Great conversation! Valuable ideas!
Connie Bensen clarified basic misconceptions (at least in my understanding) and answered questions from the audience.
Notes from the event:
- What does the community manager do? The community manager helps the community to exist… encourages participation of those who would not do it otherwise…
- Communities are coming into b-to-b
- At the top of the sales funnel – education about the field
- Middle of the sales funnel – specifying product/solution type
- Client support
- What a community can do for b-to-b: feedback for product development, QA, PR
- Social media can also play an internal role of connecting departments and breaking the silos
- Community manager might be effective in inviting everybody interested in the company and teaching them how to use social tools… key idea – everybody interested, not everybody required…
- Where is the community belong in the organization? It depends on the business goals: if the goal is customer care, the call center might be a good place…
- The dilemma of the time: a community manager might develop strong personal brand while working for a company and then… leave the company. In this case, the company will loose the “brand equity” that the individual has built. Should people develop “company brands” rather than “personal brands’? From another side – personal brands help companies….
- Tools (new for me):
- Social media is not a fad… we are shifting toward knowledge economy and social media is necessary.
Another great AMA event with Julio Ojeda-Zapata, Pioneer Press technology editor and author of “Twitter Means Business”
Julio’s book “Twitter Means Business” is the required reading for one of University of Minnesota classes…
Some notes from the event:
- What is Twitter? Twitter is Web publishing… Blogging is time consuming, twitter is not.
- Twitter is a big water cooler.
- Twitter is good for meeting new people. Facebook is better to communicate with people you know.
- Twitter is something new…
Companies on Twitter:
- Comcast is on twitter; the company scans the twits and contact people who are having difficulties with the service. Comcast is “helping itself.”
- Sears is not on Twitter; unsatisfied customers are free to express their disappointment without any intervention from the company’s side. Sears is “blissfully unaware” about unhappy customers.
Separate Twitter account can be created specifically for press releases – interesting… and very reasonable.
Company can set up Twitter account to do one thing, but the effort can morph into something completely different…(similar to blogs)
In a company, managing Twitter account has to be somebody’s job…
Wow! Before I could thin about typing my notes, the presentation and the video was already posted! The event was as great as usually, and it was a pleasure to hear from a friend that I lured to attend how much she liked the event.
Kristina Halvorson impressed my friend (and probably everybody else) with wonderful information and exceptional delivery.
Points from the event:
- In most cases, brands are now evaluated for their “usefulness” rather than “preferability.” Brands are expected to be functional.
- Offline: passive engagement (we hope to capture attention)
- Online: people are active (getting attention is not enough) ; the brand must be
- Content strategy plans for creation for useful, usable content
- Content should “support” for business goals and needs of the user
Example: Ford Models
Web content allows the modeling agency to create a new successful business model – the agency uses beauty tips and other beneficial for the target audience material to attract attention (and sponsors) to its videos. The agency is keeping careful balance of authenticity of the advice and product promotion.
Business case study – Ford Models YouTube Channel
Web content is different from the print – it is permanent and requires maintenance; the company needs to
Example: Money management software
Example of content not as useful form the user standpoint (I would simply call it product centric this malady does not affect online content only… 🙂 )
Example of content that is more beneficial from the user’s standpoint (I would simply call it customer-centric approach – but marketing was struggling with it for a long time not only in the area of web content)
Brands are looking for functionality and usability that can bring measurable results online.
From the questions:
- people do read online after they finished scanning
- newspapers are dying because we are going online to read
- however, we need to support pre-read activities
An exercise to “put the stakeholder into user’s shoes” – offer the stakeholders to “shop” for car insurance online (for example). Start with the list of questions that they would like to answer, then visit several sites trying to answer these questions… The exercise should help stakeholders to view their site from the point of view of the users.