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We all have the same challenge. We want to develop and foster on-line communities that covet our content but may not have the ability to manage it without being on-call 24-7! How do we meet the expectations of our followers and on-line advocates? By Creating de-centralized Community Management Teams that have autonomy to engage! Ultimately, your desired goal should be to have more conversations about your brand on "user ground" than on your "brand ground"- See how the Army Reserve has approached the Community Management Challenge
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Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]
Managing & Sustaining Social Media……Without sleeping with your smart phone!
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Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]
“What if We are Successful?Who’s going to help me feed the beast?
“What if We are Successful?Who’s going to help me feed the beast?
• Daily Site Content Management (Link b/t ours and Subordinate Site Owners)
• Manages “Distributive Content model”• Primary Soft Ware Trainer / Site
Certification
Strategy Integration Specialist
• Develops and implements best practices for platform integration (1.0 and 2.0)
• Helps Synchronizes efforts across all activities & Campaigns and Directorates
Webmaster/ Content Manager
“Distributive CRM model”(Empower “Enterprise Leads/ Staff” to help Manage
Communities, Foster Interaction & Promote Advocacy)
Chief Digital/Social Media
Digital Strategy Team
Integration of Social Media into “Outreach”
Chief, Public AffairsWeb
Development Team
(Development, Maintenance & Site
Upgrades)
CMD Group Enterprise Leads
• Empowered to answer questions/ provide content• Developing a network of “on-line advocates” outside of your organization• Adopt user generated feedback to improve the organization
Go from Social Marketing…to Social Buisness by empowering users to be “change agents”
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Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]
Followers interact w/ Resources
Content is “adopted” & Shared via “On-Line Advocates”
Linked to Web & Promoted thru
Social Media Sites
Interaction Creates both Leader &“User Generated Content “
Integration Leads to a3
(Awareness, Activity & Advocacy)On-Line Media• Coordinated & Created by Army Assets & Traditional Media
Media Adopts Content
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Andrew Morton, Army Reserve Web & Social Media [email protected]
OCPA/ USAAC Driven
OCPARelated
Sites
User Ground
USAAC/ARNG Related
Sites
Family Resources
Target /AudienceSegment Driven
Veteran Organizations
ReserveResource
Sites
Passion Point/Key Interest
Driven
Promotional/Campaign
Related Sites
Educational /Business partners
My Army Reserve@MyArmyReserv
e
MyArmyReserve.com
MyArmyReserve
Common Ground
Drive to Web?
Drive to “User Ground”
usar.army.mil
Brand Ground
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Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]
MyArmyReserve Social Media Analytics
Additional Notes: (Over Last 30 Days)• Daily Active Users (anyone
interacting w/ or sharing content ) =3,502 per day
• Equals over 100K active users over 30 Days
• Impressions (combination fans and non-fans who’ve viewed a news feed from page) = 35,232 per day- Not unlike a magazine or TV Ad
• Equals over 1 million per month
• 95% of lifetime followers are active in a 30x Day period
• Age and Gender : • Majority of Audience (3 of 4) are b/t the ages of
18 & 44 – Positive note for force sustainment (large majority are of service age)
• Roughly 40% female- Positive note b/c of both force diversity & that “mothers” are key influencers (particularly in African-American Community)
• Room for Growth: Influencers b/t 45-54- Business Owners and Community Leaders
*Note: While there is no analytical way to determine affiliation w/ military (Soldier or family member) anecdotally the estimate is about 70/30 Soldiers & Families to Civilians)
Facebook Demographics Age/ Gender/ Location
Way-Ahead: Strategic Growth thru Marketing at outreach events, promotion thru traditional media, and “On-Line Advocates”
• Geographic Location: • Vast Majority (92%) are from U.S. (including PR)
• Good for Eligibility purposes (assumption based on information available)
• Room for Growth: Soldiers Stationed Overseas (PS Market in Theater)
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Andrew Morton, Army Reserve Web & Social Media [email protected] Andrew Morton, Army Reserve Web & Social Media [email protected]
Build Your Plan…
Build Your Team…
Build Your Brand…
Engage!
Conclusion
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