Creating SafetyCommunity.com

6/18/09

CREATING SAFETYCOMMUNITY.CO

M

2

Concept

– In spring 2008, our client asked for a “Big Idea” but did not have a big budget to match

– We knew that safety professionals have a hunger for knowledge sharing and networking

– We came up with the idea to develop the first and only online social network dedicated to health and safety professionals

3

Research– Studies show that more than one third of U.S. Internet users are

active in professional online communities– A 2008 survey by the trade publication Industrial Safety & Health

News indicated that 80 percent of safety respondents look online for safety and health news updates.

– Conducted extensive blog and social media research into workplace safety industry

– Held informal focus groups/gathered anecdotal findings at National Safety Congress.

– Researched software platform and functionalities– Identified and reached out to potential online influencers as well

as key trade media– Collected best practices from other leading consumer and B to B

companies that had launched niche social networks

4

Planning– Recommended that the community have only subtle Ansell branding at first in order to attract the broadest possible group of safety professionals across all industries and niches– Designed community for audiences including safety managers, foremen, safety engineers, factory and construction workers, media members, industry executives and anyone for whom workplace safety is a profession or passion– Set objectives for year one of the community’s existence:

1,000 members by 12/31/08 (achieved in 2/2009)

2,000 members by 7/31/09 (on target to achieve)

Lead generation for the Ansell sales force

Continual organic growth and activity on the community

– Initial budget was $35K which included technical costs, initial community marketing and online promotions, and start-up maintenance

5

Execution & promotion– Utilized Ning platform which allowed us to focus resources on

content, community management and promotion– Seeded community with positive content including blog posts,

photos, videos and discussion starters of interest to a wide variety of safety professionals

– Served as community mayors for the site, welcoming new members, answering questions and directing them to content on the site that matched their interests

– Created direct e-mail announcements to send to Ansell’s existing database of safety industry professionals, including customers and prospects

– Developed a search engine optimized media release for Ansell’s key publications announcing the new site

6

Integrated marketing– Utilized social media marketing to tap into established Web

sites, tools and communities – such as podcasts, LinkedIn, Facebook, Twitter and MySpace

– Conducted personal pitching with major influencers in the safety industry, as well online influencers such as bloggers, to help drive membership and referrals

– Implemented tradeshow promotions at major industry events– Developed traditional advertising to further reach safety

professionals via the top industry trades and email newsletters

7

All graphic slide

8

Results– In just over one year, community is thriving and self-

sufficient– Traffic to date includes more than 45,190 unique visits and

309,273 page views– Average time spent on site is 6.84 pages and about 5

minutes– Community activity to date: 1,683 members, 925 photos,

495 blog posts, 44 events, 66 videos and 319 discussions– Site provides thought leadership opportunity, voice of

customer research, opportunity to build relationships with customers and prospects, social media hub

– Generated positive press coverage for site and Ansell via more than 500 online sites and 30 trade publications

Results

– Since May 2008, Ansell’s Safety Community has grown to more than 1,600 members and every core metric (visits, traffic, engagement) has showed significant improvement

Results

Community Membership

Traffic Channel Performance

Traffic Source Visits Time on Site PV/V Conversion Rate

Direct 1083 6:01 8.26 2.75%

Referrer Traffic 6687 6:44 8.94 3.17%

All Search 6556 2:32 4.35 2.59%

Organic Search 4456     

Paid Search 2100     

Top Referring Sites, Traffic

Site Number of Visits

ohsonline.com 1,082

ansellpro.com 1,002

prweb.com 895

us.mg1.mail.yahoo.com 373

workerscompinsider.com 333

ansell.ning.com 170

images.google.com 166

ansellsafety.com 145

twitter.com 111

managesmarter.com 109

Other Successes

– Inbound links indexed by Yahoo have increased to nearly 2,000

– Webbed-o-Meter score increases– More blog posts and discussion forums posts

on the “Online Safety Community”– Social network (Twitter, Facebook, Myspace,

LinkedIn) friends and followers continue to grow

– More people and visits tracked by Compete.com

15

CONNECTLara Kretler Bill Balderaz@LaraK @[email protected] [email protected] or 937-271-9151 614-291-8456 or 937-215-6148www.fahlgrenmortine.com www.webbedmarketing.comwww.larakretler.com http://buzz.ducttapemarketing.com