Bryant Shea, Building Online Communities

Building Online Communities Through User Generated Content
and Social Networking
Bryant Shea, Director Content Management

Definition

com·mu·ni·ty
A group of people having common interests
American Heritage Dictionary

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 2

Online Community


Message Boards: The Users’ Smoking Lounge


We’ve Embraced the Interaction

Skype has 180 million users worldwide

100 million videos viewed daily online

26% of internet users rate and review

30% of Americans with internet access read blogs


People spend most time online,

Hours per week during leisure time (global average)
Under 18
Aged 18-35
Aged 35-54
55 and over
16%

16%
16%
13%

14%
12%
11%

8%
8%

8%
7%
6%

5%

3%
2%
2%

3%

2%

2%
2%
2%

1%
1%
1%
TV Radio Newspapers Magazines Cinema Online

Source: “Surveying the Digital Future”, Jeffrey Cole, 28 countries, 2005


The True Story of a Hybrid Car

Meet
Pete Blackshaw



The promise:
50 MPG

The reality:
31.4 MPG


User-Generated Content Has Credibility


The Question of Negative Contributions



“Early on we made the decision that if we were to hold this
contest,…we would be summarily destroyed in the
blogosphere if we censored the ads based on their viewpoint.
So, we adopted a position of openness and transparency, and
decided that we would welcome the debate….
The overwhelming majority of the 22,000 submissions thus far
have been earnest attempts at creating positive
advertisements….
Anyway, it sure got people talking about the Tahoe. Which
was the whole idea, after all.”
Ed Peper, Chevrolet’s General Manager



“By losing that control over the brand experience, Chevy
actually brought more people into it.…
If you're going to participate as a marketer in the social
computing arena, you’ve got to have thick skin and be ready
to engage in the messy world of your customer’s opinions.
Marketers that have the guts to turn over their brand to the
public will in the end win over their customers.”
Charlene Li, Forrester Research


So Why Create an Interactive Community

Build brand awareness
•
Gain customer Insight
•
Quickly reach your customers
•
Increase brand loyalty
•
Increase Sales
•
Reduce Costs
•


Brand Awareness


Gaining Customer Insight


Build brand loyalty


Increase Sales


Reduce Costs


Reebok & Sprite


Reebok – Why “Run Easy”


Rebook - Approach

Create an integrated campaign that combines Web, TV,
•
mobile, print and outdoor media to encourage consumer to
speak to and through the brand in a meaningful way
Create a “hub”, www.goruneasy.com, that fosters
•
community-building through user-generated content
Leverage exhibiting tools and behaviors to create a running
•
experience where visitors can share running routes, post
snap shots, upload music and join discussion groups
Create and aggressive online and offline media campaign
•
including, home executions, digital advertising and TV
Intregrate a mobile component to outdoor advertising
•


Reebok Run Easy


Case Study: Reebok Run Easy goruneasy.com


Reebok - Create


Case Study: Reebok Run Easy goruneasy.com


Rebook - Talk


Reebok - Watch


Reebok - Talk


Reebok - Promotion


Key Take-a-Ways

Understand what your users want
•
This is all new…don’t be afraid to try something
•
Leverage what has already been created
•
Promote cross-channel
•
Participate! Not just on your own site
•
Set expectation with your users up front
•
Have a plan for negative contributions
•


Q&A


Bryant Shea, Building Online Communities

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