agencies role in communities
TRANSCRIPT
liveworld.com
Your brand lives in the voice of your
customers
The Agency’s role
in online communities
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
What does this mean?
Geotags Blogging AggregationPodcasting Folksonomies Rating Tools
Vlogging Community Discussions
Online Social NetworksTagging Instant Messaging mashups
RSS Citizen Journalism Wikis
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Traditional View
From Forrester Research - 9/07
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
The new complexity
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Expression
Reputation
ProfessionPublication
Opinion
Hobby
Knowledge Avatars
Purchase
Details
Certificates
Audience
What I say What I share Where I work
What I like How and where to join me What is being said about me
What am I passionate about What I Buy
What I know What represents me Who I know
Non-exclusive digital identity
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Community ROI
Acquisition: $0-$100/head Viral marketing, word of mouth engines Chrysler PT Cruiser: Live Events: $10/user vs. $400 in showroom
Loyalty & Engagement: 45x loyalty increase Site Metrics: 9x the frequency, 5x the visit length (McKinsey) MINI Cooper: 70% of new buyers
Brand Awareness: 4x the unaided brand recall Brand recall: 4x the unaided brand recall vs a search engine (NFO) Sponsorships: Structured community venues, immersive branding Higher Value: Moderated community
Purchase eBay: Community participants spend 54% more Momentum: Visitors to Branded community 2x more likely to buy vs.visitors to brand page
on destination social network
Support: 5x-10x more effective than phone support eBay Answer Center: Questions answered in 30 min vs. 1-2 days email
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Community Ladder
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
The Blogging Long Tail
-Technorati 9/07
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
5 Ways To Socialize A Brand
1) Culture: A Sense of Place
2) Integration: No community is an island
3) Participation: You are what you have to say
4) Trust (Transparency/Authenticity): Give up the control you don’t have
5) Leadership: Lead, Empower, Listen, Follow
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Questions to discuss
• How does a brand actually enter a conversation?
• Just how do you make advertising—traditionally the epitome of highly crafted, approved-at-every-level communication—include your customer?
• What does it mean when the people you used to think of as your “audience” have now become publishers with their own readerships?
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Some ideas from the experts:
• Once marketers have done the fundamental thing of finding and respectfully participating in market conversations, they have an opportunity to do more.
• They can contribute real value by using their resources to concentrate and syndicate market conversations in ways that make them more visible.
• And this act of building visibility creates a virtuous circle benefiting everyone involved.
-From Manifesto on Monday Morning
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Payoffs from Conversations
•Interest.
•Credibility
•Cost-effectiveness
•Understanding
•Sustainability
“By genuinely participating in the conversation, which is always changing, brands move with their markets.”
-From Manifesto on Monday Morning
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers 16
LiveWorld - Our History
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
LiveWorld: Working With Market Leaders
Education, Non Profit & Political
Internet & Technology
Retail, Consumer Products & Automotive
Entertainment, Media & Telecom
Coca-Cola
17
Financial & Travel Services
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Best-in-Class: Community Management Model
Culture
Ownership Leadership
Standards
Moderation: Welcome, orientation, inspiration; models, hosts, and mentors
Rules, rationale, communication, training/enforcement
Ambience, tone, language, ideals, customs; seeding, programming
Proprietary behavior, user investment, home
Stakeholders support culture & control costs
Place
Connection
People
Key Linkage Idea Drivers
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Moderation
Development
Tracking & Reporting
ManagementLeading edge
Programming & Engineering
Sustainable & Healthy community
Active participation
and protection
Orientation, inspiration, models, hosts, and mentors
Full community platform or modular/custom offering
LiveWorld Solution: Best-in-Class
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Campbell’s - Connecting Users
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Mini Cooper - Owner Loyalty
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
American Express - Networking
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Pringles - Launching New Products
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
TV Guide - User Video
LiveWorld Confidential
LiveWorld ConfidentialYour brand lives in the voice of your customers
Thank you!
Jay Bryant
Vice President - Community Architect
212-699-0878