community engagement: managing communities across digital embassies

47
Community Engagement Managing Communities Across Digital Embassies EdelmanDigital.com | @edelmandigital

Upload: edelman-digital

Post on 11-Aug-2014

29.064 views

Category:

Business


3 download

DESCRIPTION

Community engagement is at the core of social media. "Digital Embassies" such as your organization's presence on Facebook and Twitter must not only be launched but managed. This slideshow provides a strategic framework for the large enterprise to follow.

TRANSCRIPT

Page 1: Community Engagement: Managing Communities Across Digital Embassies

Community Engagement Managing Communities Across Digital Embassies

 EdelmanDigital.com    |  @edelmandigital    

Page 2: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com 2  

EARNED  media  

OWNED  proper1es  

The  current  digital  media  landscape  is  an  overlapping  mix  of  paid,  owned,  earned  proper=es  combined  with  the  emergence  of  pervasive  social  pla8orms.  

Page 3: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com 3  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

EARNED  media  

OWNED  proper1es  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

Page 4: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com 4  

RICH  MEDIA  CONTENT    ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

OWNED  proper1es  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

PAID  media  

Page 5: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com 5  

PARTNERSHIPS  INFLUENCER  NETWORKS  BRANDED  ENTERTAINMENT  

NICHE  PLATFORMS  

RICH  MEDIA  CONTENT    ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

EARNED  media  

OWNED  proper1es  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

PAID  media  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

Page 6: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com 6  

SOCIALpla8orms  

PARTNERSHIPS  INFLUENCER  NETWORKS  BRANDED  ENTERTAINMENT  

NICHE  PLATFORMS  

EMBASSIES  

RICH  MEDIA  CONTENT    

INFLUENCER  ENGAGEMENT  

ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

OUTPOSTS  RELEVANT  MESSAGE  BOARDS  

BLOGOSPHERE  

EARNED  media  

OWNED  proper1es  

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

PAID  media  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

Source: Edelman 2010, edelmandigital.com

Page 7: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com 7  

SOCIALpla8orms  

PARTNERSHIPS  INFLUENCER  NETWORKS  BRANDED  ENTERTAINMENT  

NICHE  PLATFORMS  

EMBASSIES  

RICH  MEDIA  CONTENT    

INFLUENCER  ENGAGEMENT  

ADVERTISING  BANNERS  DISPLAY  PAID  ENDORSEMENTS  

Social  Engagement  Across  Digital  Media,  Proper1es  &  Social  Pla8orms  

OUTPOSTS  RELEVANT  MESSAGE  BOARDS  

BLOGOSPHERE  Social Engagement Concentrated Here

EARNED  media  

OWNED  proper1es  

Source: Edelman 2010, edelmandigital.com

DIGITAL  PROPERTIES  

WEBSITES  CUSTOM  BUILT  PORTALS  INTERNAL/ENTERPRISE  

PAID  media  

Page 8: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  What is Social Engagement?

8  

Page 9: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

“Social  Engagement”  is  a  con=nuous  set  of  interac=ons,  communica=ons,  and  par=cipatory  behaviors  between  individuals  seeking  meaningful  connec=ons  to  others.  

For  organiza=ons,  this  leads  to  a  more  engaged  community,  loyal  customers,  stronger  brand  affinity,  and  measurable  outcomes  which  demonstrate  mutual  gain  for  all  stakeholders.  

9  

Page 10: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

Embassies, Ambassadors & Envoys

10  

Page 11: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Embassies are an established presence

where interactions, conversations and participation are

facilitated by one or more Ambassadors

of the brand or organization who manages them.

Embassies:  Your  Home  Away  from  Home  

11  

Page 12: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Domains  Are  Owned:  Embassies  Are  Managed  

Owned Digital Properties (on-domain)

Domains You Control (Internal & External)

12  

Page 13: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Domains  Are  Owned:  Embassies  Are  Managed  

Managed Digital Properties (off-domain)

Public Ecosystems You Establish Embassies In

13  

Owned Digital Properties (on-domain)

Domains You Control (Internal & External)

Page 14: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Envoys are employees, agents or members of the public who are willingly dispatched to “outposts”—properties that are not owned or controlled by the business, brand or organization.

14  

Embassies  Have  Ambassadors:  Outposts  Need  Envoys  

Page 15: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

What is Community Management?

15  

Page 16: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Community Management is the act of engaging members of a specific group in a participatory fashion.

Community Managers fall under the “ambassador” category of the organization, representing the brand or business in a specific community ecosystem.

Communities form around shared interests and participants seek value from them.

~Suzanne Marlatt, Community Manager for EdelmanDigital.com & Edelman Digital embassies

16  

Page 17: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

The  Engagement  MaVers  More  Than  The  Avatar  

17  

Page 18: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

On-Domain, Owned or Earned (Website, or Facebook etc.)

Role: Ambassador

As an ambassador the community manager(s) maintain the on and off domain digital properties.

* Charles Schwab is an Edelman client

18  

Community  Management  Roles  By  Domain  

Page 19: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Off-Domain, Not Owned (Message boards, blogosphere, etc.)

Role: Envoy

The community manager(s) act as envoy(s) when performing outreach or engaging in non-owned, off domain outposts.

On-Domain, Owned or Earned (Website, or Facebook etc.)

Role: Ambassador

As an ambassador the community manager(s) maintain the on and off domain digital properties.

* Charles Schwab is an Edelman client

19  

Community  Management  Roles  By  Domain  

Page 20: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Five  C’s  Which  Deliver  “Life1me  Value”  

Content: Value provided through ongoing narrative (stories) which educates, inspires, informs and connects community members.

Context: Value provided by deep understanding of how participants within community want to engage and the tools they use to do so.

Connectivity: Value provided by connecting members of community in mutually beneficial ways.

Continuity: Value provided by sustaining efforts over time, ensuring that community is healthy and productive.

Collaboration: Value established through collaborative efforts of participants who share, co-create and edit each others efforts.

Source: David Armano, Edelman 2010, edelmandigital.com

20  

Page 21: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

5 Steps Toward Community

Engagement

21  

Page 22: Community Engagement: Managing Communities Across Digital Embassies

Step  One:  Assess  Community  Needs  &  Interests  

This  is  a  product  

edelmandigital.com 22  

Page 23: Community Engagement: Managing Communities Across Digital Embassies

Step  Two:  Develop  Rules  Of  Engagement  

Source: David Armano, Edelman 2010, edelmandigital.com

23   edelmandigital.com

Page 24: Community Engagement: Managing Communities Across Digital Embassies

Step  Three:  Iden1fy  Right  Managers  For  YOUR  Community    

This  is  a  product  

*eBay, RIM/BlackBerry and AXE are Edelman clients

24   edelmandigital.com

Page 25: Community Engagement: Managing Communities Across Digital Embassies

Step  Four:  Establish  Internal  &  External  Process  

This  is  a  product  

Listen  Assess  Engage  

Submit  Evaluate  Schedule  Publish  

Social  Ecosystems  (Facebook,  TwiVer  

message  boards,  forums,    blogs,  etc.)  

Process  For  External  Ac1vi1es  

Process  For  Internal  Func1ons  

Employees  &  Partners  

Measure  &  Modify  

Source: David Armano, Edelman 2010, edelmandigital.com

25   edelmandigital.com

Page 26: Community Engagement: Managing Communities Across Digital Embassies

Step  Five:  Train,  Equip  &  Deploy  (TED)  

This  is  a  product  

Articulate: Able to communicate effectively in a variety of media

Social: Engages in authentic conversations and interactions

Professional: Acts as a responsible ambassador of brand/org

Adaptable: Can make decisions quickly, handle crisis situations

Enthusiastic: Energetic, passionate and engaged in relevant topics

Connected: Has ties to the right people within community

Organized: Can keep track of data, relationships, content calendars, and a variety of assets essential to maintaining community

* RIM/BlackBerry is an Edelman client

26   edelmandigital.com

Page 27: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

Do’s & Don'ts of Community Engagement

27  

Page 28: Community Engagement: Managing Communities Across Digital Embassies

Do:  Engage  Community  Members  Directly  

* Adobe is an Edelman client

28   edelmandigital.com

Page 29: Community Engagement: Managing Communities Across Digital Embassies

Do:  Encourage  Par1cipa1on  

* Huggies is an Edelman client

29   edelmandigital.com

Page 30: Community Engagement: Managing Communities Across Digital Embassies

Do:  Escalate  Important  Issues  To  Appropriate  Prac1ce/Channel  

30   edelmandigital.com

Page 31: Community Engagement: Managing Communities Across Digital Embassies

Do:  Make  It  Conversa1onal  

* AXE is an Edelman cllient

31   edelmandigital.com

Page 32: Community Engagement: Managing Communities Across Digital Embassies

Don’t:  Forget  To  Self  Iden1fy  

This  is  a  product  

32   edelmandigital.com

Page 33: Community Engagement: Managing Communities Across Digital Embassies

Don’t:  Delete  Comments  You  Don’t  Like  

33   edelmandigital.com

Page 34: Community Engagement: Managing Communities Across Digital Embassies

Don’t:  Be  Rude  (Even  When  They  Are)  

34   edelmandigital.com

Page 35: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

Can This Be Measured?

35  

Page 36: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

and/or

Two  Macro  Outcomes  

Behavior Change Economic Success

36  

Page 37: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Behavioral  Change  Includes:  

• Raising awareness

• Shifting attitudes and change stakeholder perceptions

37  

• Driving trial

• Inspiring action: Do more or Do less

• Recommending (e.g. net promoter score)

Page 38: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Economic  Success  Includes  

• Increasing sales

• Growing market share (or brand preference share)

• Return on marketing investment

38  

• Growing shareholder value or share price

• Increasing reputation and image (via external rankings, stock price)

• Increasing the lifetime value of a customer (brand loyalty)

Page 39: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

Example:  Raising  Awareness  

39  

Page 40: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Example:  Increasing  Brand  Loyalty  

*United is an Edelman client

40  

Over 100k connections in the first week

Page 41: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

Example:  Growing  Market  Share  

Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community

41  

Page 42: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Edelman  2012  

How Does Community Engagement Fit In Your Org?

42  

Page 43: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Community Engagement via

employees

Community Engagement via

partners

Community  Managers  Can  Be  Employee  And/Or  Embedded  

To members of the community, the distinction matters less if indisputable value is being provided consistently, ethically and authentically.

43  

Page 44: Community Engagement: Managing Communities Across Digital Embassies

Fi`ng  Community  Engagement  Into  The  Org:  External  Partnership  

This  is  a  product  

PR/  Corp  

Direct  reports   DoVed  line  

Social  Media  

Partners  

Technology  &  Development  

Paid  Media  

Community  Manager  

Content    Strategist  

Marke1ng   Legal  HR  IT  R&D  Sales  

Source: David Armano, Edelman 2010, edelmandigital.com

44  

Outsourced  

edelmandigital.com

Page 45: Community Engagement: Managing Communities Across Digital Embassies

Fi`ng  Community  Engagement  Into  The  Org:  Internal  Integra1on  

PR/  Corp  

DoVed  line  

Director  of  Community  Engagement  

Social  Media  Manager  

Partners  

Community  Manager  

Community  Manager  

Marke1ng  

Strategy     Implementa1on  

Legal  HR  IT  R&D  Sales  

Source: David Armano, Edelman 2010, edelmandigital.com

45  

On  Staff  

On  Staff  

edelmandigital.com

Direct  reports  

Page 46: Community Engagement: Managing Communities Across Digital Embassies

edelmandigital.com

Summary  

• Empowered employees act as ambassadors

• Community engagement leads to lifetime value for multiple stakeholders

• Community managers required to engage community

46  

• TED: Train, Equip & Deploy community managers on social platforms

• Success measured both economic & behavioral

• Organizational implications between PR, marketing & coordination with steering committee

Page 47: Community Engagement: Managing Communities Across Digital Embassies

Follow us @edelmandigital