Social Networking Media Presentation

transcript

“That’s a 10-4, Good Buddy?”

•  IM

•  SMS Texting

•  Blog

•  Wiki

•  VoIP

•  File Share

•  Tagging

•  Phone

•  Video Chat

•  Online Video

•  Email

•  Message Boards

•  Team Rooms

•  Screen Sharing

•  Mobile Mail

•  Whiteboards

•  Face2Face!

Loyalty Enthusiast Innovation Partner

Developer Event Education Support

Presence

Conversations

Sharing

Relationships

Groups

Reputation

Identity Content

  Discussion threads   User personalization

  Scalable architecture

  Powerful admin. tools

http://nikeplus.nike.com/nikeplus/

Enthusiast Community

  Connect those with similar interests

  Let users submit the content to other social media sites

  Gain product insights from users of Nike equipment

Case for Community

Energizing, Listening, and Embracing

Nike’s entire website strategy is changing to one that incorporates users comments and thoughts

Trevor Edwards, VP of Global Brand Management

  500,000 members

  200,000 product related discussions

  50 million miles of runs logged by members

 Communities are now an integrated part of Nike’s brand

“40% of Nike+ community members become converts to the company’s shoes.”

Business Results

✴  Email

✴  Blogs

✴  Team Rooms

✴  Wikis

✴  Message Boards

✴  Voice Mail

✴  Portals

✴  Workflow

✴  Facebook

✴  Myspace

✴  LinkedIn

✴  Phone

✴  Instant Messaging

✴  Twitter

✴  Face to Face

✴  Video Chat

✴  Webex screenshare

✴  Blog Comments

✴  SMS Texting

✴  Blackberry/Push Email

✴  Google Docs

instantly

anywhere

informal

unstructured or flat

reasonable

in person

formal

structured or hierarchical

T i m e P l a n n e d Location In Person Relationship Formal Content Structured

T i m e I n s t a n t Locat ion Anyw he re Relationship In formal Content Unstructured

T i m e W h e n e v e r Locat ion Anywhere Relationship Reputation Content Flat/Tagged

People�&

Profile

Community�Characteristics

Engagement�Model

Goals�&

Objectives

User Experience

Content Programming

Community Structure

Design

Promotion & Marketing

Resources Launch

Plan Checklist

Launch

Moderation Participation

Growth Plan

Measurement

Manage

People & Profile Target audience demographics matter

Technology & Community Characteristics

Elements that drive engagement & support goals

Goals & Objectives Why will they come?

Primary Engagement

Listen, talk, energize Support, embrace?

Planning

✴  Decision: Do you want to use social networking?

✴  Here’s why:

Peopleseesuccessfulsocialnetworksandwanttheadvantagestheybring.

It’slikepeoplewhoseephotosofclimbing–likethisfamousGalenRowellphoto–anddecidetheywanttobetheguyontopofthespire.

✴  Decision: Are you ready to change your culture to listen and respond as EA did above?

✴  To do that, you need to create organizational readiness, gain the skills and do the work.

✴  Decision: What tools will you use?

Design

Pilot Email & Vanity URL: Log-In Marketing Page*

MEMBER (Username &Terms/

Conditions)

GUEST (Terms/Conditions)

User agreement pages*

Community Home Page

Resources

Community Evangelist

Develop community launch and growth strategy

Represent community within the company

Build it and they MAY come.

Manage it properly and they will engage, thrive and prosper

Prepare the environment • Grow the community • Harvest innovation

Manage

 Allow employee participation – ensure authentic voice

 Connect influencers to privileged content and experiences

 Define and maintain a code of conduct

 Allow dissent or criticism on your site

  Enable the community to be self-policing

  Invest in community management

 Monitor, measure and categorize conversations

Moderation

Don’t:

 Allow anonymous participation by employees

  Set forward looking expectations for influencers

 Worry too much about criticism

  Scrub everything you post by corp. comms and/or legal

 Delete posts that conform to code of conduct

  Incent positive posting monetarily

Moderation

Questions?