Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11
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This document presents strategies for utilizing social content to build and empower online communities, emphasizing the significance of branded content and earned media. It discusses the shift in consumer engagement, particularly among younger demographics who prefer brands that support social causes, and outlines methods for developing effective content creation and promotional strategies. Additionally, it highlights the importance of monitoring social media interactions and evaluating brand impact to enhance community engagement and drive revenue.
Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11
- 1. Using Social Content to Build and Empower an Online CommunityPresented byDamien S. Navarro, CVO, Managing PartnerTwitter @damiennavarroFollow @EMGtheagency
- 2. What You’ll LearnWhat are the values of branded content and earned mediaDetermine if a “Knowledge Center” might be a good approachLearn what forms and directions businesses are taking How to develop a content creation and promotional strategyGetting started
- 3. Setting the Context & Relevance3
- 4. 49 out of every 10 Internet users now visit a social networking site every month. (The comScore 2010 U.S. Digital Year in Review)
- 5. 5Portals, Social Networking & Entertainment sites make up 47.2% most visited content destinations – email has dropped to 11%Facebook now accounts for 12.3% of time spent online in US (2010)comScore 2010 U.S. Digital Year in Review
- 6. Setting the Context(March 2010 Pew Research)
- 7. Teen Market Observations – Highlighted Trend“Teens need to feel inspired by the brands in which they invest their time and money.”1 Participation in social causes high among teens & collegians
- 8. Nearly 75% have at least one cause they support or participate in
- 9. Black, Hispanic, and Asian students tend to be more involved
- 10. Students have a better of opinion of brands involved in causes that matter to them, and they prefer to buy products that give back to charitable organizations.1. Chasing Youth Culture And Getting It Right, Tina Wells, 2011All Others: The Ypulse Report – Social Causes, Ypulse Research, 2011
- 11. Setting the ContextGoogle sites (including YouTube) account for 10% of time spent online
- 12. Facebook & Twitter garner 1MM new users daily
- 13. 66% of all adult internet users watch YouTube videos
- 14. News and Education are #2 and #3 most watched
- 15. Demographics between 26 – 44 are 60% of Facebook user base
- 16. 77% of internet users read blogs(March 2010 Pew Research)
- 17. Content is Influence | Setting the Context9Over 1.2 Billion YouTube videos viewed per day20 hours of video uploaded to YouTube every minute13,000,000+ articles available on Wikipedia50 million Tweets per day, 600 Tweets per second on Twitter.com8 billion minutes spent on Facebook dailyOver 20 billion photos on Facebook2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week on Facebook
- 18. Mobile &TabletsMay Change Everything(March 2010 Pew Research)
- 19. Why It’s Also Important – The C-level PerspectiveGlobal survey of 1,700 corporate executives found that 69% claim advantages of social media include:Lower cost of doing business
- 20. Better access to knowledge
- 22. Insight for developing more innovative products and services
- 23. Higher revenue McKinsey Report 2010
- 24. Social Content Can Fuel …12Branded EntertainmentCause MarketingPublic RelationsCustomer ServiceLoyalty ProgramsNetworkingThought-Leadership…and yes, Customer Acquisition too
- 25. Paid, Shared & Owned vs. Earned Media (Social)PERFORMANCE-DRIVEN MARKETING(Paid Media)EXPERIENCE-DRIVEN MARKETING(Earned Media)Channels that Brands pay to leverageTraditional, Digital, Mobile AdvertisingThe community drives the channel Social Content Contributors integrated with Brand hosted platformsSTRATEGY & INTELLIGENCEBRAND CHANNELS(Shared & Owned Media)Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy
- 27. 15Traditional .edu and media targets here
- 28. 16Branded Content and Earned Media Targets Here
- 29. Getting Started – The Eco System
- 30. The Business Case for Earned MediaIncrease revenue by providing ‘premium’ services or insight
- 31. Build stronger partnerships – “selling sideways”
- 32. Customer & Agent recruitment, acquisition and retention
- 33. “Customer Service” – overcoming objections, community selling, FAQ’s
- 34. Industry Visibility & Organic Search Result Rankings
- 35. Reputation management and positioning in the marketplace
- 36. Publicity (PR) and Brand Awareness (Digital Footprint)Guiding Principles The difference between “selling” and “helping” is only two letters, but the gap is in reality, much larger.The best – and most effective – social media programs aren’t based on promotions and message distribution. Instead, they revolve around removing friction and uncertainty for potential or current customers. It’s about marketing sideways, not marketing head-on. - Jay Baer ConvinceAndConvert.com
- 37. Does the Brand…Pride itself in being “in the know”?
- 38. Have an active voice?
- 39. Have a fan base who creates content FOR it?
- 40. Take advantage of positive PR and battle negative PR?
- 41. Support a cause?
- 42. Establish trends?Or is the Brand…Out of touch, “old school” and/or boring?
- 43. Having trouble creating engaging content?
- 44. Struggling from the “silo” effect?
- 45. Suffering from brand confusion or lack of awareness?
- 46. Attempting to increase it’s digital footprint?Own and BRAND the Knowledge Center Works well with highly niche markets
- 47. Increases visibility and relevancy online
- 48. Authenticity and transparency is critical
- 49. Put power in sub-groups/chapters/niches
- 50. Harvest ideas and popular trendsWhat we measureTrafficSearch resultsContent Sharing & Downloads
- 51. Which Content / Which AudienceYour audience is craving information and will pay for it
- 52. Webinars
- 53. Images
- 54. Videos
- 55. Podcasts
- 56. Whitepapers
- 57. Studies
- 59. Mom’s
- 60. Seniors
- 61. Parent
- 62. Hispanic
- 63. Asian
- 64. GLBT
- 65. YouthEvolving the Relevance and Access to ContentThe Evolution of the ‘About Us’ Section Scottrade’s ‘About Us’Company Profile
- 66. PR
- 67. Blog / Photos / Video
- 68. Resources
- 69. SharingEvolving the Relevance and Access to ContentScottrade About Us
- 70. DifferentiatorPowering up the Community - Incentives Harness “celebrities” and “ambassadors” to lead
- 71. Monitor “search” trends to create more relevant content
- 72. Challenge the community to engage – Create Milestones & Benchmarks
- 73. Make content “valuable” and “sharable”
- 74. Reward great content and ideas (scholarships, memberships)26
- 75. User Generated Content –Tasking & Rewarding Most popular search on YouTube begins with “How To”
- 76. Enable the members to battle the naysayers
- 77. Grow digital real-estate and brand equity
- 78. Sharing tools (marketing) extends the reach further*
- 79. YouTube gives accessibility to national audience
- 80. Mobile integration and sharing What we measureAwareness / FootprintSharing of ContentEngagement Chatter & Buzz
- 81. Apps & Out-of-Box Technology: Making it Easy Ability to write descriptors for meta-tag content is CRITICAL for SEO
- 82. Can allow for mobile content sharing and creation
- 85. Capitalize on existing content to reach and opportunity audiencePowering up the Community - A Cause ApproachEmpower the community to give back
- 87. Challenge the community to create and share
- 88. Call to actions and content targeting is criticalDefining a Content StrategyEVALUATE “Gut-check” Current brand position within the social space High-level analysis of social data over the last 90 days* Cursory brand, competitive and industry review Primary data source: Message boards, forums and posts30RESULTS What level of visibility do you have within the social space
- 89. Is there an opportunity to build a dynamic “earned media” platform and business modelContent Creation – Think Like a PublisherReveal timely industry insightsRespond to trends and popular topicsRecognize staff, influencers and partners Ask questions, take suggestions and ideasEncourage content commentary31What we measureFollowers / SubscribersEngagementContent Syndication
- 90. Content Promotion– Think Like a PublisherImplement Crowd sourcing for Ideation & PromotionTap the crowd
- 92. Brace yourself – be prepared to respond
- 93. Lead by example
- 94. Spread the word – go beyond digital
- 96. Content Creation, Delivery & SyndicationCommunitySocial networksMobile Optimized Site / App (Future)Branded ContentMain Site URLThird Party & Partners
- 97. Personalizing Dynamic Content - VideoLearn more about Everest Programs
- 98. Personalizing Dynamic Content - Video
- 99. Personalizing Dynamic Content - Video
- 100. Opportunities – Our FindingsCommunicate “sideways” to strengthen the relationship with the consumerPaid media (e.g., search, display ad) is highly competitive.Original and sponsored dynamic content in a strong community presence can help monetize ad budgets and create long term value.Potential TacticsMaximize momentum of brand awareness around press/news releasesSustain presence in between press releases via active participationActively counter-act negative sentiment where appropriateBuild brand reputation, trust and credibility through original content Intercept the consumer at vulnerable decision points37
- 101. Measuring Success38
- 102. Social Media Intelligence & Monitoring39Critical information from social network interactions and large data flows that can enable companies to:Be more aware of their reputation
- 103. Anticipate and predict performance
- 104. Identify valuable partners and loyalists
- 105. Launch into the marketplace at greater speed / lower cost
- 106. Respond to immediate events and trends
- 107. Generate more businessEvaluating Your Impact & ReachStandard Awareness Metrics – Tracking impressions, video views, page views created through social campaigns
- 108. Revenue – Either direct (PPV) or in-direct (memberships)
- 109. Quality of Audience – How does social media traffic rank in terms of quality compared to others sources of traffic?
- 110. Engage/Disengage Ratio – With respect to social profiles, tracking drop-off or lack of engagement in “fans” and followers Evaluating Your Impact & ReachActions Taken - Create promotions, events, and tasks specific to an audience or campaign
- 111. “Customer Service” Metrics – How do you measure the success of other customer service or reduction in FAQ’s, e-mail, etc.?
- 112. Volume of Conversation – Did you create something that got people talking? What is the volume of that conversation, the influence? Next Steps42
- 113. Getting Started – Workshop Ideas FISCAL, INVESTMENT & BUSINESS EXPECTATIONS & REQUIREMENT Opportunities for new revenue streams (e-Commerce)
- 114. How much should we budget? ($, Time & Resources)
- 115. Feasible goals
- 116. How far should we experiment?
- 118. What’s free? For members? Premium?Getting Started – Workshop Ideas INFRASTRUCTURE & PROCESSWho owns the process? How is content produced? Approved? How is content managed, stored? PERSONAS & RELATIONSHIPSWho is the primary audience? Secondary? How can you identify a new “opportunity” audience? CHANNELS, EXPERIENCE & FUNCTION What are they used to seeing? Searching for? Mediums? What content will be most relevant?
- 119. Getting Started – Workshop Ideas AWARENESS & PR NEEDS/PLANNINGHow will you reward? Incentivize? How will you promote? --- E-mail? PPC? WOM? USC? TECHNOLOGY, INSIGHT & INNOVATION Custom, 3rd Party or Integrated Platform Social Intelligence – What are you looking for? SUSTAINABILITY & GROWTH PROJECTIONSWhat happens if this takes off? How will roles transition? Prepare for the best and the worst…
- 120. Q&A46
- 121. My Top TenIdentify your audience and business needs first (*it’s not you)Gain momentum through small, measurable, experimentsBe honest when evaluating what you’re capable of sustainingLook across alternative industriesObserve what the audience is watching, sharing and creatingLeverage your resources – talent?Task and reward the community to promoteProtect your users – protect your brandContinually monitor, measure and manage your communitySilence the “Devil’s Advocate”
- 122. 48Thank You!Contact us today to learn how EMG can apply it’s expertise in building and branding knowledge centers and more to a number of your campaigns!Toll Free: (866) 62-EARTHwww.visitemg.comFULL WEBINAR AVAILABLE TOMORROW AT:Earthboundmediagroup.com/emg/home/knowledge-center/webinars.htmlYoutube.com/earthboundmediagroupSlideshare.net/EarthboundMediaGroupVimeo.com/channels/earthboundmediagroupSTAY CONNECTED WITH EMG:Twitter.com/EMGtheAgencyFacebook.com/earthboundmediagroupLinkedin.com/company/40574
Editor's Notes
- #6: March 2009 –‘Member Communities’2 has overtaken personal Email to become the world’s fourth most popular online sector after search, portals and PC software applications.
- #10: These are stats from 2009 and some from january 2010 for facebook
- #14: amework
- #31: These are stats from 2009 and some from january 2010 for facebook
- #38: These are stats from 2009 and some from january 2010 for facebook