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Engaging Online:Best Practices For PR and Marketing

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by Vanessa DiMauro. This presentation offers best practices for marketing and PR to engage online community and social media

Publié dans : Business, Technologie
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Engaging Online:Best Practices For PR and Marketing

  1. 1. LIVING LARGE: Creating Online Communities for Collaboration & Commerce  Vanessa DiMauro CEO Leader Networks www.leadernetworks.com [email_address]
  2. 2. The New Communications Challenge <ul><li>Social media is not well understood – new demands are being placed on communications… </li></ul><ul><li>Why is no one blogging about my company? Can you promote my company to these 500 bloggers? </li></ul><ul><li>OH NO! someone is blogging about my company! </li></ul><ul><ul><li>I need online crisis management </li></ul></ul><ul><li>A client asked me to “get him one of those online communities.” </li></ul><ul><li>“ We need a myspace/facebook account” </li></ul><ul><li>Wikipedia has wrong/bad/no info about my company – can you fix it? </li></ul><ul><li>Can you do some Web 2.0 marketing because we have no budget? </li></ul>
  3. 3. The Puzzle of Now <ul><li>PR [and Marketing] professionals face the challenge of regaining credibility for themselves and for their clients. The old, reliable media processes no longer are effective. At the very least, they are not enough. You don’t see a lot of people reading press releases on YouTube. …Two challenges are particularly severe. First, what’s the role for intermediaries in the disintermediated world of the Web? Second, who’s going to believe paid partisans when we can now talk with other customers like us? </li></ul><ul><li>-- David Weinberger 2007 </li></ul>
  4. 4. There is a Need For Understanding
  5. 5. These Were the Best of Times, These Were the Worst of Times <ul><ul><li>Good intentions gone bad </li></ul></ul><ul><ul><ul><li>Loctite & the ballpoint pen </li></ul></ul></ul><ul><ul><li>Bad intentions got caught </li></ul></ul><ul><ul><ul><li>WholeFoods vs. Wild Oats </li></ul></ul></ul><ul><ul><li>Hurray for the longtail + social media! </li></ul></ul><ul><ul><ul><li>Microbrews, specialty products, travel sites, consumer health </li></ul></ul></ul>
  6. 6. Online Communities are The Centerfold of Social Media <ul><li>Online communities are the centerfold of social media because they bring together all social media efforts into a thriving organic ecosystem of collaboration </li></ul><ul><li>Processes : Digital Marketing, Online Customer Care, E-Marketplace, Net Promoter (NP score) </li></ul><ul><li>Tools : Blogs, WiKis, Polls, Ranking, Social Networks, Podcasting and Webcasting, Mashups, forums </li></ul>
  7. 7. What are Online Communities? <ul><li>What is an online community? </li></ul><ul><ul><li>Any group of people who purposefully use telecommunications to discussion issues, questions, solve problems, share information, develop trust and communicate with a degree of frequency. (DiMauro and Gal, 1992) </li></ul></ul><ul><ul><li>FAST FACT: Online community can take place in a discussion forum, a wiki, a social network, through a blog, and over e-mail </li></ul></ul>
  8. 8. Three General Models of Online Community Small gated Public Hybrid Select, narrow target audience Acceptance criteria Protected dialog Managed topical agenda Sponsor supported Open call, all interested Member directed Public forum Big bang Ad generated support Tiered membership Consensus/Trend driven Public forum w/ private area Thought leadership (responsive) Hybrid Revenues
  9. 9. Typical Community Programs <ul><li>Member-Generated Content </li></ul><ul><li>Profiles / home pages </li></ul><ul><li>Product ratings </li></ul><ul><li>Product reviews </li></ul><ul><li>Interviews and high-value content creation </li></ul><ul><li>Member-To-Member Interaction </li></ul><ul><li>Discussion Forums </li></ul><ul><li>Blogs, Wikis and social media entries </li></ul><ul><li>Member created podcasts </li></ul><ul><li>Phone calls </li></ul><ul><li>Events </li></ul><ul><li>Guest events </li></ul><ul><li>Expert Seminars </li></ul><ul><li>Virtual meetings / Trade Shows </li></ul><ul><li>Outreach </li></ul><ul><li>Newsletters </li></ul><ul><li>Volunteer / Leader programs </li></ul><ul><li>Polls / surveys </li></ul><ul><li>Driving Participation: Discussion group management and facilitation. (Only 10% of membership will participate in discussion groups) </li></ul><ul><li>Driving Conversion : All other site interaction. IE: polls / surveys, answering specific questions, rating content, participating in events…etc </li></ul>
  10. 10. Online Communities are Good Business <ul><li>Attract new and different audience/clients/prospects/users </li></ul><ul><li>Shorten product development cycles </li></ul><ul><li>Get the message right the first time! </li></ul><ul><li>Build trust relationships with clients </li></ul><ul><li>Yield two-sided competitive analysis </li></ul><ul><li>Learn what your customers are talking about </li></ul><ul><li>When was the last time you were able to talk to 2,000 of your clients? </li></ul>
  11. 11. Community Business Model in Action 1. Member has an idea 2. Member seeks advice 3. Member evaluates options 4. Member builds plan & budget 5. Member makes purchase Goes to discussions or content Buys research or advisory service Joins buying pack Leverages discounts Orders from partners Create value get benefit
  12. 12. What is different about social media engagement?… (*Not* everything) <ul><li>Ownership and power </li></ul><ul><ul><li>Freelance journalists, bloggers, consumers, Citizen Journalism </li></ul></ul><ul><li>Costs </li></ul><ul><ul><li>Monitoring and outreach mainly manual and expensive </li></ul></ul><ul><li>Demographics </li></ul><ul><ul><li>Traditionally overlooked constituents now have a voice </li></ul></ul><ul><li>New rules of engagements </li></ul><ul><ul><li>New ethics and codes of conduct </li></ul></ul><ul><ul><li>O’Reily Blogger Rules </li></ul></ul><ul><li>Changing roles for PR and Marketing </li></ul><ul><ul><li>New responsibility & need to innovate </li></ul></ul>
  13. 13. A Key Question <ul><li>Do you want to start the conversation with a formalized community plan or join the conversation of ongoing efforts? </li></ul><ul><ul><li>Too often companies think they need to build or create in order to participate </li></ul></ul><ul><ul><li>There are many ways to leverage social media </li></ul></ul><ul><ul><li>The social media model must fit the goals, resources, and needs </li></ul></ul>
  14. 14. Build: Community Creation Cycle <ul><ul><li>Create Vision </li></ul></ul><ul><ul><li>Target & Segment Audience </li></ul></ul><ul><ul><li>Query Potential Members </li></ul></ul><ul><ul><li>Build Value Proposition </li></ul></ul><ul><ul><li>Architect Business Value Justification & Measurements </li></ul></ul><ul><ul><li>Benchmark Competition & Best of Breed </li></ul></ul><ul><ul><li>Determine Brand Positioning </li></ul></ul><ul><ul><li>Design Features & Functionality </li></ul></ul>
  15. 15. Participate: Practical Examples <ul><li>Quarterly blogger cadre program </li></ul><ul><li>Find relevant online communities and be a participatory sponsor </li></ul><ul><ul><li>Not just banner ads but join the conversation long-term </li></ul></ul><ul><li>Use interactive media on website to create a community </li></ul><ul><li>Launch a customer care forum online/extend in-person events to 24X7 </li></ul><ul><li>Enter new market segments through interactive media </li></ul><ul><ul><li>BigCo does SMB </li></ul></ul><ul><li>WOMM program to serve sponsors and users </li></ul><ul><li>Use More UGC </li></ul>
  16. 16. Confidential
  17. 17. Managing (client/company) Expectations <ul><li>Online Community takes time </li></ul><ul><ul><li>Roadmaps and process exposure is key </li></ul></ul><ul><li>Online Community takes planning </li></ul><ul><ul><li>Clients need to know where they want to go </li></ul></ul><ul><li>Online Community takes effort </li></ul><ul><ul><li>Executives and key spokespeople need to be more involved than with traditional PR and Marketing </li></ul></ul><ul><li>Online Community is less structured </li></ul><ul><ul><li>Embrace serendipity </li></ul></ul><ul><li>Online Community outcomes CAN be measured </li></ul><ul><ul><li>Buzzmetrics, ROI, customer retention, revenue generation, cross-sell/up sell, competitive information value, new client acquisition </li></ul></ul>
  18. 18. Top 10 Rules of Online Community Engagement <ul><li>1) No gaming, no scheming, no fake people </li></ul><ul><li>2) No one-night stands (cultivate relationships) </li></ul><ul><li>3) Observe, enculturate then act </li></ul><ul><li>4) Be responsive and brave </li></ul><ul><li>5) Be trustworthy and aware </li></ul><ul><li>6) No tools for the sake of tools </li></ul><ul><li>7) No blog litter </li></ul><ul><li>8) Thought leadership over marketing </li></ul><ul><li>9) Return what you learn </li></ul><ul><li>10) Match plans with metrics </li></ul>
  19. 19. Guiding Principals for Community Programs <ul><li>It is important to integrate interactivity into the traditional PR and Marcomm model </li></ul><ul><ul><li>Companies need to examine how to bring interactivity into their business models in ways that serve the business and the customer goals alike. </li></ul></ul><ul><ul><li>People’s expectations are changing.. They no longer want to be passive recipients of information and experiences. </li></ul></ul><ul><li>The human process & trust factor can not be overlooked </li></ul><ul><ul><li>What works in the face world will work in an online environment </li></ul></ul><ul><ul><li>Need clear definition about what are the behaviors the business wants to support before launching a tool to support it. </li></ul></ul>
  20. 20. Confidential THANK YOU! Vanessa DiMauro President, Leader Networks 617-484-0778 [email_address]