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Agencies Role In Communities


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Published in: Business, Technology

Agencies Role In Communities

  1. 1. Your brand lives in the voice of your customers The Agency’s role in online communities
  2. 4. What does this mean? Geotags Blogging Aggregation Podcasting Folksonomies Rating Tools Vlogging Community Discussions Online Social Networks Tagging Instant Messaging mashups RSS Citizen Journalism Wikis
  3. 6. Traditional View From Forrester Research - 9/07
  4. 7. The new complexity
  5. 8. Expression Reputation Profession Publication Opinion Hobby Knowledge Avatars Purchase Details Certificates Audience What I say What I share Where I work What I like How and where to join me What is being said about me What am I passionate about What I Buy What I know What represents me Who I know Non-exclusive digital identity
  6. 9. Community ROI <ul><li>Acquisition: $0-$100/head </li></ul><ul><ul><li>Viral marketing, word of mouth engines </li></ul></ul><ul><ul><li>Chrysler PT Cruiser: Live Events: $10/user vs. $400 in showroom </li></ul></ul><ul><li>Loyalty & Engagement: 45x loyalty increase </li></ul><ul><ul><li>Site Metrics: 9x the frequency, 5x the visit length (McKinsey) </li></ul></ul><ul><ul><li>MINI Cooper: 70% of new buyers </li></ul></ul><ul><li>Brand Awareness: 4x the unaided brand recall </li></ul><ul><ul><li>Brand recall: 4x the unaided brand recall vs a search engine (NFO) </li></ul></ul><ul><ul><li>Sponsorships: Structured community venues, immersive branding </li></ul></ul><ul><ul><li>Higher Value : Moderated community </li></ul></ul><ul><li>Purchase </li></ul><ul><ul><li>eBay: Community participants spend 54% more </li></ul></ul><ul><ul><li>Momentum: Visitors to Branded community 2x more likely to buy vs.visitors to brand page on destination social network </li></ul></ul><ul><li>Support: 5x-10x more effective than phone support </li></ul><ul><ul><li>eBay Answer Center: Questions answered in 30 min vs. 1-2 days email </li></ul></ul>
  7. 10. Community Ladder
  8. 11. The Blogging Long Tail -Technorati 9/07
  9. 12. 5 Ways To Socialize A Brand <ul><li>Culture: A Sense of Place </li></ul><ul><li>Integration: No community is an island </li></ul><ul><li>Participation: You are what you have to say </li></ul><ul><li>Trust (Transparency/Authenticity): Give up the control you don’t have </li></ul><ul><li>Leadership: Lead, Empower, Listen, Follow </li></ul>
  10. 13. Questions to discuss <ul><li>How does a brand actually enter a conversation? </li></ul><ul><li>Just how do you make advertising—traditionally the epitome of highly crafted, approved-at-every-level communication—include your customer? </li></ul><ul><li>What does it mean when the people you used to think of as your “audience” have now become publishers with their own readerships? </li></ul>
  11. 14. Some ideas from the experts: <ul><li>Once marketers have done the fundamental thing of finding and respectfully participating in market conversations, they have an opportunity to do more. </li></ul><ul><li>They can contribute real value by using their resources to concentrate and syndicate market conversations in ways that make them more visible. </li></ul><ul><li>And this act of building visibility creates a virtuous circle benefiting everyone involved. </li></ul>-From Manifesto on Monday Morning
  12. 15. Payoffs from Conversations <ul><li>Interest. </li></ul><ul><li>Credibility </li></ul><ul><li>Cost-effectiveness </li></ul><ul><li>Understanding </li></ul><ul><li>Sustainability </li></ul><ul><li>“ By genuinely participating in the conversation, which is always changing, brands move with their markets.” </li></ul>-From Manifesto on Monday Morning
  13. 16. LiveWorld - Our History
  14. 17. LiveWorld: Working With Market Leaders Education, Non Profit & Political Internet & Technology Retail, Consumer Products & Automotive Entertainment, Media & Telecom Coca-Cola Financial & Travel Services
  15. 18. Best-in-Class: Community Management Model Culture Ownership Leadership Standards Moderation : Welcome, orientation, inspiration; models, hosts, and mentors Rules, rationale, communication, training/enforcement Ambience, tone, language, ideals, customs; seeding, programming Proprietary behavior, user investment, home Stakeholders support culture & control costs Place Connection People Key Linkage Idea Drivers
  16. 19. Moderation Development Tracking & Reporting Management Leading edge Programming & Engineering Sustainable & Healthy community Active participation and protection Orientation, inspiration, models, hosts, and mentors Full community platform or modular/custom offering LiveWorld Solution: Best-in-Class
  17. 20. Campbell’s - Connecting Users
  18. 21. Mini Cooper - Owner Loyalty
  19. 22. American Express - Networking
  20. 23. Pringles - Launching New Products
  21. 24. TV Guide - User Video
  22. 25. Thank you! <ul><li>Jay Bryant </li></ul><ul><li>Vice President - Community Architect </li></ul><ul><li>[email_address] </li></ul><ul><li>212-699-0878 </li></ul>