20 How do you connect? 09 Webinar: Managing Online Communities July 28, 2009

Imagination Publishing !! Founded in 1994, Chicago-based !! 55 full-time custom media and integrated marketing communications professionals !! Award-winning, account-dedicated editors and designers !! Turnkey services, print & digital media, community engagement, advertising sales, marketing, production & channel distribution experts, translations !! Original, never re-purposed editorial 2

Imagination Publishing works with clients to develop powerful content that helps them connect with their audience at a deeper level: 3

AGP (a division of Imagination) works with associations to develop powerful content that helps them connect with their members at a deeper level: 4

Print 5

Digital 6

Social Media Case Studies !! Social Media Strategy !! Content Distribution !! Twitter/Facebook !! Best Practices !! Library Usage !! Small Business Consultants Campaign Campaigns !! Twitter/Facebook !! External Listening/ !! External Seeding Seeding !! PPC Campaigns 7 !! Community Management for Pillsbury & Betty Crocker !! Two Blogs !! External Listening !! External Seeding !! External Seeding !! External Listening !! Twitter/Facebook/Flickr !! Brand Management

Associations & Community !! #1 Reason to join: NETWORKING! 8

Social Media Landscape 9 Source: Gary Hayes & Laurel Papworth 2006

Why Manage a Community !! No activity without activity !! Need to listen and respond !! Liability 10 !! User-generated content !! Priorities and resources

Be Social !! Practice Power Friending !! Be where your members are !! Join the conversation 11 !! Add value !! Turn the bull horn toward you

What & Why 12

Engagement Strategy '()*+(,-*(./& Content 13 ROI 01#+"/"))& !"#$%&

Sample Engagement Strategy Content 2-*+"#$%30$4-()(*(./& !"#$%&'()*$%' 0&"//$./'1' 34).-5' 6$.*7'6"&&"87'9$5-).7' (%+,)-$./' ($#+"2&"//$./ ' 9)%+.7'3./%/)' 5(+#6&01#+"/"))& :;)5-?@'6)%-;+)5' !3F'1'' !"#$%&'()*$%'G+"H$&)5' 0&"//)+5' AB%-$./5'%.*' 9$.,'0;$&*$./' C"DD).-5E' 14

Content Plan !! Content buckets !! Extensions, Exclusives and Expansions to populate digital properties !! Content and media types: text, rich media, audio, video !! Calls for user-generated content 15 !! Frequency and timing

Best Practices !! Content: Use high quality, targeted content that is varied and interesting to add value, engage users and create a connection between them and the brand. !! Frequency: Establish a good frequency of updates, (too many = noise, too few = forgotten), with a casual yet informative tone that engages your core audience with content. !! Integration: Leverage the traffic from multiple channels by 16 connecting multiple social platforms and a hub from the website to help funnel consumers throughout the network.

Marketing & Distribution Plan !! Push/Pull with print, digital and event content !! Consistent blogs/microblogs for timeliness and immediacy !! User personas and user paths !! Seed, moderate and generate conversations 17 !! Content tagging and linkbacks !! Rewrite/edit existing content for maximum SEO

Sample Engagement Strategy Distribution 7-)%&'()*+(,-*(./& 3D%$&' C".H)+).#)5'1'' 0&"//$./'1' C".-).-'!))*$./' !"#$%&'()*$%' I$+-;%&'34).-5' ($#+"2&"//$./' 1'!J.*$#%-$".' (%+,)-$./' 7-66&'()*+(,-*(./& C"DD;.$-J' 34).-5'1'' 0&"//$./'1' !3F'1'' !"#$%&'()*$%' I$+-;%&'34).-5' ($#+"2&"//$./' 9$.,'0;$&*$./' (%+,)-$./' 18 8#/#9(/9&*%"&:%#/9"& K%+/)-)*'L+$.-' K%+/)-)*'3D%$&' M.-)+.%&'' G+)55'B)&)%5)5' !"#$%&'()*$%' D%$&$./7'$.4$-%-$".' $.4$-%-$".' (%+,)-$./'%.*' (%+,)-$./' -"'.)8'8)25$-)' C"DD;.$#%-$".'

Community Best Practices !! Develop a Plan Frequency, Requirements, Content types, Success measures !! Prepare Organization Communicate, Set policies, Rapid response planning !! Integrate Leverage multi-channel content to drive activity, 19 align messaging !! Identify Key Influencers Recruit members, evangelists !! Grow & Maintain Engage community, Extend reach !! Gather, Report & Act Information, Trends, Feedback

Outcomes !! More activity !! Responsiveness !! SMM goals 20 !! Member benefit goals !! Member intelligence

Measuring Success Qualitative !! Measure reputation, conversations, customer relationships !! Benchmarks: ! What is our product/industry social involvement? ! How are we currently talked about? Versus our competitors? !! Measure Change: ! Appearing new places, in new ways? ! Moved from monologue to a meaningful dialogue with customers? !! Find, follow, listen, learn and engage 21 Quantitative !! Measure traffic, sales or SEO ranking !! Membership, participation and engagement !! Reach, response, brand awareness

Success Measures Awareness Metrics !! Log ins !! Visits and visitors !! Social network mentions, views, seeding !! Content share, print and bookmarks Engagement Metrics !! Comments/discussions !! Site duration !! Downloads/postings 22 !! Searches Value Metrics !! Business intelligence !! Memberships !! Event sign-ups

Sample ROI & Measurement ;(*"&8"*+($)& I$5$-5"/*& 23 3D%$&'O;)5-$".5'1' C"DD).-5'' C"DD;.$-J' G"&&5'1'!;+4)J5' B)P;)5-5' 1'B%-$./5 ' M.4"&4)D).-' ?-)(/"))&@/*"66(9"/$"& Q5)+R/).)+%-)*' !"#$%&'()*$%'(".$-"+$./' C"DD;.$-J'S#-$4$-J' 0+%.*'I%&;)'' C".-).-' 1'3P;$-J'

Management Imperatives !! Transformation to a bottom-up culture requires support from the top !! The best uses come from usersbut they need help to scale !! Whats in the workflow is what gets used !! Appeal to participants egos and needs !! The right solution comes from the right participants !! Balance the top-down and self-management of risk 24 !! Leverage partnerships to extend reach, share content and drive conversation

How do you connect? Rebecca Rolfes EVP, Association Growth Partners (a division of Imagination Publishing) 600 West Fulton Street, Suite 600 Chicago, IL 60661 (312) 887-1000 ext. 113 rrolfes@imaginepub.com