20 09 How do you connect?

Webinar: Managing Online Communities July 28, 2009

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Imagination Publishing   Founded in 1994, Chicago-based

  55 full-time custom media and integrated marketing communications professionals

  Award-winning, account-dedicated editors and designers

  Turnkey services, print & digital media, community engagement, advertising sales, marketing, production & channel distribution experts, translations

  Original, never re-purposed editorial

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Imagination Publishing works with clients to develop powerful content that helps them connect with their audience at a deeper level:

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AGP (a division of Imagination) works with associations to develop powerful content that helps them connect with their members at a deeper level:

Print

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Digital

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Social Media Case Studies

  Library Usage Campaign

  Twitter/Facebook   External Seeding

  Social Media Strategy

  Content Distribution   Twitter/Facebook   Best Practices

Consultants   Small Business Campaigns

  External Listening/Seeding

  PPC Campaigns

  Two Blogs   External Seeding   External Listening   Brand Management

  Community Management for Pillsbury & Betty Crocker

  External Listening   External Seeding   Twitter/Facebook/Flickr

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Associations & Community

  #1 Reason to join: NETWORKING!

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Source: Gary Hayes & Laurel Papworth 2006

Social Media Landscape

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Why Manage a Community

  No activity without activity

  Need to listen and respond

  Liability

  User-generated content

  Priorities and resources

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  Practice “Power Friending”

  Be where your members are

  Join the conversation

  Add value

  Turn the bull horn toward you

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Be Social

What & Why

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Content

Reach

Distribution

Engagement Strategy

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ROI Awareness

Sample Engagement Strategy – Content

Outreach/AcquisitionSocialMediaMarketing

Blogging&Microblogging

Events Find,Follow,Listen,Learn,Engage

ViralAwarenessGuest/Featured

BloggersWeb2.0Features

(RatingsandComments)

SEO&LinkBuilding

SocialMediaProfiles

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  Content buckets

  Extensions, Exclusives and Expansions to populate

digital properties

  Content and media types: text, rich media, audio, video

  Calls for user-generated content

  Frequency and timing

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Content Plan

Best Practices

  Content: Use high quality, targeted content that is varied and interesting to add value, engage users and create a connection between them and the brand.

  Frequency: Establish a good frequency of updates, (too many = noise, too few = forgotten), with a casual yet informative tone that engages your core audience with content.

  Integration: Leverage the traffic from multiple channels by connecting multiple social platforms and a hub from the website to help funnel consumers throughout the network.

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  Push/Pull with print, digital and event content

  Consistent blogs/microblogs for timeliness and

immediacy

  User personas and user paths

  Seed, moderate and generate conversations

  Content tagging and linkbacks

  Rewrite/edit existing content for maximum SEO

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Marketing & Distribution Plan

Sample Engagement Strategy – Distribution

PushDistribution

Email Conferences&VirtualEvents

Blogging&Microblogging

ContentSeeding&Syndication

SocialMediaMarketing

PullDistributionCommunity Events&

VirtualEventsBlogging&

MicrobloggingSEO&

LinkBuildingSocialMediaMarketing

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ManagingtheChangeTargetedprint

mailing,invitationtonewwebsite

TargetedEmailinvitation

InternalMarketingandCommunication

PressReleases SocialMediaMarketing

Community Best Practices

  Develop a Plan Frequency, Requirements, Content types,

Success measures

  Prepare Organization Communicate, Set policies, Rapid

response planning

  Integrate Leverage multi-channel content to drive activity,

align messaging

  Identify Key Influencers Recruit members, evangelists

  Grow & Maintain Engage community, Extend reach

  Gather, Report & Act Information, Trends, Feedback

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Outcomes

  More activity

  Responsiveness

  SMM goals

  Member benefit goals

  Member intelligence

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Qualitative   Measure reputation, conversations, customer relationships   Benchmarks:

–  What is our product/industry social involvement? –  How are we currently talked about? Versus our competitors?

  Measure Change: –  Appearing new places, in new ways? –  Moved from monologue to a meaningful dialogue with

customers?   Find, follow, listen, learn and engage

Quantitative   Measure traffic, sales or SEO ranking   Membership, participation and engagement   Reach, response, brand awareness

Measuring Success

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Success Measures Awareness Metrics   Log ins   Visits and visitors   Social network mentions, views, seeding   Content share, print and bookmarks

Engagement Metrics   Comments/discussions   Site duration   Downloads/postings   Searches

Value Metrics   Business intelligence   Memberships   Event sign-ups

ContentReachEmail Print/Download RSS&Social

BookmarksEventRegistrations

SiteMetricsVisits/Visitors SiteDuration Trending ContentViews

Sample ROI & Measurement

23 UserEngagementEmailQuestions&

RequestsComments&Ratings

CommunityInvolvement

Polls&Surveys

BusinessIntelligenceUser‐generated

ContentSocialMediaMonitoring CommunityActivity BrandValue

&Equity

Management Imperatives

  Transformation to a bottom-up culture requires support from the top

  The best uses come from users—but they need help to scale

  What’s in the workflow is what gets used   Appeal to participants’ egos and needs   The right solution comes from the right participants   Balance the top-down and self-management of risk   Leverage partnerships to extend reach, share content

and drive conversation

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How do you connect?

Rebecca Rolfes EVP, Association Growth Partners (a division of Imagination Publishing) 600 West Fulton Street, Suite 600 Chicago, IL 60661 (312) 887-1000 ext. 113 rrolfes@imaginepub.com