social media week new york 2011 community management strategy for leading brands
DESCRIPTION
Social Media Week New York: Community Management Strategy for Leading Brands Okay, so you have your Fan Page up, you have your twitter page, and you are starting to integrate Social Media into your marketing efforts. But why isn’t this enough? Social media is really about enabling and engaging in conversations. But whose job is it to engage in the conversations that are happening? If you’re not participating in the conversation, you’re missing a huge opportunity! Many brands are just now starting to understand the power of Community Management. In this session you will learn how to: •Grow your company’s community and build brand advocates•Capture share of voice in your brand’s category•Improve your search rankings•Generate Earned Media and get more bang for your marketing spend•Build the internal capabilities and processes to manage conversations 24/7•Set up an effective monitoring and measurement system•Maintain compliance with the new FTC guidelinesThis session shares the Dos and Don’ts of creating an effective Community Management Strategy. You’ll learn why and how to set up a network of community managers, engage in conversations across the social web, and how turn these conversations into real value for your company. Hear first-hand how they have helped leading brands over the last four years with their proprietary methodology build, grow, and engage communitiesTRANSCRIPT
Community Management Strategy for Leading Brands
ShesConnected Multimedia Corp. www.shesconnectedmultimedia.com
• You work for a Brand?
• You work for a media company?
• You work for an agency?
• You are a community manager?
• If you are a community manager:
• Do you work directly for the Brand?
• Do you work full time as a community manager?
• Part time?
• Work for another company providing CM services?
Let’s see who we have attending…
Mark Grindeland, Chairman & Co-founder
25 + years working with Leading consumer brands. VP/General Mgr Mobile Applications Div. – Livewire Mobile, Co-founder/EVP Marketing & co-founder m-Qube, CEO, Wunderman EMEA, SVP Digitas, Co-founder/Partner - Exchange Partners
@mark_grindeland [email protected]
Donna Marie Antoniadis, Co-founder/COO
Founder/Producer – Mobile Marketing Roadshow, Founder/President – Apperture Inc., Digital Marketing Agency. Selected at one of the top 20 Branded Women on Twitter 2010
@donnaantoniadis [email protected]
ShesConnected Multimedia
• Increased Brand Awareness
• Reputation Management
• Improved Search Engine Rankings
• Increased Relevant Visitor Traffic
• Improve Sales for their Products or Services
Source:
http://www.doshdosh.com/social-media-marketing-campaigns-setting-
goals-defining-prospects/
Why does Community Management matter to your company?
• Learn TOP trends from Brands using Social Media
• Quick summary of the latest stats….don’t blink!
• Identify ways to increase share of voice within your
brand’s category
• Ideas for improving your search rankings
• Learn how Earned Media gives you more bang for your
marketing spend
• Ideas for building internal capabilities/processes to
manage conversations 24/7
• Ideas for effectively monitoring and measuring SM
• How to maintain compliance with the new FTC guidelines
Take aways from today’s session…
Social Media is driving consumer engagement
and growth for brands
Top Trends for Brands
1. Social functionality makes websites
fashionable again - social integration is
key
2. Brands get their content mojo on –
leveraging UGC and earned media
(brands are becoming media
companies)
3. Brands jumping into the conversation –
building community management
capabilities
4. Social Networking on the go – integrating
to the wireless web (phones, tablets,
gaming)
5. ROI – reaping the rewards (e.g. making
real money from social media)
7
Your words and images have as much to do with your brand as your product…
“Social media is the web”
How big is it? More recent stats…
Source: http://www.facebook.com/press/info.php?statistics
• More than 620 million active users
• 50% of active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• Average user is connected to 80 community pages, groups and
events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each month
• There are more than 150 million active users currently accessing
Facebook through their mobile devices and are twice as active non-
mobile users
Twitter & YouTube
• 105 million registered users and adding 300,000 users a day
• In 2008 there were 300,000 tweets per day, by 2009 it had grown to 2.5 million per day. Today, there 50 million tweets per day—that's an average of 600 tweets per second
YOUTUBE
• Exceeds 2 Billion views per day
• 24 hours of video is uploaded every second
• Average user spends 15 minutes per day watching
• 46 years of YouTube video watched each day on Facebook
• 94 of Advertising Age 100 advertising on YouTube
• Number of advertisers using display ads on YouTube increased 10 – fold last year
Source: http://blog.twitter.com/2010/02/measuring-tweets.html , http://www.techradar.com ,
http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/
Blogs
BLOG STATS
• 133,000,000 blogs have been indexed by Technorati since 2002
• 77% of Internet users read blogs according to Universal McCann
• 60% are 18-44 * 75% have college degrees and 40% have graduate degrees
• One in four has an annual household income of $100K
• Part-Timers, Pros, and Self-Employed Bloggers are blogging as much as or more than ever (73%, 76% and 80%, respectively), while Hobbyists are blogging somewhat less
• 15% of Bloggers spend 10 or more hours each week blogging.
• One in five Bloggers report updating on a daily basis
• The most common rate of updating is 2-3 times per week
• The majority of blogs use tags (85%)
Source: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009/
1) Source: Adage. August 23, 2010
1)
19.3 22 11.1 8.3 7.4 7.4 7.7 14.8 14.9 16.4 2)
Many Brands are starting to get more traffic on their fan page then their main website
2) Source: Facebook, January 22, 2011
52% 105% 141% 80% 90% 100% 108% 72% 91% 88% 2)
Social Media Strategy Framework
12
Publishers of Content such as blogs,
video, articles, web pages
Content is King – without
the content SM does not exits
Stimulates the conversations
Drives communities
Driving SM
growth
Page
Views
Ø
Post ratings and reviews, comments
on blogs, contributes to online forums
Invites friends, sends articles
to friends
Maintains and updates profile
joins groups
Looks & leaves
Views profiles, video, reads
blogs, reviews & forum
discussions
Creators
Critics
Connectors
Joiners
Spectators
Inactives
13
Community Managers stimulate conversations, drive communities, and give voice to the brand
SW
EE
T
SP
OT
• Stakeholder Map / Organizational Alignment
• Customer Personas
• Community Guideline Document
• Marketing & Editorial Calendar
• Messaging Matrix
• Engagement flow & Escalation Guidelines
• FAQs
• Code of Conduct
• Disclosure
• Measurement and Reporting
Community Management Tools
Marketing Public Relations
Market Research
Customer Care
Product Development
Competitive Intelligence
Community Director
Stakeholder Map & Organizational Alignment
Socialgraphics
16
Creators
Critics
Connectors
Joiners
Spectators
Inactives Source: “http://www.forrester.com/empowered/tool_consumer.html
Social Technographics classifies people according to how they use social technologies.
Forrest can quantify the number of online consumers within these groups using their global Technographics consumer surveys.
(blogs, social networks, twitter, forums, etc.)
Segment By
Target Groups
Scrub & clean
list
Identify & recruit
influencers
Building Outreach List
Set the ground rules…and make everyone follows them!
Listening
Engage
Build Buzz
Build Community
Produce/Share
There are a multitude of tools to choose from…
Bring the tools to life with your Community Management Team…
21
Inbound
Engagement
Pre-approved
Content seeding
Outbound
Engagement
Out reach to facebook groups, fan pages, friends, bloggers, twitter, by responding to their content. The nature of the outreach takes many forms but the primary goal is to build join, engage and develop communities. By doing so we are able to leverage these communities for our brand clients.
Taking pre-approved content from CE and posting the content or links to facebook, groups, twitter, blogs, etc. We post this content where it is contextually relevant to the group, or discussions that already exist. This prevents content being perceived as spam.
Inbound engagement takes place when specific brand mentions are made across the different social media platforms. We use the messaging matrix and escalation guidelines to respond to the comments. This ensures that the right person addresses the comment with a pre-approved messaging.
Engagement from Community Managers Community Managers initiate conversations and respond to
conversations in three broad areas
Initiating conversations Responding to conversations
Outbound
Engagement
Out reach to facebook groups, fan pages, friends, bloggers, twitter, by responding to their content. The nature of the outreach takes many forms but the primary goal is to build join, engage and develop communities. By doing so we are able to leverage these communities for our brand clients.
Starting by initiating conversations to build
relationships, community and reach…
Initiating conversations
22
• Generate fans • Join fan pages/groups •Post on fan pages & groups • Stimulate conversations (Comment/Like/Share)
• Build “followers • Post tweets • Re-tweet category relevant tweets • Tweet and re-tweet Brand content • Send and respond to direct messages
• Post content • New Blogs •Cross links • Drive traffic to Brand blog(s)
23
facebook - Brand fan page engagement
Community Managers interact with the Brand page to drive interaction with the other fans. They post links of positive mentions from blogs, twitter, and other sites. We use bit.ly URL links to be able to track click-through
The goal is to drive awareness about the card benefits to fans and other facebook members. This drives earned media and helps with SEO
1
2
24
– engagement Community Managers “follow” relevant Twitter members to grow their “follower base” CM re-tweet relevant posts as part of the engagement strategy The re-tweets are then seem by all of the CM’s followers
1
2
3
The re-tweet shows up on the CM’s page
4
25
Blogger – engagement
Community Managers begin outreach by reading and posting comments in response to Blogger postings They subscribe to email/RSS updates to re-engage and build ongoing conversations with bloggers after each new posting.
1
2
Crawls the social
web to identify relevant
conversations
2
26
How it works… Social Media Monitoring
We use Radian6, a web-based social media monitoring and engagement platform to view relevant conversations happening around your brand and products in real time.
1
Response to Post Posting That would be great…but with the way the economy has been, it's nice to see them launch the 5% card. You might want to take a look at the Flex Card where you can get cash for any unused Earnings which you can still apply to the vehicle. I've see a couple of comments from people buying cars that saved a load by using their points. Here is a link to one: http://forums.corvetteforum.com/c6-corvette-general-discussion/2625497-has-anyone-had-their-gm-card-earnings-topped-off-for-july-yet.html#post1574522256
5
6
Collects relevant
conversations to enable
appropriate action
3
Collected Posting “Might be nice if we could use ALL of our GM points on any new car we wanted vs limits....”
SC Community Manager Reviews the posting and determines the appropriate course of action using the messaging matrix
4
SC Community Manager Reviews the posting and determines the appropriate course of action using the messaging matrix
4
Defined Escalation Process
28
Content as a Strategic Asset Content should be designed with the context of the media
used to communicate and engage with the consumer M
edia
(T
he
“Ho
w”
& “
Wh
ere”
) C
on
ten
t (T
he
“Wh
at
& W
hy
”)
EARNED MEDIA: When the consumer becomes the channel
Description
SHARED MEDIA: When neither the consumer or brand own the media, but share it
PAID MEDIA: When the brand pays for use of the media channel
OWNED MEDIA: When the brand owns and controls the media channels
USER GENERATED CONTENT (UGC): When the consumer develops the content
BRAND ENABLED CONTENT: Brand enables consumers to associate & adapt content
PURCHASED CONTENT: Brand purchased or licensed content
OWNED CONTENT: When the brand produces and develops their own content
Drives efficient brand awareness and brand engagement
The Role
Becomes the core vehicle for consumer engagement with the brand
Used to strategically spread the brand and becomes a catalyst for shared and earned media
The representation of the Brand expressed through company owned assets.
The consumer’s expression of what the brand means to them. Enables 2 way Communication
Gives consumers the vehicle to express affinity for the brand
Drives brand association and provides reach and access
The foundation of the Brand. Used to orchestrate the image, tone, and voice
• “Like”& Member “follow” on FB • Consumer’s page/blog/twitter • Word of Mouth
Examples
• Fan Page • YouTube Channel • Twitter
• TV/Radio/Print/Outdoor • Display • Sponsorships
• Company Owned Retail Stores • Website/company Blog • Publications/newsletters/email
•Comments/Blog Postings • Images and Video • Audio (e.g. Podcasts)
• Applications/Widgets • Badges • “Like/Follow” & Comments
• Endorsements/sponsorships • Paid Editorial (e.g. Blogs,
advertorials, etc.) • Sponsorships • Retail store design, web,
publications, etc (Video/Images/Audio/Copy)
29
Media Consumption vs Ad Budget There is a significant misalignment of Advertising spend verses
the time spent on media by consumers and an opportunity to
leverage CPM rates more effectively…
Social Media – Measuring the value Leading brands are starting model and measure Earned Media
Develop an editorial calendar tied to your marketing plan…
2010 Editorial Calendar
Content plan
Amex Open - HIGHLIGHTS
• The Small Business Owner –
Social Network
• Traffic on OPENForum.com has grown 350% year over year.
• 311,000 + fans on facebook
• More than 15,000 Twitter followers – driving significant site referrals
American Express Open Amex has created one of the best examples
of integrating Social Media with American
Express Open…
American Express Open Social Media is driving real business results
for American Express…
SITE TRAFFIC = 622% GREATER
THAN NEXT HIGHEST SITE IN
PEER GROUP
TWITTER GENERATING OVER 7%
REFERRALS TO AMEX OPEN SITE
ONLINE FASHION
COMMUNITY HIGHLIGHTS
• Connect directly to facebook,
twitter, and YouTube
• Moderated twitter feed – shows
how Gucci is engaging in the
conversation
• Drives Mobile Adoption
Social Integration – Brand dashboard It’s all about being “connected”…
35
BRAND ENABLED CONTENT
Art Of The Trench
OWNED CONTENT
Store design/merchandising
PURCHASED CONTENT
Burberry Acoustic
Brands as Content Producers Burberry has embraced the spectrum of content types and have
tied them together to tell their story and express the brand…
USER GENERATED CONTENT
36
EARNED MEDIA
Consumer Blogs
OWNED MEDIA
Web Site
SHARED MEDIA
YouTube Channel
PURCHASED MEDIA
Outdoor
Integrating Media to drive generate “earned media” Dolce and Gabbana have done a nice job managing the brand
across media platforms generating great value through earned
media…
STARBUCKS - HIGHLIGHTS
• Using consumer suggestions to drive
product, service, and brand innovation.
• Platform to engage in a dialogue with the
consumer
• Giving consumers their 15 minutes of
fame
• Starbucks generated $67.8 million of
Earned Media in Fall 2010
Source: Media Post 12/07/2010
Brands get their Content Mojo on Starbucks leverages User Generated Content to gain
Strategic Advantage and engage the consumer
BURBERRY - HIGHLIGHTS
• Consumers share their story of
the brand
• Functionality lets them share,
rate, comment and connect with
their social circle
Burberry – the art of consumer envolvement The consumer’s expression of the
brand on Burberry’s website
through that is carefully designed
and moderated…
ROI CASE STUDY - HIGHLIGHTS
• Burberry: Social microsites secured 1,000,000 fans and a 10%
increase in same-store sales
• Starbucks: Generated $67.8 million of Earned Media in Fall 2010
• Cadbury: 22,000 fans of Cadbury Wispa petitioned the company
on Facebook to bring back the discontinued chocolate bar. 40
million bars were released and sold out in 18 weeks, a rate of 4 per
second
• Dominos: Credited Foursquare with a 29% pre-tax profit through
promotions that encourage people to check in to their stores
• IKEA: Used one of the most popular and basic functions on
Facebook, tagging pictures, and used it to IKEA’s advantage to
promote its showroom products from sales people to regular
people creating recommendation and advocates all over the world
and a +15% lift in sales.
SOURCE: Compiled by Barnburner.com 10/19/2010
ROI of Social Brands are generating significant ROI on their
Social Media Efforts….
Thank You!
www.shesconnected.com
www.shesconnectedmultimedia.com [email protected] @mark_grindeland [email protected] @donnaantoniadis