Community Building Strategies for the Web

January 21, 2010

AGENDA

• Discuss and understand social networking behavior

and how people make decisions. [Set the Stage]

• Review the strategic framework for Social Media [4 ways]

• Expand on the framework with an emphasis

on community building [Content]

• Discuss a case, outcomes, analytics, and ROI

SOCIAL NETWORKING DEFINED

In our professional and personal lives, we consult with people we trust in order to lower the

risk in making a bad decision.

We use technical and trust and admiration networks to do this.

Social Media has only amplified this behavior.

– Access to opinion leaders/experts – LinkedIn answers

– Search - anonymous researcher -Database of intentions

– Communities have formed – followers, friends, fans

SOCIAL MEDIA FRAMEWORK

Strategic Decision Framework

Can I leverage and empower existing communities?

Can I build and grow my own community?

Can I accelerate the distribution of my message?

Can I perform market research and sentiment research?

STRATEGY

Who has a Facebook business Page? [Goals]

It’s easy to focus on the tools, but without an understanding of

audience and their buying behavior, you can’t develop a social

strategy.

Behavior StrategyTacticsTools

COMMUNITY BUILDING FRAMEWORK

1. Do you have existing drive to web tactics in place?[Email, Search, Display]

2. Does your content satisfy the following:

-Does it have transactional value? [Coupon, Gift Certificate, Promo Code]

- Is it valuable?[Information for Daily Life]

-Is it entertaining or fun?[American Idol - Pants on the Ground]

COMMUNITY BUILDING FRAMEWORK

3. Do you have a publishing schedule that is consistent and can you stick to it?

4. Do you have the right person in place to manage these activities?

-Someone that uses the tools personally-Understands the needs of the community-Interacts with the community in an open and transparent environment [Sociable]

COMMUNITY BUILDING

If you are missing one of these four things:

1. Drive-to-Web tactics [Research]2. Content that is transactional, valuable,

entertaining, or trend setting3. Editorial and/or publishing calendar4. The right community manager

CASE STUDY

Rose Associates, Inc.

The firm operates throughout the East Coast as the developer and manager of more than 30 million square feet of major office towers, commercial retail centers, mixed-use complexes and high-rise residential buildings. Rose Associates, Inc. was founded in 1928.

RoseNYC is a free, easy to use source for no-fee apartments in New York managed by one of New York’s oldest and most respected management companies representing prime landlords throughout the city.

CASE STUDY

RoseNYC

What Did We Do?

1. The client wanted to build a community around people looking for no fee apartments in New York City. [Value Prop]

2. Getting an APT in New York City is high risk and expensive. [Difficult]

3. This is the perfect environment for social networking behavior.

CASE STUDY

RoseNYC Case Study

THE FRAMEWORK APPLIED

1. Drive-to-Web tactics [Access to Data, Messaging, etc]-SEM Data gave us insight into keywords

-We used messaging that was already in use and amplified it using Facebook ads

2. Content that is transactional, entertaining, or trend setting- “Motivation is what gets you started. Habit is what keeps you going.” - “New waterfront loft rentals. View photos, floor plans and available apartments at http://rosenyc.com/No-Fee-Rental/184-Kent.aspx”

3. Publishing Schedule- 30 day editorial calendar [Takes the thinking out of it]

4. The right community manager-Primary publisher, routine updates [Top Priority]-Interacting with the fans via inquiries [ex, “i’m looking for…]-Part of community building workflow

OUTCOMES & ROI

1. 2684 fans have joined the page since it launched August 2009.

2. 270+ Posts

3. 123 Comments

4. 176 Likes

Over 20 apartments were leased. [$3000 Rent]1 condominium in Brooklyn was sold

RoseNYC

SOME TAKEAWAYS

1. Companies aren’t social. People are.

2. Don’t confuse community building with campaigns.

3. Campaigns have start and end dates.

4. Community building is an ongoing practice.

QUESTIONS

Questions?

THANK YOU

Page SandsDirector of Web Strategy psands@r2integrated.com