Web 2.0 Strategy for Effective Engagement with OIA Stakeholders

The OIA Web 2.0 Project

“Develop a Web 2.0 strategy through which they can engage with all their stakeholders to share information more efficiently both internally and externally”

“Provide recommendations on how the OIA can develop a community using Web 2.0 to engage with all their stakeholders”

Research Methods

Interviews with

Experts

Members Survey

Case Studies

Literature Review

The Social Media Revolution

Why Should the OIA and its Members Embrace Social Media?

#1 Activity Online:Social Network

22% of the time online spent on Social Networks

96% of the Generation Y have joined a social network If Facebook was a country, it

would be the World’s 3rd largest

78% of consumers trust peer recommendations

80% of companies use social media for recruitment

24 hours of video uploaded on Youtube every minute

20 billion Tweets up to date

4 billion+ images hosted on Flickr

2 billion+ YouTube videos viewed per day

500 million Facebook members

200 million Blogs

75 million Twitter accounts

70 million LinkedIn members in over 200 countries

60 million status updates on Facebook everyday

50 million tweets per day (600/second)

16 million+ articles on Wikipedia in 270 languages

6.2 million new Twitter accounts every month (2-3/second)

What are the Benefits of Social Media?

Enhance Collaboration

Increase traffic on your website

Professional Networking

Gain Operational Efficiency

Get closer to your Audience

Generate Leads

Reach a Wider Audience

Build Loyalty

How Should the OIA Implement Social Media?

There is no Secret Recipe, but…1. Understand your Audience2. Define the Central Issue & Objectives3. Find Some Key-Users4. Engage & Listen to Your Audience5. Engage With Other Outdoor Communities6. Find the Right Social Media Mix7. Measure your Success

Understanding OIA’s Audience: Members Survey

A majority of “inactives” and “spectators” around 70% of members do not use any

social media yet

Around 20% of “creators”actively using social media,

mainly retailersAround 10% of “joiners”

present on some platforms but no real interactivity

Central Issue & Objectives

Don’t try to talk about everything to everyone!

What do OIA members want to talk about?

What is your Objective?• Listening• Talking• Supporting• Energising• Embracing?

OIA Website Top Content1. Careers2. News & events3. Membership information

Find Key-Users

• Prepared to engage, help maintaining, bring other users

• Start with 5-6 key users behind closed doors

• Open up the community when it becomes interactive

Engage & Listen to your Audience

“An online community is just like pub, with food and beer as content: you go there and come back for the quality and amount of content and people inside.”

“It doesn’t matter if there’s 100 or 100,000 members. What matters is the number of people who are truly engaged.”

“Make sure your passion, enthusiasm and commitment comes through. That is what we all respond to.”

“Ask your community to provide content and keep asking. Never stop asking.”

Engage with Other Outdoor Communities

“Linking with other bloggers in the same area of interest can be extremely powerful.”

“Like in Pubs, community members enjoy going to different places with different atmospheres”

“Collaborate rather than compete”

“Make sure your content strategies are complementary rather than substitites”

“Learn from each other”

Find the Right Social Media Mix

• No One Size Fits All• Combine different tools for different purposes• Depends on Your Audience , Objectives & Strategy• Experiment different platforms

29% of OIA members use Twitter

31% of OIA members use Facebook

17% of OIA members use LinkedIn

24% of OIA members use Blogs

6% of OIA members use Forums

6% of OIA members use Flickr

5% of OIA members use Youtube

Suggested Tools for The OIA

Twitter Facebook LinkedIn Blog Collaboration tool Monitoring

Which Tool for

What Purpose?

Blog: Central platform to engage with members & outdoor bloggers

Twitter: Reach a wider audience & strengthen the community

Facebook: Create a company persona & increase awareness

LinkedIn: Professional networking & promote outdoor jobs

Collaboration platform: Facilitate communication & collaboration among members

Tweetdeck/HootSuite: Facilitate maintenance & monitor conversations

• What gets Measured gets Managed!• Monitor the Conversations• Ask for Feedback• Use Google Analytics• Learn from your Mistakes• Review your Objectives

Measure Success

Dos & Don’ts

• Update Frequently• Content Strategy• Right Social Media Mix• Be Human• Be Honest & Authentic• Educate, Entertain, Enlighten• Give &Take• Participate & Engage• Passion & Enthusiasm• Commitment• Reward Participation

• Try to be Everywhere• Talk to Everyone• Talk about Everything• Try to Please Everyone• Gaping Hole Perception• Too Many Inactive Users• No Content Strategy• Hide Behind your Brand• Be too Loud• Forget to Listen & Reward

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