1.
Be heard.
The heart of the
conversation:
challenges brands face
edging their way into
this sacred space

2.
Take off your
marketing, PR,
advertising, sales,
market research…
hat for a moment
Source: http://www.flickr.com/photos/expressmonorail/2416243832/

3.
What do we mean
by online
communities?

4.
people
Source: http://www.flickr.com/photos/belljar/18171527/sizes/m/

5.
interest
Source: http://www.flickr.com/photos/11164709@N06/4387457002/sizes/o/

6.
purpose
Source: http://www.flickr.com/photos/jesuscm/3944482796/sizes/l/

7.
technology

8.
8 Community Types
 Corporate Voice Community
 User‐Generated Content/ Micro Site Campaign
 Enthusiasts Community
 Associa>ons/ Subscribers Community
 Loyalty Community
 Innova>on Community
 Peer Support Community
 Event Community
Source: Awareness

9.
Why are online
communities
interesting to
brands?

10.
That’s where
people are
Reason#1
hanging out

11.
People are
sharing what
Reason#2
is important
to them

12.
People are
listening to
Reason#3
what others
are saying

13.
People expect
brands to
Reason#4
listen, learn &
contribute

14.
First mover
advantage
Reason#5

15.
And influence off course!

16.
Brands be aware

17.
Source: http://www.flickr.com/photos/belljar/18171527/sizes/m/

18.
It’s not a place where you win
awards for beau>ful
adver>sements

19.
.. but rather to build
social capital
Source: http://www.flickr.com/photos/st-stev/153582206/

20.
You win the hearts and minds
of people based on how well
you listen, contribute and react

21.
Snapshot of Market
 1,700,000,000 people online
 500+ million people in social networks
 Over 2,000 social networking plaYorms
 Over 80 million online communi>es
 US$60 billion is spent online to reach consumers
 80% of companies are using LinkedIn as their primary tool
to find employees

22.
Genuine
Metrics used to measure the
success of social media ini>a>ves
according to B2B and B2C
companies in North America
(September 2009)

23.
Time spent in social networks is
increasing 150% year‐on‐year

24.
4.4%
27.8%
+

25.
Decrease in search. Increase in
community.

26.
Average age across social networks

27.
For the next 2 hours, we’ll explore…
 Evolu>on of online communi>es
 Approaches brands have taken to engage with online
communi>es
 Opportuni>es and challenges brands face when engaging
with online communi>es
 Building an engagement campaign

28.
Evolution of online communities
 Adapted from presentation given by Trebor
Scholz | Department of Media Study

29.
1970’s-80’s:
CompuServe
CompuServe allowed members to share files and
access news and events. But it also offered
something few had ever experienced – true
interaction. Those forums proved tremendously
popular and paved the way for the modern iterations
we know today.

30.
1974: Universities +
Governments

31.
1978: Crisis Support

32.
1980’s: Health

33.
1987: Gaming

34.
1980’s-90’s: BBS
BBSes were often run by hobbyists who
carefully nurtured the social aspects and
interest-specific nature of their projects –
which, more often than not in those early
days of computers, was technology-related.

35.
1995: Culture,
Politics & Tactics

36.
1990’s: Social
Networks
AOL. Yahoo. Classmates. Friendster. Six
Degrees. Asian Ave. Blackplanet. MiGente.

37.
2000’s: Social
Networks
Friendster, LinkedIn, MySpace and
Facebook: The Biz Grows Up

38.
Approaches brands have taken

39.
This is how
not to do it

40.
This is how
you want to
do it

41.
Nike encourages the people of Spain to
prank their friends and sign up to the
Nike+ running community.
Ring, Ring,
Run, Run!

42.
Some key success factors

43.
In online communi>es it is the content that
maeers most.
People talk to and with each other not
because they know each other or are already
connected. Rather, because they share a
similar interest, ques>on, concern, ambi>on,
query, challenge or other issue.
People engage with each other on content
and not on connec>ons. You can meet and
share ideas with strangers because you are
both interested in the subject.

44.
10 things your
grandmother can
teach you about
social media
By Eric Fulwiler from
Social Media Today

45.
Mind your manners
Social media is s>ll social. Even though we are interac>ng
in a virtual space, the same tradi>onal social rules, laws,
and faux pas s>ll apply. If you act like a jerk, don’t expect
many friends.

46.
Tuck in your shirt
How you present yourself is just as important in the
virtual world as it is in the real world. Make sure you are
always aware of how you appear to others.

47.
Send a thank you card
People s>ll appreciate being appreciated. It really doesn’t
take much to convert an acquaintance to a friend, which
will offer exponen>ally more value.
A simple thank you, or any genuinely human interac>on
of gra>tude goes a long way towards this goal.

48.
Keep your elbows off the table
Ac>ng respecYully in front of others proves that you value
them, which will usually make them value you more. And
in social media, it’s all about value.

49.
Turn your music down
Don’t contribute to the noise.
Listen to whatever you want in your own personal space,
but when your personal preferences start to become a
distrac>on to others, people will tune you out.

50.
Finish what you started
Any way you look at it, engagement is a commitment.
When you make an effort to become part of a community,
it’s not only up to you when or how olen you interact
with other members.
If you put yourself out there as a friend, be prepared to be
there when people reach out to you.

51.
Finish your vegetables
There are some aspects of social media that aren’t sexy.
But that doesn’t mean they aren’t important to your
growth and health.
Make sure you are keeping up with the essen>als, and not
just chasing that buzz you get from a social sugar high.

52.
Whatever happened to a good old
fashioned…?
Some>mes all these new gadgets and thingamabobs
aren’t as important or effec>ve as we make them out to
be. Some>mes a good old fashioned email, phone call, or
even in person “get‐together” can accomplish things that
social media can’t.

53.
A man is only as good as his word.
The currency of social media is trust (or social capital).
And if people can’t trust you, you have no value to them.

54.
Think twice before you speak.
You can always say something, but you can never take it
back. Especially in social media where everything you say
can be heard by anyone, forever, there are just too many
“finites” to not reconsider everything you say before you
say it.

55.
Interactive workshop

56.
What are all the
interac>ve
elements a brand
Question 1
could engage
around within an
online community?

57.
Engagement points
Discussion forum Video Photo Blog
Event – online/
Newsleeer/ email Ac>vity feed/ wall Survey/ poll
off‐line
News General info Audio Games
RSS Links Admins Banner ad

58.
Feeders of content
Community Community Community
Social network
manager/admin member sponsor/ partner
Community
Content
embeds content Google adwords Banner adnetwork
adnetwork
stream

59.
Top 3 resources
 Cream Global
 PR Daily newsletter
 The Moderator Community

60.
www.creamglobal.com

61.
http://www.prdaily.com

62.
www.themoderatorcommunity.com

63.
@mariasipka
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touch…