forum con - dan gill - forums: where social media purchasing happens
DESCRIPTION
While Facebook, Twitter, Geolocation, and other memes dominate the “social media” buzz, savvy marketers understand the importance of authentic communication with engaged and intent consumers, best found in online forums. We will demonstrate ways that great communities create symbiotic opportunities with marketers, explain how to accentuate the right aspects of your statistics and audience, and showcase strategies for improving your sites’ content to appeal to advertisers. Dan is a graduate of Stanford University, 9 time All-American gymnast, and former international competitor for the US National Team. Starting his career in enterprise software, Dan held key positions in Sales, Business Development, and Marketing. Stars aligned in 2007 when his oldest brother Ted, a career engineer and technologist approached him with the concept behind Huddler.TRANSCRIPT
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Too many options for 25 minutes…- Monetizing users: Classifieds, Schwag, Supporter
Memberships, etc.
- Ad Networks/Remnant: Adsense Ad Networks
- Affiliate links: Viglinks/Driving Revenue, Ebay, etc.
- Direct Sold/Premium: Building relationships with brands and agencies to advertise on your site
Online Community Monetization
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Late 2008.
“What in heaven’s name made you think you could monetize the real
estate in which somebody is breaking up with their girlfriend?” - Ted McConnell, GM Interactive Marketing and Innovation, P&G
One Year Later.
“P&G sees the value of digital and social media in consumers’ lives and
we want to connect with consumers in the environments where they are
spending their time.”- P&G spokesperson
The Social Media Freight Train
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Unprecedented Adoption
Recent Survey by Alterian of 1,068 Global Marketers:“66% of marketers will be investing in engaging consumers via social media channels in the coming 12 months”
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Many to many communication – user driven
Conversational
“Real-time” – nothing more real-time about Twitter than forums…still asynchronous communication
ABSOLUTELY FORUMS ARE SOCIAL MEDIA – so why don’t we get as much love? That’s why we’re here…
Are Forums Social Media?“Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model rooted in conversations between authors, people, and peers.” –Brian Solis, Social Media Manifesto
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Marketer’s Ideal: Engagement AND Intent
Intent
Engagement
Ideal Blend:Forums?
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Forums are Social, but based on Shared Passion
“Seeking recommendations for the very best audiophile over-ear headphones on the market today?”
Where Purchasing Happens in Social Media
“What is the best high quality whole wheat flour for daily baking needs…?”
“I love J Brand’s new
Agnes black denim, any
other ideas for a classy
black skinny jean?”
“We’re planning our big
day, thinking Cabo…we
need a great resort and
amazing local
photographer!?”
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
So What?!
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Savvy Marketers are hip to the new reality
Past
Present
“Many marketers focus on media spend (principally advertising) rather than on driving advocacy. The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews – or worse, isn’t even discussed online – it’s unlikely to survive the winnowing process.” –Harvard Business Review, 12/2010
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
1) Your Influencers• The Classic 1-9-90 rule of the online communities• Not just post count, but most threads started, largest number of
replies – “Connectors”
2) Intent Traffic• Analytics are your friend• How many natural search visitors came to your site using queries
containing your target advertisers’ brand? Their product category?• Accentuate the positive – high time on site? Huge re-visit frequency?
Huge audience? Lots of activity?
Your Two Most Valuable Assets
Help advertisers work with you and your influencers to influence your intent users
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
• Providing ways for brands to interact with your community that work for both your community and the brand• Focus groups• Product Sampling• Contests/Giveaways• Structured interaction within the community
• Understand potential advertisers’ goals and what you can realistically provide• Product feedback?• Buzz?• Brand Loyalty?• Positive association?• Sales?
Examples!
Symbiotic Marketing
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
BestDestinationWedding.com
BDW is THE site for brides planning their weddings around the globe• Strong focus on SEO• Philosophy of letting
brides share not only with one another, but directly with vendors on the site
• 1:1 conversations with vendors become 1:many conversations because of “lurkers”
• Jan-2011 has been our highest traffic ever
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Showcase Page Sponsor Logos
Letting a Brand Participate
Custom Signatures
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
• Contests/Giveaways• Tell us your BFF story and get a free photo shoot• Review writing contest for free nights at resort in
Mexico• Contributing Articles/Wikis with their
knowledge (pay to play)
Other ways we’ve Invited Marketers/Anecdotes
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
•Mothering.com’s tips for washing cloth diapers•[new washer/dryer] saves you 2 hours a week. “How would you pamper yourself in that hour?” •[new washer/dryer] saves you $200 a year, “How would you spend it?”•[new washer/dryer] ultra-quiet features, “How would you spend your quiet time?”
•600x250 unit (homepage) or 300x500 unit (content pages). •Left half of the unit involves conversations taken from Mothering and other relevant Huddler communities. •Right half of the unit introduces the relevant feature that saves our Whirlpool buyer time, quiet and money.
Conversations: Sponsored by [major washer/dryer brand]
mothering conversations
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
• Your site may not be ready for Best Buy to drop $500k on it, but it may be time for a local provider to spend $500/month
• Understand their goals• Understand your strengths• Tell a compelling story/anecdote – you wouldn’t run your community
if you didn’t have passion and knowledge
Think Big, but be Realistic
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Questions?
ForumCon SF 2011
Forums: Where Purchasing Happens in Social Media
Context is Key
Response to review on video game community
Response to same review on Facebook