3. Theme Community Are Powerful Tools, As Long As You Put Members’ Needs First.

4. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

6. A custom application with profiles and connections

7. A group within an existing social networking site or email service.

8. A network of blogs.

9. Comments on a rating site.

11. Communication and Self-Expression important Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007

12. …but who’s in charge? Control is in the hands of the participants, often yielding seemingly unpredictable results. Marketers must relinquish control or risk ending up with an empty community or — worse yet — brand backlash.

13. Not sure where to start?

14. The four step approach to the groundswell P O S T PeopleAssess your customers’ Social Technographics profile Objectives Decide what you want to accomplish StrategyPlan for how relationships with customers will change TechnologyDecide which social technologies to use

15. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

16. Objectives: Define deployment

18. Anatomy of an Effective Plan Flexibility One Objective Needs of Members are put first –not marketers Policy Creation Prepare for costs and benefits Select Success metrics

19. Flexibility Adidas created an online community on MySpace.com, the brand developed a six- to 12-month road map that included a design refresh for every three months.

20. Remember the needs of the community and prepare to participate Success depends on interests of members first Valuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count. Help docs Behind-the-scenes videos Sneak previews

21. Figure 2: A Taxonomy Of Detractors Why they make trouble What you should do Type of detractor How to recognize

22. Create a community policy, focusing on the desired behavior Set the tone by developing community guidelines that outline the expected behavior of the community. Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions. “Be Fun, Friendly, and Informational.”

23. Prepare for costs and benefits. Don’t run out of steam, prepare for all costs: Hidden costs Kick-Start Labor Internal Education Ongoing Management Develop a ROI and total cost model (see online community best practices report)

24. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

25. Build the internal teams first Part educator, part evangelist, and all customer advocate. Focus on tangible benefits to company. Create internal training sessions, call in experts. Start by connecting with important decision-makers one at a time.

26. Get an Executive Champion They often say the word “Customers.” Your advocate — and defender — as you initiate discussions with other internal stakeholders.

27. Establish clear lines of responsibility and ongoing processes Nearly every department is impacted: Marketing Product teams Account teams Support Client teams Setup mock simulations using internal versions of the tools Develop internal guidelines Create a rapid response team

29. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

30. Social Media Strategist: Internal Leader The community strategist who organizes internal resources and supports the program. This experienced business manager: Is able to maneuver within the organization Leans on relationships with many business teams Manages the business program Leads the internal charge Develops the objectives and obtain resources Creates policy, deals with internal stakeholders, and provides ongoing reports to management Ed Terpening VP, Social Media, Wells Fargo

31. Community Manager: Member Champion The community manager or moderator who interacts with members. As a primary advocate of the community, the community manager: Balances the needs of the community with corporate objectives Is a customer advocate Is a brand evangelist May create editorial content Harvests customer needs for market intelligence Skills. possess strong online communication skills, is approachable and conversational, and has the ability to relate to members online and offline Lionel Menchca Digital Media Manager Dell Computers

32. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

33. When selecting a vendor Lead With Needs, Not Technology. Based upon your objectives, determine the right technologies First, develop your feature requirements. There are many segments of social networks. Organic (like Facebook, MySpace.com) White Label Insight Collaboration Widget Media Vertical

34. Services Rely on services and support from experienced vendors. Consultation Moderation/Listening Moderating Setup Rebranding Launching Reporting Caution: Stay engaged, don’t outsource your business strategy.

35. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

36. How to Kick-Start First, find a creators and influencers Consider creating an “embassy.” Choose just a few features to launch with, and then add more as needed. Integrate with other marketing activities. Reward helpful members with recognition –not money

37. Growing and Maintaining: Microsoft MVP Microsoft rewarded members through public recognition. Ambassadors.

38. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Growing And Maintaining Widgets and OpenSocial

39. Growing and Maintaining Stay engaged with your community by monitoring and quickly responding. Integrate your community with real-world events. Extend the reach of your community by cross-pollinating on existing social networks. Obama for America while also maintaining a presence on Facebook. Videos on YouTube, Facebook, and Obama’s own network

40. Obama, primary blog

41. Obama on Facebook

42. Obama on MySpace

43. Obama on Twitter

44. Obama on MySpace

45. Agenda Start with an Objective Developing a Plan Getting Your Company Ready Staff you will need How to pick a Vendor Kick-Starting Widgets and Open Social

46. Widgets and opportunity for marketers Growth. 13,083 applications on the platform Top 10 apps have over 10 million installs What works: Applications that have robust functionality Social features that connect users Yet many are never successful User Direct friends Indirect friends Interested parties Source: Rodney Rumford, CEO Gravitational Media: FaceReviews.com Graphic Source: Rock You

47. Widgets and Applications Mini Applications. Successful Attributes. Interactive Offer value, not just “Disposable” Utilize social aspect

48. Widgets and Applications Recommended Deployment: Sponsor or rebrand existing widget Integrate brand as part of experience Create own

49. Case study: “Vampires” and movie “skins” Sources: Facebook Screenshots

50. OpenSocial Google partnership. Allows widgets to write once, run many. Challenges. Demographics are different in each community Many APIs available Still in Beta Privacy issues with open data

51. Recommendations Act more like a host at a party, rather than a cop. The power is in the hands of the community. Traditional marketing tactics do not apply. Develop your POST methodology. People, Objectives, Strategy, Tools Understand Objectives. Listening Talking Energizing Supporting Embracing

52. Jeremiah Owyang Blog: web-strategist.com Email: jowyang@forrester.com Twitter: twitter.com/jowyang www.forrester.com Thank you

54. Companies Interviewed:ACDSee AirTran Airways Ant’s Eye View Avenue A | Razorfish Carnival Cruise Lines Charles and Helen Schwab Foundation Cnet TechRepublic Constant Contact Dogster Intuit Leverage Software Microsoft MySpace.com Organic Reuters AdvicePoint SATMetrics Telligent Systems