Bryant Shea, Building Online Communities

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Information about Bryant Shea, Building Online Communities

Published on June 21, 2007

Author: webcontent2007

Source: slideshare.net

Building Online Communities Through User Generated Content and Social Networking Bryant Shea, Director Content Management

Definition com·mu·ni·ty A group of people having common interests American Heritage Dictionary Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 2

Online Community Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 3

Message Boards: The Users’ Smoking Lounge Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 4

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 5

We’ve Embraced the Interaction Skype has 180 million users worldwide 100 million videos viewed daily online 26% of internet users rate and review 30% of Americans with internet access read blogs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 6

People spend most time online, Hours per week during leisure time (global average) Under 18 Aged 18-35 Aged 35-54 55 and over 16% 16% 16% 13% 14% 12% 11% 8% 8% 8% 7% 6% 5% 3% 2% 2% 3% 2% 2% 2% 2% 1% 1% 1% TV Radio Newspapers Magazines Cinema Online Source: “Surveying the Digital Future”, Jeffrey Cole, 28 countries, 2005 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 7

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 8

The True Story of a Hybrid Car Meet Pete Blackshaw Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 9

The True Story of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 10

The True Story of a Hybrid Car The promise: 50 MPG The reality: 31.4 MPG Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 11

The True Story of a Hybrid Car Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 12

User-Generated Content Has Credibility Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 13

The Question of Negative Contributions Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 14

The Question of Negative Contributions “Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” Ed Peper, Chevrolet’s General Manager Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 15

The Question of Negative Contributions “By losing that control over the brand experience, Chevy actually brought more people into it.… If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.” Charlene Li, Forrester Research Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 16

So Why Create an Interactive Community Build brand awareness • Gain customer Insight • Quickly reach your customers • Increase brand loyalty • Increase Sales • Reduce Costs • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 17

Brand Awareness Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 18

Gaining Customer Insight Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 19

Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 20

Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 21

Build brand loyalty Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 22

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 23

Increase Sales Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 24

Reduce Costs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 25

Reebok & Sprite Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 26

Reebok – Why “Run Easy” Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 27

Rebook - Approach Create an integrated campaign that combines Web, TV, • mobile, print and outdoor media to encourage consumer to speak to and through the brand in a meaningful way Create a “hub”, www.goruneasy.com, that fosters • community-building through user-generated content Leverage exhibiting tools and behaviors to create a running • experience where visitors can share running routes, post snap shots, upload music and join discussion groups Create and aggressive online and offline media campaign • including, home executions, digital advertising and TV Intregrate a mobile component to outdoor advertising • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 28

Reebok Run Easy Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 29

Case Study: Reebok Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 30

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 31

Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 32

Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 33

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 34

Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 35

Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 36

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 37

Reebok - Create Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 38

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 39

Case Study: Reebok Run Easy goruneasy.com Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 40

Rebook - Talk Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 41

Reebok - Watch Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 42

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 43

Reebok - Talk Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 44

Reebok - Promotion Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 45

Reebok - Promotion Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 46

Key Take-a-Ways Understand what your users want • This is all new…don’t be afraid to try something • Leverage what has already been created • Promote cross-channel • Participate! Not just on your own site • Set expectation with your users up front • Have a plan for negative contributions • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 47

Q&A Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 48

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