Bryant Shea, Building Online Communities
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Building Online Communities Through User Generated Content and Social Networking
Bryant Shea, Director Content Management
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Definition
com·mu·ni·tyA group of people having common interests
American Heritage Dictionary
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Online Community
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Message Boards: The Users’ Smoking Lounge
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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
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People spend most time online,
Source: “Surveying the Digital Future”, Jeffrey Cole, 28 countries, 2005
Hours per week during leisure time (global average)
12%
6%
2%
14%
11%
8%
1%
16%
13%
3%
1%
16%16
%
7% 5%
3%
1%
TV Radio Newspapers Magazines Cinema Online
Under 18Aged 18-35Aged 35-5455 and over
8% 8%
2% 2%
2% 2% 2%
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The True Story of a Hybrid Car
Meet Pete Blackshaw
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The True Story of a Hybrid Car
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The True Story of a Hybrid Car
The promise:50 MPG
The reality:31.4 MPG
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The True Story of a Hybrid Car
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User-Generated Content Has Credibility
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The Question of Negative Contributions
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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
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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
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So Why Create an Interactive Community
• Build brand awareness• Gain customer Insight• Quickly reach your customers• Increase brand loyalty• Increase Sales• Reduce Costs
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Brand Awareness
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Gaining Customer Insight
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Build brand loyalty
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Build brand loyalty
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Build brand loyalty
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Increase Sales
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Reduce Costs
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Reebok & Sprite
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Reebok – Why “Run Easy”
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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
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Reebok Run Easy
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Case Study: Reebok Run Easy goruneasy.com
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Reebok - Create
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Reebok - Create
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Reebok - Create
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Reebok - Create
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Reebok - Create
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Case Study: Reebok Run Easy goruneasy.com
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Rebook - Talk
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Reebok - Watch
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Reebok - Talk
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Reebok - Promotion
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Reebok - Promotion
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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
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Q & A
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