UNIT-IV-STEERING, BRAKES AND SUSPENSION SYSTEMS.pptx
Social Media Marketing Webinar
1. 20
How do you connect? 09
Webinar: Managing Online Communities
July 28, 2009
2. 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
2
3. Imagination Publishing works with clients to develop
powerful content that helps them connect with their
audience at a deeper level:
3
4. AGP (a division of Imagination) works with associations
to develop powerful content that helps them connect
with their members at a deeper level:
4
10. Why Manage a Community
No activity without activity
Need to listen and respond
Liability
10
User-generated content
Priorities and resources
11. Be Social
Practice “Power Friending”
Be where your members are
Join the conversation
11
Add value
Turn the bull horn toward you
14. Sample Engagement Strategy – Content
Outreach/Acquisition
Social Media Blogging & Events Find, Follow, Listen,
Marketing Microblogging Learn, Engage
Viral Awareness
Guest/Featured Web 2.0 Features SEO & Social Media Profiles
Bloggers (Ratings and Link Building
Comments)
14
15. Content Plan
Content buckets
Extensions, Exclusives and Expansions to populate
digital properties
Content and media types: text, rich media, audio, video
Calls for user-generated content 15
Frequency and timing
16. 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 16
connecting multiple social platforms and a hub from the
website to help funnel consumers throughout the network.
17. Marketing & Distribution Plan
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 17
Content tagging and linkbacks
Rewrite/edit existing content for maximum SEO
18. Sample Engagement Strategy – Distribution
Push Distribution
Email Conferences & Blogging & Content Seeding Social Media
Virtual Events Microblogging & Syndication Marketing
Pull Distribution
Community Events & Blogging & SEO & Social Media
Virtual Events Microblogging Link Building Marketing
18
Managing the Change
Targeted print Targeted Email Internal Press Releases Social Media
mailing, invitation invitation Marketing and Marketing
to new website Communication
19. 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,
19
align messaging
Identify Key Influencers Recruit members, evangelists
Grow & Maintain Engage community, Extend reach
Gather, Report & Act Information, Trends, Feedback
21. Measuring Success
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 21
Quantitative
Measure traffic, sales or SEO ranking
Membership, participation and engagement
Reach, response, brand awareness
22. 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
22
Searches
Value Metrics
Business intelligence
Memberships
Event sign-ups
23. Sample ROI & Measurement
Site Metrics
Visits/Visitors Site Duration Trending Content Views
Content Reach
Email Print/Download RSS & Social Event Registrations
Bookmarks
User Engagement 23
Email Questions & Comments Community Polls & Surveys
Requests & Ratings Involvement
Business Intelligence
User‐generated Social Media Monitoring Community Activity Brand Value
Content & Equity
24. 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 24
Leverage partnerships to extend reach, share content
and drive conversation
25. 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