Gwu Social Media Workshop
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The document outlines 7 steps for developing a community manager for social and mobile media strategies: 1) Admit the importance of social media and community building. 2) Develop a brand community strategy by identifying goals, benefits, and using models to guide strategy. 3) Dedicate proper staffing resources including hiring a community manager with the right skills and personality. 4) Establish the duties and responsibilities of the community manager role and supporting teams. 5) Create perspective by filtering social media technologies and audiences. 6) Establish metrics to measure community engagement and success. 7) Think innovatively about how to leverage community input and speed of communication.
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Gwu Social Media Workshop
- 1. SOCIAL & MOBILE MEDIA STRATEGIES MEDIA STRATEGIES Developing a Social Community Manager
- 2. Your Presenters Ben Isenberg Lane Douglas
- 3. 7 Steps to Developing a Community Manager Admit Awareness Develop Brand Community Strategy Dedicate Staff Resources Establish Duties & Responsible Create Perspective Establish Metrics Think Along the New Lines
- 4. Step One: Are You Willing To Admit It?
- 5. "There is no reason anyone would want a computer in their home." Ken Olson President/founder Digital Equipment Corp., 1977 "I think there is a world market for maybe five computers." Thomas Watson Chairman of IBM, 1943 Is This a Fad?
- 8. So, do you think you can “lock up” your brand?
- 9. A Brand Built on Security kryptonitelock.com
- 11. Source: Fortune (12/29/04), Technorati
- 12. Source: Hitwise
- 13. Social Networking and Forums Sites Compared to Travel Industry Age of Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. Source: Hitwise
- 14. Social Networking and Forums Sites Compared to Travel Industry Household Income Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Source: Hitwise
- 15. Step Two: Develop a Brand Community Strategy
- 16. What is a Brand Community? Direct Marketing - Consumer Database? Does not link the community Social Media Platforms? A tool to help unite the community Viral User Generated Campaigns Short term, objective focused effort
- 17. Brand Community A group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brand’s benefit. Source: Agent Wildfire
- 18. Community Goals Connect the brand with the consumers Establish a consumer based community Connect the brand community members
- 19. Hired MotiveQuest to monitor online buzz. Discovered Mini-owners were 4 times more likely to talk online than any other auto brand. (w/exception of Volkswagen Jetta.) Mini-owners were sharing pictures and stories and saw themselves as an exclusive club. Mini chose to focus marketing towards current owners and NOT prospective buyers. Goal was to use word-of-mouth, and not other conventional means to market the car. J.D. Power & Associates (2006) showed that Mini outranked every other manufacturer in owner’s likelihood to recommend their car to others. 2100 photos posted on Flickr, and over 3,000 owners came to Mini sponsored events. Sold 38,000 Mini-Coopers that year. Mini-Cooper
- 20. Identify the Benefits Increase Traffic & Conversions Enhance Brand Loyalty Improved Insight and Feedback Public Relations Management Viral Marketing through the Community Feed the Online Conversation
- 21. Strategy Development Organizational Audit Flirt Model
- 22. Organizational Audit Does your firm have the passion for this? Do your customers want this? Do you want to truly listen/capitalize on your community’s/customer’s input? Do you have the manpower and resources to support the effort? Does your organization provide a consistent effort throughout the customer experience? Can you make a large enough commitment to see the returns? What areas of community input could you most benefit from? Source: Agent Wildfire
- 23. FLIRT - KEY ELEMENTS Source: Sami Viitamaki - Flirt Model FOCUS INCENTIVES TOOLS LANGUAGE RULES STRATEGIC TACTICAL TECHNICAL
- 24. Focus Needs and goals of the Business Values and preferences of the Customer Capabilities of the Organization Source: Sami Viitamaki - Flirt Model
- 25. Language Understanding Your Community: What do they care about? What values, things or activities do they find important? What phenomena in pop-culture and contemporary society surrounds them at present? Speak to your Community with a Human Voice. Source: Sami Viitamaki - Flirt Model
- 26. Incentives Intrinsic Motivations: Challenging oneself Satisfying curiosity Outlet for creativity Extrinsic Incentives Sense of belonging to a community Authority and readership Access to exclusive resources Access to exclusive channels Gaining social capital through contacts made in the community during collaboration Source: Sami Viitamaki - Flirt Model
- 27. Rules Rules of Initiation in the Community Registration? Rules of Creation Format, Media, etc. Rules of Exchange & Interaction Idea Creation and Comments Source: Sami Viitamaki - Flirt Model
- 28. Tools Platform - To Create or Borrow Creation Tools Community Conversation Company Tools Staff Resources Source: Sami Viitamaki - Flirt Model
- 29. Chevy Tahoe Ad
- 30. Step Three: Establish the Proper Staffing
- 31. Community Manager Community management = building relationships with people Gives a human face to the company, lets people know there are real people behind the brand. Gives people a direct point of contact within the company for questions, problems, or feedback.
- 32. What Skills Are Needed? Dedication and persistence Clear understanding of the brand A connection with the brand community Self motivation and a willingness to try new ideas Project management & multitasking skills Strong written skills Ability to create new content (copy, imagery, messaging, etc). Experience with social media & online platforms
- 33. What Kind of Person Can’t be a control freak Outgoing personality Sense of humor Sociable Ability to start conversations and encourage people to join the conversation.
- 34. Text
- 37. Conversions
- 38. Step Four: Establish Duties & Responsibilities
- 40. Team Environment Collaborative Effort Bridge the Teams Web - IT Marketing Branding Outreach Customer Service Executive
- 41. Core Responsibilities Community Advocate - engaging customers by responding to their requests and needs Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams Moderator/Ombudsperson/Police Source: Agent Wildfire
- 42. Tasks Program manager/developer – overall leadership of program Events host – be the face of the brand and community at sponsored events Recruitment lead – become a rallying point for inviting people in Blog author/announcements – post frequently updates and successes of the community Forum moderation –spark lively debate and exchange within forums Research collector – ensuring the proper information gets collected and insights generated Online administrator – handling uploads and downloads of information online Source: Agent Wildfire
- 43. Tasks Community ambassador – being the face of this program with key stakeholders Personal concierge – interacting one on one with new and VIP members Client team intermediary, go-to and on-the-ground person Product educator – mentoring loyal customers and new people Mystery shopper/street/online intercepts –identifying true influencers Pushing the membrane – online/offline outreach – executing creative ideas that push the brand into new exciting areas Client stir stick – being the conscience of the community inside the company Source: Agent Wildfire
- 44. Step Five Create Perspective
- 45. The two components 1. Filtering the technology 2. Filtering your audience
- 46. Filtering the Technology Technology Putting It All In Perspective
- 47. Overwhelming!
- 48. The Big Players
- 49. A little cleanup
- 50. and a little organization
- 51. ...and finally.
- 52. Filtering the Audience Audience Putting It All In Perspective
- 53. The Social Technographics Ladder
- 54. The Social Technographics Profile Toys-R-Us and L.L. Bean http://www.forrester.com/Groundswell/profile_tool.html
- 55. Step Six: Establish Metrics
- 56. Measurements Responsiveness to communications (blog comments, emails, twitter messages and forum threads). Within less than a 24 hour period Number of QUALITY blog posts read and shared via Google Reader. Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month. Overall quality of the Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic). Source: Chris Borgan
- 57. Measurements Engagement on the company’s blog/community/network. (Number of subscribers, number of comments, number of links out to other blogs from the community site). Number of quality blog posts and linking posts (possibly a 40/60 split between original and linked) Eventually, number of links from other sites to the company’s blogs and media. Source: Chris Borgan
- 58. Success Metrics Empower the listening ability of our organization to our community’s needs and desires. Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter. Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
- 59. The Marketing Funnel Awareness Consideration Preference Action Loyalty Eyeballs Buyers
- 60. Hewlett-Packard Hundreds of products, tons of software and billions of dollars in services. Wanted to help the consumer make the intelligent choice in selecting the right product for their needs. 50 corporate executives across the various divisions started company-sponsored blogs. Exec over printer division posted a blog piece on which HP printers were “Vista-Ready.” Other bloggers, rather than writing their own reviews, simply linked to the HP blog since it came from the “experts.” Blog rose to #1 ranking on Google for the search “HP printers Vista .”
- 61. Step Seven Think Along New Lines
- 63. Twitter = Ask the Audience
- 64. “ The online world, or what we call the internet, is first and foremost about information.” Jakob Nielsen Nielsen-Norman Group useit.com Web 1.0 Web 2.0 Web 2.5
- 65. “ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION
- 67. The Twitter Cloud Air France disaster looms large.
- 68. What I learned long before CNN reported it. CNN reported it. AirFrance plane disappeared from radar over Atlantic Ocean. Debris field found NE of Brazil’s coast. Water depth there ~21,000 ft. 2 Americans on plane. AirFrance had similar plane with similar route (Buenos Aires to Paris) delayed several days earlier due to bomb threat.
- 69. The speed at which information can be made available will become an increasingly important factor in brand loyalty.
- 70. Where are you eating today?
- 72. 7 Steps to Developing a Community Manager Admit Awareness Develop Brand Community Strategy Dedicate Staff Resources Establish Duties & Responsible Create Perspective Establish Metrics Think Along the New Lines
- 73. QUESTIONS
- 74. Thank You! Ben Isenberg [email_address] twitter: bdisenber g Lane Douglas [email_address] twitter: lanedougl as