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Fahlgren Mortine and Webbed Marketing present, "Creating" at the Columbus Chamber's event, "Getting Results with Social Media"

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  2. 2. Concept <ul><li>In spring 2008, our client asked for a “Big Idea” but did not have a big budget to match </li></ul><ul><li>We knew that safety professionals have a hunger for knowledge sharing and networking </li></ul><ul><li>We came up with the idea to develop the first and only online social network dedicated to health and safety professionals </li></ul>
  3. 3. Research <ul><li>Studies show that more than one third of U.S. Internet users are active in professional online communities </li></ul><ul><li>A 2008 survey by the trade publication Industrial Safety & Health News indicated that 80 percent of safety respondents look online for safety and health news updates. </li></ul><ul><li>Conducted extensive blog and social media research into workplace safety industry </li></ul><ul><li>Held informal focus groups/gathered anecdotal findings at National Safety Congress. </li></ul><ul><li>Researched software platform and functionalities </li></ul><ul><li>Identified and reached out to potential online influencers as well as key trade media </li></ul><ul><li>Collected best practices from other leading consumer and B to B companies that had launched niche social networks </li></ul>
  4. 4. Planning <ul><li>Recommended that the community have only subtle Ansell branding at first in order to attract the broadest possible group of safety professionals across all industries and niches </li></ul><ul><li>Designed community for audiences including safety managers, foremen, safety engineers, factory and construction workers, media members, industry executives and anyone for whom workplace safety is a profession or passion </li></ul><ul><li>Set objectives for year one of the community’s existence: </li></ul><ul><ul><li>1,000 members by 12/31/08 (achieved in 2/2009) </li></ul></ul><ul><ul><li>2,000 members by 7/31/09 (on target to achieve) </li></ul></ul><ul><ul><li>Lead generation for the Ansell sales force </li></ul></ul><ul><ul><li>Continual organic growth and activity on the community </li></ul></ul><ul><li>Initial budget was $35K which included technical costs, initial community marketing and online promotions, and start-up maintenance </li></ul>
  5. 5. Execution & promotion <ul><li>Utilized Ning platform which allowed us to focus resources on content, community management and promotion </li></ul><ul><li>Seeded community with positive content including blog posts, photos, videos and discussion starters of interest to a wide variety of safety professionals </li></ul><ul><li>Served as community mayors for the site, welcoming new members, answering questions and directing them to content on the site that matched their interests </li></ul><ul><li>Created direct e-mail announcements to send to Ansell’s existing database of safety industry professionals, including customers and prospects </li></ul><ul><li>Developed a search engine optimized media release for Ansell’s key publications announcing the new site </li></ul>
  6. 6. Integrated marketing <ul><li>Utilized social media marketing to tap into established Web sites, tools and communities – such as podcasts, LinkedIn, Facebook, Twitter and MySpace </li></ul><ul><li>Conducted personal pitching with major influencers in the safety industry, as well online influencers such as bloggers, to help drive membership and referrals </li></ul><ul><li>Implemented tradeshow promotions at major industry events </li></ul><ul><li>Developed traditional advertising to further reach safety professionals via the top industry trades and email newsletters </li></ul>
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  8. 8. Results <ul><li>In just over one year, community is thriving and self-sufficient </li></ul><ul><li>Traffic to date includes more than 45,190 unique visits and 309,273 page views </li></ul><ul><li>Average time spent on site is 6.84 pages and about 5 minutes </li></ul><ul><li>Community activity to date: 1,683 members, 925 photos, 495 blog posts, 44 events, 66 videos and 319 discussions </li></ul><ul><li>Site provides thought leadership opportunity, voice of customer research, opportunity to build relationships with customers and prospects, social media hub </li></ul><ul><li>Generated positive press coverage for site and Ansell via more than 500 online sites and 30 trade publications </li></ul>
  9. 9. Results <ul><li>Since May 2008, Ansell’s Safety Community has grown to more than 1,600 members and every core metric (visits, traffic, engagement) has showed significant improvement </li></ul>
  10. 10. Results
  11. 11. Community Membership
  12. 12. Traffic Channel Performance Traffic Source Visits Time on Site PV/V Conversion Rate Direct 1083 6:01 8.26 2.75% Referrer Traffic 6687 6:44 8.94 3.17% All Search 6556 2:32 4.35 2.59% Organic Search 4456       Paid Search 2100      
  13. 13. Top Referring Sites, Traffic Site Number of Visits 1,082 1,002 895 373 333 170 166 145 111 109
  14. 14. Other Successes <ul><li>Inbound links indexed by Yahoo have increased to nearly 2,000 </li></ul><ul><li>Webbed-o-Meter score increases </li></ul><ul><li>More blog posts and discussion forums posts on the “Online Safety Community” </li></ul><ul><li>Social network (Twitter, Facebook, Myspace, LinkedIn) friends and followers continue to grow </li></ul><ul><li>More people and visits tracked by </li></ul>
  15. 15. CONNECT Lara Kretler Bill Balderaz @LaraK @bbalderaz [email_address] [email_address] 614-383-1618 or 937-271-9151 614-291-8456 or 937-215-6148 http://