Community management intro

SULLIVANFINCHSLOANE

Thursday, March 21, 13

OR


http://www.michael-sloane.com/youtube-vimeo-pinterest-instagram/



Tell em what you’re gonna tell em.

Tell emThen...


Tell em what you’re gonna tell em.

Tell emThen...

Tell em what you told emThursday, March 21, 13

Brand Development

Finding the core of your product, Building an Image / Feel

Social Marketing

Taking that core “to market”, digitally representing that message to the world


COMMUNITY MANAGEMENT

an introductionEIS 2350


IF YOU BUILD IT...wi" the fans show up?

Something I think we tend to lose sight of in the “enteratinment industry”




IT’S ABOUT FAN ENGAGEMENT





poor fan management will not equate to monetization!





poor fan management will not equate to monetization!

...and in the end $$$$


HOW WE GOT HERE:

Fan Clubs:

Paper Fan Club:

A community of people who sign up via Mail to receive a periodical news letter.

A fan club is a group that is dedicated to a well-known person, group, idea, or sometimes an inanimate object. Fan clubs were initially (and sometimes still) run by fans who devote a considerable amount of time and resources supporting them. There are also “official” fan

clubs that are run by someone associated with the person or organization the club is centered around. This is the case for many musicians, sports teams, and entertainment figures.


HOW WE GOT HERE:

Fan Clubs:

Paper Fan Club:

A community of people who sign up via Mail to receive a periodical news letter.

A fan club is a group that is dedicated to a well-known person, group, idea, or sometimes an inanimate object. Fan clubs were initially (and sometimes still) run by fans who devote a considerable amount of time and resources supporting them. There are also “official” fan

clubs that are run by someone associated with the person or organization the club is centered around. This is the case for many musicians, sports teams, and entertainment figures.


http://www.thealabamaband.com/fanclub.html



HOW WE GOT HERE:Paper Fan Club:

You’d also get some swag: a t-shirt, laminate, membershipcard, etc.

all for $25 a year!


ADVENT OF THE INTER-WEBS

Message Boards:

Groups of fans coming together to discuss information specific to their artist.


http://johnmayer.yuku.com/forums/63/t/My-Stupid-Mouth.html%23.T1-A_itSSMd

http://johnmayer.yuku.com/forums/63/t/My-Stupid-Mouth.html%23.T1-A_itSSMd

ARTIST ONLINE FAN CLUB

Initially there are Two Models:

Todd Rundgren David Bowie


ONLINE FAN CLUB

Web BasedISP

Fan Club as a function of the WebSite. Fans would have

access to traditional fan club materials in addition to

“Official” message boards and potential interaction with the

artist

The Fan Club IS the web. You’d logon to a portal similar

to AOL. At which point the entire

portal is branded to that of the artist.


WEB BASED FAN CLUB

Web Based Fan Clubs (obviously) Win Out

ContestingWin Tickets, Meet & Greet, etcSubmit Imagery; fan photos, tee shirt designs, etc

CommunityMessage BoardsOnline ChatsScheduled times to “talk” to the artist


WEB BASED FAN CLUB

This basic premise grew a slew of companies

echo music

music today

ultrastar entertainment (david bowie)

music city networks

MLB


Email Signup

Store

Fan Club Integration

“Pre-Sale” Tickets

WEB BASED FAN CLUB CO.

Primary Features

What they were really selling was data integration.


NEW TECHNOLOGIES

Lowered Barrier of Entry (CMS)Wordpress, Drupal, Joomla

HTML 5

Mobile TechnologyApps

Social... Networks...


... AND EVEN EASIER

WIX

TUMBLR

SQUARESPACE

SNAPPAGES

WEBNODE


http://wix.com

http://wix.com

THE SOCIAL SHIFT

Social Networking Transformed the Digital Space

Where there used to be ONE communication channel(which you owned and controlled)

There were now DOZENS(which are social properties you manage but don’t own)

Brands found (and continue to find) difficulty in Prioritizing and Managing their communication

channels


PRESENT DAY: HOW ARE WE MANAGING COMMUNITY

Increased Brand Awareness

Visibility and Referral Traffic

Higher Brand Affinity and Brand Recall

Increased Traffic and Sales

Measurable “Word-Of-Mouth” (viral)

Customer Loyalty and Deepened Relationships

Brand Development and Innovation

Long Term Customer Relationship Management

...and what should we be looking for?


WHAT ARE THE TOOLS?

Official Web Presence

Social Networks Email Marketing

Street Team, Fan Club,Fan Sites

Apps (D2F, Mobile,Embeds)


HOW TO USE THE TOOLS...what should we be looking for?

Who is the audience?

How large are they?

What characteristic do they share?

What do they care about?

What do they talk about?

Who do they talk to?

How do they interact?

How do you best contact them?


HOW THE HELL DO YOU FIND THAT OUT ???


ANALYTICS

If you get nothing else from this class.

Appreciate Analytics


ANALYTICS

If you get nothing else from this class.

Appreciate Analytics

The tools we use may change, but our interpretation ofdata will always be what makes or breaks the management

of online communities.


MONETIZATION


THE FUNNEL: AN OVERVIEW

Total Fan Base



Total Fan BaseCasual Fan

(willing to purchasealbum or ticket)





Rabid Fan(brand disciple,

purchase music/tix, and turn other fans

onto the brand)







onto the brand)

Hardcore Fan(avid disciple,

multi-purchase, non-fairweather)







onto the brand)

Hardcore Fan(avid disciple,

multi-purchase, non-fairweather)

Lifetime Fan(buys

everything)


FOCUS ON THE CORE

Monitoring and Measuring analytics let you know many things about your fanbase.

How should you contact them?How frequently?Through What Channels?What time / What day?What will they share?What are they most willing to buy?

...know your fans and their tendencies


TAKE AWAYS:

Understanding of Analytics allows you to maximize your Audience Funnel

Convert more Rabid, Hardcore, and Lifetime fans.

The tools WILL change. The ways in which we know our fanbase will not.


THE REST OF THE SEMESTER

Methodology to Content and Communication

How to determine core fans and market to them

How to analyze data and truly know your fanbase

Knock group projects out of the park


Community management intro

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