introduction to marketing through communities and enterprise social networks
DESCRIPTION
TRANSCRIPT
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Create the space where the
conversation happens
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Welcome, Funny Hats!
Hats!
Funny!
Funny!Funny!
Hats!
Hats!
Hats!
COMMUNITY
• Enable interaction between those who share interests
• Communities grow around a common interest
• Profiles allow people to find and connect
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FACEBOOK ISN’T COMMUNITY
• Fans don’t have common interests
• They don’t participate on Facebook pages
• It’s a one-sided conversation
•Numbers are all that matter
• Gimmicks drive the action
Hi!
Fun!Well...
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• Shared relationships
• Conversations within threads
• Unstructured
• Limited access
• Shared interests
•Discussion Forums
• Controlled content
• Access to data
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COMMUNITY
•Opinions and questions encourage social sharing
• Get people talking
• Content and conversation is central to community
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AUTHENTICITY
•Members join for real, personal interaction
• Create value for those who join the conversation
• Engage the community
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Community
http://www.flickr.com/photos/x-foto/4922700151/
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• Inspirational
• Engaging
• Attract influencers
• Build relationships
PURPOSE
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SOCIAL GRAPH
PIZZA!
ORANGES!
PUNK ROCK!
ART!
TRAVEL!
DANCE!
GAMES!
GARDEN!GOV’T!
DOGS!
BASEBALL!
BLUERIBBON!
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SOCIAL GRAPH
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TYPES
• Goal-oriented
•Demographic
• Activity-based
• Support
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Amex Open Forum
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SUPPORT
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SUPPORT
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DRUPAL COMMONS
• Collaboration via groups, topics and threads
• Activity streams and sections with new users, new or popular exposes interesting content
• Easy configuration of roles and permissions, with participation and engagement metrics
• Responsive design “out of the box”
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COMMUNITYFunction
Collaborate Blogs, Forums, News Feeds, File Sharing, Q&A, Chats, Messaging, Polls/Surveys - with tagging, rating and ranking capability
Search Easy to search for expertise and filter out the noise Map the networks within the community
Profiles Rich profiles to find those you don’t already know Established practices like following promote interaction Search makes finding experts (and information) easier
Interaction Enable virtual events and meetings to drive interactionMobile access can empower customer-facing employees
Management Launch, grow, and sustain the community, with dashboards, metrics, and analytics
Links Embedded feeds and enable output to personal social networks
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MEMBERS
• Bits of user information
• Biographical data
• Contact information
• Personal networks
• Activity feed and notifications
• User administration control
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MANAGEMENTSpectators Critics Creators
• Spectators lurk
• Critics comment
• Creators contribute
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MANAGEMENT
• Act as a catalyst
• Encourage engagement, recruit members and organize groups
• Seed the community with members and content
• Listen - and get people talking
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GAMIFICATION
• Understand member’s motivation
• Provide incentives to drive participation
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BADGES
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BEST PRACTICES
• Relevant information
• Access to experts
•Make it easy for people to signup
• Photos and video drive engagement
• Recognition through gamification
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Marketing/Sales
CAPTURING COMMUNITYHow to Build, Manage and Market Your Online Community
Online communities break through the media clutter and engage
your target market on a personal level. Marketers, managers, and
entrepreneurs can use them to drive user-generated content and
create long-term value online. When aligned with your organization,
online communities create a venue for audience interaction that
becomes a tangible business asset.
By Michael SilvermanFounder & CEO Duo Consulting
CA
PTU
RIN
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MU
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B
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ILVER
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In Capturing Community, Duo Consulting CEO Michael Silverman
gives you the tools and techniques required to create powerful
online communities. Drawing from his years of experience and the
wisdom of leading social media marketers, Michael shows you: in online communities.
online community.
success.
the community, from technology to promotional channels.
20 W Kinzie, Suite 1510Chicago, 60654 - 312-529-3000
[email protected]@MSilvermanDuo - 312-529-3000