Community Management Day
October 2011
Build the right Community Management Strategy
We work with strategic counseling, development and implementaBon of social media soluBons, iniBated to create value for companies and organizaBons related to internal and external communicaBon, public
relaBons, product development, branding and markeBng.
25% Strategy – 25% Technology – 25% Creative – 25% Human
A full‐service social media agency
We help companies and brands organize, manage and engage in social media to leverage and measure the opportunity of creaBng value through the online social sphere.
Who we are
What we do Organize – Manage – Engage ‐ Measure
We find it essenBal that we hold knowledge and best pracBce on how the various social media plaLorms are to be used in a business perspecBve and that we through our community connects with thought leaders within social media around the world.
We welcome you to become part of our community.
50.000 fans on a Facebook page is not a goal!
SePng goals for Mindjumpers community
Goals
Targets
Strategy
TacBcs
KPI´s
Sell more stuff
Increase revenue with 100% in 2011
Generate leads and sales through our community investment
X number of fans/followers/readers X number of shares
Quarterly ROI measurement
ROI = (Profit – Investment)/Investment
Mindjumpers community management – The cost
X amount of DKK for staff cost
X amount for technical cost
Other: rent, equipment, subscripBons etc.
Mindjumpers community management – The Profit
PR & MarkeBng
From “did you mean mind dumpers?” to 1.1 million search results
+200 referral links to our blog (Alexa.com) +3.800 followers on Twijer +1.700 Fans on Facebook
Mindjumpers community – The Profit
Revenue
Using our community iniBaBves as validaBon towards new bizz
6 months later A European project is signed off on DKK 500.000
Mindjumpers community – The Profit
Revenue
Value of a Fan
An average fan is worth $136 per year Study made by Syncapse, asking 4.000 fans of the top 20 brands on Facebook about
their past and future purchasing behavior
On average, fans spend an addiBonal $71,84 more than
non fans
Source: Syncapse.com
Using Coca‐Cola as benchmark ($69)
Taking only 50% of the worth of an average fan ($35)
In other words – a fan is will buy 4 buckets more per year
than a non‐fan
Cost per fan
Community Management fee for X months DKK X AdverBsement cost DKK X Merchandise and freight DKK X
Total cost DKK X
StarBng number of fans Fans 1.447 Total number of fans YTD Fans 11.480
Total number of gained fans Fans 10.033
Total cost per fan DKK X,X
Social Media ROI
ROI (Profit‐investment)/investment > 7,0
How we have been trained to market?
(1) Develop a campaign
(2) IdenBfy Sources
(3) Develop Compelling Content & Offers
(4) Broadcast
(5) Wait...
Data that is driven by
Dialog and
Contextual Content within a
Community
For businesses, markeBng through Social Media is about
For Example, let’s say we are selling...
Listen for individuals who show a likelihood of buying
Target: ➡ Hyper‐target individuals with contextual offers and content
➡ IdenBfy contextual Influencers ➡ Create contextual conversaBons
Through Social We Could: @bill Need new shoes for the office party. What to buy?
HUGE ski trip with the guys next month! Can’t wait!
month 2 in marathon training. Feeling bejer everyday
UGH! I hate back to school shopping for the kids!
Need shoes? We have the largest selecBon & 20% discount so you look great at the party hjp://bit.ly/45hdf
Dude! If you need a new pair of kicks check these out hjp://bit.ly/jhgk ‐ We will power you on the big day!
Looking for new ski boots? 10% of for you today hjp://bit.ly/jhgk
We hate it too... shop online and avoid the hassle... free returns! hjp://bit.ly/jhgk
Fundamental Difference in communicaBon
VS
What’s at the core?
Building a community
Goals
Targets
Strategy
TacBcs
Building sustainable relaBonships
CreaBng conversaBon
Making content relevant for conversaBon
Socially sharable
Strategic and social sharable
What would you do when you’re walking into the cinema to watch a « romantic » movie with your girlfriend … when there are only 2 seats available amongst a group of « Hell’s Angels »?
Strategic and social sharable
Successful campaigns
What seems to get the users ajenBon from Brands on Facebook
Charity campaigns
Online Event
Co‐create and reward
Listen / Customer service
Combine on and off‐line
Source: AllFacebook.com
Community Management ‐ CommunicaBon
Tone of Voice
ConversaBonal touch points
Engagement Key words
Target group / Tribe
Approval flow
Planning
39
My brand
If you wanna be my brand!
Never let me down
Keep on making me
smile
Alwayssurprise me
Change when you need to,
but stay true to your heritage
Dress nicely
Stay honestand tell the truth
- cause I willforgive you
Never ever take me for
granted
“If you’ll stick to these simple guidelines – I’m prepared to spend the rest of my life with you and give you my all my love.”
Johan Ronnestam
Social Designers
40 Social Designers
How tocreate engaging
updates and rank higher in people’s
news feed?
Ask questions and provide easy call-to-action
Make conversational topics and plan updates accordingly
Never miss proof reading
Remember people see updates in their news feed
Post only 5-10 % sales-oriented updates
Include photos and videos as often as possible
Keep timing in mind and post only once or twice a day
Communicate in the brand’s tone of voice
Keep updates short and focused
How to produce engaging updates
41
Facebook.com
/Mindjumpers!
@Mindjumpers!
Mindjumpers.com/blog!
Just Write on our wall !