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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.
Community Engagement Managing Communities Across Digital Embassies
EdelmanDigital.com | @edelmandigital
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EARNED media
OWNED proper1es
The current digital media landscape is an overlapping mix of paid, owned, earned proper=es combined with the emergence of pervasive social pla8orms.
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DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE
EARNED media
OWNED proper1es
Social Engagement Across Digital Media, Proper1es & Social Pla8orms
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RICH MEDIA CONTENT ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
OWNED proper1es
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE
Social Engagement Across Digital Media, Proper1es & Social Pla8orms
PAID media
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PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT
NICHE PLATFORMS
RICH MEDIA CONTENT ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
EARNED media
OWNED proper1es
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE
PAID media
Social Engagement Across Digital Media, Proper1es & Social Pla8orms
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SOCIALpla8orms
PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT
NICHE PLATFORMS
EMBASSIES
RICH MEDIA CONTENT
INFLUENCER ENGAGEMENT
ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
OUTPOSTS RELEVANT MESSAGE BOARDS
BLOGOSPHERE
EARNED media
OWNED proper1es
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE
PAID media
Social Engagement Across Digital Media, Proper1es & Social Pla8orms
Source: Edelman 2010, edelmandigital.com
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SOCIALpla8orms
PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT
NICHE PLATFORMS
EMBASSIES
RICH MEDIA CONTENT
INFLUENCER ENGAGEMENT
ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS
Social Engagement Across Digital Media, Proper1es & Social Pla8orms
OUTPOSTS RELEVANT MESSAGE BOARDS
BLOGOSPHERE Social Engagement Concentrated Here
EARNED media
OWNED proper1es
Source: Edelman 2010, edelmandigital.com
DIGITAL PROPERTIES
WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE
PAID media
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Edelman 2012 What is Social Engagement?
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“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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Embassies, Ambassadors & Envoys
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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.
Embassies: Your Home Away from Home
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Domains Are Owned: Embassies Are Managed
Owned Digital Properties (on-domain)
Domains You Control (Internal & External)
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Domains Are Owned: Embassies Are Managed
Managed Digital Properties (off-domain)
Public Ecosystems You Establish Embassies In
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Owned Digital Properties (on-domain)
Domains You Control (Internal & External)
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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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Embassies Have Ambassadors: Outposts Need Envoys
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Edelman 2012
What is Community Management?
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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 value from them.
~Suzanne Marlatt, Community Manager for EdelmanDigital.com & Edelman Digital embassies
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The Engagement MaVers More Than The Avatar
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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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Community Management Roles By Domain
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Off-Domain, Not Owned (Message boards, blogosphere, etc.)
Role: Envoy
The community manager(s) act as envoy(s) when performing outreach or engaging in non-owned, off domain outposts.
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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Community Management Roles By Domain
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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 use to do so.
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.
Source: David Armano, Edelman 2010, edelmandigital.com
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5 Steps Toward Community
Engagement
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Step One: Assess Community Needs & Interests
This is a product
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Step Two: Develop Rules Of Engagement
Source: David Armano, Edelman 2010, edelmandigital.com
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Step Three: Iden1fy Right Managers For YOUR Community
This is a product
*eBay, RIM/BlackBerry and AXE are Edelman clients
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Step Four: Establish Internal & External Process
This is a product
Listen Assess Engage
Submit Evaluate Schedule Publish
Social Ecosystems (Facebook, TwiVer
message boards, forums, blogs, etc.)
Process For External Ac1vi1es
Process For Internal Func1ons
Employees & Partners
Measure & Modify
Source: David Armano, Edelman 2010, edelmandigital.com
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Step Five: Train, Equip & Deploy (TED)
This is a product
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
Connected: Has ties to the right people within community
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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Edelman 2012
Do’s & Don'ts of Community Engagement
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Do: Engage Community Members Directly
* Adobe is an Edelman client
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Do: Encourage Par1cipa1on
* Huggies is an Edelman client
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Do: Escalate Important Issues To Appropriate Prac1ce/Channel
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Do: Make It Conversa1onal
* AXE is an Edelman cllient
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Don’t: Forget To Self Iden1fy
This is a product
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Don’t: Delete Comments You Don’t Like
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Don’t: Be Rude (Even When They Are)
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Edelman 2012
Can This Be Measured?
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Edelman 2012
and/or
Two Macro Outcomes
Behavior Change Economic Success
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Behavioral Change Includes:
• Raising awareness
• Shifting attitudes and change stakeholder perceptions
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• Driving trial
• Inspiring action: Do more or Do less
• Recommending (e.g. net promoter score)
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Economic Success Includes
• Increasing sales
• Growing market share (or brand preference share)
• Return on marketing investment
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• Growing shareholder value or share price
• Increasing reputation and image (via external rankings, stock price)
• Increasing the lifetime value of a customer (brand loyalty)
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Edelman 2012
Example: Raising Awareness
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Example: Increasing Brand Loyalty
*United is an Edelman client
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Over 100k connections in the first week
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Edelman 2012
Example: Growing Market Share
Empowered By Open Culture, Zappos Employees Act As Ambassadors of Brand & Actively Engage Community
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How Does Community Engagement Fit In Your Org?
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Community Engagement via
employees
Community Engagement via
partners
Community Managers Can Be Employee And/Or Embedded
To members of the community, the distinction matters less if indisputable value is being provided consistently, ethically and authentically.
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Fi`ng Community Engagement Into The Org: External Partnership
This is a product
PR/ Corp
Direct reports DoVed line
Social Media
Partners
Technology & Development
Paid Media
Community Manager
Content Strategist
Marke1ng Legal HR IT R&D Sales
Source: David Armano, Edelman 2010, edelmandigital.com
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Outsourced
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Fi`ng Community Engagement Into The Org: Internal Integra1on
PR/ Corp
DoVed line
Director of Community Engagement
Social Media Manager
Partners
Community Manager
Community Manager
Marke1ng
Strategy Implementa1on
Legal HR IT R&D Sales
Source: David Armano, Edelman 2010, edelmandigital.com
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On Staff
On Staff
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Direct reports
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Summary
• Empowered employees act as ambassadors
• Community engagement leads to lifetime value for multiple stakeholders
• Community managers required to engage community
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• TED: Train, Equip & Deploy community managers on social platforms
• Success measured both economic & behavioral
• Organizational implications between PR, marketing & coordination with steering committee
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