Presentation given on the 10th of October at Huset Markedsføring, Copenhagen, Denmark. Subject: Community Management

1. Community Management Day
October 2011

2. Build the right Community
Management Strategy

3. Who we are
A full‐service social media agency
25% Strategy – 25% Technology – 25% Creative – 25% Human
What we do
Organize – Manage – Engage ‐ Measure
We work with strategic counseling, development and implementaBon of social media soluBons, iniBated to
create value for companies and organizaBons related to internal and external communicaBon, public
relaBons, product development, branding and markeBng.
We help companies and brands organize, manage and engage in social media to leverage
and measure the opportunity of creaBng value through the online social sphere.

5. We find it essenBal that we hold knowledge and best pracBce on how the various social
media plaLorms are to be used in a business perspecBve and that we through our
community connects with thought leaders within social media around the world.
We welcome you to become part of our community.

6. 50.000 fans on a Facebook
page is not a goal!

7. SePng goals for Mindjumpers community
Goals Sell more stuff
Targets Increase revenue with 100% in 2011
Generate leads and sales through our
Strategy
community investment
X number of fans/followers/readers
TacBcs
X number of shares
KPI´s Quarterly ROI measurement

8. ROI = (Profit – Investment)/Investment

9. Mindjumpers community management – The cost
X amount of DKK for staff cost
X amount for technical cost
Other: rent, equipment, subscripBons etc.

10. Mindjumpers community management – The Profit
PR & MarkeBng
From “did you mean mind dumpers?” to 1.1 million search results
+200 referral links to our blog (Alexa.com)
+3.800 followers on Twijer
+1.700 Fans on Facebook

11. Mindjumpers community – The Profit
Revenue
Using our community iniBaBves as validaBon towards new bizz
6 months later
A European project is signed off on DKK 500.000

12. Mindjumpers community – The Profit
Revenue

14. Value of a Fan
An average fan is worth $136 per year
Study made by Syncapse, asking 4.000 fans of the top 20 brands on Facebook about
their past and future purchasing behavior
On average, fans spend an
addiBonal $71,84 more than
non fans
Using Coca‐Cola as benchmark ($69)
Taking only 50% of the worth of an average fan ($35)
In other words – a fan is will
buy 4 buckets more per year
than a non‐fan
Source: Syncapse.com

15. Cost per fan
Community Management fee for X months DKK X
AdverBsement cost DKK X
Merchandise and freight DKK X
Total cost DKK X
StarBng number of fans Fans 1.447
Total number of fans YTD Fans 11.480
Total number of gained fans Fans 10.033
Total cost per fan DKK X,X

16. Social Media ROI
ROI (Profit‐investment)/investment > 7,0

17. How we have been
trained to market?

18. (1) Develop a campaign

19. (2) IdenBfy Sources

20. (3) Develop Compelling Content & Offers

21. (4) Broadcast

22. (5) Wait...

23. For businesses, markeBng through
Social Media is about
Data that is driven by
Dialog and
Contextual Content within a
Community

24. For Example, let’s say we are selling...

25. @bill Need new shoes
Through Social We Could: for the office party.
What to buy?
Listen for individuals who show a Need shoes? We have the largest selecBon
& 20% discount so you look great at the
likelihood of buying party hjp://bit.ly/45hdf
Target: month 2 in marathon
➡ Hyper‐target individuals with training. Feeling bejer
everyday
contextual offers and content
➡ IdenBfy contextual Influencers Dude! If you need a new pair of kicks check these out
hjp://bit.ly/jhgk ‐ We will power you on the big day!
➡ Create contextual conversaBons
HUGE ski trip with the guys
next month! Can’t wait!
Looking for new ski boots? 10% of for you today
hjp://bit.ly/jhgk
UGH! I hate back to school
shopping for the kids!
We hate it too... shop online and avoid the hassle... free
returns! hjp://bit.ly/jhgk

26. Fundamental Difference in communicaBon
VS

27. What’s at the core?

29. Building a community
Goals
Targets
Strategy
TacBcs

30. Building sustainable relaBonships

31. CreaBng conversaBon

32. Making content relevant for conversaBon

33. Socially sharable

34. Strategic and social sharable
What would you do when you’re walking into the
cinema to watch a « romantic » movie with your
girlfriend … when there are only 2 seats available
amongst a group of « Hell’s Angels »?

36. Strategic and social sharable

37. Successful campaigns
What seems to get the users ajenBon from Brands on Facebook
Charity campaigns
Online Event
Co‐create and reward
Listen / Customer service
Combine on and off‐line
Source: AllFacebook.com

38. Community Management ‐ CommunicaBon
Target group / Tribe
Tone of Voice
ConversaBonal touch points
Engagement Key words
Approval flow
Planning

39. If you wanna be my brand!
Keep on
making me
Never let smile
me down
Always
surprise me
Stay honest
and tell the truth
- cause I will
forgive you
My brand
Change when
you need to,
but stay true to
your heritage
Dress nicely
Never ever
take me for
granted
“If you’ll stick to these simple guidelines – I’m prepared to spend the rest
of my life with you and give you my all my love.”
Johan Ronnestam
rs
39
Designe
Social

40. How to produce engaging updates
How to
create engaging
updates and rank
higher in people’s
news feed?
Post only 5-10 % Ask questions
sales-oriented and provide
updates easy
call-to-action
Keep timing in Keep updates
mind and post short and
only once or focused
twice a day
Communicate
in the brand’s Remember Include
tone of voice people see photos and
updates in videos as
their news often as
feed possible
Make conversational
topics and plan
updates accordingly
Never miss
proof reading
Designe
rs 40
Social

41. Just Write on our wall!
mp ers!
/Mindju
ook .com
Fa ceb
mpers!
ind ju
@M m/b log!
per s.co
Min djum
41