gwu social media workshop

SOCIAL & MOBILEMEDIA STRATEGIESSOCIAL & MOBILEMEDIA STRATEGIES

Developing a Social

Community Manager

Developing a Social

Community Manager

Your PresentersYour PresentersBen Isenberg

Lane Douglas

Ben Isenberg

Lane Douglas

7 Steps to Developing a Community

Manager


ManagerAdmit Awareness

Develop Brand Community Strategy

Dedicate Staff Resources

Establish Duties & Responsible

Create Perspective

Establish Metrics

Think Along the New Lines

Admit Awareness




Create Perspective

Establish Metrics


Step One:Step One:

Are You Willing To Admit It?

Are You Willing To Admit It?

"There is no reason anyone would want a computer in their home." Ken OlsonPresident/founderDigital Equipment Corp., 1977

"I think there is a world market for maybe five computers." Thomas WatsonChairman of IBM, 1943

"There is no reason anyone would want a computer in their home." Ken OlsonPresident/founderDigital Equipment Corp., 1977

"I think there is a world market for maybe five computers." Thomas WatsonChairman of IBM, 1943

Is This a Fad?Is This a Fad?

Brand ControlBrand Control

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are needed to see this picture.

So, do you think you can “lock up” your brand?

So, do you think you can “lock up” your brand?

A Brand Built on Security

A Brand Built on Security

kryptonitelock.comkryptonitelock.com

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Kryptonite Compromised?

Kryptonite Compromised?

Source: Fortune (12/29/04), TechnoratiSource: Fortune (12/29/04), Technorati

Source: HitwiseSource: Hitwise

Social Networking and Forums Sites Compared to Travel Industry

Age of Visitors to: 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.


Social Networking and Forums Sites Compared to Travel Industry

Household Income Visitors to: 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.


Step Two:Step Two:

Develop a Brand Community

Strategy

Develop a Brand Community

Strategy

What is a Brand Community?

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

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

Brand CommunityBrand CommunityA 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.

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 WildfireSource: Agent Wildfire

Community GoalsCommunity Goals Connect the brand with the consumers

Establish a consumer based community

Connect the brand community members

Connect the brand with the consumers

Establish a consumer based community

Connect the brand community members

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.

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-CooperMini-Cooper

Identify the Benefits

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

Increase Traffic & Conversions

Enhance Brand Loyalty

Improved Insight and Feedback

Public Relations Management

Viral Marketing through the Community

Feed the Online Conversation

Strategy Development

Strategy Development

Organizational Audit

Flirt Model


Flirt Model


Organizational AuditDoes 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?

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 WildfireSource: Agent Wildfire

FLIRT - KEY ELEMENTSFLIRT - KEY ELEMENTS

Source: Sami Viitamaki - Flirt ModelSource: Sami Viitamaki - Flirt Model

FOCUSFOCUSFOCUSFOCUS

INCENTIVESINCENTIVESINCENTIVESINCENTIVES

TOOLSTOOLSTOOLSTOOLS

LANGUAGELANGUAGELANGUAGELANGUAGE RULESRULESRULESRULES

STRATEGICSTRATEGIC

TACTICALTACTICAL

TECHNICALTECHNICAL

FocusFocus

Needs and goals of the Business

Values and preferences of the Customer

Capabilities of the Organization

Needs and goals of the Business

Values and preferences of the Customer

Capabilities of the Organization


LanguageLanguage

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.

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.


IncentivesIncentivesIntrinsic 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

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


RulesRules Rules of Initiation in the Community

Registration?

Rules of Creation

Format, Media, etc.

Rules of Exchange & Interaction

Idea Creation and Comments

Rules of Initiation in the Community

Registration?

Rules of Creation

Format, Media, etc.

Rules of Exchange & Interaction

Idea Creation and Comments


ToolsTools Platform - To Create or Borrow

Creation Tools

Community Conversation

Company Tools

Staff Resources

Platform - To Create or Borrow

Creation Tools

Community Conversation

Company Tools

Staff Resources


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Chevy Tahoe AdChevy Tahoe Ad

Step Three:Step Three:

Establish the Proper StaffingEstablish the

Proper Staffing

Community Manager

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.

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.

What Skills Are Needed?

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

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

What Kind of Person

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.

Can’t be a control freak

Outgoing personality

Sense of humor

Sociable

Ability to start conversations and encourage people to join the conversation.

TextText

ConversionsConversions

Step Four:Step Four:

Establish Duties &

Responsibilities

Establish Duties &

Responsibilities

Organization Design

Organization Design

Team EnvironmentTeam EnvironmentCollaborative Effort

Bridge the Teams

Web - IT

Marketing

Branding

Outreach

Customer Service

Executive

Collaborative Effort

Bridge the Teams

Web - IT

Marketing

Branding

Outreach

Customer Service

Executive

Core Responsibilities

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

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/PoliceSource: Agent WildfireSource: Agent Wildfire

TasksTasksProgram 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

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 WildfireSource: Agent Wildfire

TasksTasksCommunity 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

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 WildfireSource: Agent Wildfire

Step FiveStep Five

Create Perspective

Create Perspective

The two components

The two components

1. Filtering the technology2. Filtering your audience1. Filtering the technology2. Filtering your audience

Filtering the TechnologyFiltering the Technology

Putting It All In

Perspective

Putting It All In

Perspective

Overwhelming!Overwhelming!

The Big PlayersThe Big Players

A little cleanupA little cleanup

and a little organizationand a little

organization

...and finally....and finally.

Filtering the AudienceFiltering the Audience

Putting It All In

Perspective

Putting It All In

Perspective

The SocialTechnographicsLadder

The SocialTechnographicsLadder

The SocialTechnographicsProfile

The SocialTechnographicsProfile

Toys-R-Usand L.L. Bean

Toys-R-Usand L.L. Bean

http://www.forrester.com/Groundswell/profile_tool.htmlhttp://www.forrester.com/Groundswell/profile_tool.html

http://www.forrester.com/Groundswell/profile_tool.html

http://www.forrester.com/Groundswell/profile_tool.html

Step Six:Step Six:

Establish Metrics

Establish Metrics

MeasurementsMeasurements 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).

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 BorganSource: Chris Borgan

MeasurementsMeasurements

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.

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 BorganSource: Chris Borgan

Success MetricsSuccess 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.

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.

The Marketing Funnel

The Marketing Funnel

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EyeballsEyeballs BuyersBuyers

Hewlett-PackardHewlett-PackardHundreds 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.”

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.”

Step SevenStep Seven

Think Along New Lines

Think Along New Lines

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Most Embarrassing Moment

Most Embarrassing Moment

Twitter = Ask the Audience

Twitter = Ask the Audience

“The online world, or what we call the

internet, is first and foremost about information.”

“The online world, or what we call the

internet, is first and foremost about information.”Jakob NielsenJakob Nielsen

Nielsen-Norman Groupuseit.com

Nielsen-Norman Groupuseit.com

Web 1.0Web 1.0 Web 2.0Web 2.0 Web 2.5Web 2.5

“There’s a plane in the

Hudson. I’m on the ferry going to pick up the

people. Crazy.”

“There’s a plane in the

Hudson. I’m on the ferry going to pick up the

people. Crazy.”

SPEED OF COMMUNICATION

SPEED OF COMMUNICATION

The Twitter CloudThe Twitter Cloud

Air France disaster looms large.

Air France disaster looms large.

What I learned long beforeCNN reported it.

What I learned long beforeCNN 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.

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.

The speed at which information can be made available will

become an increasingly important factor in brand loyalty.

The speed at which information can be made available will

become an increasingly important factor in brand loyalty.

Where are you eating today?

Where are you eating today?

Tacos via TwitterTacos via Twitter


Manager


ManagerAdmit Awareness




Create Perspective

Establish Metrics


Admit Awareness




Create Perspective

Establish Metrics


QUESTIONSQUESTIONS

Thank You!

Thank You!

Ben [email protected]: bdisenberg

Lane [email protected]: lanedouglas

Ben [email protected]: bdisenberg

Lane [email protected]: lanedouglas