community engagement: managing communities across digital embassies

Community Engagement Managing Communities Across Digital Embassies

 EdelmanDigital.com    |  @edelmandigital    

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EARNED  media  

OWNED  proper1es  

The  current  digital  media  landscape  is  an  overlapping  mix  of  paid,  owned,  earned  proper=es  combined  with  the  emergence  of  pervasive  social  pla8orms.  

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DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

EARNED  media  

OWNED  proper1es  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

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RICH  MEDIA  CONTENT    ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

OWNED  proper1es  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

PAID  media  

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PARTNERSHIPS  INFLUENCER  NETWORKS  BRANDED  ENTERTAINMENT  

NICHE  PLATFORMS  

RICH  MEDIA  CONTENT    ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

EARNED  media  

OWNED  proper1es  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

PAID  media  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

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SOCIALpla8orms  

PARTNERSHIPS  INFLUENCER  NETWORKS  BRANDED  ENTERTAINMENT  

NICHE  PLATFORMS  

EMBASSIES  

RICH  MEDIA  CONTENT    

INFLUENCER  ENGAGEMENT  

ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

OUTPOSTS  RELEVANT  MESSAGE  BOARDS  

BLOGOSPHERE  

EARNED  media  

OWNED  proper1es  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

PAID  media  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

Source: Edelman 2010, edelmandigital.com

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SOCIALpla8orms  

PARTNERSHIPS  INFLUENCER  NETWORKS  BRANDED  ENTERTAINMENT  

NICHE  PLATFORMS  

EMBASSIES  

RICH  MEDIA  CONTENT    

INFLUENCER  ENGAGEMENT  

ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

OUTPOSTS  RELEVANT  MESSAGE  BOARDS  

BLOGOSPHERE  Social Engagement Concentrated Here

EARNED  media  

OWNED  proper1es  

Source: Edelman 2010, edelmandigital.com

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

PAID  media  

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Edelman  2012  What is Social Engagement?

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“Social  Engagement”  is  a  con=nuous  set  of  interac=ons,  communica=ons,  and  par=cipatory  behaviors  between  individuals  seeking  meaningful  connec=ons  to  others.  

For  organiza=ons,  this  leads  to  a  more  engaged  community,  loyal  customers,  stronger  brand  affinity,  and  measurable  outcomes  which  demonstrate  mutual  gain  for  all  stakeholders.  

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Edelman  2012  

Embassies, Ambassadors & Envoys

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Embassies are an established presence

where interactions, conversations and participation are

facilitated by one or more Ambassadors

of the brand or organization who manages them.

Embassies:  Your  Home  Away  from  Home  

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Domains  Are  Owned:  Embassies  Are  Managed  

Owned Digital Properties (on-domain)

Domains You Control (Internal & External)

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Domains  Are  Owned:  Embassies  Are  Managed  

Managed Digital Properties (off-domain)

Public Ecosystems You Establish Embassies In

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Owned Digital Properties (on-domain)

Domains You Control (Internal & External)

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Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”—properties that are not owned or controlled by the business, brand or organization.

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Embassies  Have  Ambassadors:  Outposts  Need  Envoys  

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Edelman  2012  

What is Community Management?

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Community Management is the act of engaging members of a specific group in a participatory fashion.

Community Managers fall under the “ambassador” category of the organization, representing the brand or business in a specific community ecosystem.

Communities form around shared interests and participants seek value from them.

~Suzanne Marlatt, Community Manager for EdelmanDigital.com & Edelman Digital embassies

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The  Engagement  MaVers  More  Than  The  Avatar  

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On-Domain, Owned or Earned (Website, or Facebook etc.)

Role: Ambassador

As an ambassador the community manager(s) maintain the on and off domain digital properties.

* Charles Schwab is an Edelman client

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Community  Management  Roles  By  Domain  

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Off-Domain, Not Owned (Message boards, blogosphere, etc.)

Role: Envoy

The community manager(s) act as envoy(s) when performing outreach or engaging in non-owned, off domain outposts.

On-Domain, Owned or Earned (Website, or Facebook etc.)

Role: Ambassador

As an ambassador the community manager(s) maintain the on and off domain digital properties.

* Charles Schwab is an Edelman client

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Community  Management  Roles  By  Domain  

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Five  C’s  Which  Deliver  “Life1me  Value”  

Content: Value provided through ongoing narrative (stories) which educates, inspires, informs and connects community members.

Context: Value provided by deep understanding of how participants within community want to engage and the tools they use to do so.

Connectivity: Value provided by connecting members of community in mutually beneficial ways.

Continuity: Value provided by sustaining efforts over time, ensuring that community is healthy and productive.

Collaboration: Value established through collaborative efforts of participants who share, co-create and edit each others efforts.

Source: David Armano, Edelman 2010, edelmandigital.com

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5 Steps Toward Community

Engagement

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Step  One:  Assess  Community  Needs  &  Interests  

This  is  a  product  

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Step  Two:  Develop  Rules  Of  Engagement  

Source: David Armano, Edelman 2010, edelmandigital.com

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Step  Three:  Iden1fy  Right  Managers  For  YOUR  Community    

This  is  a  product  

*eBay, RIM/BlackBerry and AXE are Edelman clients

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Step  Four:  Establish  Internal  &  External  Process  

This  is  a  product  

Listen  Assess  Engage  

Submit  Evaluate  Schedule  Publish  

Social  Ecosystems  (Facebook,  TwiVer  

message  boards,  forums,    blogs,  etc.)  

Process  For  External  Ac1vi1es  

Process  For  Internal  Func1ons  

Employees  &  Partners  

Measure  &  Modify  

Source: David Armano, Edelman 2010, edelmandigital.com

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Step  Five:  Train,  Equip  &  Deploy  (TED)  

This  is  a  product  

Articulate: Able to communicate effectively in a variety of media

Social: Engages in authentic conversations and interactions

Professional: Acts as a responsible ambassador of brand/org

Adaptable: Can make decisions quickly, handle crisis situations

Enthusiastic: Energetic, passionate and engaged in relevant topics

Connected: Has ties to the right people within community

Organized: Can keep track of data, relationships, content calendars, and a variety of assets essential to maintaining community

* RIM/BlackBerry is an Edelman client

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Edelman  2012  

Do’s & Don'ts of Community Engagement

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Do:  Engage  Community  Members  Directly  

* Adobe is an Edelman client

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Do:  Encourage  Par1cipa1on  

* Huggies is an Edelman client

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Do:  Escalate  Important  Issues  To  Appropriate  Prac1ce/Channel  

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Do:  Make  It  Conversa1onal  

* AXE is an Edelman cllient

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Don’t:  Forget  To  Self  Iden1fy  

This  is  a  product  

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Don’t:  Delete  Comments  You  Don’t  Like  

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Don’t:  Be  Rude  (Even  When  They  Are)  

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Edelman  2012  

Can This Be Measured?

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Edelman  2012  

and/or

Two  Macro  Outcomes  

Behavior Change Economic Success

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Behavioral  Change  Includes:  

• Raising awareness

• Shifting attitudes and change stakeholder perceptions

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• Driving trial

• Inspiring action: Do more or Do less

• Recommending (e.g. net promoter score)

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Economic  Success  Includes  

• Increasing sales

• Growing market share (or brand preference share)

• Return on marketing investment

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• Growing shareholder value or share price

• Increasing reputation and image (via external rankings, stock price)

• Increasing the lifetime value of a customer (brand loyalty)

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Edelman  2012  

Example:  Raising  Awareness  

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Example:  Increasing  Brand  Loyalty  

*United is an Edelman client

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Over 100k connections in the first week

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Edelman  2012  

Example:  Growing  Market  Share  

Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community

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Edelman  2012  

How Does Community Engagement Fit In Your Org?

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Community Engagement via

employees

Community Engagement via

partners

Community  Managers  Can  Be  Employee  And/Or  Embedded  

To members of the community, the distinction matters less if indisputable value is being provided consistently, ethically and authentically.

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Fi`ng  Community  Engagement  Into  The  Org:  External  Partnership  

This  is  a  product  

PR/  Corp  

Direct  reports   DoVed  line  

Social  Media  

Partners  

Technology  &  Development  

Paid  Media  

Community  Manager  

Content    Strategist  

Marke1ng   Legal  HR  IT  R&D  Sales  

Source: David Armano, Edelman 2010, edelmandigital.com

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Outsourced  

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Fi`ng  Community  Engagement  Into  The  Org:  Internal  Integra1on  

PR/  Corp  

DoVed  line  

Director  of  Community  Engagement  

Social  Media  Manager  

Partners  

Community  Manager  

Community  Manager  

Marke1ng  

Strategy     Implementa1on  

Legal  HR  IT  R&D  Sales  

Source: David Armano, Edelman 2010, edelmandigital.com

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On  Staff  

On  Staff  

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Direct  reports  

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Summary  

• Empowered employees act as ambassadors

• Community engagement leads to lifetime value for multiple stakeholders

• Community managers required to engage community

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• TED: Train, Equip & Deploy community managers on social platforms

• Success measured both economic & behavioral

• Organizational implications between PR, marketing & coordination with steering committee

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