[Digital marketing];[online community-best-practices-fina]


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  • This is why your customers are revolting – they may not be at your doorstep today, but they’ve tasted power and they like it. And when they do come demanding for change, they aren’t very appealing. In fact, they are a pain. When people have power, they become a force, and we call this the Groundswell.
  • [Digital marketing];[online community-best-practices-fina]

    1. 2. Online Community Best Practices Jeremiah Owyang Senior Analyst Forrester Research March, 2008
    2. 3. Theme Community Are Powerful Tools, As Long As You Put Members’ Needs First.
    3. 4. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    4. 5. An Online Community <ul><li>An online community is an interactive group of people joined together by a common interest. </li></ul>
    5. 6. Examples <ul><li>A discussion forum where conversations develop </li></ul><ul><li>A custom application with profiles and connections </li></ul><ul><li>A group within an existing social networking site or email service. </li></ul><ul><li>A network of blogs. </li></ul><ul><li>Comments on a rating site. </li></ul><ul><li>Anywhere conversations and people connect and share. </li></ul>
    6. 7. Usage of Social Networks are High <ul><li>2/3 of Teens use Social Networking sites at least monthly </li></ul><ul><li>1/5 of teens use social networks daily </li></ul><ul><li>1/3 of Adults use at least monthly </li></ul>Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007 North American Social Technographics Online Survey, Q2, 2007
    7. 8. Communication and Self-Expression important Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity
    8. 9. …but who’s in charge? <ul><li>Control is in the hands of the participants, often yielding seemingly unpredictable results. </li></ul><ul><li>Marketers must relinquish control or risk ending up with an empty community or — worse yet — brand backlash. </li></ul>
    9. 10. Not sure where to start?
    10. 11. The four step approach to the groundswell People Assess your customers’ Social Technographics profile Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T
    11. 12. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    12. 13. Objectives: Define deployment <ul><li>Insight Communities </li></ul><ul><li>Scan and monitor existing communities </li></ul>Direct customer insight New product ideas Beta testing Listening <ul><li>Marketing campaigns (interactive) </li></ul><ul><li>Advertisements </li></ul>Create an emotional attachment. Advertising based on network Speaking <ul><li>Applications, Widgets </li></ul><ul><li>Media </li></ul>Excite your biggest fans. Word of mouth Energizing <ul><li>Customer-created groups </li></ul>Peer-to-peer support Supporting <ul><li>Ideastorm, SalesForce </li></ul>Members become contributors Embracing Example Contribution Goal
    13. 15. Anatomy of an Effective Plan <ul><li>Flexibility </li></ul><ul><li>One Objective </li></ul><ul><li>Needs of Members are put first –not marketers </li></ul><ul><li>Policy Creation </li></ul><ul><li>Prepare for costs and benefits </li></ul><ul><li>Select Success metrics </li></ul>
    14. 16. Flexibility <ul><li>Adidas created an online community on MySpace.com, the brand developed a six- to 12-month road map that included a design refresh for every three months. </li></ul>
    15. 17. Remember the needs of the community and prepare to participate <ul><li>Success depends on interests of members first </li></ul><ul><li>Valuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count. </li></ul><ul><ul><li>Help docs </li></ul></ul><ul><ul><li>Behind-the-scenes videos </li></ul></ul><ul><ul><li>Sneak previews </li></ul></ul>
    16. 18. Figure 2: A Taxonomy Of Detractors Type of detractor Why they make trouble How to recognize What you should do Address individually and privately, if complaints continue in face of attempts to resolve, remove from community Complains continuously and cannot be satisfied; uses incendiary language Have a grudge against company; hope to create problems Troublemaker Refocus discussion on higher goals of community Tend to participate in “flame wars” and may have specific other members they target Like to argue with other members Flamer Create forum to encourage discussion; recognize good ideas publicly Makes suggestions, not just complaints; responds intelligently to others’ criticisms Think they can make things better Engaged critic Engage rationally and respectfully with your company’s perspective Continues to mention other brands; parrots their marketing messages Want to promote competing products Competitor Solve problems or explain policies, publicly if possible Raises legitimate issue; may use strong language but seems open to reason Needs help with products or services or wants to warn others Legitimate complainer
    17. 19. Create a community policy, focusing on the desired behavior <ul><li>Set the tone by developing community guidelines that outline the expected behavior of the community. </li></ul><ul><li>Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions. </li></ul>“ Be Fun, Friendly, and Informational.”
    18. 20. Prepare for costs and benefits. <ul><li>Don’t run out of steam, prepare for all costs: </li></ul><ul><li>Hidden costs </li></ul><ul><ul><li>Kick-Start Labor </li></ul></ul><ul><ul><li>Internal Education </li></ul></ul><ul><ul><li>Ongoing Management </li></ul></ul><ul><li>Develop a ROI and total cost model </li></ul><ul><li>(see online community best practices report) </li></ul>
    19. 21. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    20. 22. Build the internal teams first <ul><li>Part educator, part evangelist, and all customer advocate. </li></ul><ul><li>Focus on tangible benefits to company. </li></ul><ul><li>Create internal training sessions, call in experts. </li></ul><ul><li>Start by connecting with important decision-makers one at a time. </li></ul>
    21. 23. Get an Executive Champion <ul><li>They often say the word “Customers.” </li></ul><ul><li>Your advocate — and defender — as you initiate discussions with other internal stakeholders. </li></ul>
    22. 24. Establish clear lines of responsibility and ongoing processes <ul><li>Nearly every department is impacted: </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Product teams </li></ul></ul><ul><ul><li>Account teams </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><ul><li>Client teams </li></ul></ul><ul><li>Setup mock simulations using internal versions of the tools </li></ul><ul><li>Develop internal guidelines </li></ul><ul><li>Create a rapid response team </li></ul>
    23. 26. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    24. 27. Social Media Strategist: Internal Leader <ul><li>The community strategist who organizes internal resources and supports the program. </li></ul><ul><li>This experienced business manager: </li></ul><ul><ul><li>Is able to maneuver within the organization </li></ul></ul><ul><ul><li>Leans on relationships with many business teams </li></ul></ul><ul><ul><li>Manages the business program </li></ul></ul><ul><ul><li>Leads the internal charge </li></ul></ul><ul><ul><li>Develops the objectives and obtain resources </li></ul></ul><ul><ul><li>Creates policy, deals with internal stakeholders, and provides ongoing reports to management </li></ul></ul>Ed Terpening VP, Social Media, Wells Fargo
    25. 28. Community Manager: Member Champion <ul><li>The community manager or moderator who interacts with members. </li></ul><ul><li>As a primary advocate of the community, the community manager: </li></ul><ul><ul><li>Balances the needs of the community with corporate objectives </li></ul></ul><ul><ul><li>Is a customer advocate </li></ul></ul><ul><ul><li>Is a brand evangelist </li></ul></ul><ul><ul><li>May create editorial content </li></ul></ul><ul><ul><li>Harvests customer needs for market intelligence </li></ul></ul><ul><li>Skills. </li></ul><ul><ul><li>possess strong online communication skills, is approachable and conversational, and has the ability to relate to members online and offline </li></ul></ul>Lionel Menchca Digital Media Manager Dell Computers
    26. 29. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    27. 30. When selecting a vendor <ul><li>Lead With Needs, Not Technology. </li></ul><ul><li>Based upon your objectives, determine the right technologies </li></ul><ul><li>First, develop your feature requirements. </li></ul><ul><li>There are many segments of social networks. </li></ul><ul><ul><li>Organic (like Facebook, MySpace.com) </li></ul></ul><ul><ul><li>White Label </li></ul></ul><ul><ul><ul><li>Insight </li></ul></ul></ul><ul><ul><ul><li>Collaboration </li></ul></ul></ul><ul><ul><ul><li>Widget </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Vertical </li></ul></ul></ul>
    28. 31. Services <ul><li>Rely on services and support from experienced vendors. </li></ul><ul><ul><li>Consultation </li></ul></ul><ul><ul><li>Moderation/Listening </li></ul></ul><ul><ul><li>Moderating </li></ul></ul><ul><ul><li>Setup </li></ul></ul><ul><ul><li>Rebranding </li></ul></ul><ul><ul><li>Launching </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><li>Caution: Stay engaged, don’t outsource your business strategy. </li></ul>
    29. 32. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    30. 33. How to Kick-Start <ul><li>First, find a creators and influencers </li></ul><ul><li>Consider creating an “embassy.” </li></ul><ul><li>Choose just a few features to launch with, and then add more as needed. </li></ul><ul><li>Integrate with other marketing activities. </li></ul><ul><li>Reward helpful members with recognition –not money </li></ul>
    31. 34. Growing and Maintaining: Microsoft MVP <ul><li>Microsoft rewarded members through public recognition. </li></ul><ul><li>Ambassadors. </li></ul>
    32. 35. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Growing And Maintaining </li></ul><ul><li>Widgets and OpenSocial </li></ul>
    33. 36. Growing and Maintaining <ul><li>Stay engaged with your community by monitoring and quickly responding. </li></ul><ul><li>Integrate your community with real-world events. </li></ul><ul><li>Extend the reach of your community by cross-pollinating on existing social networks. </li></ul><ul><ul><li>Obama for America while also maintaining a presence on Facebook. Videos on YouTube, Facebook, and Obama’s own network </li></ul></ul>
    34. 37. Obama, primary blog
    35. 38. Obama on Facebook
    36. 39. Obama on MySpace
    37. 40. Obama on Twitter
    38. 41. Obama on MySpace
    39. 42. Agenda <ul><li>Start with an Objective </li></ul><ul><li>Developing a Plan </li></ul><ul><li>Getting Your Company Ready </li></ul><ul><li>Staff you will need </li></ul><ul><li>How to pick a Vendor </li></ul><ul><li>Kick-Starting </li></ul><ul><li>Widgets and Open Social </li></ul>
    40. 43. Widgets and opportunity for marketers <ul><li>Growth. </li></ul><ul><ul><li>13,083 applications on the platform </li></ul></ul><ul><ul><li>Top 10 apps have over 10 million installs </li></ul></ul><ul><li>What works: </li></ul><ul><ul><li>Applications that have robust functionality </li></ul></ul><ul><ul><li>Social features that connect users </li></ul></ul><ul><ul><li>Yet many are never successful </li></ul></ul>User Direct friends Indirect friends Interested parties Source: Rodney Rumford, CEO Gravitational Media: FaceReviews.com Graphic Source: Rock You
    41. 44. Widgets and Applications <ul><li>Mini Applications. </li></ul><ul><li>Successful Attributes. </li></ul><ul><ul><li>Interactive </li></ul></ul><ul><ul><li>Offer value, not just “Disposable” </li></ul></ul><ul><ul><li>Utilize social aspect </li></ul></ul>
    42. 45. Widgets and Applications <ul><li>Recommended Deployment: </li></ul><ul><ul><li>Sponsor or rebrand existing widget </li></ul></ul><ul><ul><li>Integrate brand as part of experience </li></ul></ul><ul><ul><li>Create own </li></ul></ul>
    43. 46. Case study: “Vampires” and movie “skins” Sources: Facebook Screenshots
    44. 47. OpenSocial <ul><li>Google partnership. </li></ul><ul><li>Allows widgets to write once, run many. </li></ul><ul><li>Challenges. </li></ul><ul><ul><li>Demographics are different in each community </li></ul></ul><ul><ul><li>Many APIs available </li></ul></ul><ul><ul><li>Still in Beta </li></ul></ul><ul><ul><li>Privacy issues with open data </li></ul></ul>
    45. 48. Recommendations <ul><li>Act more like a host at a party, rather than a cop. </li></ul><ul><li>The power is in the hands of the community. </li></ul><ul><li>Traditional marketing tactics do not apply. </li></ul><ul><li>Develop your POST methodology. </li></ul><ul><ul><li>People, Objectives, Strategy, Tools </li></ul></ul><ul><li>Understand Objectives. </li></ul><ul><ul><li>Listening </li></ul></ul><ul><ul><li>Talking </li></ul></ul><ul><ul><li>Energizing </li></ul></ul><ul><ul><li>Supporting </li></ul></ul><ul><ul><li>Embracing </li></ul></ul>
    46. 49. Thank you Jeremiah Owyang Blog: web-strategist.com Email: [email_address] Twitter: twitter.com/jowyang www.forrester.com
    47. 50. Related Research <ul><ul><li>ACDSee </li></ul></ul><ul><ul><li>AirTran Airways </li></ul></ul><ul><ul><li>Ant’s Eye View </li></ul></ul><ul><ul><li>Avenue A | Razorfish </li></ul></ul><ul><ul><li>Carnival Cruise Lines </li></ul></ul><ul><ul><li>Charles and Helen Schwab Foundation </li></ul></ul><ul><ul><li>Cnet TechRepublic </li></ul></ul><ul><ul><li>Constant Contact </li></ul></ul><ul><ul><li>Dogster </li></ul></ul><ul><ul><li>Intuit </li></ul></ul><ul><ul><li>Leverage Software </li></ul></ul><ul><ul><li>Microsoft </li></ul></ul><ul><ul><li>MySpace.com </li></ul></ul><ul><ul><li>Organic </li></ul></ul><ul><ul><li>Reuters AdvicePoint </li></ul></ul><ul><ul><li>SATMetrics </li></ul></ul><ul><ul><li>Telligent Systems </li></ul></ul><ul><li>Based off the report: Online Community Best Practices </li></ul><ul><li>Companies Interviewed: </li></ul>