A short presentation for a consulting project conducted by 2 MSc students at Lancaster University to help the OIA and its members develop their Web 2.0 strategies

1. Web 2.0 Strategy for Effective Engagement with OIA Stakeholders

3. The OIA Web 2.0 Project “Develop a Web 2.0 strategy through which they can engage with all their stakeholders to share information more efficiently both internally and externally” “Provide recommendations on how the OIA can develop a community using Web 2.0 to engage with all their stakeholders”

4. ResearchMethods

5. The Social Media Revolution

6. Why Should the OIA and its Members Embrace Social Media?

7. 22% of the time online spent on Social Networks #1 Activity Online: Social Network 96% of the Generation Y have joined a social network If Facebook was a country, it would be the World’s 3rd largest 78% of consumers trust peer recommendations 80% of companies use social media for recruitment 24 hours of video uploaded on Youtube every minute 4 billion+ images hosted on Flickr 2 billion+ YouTube videos viewed per day 20 billion Tweets up to date

8. 500 million Facebook members 200 million Blogs 75 million Twitter accounts 70 millionLinkedIn members in over 200 countries 60 millionstatus updates on Facebook everyday 50 million tweets per day (600/second) 16 million+articles on Wikipedia in 270 languages 6.2 millionnew Twitter accounts every month (2-3/second)

9. What are the Benefits of Social Media? Enhance Collaboration Generate Leads Increase traffic on your website Get closer to your Audience Professional Networking Gain Operational Efficiency Build Loyalty Reach a Wider Audience

10. How Should the OIA Implement Social Media?

11. There is no Secret Recipe, but… Understandyour Audience Define the Central Issue & Objectives FindSome Key-Users Engage & Listen to Your Audience Engage WithOtherOutdoorCommunities Find the Right Social Media Mix MeasureyourSuccess

12. UnderstandingOIA’s Audience: Members Survey Around 20% of “creators” actively using social media, mainly retailers Around 10% of “joiners” present on some platforms but no real interactivity A majority of “inactives” and “spectators” around 70% of members do not use any social media yet

13. Central Issue & Objectives Don’t try to talk about everything to everyone! What do OIA memberswant to talk about?

14. OIA Website Top Content Careers News & events Membership information Whatisyour Objective? Listening Talking Supporting Energising Embracing?

15. Find Key-Users Prepared to engage, help maintaining, bringotherusers Start with 5-6 key users behind closed doors Open up the community when it becomes interactive

16. Engage & Listen to your Audience “Make sure your passion, enthusiasm and commitment comes through. That is what we all respond to.” “Ask your community to provide content and keep asking. Never stop asking.” “It doesn’t matter if there’s 100 or 100,000 members. What matters is the number of people who are truly engaged.” “An online community is just like pub, with food and beer as content: you go there and come back for the quality and amount of content and people inside.”

17. Engage withOtherOutdoorCommunities “Collaborate rather than compete” “Linking with other bloggers in the same area of interest can be extremely powerful.” “Learn from each other” “Like in Pubs, community members enjoy going to different places with different atmospheres” “Make sure your content strategies are complementaryratherthansubstitites”

19. Combine differenttools for differentpurposes

20. Depends on Your Audience , Objectives & Strategy

22. Suggested Tools for The OIA

23. WhichTool for WhatPurpose?

24. Twitter: Reach a wider audience & strengthen the community Facebook: Create a company persona & increaseawareness LinkedIn: Professional networking & promoteoutdoor jobs Blog:Central platform to engage with members & outdoor bloggers Tweetdeck/HootSuite: Facilitate maintenance & monitor conversations Collaboration platform: Facilitate communication & collaboration among members

25. MeasureSuccess WhatgetsMeasuredgetsManaged! Monitor the Conversations Ask for Feedback Use Google Analytics LearnfromyourMistakes Reviewyour Objectives

27. Content Strategy

28. Right Social Media Mix

29. Be Human

30. Be Honest & Authentic

31. Educate, Entertain, Enlighten

32. Give&Take

33. Participate & Engage

34. Passion & Enthusiasm

35. Commitment

36. Reward Participation

37. Try to beEverywhere

38. Talk to Everyone

39. Talk about Everything

40. Try to PleaseEveryone

41. GapingHole Perception

42. TooMany Inactive Users

43. No Content Strategy

44. HideBehindyour Brand

45. Be tooLoud