IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 4Class Session 4Building Communities Building Communities

June 27June 27thth 2011 2011

Key TerminologyKey Terminology

POST method- POST method- a framework for assembling a social engagement plan- it a framework for assembling a social engagement plan- it is is People, Objectives, Strategy, TechnologyPeople, Objectives, Strategy, Technology

Brand Monitoring- (or Listening)- Brand Monitoring- (or Listening)- the act of gathering information and the act of gathering information and insight that is of use to your brand and your businessinsight that is of use to your brand and your business

Private Communities- Private Communities- incorporates many of the elements of a ‘Walled incorporates many of the elements of a ‘Walled Garden’ and is one that is devoted to a particular topic and can be used Garden’ and is one that is devoted to a particular topic and can be used as focus group.as focus group.

Groundswell Approach-Avoidance Syndrome- Groundswell Approach-Avoidance Syndrome- the challenge of the challenge of attempting to keep pace with shifting technologies in the social space- attempting to keep pace with shifting technologies in the social space- often produces obsession and inactivityoften produces obsession and inactivity

Sentiment Monitoring/Analysis- Sentiment Monitoring/Analysis- literally keeping tabs on online literally keeping tabs on online mentions and trends relating to a business or brand- natural extensions mentions and trends relating to a business or brand- natural extensions to topics as SCRM and opinion miningto topics as SCRM and opinion mining

Key TerminologyKey Terminology

CyberEmotions- CyberEmotions- Collective Emotions in Cyber Space- a project funded Collective Emotions in Cyber Space- a project funded by the European Commission with the objective of understanding the role by the European Commission with the objective of understanding the role of collective emotions in creating, forming, and breaking-up of collective emotions in creating, forming, and breaking-up eCommunitieseCommunities

Sentiment Monitoring Tools- Sentiment Monitoring Tools- includes both ‘freemium’ applications like includes both ‘freemium’ applications like Google Alerts, or dashboards provided by companies such as , or dashboards provided by companies such as ReSearch.ly, , Radian6, or , or Alterian- to varying degrees enable users to - to varying degrees enable users to keep track of mentions, conversations etckeep track of mentions, conversations etc

Storytelling- - in marketing/advertising is utilizing a narrative (one that is in marketing/advertising is utilizing a narrative (one that is true) to differentiate, position, and provide authenticitytrue) to differentiate, position, and provide authenticity

Failing to Plan = Planning to Fail!?Failing to Plan = Planning to Fail!?A Strategic Approach to the GroundswellA Strategic Approach to the Groundswell

The devil is in the details. That is, for better or worse, how you The devil is in the details. That is, for better or worse, how you start planning to address creating a Groundswell strategy. A start planning to address creating a Groundswell strategy. A methodology exists-the POST method- it stands for people, methodology exists-the POST method- it stands for people, objectives, strategy, technology. Here is an explanation with objectives, strategy, technology. Here is an explanation with some additional insight: some additional insight:

• PeoplePeople- what are your customers ready for? Are they ready to - what are your customers ready for? Are they ready to engage?engage?

• ObjectivesObjectives- what are your goals? What do you want to do with - what are your goals? What do you want to do with this?this?

Listening- Listening- obtain customer insightobtain customer insightTalking-Talking- extend marketing efforts extend marketing effortsEnergizing- Energizing- word of mouth with brand advocatesword of mouth with brand advocatesSupporting- Supporting- enable customers to support one anotherenable customers to support one anotherEmbracing- Embracing- bringing customers into business processesbringing customers into business processes

• StrategyStrategy- how do you want to change your relationships with - how do you want to change your relationships with customers, and how do you want them to relate to your brand?customers, and how do you want them to relate to your brand?

• TechnologyTechnology- pick the appropriate technologies to address the - pick the appropriate technologies to address the objectives and strategy objectives and strategy

Telling a Strategic StoryTelling a Strategic Story

Perhaps ‘storytelling’ is a term that risks overuse. But as we Perhaps ‘storytelling’ is a term that risks overuse. But as we begin the process of building communities for engagement, begin the process of building communities for engagement, this is an important concept. this is an important concept. Credible storytelling can work to can work to position brands, transform business, and engage workers.position brands, transform business, and engage workers.

As you look to tell your own story consider:As you look to tell your own story consider: USP- - Unique Story Proposition- develop Unique Story Proposition- develop

one for your brandone for your brand It’s a pull strategy- utilizing targeted content - utilizing targeted content

to pull an audience to your siteto pull an audience to your site They take what they willThey take what they will- permits users to - permits users to

draw their own conclusion- that lends draw their own conclusion- that lends credibilitycredibility

Thought and emotionThought and emotion- makes a winning - makes a winning combination- info alone is insufficientcombination- info alone is insufficient

Future orientedFuture oriented- link to shared goals and - link to shared goals and idealsideals

Building a Might Nest- A Solutions Based Building a Might Nest- A Solutions Based ApproachApproach

While each network boasts a unique culture, your organization too is While each network boasts a unique culture, your organization too is home to a distinct culture that defines the brand. home to a distinct culture that defines the brand. From Brian SolisFrom Brian Solis

A Mighty Nest is an A Mighty Nest is an example of a growing example of a growing business that has business that has leveraged the groundswell leveraged the groundswell to drive growth. But how:to drive growth. But how:Provide insightProvide insightProvide need to know Provide need to know informationinformationSolutions orientation Solutions orientation focusfocusOffer community Offer community members purpose, members purpose, sustenance, and directionsustenance, and direction

Other examples of communities that Other examples of communities that engage by being engaging?engage by being engaging?

Engagement Exercise-Engagement Exercise-Let’s Get LinkedInLet’s Get LinkedIn

For an in class For an in class exercise, let’s get exercise, let’s get registered (if you’re registered (if you’re not) and begin not) and begin looking at these looking at these crucial capabilities, crucial capabilities, groups etc.groups etc.

Let’s also make sure to Let’s also make sure to follow-up on our Quora follow-up on our Quora exercise from last week.exercise from last week.

It’s your digital Rolodex, resume, and networking platform. It’s also a It’s your digital Rolodex, resume, and networking platform. It’s also a search engine/database for contacts within companies. It’s important if search engine/database for contacts within companies. It’s important if you are looking for a job. It’s also an important promotional vehicle. you are looking for a job. It’s also an important promotional vehicle.

Some Thoughts on Building CommunitiesSome Thoughts on Building Communities

Since we’ve completed the initial step of identifying a client, Since we’ve completed the initial step of identifying a client, following are some common threads that you should plan to following are some common threads that you should plan to address:address:What are the client’s objectives?What are the client’s objectives?Does the strategy you are developing adequately address the Does the strategy you are developing adequately address the client’s objectives? If so how?client’s objectives? If so how?What media usage insights do you have on your audience?What media usage insights do you have on your audience?Usability- does the community you are developing work for the Usability- does the community you are developing work for the client from a logistic, usability perspective? Can they meet the client from a logistic, usability perspective? Can they meet the demands of sustaining the community?demands of sustaining the community?

If you can’t answer any of the above points, you should re-If you can’t answer any of the above points, you should re-examine your approach carefully.examine your approach carefully.