Post on 11-Aug-2014
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20 09 How do you connect?
Webinar: Managing Online Communities July 28, 2009
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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
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Imagination Publishing works with clients to develop powerful content that helps them connect with their audience at a deeper level:
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AGP (a division of Imagination) works with associations to develop powerful content that helps them connect with their members at a deeper level:
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Digital
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Social Media Case Studies
!! Library Usage Campaign
!! Twitter/Facebook
!! External Seeding
!! Social Media Strategy
!! Content Distribution
!! Twitter/Facebook
!! Best Practices Consultants
!! Small Business Campaigns
!! External Listening/Seeding
!! PPC Campaigns
!! Two Blogs
!! External Seeding
!! External Listening
!! Brand Management
!! Community Management for Pillsbury & Betty Crocker
!! External Listening
!! External Seeding
!! Twitter/Facebook/Flickr
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Associations & Community
!! #1 Reason to join: NETWORKING!
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Source: Gary Hayes & Laurel Papworth 2006
Social Media Landscape
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Why Manage a Community
!! No activity without activity
!! Need to listen and respond
!! Liability
!! User-generated content
!! Priorities and resources
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!! Practice “Power Friending”
!! Be where your members are
!! Join the conversation
!! Add value
!! Turn the bull horn toward you
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Be Social
What & Why
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Content
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Engagement Strategy
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Sample Engagement Strategy – Content
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!! Content buckets
!! Extensions, Exclusives and Expansions to populate
digital properties
!! Content and media types: text, rich media, audio, video
!! Calls for user-generated content
!! Frequency and timing
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Content Plan
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
connecting multiple social platforms and a hub from the
website to help funnel consumers throughout the network.
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!! 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
!! Content tagging and linkbacks
!! Rewrite/edit existing content for maximum SEO
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Marketing & Distribution Plan
Sample Engagement Strategy – Distribution
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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,
align messaging
!! Identify Key Influencers Recruit members, evangelists
!! Grow & Maintain Engage community, Extend reach
!! Gather, Report & Act Information, Trends, Feedback
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Outcomes
!! More activity
!! Responsiveness
!! SMM goals
!! Member benefit goals
!! Member intelligence
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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
Quantitative
!! Measure traffic, sales or SEO ranking
!! Membership, participation and engagement
!! Reach, response, brand awareness
Measuring Success
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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
!! Searches
Value Metrics
!! Business intelligence
!! Memberships
!! Event sign-ups
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Management Imperatives
!! Transformation to a bottom-up culture requires
support from the top
!! The best uses come from users—but they need help
to scale
!! What’s 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
!! Leverage partnerships to extend reach, share content and drive conversation
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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