Presentation at MediaNext on converged media

1. Optimizing Client Social Media Programs
Colin Browning
Director, Converged Media Services
IDG

2. Key Social Trends for 2013
1 Social on Mobile Leads Growth
2
Converged Media is Optimized Media
3 Content Marketing & Visual Storytelling
4
Globalization of Social

3. “Mobile is in our DNA… For us, it’s all about mobile and
it always has been."
-Biz Stone, Co-Founder, Twitter

4. The Mobile First, Social First Transformation
• Smartphone users spend almost 33 minutes a day on Facebook.
• Sixty-one percent said they check the network daily.
• Mashable noted Facebook is the third most popular app; email and browser ranked
1 and 2.
• Twitter primary mobile users are 96 percent more likely to follow 11 or more
brands, while the average Twitter user only follows five or more brands.
• They’re more engaged: 63 percent more likely to click on links, 78 percent more
likely to retweet and 85 percent more likely to favorite a tweet.
Twitter and Facebook ARE
mobile platforms !

5. Mobile Content Creation
• Mobile Content creation is taking off
• We typically find out about major
news events through social media
• Roughly 90% of the Boston
Marathon bombing coverage was via
social/mobile sources

6. “Through social networking, we can transform the global
economy into a global community."
- Robert Silverstein

7. The World is Social!

8. Global Overview: Top Social Networks
US
UK
Germany
China
Japan
Brazil
Russia
Spain
India
S. Korea
Xing StayFriends
RenRenPengyouTencentWeiboWeiboQQ
Mixi
VostuOrkut
OdnoklassnikiVKontakta
Tuenti
Orkut
CyWorldNaver

9. “It’s all storytelling, you know. That’s what journalism is
all about."
-Tom Brokaw

10. Content is Critical
• 78% of chief marketing officers think
custom media represents the future of
marketing.
• 70% of consumers prefer getting to know a
company via articles rather than ads.
• 80% of business decision-makers prefer to
get company information in a series of
articles versus an advertisement.
• 60% of executives will watch a video online
as opposed to reading, when given the
choice

11. “In the future, all media will be converged… We might
not be able to separate the difference and consumers
might not be able to separate the difference."
-Jeremiah Owyang, Altimeter Group

12. What is Converged Media?

13. OWNED:
Audiences come for
great IDG content.
18 comments
10 comments
7 comments
EARNED:
Audiences stay for
great conversations.
PAID:
The great content &
conversation reaches
a broader target market
IDG Converged Media Amplifies our Efforts

15. Engagement Theory
How do we use these trends?

16. Align with Client Objectives and based on Converged Media
Amplify Programs
Integrated
Programs
AWARENESS/
BRANDING
ENGAGEMENT
THOUGHT-LEADERSHIP/
CREDIBILITY
DEMAND/
LEAD GENERATION
CUSTOMER
INTELLIGENCE
PROGRAM NAME ALIGNS TO YOUR OBJECTIVE /INITIATIVE
1. Enhanced Community Threading g g
2. Ignite g g
3. Knowledge Vault Exchange g g
4. Power Blog g g
5. Community Works g g g g

17. The Community Magic Bullet?
Paid, Earned, Owned Media?
PAID
EARNED
OWNED
WHAT IS MISSING?

18. The OTHER VARIABLES
What makes Paid, Owned and Earned work?
PAID
EARNED
OWNED

19. The Content Spectrum For Engagement
Interest vs. Engagement
CORE BUSINESS CRITICAL
EVERGREEN
TIMELY
Engagement
Interest
Engagement
Interest
Engagement
Interest
Engagement
Interest

20. Examples
Engagement
Interest
Engagement
Interest

21. The Passion of Community Management
• Community managers should be:
• Excited to talk to every new member
• Reaching out EVERY possible way
• Phone
• Email
• Over coffee!
• Thanking members for every contribution
• Suggesting members comment on specific posts

22. Community programs are maturing
95% of organizations staff a
community program team
75% of community staffing is
in-house
80% of organizations have
policies governing online
activities
50% of organizations have a
community playbook
Source: The Community Roundtable 2013 State of Community Management Survey

23. Standards for community programming are emerging
Source: The Community Roundtable 2013 State of Community Management Survey
0 20 40 60 80 100
Content promotion
Offline events
Regular online events (webinars,…
Member advisory board
Badges or status
Percentage of survey participants using the specified programming
Member-facing programming in online communities
Organizations that can
quantify the value of
community management
Organizations reporting ROI
of community

24. As are standards for community engagement
Community playbooks
include:
• Online engagement policies
• Membership and engagement
levels
• Guidelines for posting and
organizing content
• Monitoring and response schedule
• Standards for reporting metrics
50 55
67
0
20
40
60
80
Survey average Organizations
reporting ROI of
community
Organizations that
can quantify the value
of community
management
Percentage
Percentage of organizations using
community playbooks
Source: The Community Roundtable 2013 State of Community Management Survey

25. The Membership Journey
Stranger Lurker Participant Sharer Member Advocate
Effort
AdvocateLurker
Stranger Participant
Sense of Ownership

26. Points of Engagement
Maximizing the possibilities
SENSE OF OWNERSHIP
VISIT
CLICK
EMAIL
FOLLOW
RETWEET
BOOKMARK
PIN
SHARE
SUBSCRIBE
COMMENT
POST
MESSAGE
JOIN
LIKE
ANSWER
POLL
LURKER PARTICIPANT SHARER
SOLICITE
MEMBER ADVOCATE
EFFORT

27. Example
Clicks & Views
Thumbs Up
Thumbs Up
Polls
Comments
Follows

28. Time
Inception
•Slow, direct growth
•Limited engagement
•No sense of community
•50 – 100% of activity
generated by community
manager
Establishment
•Growth ramps, some
referrals
•Engagement grows
•Limited sense of
community
•50 – 70% of activity
generated by community
manager
Maturity
•Growth accelerates
• High levels of
engagement
• Strong sense of
community
• 10 – 40% of activity
from community
manager
Mitosis
• Topics change,
community splinters
• Community starts back
at inception
• Some/many members
continue to provide a
base

29. Colin Browning
Colin_Browning@IDG.com
@CRBrowning
www.LinkedIn/in/colinbrowning