Conversational Marketing Campaign – Best Practice

CONVERSATIONAL MARKETING ONLINE COMMUNITY MANAGEMENT

Rahul NambiarMaster in Digital Marketing, Class of 2010, IE Business School

Conversational Marketing and Online Community Management

“Communities Are Powerful Tools, As Long As You Put Members Needs First”Jeremiah Owyang, Social Media Industry Analyst, Forrestor Research

Online Community Management

Essential to any Online Conversational Marketing Campaign

Powerful Tool for Customer Retention, Word of Mouth and Customer Insights

Let go off the control!

Manage and Listen. Not Control Act as the host

Putting Community Needs first Build Trust Nuture Conversations

Focus on the Objectives Kick Starting is difficult

Have a plan Set the right team Be flexible Chart a Road Map

Always remember the Life of a Successful Community

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Nurturing Conversations towards action Dell IdeaStorm

Push User to publish ideasPush User to publish ideas

Play the host to decision by community

Play the host to decision by community

Implement the best ideas – Make the users feel important and involved in decision making. Hence grow the brand value

Implement the best ideas – Make the users feel important and involved in decision making. Hence grow the brand value

Critical Success Factors

Setting up of team 2 people focused on IdeaStorm Communities now grown to 40 person

strong team Playing the ideal host is the key Listening and Acting on the ideas

Implementation of an idea required Dell to relook at a contract with Microsoft

Ease of Usage and Seemingly Un-biased approach to the ideas

Measurement is also the key Not the normal ROI metrics Number of ideas Number of comments

Number of votes Active vs Inactive members Response rate: implemented, partially

implemented, under review or reviewed All monitored on a weekly basis

References

http://dominiquehind.wordpress.com/2008/10/12/dell-ideastorm-the-snapshot/

http://www.web-strategist.com/blog http://www.forrester.com/ http://blog.ecairn.com/2009/01/22/dell-id

eastorm-and-obama/