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Online Communities:
10 Things for Marketers to Know
                   walter.adamson@kinshipdigital.com
                      m: +61 403 345 632 @adamson
                                www.kinshipdigital.com
                           Connect with me on Linkedin
                      http://linkedin.com/in/adamson
Online Communities:
10 Things for Marketers to Know
1.    It's all about understanding customers better
2.    Communities enable the collaborative trend
3.    Communities are a path to a bigger goal
4.    Community strategy is key
5.    Communities are market intelligence
6.    Communities give marketing a stronger seat at the leadership table
7.    Communities feed brand development
8.    Communities enable speed to market
9.    You must Plan, Do, Check, Act
10.   Communities need to be planned as part of a total social
      architecture


                                                                           2
#1 Communities & Marketing are Aligned




It's all about understanding customers better.




                                             3
#2 Communities Enable Collaborative Trend


 Marketing is becoming a collaborative effort between
               brands and their customers.

 Communities enable and enhance this collaboration.




                                                        4
#3 Communities are Path to a Bigger Goal


All social initiatives need to be serve a broader goal.

            Ideally you have a big vision.

 Communities are a path towards that vision. They
          themselves are not the goal.



                                                      5
#4 Community Strategy is Key




                   Poor strategy is the #1 cause of failure
                                                       6
#5 Communities are Market Intelligence


  Building a large, engaged following of consumers /
         businesses is a huge asset to any brand.

 You can [must] analyze all aspects of the community,
 content, behaviour to determine the key topics/issues
 that resonate most and will drive marketing initiatives.




                                                        7
#6 Communities give Marketing a Stronger
Seat in the Leadership Group

CEOs are saying they want to create a more collaborative
  environment to change their approach to markets, by
  developing their products and services and interacting
                   with their customers.

Communities can position Marketing in a leadership role
             in this discussion (and action).


                                                       8
#7 Communities feed Brand Development


Effective use of communities allow you to differentiate
your brand, create loyal customers, mine for marketing
           insights and influence the market.




                                                          9
#8 Communities enable Speed to Market


 Social platforms including Communities help you scale
   and create speed that allows you to capture market
          share so it’s a competitive differentiator.

It allows you to grow faster, particularly in new emerging
        markets where you may have a difficult time
                   connecting otherwise.


                                                         10
#9 You must Plan Do Check Act
Community Monitoring & Improvement

Monitoring and Analysis is                            1. Assess



         vital.                          8. Monitor                 2. Strategise




                                                      Social
                                                      Business
                             7. Engage                Community                  3. Create
                                                      Framework




Continuous Improvement
and Strategic Alignment.                 6. Share                   4. Protect


                                                      5.
                                                      Participate




                                                                                         11
#10 Communities need to be Planned
as part of a total Social Architecture
         Participating                                      Wikis
         Listening, establishing reputation
         (I’m one of you)




         Managed
         Listening, supporting, building
         reputation, marketing
                                                           External
                                                         Communities

         Owned                                          Closed Network
         Listening, supporting,
         building relationships,
         collaborating
          Example: customer communities                    Internal
          Example: channels, members
                                                         Communities

          Example: Intranets, communities of practice
Examples
Examples
Cisco Learning Community (B2B)
• 2m+ members, education, training, hiring
• Has become Industry resource e.g. far more than just Cisco products
• Unrivalled insights into technical needs, HR trends, product innovation
Samsung Nation (B2C)
• Allows Samsung to connect to buyers, otherwise unknown (buy at retail store)
• Strong Gamification and rewards
• Buyers solve problems and become advocates
My Starbucks (B2C)
• Ideation – product innovation looking for new ideas
• Year 1 75,000 ideas, 43 implemented
• Strong advocacy, brand development, product launch success guaranteed
DELL Ideastorm
• Looking for improvements to existing products
• Massive customer contributions to improve products


                                                                                 14

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Online Communities 10 Things for Marketers to Know

  • 1. Online Communities: 10 Things for Marketers to Know walter.adamson@kinshipdigital.com m: +61 403 345 632 @adamson www.kinshipdigital.com Connect with me on Linkedin http://linkedin.com/in/adamson
  • 2. Online Communities: 10 Things for Marketers to Know 1. It's all about understanding customers better 2. Communities enable the collaborative trend 3. Communities are a path to a bigger goal 4. Community strategy is key 5. Communities are market intelligence 6. Communities give marketing a stronger seat at the leadership table 7. Communities feed brand development 8. Communities enable speed to market 9. You must Plan, Do, Check, Act 10. Communities need to be planned as part of a total social architecture 2
  • 3. #1 Communities & Marketing are Aligned It's all about understanding customers better. 3
  • 4. #2 Communities Enable Collaborative Trend Marketing is becoming a collaborative effort between brands and their customers. Communities enable and enhance this collaboration. 4
  • 5. #3 Communities are Path to a Bigger Goal All social initiatives need to be serve a broader goal. Ideally you have a big vision. Communities are a path towards that vision. They themselves are not the goal. 5
  • 6. #4 Community Strategy is Key Poor strategy is the #1 cause of failure 6
  • 7. #5 Communities are Market Intelligence Building a large, engaged following of consumers / businesses is a huge asset to any brand. You can [must] analyze all aspects of the community, content, behaviour to determine the key topics/issues that resonate most and will drive marketing initiatives. 7
  • 8. #6 Communities give Marketing a Stronger Seat in the Leadership Group CEOs are saying they want to create a more collaborative environment to change their approach to markets, by developing their products and services and interacting with their customers. Communities can position Marketing in a leadership role in this discussion (and action). 8
  • 9. #7 Communities feed Brand Development Effective use of communities allow you to differentiate your brand, create loyal customers, mine for marketing insights and influence the market. 9
  • 10. #8 Communities enable Speed to Market Social platforms including Communities help you scale and create speed that allows you to capture market share so it’s a competitive differentiator. It allows you to grow faster, particularly in new emerging markets where you may have a difficult time connecting otherwise. 10
  • 11. #9 You must Plan Do Check Act Community Monitoring & Improvement Monitoring and Analysis is 1. Assess vital. 8. Monitor 2. Strategise Social Business 7. Engage Community 3. Create Framework Continuous Improvement and Strategic Alignment. 6. Share 4. Protect 5. Participate 11
  • 12. #10 Communities need to be Planned as part of a total Social Architecture Participating Wikis Listening, establishing reputation (I’m one of you) Managed Listening, supporting, building reputation, marketing External Communities Owned Closed Network Listening, supporting, building relationships, collaborating Example: customer communities Internal Example: channels, members Communities Example: Intranets, communities of practice
  • 14. Examples Cisco Learning Community (B2B) • 2m+ members, education, training, hiring • Has become Industry resource e.g. far more than just Cisco products • Unrivalled insights into technical needs, HR trends, product innovation Samsung Nation (B2C) • Allows Samsung to connect to buyers, otherwise unknown (buy at retail store) • Strong Gamification and rewards • Buyers solve problems and become advocates My Starbucks (B2C) • Ideation – product innovation looking for new ideas • Year 1 75,000 ideas, 43 implemented • Strong advocacy, brand development, product launch success guaranteed DELL Ideastorm • Looking for improvements to existing products • Massive customer contributions to improve products 14