development and management Widget/Application development, sourcing, and management Community management (across Social Media) Facebook “Social Ad management” Measurement/reporting
  5. 5. What is social media? Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) It allows everyone to have conversations 365 days a year, 24 hours a day. They can talk about anything and everything and not be bound to geography or time
  6. 6. Evolution of Social Media Brands When the medium becomes this big…. jump in… Social Media proliferation Scaling to the masses RSS Justin Hall 1st Blogger i2GO Web is born Tim Berners-Lee Ward MP3 1st Social Cunningham Podcasts 1stpersonal Networking Discussion website site Listservs Forums Party Email Father of Wiki Lines 1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2010
  7. 7. Social Media Is Driving Growth Online- Businesses Need to be Here Percent of online spent 1.9% 2.8% 3.2% 3.6% 4% 4.7% 5.6% on social media
  8. 8. But advertisers struggle Advertisers know how to broadcast their messages (ONE WAY), and they have figured out how to interact via the web. BUT BUY BUY BUY BUY
  9. 9. Having a conversation is very different It is give and take, listen and respond, ask questions, acknowledge different points of view…
  10. 10. For most Brands the closest thing to this is their call center
  11. 11. 93% of social media users believe a company should have a presence in social media 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. Cone, Business in Social Media Study, September 2008
  12. 12. But companies have to participate at the speed of conversation I wish they I’ve tried to would just contact them Can six times! I’d love talk to me! It was you I told all to try that You get a She recomm You my friends Awesome! told me have to discount to try... Did you.. How do I find? try this! 365 days a year, 24 hours a day…
  13. 13. But what happens when somebody says something negative? The old approach won’t work!
  14. 14. What does this mean for a brand? Brands know that social media is not going away and they have to get involved in the conversations, BUT they have concerns… Concerns Things to consider • What happens if negative • Those conversations can and do happen, would you rather be conversations occur? involved in the conversation, or mute to it? • How can we possibly manage • There are tools and business processes that enable you to engage all of the conversations? efficiently and effectively in the conversations • How much is this going to • The cost is easily managed and can scale up or down in proportion to the value it creates. cost us? • What skills are needed to be • It requires a new skill set. To effectively engage in the conversations, effective? you need to have a community management function. This function is a hybrid of PR, Marketing, Customer Service, Product Development, and Competitive Intelligence. • Can my agency just do all • Agencies are great at the concept development, and creative this for me? execution. Managing communities are a bit more tricky, Agency business models may also make it cost prohibitive for brands. • How can this drive business • Business results can definitely be measured and quantified, but it results? requires some new metrics, and measurement methods.
  15. 15. Top marketing priorities for 2010 for are Social Networks/applications top of the list. BUT what’s missing? Being in the conversation!
  16. 16. Call it conversation management, community management, or make up another name…. Brands need the technology, business processes, and people to participate in social media at the speed of conversation. Let’s use the term “Community Management” for now. What does a community manager do?
  17. 17. • One part marketing… • Market research… • Product development… • Competitive intelligence… • Customer care… • One part PR…
  18. 18. Community Management is the “oil” that makes the whole thing work!
  19. 19. So who are our Community Managers? Profile Tier 1 Sites/Tools Women Blog Outreach Cindy Married, one child, age 11 months. Looking to work from home and continue taking care of Taylor • Age 33 • Suburbs • Household income $85,000 • College degree •Marketing Background • Very involved in neighborhood Moms Group • Actively looking for work from home options.
  20. 20. Preparing for community management Be clear about your strategy and brand positioning Translate that into your marketing strategy, campaigns and programs Define Community Manager profile Develop your Messaging Guidelines – Rule Book Recruit and train (onboarding) Community Managers Begin outreach and engagement Capture, Measure, Analyze, and Improve
  21. 21. Community Acquisition and Engagement Bloggers Community Twitter Community Ambassadors Facebook Manager Blogs Forums Engaging with the Brand Communities Blog DB
  22. 22. Brand Agency We uses a leveraged model of Community Managers and Ambassadors to engage Relationship Relationship Lead communities with smart, Lead targeted and relevant marketing Community Community Manager Manager Community Community Community Community Community Community Ambassador Ambassador Ambassador Ambassador Ambassador Ambassador
  23. 23. Community Managers stimulate conversations, drive communities, and give voice to the brand • Publishers of Content such as Blogs, video, Content is King – without articles, web pages Creators the content SM does not exits • Post ratings and reviews, comments on blogs, contributes to online forums Critics Stimulates the conversations • Invites friends, sends articles Sweet Spot communities Connectors Drives to friends • Maintains and updates profile Joiners Driving SM joins groups growth • Views profiles, video, Page reads blogs, reviews Spectators and forum discussions Views • Looks & leaves Inactives Ø
  24. 24. Examples of how we drive conversations that build and enhance communities Acknowledge receipt Express criticism Make an observation Advertise something Express surprise Offer a greeting Answer question Introduce and connect Offer an opinion Ask a question members Put out a wanted ad Augment a post Rally support Rallying support Call for action Give a heads up Recruit people Disclose personal info Respond to criticism Show dismay Distribute media Give a shout out Solicit comments Express agreement Make a joke Solicit help Express a point of view Make a Start a poll recommendation Make a suggestion
  25. 25. How it works… Enabling the right interaction Brand Elicits a Post a response comment or question SCM Wizard Capturing the Delivered conversatio to the n right person
  26. 26. They work 2 – 4 hours per day driving conversation Social Networking Sites across social media Blogs & Twitter Network Word of Mouth Groups Targeted Sites Measurement & Reporting
  27. 27. We work with you to develop a social marketing scorecard unique to your brand’s objectives. We also work with you to determine how these metrics can be translated and compared against other online and offline media performance measures. Social Media Control Panel - sample
  28. 28. We use a number of measurement tools to monitor and assess the effectiveness of your social media strategy.
  29. 29. Thank You!