We all have the same challenge. We want to develop and foster on-line communities that covet our content but may not have the ability to manage it without being on-call 24-7! How do we meet the expectations of our followers and on-line advocates? By Creating de-centralized Community Management Teams that have autonomy to engage! Ultimately, your desired goal should be to have more conversations about your brand on "user ground" than on your "brand ground"- See how the Army Reserve has approached the Community Management Challenge

1. Managing & Sustaining Social Media ……Without sleeping with your smart phone! 1

3. Manages “Distributive Content model”

6. Developing a network of “on-line advocates” outside of your organization

7. Adopt user generated feedback to improve the organizationGo from Social Marketing…to Social Buisness by empowering users to be “change agents” 2

9. Family Resources USAAC/ARNG Related Sites Promotional/ Campaign Related Sites Educational /Business partners Drive to Web? OCPA/ USAAC Driven Passion Point/ Key Interest Driven MyArmyReserve My Army Reserve @MyArmyReserve OCPA Related Sites usar.army.mil Brand Ground Reserve Resource Sites MyArmyReserve.com Veteran Organizations Common Ground Drive to “User Ground” Target /Audience Segment Driven User Ground 4

11. Equals over 100K active users over 30 Days

12. Impressions(combination fans and non-fans who’ve viewed a news feed from page) = 35,232 per day- Not unlike a magazine or TV Ad

13. Equals over 1 million per month

14. 95% of lifetime followers are active in a 30x Day period

15. Age and Gender :

16. Majority of Audience (3 of 4) are b/t the ages of 18 & 44 – Positive note for force sustainment (large majority are of service age)

17. Roughly 40% female- Positive note b/c of both force diversity & that “mothers” are key influencers (particularly in African-American Community)

18. Room for Growth: Influencers b/t 45-54- Business Owners and Community Leaders

19. Geographic Location:

20. Vast Majority (92%) are from U.S. (including PR)

21. Good for Eligibility purposes (assumption based on information available)

22. Room for Growth: Soldiers Stationed Overseas (PS Market in Theater) *Note: While there is no analytical way to determine affiliation w/ military (Soldier or family member) anecdotally the estimate is about 70/30 Soldiers & Families to Civilians) Way-Ahead: Strategic Growth thru Marketing at outreach events, promotion thru traditional media, and “On-Line Advocates” 5

23. Conclusion Build Your Plan… Build Your Brand… Engage! Build Your Team… 6