SlideShare une entreprise Scribd logo
1  sur  32
Télécharger pour lire hors ligne
State of Online
 Branded Communities
                  Third Annual Study
                    October 2011
                     Sponsored by
                        ComBlu


© COPYRIGHT 2011, COMBLU, LLC.
Overall Report Stats




              • Three more industries
                 – Enterprise Resource
                   Planning (ERP) is net-new
                 – Divided insurance and
                   healthcare into sub-
                   industries
              • 14 more companies than last
                year
              • Joined 10 more communities




© COPYRIGHT 2011, COMBLU, LLC.
                                               2
Community Pillar Breakdown


                                                                                            Community Breakdown by Pillar
                                                                                200
                                                                                180


            75% = Advocacy                                                      160




                                                    Number of communities
                                                                                140
                                                                                120

            20% = Feedback                                                      100
                                                                                80

            33% = Support                                                       60
                                                                                40
                                                                                20
                                                                                 0
                                                                                      Advocacy        Support      Feedback




         Note: Many communities had multiple pillars, so sum will not equal the total
         number of communities.


© COPYRIGHT 2011, COMBLU, LLC.
                                                                            3
Study Aha’s

        Surprises
        • No huge gains year over year in best practice adoption
          – Fundamental changes to study sample
          – Community management is a difficult skill set to find
          – High Performers (42 or more points) stayed flat at 33%
        • Content practices not as high as expected
          – Only two had over 90% adoption (featured content and content aggregation)
          – User reviews (most closely associated with VOC) dropped from 54% to 27%


         Good News
         • Engagement tools increased from 76% to 96%
           – Much better job of matching mission and engagement approach
         • Better sunsetting practices
         • Some brands are integrating gamification engines across multiple properties
         • More brands are incorporating multiple engagement pillars in community strategy


© COPYRIGHT 2011, COMBLU, LLC.
                                               4
Missed Opportunities


   Rewards and Recognition: Up to 43% from 39% last year
    • NBC’s FanIt/My NBC Community is a great model of an integrated rewards platform
      across multiple NBC communities.
    • EA offers a traveling navigation bar that follows members cross-properties.
    • Some brands, such as P&G, align rewards to purchase, requiring consumers to enter
      a product code. While we believe P&G could also award “community points,” this
      method gets to ROI of driving purchase behavior.



    Mobile
     • Not yet on the study’s best practice list; started to note use of mobile to extend
       community beyond desktop.
     • 16%, or 40 of the 251 communities, we scored offered a mobile community app.




© COPYRIGHT 2011, COMBLU, LLC.
                                               5
Missed Opportunities

                  Recommendation Engines
                   • Automated way to configure a combination of the consumer’s
                     buying habits, product reviews and information from others with
                     similar purchasing patterns to recommend other products that the
                     person may enjoy or need.
                   • Amazon uses a recommendation engine to recommend such
                     diverse purchases as building supplies and baby clothes.
                      – “People who bought this forklift strap also bought this two-
                        person lifting dolly.”


                  Advocates:
                    • Still only 20% adoption rate




© COPYRIGHT 2011, COMBLU, LLC.
                                                     6
Brands That Get It: General Mills
                                 Good model for recruiting customer advocates
                                  • Pssst… and MyGetTogether stimulates product trial and
                                    story sharing
                                  • Lengthy registration and surveys capture deep profile
                                    info




      Outreach to members
      when new opportunities
      arise to try products or
      host get-together
© COPYRIGHT 2011, COMBLU, LLC.
                                        7
Brands That Get It: General Mills (continued)

                                           • Good use of community with CSR
                                           • Interesting partnership with Merck
                                             and Care




                                                                Members earn
                                                                badges by getting
                                                                informed about
                                                                the charity
                                                                through defined
                                                                engagement
                                                                activities


   Click-to-commit allows members to
   earn badges that translate into
   matched donations to a charity




© COPYRIGHT 2011, COMBLU, LLC.
                                       8
Overall Classification
                                                                         Overall Classification
                                                                                  2010       2011
                                     100%
                                      90%
                                      80%
                                      70%
                                      60%

     • Cohesive Strategy increased
                                      50%
                                      40%
                                      30%
       from 33% to 41%                20%
                                      10%

     • Majority of brands still in
                                       0%
                                                    Cohesive Strategy     Experimentation      Community Ghost     Community Overload
                                                                                                   Town
       Experimentation Phase
     • Big drop in Community                                      Average Score by Classification
       Ghost Towns                                                                    2010     2011
                                        60

                                        50

                                        40

                                        30

                                        20

                                        10

                                            0
                                                     Cohesive Strategy     Experimentation    Community Overload     Community Ghost
                                                                                                                         Town



© COPYRIGHT 2011, COMBLU, LLC.
                                                9
2011 Top Performers

                        • No brand = Highest scoring tier
                          – Minimum score: 57
                          – Verizon just missed

                        • 33% of brands in study are
                          High Performers
                          – All are Cohesive Strategy


                       • Brands that fell off:
                         – HP         – Kimberly-Clark
                         – AT&T       – Activision


                       • Three new brands on the list:
                         – SAP (new to study)
                         – Intel (new to study)
                         – Xbox



© COPYRIGHT 2011, COMBLU, LLC.
                                                            10
2011 Contenders



                   • 19 brands = Contenders
                      – Between 42 and 49 points



                   • JetBlue Airways and Intuit also on most
                     improved list



                   • Technology and Gaming Industries had the
                     most High Performers (42 to 56) and
                     Contenders, followed by Entertainment and
                     Retail Industries




© COPYRIGHT 2011, COMBLU, LLC.
                                                     11
2011 Low Scorers


                                                       Brand Name    Brand Score
                                                 Eli Lilly               22
                                                 Walmart                 20
          • 8 of 10 of the lowest scorers        GlaxoSmithKline         20
            were in the healthcare space
                                                 Novartis                20
                                                 Honda                   19
          • Most are either Community            Johnson & Johnson
                                                                         18
            Ghost Towns or                       (OTC)
            Experimentation Phase                Bayer                   14
                                                 Novartis (OTC)          13
                                                 Merck                   13
                                                 Aetna                    7




© COPYRIGHT 2011, COMBLU, LLC.
                                            12
Most Improved Brands




       Brand Name                Current Brand Score Previous Brand Score   Change
   Home Depot                             41                  18              23
   Pfizer                                 26                   8              18
   JetBlue                                44                  27              17
   Intuit                                 46                  31              15
   Walgreens                              35                  20              15




© COPYRIGHT 2011, COMBLU, LLC.
                                               13
© COPYRIGHT 2011, COMBLU, LLC.
                                     aggregation

                                     engagement
                                 • Good news, too:
                                                                                            of preference


                                   – Jump in content
                                                                                                                                 missed opportunity

                                                                                       • User reviews and user-




                                   – Mission appropriate

                                   – Personal dashboards
                                                                                                                               – Studies show that CM
                                                                                                                              a few points since last year:




                                                                                         nosedive from 54% to 27%:
                                                                                          – One of biggest stimulants
                                                                                                                                 increases engagement; still
                                                                                                                            • Community manager (CM) lost




                                                                                         generated content (UGC) took




                                                                     0%
                                                                          10%
                                                                                20%
                                                                                      30%
                                                                                            40%
                                                                                                  50%
                                                                                                              70%
                                                                                                                    80%
                                                                                                                          90%
                                                                                                                                100%




                                                                                                        60%




                                          New/Featured Content
                                 Mission Appropriate Engagement




                   14
                                            Content Aggregation
                                                 Easy Navigation
                                                    User Profiles
                                                      Rich Media
                                                                                                                                                                                  Average Best Practice Use Overall




                                                  Faceted Search
                                                  Share Features
                                     Integrated with Social Media
                                                      Comments
                                                        Site Stats
                                         Content Rating/Ranking
                                                          Avatar
                                       Welcome/Getting Started
                                             Personal Dashboard
                                                                                                                                       2010




                                               Blogs (comments)
                                             Social Bookmarking
                                                Polling/Feedback
                                                                                                                                       2011




                                                         Forums
                                            Community Manager
                                                 Content Tagging
                                               Social Networking
                                            Rewards/Recognition
                                 Leader Board, Member Spotlight
                                             Campaigns/Contests
                                          Content Customization
                                                                                                                                              Average Best Practice Use Overall




                                                      Emoticons
                                             Offline Engagement
                                           User Reviews/Content
                                                     Mobile App
                                     Advocate or ExpertsProgram
                                     Tool bars or Custom Widgets
                                                            Wikis
Best Practice Use by Top Scorers
   • Only seven best practices (BPs) ≤ 74%
     adoption rate
                                                     Best Practice Use by Top Scorers   SAP
                                                                                        Bravo
   • Advocates adoption is higher than
                                                                                        EA
     entire sample (53% vs. 20%), still                                                 Intel
     potential                                                                          Verizon
                                              100%

                                              90%
   • Low rate (42%) of contests and
                                              80%
     campaigns may mean more meaningful
                                              70%
     interaction
                                              60%

                                              50%
    • Content aggregation = 95% vs. only      40%
      32% among last year’s top five.
                                              30%
      Important activity for decision
                                              20%
      journey; other content practices also
                                              10%
      had high usage:
                                               0%
       – New/featured content
       – Personal dashboard
       – Content rating/ranking
       – Content tagging
       – Content customization
       – Faceted search
© COPYRIGHT 2011, COMBLU, LLC.
                                                15
Brands That Get It: EA
                                                            Tied With SAP
                                                              as Second
                                                            Highest Scorer
                                                               Overall




                                                       Personalizes
                                                       experience and
                                                       offers SSO




    Fun and captivating engagement
    (e.g., leaderboards, avatars, videos, etc.)




© COPYRIGHT 2011, COMBLU, LLC.
                                                  16
Brands That Get It: EA (continued)




                                      Surfaces appropriate
       Offers sub-                    forums on game-
       portals for                    specific pages and
       game types                     offers
       such as sports                 centralized, searcha
                                      ble hub for all
                                      forums



© COPYRIGHT 2011, COMBLU, LLC.
                                 17
Best Practice Adoption by Pillar


                                             Best Practice Adoption Rate
    • 20% are Feedback                           by Pillar: Feedback
      communities
                                 100%

                                 90%


     • Important BPs for         80%

                                 70%
       feedback:                 60%

        – Polling                50%

                                 40%
        – Rating/ranking         30%

        – Forums                 20%


        – Leaderboards           10%

                                  0%

        – Personal
          dashboard




© COPYRIGHT 2011, COMBLU, LLC.
                                        18
Brands That Get It: Starbucks

                                                                      zz
                                                                 Leaderboards




                           Personal                                                zz
                                                                                Forums
                               zz
                           dashboard
                                                       Polling
                                                          zz




                                       zz
                                 Rating/ranking
© COPYRIGHT 2011, COMBLU, LLC.
                                                  19
Best Practice Adoption by Pillar

   • Support = 33% of
     communities                             Best Practice Adoption Rate
                                                  by Pillar: Support


   • 46% = Advocates; big        100%

                                 90%
     miss for support            80%

                                 70%

                                 60%


   • Rewards and
                                 50%

                                 40%

     recognition and             30%


     leaderboards both low       20%

                                 10%

     for support                  0%




   • 76% = Content rating;
     critical for support
     experience

© COPYRIGHT 2011, COMBLU, LLC.
                                        20
Brands That Get It: Verizon
                                                                                            Highest
                                                                                             Score
                                 VZW offers rich engagement through                        Overall = 55
                                 Verizon Insiders and has advocate corps
                                 as product testers




                                                                      Centralized engagement approach: All
                                                                      three pillars of community



© COPYRIGHT 2011, COMBLU, LLC.
                                                           21
Brands That Get It: Verizon (continued)
                                 User Profile (top)
                                                                                           Support Communities = Core Strategy

                                                                                                         User Profile (bottom)
2                            1
                                                                                               6




                                                                 5                                                               3




                                 1• Detailed user profile tracks recent member activity and Kudos
                                       1
                                 2• Displays member stats and badges earned
                                       2
                                 3• Rollover feature allows members to easily view other members’ profile stats
                                       3
                                                                                                                          4
                                 4• Shows member’s friends and their availability (offline/online)
                                       4
                                 5• Displays member’s tagged content
                                       5
                                 6• Member’s recent posts and messages are linked to the original discussion
                                      6
© COPYRIGHT 2011, COMBLU, LLC.
Brands That Get It: Verizon (continued)
                                 Forum                Forum Sidebar (top)           Forum Sidebar (bottom)
                          1

                                                  2




                                                                                     3




                                         1• Active forums with thousands of views
                                         2 • Live Twitter stream shows Verizon
                                            support team actively responds to
                                            questions

                                         3 • Top Taggers leaderboard, top Kudoed
                                            posts and recent solutions to member
                                            issues
© COPYRIGHT 2011, COMBLU, LLC.
Best Practice Adoption by Pillar

    75% = Advocacy communities
   Some best practices that drive                    Best Practice Adoption Rate
                                                         by Pillar: Advocacy
   affinity showed low adoption rates:
     • Community manager was the
                                         100%
       lowest in this pillar at 43%      90%

     • Leaderboards and rewards and      80%
                                         70%
       recognition were also the         60%

       lowest in this pillar; both       50%
                                         40%
       practices are high return         30%
       motivators and                    20%

       could help boost longer-term      10%
                                          0%
       engagement
     • Content customization was also
       very low; the ability to self-
       curate the members’
       community experience impacts
       time spent in the community
       and return visits

© COPYRIGHT 2011, COMBLU, LLC.
                                                24
Brands That Get It: Bravo
                   Home Page                       Millionaire Matchmaker                            Top Chef Just Desserts




      • Ritualized experiences:     • Single login                • Each show has its own page that offers     • Integration
         – Common ways to           • One gateway to every show     visitors consistent engagement               across multiple
            engage cross-property     on Bravo                      tools, setup, rich media and navigation      social assets


© COPYRIGHT 2011, COMBLU, LLC.
                                                             25
Brands That Get It: Bravo (continued)
                                                        • “Talk Without Pity” tab aggregates all
                                                          Twitter conversations about a specific
                                                          show
                                                        • “Get-Glue” functionality via Twitter
                                                            – Check in while watching shows
                                                            – Live chat with other viewers



                                 Multiple screen
                                 engagement




© COPYRIGHT 2011, COMBLU, LLC.
                                                   26
Activity Levels

                                                                                     Overall Activity Levels
 • This year, activity levels—
                                                                                                 2011
   high, medium and low—vs. only
                                                                100%
   high and low in previous studies:
                                                                 90%
      – Captured more nuanced view
        of community activity                                    80%

                                                                 70%


   • In addition, we changed how the                             60%

     score was calculated to reflect a                           50%

     more accurate overall brand score                           40%
     for activity level                                          30%

                                                                 20%


   • As a result, this data point is not                         10%

     compared to 2010 data                                       0%
                                                                              High               Medium          Low




                                 NOTE: 2010 data not shown because “medium” designation did not exist in 2010.


© COPYRIGHT 2011, COMBLU, LLC.
                                                                  27
Percent of Communities with High, Medium, Low Activity by Industry – 2011


     • Telecommunications
       and Entertainment
       Industries both                       High   Medium   Low

       consistently had high     100%
                                  90%
       activity levels            80%
                                  70%
                                  60%
                                  50%
                                  40%
                                  30%
    • High activity in Health     20%
                                  10%
      Insurance industry           0%


      was surprise:
      – Wellness education
        and policy support

     • Travel and Hospitality
       Industry also high



© COPYRIGHT 2011, COMBLU, LLC.
                                        28
Social Media Integration


                                                Overall Social Media Integration
      Most are simply streaming
                                                               2010   2011
      Facebook and Twitter:
                                    100%
       • Few are integrating        90%

         engagement cross-channel   80%


       • Distinct engagement        70%

                                    60%
         approaches without any
                                    50%
         reference to community
                                    40%
         strategy                   30%

       • Few are integrating with   20%

         YouTube, LinkedIn or       10%


         SlideShare                  0%
                                                  Integrated                 Not Integrated




© COPYRIGHT 2011, COMBLU, LLC.
                                           29
Social Media Integration by Industry

                                            Social Media Integration by Industry
                                                               2010    2011

                100%

                  90%

                  80%

                  70%

                  60%

                  50%

                  40%

                  30%

                  20%

                  10%

                   0%




                                 NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.


© COPYRIGHT 2011, COMBLU, LLC.
                                                                      30
Average Scores by Industry

                                                                                  Scores by Industry
       Gaming and                                                                       2010   2011

       Telecommunications is highest                                60

       scoring:                                                     50

        • Both are early adopters of                                40

          community                                                 30

        • Gaming = Advocacy and                                     20

          Support                                                   10

        • Telecommunications =                                        0

          Primarily Support

       Lowest scorers are highly
       regulated industries                                                        Thresholds
                                                                                   0-41 low/red
                                                                                   42-56 high/green
                                                                                   57+ best/black
    NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.



© COPYRIGHT 2011, COMBLU, LLC.
                                                                 31
Are You Interested In…
               • Learning more about community best practices?
               • Getting a customized best practice review?
               • Finding out how ComBlu can turn your communities into High Performers?

               We’d love to talk!

                 Steve Hershberger                                                Kevin Lynch
                 ComBlu                                                           ComBlu
                 sthersh@comblu.com                                               klynch@comblu.com
                 312-649-1687                                                     312-649-1687

              You can also check out:
                 • Our website: www.comblu.com
                 • Our blog: www.comblu.com/blogs/Lumenatti
                 • Twitter: @ComBlu
                                               K:Thought leadershipCB Research Projects2011 StudyMarketing MaterialsWebinar deck (PPTminimizer).pptx



© COPYRIGHT 2011, COMBLU, LLC.                         33

Contenu connexe

Tendances

Thoughts On The Future Of Social Media
Thoughts On The Future Of Social MediaThoughts On The Future Of Social Media
Thoughts On The Future Of Social MediaBrian Cavoli
 
NEHRA Social Staffing Presentation
NEHRA Social Staffing PresentationNEHRA Social Staffing Presentation
NEHRA Social Staffing PresentationJCSI
 
Gwu Social Media Workshop
Gwu Social Media WorkshopGwu Social Media Workshop
Gwu Social Media WorkshopLane Douglas
 
Social Media Plus Conference Presentation
Social Media Plus Conference PresentationSocial Media Plus Conference Presentation
Social Media Plus Conference PresentationBrian Cavoli
 
Social - Good for Business?
Social - Good for Business?Social - Good for Business?
Social - Good for Business?BBDO
 
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communitiesKreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communitiesEsther Lim
 
Kreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI EquationKreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI EquationEsther Lim
 
HP Social Media Roundtable - Allen's intro and presentation
HP Social Media Roundtable - Allen's intro and presentationHP Social Media Roundtable - Allen's intro and presentation
HP Social Media Roundtable - Allen's intro and presentationabonde
 
Social Media Marketing - What's Up?
Social Media Marketing - What's Up?Social Media Marketing - What's Up?
Social Media Marketing - What's Up?Havas Media APAC
 
Twitter For Business
Twitter For  BusinessTwitter For  Business
Twitter For BusinessJanak Shah
 
Cisco Shares Making the Case for B2B Social Media
Cisco Shares Making the Case for B2B Social MediaCisco Shares Making the Case for B2B Social Media
Cisco Shares Making the Case for B2B Social MediaSymantec
 
From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
 
Online Community Performance
Online Community Performance Online Community Performance
Online Community Performance Mohamed Mahdy
 
Introducing The Community Director - The Community Manager has Evolved #CMGR
Introducing The Community Director - The Community Manager has Evolved #CMGRIntroducing The Community Director - The Community Manager has Evolved #CMGR
Introducing The Community Director - The Community Manager has Evolved #CMGROgilvy Consulting
 
Building the Ultimate Online Community in 10 Steps
Building the Ultimate Online Community in 10 StepsBuilding the Ultimate Online Community in 10 Steps
Building the Ultimate Online Community in 10 StepsDNN
 
Marketing opportunities with social networks
Marketing opportunities with social networksMarketing opportunities with social networks
Marketing opportunities with social networksVinay kumar vuppalancha
 
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
 
Best Practices from the World's Most Social Big Brands
Best Practices from the World's Most Social Big BrandsBest Practices from the World's Most Social Big Brands
Best Practices from the World's Most Social Big BrandsSprinklr
 
How to increase brand awareness with social media?
How to increase brand awareness with social media? How to increase brand awareness with social media?
How to increase brand awareness with social media? Kristine Bezbaile
 

Tendances (20)

ASMI Keynote
ASMI KeynoteASMI Keynote
ASMI Keynote
 
Thoughts On The Future Of Social Media
Thoughts On The Future Of Social MediaThoughts On The Future Of Social Media
Thoughts On The Future Of Social Media
 
NEHRA Social Staffing Presentation
NEHRA Social Staffing PresentationNEHRA Social Staffing Presentation
NEHRA Social Staffing Presentation
 
Gwu Social Media Workshop
Gwu Social Media WorkshopGwu Social Media Workshop
Gwu Social Media Workshop
 
Social Media Plus Conference Presentation
Social Media Plus Conference PresentationSocial Media Plus Conference Presentation
Social Media Plus Conference Presentation
 
Social - Good for Business?
Social - Good for Business?Social - Good for Business?
Social - Good for Business?
 
Kreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communitiesKreative.Asia: Constructing Scalable Social Business Practices & communities
Kreative.Asia: Constructing Scalable Social Business Practices & communities
 
Kreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI EquationKreative.asia Refining the ROI Equation
Kreative.asia Refining the ROI Equation
 
HP Social Media Roundtable - Allen's intro and presentation
HP Social Media Roundtable - Allen's intro and presentationHP Social Media Roundtable - Allen's intro and presentation
HP Social Media Roundtable - Allen's intro and presentation
 
Social Media Marketing - What's Up?
Social Media Marketing - What's Up?Social Media Marketing - What's Up?
Social Media Marketing - What's Up?
 
Twitter For Business
Twitter For  BusinessTwitter For  Business
Twitter For Business
 
Cisco Shares Making the Case for B2B Social Media
Cisco Shares Making the Case for B2B Social MediaCisco Shares Making the Case for B2B Social Media
Cisco Shares Making the Case for B2B Social Media
 
From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'From Social Media to Social Business - Marketing in the 'Social Age'
From Social Media to Social Business - Marketing in the 'Social Age'
 
Online Community Performance
Online Community Performance Online Community Performance
Online Community Performance
 
Introducing The Community Director - The Community Manager has Evolved #CMGR
Introducing The Community Director - The Community Manager has Evolved #CMGRIntroducing The Community Director - The Community Manager has Evolved #CMGR
Introducing The Community Director - The Community Manager has Evolved #CMGR
 
Building the Ultimate Online Community in 10 Steps
Building the Ultimate Online Community in 10 StepsBuilding the Ultimate Online Community in 10 Steps
Building the Ultimate Online Community in 10 Steps
 
Marketing opportunities with social networks
Marketing opportunities with social networksMarketing opportunities with social networks
Marketing opportunities with social networks
 
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)
 
Best Practices from the World's Most Social Big Brands
Best Practices from the World's Most Social Big BrandsBest Practices from the World's Most Social Big Brands
Best Practices from the World's Most Social Big Brands
 
How to increase brand awareness with social media?
How to increase brand awareness with social media? How to increase brand awareness with social media?
How to increase brand awareness with social media?
 

Similaire à State of Online Branded Communities Webinar

AdoTube Format Index Q2 2011
AdoTube Format Index Q2 2011AdoTube Format Index Q2 2011
AdoTube Format Index Q2 2011AdoTube
 
Multistakeholder Cooperation
Multistakeholder Cooperation Multistakeholder Cooperation
Multistakeholder Cooperation NFCACoops
 
No one likes you - Building social strategies beyond Facebook - iStrategy Con...
No one likes you - Building social strategies beyond Facebook - iStrategy Con...No one likes you - Building social strategies beyond Facebook - iStrategy Con...
No one likes you - Building social strategies beyond Facebook - iStrategy Con...LBiAustralia
 
Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...
Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...
Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...Parature, from Microsoft
 
Content Marketing Metrics eMetrics NYC 2011
Content Marketing Metrics  eMetrics NYC 2011Content Marketing Metrics  eMetrics NYC 2011
Content Marketing Metrics eMetrics NYC 2011Rebecca Lieb
 
Equity compensation grant trends 20110812 print
Equity compensation grant trends 20110812 printEquity compensation grant trends 20110812 print
Equity compensation grant trends 20110812 printPERFORMENSATION
 
Social Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and EarnedSocial Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and EarnedVivastream
 
Jerry Silver of EMC - Selling Value
Jerry Silver of EMC - Selling ValueJerry Silver of EMC - Selling Value
Jerry Silver of EMC - Selling Valuejowen_evansdata
 
Speechbobble Social Networking for Business Corporate Overview
Speechbobble Social Networking for Business Corporate OverviewSpeechbobble Social Networking for Business Corporate Overview
Speechbobble Social Networking for Business Corporate OverviewSpeechbobble
 
Social Marketing: This ROI is Too Good to be True
Social Marketing: This ROI is Too Good to be TrueSocial Marketing: This ROI is Too Good to be True
Social Marketing: This ROI is Too Good to be TrueAaron Strout
 
Ado Tube Format Index Q2 2011
Ado Tube Format Index Q2 2011Ado Tube Format Index Q2 2011
Ado Tube Format Index Q2 2011Steven B. Jones
 
Social and mobile uproar
Social and mobile uproarSocial and mobile uproar
Social and mobile uproarEpiserver
 
Social web and mobile uproar
Social web and mobile uproarSocial web and mobile uproar
Social web and mobile uproarEpiserver
 
Retail Marketing Performance Management 2011
Retail Marketing Performance Management 2011Retail Marketing Performance Management 2011
Retail Marketing Performance Management 2011Kneebone Inc.
 
Paul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementPaul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementBrent Leary
 
Cloudforce essentials dublin breakout session
Cloudforce essentials dublin breakout sessionCloudforce essentials dublin breakout session
Cloudforce essentials dublin breakout sessionJames Leigh
 
Public Relations (PR) Measurement
Public Relations (PR) MeasurementPublic Relations (PR) Measurement
Public Relations (PR) MeasurementHugh Anderson
 

Similaire à State of Online Branded Communities Webinar (20)

AdoTube Format Index Q2 2011
AdoTube Format Index Q2 2011AdoTube Format Index Q2 2011
AdoTube Format Index Q2 2011
 
Multistakeholder Cooperation
Multistakeholder Cooperation Multistakeholder Cooperation
Multistakeholder Cooperation
 
No one likes you - Building social strategies beyond Facebook - iStrategy Con...
No one likes you - Building social strategies beyond Facebook - iStrategy Con...No one likes you - Building social strategies beyond Facebook - iStrategy Con...
No one likes you - Building social strategies beyond Facebook - iStrategy Con...
 
Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...
Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...
Organizations Should Be Where Their Customers Are- A Multi-Channel Service Ap...
 
Content Marketing Metrics eMetrics NYC 2011
Content Marketing Metrics  eMetrics NYC 2011Content Marketing Metrics  eMetrics NYC 2011
Content Marketing Metrics eMetrics NYC 2011
 
Equity compensation grant trends 20110812 print
Equity compensation grant trends 20110812 printEquity compensation grant trends 20110812 print
Equity compensation grant trends 20110812 print
 
Social Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and EarnedSocial Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and Earned
 
Jerry Silver of EMC - Selling Value
Jerry Silver of EMC - Selling ValueJerry Silver of EMC - Selling Value
Jerry Silver of EMC - Selling Value
 
Speechbobble Social Networking for Business Corporate Overview
Speechbobble Social Networking for Business Corporate OverviewSpeechbobble Social Networking for Business Corporate Overview
Speechbobble Social Networking for Business Corporate Overview
 
Social Marketing: This ROI is Too Good to be True
Social Marketing: This ROI is Too Good to be TrueSocial Marketing: This ROI is Too Good to be True
Social Marketing: This ROI is Too Good to be True
 
Ado Tube Format Index Q2 2011
Ado Tube Format Index Q2 2011Ado Tube Format Index Q2 2011
Ado Tube Format Index Q2 2011
 
Comply Socially Investor Deck
Comply Socially Investor DeckComply Socially Investor Deck
Comply Socially Investor Deck
 
Social and mobile uproar
Social and mobile uproarSocial and mobile uproar
Social and mobile uproar
 
Social web and mobile uproar
Social web and mobile uproarSocial web and mobile uproar
Social web and mobile uproar
 
Retail Marketing Performance Management 2011
Retail Marketing Performance Management 2011Retail Marketing Performance Management 2011
Retail Marketing Performance Management 2011
 
Paul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer EngagementPaul Greenberg - Welcome to the Era of Customer Engagement
Paul Greenberg - Welcome to the Era of Customer Engagement
 
Cloudforce essentials dublin breakout session
Cloudforce essentials dublin breakout sessionCloudforce essentials dublin breakout session
Cloudforce essentials dublin breakout session
 
Accelerator YYC
Accelerator YYCAccelerator YYC
Accelerator YYC
 
Public Relations (PR) Measurement
Public Relations (PR) MeasurementPublic Relations (PR) Measurement
Public Relations (PR) Measurement
 
NL giffgaff presentation
NL giffgaff presentationNL giffgaff presentation
NL giffgaff presentation
 

Plus de ComBlu, Inc.

B2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy Forward
B2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy ForwardB2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy Forward
B2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy ForwardComBlu, Inc.
 
Speaker Presentation: Customer-Centricity: Content’s Silver Bullet
Speaker Presentation: Customer-Centricity: Content’s Silver BulletSpeaker Presentation: Customer-Centricity: Content’s Silver Bullet
Speaker Presentation: Customer-Centricity: Content’s Silver BulletComBlu, Inc.
 
Multiple Generations Further Complicate the B2B Buying Center
Multiple Generations Further Complicate the B2B Buying Center Multiple Generations Further Complicate the B2B Buying Center
Multiple Generations Further Complicate the B2B Buying Center ComBlu, Inc.
 
Experts in Content Strategy, Thought Leadership & Influencer Engagement
Experts in Content Strategy, Thought Leadership & Influencer Engagement Experts in Content Strategy, Thought Leadership & Influencer Engagement
Experts in Content Strategy, Thought Leadership & Influencer Engagement ComBlu, Inc.
 
Content Marketing and Social Business Overview
Content Marketing and Social Business OverviewContent Marketing and Social Business Overview
Content Marketing and Social Business OverviewComBlu, Inc.
 
Topic Modeling: Pave the Way for Your B2B Content Roadmap
Topic Modeling: Pave the Way for Your B2B Content RoadmapTopic Modeling: Pave the Way for Your B2B Content Roadmap
Topic Modeling: Pave the Way for Your B2B Content RoadmapComBlu, Inc.
 
Ten Steps to Building a Brand Publishing Center of Excellence
Ten Steps to Building a Brand Publishing Center of ExcellenceTen Steps to Building a Brand Publishing Center of Excellence
Ten Steps to Building a Brand Publishing Center of ExcellenceComBlu, Inc.
 
Speaker Presentation: Content Through the Eyes of the CMO
Speaker Presentation: Content Through the Eyes of the CMO Speaker Presentation: Content Through the Eyes of the CMO
Speaker Presentation: Content Through the Eyes of the CMO ComBlu, Inc.
 
Speaker Presentation: Content Innovation
Speaker Presentation: Content InnovationSpeaker Presentation: Content Innovation
Speaker Presentation: Content InnovationComBlu, Inc.
 
Content Maturity Model
Content Maturity ModelContent Maturity Model
Content Maturity ModelComBlu, Inc.
 
Power Of Brand Advocates
Power Of Brand AdvocatesPower Of Brand Advocates
Power Of Brand AdvocatesComBlu, Inc.
 
Top telecom case study
Top telecom case studyTop telecom case study
Top telecom case studyComBlu, Inc.
 
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013ComBlu, Inc.
 
ComBlu Cost Deflection
ComBlu Cost DeflectionComBlu Cost Deflection
ComBlu Cost DeflectionComBlu, Inc.
 
Content Along the B-to-B Decision Journey
Content Along the B-to-B Decision JourneyContent Along the B-to-B Decision Journey
Content Along the B-to-B Decision JourneyComBlu, Inc.
 
The Community Manager Certificate Program
The Community Manager Certificate ProgramThe Community Manager Certificate Program
The Community Manager Certificate ProgramComBlu, Inc.
 
Measuring the Impact of Social Engagement
Measuring the Impact of Social EngagementMeasuring the Impact of Social Engagement
Measuring the Impact of Social EngagementComBlu, Inc.
 
Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary ComBlu, Inc.
 
Measuring the Impact of Social Engagement
Measuring the Impact of Social EngagementMeasuring the Impact of Social Engagement
Measuring the Impact of Social EngagementComBlu, Inc.
 

Plus de ComBlu, Inc. (20)

B2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy Forward
B2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy ForwardB2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy Forward
B2B Personas: 5 DIY Hacks to Help Drive Your Content Strategy Forward
 
Speaker Presentation: Customer-Centricity: Content’s Silver Bullet
Speaker Presentation: Customer-Centricity: Content’s Silver BulletSpeaker Presentation: Customer-Centricity: Content’s Silver Bullet
Speaker Presentation: Customer-Centricity: Content’s Silver Bullet
 
Multiple Generations Further Complicate the B2B Buying Center
Multiple Generations Further Complicate the B2B Buying Center Multiple Generations Further Complicate the B2B Buying Center
Multiple Generations Further Complicate the B2B Buying Center
 
Experts in Content Strategy, Thought Leadership & Influencer Engagement
Experts in Content Strategy, Thought Leadership & Influencer Engagement Experts in Content Strategy, Thought Leadership & Influencer Engagement
Experts in Content Strategy, Thought Leadership & Influencer Engagement
 
Content Marketing and Social Business Overview
Content Marketing and Social Business OverviewContent Marketing and Social Business Overview
Content Marketing and Social Business Overview
 
Topic Modeling: Pave the Way for Your B2B Content Roadmap
Topic Modeling: Pave the Way for Your B2B Content RoadmapTopic Modeling: Pave the Way for Your B2B Content Roadmap
Topic Modeling: Pave the Way for Your B2B Content Roadmap
 
Ten Steps to Building a Brand Publishing Center of Excellence
Ten Steps to Building a Brand Publishing Center of ExcellenceTen Steps to Building a Brand Publishing Center of Excellence
Ten Steps to Building a Brand Publishing Center of Excellence
 
Speaker Presentation: Content Through the Eyes of the CMO
Speaker Presentation: Content Through the Eyes of the CMO Speaker Presentation: Content Through the Eyes of the CMO
Speaker Presentation: Content Through the Eyes of the CMO
 
Speaker Presentation: Content Innovation
Speaker Presentation: Content InnovationSpeaker Presentation: Content Innovation
Speaker Presentation: Content Innovation
 
Content Maturity Model
Content Maturity ModelContent Maturity Model
Content Maturity Model
 
Power Of Brand Advocates
Power Of Brand AdvocatesPower Of Brand Advocates
Power Of Brand Advocates
 
Case Study
Case StudyCase Study
Case Study
 
Top telecom case study
Top telecom case studyTop telecom case study
Top telecom case study
 
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
Speaker Presentation: Cisco Content Journey Case Study at WOMMA Summit 2013
 
ComBlu Cost Deflection
ComBlu Cost DeflectionComBlu Cost Deflection
ComBlu Cost Deflection
 
Content Along the B-to-B Decision Journey
Content Along the B-to-B Decision JourneyContent Along the B-to-B Decision Journey
Content Along the B-to-B Decision Journey
 
The Community Manager Certificate Program
The Community Manager Certificate ProgramThe Community Manager Certificate Program
The Community Manager Certificate Program
 
Measuring the Impact of Social Engagement
Measuring the Impact of Social EngagementMeasuring the Impact of Social Engagement
Measuring the Impact of Social Engagement
 
Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary
 
Measuring the Impact of Social Engagement
Measuring the Impact of Social EngagementMeasuring the Impact of Social Engagement
Measuring the Impact of Social Engagement
 

Dernier

MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 

Dernier (20)

Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 

State of Online Branded Communities Webinar

  • 1. State of Online Branded Communities Third Annual Study October 2011 Sponsored by ComBlu © COPYRIGHT 2011, COMBLU, LLC.
  • 2. Overall Report Stats • Three more industries – Enterprise Resource Planning (ERP) is net-new – Divided insurance and healthcare into sub- industries • 14 more companies than last year • Joined 10 more communities © COPYRIGHT 2011, COMBLU, LLC. 2
  • 3. Community Pillar Breakdown Community Breakdown by Pillar 200 180 75% = Advocacy 160 Number of communities 140 120 20% = Feedback 100 80 33% = Support 60 40 20 0 Advocacy Support Feedback Note: Many communities had multiple pillars, so sum will not equal the total number of communities. © COPYRIGHT 2011, COMBLU, LLC. 3
  • 4. Study Aha’s Surprises • No huge gains year over year in best practice adoption – Fundamental changes to study sample – Community management is a difficult skill set to find – High Performers (42 or more points) stayed flat at 33% • Content practices not as high as expected – Only two had over 90% adoption (featured content and content aggregation) – User reviews (most closely associated with VOC) dropped from 54% to 27% Good News • Engagement tools increased from 76% to 96% – Much better job of matching mission and engagement approach • Better sunsetting practices • Some brands are integrating gamification engines across multiple properties • More brands are incorporating multiple engagement pillars in community strategy © COPYRIGHT 2011, COMBLU, LLC. 4
  • 5. Missed Opportunities Rewards and Recognition: Up to 43% from 39% last year • NBC’s FanIt/My NBC Community is a great model of an integrated rewards platform across multiple NBC communities. • EA offers a traveling navigation bar that follows members cross-properties. • Some brands, such as P&G, align rewards to purchase, requiring consumers to enter a product code. While we believe P&G could also award “community points,” this method gets to ROI of driving purchase behavior. Mobile • Not yet on the study’s best practice list; started to note use of mobile to extend community beyond desktop. • 16%, or 40 of the 251 communities, we scored offered a mobile community app. © COPYRIGHT 2011, COMBLU, LLC. 5
  • 6. Missed Opportunities Recommendation Engines • Automated way to configure a combination of the consumer’s buying habits, product reviews and information from others with similar purchasing patterns to recommend other products that the person may enjoy or need. • Amazon uses a recommendation engine to recommend such diverse purchases as building supplies and baby clothes. – “People who bought this forklift strap also bought this two- person lifting dolly.” Advocates: • Still only 20% adoption rate © COPYRIGHT 2011, COMBLU, LLC. 6
  • 7. Brands That Get It: General Mills Good model for recruiting customer advocates • Pssst… and MyGetTogether stimulates product trial and story sharing • Lengthy registration and surveys capture deep profile info Outreach to members when new opportunities arise to try products or host get-together © COPYRIGHT 2011, COMBLU, LLC. 7
  • 8. Brands That Get It: General Mills (continued) • Good use of community with CSR • Interesting partnership with Merck and Care Members earn badges by getting informed about the charity through defined engagement activities Click-to-commit allows members to earn badges that translate into matched donations to a charity © COPYRIGHT 2011, COMBLU, LLC. 8
  • 9. Overall Classification Overall Classification 2010 2011 100% 90% 80% 70% 60% • Cohesive Strategy increased 50% 40% 30% from 33% to 41% 20% 10% • Majority of brands still in 0% Cohesive Strategy Experimentation Community Ghost Community Overload Town Experimentation Phase • Big drop in Community Average Score by Classification Ghost Towns 2010 2011 60 50 40 30 20 10 0 Cohesive Strategy Experimentation Community Overload Community Ghost Town © COPYRIGHT 2011, COMBLU, LLC. 9
  • 10. 2011 Top Performers • No brand = Highest scoring tier – Minimum score: 57 – Verizon just missed • 33% of brands in study are High Performers – All are Cohesive Strategy • Brands that fell off: – HP – Kimberly-Clark – AT&T – Activision • Three new brands on the list: – SAP (new to study) – Intel (new to study) – Xbox © COPYRIGHT 2011, COMBLU, LLC. 10
  • 11. 2011 Contenders • 19 brands = Contenders – Between 42 and 49 points • JetBlue Airways and Intuit also on most improved list • Technology and Gaming Industries had the most High Performers (42 to 56) and Contenders, followed by Entertainment and Retail Industries © COPYRIGHT 2011, COMBLU, LLC. 11
  • 12. 2011 Low Scorers Brand Name Brand Score Eli Lilly 22 Walmart 20 • 8 of 10 of the lowest scorers GlaxoSmithKline 20 were in the healthcare space Novartis 20 Honda 19 • Most are either Community Johnson & Johnson 18 Ghost Towns or (OTC) Experimentation Phase Bayer 14 Novartis (OTC) 13 Merck 13 Aetna 7 © COPYRIGHT 2011, COMBLU, LLC. 12
  • 13. Most Improved Brands Brand Name Current Brand Score Previous Brand Score Change Home Depot 41 18 23 Pfizer 26 8 18 JetBlue 44 27 17 Intuit 46 31 15 Walgreens 35 20 15 © COPYRIGHT 2011, COMBLU, LLC. 13
  • 14. © COPYRIGHT 2011, COMBLU, LLC. aggregation engagement • Good news, too: of preference – Jump in content missed opportunity • User reviews and user- – Mission appropriate – Personal dashboards – Studies show that CM a few points since last year: nosedive from 54% to 27%: – One of biggest stimulants increases engagement; still • Community manager (CM) lost generated content (UGC) took 0% 10% 20% 30% 40% 50% 70% 80% 90% 100% 60% New/Featured Content Mission Appropriate Engagement 14 Content Aggregation Easy Navigation User Profiles Rich Media Average Best Practice Use Overall Faceted Search Share Features Integrated with Social Media Comments Site Stats Content Rating/Ranking Avatar Welcome/Getting Started Personal Dashboard 2010 Blogs (comments) Social Bookmarking Polling/Feedback 2011 Forums Community Manager Content Tagging Social Networking Rewards/Recognition Leader Board, Member Spotlight Campaigns/Contests Content Customization Average Best Practice Use Overall Emoticons Offline Engagement User Reviews/Content Mobile App Advocate or ExpertsProgram Tool bars or Custom Widgets Wikis
  • 15. Best Practice Use by Top Scorers • Only seven best practices (BPs) ≤ 74% adoption rate Best Practice Use by Top Scorers SAP Bravo • Advocates adoption is higher than EA entire sample (53% vs. 20%), still Intel potential Verizon 100% 90% • Low rate (42%) of contests and 80% campaigns may mean more meaningful 70% interaction 60% 50% • Content aggregation = 95% vs. only 40% 32% among last year’s top five. 30% Important activity for decision 20% journey; other content practices also 10% had high usage: 0% – New/featured content – Personal dashboard – Content rating/ranking – Content tagging – Content customization – Faceted search © COPYRIGHT 2011, COMBLU, LLC. 15
  • 16. Brands That Get It: EA Tied With SAP as Second Highest Scorer Overall Personalizes experience and offers SSO Fun and captivating engagement (e.g., leaderboards, avatars, videos, etc.) © COPYRIGHT 2011, COMBLU, LLC. 16
  • 17. Brands That Get It: EA (continued) Surfaces appropriate Offers sub- forums on game- portals for specific pages and game types offers such as sports centralized, searcha ble hub for all forums © COPYRIGHT 2011, COMBLU, LLC. 17
  • 18. Best Practice Adoption by Pillar Best Practice Adoption Rate • 20% are Feedback by Pillar: Feedback communities 100% 90% • Important BPs for 80% 70% feedback: 60% – Polling 50% 40% – Rating/ranking 30% – Forums 20% – Leaderboards 10% 0% – Personal dashboard © COPYRIGHT 2011, COMBLU, LLC. 18
  • 19. Brands That Get It: Starbucks zz Leaderboards Personal zz Forums zz dashboard Polling zz zz Rating/ranking © COPYRIGHT 2011, COMBLU, LLC. 19
  • 20. Best Practice Adoption by Pillar • Support = 33% of communities Best Practice Adoption Rate by Pillar: Support • 46% = Advocates; big 100% 90% miss for support 80% 70% 60% • Rewards and 50% 40% recognition and 30% leaderboards both low 20% 10% for support 0% • 76% = Content rating; critical for support experience © COPYRIGHT 2011, COMBLU, LLC. 20
  • 21. Brands That Get It: Verizon Highest Score VZW offers rich engagement through Overall = 55 Verizon Insiders and has advocate corps as product testers Centralized engagement approach: All three pillars of community © COPYRIGHT 2011, COMBLU, LLC. 21
  • 22. Brands That Get It: Verizon (continued) User Profile (top) Support Communities = Core Strategy User Profile (bottom) 2 1 6 5 3 1• Detailed user profile tracks recent member activity and Kudos 1 2• Displays member stats and badges earned 2 3• Rollover feature allows members to easily view other members’ profile stats 3 4 4• Shows member’s friends and their availability (offline/online) 4 5• Displays member’s tagged content 5 6• Member’s recent posts and messages are linked to the original discussion 6 © COPYRIGHT 2011, COMBLU, LLC.
  • 23. Brands That Get It: Verizon (continued) Forum Forum Sidebar (top) Forum Sidebar (bottom) 1 2 3 1• Active forums with thousands of views 2 • Live Twitter stream shows Verizon support team actively responds to questions 3 • Top Taggers leaderboard, top Kudoed posts and recent solutions to member issues © COPYRIGHT 2011, COMBLU, LLC.
  • 24. Best Practice Adoption by Pillar 75% = Advocacy communities Some best practices that drive Best Practice Adoption Rate by Pillar: Advocacy affinity showed low adoption rates: • Community manager was the 100% lowest in this pillar at 43% 90% • Leaderboards and rewards and 80% 70% recognition were also the 60% lowest in this pillar; both 50% 40% practices are high return 30% motivators and 20% could help boost longer-term 10% 0% engagement • Content customization was also very low; the ability to self- curate the members’ community experience impacts time spent in the community and return visits © COPYRIGHT 2011, COMBLU, LLC. 24
  • 25. Brands That Get It: Bravo Home Page Millionaire Matchmaker Top Chef Just Desserts • Ritualized experiences: • Single login • Each show has its own page that offers • Integration – Common ways to • One gateway to every show visitors consistent engagement across multiple engage cross-property on Bravo tools, setup, rich media and navigation social assets © COPYRIGHT 2011, COMBLU, LLC. 25
  • 26. Brands That Get It: Bravo (continued) • “Talk Without Pity” tab aggregates all Twitter conversations about a specific show • “Get-Glue” functionality via Twitter – Check in while watching shows – Live chat with other viewers Multiple screen engagement © COPYRIGHT 2011, COMBLU, LLC. 26
  • 27. Activity Levels Overall Activity Levels • This year, activity levels— 2011 high, medium and low—vs. only 100% high and low in previous studies: 90% – Captured more nuanced view of community activity 80% 70% • In addition, we changed how the 60% score was calculated to reflect a 50% more accurate overall brand score 40% for activity level 30% 20% • As a result, this data point is not 10% compared to 2010 data 0% High Medium Low NOTE: 2010 data not shown because “medium” designation did not exist in 2010. © COPYRIGHT 2011, COMBLU, LLC. 27
  • 28. Percent of Communities with High, Medium, Low Activity by Industry – 2011 • Telecommunications and Entertainment Industries both High Medium Low consistently had high 100% 90% activity levels 80% 70% 60% 50% 40% 30% • High activity in Health 20% 10% Insurance industry 0% was surprise: – Wellness education and policy support • Travel and Hospitality Industry also high © COPYRIGHT 2011, COMBLU, LLC. 28
  • 29. Social Media Integration Overall Social Media Integration Most are simply streaming 2010 2011 Facebook and Twitter: 100% • Few are integrating 90% engagement cross-channel 80% • Distinct engagement 70% 60% approaches without any 50% reference to community 40% strategy 30% • Few are integrating with 20% YouTube, LinkedIn or 10% SlideShare 0% Integrated Not Integrated © COPYRIGHT 2011, COMBLU, LLC. 29
  • 30. Social Media Integration by Industry Social Media Integration by Industry 2010 2011 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma. © COPYRIGHT 2011, COMBLU, LLC. 30
  • 31. Average Scores by Industry Scores by Industry Gaming and 2010 2011 Telecommunications is highest 60 scoring: 50 • Both are early adopters of 40 community 30 • Gaming = Advocacy and 20 Support 10 • Telecommunications = 0 Primarily Support Lowest scorers are highly regulated industries Thresholds 0-41 low/red 42-56 high/green 57+ best/black NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma. © COPYRIGHT 2011, COMBLU, LLC. 31
  • 32. Are You Interested In… • Learning more about community best practices? • Getting a customized best practice review? • Finding out how ComBlu can turn your communities into High Performers? We’d love to talk! Steve Hershberger Kevin Lynch ComBlu ComBlu sthersh@comblu.com klynch@comblu.com 312-649-1687 312-649-1687 You can also check out: • Our website: www.comblu.com • Our blog: www.comblu.com/blogs/Lumenatti • Twitter: @ComBlu K:Thought leadershipCB Research Projects2011 StudyMarketing MaterialsWebinar deck (PPTminimizer).pptx © COPYRIGHT 2011, COMBLU, LLC. 33

Notes de l'éditeur

  1. Good model for recruiting customer advocatesPssst… and MyGetTogether stimulates product trial and story sharingLengthy registration captures deep profile infoOutreach to members when new opportunities arise to try products or host a get-together
  2. Good use of community with CSR; Interesting partnership with Merck and CareClick-to-comment allows members to earn badges that translate into matched donations to a charity;Members earn badges by getting informed about the charity through defined engagement activities;Missed opportunity: Join My Village app and promotion of initiative on product packaging
  3. Tied with SAP as second highest scorerFun and captivating engagement; Personalizes experiences and offers SSOOffers sub-portals for game types such as sports; Surfaces appropriate forums on game-specific pages and offers centralized, searchable hub for all forums Wish List: Featuring high performers as SMEs or guest bloggers; allowing more interaction on brand-sponsored blogs
  4. Highest score overallCentralized engagement approach: All three pillars of communitySupport communities = Core strategyTag and organize contentReturn most highly rated first in search resultsTap high performers as SMEs and community leadersIntegrate content from Twitter and other social platformsGood use of reputation managementVZW offers rich engagement through Verizon Insiders and has advocate corps as product testers
  5. Verizon has a cohesive approach to handling support issues for its products and services through a single support community.It uses many best practices to organize and engage both community members who are actively engaged as a peer-to-peer support team and customers who are seeking resolution to issues or to better learn how to use their mobile products..Verizon integrates rewards and recognition throughout its community and tightly integrates with social media.Call-out 5: The personal tag cloud is another great way to let the member bookmark and find content that is important to them.I want to point out call-out 6 on this slide, which shows a great way to organize multiple forms of engagement from across the community in a single place for a single topic.
  6. Keeping content organized is a highly valued activity in this and other Support communities. This is a herculean task and rewarding and recognizing community members who perform this role is very important and makes community management easier and more efficient.Also pointing out highly rated content through the Kudoed posts optimizes member experienceShowing the Support Twitter stream in the community also serves an important function: Typically people use social media when they are frustrated or trying to escalate a support issue. These issues are shared with the community, who can then address them as appropriate.
  7. Multiple screen engagementRitualized experiences:Common ways to engage cross-propertyIntegration across multiple social assets“Get-Glue” functionalityCheck in while watching showsLive chat with other viewers“Talk Without Pity” tab aggregates all Twitter conversations about a specific showLots of ways to customize experienceWish List: Better gamification engine