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Bryant Shea, Building Online Communities
1.
Building Online Communities
Through User Generated Content and Social Networking Bryant Shea, Director Content Management
2.
Definition
com·mu·ni·ty A group of people having common interests American Heritage Dictionary Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 2
3.
Online Community
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 3
4.
Message Boards: The
Users’ Smoking Lounge Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 4
5.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 5
6.
We’ve Embraced the
Interaction Skype has 180 million users worldwide 100 million videos viewed daily online 26% of internet users rate and review 30% of Americans with internet access read blogs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 6
7.
People spend most
time online, Hours per week during leisure time (global average) Under 18 Aged 18-35 Aged 35-54 55 and over 16% 16% 16% 13% 14% 12% 11% 8% 8% 8% 7% 6% 5% 3% 2% 2% 3% 2% 2% 2% 2% 1% 1% 1% TV Radio Newspapers Magazines Cinema Online Source: “Surveying the Digital Future”, Jeffrey Cole, 28 countries, 2005 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 7
8.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 8
9.
The True Story
of a Hybrid Car Meet Pete Blackshaw Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 9
10.
The True Story
of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 10
11.
The True Story
of a Hybrid Car The promise: 50 MPG The reality: 31.4 MPG Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 11
12.
The True Story
of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 12
13.
User-Generated Content Has
Credibility Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 13
14.
The Question of
Negative Contributions Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 14
15.
The Question of
Negative Contributions “Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” Ed Peper, Chevrolet’s General Manager Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 15
16.
The Question of
Negative Contributions “By losing that control over the brand experience, Chevy actually brought more people into it.… If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.” Charlene Li, Forrester Research Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 16
17.
So Why Create
an Interactive Community Build brand awareness • Gain customer Insight • Quickly reach your customers • Increase brand loyalty • Increase Sales • Reduce Costs • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 17
18.
Brand Awareness
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 18
19.
Gaining Customer Insight
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 19
20.
Build brand loyalty
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 20
21.
Build brand loyalty
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 21
22.
Build brand loyalty
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 22
23.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 23
24.
Increase Sales
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 24
25.
Reduce Costs
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 25
26.
Reebok & Sprite
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 26
27.
Reebok – Why
“Run Easy” Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 27
28.
Rebook - Approach
Create an integrated campaign that combines Web, TV, • mobile, print and outdoor media to encourage consumer to speak to and through the brand in a meaningful way Create a “hub”, www.goruneasy.com, that fosters • community-building through user-generated content Leverage exhibiting tools and behaviors to create a running • experience where visitors can share running routes, post snap shots, upload music and join discussion groups Create and aggressive online and offline media campaign • including, home executions, digital advertising and TV Intregrate a mobile component to outdoor advertising • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 28
29.
Reebok Run Easy
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 29
30.
Case Study: Reebok
Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 30
31.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 31
32.
Reebok - Create
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 32
33.
Reebok - Create
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 33
34.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 34
35.
Reebok - Create
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 35
36.
Reebok - Create
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 36
37.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 37
38.
Reebok - Create
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 38
39.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 39
40.
Case Study: Reebok
Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 40
41.
Rebook - Talk
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 41
42.
Reebok - Watch
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 42
43.
Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 43
44.
Reebok - Talk
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 44
45.
Reebok - Promotion
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 45
46.
Reebok - Promotion
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 46
47.
Key Take-a-Ways
Understand what your users want • This is all new…don’t be afraid to try something • Leverage what has already been created • Promote cross-channel • Participate! Not just on your own site • Set expectation with your users up front • Have a plan for negative contributions • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 47
48.
Q&A Copyright © 2007
Molecular, Inc. | www.molecular.com | Linked by Isobar 48
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