GOLOwww.golo.com
Getting YOUR Message to the MassesAngela Connor
Managing Online Communities
Traditional Online Advertising
Cost effective
Measurable results
Numerous creative options
Display Ads and Leaderboard Ads
Leaderboard and Display Ads-
Leaderboard and Display Ad Impressions may rotate through all sections of WRAL.com, (ROS), or may be targeted to only specific sections of WRAL.com such as News. All local ads are given above the fold placement whenever possible.
Can You Reach YOUR Customer Online?
Is your geographic region “online friendly”?
Will I reach my top customer prospects by advertising online?
Online websites are dominated by teenagers (definition: NO $) – or so I hear!
Did You Know?
According to 2008 Forbes.com reports:
Raleigh is ranked #1 For Business and Careers
Raleigh is ranked #3 For Best Places To Flip A Home
Raleigh is ranked #3 For America’s Most Wired Cities
Raleigh is ranked #6 For Best U.S Housing Markets
WRAL.com has the Highest Market Reach in the USA for a Local News WebsiteSource: The Media Audit, May 07. *The % based on Adults 18+ in the metro area
Local News Websites with the Highest Market Reach in the
USA
% of Adults 18+ who visited the website in the past month*
WRAL.com 45.8%
Washingtonpost.com 43.9%
Madison.com(Capital Times)
41.1%
MYSA.com(San Antonio Express)
37.4%
Omaha.com(Omaha World – Herald)
36.1%
Cincinnati.com [net](Cincinnati Enquirer)
36.0%
Charlotte.com(Charlotte Observer)
35.9%
Hamptonroads.com(Virginian – Pilot)
35.6%
Do Online Users Have Money?
Of those Adults 18+ in the Metro area who have liquid assets of $250,000+, 42% of them visited WRAL.com during the past 30 days
Should my business, dare I say it…
BLOG!?Oh, what is Social Interactive Marketing?
Why Social Interactive Marketing?
Social applications in particular, such as communities and social networking sites, are cost-effective and have a measurable impact on prospects' decisions in the consideration stage, which will be important to companies under recessionary pressures. Interactive marketers should stop toe-dipping and invest only in programs that can deliver on measurable metrics.
Strategies For Interactive Marketing In A RecessionJosh BernoffFebruary 6, 2008www.forrester.com
What People DO in Online Communities
Share Stories and Exchange Ideas Seek Advice Discuss Issues Argue and Debate Make Friends Interact Vent
– Traffic Woes – Poor customer service – Movie Reviews
Share Secrets
What People DO in Online Communities
Brag Share Image Galleries Discover shared interests Offer Advice Help Others Give Purchasing Tips Seek Purchasing Tips
What People Want From Online Communities.
Knowledge and New Ideas Advice Acceptance and Approval Information Friends Interaction Understanding Empathy/Support Purchasing Tips Respect Useful Tips
How Do I Start?
Study the site and community Learn what people are talking about Determine what YOU want from the community
– Exposure?– New customers?– Word of mouth referrals?
Find people who may be interested in your business/product Introduce Yourself to the Community Spend Time Interacting with members Respond to all feedback. (Positive and Negative) Write interesting Blogs
Engage as a member
Share information about yourself. Don’t be afraid of the “personal approach.”
Engage as a member
Establish yourself as an “expert” in your area, share your intentions and tell the community what you have to offer.
Create Interesting Blogs
What is “Interesting”
Helpful Information – Quick Tips New Ideas on an Old Topic Unique “How-To” Blogs and Advice Personal Stories about a Product
Blogging Tips
Get ideas from other bloggers Write eye-catching Headlines
– “Ten things you never knew about your grandmother’s Vintage Rocking Chair.”
– “How to redecorate a room with one new item”– “Is Your Oriental Rug Authentic?“– Not everything is “Made in China.” Some things are made right here in
NC.”
Promise more content. Tell us What’s Next.
Good Intentions Gone Bad?
User Comments
“This would be a very informative blog if it weren't for the web address at the bottom.”
“And BTW, this site "www.sevenwatch.com" is selling fakes!”
“this is a no-no!”
“SPAM!
Behaviors to AVOID!
Blatant Advertising Inserting TOO Many Links to Your website Promoting without useful Content Pushing Your Product EVERY time you post
Another Option | Create a Group
“Groups” typically cater to a specific audience with shared interests.
This is a more “targeted” approach.
Individual Profile vs. Group Profile
Benefits of “Groups”
Create and grow your own community within a community
Shared interests, niche Start a Dialogue Easily Promoted on your website
What Should I Do Now?
Do Your Research– Where Is My Audience?– What communities cater to my industry? – Peruse Before You Join
Determine level of commitment Define an acceptable outcome
Major Takeaways
Respect the Community Learn the Culture Move in slowly Avoid Blatant Promotion Interact and Respond to Members Seek Ideas in other Blogs People WANT to hear from you. You’re an
Expert!
Contact information
Angela Connor
Managing Editor/User-Generated Content
WRAL.com | GOLO.com
919-821-8545
Contact information
Angela Connor
Managing Editor/User-Generated Content
WRAL.com | GOLO.com
919-821-8545
Contact information
Andy Lancaster
Online Specialist & Account Executive
WRAL.com
919-821-8661
Tips from a GOLO.com Blogger
“In order to blog successfully you have to have a BURNING desire to get your message out to the public.”
“Blogging helps me to fine-tune ideas that I have for my business. I can see which ideas resonate, stir controversy and fall "flat".”
“DON'T SELL!! Blogging is not selling. Blogging is informing and building a community. However, with that being said, you have to have a goal in mind.”
“Find the right community to achieve your goal and then be reciprocal in the blogging community. People don't care about what you have to say until they know you care...”
Angela Connor, Managing Editor/User-Generated Content WRAL.com | GOLO.com