Community Engagement: Managing Communities Across Digital Embassies

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    11-Aug-2014
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Community engagement is at the core of social media. "Digital Embassies" such as your organization's presence on Facebook and Twitter must not only be launched but managed. This slideshow provides a strategic framework for the large enterprise to follow.

Transcript of Community Engagement: Managing Communities Across Digital Embassies

  • Community Engagement Managing Communities Across Digital Embassies EdelmanDigital.com | @edelmandigital
  • The current digital media OWNED landscape is an overlapping proper1es mix of paid, owned, earned proper=es combined with EARNED the emergence of pervasive media social pla8orms. 2 edelmandigital.com
  • DIGITAL PROPERTIES WEBSITES CUSTOM BUILT PORTALS INTERNAL/ENTERPRISE OWNED proper1es EARNED media Social Engagement Across Digital Media, Proper1es & Social Pla8orms 3 edelmandigital.com
  • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID proper1es media Social Engagement Across Digital Media, Proper1es & Social Pla8orms 4 edelmandigital.com
  • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID proper1es media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS EARNED media Social Engagement Across Digital Media, Proper1es & Social Pla8orms 5 edelmandigital.com
  • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID EMBASSIES proper1es media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED pla8orms media OUTPOSTS RELEVANT MESSAGE BOARDS Source: BLOGOSPHERE Edelman 2010, edelmandigital.com Social Engagement Across Digital Media, Proper1es & Social Pla8orms INFLUENCER ENGAGEMENT 6 edelmandigital.com
  • DIGITAL RICH MEDIA CONTENT PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID EMBASSIES proper1es media PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS SOCIAL EARNED pla8orms media OUTPOSTS RELEVANT MESSAGE BOARDS Source: Social Engagement BLOGOSPHERE Edelman 2010, edelmandigital.com Concentrated Here Social Engagement Across Digital Media, Proper1es & Social Pla8orms INFLUENCER ENGAGEMENT 7 edelmandigital.com
  • Edelman 2012 What is Social Engagement? 8 edelmandigital.com
  • Social Engagement is a con=nuous set of interac=ons, communica=ons, and par=cipatory behaviors between individuals seeking meaningful connec=ons to others. For organiza=ons, this leads to a more engaged community, loyal customers, stronger brand anity, and measurable outcomes which demonstrate mutual gain for all stakeholders. 9 edelmandigital.com
  • Edelman 2012 Embassies, Ambassadors & Envoys 10 edelmandigital.com
  • Embassies: Your Home Away from Home Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who manages them. 11 edelmandigital.com
  • Domains Are Owned: Embassies Are Managed Domains You Control (Internal & External) Owned Digital Properties (on-domain) 12 edelmandigital.com
  • Domains Are Owned: Embassies Are Managed Domains You Control (Internal & External) Public Ecosystems You Establish Embassies In Owned Digital Properties (on-domain) Managed Digital Properties (off-domain) 13 edelmandigital.com
  • Embassies Have Ambassadors: Outposts Need Envoys Envoys are employees, agents or members of the public who are willingly dispatched to outposts properties that are not owned or controlled by the business, brand or organization. 14 edelmandigital.com
  • Edelman 2012 What is Community Management? 15 edelmandigital.com
  • Community Management is the act of engaging members