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How to create, develop and evolve a social media presence to increase collaboration, drive awareness and improve customer loyalty. Understand how online communities can revolutionise the way in which you connect with your intended audience; and see how you can help your ‘audience’ participate in a meaningful conversation, designed to drive awareness and improve loyalty. If you want to advance your marketing and customer service strategies, bringing them into the 21st century, then creating and fostering an online community can be the most powerful – not to mention the most cost effective – marketing tool available to you. Presented by EPiServer expert Andreas Stjernström, this presentation provides an introduction to online community development, targeted at: - Organisations that are currently creating or looking to create or sponsor an online community - Agencies that want to offer their customers options for taking advantage of social media - Marketers and communicators who are looking for new ways to communicate their organisation’s value proposition
Citation preview
Community from a business perspective
Andreas Stjernström
The online community wave is here to stay
2
?
Agenda
» About EPiServer
» Communities from a business perspective
» Success cases
3
About EPiServer
» Probably the world’s fastest growing platform for web publishing and
information management for midsized to large enterprises and public
organisations
» Founded in 1994
» +90 employees up from 26 employees 24-months ago
» Headquarters in Stockholm, Sweden
» Own offices in Sweden, Norway, UK, Denmark, Finland, the Netherlands,
South Africa and a development office in the Ukraine
» Revenue :
» 80% from software
» 20% from hosting services for EPiServer customers
4
What Is an Online Community?
5
» A digital meeting place where the target group has at least one common interest
» A digital meeting place where unique values are created through interactive communication
» A digital meeting place with no limitation in terms of time or place
500 000active members
Community vs. Web Site
» A community has more editors = numbers of members
» A community has a higher degree of personalisation
» A community has more dynamic information
» A community has more page views per time unit and
per visit
» A community has many tools for communication
between all participants independent of time and place
6
The Value Creators of Internet
» Enthusiasts
7
1995 2000 2008
Visitors Visitors Visitors
Visitors Visitors Visitors Members
» Companies » Visitors
Where Do the Users Find Information?
8
1
2
3
1
2
3
Wikipedia
Wikipedia
Bloggar.se (Blog)
Who Has Control of a Brand?
9
» ”The consumer” chosen as the advertising agency of
the year by Advertising Age
» Experiment with
Mentos and Coca-
Cola that was
distributed in
communities
increased Mentos
sales by15%!
Keys to Success with Online Community
» Offer different types of communication tools
10
One to Group
Keys to succeed with Online Community
» Offer different types of communication tools
11
”Creators”
”Contributors”
”Lurkers”
5%
20%
75%
Business Value from Online Communities
12
Collaboration Promotion & Marketing
Business Value from Online Communities
13
Collaboration Promotion & Marketing
From a Community Member
» ”The knowledge of 32,815 members is enormous. If
nobody has been able to answer my question, the
answer is mostly obtained in the forums or the clubs
at Shortcut. This is what I call aggregated
competence…”
14
Members Help Each Other
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» 9 replies with tips and
recommendations within 3 hours
Example – Social Democratic Party
16
Only for members of the party
Networking and members search
File sharing
Collaboration through groups
Discussion forums
Integrated Web mail functionality
Business Value from Online Communities
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Collaboration Promotion & Marketing
“Pinpointed” Communication
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CLUBS / GROUPS
OUTDOOR
TV & RADIO
NEWSPAPER
MAGAZINES
NEWS E-MAIL
SEO
DIRECT MARKETING
INTERNET BANNERS
TA
RG
ET
S
Internet
EPiSERVER COMMUNITY
“Pinpointed” Communication
19
FILTER
» Demographic
» Interest
» Status
» Club
» Geographic
”Women in London 25-30 years old
interested in sailing without children
with many friends that like to travel
and is currently at home”
» Category
» Activities
» Friends
» Etc.
Hi Anna!
Do you also want to somewhere warm and
sunny after a long winter? As a member we
now offer you and a friend a special price on a
trip to Barcelona and to check out the start of
Volvo Ocean Race.
Click here to receive your special offer or read
the blog entries from last year.
NEW MESSAGE
Community Members Are Worth More
» 2 x as loyal compared to anonymous visitors
» 4 x more revenue compared to anonymous visitors
» And with a lower contact cost
20
- One-third of all users
but two-thirds of sales
Users of community features
represent about one third of all
visitors to the leading e-tailing
sites studied but generate two-
thirds of their sales.
- Users of community
features are twice as loyal
We found that the more a
person uses the community
features of a site, the more that
person tends to visit it and to
make purchases there.
Source: McKinsey – The case for on-line communities
Example – Community of Sweden
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Community to market Sweden
Activities after 4 months:
Over 40 nationalities
More than 8000 pictures uploaded
Over 500 travel stories posted
EPiServer Community 3
» Platform to create communities
- Efficient
- Flexible
- Reliable
» Powerful administration system
» Out of the box Template Community
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EPiServer Community 3 – Function Library
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My Page
Forum
Clubs/Groups
Blog
Image Gallery
Video Gallery
Rating
Expert
Webmail
Moblog
Chat
Direct Message
Tags
Calender
EPiServer Community 3 - Administration
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Success Cases
Communityofsweden
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Marketplace of Sweden
All content created by members
Still in Beta phase
Approx 4000 members without any
marketing or PR
Use EPiServer Community functionality
creatively such as categorising all
content in seasons (spring , summer etc)
Also very creatively using of tagging
functionality, geo tags, descriptive tags
on all content .
Adidas
27
Running Community in Nordics,
Baltic Countries
50 000 new members in 10 months
Most successful online campaign
30 % of traffic in store from
Community (Compared to 3-4 % in
other campaigns)
Resdagboken – (Travel Diary)
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» 226 000 members
» Approx. 20 000 ongoing trips
» 80 million page views/month
» 5-600 000 uploaded
pictures/month
» 12,5 million images
» 20% of traffic in online store
The National Board of Housing, Building and Planning
» Government
authority
» A Community for
people working
with one specific
law
» Complex law
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Stockholm School of Business
» Approx. 3000 members
» High percentage online
» Started by the students
» Information exchange
30
The Council for Negotiation and Co-operation
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» Joint organisation of 26
affiliated unions
» Representing 700 000
salaried employees
Cancerfonden
32
”Sosserian” – Largest Political Party
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100 000 active
members
Existing Intranet
Added Community
Layer
LO – Labour Union
» 300 000 members
» Users decides the
agenda for next
yearly meeting
» Users get more
involved
34
HMV
» Community for music
and movies
» Artists, albums,
singles, DVDs
» Users create content
and connections
» Direct link to online
store
35
Motorcyclenews
240 000 members
32 000 pictures
279622 comments
on 53308 topics
Rate My Bike
Todaysgolfer
37
160 000 members
32 000 pictures
9 200 comments on
8 500 topics
Rate My Swing
Kattsajten (Cat Community)
38
Community within web site of Swedish most
popular weekly magazine
Community for cat people. First functionality
was mypage, upload pictures and voting on
others pictures
Advertising more expensive on this part of
their site
More than 900 pictures of their cats
Extended functionality
Deloitte
» Two Communities
» Students
» Alumni
39
Modette
40
Fashion Community with focus
on blogging about fashion
Approx 9000 members
Very high login frequency and
high activity
Exceeded sales budget for 12
months after less than 7 months
Advertising is more expensive
than their other magazines’ web
sites
Pacemaker.net
Tasteline
42
Food and beverage web site and
Community
550 000 unique visitors/month
185 000 members
12 000 recipes
1,9 million recipes views each month
200 000 print outs of recipes/month
43
EPiServer Community - Customers
Thanks!
» Andreas Stjernström, EPiServer Community Specialist
» +46 (0) 70 526 48 45
44
Bondeliv (Farmer Community)
45
SingelRingen
» Community for single
people
» Member when buying
the ring
46
Yours.co.uk – 50+ Community
47
MyGoodDeed.org
48
Senior Citizen Community
49
Photoanswers
» Started Dec 2007
» 48 000 members
» 29 000 pictures
Netdoktor
» Health Community
» 50 000 members
» 10 sub communities
51
EPiServer Mail
EPiServer Mail
53
EPiServer Mail
Application ServiceEPiServer Mail Editor
EPiServer Mail - Statistic
54
» Click per link
» Who clicked what link
» When Opened
» Export of Statistics
» Statistics in Real time
» Opened
» Unique Opened
» Bounces
» Click