community management intro
TRANSCRIPT
Tell em what you’re gonna tell em.
Tell em Then...
Tell em what you told em
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 introduction EIS 2350
IF YOU BUILD IT...will the fans show up?
Something I think we tend to lose !sight of in the “entertainment industry”
IT’S ABOUT FAN ENGAGEMENT
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:Paper Fan Club:
You’d also get some swag: a t-shirt, laminate, membership!card, 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.
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!
Contesting!Win Tickets, Meet & Greet, etc!Submit Imagery; fan photos, tee shirt designs, etc!!
Community!Message Boards!Online Chats!Scheduled 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 Technology!Apps!
Social... Networks...
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
The tools we use may change, but our interpretation of!data will always be what makes or breaks the management!
of online communities.
MONETIZATION
THE FUNNEL: AN OVERVIEW
Total Fan BaseCasual Fan!
(willing to purchase!album or ticket)
Rabid Fan!(brand disciple,
purchase music/tix, !and turn other fans
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