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Kickstarting Online Communities: Con Edison Case Study
PROPRIETARY & CONFIDENTIALKick Starting Online Communities:Best Practices to Engage Audiences Through thePower of CommunityCase Study: Con EdisonMay 22, 2013Sandra FathiPresident, Aﬀectsfathi@aﬀect.com@sandrafathiWOMM-U, Chicago
PROPRIETARY & CONFIDENTIALOVERVIEWKICK STARTING COMMUNITIES1. Is a Community Right for You?2. Choosing Your Technology3. Planning & Launch4. Driving Membership & Participation5. Maintaining & Measuring Engagement6. Case Study: Con Edison’s Power of Giving Online Community
PROPRIETARY & CONFIDENTIAL• Is your target audience active online? (e.g. socialnetworks, forums, blogs etc.)• Is your brand active online? Do your followersregularly engage with you?• Do you have a steady stream of unique content tocommunicate?• Does your brand have customer/employeeadvocates that are eager to engage?• Do you have the internal resources to manage acommunity on a daily basis?IS IT RIGHT FOR YOUR BRAND?KICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALBefore deciding to launch a new community, remember to :• Look Before You Leap• Deﬁne Goals & Objectives / Desired Business Impact• Experiment With Engagement Through Social• Assign Internal Resources• Understand Your Technology Options• Think About the Future (Long-term vs. short-term impact)IS IT RIGHT FOR YOUR BRAND?KICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALIf you build it, will they come?PLANNING & LAUNCHKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALLAUNCH TOOLKITKICK STARTING COMMUNITIES1. Community Usage Policy2. Administrator Workﬂow Plan3. Content Strategy4. Community Response Map/FAQ5. Technical Recommendations6. Internal/External Communications Launch Program
PROPRIETARY & CONFIDENTIAL• Utilize a well-designed, easy-to-use interface• Create a content plan/editorial calendar• Identify and train internal community admins• Identify and train customers, partners, inﬂuencers(exclusivity sells)• Schedule launch promotion – hit users on their preferredchannels (e.g. social media, traditional marketing, PR)• Pre-populate the community with content• Determine KPI’s to measure successPRE-LAUNCH TIPSKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALOnce you’ve built it, how do you keep them coming back?DRIVING MEMBERSHIP &PARTICIPATIONKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIAL• 6 Month Promotion Plan that includes:• Weekly communication with current users• Monthly promotion to non-users• Ambassador activation strategy• Employee engagement strategy• Oﬄine promotion strategy (e.g. marketing collateral)• Content refresh schedule• Weekly measurement/KPI’sENGAGEMENT TOOLKITKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIAL• Be consistent and creative with promotion eﬀorts, don’tgive up!• Promote new community content externally to drivetraﬃc• Ask ambassadors to share expertise on topics of theirchoice, use incentives/contests to drive participation• Include a call-to-action in posted content to driveconversation and engagement• Hold back on over-promoting your brand and services –focus on third-party content (e.g. articles, infographics andstatistics) – use the 80/20 ruleMEMBERSHIP &PARTICIPATION TIPSKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALYou built it, they came. But did it impact your business?MAINTAINING & MEASURINGENGAGEMENTKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALMAINTENANCE &MEASUREMENT TOOLKITKICK STARTING COMMUNITIES1. Community Engagement KPIs2. Technical Tripwires3. Formalized Measurement Template4. Expansion Strategy (to be implemented aer 6 months)5. Communicate Success to Leadership6. Big Ideas to Maintain Engagement
PROPRIETARY & CONFIDENTIAL• Keep the community fresh by incorporating multimedia(e.g. videos, photos, executive insights)• Consistently identify new prospects to join thecommunity, ask current members to recruit their network• Promote the community across all marketing channels,online and oﬄine (e.g. tradeshows/events, social media)• Track qualitative and quantitative metrics on a monthlybasis to see community growth and value. Examinebusiness impact (e.g. web traﬃc + quality of conversion)MAINTENANCE &MEASUREMENTKICK STARTING COMMUNITIES
PROPRIETARY & CONFIDENTIALSAMPLE METRICSKICK STARTING COMMUNITIES1. # of New Visitors2. # of Returning Visitors3. # of Registered Users4. % of Active Members5. # of Engagements6. # of Member Posts7. # Leads Generated1. Content Popularity2. Language & Tone3. Sense of Community4. Quality of Engagement5. Relevancy of Content6. Speed of Replies7. Inﬂuencers/AmbassadorsQuantitative Qualitative
PROPRIETARY & CONFIDENTIALCase Study: Con EdisonPower of Giving Online Community
PROPRIETARY & CONFIDENTIALCon Edison operates one of the most complex electricalpower systems in the world, serving New York City andWestchester County.• 3.3 million customers• Population of over 9 million people• 660 square mile service territory• Hundreds of strategic partnersPOWER OF GIVINGONLINE COMMUNITYCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIALCon Edison’s Power of Giving Program provides ﬁnancial orin-kind support to hundreds of organizations whose activitiesadvance strong, vibrant and stable communities.The program extends beyond cash grants and is enhanced bya strong and loyal corps of employees, a robust boardparticipation program, partnerships and collaborations andan education matching gi program.POWER OF GIVINGONLINE COMMUNITYCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIALSTRATEGIC PARTNERSCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIAL• Enhance non-proﬁt partners’ access to Con Edison andstrengthen communication• Build and improve partner support and satisfaction• Strengthen connections and communication between ConEdison partners, empower them to share resources topromote collaboration• Reputation management during times of crisis (e.g. naturaldisaster, power outages etc.)POG ONLINE COMMUNITYGOALS & OBJECTIVESCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIAL• 30-day launch• Simple customization• Easy-to-use technology, must support Google Analytics• Ability to manage community with 1-2 team members• Ability to access community from mobile devices• Ability to send communications directly to members• Forums/discussion boards for users• Ability to upgrade UI/customization as community growsPOG ONLINE COMMUNITYREQUIREMENTSCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIAL• Customized email invitation to ‘Insiders’ (invited ﬁrst)• Customized email invitation to partners by area of interest(e.g. arts & culture, education etc.)• Insiders invited to contribute content and receiveadministrative permissions• Oﬃcial launch at Power of Giving forum event (partnersinvited to sign-up onsite)• Weekly email communication to users from Con Edisonhighlighting new posted content• Con Edison Program Managers trained to invite partnercontactsPOG ONLINE COMMUNITYLAUNCH STRATEGYCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIAL550Members1 Year Post-LaunchNew Members EveryWeek145Blog PostsPosted by Users300+ photos andvideos8-10 AverageMinutes OnSitePOWER OF GIVINGONLINE COMMUNITYCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIALPOG ONLINE COMMUNITYBLOGCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIALPOG ONLINE COMMUNITYEVENT BOARDCASE STUDY: CON EDISONThe events board is usedweekly by members topromote events that arehappening within theirorganizations.
PROPRIETARY & CONFIDENTIAL• Social Impact Measurement Group: 34 active members• PR & Media Relations Best Practices Group: 32 active members• Arts & Culture Group: 28 active members• Social Media Bootcamp: 22 active membersPOG ONLINE COMMUNITYGROUPSCASE STUDY: CON EDISON
PROPRIETARY & CONFIDENTIALPOG ONLINE COMMUNITYENGAGEMENT SNAPSHOTCASE STUDY: CON EDISONMembers ask ConEdison for input andfeedback on hot topics.
PROPRIETARY & CONFIDENTIALREPUTATION MANAGEMENTCASE STUDY: CON EDISONHurricane Sandyupdates received over250 views by members
PROPRIETARY & CONFIDENTIALWOMM-UKick Starting Online Communities:Best Practices to Engage Audiences Through thePower of CommunityMay 22, 2013Sandra FathiPresident, Aﬀectsfathi@aﬀect.com@sandrafathi