online communities: how brands are edging their way into the heart of the conversation
Post on 17-Oct-2014
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Social network numbers are exploding. It’s conservatively estimated there exists over 2,500 social networks globally. Over a billion people are active in tens of millions of communities and groups across many social networks. Activity and interest is high and the opportunity for brands to be part of this social space is possible through communities and groups. There are challenges however. This presentation looks specifically at the realities surrounding communities and groups online. How communities and groups have evolved, the opportunities and challenges facing brands and their agencies and how becoming part of the conversation beyond the banner ad will be key themes.TRANSCRIPT
Be heard.
The heart of the conversation: challenges brands face edging their way into this sacred space
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Take off your marketing, PR, advertising, sales, market research… hat for a moment
What do we mean by online communities?
people
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interest
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purpose
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technology
8 Community Types
Corporate Voice Community
User‐Generated Content/ Micro Site Campaign Enthusiasts Community
Associa>ons/ Subscribers Community Loyalty Community
Innova>on Community
Peer Support Community Event Community
Source: Awareness
Why are online communities interesting to brands?
Reason#1
That’s where people are hanging out
Reason#2
People are sharing what is important to them
Reason#3
People are listening to what others are saying
Reason#4
People expect brands to listen, learn & contribute
Reason#5
First mover advantage
And influence off course!
Brands be aware
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It’s not a place where you win awards for beau>ful adver>sements
.. but rather to build social capital
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You win the hearts and minds of people based on how well
you listen, contribute and react
Snapshot of Market
1,700,000,000 people online 500+ million people in social networks Over 2,000 social networking plaYorms
Over 80 million online communi>es US$60 billion is spent online to reach consumers
80% of companies are using LinkedIn as their primary tool to find employees
Genuine Metrics used to measure the success of social media ini>a>ves according to B2B and B2C companies in North America (September 2009)
Time spent in social networks is increasing 150% year‐on‐year
+
4.4%
27.8%
Decrease in search. Increase in community.
Average age across social networks
For the next 2 hours, we’ll explore…
Evolu>on of online communi>es
Approaches brands have taken to engage with online communi>es
Opportuni>es and challenges brands face when engaging with online communi>es
Building an engagement campaign
Evolution of online communities
Adapted from presentation given by Trebor Scholz | Department of Media Study
CompuServe allowed members to share files and access news and events. But it also offered something few had ever experienced – true
interaction. Those forums proved tremendously popular and paved the way for the modern iterations
we know today.
1970’s-80’s: CompuServe
1974: Universities + Governments
1978: Crisis Support
1980’s: Health
1987: Gaming
BBSes were often run by hobbyists who carefully nurtured the social aspects and interest-specific nature of their projects – which, more often than not in those early
days of computers, was technology-related.
1980’s-90’s: BBS
1995: Culture, Politics & Tactics
AOL. Yahoo. Classmates. Friendster. Six Degrees. Asian Ave. Blackplanet. MiGente.
1990’s: Social Networks
Friendster, LinkedIn, MySpace and Facebook: The Biz Grows Up
2000’s: Social Networks
Approaches brands have taken
This is how not to do it
This is how you want to do it
Ring, Ring, Run, Run!
Nike encourages the people of Spain to prank their friends and sign up to the Nike+ running community.
Some key success factors
In online communi>es it is the content that maeers most.
People talk to and with each other not because they know each other or are already connected. Rather, because they share a similar interest, ques>on, concern, ambi>on, query, challenge or other issue.
People engage with each other on content and not on connec>ons. You can meet and share ideas with strangers because you are both interested in the subject.
10 things your grandmother can teach you about social media
By Eric Fulwiler from Social Media Today
Mind your manners
Social media is s>ll social. Even though we are interac>ng in a virtual space, the same tradi>onal social rules, laws, and faux pas s>ll apply. If you act like a jerk, don’t expect many friends.
Tuck in your shirt
How you present yourself is just as important in the virtual world as it is in the real world. Make sure you are always aware of how you appear to others.
Send a thank you card
People s>ll appreciate being appreciated. It really doesn’t take much to convert an acquaintance to a friend, which will offer exponen>ally more value.
A simple thank you, or any genuinely human interac>on of gra>tude goes a long way towards this goal.
Keep your elbows off the table
Ac>ng respecYully in front of others proves that you value them, which will usually make them value you more. And in social media, it’s all about value.
Turn your music down
Don’t contribute to the noise.
Listen to whatever you want in your own personal space, but when your personal preferences start to become a distrac>on to others, people will tune you out.
Finish what you started
Any way you look at it, engagement is a commitment. When you make an effort to become part of a community, it’s not only up to you when or how olen you interact with other members.
If you put yourself out there as a friend, be prepared to be there when people reach out to you.
Finish your vegetables
There are some aspects of social media that aren’t sexy. But that doesn’t mean they aren’t important to your growth and health.
Make sure you are keeping up with the essen>als, and not just chasing that buzz you get from a social sugar high.
Whatever happened to a good old fashioned…?
Some>mes all these new gadgets and thingamabobs aren’t as important or effec>ve as we make them out to be. Some>mes a good old fashioned email, phone call, or even in person “get‐together” can accomplish things that social media can’t.
A man is only as good as his word.
The currency of social media is trust (or social capital). And if people can’t trust you, you have no value to them.
Think twice before you speak.
You can always say something, but you can never take it back. Especially in social media where everything you say can be heard by anyone, forever, there are just too many “finites” to not reconsider everything you say before you say it.
Interactive workshop
Question 1
What are all the interac>ve elements a brand could engage around within an online community?
Engagement points
Discussion forum Video Photo Blog
Newsleeer/ email Ac>vity feed/ wall Event – online/
off‐line Survey/ poll
News General info Audio Games
RSS Links Admins Banner ad
Feeders of content
Community manager/admin
Social network Community member
Community sponsor/ partner
Community embeds content
stream Google adwords Banner adnetwork
Content adnetwork
Top 3 resources
Cream Global PR Daily newsletter The Moderator Community
www.creamglobal.com
http://www.prdaily.com
www.themoderatorcommunity.com
Let’s stay in touch…
@mariasipka