Engaging Online:Best Practices For PR and Marketing

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by Vanessa DiMauro. This presentation offers best practices for marketing and PR to engage online community and social media

Negócios Tecnologia

LIVING LARGE: Creating Online Communities for Collaboration & Commerce Vanessa DiMauro CEO Leader Networks www.leadernetworks.com [email_address]

The New Communications Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Puzzle of Now ,[object Object],[object Object]

These Were the Best of Times, These Were the Worst of Times ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Communities are The Centerfold of Social Media ,[object Object],[object Object],[object Object]

What are Online Communities? ,[object Object],[object Object],[object Object]

Three General Models of Online Community Small gated Public Hybrid Select, narrow target audience Acceptance criteria Protected dialog Managed topical agenda Sponsor supported Open call, all interested Member directed Public forum Big bang Ad generated support Tiered membership Consensus/Trend driven Public forum w/ private area Thought leadership (responsive) Hybrid Revenues

Typical Community Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Communities are Good Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Community Business Model in Action 1. Member has an idea 2. Member seeks advice 3. Member evaluates options 4. Member builds plan & budget 5. Member makes purchase Goes to discussions or content Buys research or advisory service Joins buying pack Leverages discounts Orders from partners Create value get benefit

What is different about social media engagement?… (*Not* everything) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Key Question ,[object Object],[object Object],[object Object],[object Object]

Build: Community Creation Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Participate: Practical Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Managing (client/company) Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Top 10 Rules of Online Community Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Guiding Principals for Community Programs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Confidential THANK YOU! Vanessa DiMauro President, Leader Networks 617-484-0778 [email_address]

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Engaging Online:Best Practices For PR and Marketing

1. LIVING LARGE: Creating Online Communities for Collaboration & Commerce Vanessa DiMauro CEO Leader Networks www.leadernetworks.com [email_address]

4. There is a Need For Understanding

8. Three General Models of Online Community Small gated Public Hybrid Select, narrow target audience Acceptance criteria Protected dialog Managed topical agenda Sponsor supported Open call, all interested Member directed Public forum Big bang Ad generated support Tiered membership Consensus/Trend driven Public forum w/ private area Thought leadership (responsive) Hybrid Revenues

10.

11. Community Business Model in Action 1. Member has an idea 2. Member seeks advice 3. Member evaluates options 4. Member builds plan & budget 5. Member makes purchase Goes to discussions or content Buys research or advisory service Joins buying pack Leverages discounts Orders from partners Create value get benefit

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16. Confidential

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20. Confidential THANK YOU! Vanessa DiMauro President, Leader Networks 617-484-0778 [email_address]

Engaging Online:Best Practices For PR and Marketing

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Engaging Online:Best Practices For PR and Marketing