Marketing to the Social Web: How Digital Customer Communities Build Your Business Marijean Lauzier CEO Digital Influence Group 2.13.2007
Today s Agenda What is the Social Web? The Marketer s New Job 7 Steps to Build Digital Customer Communities Q&A 2
The Landscape What is the Social Web? 3
The Social Web An online place where people with a common interest can gather to share thoughts, comments and opinions A new world of unpaid media created by individuals or enterprises on the web
Users control the message Blog PodCast Conversation Video Collaboration 5
The leaders of corporations are actively espousing and interjecting opinion Blog PodCast Conversation Video Collaboration 6
Users cover all possible topics and broadcast their message Blog PodCast Conversation Video Collaboration 7
Brands are in the spotlight whether they like it or not Blog PodCast Conversation Video Collaboration 8
If corporations are not part of the conversation they re perceived as guilty Blog PodCast Conversation Video Collaboration 9
Brands are tapping collaborative technologies to speed product innovation Blog PodCast Conversation Video Collaboration 10
Changing Role of Marketers It s not about talking at customers and prospects 11
Changing Role of Marketers It s about creating and engaging with communities 12
Leveraging Social Media in Marketing Brand Building Lead Generation Research and Development Product or Service Launch Customer Retention Partner and Channel Communications Thought Leadership Internal Communications Media Relations Crisis Management 13
New Rules of Engagement Old Marketing One-way communication Brand recall is holy grail Group customers by demographics Content controlled by marketers Virality driven by flash Michelin Guide: expert reviews Publishers control channels Top-down strategy Information hierarchy Emphasis on cost CPM New Marketing Brand is dialogue Customers determine brand value Group customers by behavior Enterprise + user-generated content Virality based on content Amazon: user reviews Publishers build relationships Bottom-up strategy Information on demand Invest for growth Measurable ROI 14
Seven Steps to Build Digital Communities 15
Step 1: Observe the Conversations Blogs and Communities 16
Step 2: Recruit Community Members 4 reasons by people join online communities Meet people 78% Entertainment 47% Learning 38% Influence 23% Data from Compete, Inc.
Step 2: Recruit Community Members Digital Media Marketing Create branded online community experiences and invite others to come to them Digital Media Relations Engage in and influence conversations Value-added content New insights Engaging dialogues 18
Step 3: Evaluate Online Conduit Strategies Blogs and News Sites Reputation Aggregators E-Communities Social Networks 19
Step 4: Engage Communities in Conversation Take it to the Consumer: Address needs and inspire viral perpetuation Digital Media Marketing distribution 20
Step 4: Engage Communities in Conversations Take it to the Influencers: Build content that facilitates a conversation Digital Media Relations discussion 21
Step 4: Engage Communities in Conversations Communispace s Ten Rules for Private Communities 1. Invite the right people, keep it private and small. 2. View members as advisors to the company. 3. Find the social glue, make it member-centric. 4. Work at building the community 5. Be genuine, encourage candor. 6. Just plain ask. 7. Pay even more attention to what members initiate. 8. Don t squelch the negative. 9. Don t ask too much, too often. 10.Use the right mix of technologies and methodologies, and keep experimenting. 22
Step 5: Measure the Community s Involvement Qualitative Measurement Share of conversation Quantitative Measurement Downloads/Installs Brand perception Membership Engagement Real market share Tone of digital dialogue Sales Relationships Site Ranking
Quantitative Measurement Purchase DMR Outreach 100% Blog Visitation 20% Blog Registration 20% Store Visits 15% Viral Referrals 15% Viral Referrals 35% Store Cross-sell 10% Email Capture 100% 24
Qualitative Measurement 89% 98% 39% 79% 76% 88% 82% 97% Technology Leadership Service Awareness Customer Satisfaction Brand Perception 25
Step 6: Promote Your Community to the World
Step 7: Improve the Community s Benefits The Lesson of Friendster 2003 2006
Companies Who Get It
Questions? Contact: Marijean Lauzier at mlauzier@digitalinfluencegroup.com 29