managing online communities: getting your message to the masses

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GOLO www.golo.com Getting YOUR Message to the Masses Angela Connor Managing Online Communities

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This was presented by Angela Connor at the National Home Furnishing Association's High Point Market Seminars in April of 2008.

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Page 1: Managing Online Communities: Getting Your Message to the Masses

GOLOwww.golo.com

Getting YOUR Message to the MassesAngela Connor

Managing Online Communities

Page 2: Managing Online Communities: Getting Your Message to the Masses

Traditional Online Advertising

Cost effective

Measurable results

Numerous creative options

Page 3: Managing Online Communities: Getting Your Message to the Masses

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.

Page 4: Managing Online Communities: Getting Your Message to the Masses

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!

Page 5: Managing Online Communities: Getting Your Message to the Masses

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

Page 6: Managing Online Communities: Getting Your Message to the Masses

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%

Page 7: Managing Online Communities: Getting Your Message to the Masses

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

Page 8: Managing Online Communities: Getting Your Message to the Masses

Should my business, dare I say it…

BLOG!?Oh, what is Social Interactive Marketing?

Page 9: Managing Online Communities: Getting Your Message to the Masses

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

Page 10: Managing Online Communities: Getting Your Message to the Masses

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

Page 11: Managing Online Communities: Getting Your Message to the Masses

What People DO in Online Communities

Brag Share Image Galleries Discover shared interests Offer Advice Help Others Give Purchasing Tips Seek Purchasing Tips

Page 12: Managing Online Communities: Getting Your Message to the Masses

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

Page 13: Managing Online Communities: Getting Your Message to the Masses

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

Page 14: Managing Online Communities: Getting Your Message to the Masses

Engage as a member

Share information about yourself. Don’t be afraid of the “personal approach.”

Page 15: Managing Online Communities: Getting Your Message to the Masses

Engage as a member

Establish yourself as an “expert” in your area, share your intentions and tell the community what you have to offer.

Page 16: Managing Online Communities: Getting Your Message to the Masses

Create Interesting Blogs

Page 17: Managing Online Communities: Getting Your Message to the Masses

What is “Interesting”

Helpful Information – Quick Tips New Ideas on an Old Topic Unique “How-To” Blogs and Advice Personal Stories about a Product

Page 18: Managing Online Communities: Getting Your Message to the Masses

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.

Page 19: Managing Online Communities: Getting Your Message to the Masses

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!

Page 20: Managing Online Communities: Getting Your Message to the Masses

Behaviors to AVOID!

Blatant Advertising Inserting TOO Many Links to Your website Promoting without useful Content Pushing Your Product EVERY time you post

Page 21: Managing Online Communities: Getting Your Message to the Masses

Another Option | Create a Group

“Groups” typically cater to a specific audience with shared interests.

This is a more “targeted” approach.

Page 22: Managing Online Communities: Getting Your Message to the Masses

Individual Profile vs. Group Profile

Page 23: Managing Online Communities: Getting Your Message to the Masses

Benefits of “Groups”

Create and grow your own community within a community

Shared interests, niche Start a Dialogue Easily Promoted on your website

Page 24: Managing Online Communities: Getting Your Message to the Masses

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

Page 25: Managing Online Communities: Getting Your Message to the Masses

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!

Page 26: Managing Online Communities: Getting Your Message to the Masses

Contact information

Angela Connor

Managing Editor/User-Generated Content

WRAL.com | GOLO.com

[email protected]

919-821-8545

Page 27: Managing Online Communities: Getting Your Message to the Masses

Contact information

Angela Connor

Managing Editor/User-Generated Content

WRAL.com | GOLO.com

[email protected]

919-821-8545

Page 28: Managing Online Communities: Getting Your Message to the Masses

Contact information

Andy Lancaster

Online Specialist & Account Executive

WRAL.com

[email protected]

919-821-8661

Page 29: Managing Online Communities: Getting Your Message to the Masses

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

[email protected]