Community engagement is at the core of social media. "Digital Embassies" such as your organization's presence on Facebook and Twitter must not only be launched but managed. This slideshow provides a strategic framework for the large enterprise to follow.
2. The
current
digital
media
OWNED
landscape
is
an
overlapping
proper1es
mix
of
paid,
owned,
earned
proper=es
combined
with
EARNED
the
emergence
of
pervasive
media
social
pla8orms.
2
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3. DIGITAL
PROPERTIES
WEBSITES
CUSTOM
BUILT
PORTALS
INTERNAL/ENTERPRISE
OWNED
proper1es
EARNED
media
Social
Engagement
Across
Digital
Media,
Proper1es
&
Social
Pla8orms
3
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4. DIGITAL
RICH
MEDIA
CONTENT
PROPERTIES
ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY
INTERNAL/ENTERPRISE
PAID
ENDORSEMENTS
OWNED
PAID
proper1es
media
Social
Engagement
Across
Digital
Media,
Proper1es
&
Social
Pla8orms
4
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5. DIGITAL
RICH
MEDIA
CONTENT
PROPERTIES
ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY
INTERNAL/ENTERPRISE
PAID
ENDORSEMENTS
OWNED
PAID
proper1es
media
PARTNERSHIPS
INFLUENCER
NETWORKS
BRANDED
ENTERTAINMENT
NICHE
PLATFORMS
EARNED
media
Social
Engagement
Across
Digital
Media,
Proper1es
&
Social
Pla8orms
5
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6. DIGITAL
RICH
MEDIA
CONTENT
PROPERTIES
ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY
INTERNAL/ENTERPRISE
PAID
ENDORSEMENTS
OWNED
PAID
EMBASSIES
proper1es
media
PARTNERSHIPS
INFLUENCER
NETWORKS
BRANDED
ENTERTAINMENT
NICHE
PLATFORMS
SOCIAL EARNED
pla8orms
media
OUTPOSTS
RELEVANT
MESSAGE
BOARDS
Source:
BLOGOSPHERE
Edelman 2010, edelmandigital.com
Social
Engagement
Across
Digital
Media,
Proper1es
&
Social
Pla8orms
INFLUENCER
ENGAGEMENT
6
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7. DIGITAL
RICH
MEDIA
CONTENT
PROPERTIES
ADVERTISING
WEBSITES
BANNERS
CUSTOM
BUILT
PORTALS
DISPLAY
INTERNAL/ENTERPRISE
PAID
ENDORSEMENTS
OWNED
PAID
EMBASSIES
proper1es
media
PARTNERSHIPS
INFLUENCER
NETWORKS
BRANDED
ENTERTAINMENT
NICHE
PLATFORMS
SOCIAL EARNED
pla8orms
media
OUTPOSTS
RELEVANT
MESSAGE
BOARDS
Source: Social Engagement
BLOGOSPHERE
Edelman 2010, edelmandigital.com Concentrated Here
Social
Engagement
Across
Digital
Media,
Proper1es
&
Social
Pla8orms
INFLUENCER
ENGAGEMENT
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8. Edelman
2012
What is
Social
Engagement?
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9. “Social
Engagement”
is
a
con=nuous
set
of
interac=ons,
communica=ons,
and
par=cipatory
behaviors
between
individuals
seeking
meaningful
connec=ons
to
others.
For
organiza=ons,
this
leads
to
a
more
engaged
community,
loyal
customers,
stronger
brand
affinity,
and
measurable
outcomes
which
demonstrate
mutual
gain
for
all
stakeholders.
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11. Embassies:
Your
Home
Away
from
Home
Embassies are an
established presence
where interactions,
conversations and
participation are
facilitated by one or
more Ambassadors
of the brand or
organization who
manages them.
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12. Domains
Are
Owned:
Embassies
Are
Managed
Domains You Control (Internal & External)
Owned Digital Properties (on-domain)
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13. Domains
Are
Owned:
Embassies
Are
Managed
Domains You Control (Internal & External) Public Ecosystems You Establish Embassies In
Owned Digital Properties (on-domain) Managed Digital Properties (off-domain)
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14. Embassies
Have
Ambassadors:
Outposts
Need
Envoys
Envoys are
employees, agents or
members of the
public who are
willingly dispatched
to “outposts”—
properties that are
not owned or
controlled by the
business, brand or
organization.
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15. Edelman
2012
What is
Community
Management?
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16. Community Management is the
act of engaging members of a
specific group in a participatory
fashion.
Community Managers fall under
the “ambassador” category of
the organization, representing the
brand or business in a specific
community ecosystem.
Communities form around shared
interests and participants seek ~Suzanne Marlatt, Community Manager for
value from them. EdelmanDigital.com & Edelman Digital embassies
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18. Community
Management
Roles
By
Domain
On-Domain, Owned or Earned
(Website, or Facebook etc.)
Role: Ambassador
As an
ambassador the
community
manager(s)
maintain the on
and off domain
digital properties.
* Charles Schwab is an Edelman client
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19. Community
Management
Roles
By
Domain
On-Domain, Owned or Earned Off-Domain, Not Owned
(Website, or Facebook etc.) (Message boards, blogosphere, etc.)
Role: Ambassador Role: Envoy
As an
ambassador the
community
manager(s)
maintain the on
and off domain
digital properties. The community manager(s) act
as envoy(s) when performing
outreach or engaging in non-
* Charles Schwab is an Edelman client
owned, off domain outposts.
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20. Five
C ’s
Which
Deliver
“Life1me
Value”
Content: Value provided through ongoing
narrative (stories) which educates, inspires,
informs and connects community members.
Context: Value provided by deep
understanding of how participants within
community want to engage and the tools they
Source: David Armano, use to do so.
Edelman 2010, edelmandigital.com
Connectivity: Value provided by connecting
members of community in mutually beneficial
ways.
Continuity: Value provided by sustaining efforts
over time, ensuring that community is healthy
and productive.
Collaboration: Value established through
collaborative efforts of participants who share,
co-create and edit each others efforts.
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21. 5
Steps Toward
Community
Engagement
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22. Step
One:
Assess
Community
Needs
&
Interests
This
is
a
product
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23. Step
Two:
Develop
Rules
Of
Engagement
Source: David Armano,
Edelman 2010, edelmandigital.com
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24. Step
Three:
Iden1fy
Right
Managers
For
YOUR
Community
This
is
a
product
*eBay, RIM/BlackBerry and AXE are Edelman clients
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25. Step
Four:
Establish
Internal
&
External
Process
Social
Ecosystems
(Facebook,
TwiVer
message
boards,
forums,
blogs,
etc.)
Listen
Assess
Process
For
External
Ac1vi1es
Engage
Measure
&
Modify
This
is
a
product
Process
For
Internal
Func1ons
Submit
Evaluate
Schedule
Publish
Source: David Armano,
Edelman 2010, edelmandigital.com
Employees
&
Partners
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26. Step
Five:
Train,
Equip
&
Deploy
(TED)
Articulate: Able to communicate effectively in a variety of media
Social: Engages in authentic conversations and interactions
Professional: Acts as a responsible ambassador of brand/org
Adaptable: Can make decisions quickly, handle crisis situations
Enthusiastic: Energetic, passionate and engaged in relevant topics
This
iConnected: Has ties to the right people within community
s
a
product
Organized: Can keep track of data, relationships, content
calendars, and a variety of assets essential to maintaining
community
* RIM/BlackBerry is an Edelman client
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27. Edelman
2012
Do’s & Don'ts of
Community
Engagement
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28. Do:
Engage
Community
Members
Directly
* Adobe is an Edelman client
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37. Behavioral
Change
Includes:
• Raising • Driving trial
awareness • Inspiring action:
• Shifting attitudes Do more or Do less
and change • Recommending
stakeholder (e.g. net promoter
perceptions score)
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38. Economic
Success
Includes
• Increasing sales • Growing shareholder
value or share price
• Growing market
share (or brand • Increasing reputation
preference share) and image (via
external rankings, stock
• Return on marketing
price)
investment
• Increasing the lifetime
value of a customer
(brand loyalty)
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40. Example:
Increasing
Brand
Loyalty
Over 100k connections in the first week
*United is an Edelman client
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41. Example:
Growing
Market
Share
Edelman
2012
Empowered By Open Culture, Zappos Employees Act As
Ambassadors of Brand & Actively Engage Community
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42. Edelman
2012
How Does Community
Engagement Fit In
Your Org?
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43. Community
Managers
Can
Be
Employee
And/Or
Embedded
Community Community
Engagement via Engagement via
employees partners
To members of the community, the distinction matters less if indisputable value is
being provided consistently, ethically and authentically.
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44. Fi`ng
Community
Engagement
Into
The
Org:
External
Partnership
PR/
Marke1ng
Legal
Corp
HR
Outsourced
IT
R&D
Sales
Direct
reports
Partners
DoVed
line
Source: David Armano,
Edelman 2010, edelmandigital.com
This
is
a
product
Social
Media
Technology
&
Paid
Media
Development
Community
Content
Manager
Strategist
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45. Fi`ng
Community
Engagement
Into
The
Org:
Internal
Integra1on
PR/
Marke1ng
Legal
Corp
HR
On
Staff
IT
R&D
Sales
Direct
reports
Social
Media
DoVed
line
Manager
Source: David Armano,
Edelman 2010, edelmandigital.com
On
Staff
Director
of
Community
Partners
Engagement
Community
Community
Manager
Strategy
Implementa1on
Manager
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46. Summary
• Empowered • TED: Train, Equip &
employees act as Deploy community
ambassadors managers on social
platforms
• Community
engagement leads to • Success measured both
lifetime value for economic & behavioral
multiple stakeholders
• Organizational
• Community managers implications between PR,
required to engage marketing & coordination
community with steering committee
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