Social Media Week New York: Community Management Strategy for Leading Brands Okay, so you have your Fan Page up, you have your twitter page, and you are starting to integrate Social Media into your marketing efforts. But why isn’t this enough? Social media is really about enabling and engaging in conversations. But whose job is it to engage in the conversations that are happening? If you’re not participating in the conversation, you’re missing a huge opportunity! Many brands are just now starting to understand the power of Community Management. In this session you will learn how to: •Grow your company’s community and build brand advocates •Capture share of voice in your brand’s category •Improve your search rankings •Generate Earned Media and get more bang for your marketing spend •Build the internal capabilities and processes to manage conversations 24/7 •Set up an effective monitoring and measurement system •Maintain compliance with the new FTC guidelines This session shares the Dos and Don’ts of creating an effective Community Management Strategy. You’ll learn why and how to set up a network of community managers, engage in conversations across the social web, and how turn these conversations into real value for your company. Hear first-hand how they have helped leading brands over the last four years with their proprietary methodology build, grow, and engage communities

1. Community
Management
Strategy for
Leading Brands
ShesConnected Multimedia Corp.
www.shesconnectedmultimedia.com

2. Let’s see who we have attending…
• You work for a Brand?
• You work for a media company?
• You work for an agency?
• You are a community manager?
• If you are a community manager:
• Do you work directly for the Brand?
• Do you work full time as a community manager?
• Part time?
• Work for another company providing CM services?

3. ShesConnected Multimedia
Donna Marie Antoniadis, Co-founder/COO
Founder/Producer – Mobile Marketing Roadshow,
Founder/President – Apperture Inc., Digital Marketing
Agency. Selected at one of the top 20 Branded Women on
Twitter 2010
@donnaantoniadis
Donna.marie@shesconnted.com
Mark Grindeland, Chairman & Co-founder
25 + years working with Leading consumer brands.
VP/General Mgr Mobile Applications Div. – Livewire Mobile,
Co-founder/EVP Marketing & co-founder m-Qube,
CEO, Wunderman EMEA, SVP Digitas,
Co-founder/Partner - Exchange Partners
@mark_grindeland
mark@shesconnected.com

4. Why does Community Management
matter to your company?
• Increased Brand Awareness
• Reputation Management
• Improved Search Engine Rankings
• Increased Relevant Visitor Traffic
• Improve Sales for their Products or Services
Source:
http://www.doshdosh.com/social-media-marketing-campaigns-setting-
goals-defining-prospects/

5. Take aways from today’s session…
• Learn TOP trends from Brands using Social Media
• Quick summary of the latest stats….don’t blink!
• Identify ways to increase share of voice within your
brand’s category
• Ideas for improving your search rankings
• Learn how Earned Media gives you more bang for your
marketing spend
• Ideas for building internal capabilities/processes to
manage conversations 24/7
• Ideas for effectively monitoring and measuring SM
• How to maintain compliance with the new FTC guidelines

6. Top Trends for Brands
Social Media is driving consumer engagement
and growth for brands
1. Social functionality makes websites
fashionable again - social integration is
key
2. Brands get their content mojo on –
leveraging UGC and earned media
(brands are becoming media
companies)
3. Brands jumping into the conversation –
building community management
capabilities
4. Social Networking on the go – integrating
to the wireless web (phones, tablets,
gaming)
5. ROI – reaping the rewards (e.g. making
real money from social media)

7. Your words and images have
as much to do with your
brand as your product…
“Social media is the web”
7

8. Facebook
How big is it? More recent stats…
FACEBOOK
• More than 620 million active users
• 50% of active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• Average user is connected to 80 community pages, groups and
events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each month
• There are more than 150 million active users currently accessing
Facebook through their mobile devices and are twice as active non-
mobile users
Source: http://www.facebook.com/press/info.php?statistics

9. Twitter & YouTube
TWITTER
• 105 million registered users and adding 300,000 users a day
• In 2008 there were 300,000 tweets per day, by 2009 it had grown to
2.5 million per day. Today, there 50 million tweets per day—that's an
average of 600 tweets per second
YOUTUBE
• Exceeds 2 Billion views per day
• 24 hours of video is uploaded every second
• Average user spends 15 minutes per day watching
• 46 years of YouTube video watched each day on Facebook
• 94 of Advertising Age 100 advertising on YouTube
• Number of advertisers using display ads on YouTube increased 10 –
fold last year
Source: http://blog.twitter.com/2010/02/measuring-tweets.html , http://www.techradar.com ,
http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/

10. Blogs
BLOG STATS
• 133,000,000 blogs have been indexed by Technorati since 2002
• 77% of Internet users read blogs according to Universal McCann
• 60% are 18-44 * 75% have college degrees and 40% have graduate
degrees
• One in four has an annual household income of $100K
• Part-Timers, Pros, and Self-Employed Bloggers are blogging as
much as or more than ever (73%, 76% and 80%, respectively), while
Hobbyists are blogging somewhat less
• 15% of Bloggers spend 10 or more hours each week blogging.
• One in five Bloggers report updating on a daily basis
• The most common rate of updating is 2-3 times per week
• The majority of blogs use tags (85%)
Source: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009/

11. Many Brands are starting to get more
traffic on their fan page then their main
website
1)
2) 19.3
52% 22
105% 16.4
88% 14.8
72% 14.9
91% 11.1
141% 8.3
80% 7.4
90% 7.4
100% 7.7
108%
1) Source: Adage. August 23, 2010 2) Source: Facebook, January 22, 2011

12. Social Media Strategy Framework
12

13. Community Managers stimulate
conversations, drive communities,
and give voice to the brand
Publishers of Content such as blogs, Content is King – without
S P O T
video, articles, web pages
Creators the content SM does not exits
Post ratings and reviews, comments
on blogs, contributes to online forums
Critics Stimulates the conversations
S W E E T
Invites friends, sends articles
to friends Connectors Drives communities
Maintains and updates profile Driving SM
joins groups
Joiners
growth
Views profiles, video, reads
blogs, reviews & forum
Page
Spectators Views
discussions
Looks & leaves Inactives Ø
13

14. Community Management Tools
• Stakeholder Map / Organizational Alignment
• Customer Personas
• Community Guideline Document
• Marketing & Editorial Calendar
• Messaging Matrix
• Engagement flow & Escalation Guidelines
• FAQs
• Code of Conduct
• Disclosure
• Measurement and Reporting

15. Stakeholder Map & Organizational
Alignment
Marketing Public
Relations
Product
Development Market
Research
Community
Director
Customer
Care
Competitive
Intelligence

16. Socialgraphics
Social Technographics classifies people
according to how they use social
technologies.
Forrest can quantify the number of
online consumers within these groups
using their global Technographics
consumer surveys.
Creators
Critics
Connectors
Joiners
Spectators
Source: “http://www.forrester.com/empowered/tool_consumer.html
16
Inactives

17. Building Outreach List
(blogs, social networks,
twitter, forums, etc.)
Identify
Scrub
& recruit
Segment & clean
influencers
By list
Target Groups

18. Set the ground rules…and make everyone
follows them!

19. There are a multitude of tools to
choose from…
Build
Community
Build Buzz
Produce/Share
Engage
Listening

20. Bring the tools to life with your
Community Management Team…

21. Engagement from Community Managers
Community Managers initiate conversations and respond to
conversations in three broad areas
Responding to
Initiating conversations
conversations
Outbound Pre-approved Inbound
Engagement Content seeding Engagement
Out reach to facebook Taking pre-approved Inbound engagement takes
groups, fan pages, friends, content from CE and place when specific brand
bloggers, twitter, by posting the content or links mentions are made across
responding to their content. to facebook, groups, twitter, the different social media
blogs, etc. platforms.
The nature of the outreach
takes many forms but the We post this content where We use the messaging
primary goal is to build join, it is contextually relevant to matrix and escalation
engage and develop the group, or discussions guidelines to respond to the
communities. that already exist. This comments. This ensures
prevents content being that the right person
By doing so we are able to perceived as spam. addresses the comment
leverage these communities with a pre-approved
for our brand clients. messaging.
21

22. Starting by initiating conversations to build
relationships, community and reach…
Initiating • Generate fans
• Join fan pages/groups
conversations •Post on fan pages
Outbound & groups
• Stimulate conversations
Engagement (Comment/Like/Share)
Out reach to facebook
groups, fan pages, friends, • Build “followers
bloggers, twitter, by • Post tweets
responding to their content. • Re-tweet category
The nature of the outreach relevant tweets
takes many forms but the • Tweet and re-tweet
primary goal is to build join, Brand content
engage and develop • Send and respond
communities.
to direct messages
By doing so we are able to
leverage these communities • Post content
for our brand clients. • New Blogs
•Cross links
• Drive traffic to Brand
blog(s)
22

23. facebook - Brand fan page engagement
Community Managers interact
with the Brand page to drive 1
interaction with the other fans.
They post links of positive
mentions from blogs, twitter, 2
and other sites. We use bit.ly
URL links to be able to track
click-through
The goal is to drive
awareness about the card
benefits to fans and other
facebook members. This
drives earned media and
helps with SEO

24. twitter
– engagement
Community Managers “follow” 1
relevant Twitter members to grow
their “follower base”
CM re-tweet relevant posts as 2
part of the engagement strategy
The re-tweets are then seem by all of
the CM’s followers
4
3
The re-tweet shows up
on the CM’s page
24

25. Blogger – engagement
Community Managers begin 1
outreach by reading and posting
comments in response to
Blogger postings
They subscribe to email/RSS 2
updates to re-engage and build
ongoing conversations with
bloggers after each new posting.
25

26. How it works…
Social Media Monitoring
2
Crawls the
1 social
web to identify
relevant
conversations
3
We use Radian6, a web-based social
media monitoring and engagement
platform to view relevant
Collects
conversations happening around your
relevant
brand and products in real time.
conversations
to enable
6
appropriate
action
SC Community Manager
Reviews the posting and determines
4 the appropriate course of action using
Response to Post Posting
the messaging matrix That would be great…but with the way the economy
Collected Posting has been, it's nice to see them launch the 5% card.
You might want to take a look at the Flex Card
“Might be nice if we could use where you can get cash for any unused Earnings
ALL of our GM points on any which you can still apply to the vehicle. I've see a
new car we wanted vs limits....” couple of comments from people buying cars that
saved a load by using their points. Here is a link to
one: http://forums.corvetteforum.com/c6-corvette-
general-discussion/2625497-has-anyone-had-their-
5 gm-card-earnings-topped-off-for-july-
yet.html#post1574522256
26

27. Defined Escalation Process
SC Community Manager
Reviews the posting and determines
the appropriate course of action using
the messaging matrix

28. Content as a Strategic Asset
Content should be designed with the context of the media
used to communicate and engage with the consumer
Description Examples The Role
EARNED MEDIA: When the • “Like”& Member “follow” on FB Drives efficient brand awareness
(The “How” & “Where”)
consumer becomes the channel • Consumer’s page/blog/twitter and brand engagement
• Word of Mouth
SHARED MEDIA: When neither • Fan Page Becomes the core vehicle for
the consumer or brand own the • YouTube Channel consumer engagement with the
Media
media, but share it • Twitter brand
PAID MEDIA: When the brand • TV/Radio/Print/Outdoor Used to strategically spread the
pays for use of the media • Display brand and becomes a catalyst for
channel • Sponsorships shared and earned media
OWNED MEDIA: When the brand • Company Owned Retail Stores The representation of the Brand
owns and controls the media • Website/company Blog expressed through company
channels • Publications/newsletters/email owned assets.
USER GENERATED CONTENT •Comments/Blog Postings The consumer’s expression of
(UGC): When the consumer • Images and Video what the brand means to them.
(The “What & Why”)
develops the content • Audio (e.g. Podcasts) Enables 2 way Communication
BRAND ENABLED CONTENT: • Applications/Widgets Gives consumers the vehicle to
• Badges
Content
Brand enables consumers to express affinity for the brand
associate & adapt content • “Like/Follow” & Comments
PURCHASED CONTENT: Brand • Endorsements/sponsorships Drives brand association and
purchased or licensed content • Paid Editorial (e.g. Blogs, provides reach and access
advertorials, etc.)
• Sponsorships
OWNED CONTENT: When the • Retail store design, web, The foundation of the Brand.
brand produces and develops publications, etc Used to orchestrate the image,
28
their own content (Video/Images/Audio/Copy) tone, and voice

29. Media Consumption vs Ad Budget
There is a significant misalignment of Advertising spend verses
the time spent on media by consumers and an opportunity to
leverage CPM rates more effectively…
29

30. Social Media – Measuring the value
Leading brands are starting model and measure Earned Media

31. Develop an editorial calendar tied to your
marketing plan…
2010 Editorial Calendar
Content plan

32. American Express Open
Amex has created one of the best examples
of integrating Social Media with American
Express Open…
Amex Open - HIGHLIGHTS
• The Small Business Owner –
Social Network
• Traffic on OPENForum.com has
grown 350% year over year.
• 311,000 + fans on facebook
• More than 15,000 Twitter
followers – driving significant
site referrals

33. American Express Open
Social Media is driving real business results
for American Express…
SITE TRAFFIC = 622% GREATER
THAN NEXT HIGHEST SITE IN
PEER GROUP
TWITTER GENERATING OVER 7%
REFERRALS TO AMEX OPEN SITE

34. Social Integration – Brand dashboard
It’s all about being “connected”…
ONLINE FASHION
COMMUNITY HIGHLIGHTS
• Connect directly to facebook,
twitter, and YouTube
• Moderated twitter feed – shows
how Gucci is engaging in the
conversation
• Drives Mobile Adoption

35. Brands as Content Producers
Burberry has embraced the spectrum of content types and have
tied them together to tell their story and express the brand…
OWNED CONTENT PURCHASED CONTENT
Store design/merchandising Burberry Acoustic
BRAND ENABLED CONTENT USER GENERATED CONTENT
Art Of The Trench

36. Integrating Media to drive generate
“earned media”
Dolce and Gabbana have done a nice job managing the brand
across media platforms generating great value through earned
media… OWNED MEDIA
Web Site
PURCHASED MEDIA
Outdoor
EARNED MEDIA
Consumer Blogs
SHARED MEDIA
YouTube Channel

37. Brands get their Content Mojo on
Starbucks leverages User Generated Content to gain
Strategic Advantage and engage the consumer
STARBUCKS - HIGHLIGHTS
• Using consumer suggestions to drive
product, service, and brand innovation.
• Platform to engage in a dialogue with the
consumer
• Giving consumers their 15 minutes of
fame
• Starbucks generated $67.8 million of
Earned Media in Fall 2010
Source: Media Post 12/07/2010

38. Burberry – the art of consumer
envolvement
The consumer’s expression of the
brand on Burberry’s website
through that is carefully designed
and moderated…
BURBERRY - HIGHLIGHTS
• Consumers share their story of
the brand
• Functionality lets them share,
rate, comment and connect with
their social circle

39. ROI of Social
Brands are generating significant ROI on their
Social Media Efforts….
ROI CASE STUDY - HIGHLIGHTS
• Burberry: Social microsites secured 1,000,000 fans and a 10%
increase in same-store sales
• Starbucks: Generated $67.8 million of Earned Media in Fall 2010
• Cadbury: 22,000 fans of Cadbury Wispa petitioned the company
on Facebook to bring back the discontinued chocolate bar. 40
million bars were released and sold out in 18 weeks, a rate of 4 per
second
• Dominos: Credited Foursquare with a 29% pre-tax profit through
promotions that encourage people to check in to their stores
• IKEA: Used one of the most popular and basic functions on
Facebook, tagging pictures, and used it to IKEA’s advantage to
promote its showroom products from sales people to regular
people creating recommendation and advocates all over the world
and a +15% lift in sales.
SOURCE: Compiled by Barnburner.com 10/19/2010

40. Thank You!
www.shesconnected.com
www.shesconnectedmultimedia.com
mark@shesconnected.com
@mark_grindeland
donna.marie@shesconnected.com
@donnaantoniadis