Online Communities: How brands are edging their way into the heart of the conversation
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Social network numbers are exploding. It’s conservatively estimated there exists over 2,500 social networks globally. Over a billion people are active in tens of millions of communities and groups across many social networks. Activity and interest is high and the opportunity for brands to be part of this social space is possible through communities and groups. There are challenges however.
This presentation looks specifically at the realities surrounding communities and groups online. How communities and groups have evolved, the opportunities and challenges facing brands and their agencies and how becoming part of the conversation beyond the banner ad will be key themes.
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Online Communities: How brands are edging their way into the heart of the conversation
1. Be heard.
The heart of the
conversation:
challenges brands face
edging their way into
this sacred space
2. Take off your
marketing, PR,
advertising, sales,
market research…
hat for a moment
Source: http://www.flickr.com/photos/expressmonorail/2416243832/
8. 8 Community Types
Corporate Voice Community
User‐Generated Content/ Micro Site Campaign
Enthusiasts Community
Associa>ons/ Subscribers Community
Loyalty Community
Innova>on Community
Peer Support Community
Event Community
Source: Awareness
21. Snapshot of Market
1,700,000,000 people online
500+ million people in social networks
Over 2,000 social networking plaYorms
Over 80 million online communi>es
US$60 billion is spent online to reach consumers
80% of companies are using LinkedIn as their primary tool
to find employees
29. Evolution of online communities
Adapted from presentation given by Trebor
Scholz | Department of Media Study
31. 1970’s-80’s:
CompuServe
CompuServe allowed members to share files and
access news and events. But it also offered
something few had ever experienced – true
interaction. Those forums proved tremendously
popular and paved the way for the modern iterations
we know today.
36. 1980’s-90’s: BBS
BBSes were often run by hobbyists who
carefully nurtured the social aspects and
interest-specific nature of their projects –
which, more often than not in those early
days of computers, was technology-related.
66. What are all the
interac>ve
elements a brand
Question 1
could engage
around within an
online community?
67. Engagement points
Discussion forum Video Photo Blog
Event – online/
Newsleeer/ email Ac>vity feed/ wall Survey/ poll
off‐line
News General info Audio Games
RSS Links Admins Banner ad
68. Feeders of content
Community Community Community
Social network
manager/admin member sponsor/ partner
Community
Content
embeds content Google adwords Banner adnetwork
adnetwork
stream
69. Top 3 resources
Cream Global
PR Daily newsletter
The Moderator Community