The document discusses best practices for creating successful online communities based on a 2008 study of tribalization in business. It provides an agenda for community development including defining community, reviewing case studies, and overcoming obstacles. Major takeaways are that communities can dramatically increase revenue and success if they properly match members and content, and that community management requires new strategic thinking compared to traditional marketing programs.
A-HA! Moving research from a cost centre to a knowledge centrepeteraharris
delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
How to build an Enterprise Community was the discussion I lead at PodCamp Boston 2009 conference. This presentation exposes the 12 stage model for enterprise community building strategy.
A-HA! Moving research from a cost centre to a knowledge centrepeteraharris
delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
How to build an Enterprise Community was the discussion I lead at PodCamp Boston 2009 conference. This presentation exposes the 12 stage model for enterprise community building strategy.
Speaker Steve Croth of Better The World Inc. recounts his experiences in running a successful social venture. Get the firsthand story about the experience of starting up an innovative company.
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series:
http//www.marsdd.com/ent101
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
Speech by Charlene Li "Winning in a World Transformed by Social Media" at the Simmons Leadership Conference, April 2, 2013 in Boston, MA
Full report is available at http://www.altimetergroup.com/research/reports/evolution-social-business
While many companies struggled to maintain their figures over the last year to eighteen months, others have grown - even in these tough economic times. One significant factor in their success appears to be the level of engagement with customers and stakeholders.
Sally Falkow (APR) Social Media Strategist at Expansion Plus, and Rebecca Lieb, VP North America, Econsultancy will discuss research that shows how important engagement has become and how it is tied to financial success.
They'll present case studies that show that this applies just as much to small and medium businesses as it does to large corporations.
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture M...Shelly Kramer
The Agriculture Media Summit (#AgMS) is the largest gathering of crop and livestock publications professionals in the U.S. The annual event is hosted by the American Agricultural Editors' Association (AAEA), the Livestock Publications Council (LPC) and the ABM AGri Council. The mission of the Ag Media Summit is to provide professional development and education opportunities for its members, as well as to promote, support and enhance the viability of ag media as an efective communications medium
I was asked to present at the 2011 #AgMS, held in New Orleans, LA on the topic of Integrating Digital Media Into Your Business and Measuring ROI. This presentation was intended to show #AgMS attendees how they could focus on bringing added value to their clients and prospective clients using digital channels, and then measure the impact of their efforts.
Social Media Monitoring the Alterian Ecademy OpportunityAlterian
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.
How to embed social media in your business? Orange Digital corner at Women's ...the bureau, digital agency
Being a social business is about creating relationships. Brands are no longer controlled by their owners but by consumers and employees. Consumer-to-consumer interaction is crucial, with peer recommendations trusted more than advertising. Engagement is replacing marketing as the key goal of social media. Social strategy needs to be represented at board level; roles such as chief social media officer will become commonplace. Employees of all levels can communicate socially about the brand, provided that standards are set out to protect both brand and individuals. At a minimum, it is vital that companies listen to what social media are saying about them.
Socially synergistic enterprises 10 june m. baronMarcel Baron
Presentation I used at the 5th Annual New Product Development Strategies Amsterdam.
The GTO charts are whitened intentionally you can download content from the IBM site use the link.
Speaker Steve Croth of Better The World Inc. recounts his experiences in running a successful social venture. Get the firsthand story about the experience of starting up an innovative company.
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series:
http//www.marsdd.com/ent101
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
Speech by Charlene Li "Winning in a World Transformed by Social Media" at the Simmons Leadership Conference, April 2, 2013 in Boston, MA
Full report is available at http://www.altimetergroup.com/research/reports/evolution-social-business
While many companies struggled to maintain their figures over the last year to eighteen months, others have grown - even in these tough economic times. One significant factor in their success appears to be the level of engagement with customers and stakeholders.
Sally Falkow (APR) Social Media Strategist at Expansion Plus, and Rebecca Lieb, VP North America, Econsultancy will discuss research that shows how important engagement has become and how it is tied to financial success.
They'll present case studies that show that this applies just as much to small and medium businesses as it does to large corporations.
Integrating Digital Marketing Into Your Business Strategy: 2011 Agriculture M...Shelly Kramer
The Agriculture Media Summit (#AgMS) is the largest gathering of crop and livestock publications professionals in the U.S. The annual event is hosted by the American Agricultural Editors' Association (AAEA), the Livestock Publications Council (LPC) and the ABM AGri Council. The mission of the Ag Media Summit is to provide professional development and education opportunities for its members, as well as to promote, support and enhance the viability of ag media as an efective communications medium
I was asked to present at the 2011 #AgMS, held in New Orleans, LA on the topic of Integrating Digital Media Into Your Business and Measuring ROI. This presentation was intended to show #AgMS attendees how they could focus on bringing added value to their clients and prospective clients using digital channels, and then measure the impact of their efforts.
Social Media Monitoring the Alterian Ecademy OpportunityAlterian
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.
How to embed social media in your business? Orange Digital corner at Women's ...the bureau, digital agency
Being a social business is about creating relationships. Brands are no longer controlled by their owners but by consumers and employees. Consumer-to-consumer interaction is crucial, with peer recommendations trusted more than advertising. Engagement is replacing marketing as the key goal of social media. Social strategy needs to be represented at board level; roles such as chief social media officer will become commonplace. Employees of all levels can communicate socially about the brand, provided that standards are set out to protect both brand and individuals. At a minimum, it is vital that companies listen to what social media are saying about them.
Socially synergistic enterprises 10 june m. baronMarcel Baron
Presentation I used at the 5th Annual New Product Development Strategies Amsterdam.
The GTO charts are whitened intentionally you can download content from the IBM site use the link.
Similar to Web 20 Expo Community Workshop Prezo (20)
Updated presentation as presented at the Community 2.0 Conference in Las Vegas in May 08.
Email me to get access to the latest study results @ francois [at] beelinelabs.com
This presentation was presented at the Society of New Communications Research's New Communications Forum. It contains the preliminary results of the 2008 Tribalization of Business Study on how companies measure progress and success of business communities.
The study is produced by Deloitte, Beeline Labs and the Society for New Communications Research.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Top mailing list providers in the USA.pptxJeremyPeirce1
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
1. Communities that Connect & Thrive
Creating the Right Mix of Purpose, Passion, People, Platforms
Francois Gossieaux and Lois Kelly
2. AGENDA, maybe
1.
1 Meet the teams + agreements
2. Context: what community means
3. 2008 Tribalization of Business Study + best/worst
practices
4. Team community development: 3 options
5.
5 Burning down the obstacles
6. Wrap + 3 take aways
Beeline Labs
4. 2008 Tribalization of Business
Study + Best Practices
Review the highlights of the 2008 Tribalization Of Business Study with case
study-based best practice analysis
d b db l
Beeline Labs
5. Agenda
Highlights: 2008 Tribalization of Business Study
Major takeaways
Case study-based analysis of best practices
How do you get going?
o go g
2008 Tribalization of Business Study was sponsored by Deloitte, Beeline Labs and the Society For New Communications Research
Beeline Labs
6. What’s this tribal thing all about?
Tribalism is the very first social system that human beings ever lived in,
and it has lasted much longer than any other kind of society to date.
g y y
(Wikipedia)
Beeline Labs
7. Motivations allowing this to work
People want to connect with people
People want to help and be helped
People operate either in a social framework
or a market framework
o a et a e o
Beeline Labs
8. Understanding the driving forces of communities
THE MORE CONTENT YOU HAVE THE MORE MEMBERS YOU WILL GET.
THE MORE MEMBERS YOU HAVE THE MORE CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND MEMBERS TO MEMBER PROFILES THE MORE
MEMBERS AND CONTENT YOU WILL GET.
THE EASIER IT IS TO DO TRANSACTIONS THE MORE MEMBERS YOU WILL ATTRACT.
Those pillars create the dynamics of increasing returns which help
communities deliver GAME CHANGING results
Beeline Labs
9. TOP USAGE SCENARIOS:
Customer service
Idea generation
Id ti Co‐innovation Amplifying Word of Mouth
New Product Development
Reputation management Product testing
CANARY IN THE COALMINE
Market research Developer relations
Public relations
LONG TAIL SALES
Employee communications
General Marketing
Beeline Labs
9
10. Who’s in charge?
Sales
Employee communications
Product development
MARKETING IT
Public Relations R&D
Finance Customer service
Beeline Labs
11. Major takeaway #1
Communities deliver game-changing results
Communities can increase revenue per
p
customer dramatically – i.e., 50%
Communities will increase product introduction
success ratios
Communities amplify everything you do –
increasing effectiveness and decreasing costs
Beeline Labs
12. Major takeaway #2
The rise of the CMO 2.0
Communities should be an important part of
p p
the CMO’s toolset
(but for many large companies – there is an
under-investment and scale problem)
Communities should evolve the role of the
CMO into Chief Customer Officer
(but that will require drastic changes in
attitude and approach to marketing)
If done properly, communities will transform
the way marketing works
(reduced costs, improved effectiveness, new
opportunities)
pp )
Beeline Labs
13. Major takeaway #3
The need for new management thinking
Mismatch between community g
y goals and
associated investments
Major gaps between community goals and what is
being measured
Communities have to combine with major talent
initiatives
Communities will transform most business
processes
Beeline Labs
14. Major takeaway #3.5
The worst practices enjoy wide adoption
The build it and they will come ( g ) fallacy
y (again) y
The let’s keep it small so it doesn’t move the needle
phenomenon
The not invented here syndrome
Beeline Labs
15. Case-study-based lessons learned
Creating a Great Marketing Program vs. a Movement
Wal-Mart vs. Fiskateers
Scalability issues with community-based programs
Bank of America
How many communities can you belong to?
A review of the Small Business focused communities
Thinking out of the box
The Tivo community
The Eli Lily oncology drug community
Beeline Labs
16. Interesting case studies
Wal-Mart Stores 11 Moms
Community for sharing money saving
tips via video clips
Independent community – not
required to be Wal-Mart shoppers and
can write about other deals
10 best clips get $6,000 in groceries
11 Moms are being invited to
Bentonville for a company tour and
for a meeting with the CEO
Done in partnership:
Joint partnership with Flip
Joint partnership with YouTube
Beeline Labs
17. Successful case studies
Fiskars – the fiskateers program
3 original ambassadors
Goal to recruit 250 additional
ambassadors in 6 months – achieved
that in 48 hours and reached 5000
Fiskateers in 18 months
months.
Goal to increase chatter by 10% –
instead increased by 600%
Goal to increase sales by 10% -
instead increased by 300%
Community provided a huge support
base when they ran into a PR nightmare
Program, which is now the main
marketing engine is now fully funded by
the big box stores
Beeline Labs
18. What’s the big difference between those programs?
A Successful A Successful Scrapbooking
MARKETING PROGRAM MOVEMENT
(will need continuous attention) (Going by itself)
Beeline Labs
19. Many communities have scalability issues
Bank of America
<20,000 members
,
BoA has more than 10M small
business users
Scaling business by 0.5% =
500,000 new accounts
New SB account is worth
$100 to BoA through referral
fees
500K accounts = $50M
This does not scale!
Beeline Labs
20. How many communities can you belong to?
Dozens of Small Business Communities
Beeline Labs
22. How do you get started?
S A M
Simple Aggressive Measured
Beeline Labs
23. How do you really get started?
S A M
Strategize Activate Manage
-to-
scale
Beeline Labs
24. Design a community
1. Software company: aerospace engineers
2. Regional theater: ticket buyers, donors
3. Toy company: consumers
What’s appeal? Value?
What goes on?
What keeps people coming back?
What’s the name?
Beeline Labs
26. Where should we start?
Strategy: Opportunity Roadmap
External research/trends. Strategic intent & alignment. Ideation & hypothesis.
Activation
Purpose validation/research. People. Activities/content. Technology
platform/tools. Policies. Measures. Launch plan.
Managing to scale
Facilitation. Education/training. Sense & respond. Measure and fund success.
Beeline Labs
27. Obstacle #1: What’s the business value?
More McKinsey, less McCann
y,
• Show the data & trends, examples
• Be frank about readiness, risks
• Frame the value to business function
goals, aspirations
l i ti
Beeline Labs
28. Where can you inject social media principles into existing business functions?
Public Sales Customer
relations service
i
Talent
recruitment
Activate change: Market
Empower processes Research
Employee
communications Product
Training innovation
Beeline Labs
29. Value: What’s the right monthly “report”?
Brevity!
“So what”
1.
1 What we ve learned relevant to business:
we’ve
Stories, anecdotes, ideas
2. Movement, adoption: #s
3. Stats used to measure function
• Customer satisfaction: Net Promoter change
• Sales: Increase # transactions, revenue
,
• Insights: new ideas
• Customer service: reduced call center calls
• Lead gen: downloads
• PR: sentiment changeg
• Employee Comm: informed/access/being heard
Beeline Labs
30. Obstacle #2: Appealing to all of our customers, prospects
“The most potent tribes are built in the interstices, in the margins, on the fringes.”
Rob Kozinets, “E-Tribalized Marketing?” The Strategic Implications of Virtual Communities of Consumption”
Beeline Labs
31. Questions to get at likely appeal
• How much do people care about this topic/issue? Why?
• On a scale of 1-10 how passionate are people about getting and
giving help?
•Why would people prefer to connecting with people like them vs.
“official channels”?
• Are there ”fringe” topics, groups that are underserved?
• What business value is there be for us to be associated with this
issue?
Beeline Labs
32. Obstacle #3: Fear of failure, “newness”
Do right research
Fail fast and cheap(er)
cheap(er). Simple technology
Sense & respond
Stop a dud fast
Beeline Labs
33. Obstacle #4: Whose job is it anyhow?
Part of the function, not separate silo
, p
Community manager skills
Functional expertise
Communications
Networking
Content
Analytical
Strategy
gy
Empathy
Beeline Labs
35. “The number of people who are
willing to start something is Advocates
smaller,
smaller much smaller, than
smaller Co te t
Content
the number of people who are UGC
willing to contribute once Facilitation
someone else starts
l Choices
something.”
Here Comes Everybody, Clay Shirky
Beeline Labs
37. Questions to think about
• What experience are you trying to create?
What functionality do y absolutely have to
y you y
have to make it work?
• Are there two types of profiling capabilities?
• Declared/what I’m telling you about my self
• Dynamic profiling, recommendations based on
behavior
• Don’t’ buy it.
• Widgets or “platform.”
g p
• Put product develop “guy” on team -- not just
marketing professionals.
Beeline Labs
38. Wrapping up morning
What we’ve learned…
Social movement & tribal behavior vs. “channel” or program
Part of business strategy, function
g
Content, activity matters more than technology
Research well, then go fast and simple
Your 3 takeaways
Beeline Labs