What's
Inside:
Greetings Online Community Peeps,
Happy 2009! I sincerely hope that you are having a good start to the new year. We are starting '09 off in a challenging environment. The good news? We have just transitioned (at least domestically) to an inspiring new leadership team. We are also seeing signs of life in the Online Community industry, amongst all the bad news and layoffs. Based on our recent research, the attitude towards the value of online communities by executive stakeholders skews more towards the positive than the pessimistic.
What can you do, dear reader? Two things: if you have open positions for community staff (or know others that do), please post them on our job board. If you are currently looking for a position, please feel free to let me know. We are often asked for referrals.
Hang in their peeps. It is likely going to be a bumpy (but interesting) ride for the next few months.
Best,
Bill
ps: *seriously*, don't hesitate to call / email if I can help - bjohnston@forumone.com | 415.299.9638
Bill Johnston, Editor
bjohnston@forumone.com
(follow @billjohnston on Twitter)
A Message From Our Sponsors:
SolutionSet
Strategic consulting with custom creative and technology solutions to achieve your organization's Community goals. SolutionSet works with you.
http://www.solutionset.com
Online Community Research Network
Join the leading network of Online Community professionals and collaborate with experienced online community and social media pros about best practices for building and managing communities. Sign-up now and take advantage of our January discount of $200 off of a one year membership!
Go here to sign up (discount applied on registration page)
Online Community Highlights
Online Community and Social Media - Let's Get Back to Basics
The economic downturn has been difficult on community and social media teams, but there is a common theme of optimism and hope for 2009. While advertising budgets will certainly see sizable cuts, social media and online community efforts will become even more important as they offer cost effective ways to connect with users and customers. It’s important to get back to basics this year and focus on creating solid online community and social media strategies that address the key factors in building a successful company brand. There are a plethora of tools that offer cheap ways to connect with customers via your social marketing campaign, including: blogging, social networking with your customers, newsletters, podcasts, webcasts and events that allow for plenty of networking among participants. Ultimately, 2009 will be a year of relationship building and honing online community and social media strategies.
How to Develop a Community Strategy - OC Report
Social Media Target Strategies For A Better 2009 - Social Media Explorer
Top 10 Social Media Predictions for 2009 - Liv Large
Key Elements of an Online Community Strategy - Jennifer Osborne
Social media makes sense for frugal CMOs - BtoB
Three Rules for Thriving in 2009 - MediaWeek
Social Networking Opportunities in a Recession - Social Shakers
Online Communities: Surviving and Thriving in the Downturn
We initiated the Online Communities: Surviving & Thriving in the Downturn Economy survey in late November of 2008, and ran until the second week of December 2008, as part of our ongoing research efforts with the Online Community Research Network. The intention of the study was to get a broad look at how the role of online community in organizations is being affected by the down economy, what effect the economy is having on community stakeholder’s attitudes, and what tactics community managers and strategists are employing to thrive during the downturn.
We received approximately 87 responses. Participants represent a healthy swath of the types of organizations participating in online community culture. Participating industry categories include: software companies, technology and non-tech manufacturers, media companies, non-profit organizations and independent consultants.
Key findings from the report:
- The average rating that respondents gave in response to the overall affect that the economy has on their online community 2009 projections was somewhat affected ( 2.5 / 5)
- The three most affected areas of community operation *to date* (and
projected to be affected in 2009) are:
- Contractor Staffing
- Platform Budget
- Full Time Staffing
- The majority of respondents will NOT be making any immediate changes to their online community staffing (71%)
- The majority of respondents will NOT be making any immediate cuts on community infrastructure, features or services (84%)
- 40% of the respondents said that their internal stakeholder’s attitudes
have changed towards the value of the online community because of the current economic pressure.
The full report "Online Communities: Surviving & Thriving in the Downturn" (Published 1/09, 45pgs) is available to Online Community Research Network members and is also available for purchase, and includes additional information on:
- The three most common tactics / activities that have been employed to
engage a tougher economy in 2009.
- The four most common pieces of advice participants gave to help peers thrive during an economic downturn.
- Important resources.
Online Communities: Thriving in the Downturn - OCReport
More Highlights:
Brands Struggled With Social Media in '08 - CkickZ
Marketers had a difficult time leveraging social media in 2008.
Job One: Advertisers' Survival Plan For 2009 - MediaPost
While social network spending is only about 5% of the overall $24 billion online ad dollars, it represents more promising engagement marketing and interactive revenues.
BK Offers Facebook 'Sacrifice' - AdWeek
Ditch your not-so-best friends on Facebook and earn a burger.
The Next Social Network? Your Car - AdAge
Ford VP-Americas Shares Thoughts on Why Autos Aren't Just for Driving Anymore
IPA Report: Social Media Key to Continued Online Ad Growth - ClickZ
The report, titled "Social Media Futures -- The future of advertising and agencies in a networked society," suggests the U.K. digital ad industry could experience growth of just 1.2 percent per year by 2016 if it fails to prepare adequately for a consumer-led digital media landscape.
A creative primer on the power of brand widgets - iMedia Connection
Brands that overlook the importance of an impactful widget presence may leave crucial influencers untapped.
Federated Media Cuts Staff, Shifts Focus To Social Media - MediaPost
Federated Media Publishing has cut staff as part of a strategic shift toward "conversational marketing" at the expense of traditional display ads.
Social Media : Wake Up and Smell The Engagement! - m-travel.com
A look at the value of engagement as a key component of social media.
Online Community Events
Building a Business Case for Social Marketing
A live Webcast featuring Bill Johnston, Rob Harles and Kate Neiderhoffer
Date & Time: January 28th at 3:00pm EST
Three of the leading experts in social marketing - Bill Johnston of Forum One, Rob Harles of Sears Holdings and Kate Neiderhoffer of the Dachis Group (formerly with Nielsen) - will discuss their real-world experiences in managing online communities and provide practical advice on how to build an effective business case and overall strategy for social marketing and community initiatives.
The discussion will focus on how to:
- Create an effective community strategy that drives tangible business results
- Move back to basics with community planning: focusing on the "why" vs. the "how"
- Develop an engagement measurement framework that maps to your overall community objectives
- Set the right expectations internally for your community initiative
- Avoid common mistakes
Reserve Your Seat Today!
Online Community Unconference East
February 11, 2009
The Online Community Unconference East is a gathering of online community professionals - managers, developers, business people, tool providers, investors - to discuss experience and strategies in the development and growth of online communities. Those involved in online community development (and social software in general) share many common challenges: community management, tools, marketing, business models, legal issues. As we have found with our past events, the best source of information on all of these challenges is other knowledgeable practitioners.
Early bird pricing has been extended through January 22nd. Register now and save $50.
Click here to register
Online Community Business Forum
March 19-20, 2009
The Online Community Business Forum is an invitation-based event bringing together business leaders who drive active online communities. Based on the industry-leading Online Community Summit, the Business Forum focuses specifically on online community business models and tactics, what works, and what is on the horizon.
In the 2009 Business Forum, scheduled for March 19-20 in Sonoma, California, we'll have an in depth review of online community business topics such as advertising models; subscriber models; ROI frameworks; new revenue models; and other important topics for the online community executive. We limit attendance at our executive events to allow true discussion during our sessions.
Click here to register. Password is "sonoma"
Mobile Social Media Unconference
April 23, 2009
The Mobile Communities Unconference is a gathering of strategists, community hosts, device manufacturers, service providers, and content developers to discuss the emerging opportunities and challenges that mobile communities present.
Several factors are driving the importance and relevance of this topic, most notably the fact that the number of mobile handsets in use globally dwarfs the number of personal computers. This fact, combined with the increasing sophistication of mobile devices, increasing speed of data flowing on mobile networks, the increasingly robust web experiences available via mobiles, and the explosion in interest around social networking begs the questions: what impact will mobile have on pc-bound online community experiences? And what are the unique opportunities for mobile-only experiences that transcend voice?
Click here to register
Online Community Unconference
June 18, 2009
The Online Community Unconference is a gathering of online community practitioners - managers, developers, business people, tool providers, investors - to discuss experience and strategies in the development and growth of online communities. Those involved in online community development (and social software in general) share many common challenges: community management, tools, marketing, business models, legal issues. As we have found with our past events, the best source of information on all of these challenges is other knowledgeable practitioners.
Click here to register
OC Expert Interview : Aaron Strout, Powered
This month's Expert Interview is with Aaron Strout, VP of Marketing in Austin, Texas. Aaron has recently joined Austin, TX based Powered as the VP of marketing. As the head of marketing at Powered, Aaron focuses not only on day to day marketing activities but also provides a social voice for the company. In this role, Aaron continues with his speaking, blogging, podcasting and social networking activities with an eye toward creating awareness and lead generation for the company. Prior to joining Powered, Aaron was the Vice President of Social Media at Mzinga, and focused on tapping into the power of social media for business. In addition to his knowledge of the interactive and new media landscape, Aaron has more than 15 years of online marketing and advertising experience, with a strong background in integrated and online marketing.
Click here to read the interview.
Know an online community expert with an
interesting story to tell? Or are you one yourself? Email me, and
you may be the next expert interviewee.
Online
Community Jobs
A current list of Online Community job opportunities. If
you would like
to include an open position in the next issue of the newsletter, please
email
me with the title and link to the job description.
Apture
Community Manager
CODEPINK
Online
Community Organizer
Forum One
Internet Strategist/Project Director - Seattle
Senior Programmer - Technical Lead
Internet Research
Analyst - Seattle
Internet Research Analyst
Gas Pedal
Web Designer / User Experience Designer
Leverage Software
Client Services Manager
Lithium
Online Moderator (Part-Time), Remote
Peak 6
Social Media Specialist
the groupery
Online Community / Website Manager
Virgin Media
Virgin Media Community Senior Producer
Walmart
Community Analyst
Young Presidents' Organization
Director, Member Communities
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