Community management intro

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  • Community management intro

    1. 1. Tell em what you’re gonna tell em. Tell em Then...
    2. 2. Tell em what you’re gonna tell em. Tell em Then...Tell em what you told em
    3. 3. Brand Development Finding the core of your product, Building an Image / Feel Social MarketingTaking that core “to market”, digitally representing that message to the world
    4. 4. COMMUNITYMANAGEMENT an introduction EIS 2350
    5. 5. IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “music industry”
    6. 6. IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “music industry”IT’S ABOUT FAN ENGAGEMENT
    7. 7. IF YOU BUILD IT... wi" the fans show up? Something I think we tend to lose sight of in the “music industry” IT’S ABOUT FAN ENGAGEMENTpoor fan management will not equate to monetization!
    8. 8. HOW WE GOT HERE: Fan Clubs: A fan club is a group that is dedicated to a well-known person, group, idea, or sometimes an inanimate object. Fan clubs were initially (and sometimes still) run by fans who devote a considerable amount of time and resources supporting them. There are also “official” fanclubs that are run by someone associated with the person or organization the club is centered around. This is the case for many musicians, sports teams, and entertainment figures. Paper Fan Club: A community of people who sign up via Mail to receive a periodical news letter.
    9. 9. HOW WE GOT HERE: Fan Clubs: A fan club is a group that is dedicated to a well-known person, group, idea, or sometimes an inanimate object. Fan clubs were initially (and sometimes still) run by fans who devote a considerable amount of time and resources supporting them. There are also “official” fanclubs that are run by someone associated with the person or organization the club is centered around. This is the case for many musicians, sports teams, and entertainment figures. Paper Fan Club: A community of people who sign up via Mail to receive a periodical news letter.
    10. 10. HOW WE GOT HERE:Paper Fan Club:You’d also get some swag: a t-shirt, laminate, membership card, etc. all for $25 a year!
    11. 11. ADVENT OF THE INTER-WEBSMessage Boards: Groups of fans coming together to discuss information specific to their artist.
    12. 12. ARTIST ONLINE FAN CLUB Initially there are Two Models:Todd Rundgren David Bowie
    13. 13. ONLINE FAN CLUB ISP Web Based The Fan Club IS the web. Fan Club as a function of theYou’d logon to a portal similar WebSite. Fans would have to AOL. access to traditional fan club At which point the entire materials in addition to portal is branded to that of “Official” message boards and the artist. potential interaction with the artist
    14. 14. WEB BASED FAN CLUBWeb Based Fan Clubs (obviously) Win Out Contesting Win Tickets, Meet & Greet, etc Submit Imagery; fan photos, tee shirt designs, etc Community Message Boards Online Chats Scheduled times to “talk” to the artist
    15. 15. WEB BASED FAN CLUB This basic premise grew a slew of companiesecho music music today ultrastar entertainment (david bowie) music city networks MLB
    16. 16. WEB BASED FAN CLUB CO. Primary FeaturesEmail SignupStoreFan Club Integration“Pre-Sale” Tickets What they were really selling was data integration.
    17. 17. WEB BASED FAN CLUB CO. Primary FeaturesEmail SignupStoreFan Club Integration“Pre-Sale” Tickets What they were really selling was data integration.
    18. 18. NEW TECHNOLOGIESLowered Barrier of Entry (CMS) Wordpress, Drupal, JoomlaHTML 5Mobile Technology AppsSocial... Networks...
    19. 19. NEW TECHNOLOGIESLowered Barrier of Entry (CMS) Wordpress, Drupal, JoomlaHTML 5Mobile Technology AppsSocial... Networks...
    20. 20. THE SOCIAL SHIFT Social Networking Transformed the Digital SpaceWhere there used to be ONE communication channel (which you owned and controlled) There were now DOZENS(which are social properties you manage but don’t own) Brands found (and continue to find) difficulty in Prioritizing and Managing their communication channels
    21. 21. PRESENT DAY: HOW ARE WE MANAGING COMMUNITY ...and what should we be looking for?Increased Brand AwarenessVisibility and Referral TrafficHigher Brand Affinity and Brand RecallIncreased Traffic and SalesMeasurable “Word-Of-Mouth” (viral)Customer Loyalty and Deepened RelationshipsBrand Development and InnovationLong Term Customer Relationship Management
    22. 22. WHAT ARE THE TOOLS? Social Networks Email Marketing Official Web PresenceStreet Team, Fan Club, Apps (D2F, Mobile, Fan Sites Embeds)
    23. 23. HOW TO USE THE TOOLS ...what should we be looking for?Who is the audience?How large are they?What characteristic do they share?What do they care about?What do they talk about?Who do they talk to?How do they interact?How do you best contact them?
    24. 24. HOW THE HELL DO YOU FIND THAT OUT ???
    25. 25. ANALYTICSIf you get nothing else from this class. Appreciate Analytics
    26. 26. ANALYTICS If you get nothing else from this class. Appreciate Analytics The tools we use may change, but our interpretation ofdata will always be what makes or breaks the management of online communities.
    27. 27. MONETIZATION
    28. 28. THE FUNNEL: AN OVERVIEW Total Fan Base
    29. 29. THE FUNNEL: AN OVERVIEW Casual Fan (willing to purchase Total Fan Base album or ticket)
    30. 30. THE FUNNEL: AN OVERVIEW Rabid Fan Casual Fan (brand disciple, (willing tomusic/tix, purchase purchase Total Fan Base and turnor ticket) album other fans onto the brand)
    31. 31. THE FUNNEL: AN OVERVIEW Rabid Fan Hardcore Fan Casual Fan (brand disciple, (avid disciple, (willing tomusic/tix, purchase purchase Total Fan Base multi-purchase, and turnor ticket) album other fans non-fairweather) onto the brand)
    32. 32. THE FUNNEL: AN OVERVIEW Rabid Fan Lifetime Hardcore Fan Casual Fan (brand disciple, (avidFan disciple, (willing tomusic/tix, purchase purchase Total Fan Base multi-purchase, (buys and turnor ticket) album other fans non-fairweather) everything) onto the brand)
    33. 33. FOCUS ON THE CORE ...know your fans and their tendenciesMonitoring and Measuring analytics let you know manythings about your fanbase. How should you contact them? How frequently? Through What Channels? What time / What day? What will they share? What are they most willing to buy?
    34. 34. TAKE AWAYS:Understanding of Analytics allows you to maximize yourAudience Funnel Convert more Rabid, Hardcore, and Lifetime fans.The tools WILL change. The ways in which we know ourfanbase will not.
    35. 35. THE REST OF THE SEMESTER Methodology to Content and Communication How to determine core fans and market to themHow to analyze data and truly know your fanbase Knock group projects out of the park

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