Date post: | 20-Jan-2015 |
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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
Reach
Distribution
Engagement Strategy
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ROI Awareness
Sample Engagement Strategy – Content
Outreach/AcquisitionSocialMediaMarketing
Blogging&Microblogging
Events Find,Follow,Listen,Learn,Engage
ViralAwarenessGuest/Featured
BloggersWeb2.0Features
(RatingsandComments)
SEO&LinkBuilding
SocialMediaProfiles
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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
PushDistribution
Email Conferences&VirtualEvents
Blogging&Microblogging
ContentSeeding&Syndication
SocialMediaMarketing
PullDistributionCommunity Events&
VirtualEventsBlogging&
MicrobloggingSEO&
LinkBuildingSocialMediaMarketing
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ManagingtheChangeTargetedprint
mailing,invitationtonewwebsite
TargetedEmailinvitation
InternalMarketingandCommunication
PressReleases SocialMediaMarketing
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
ContentReachEmail Print/Download RSS&Social
BookmarksEventRegistrations
SiteMetricsVisits/Visitors SiteDuration Trending ContentViews
Sample ROI & Measurement
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RequestsComments&Ratings
CommunityInvolvement
Polls&Surveys
BusinessIntelligenceUser‐generated
ContentSocialMediaMonitoring CommunityActivity BrandValue
&Equity
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 [email protected]