measuring the success of online communities, dave linabury, nov 4, 09
DESCRIPTION
Social media communities have become the hottest marketing tool of the decade, but how can you tell if they are working? What are the ways to measure them? Are current marketing methods really the best way to measure a community? Learn how to start a successful community for under $100, and measure its success.TRANSCRIPT
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Measuring the Success of Online Communities
Dave Linabury SVP, Social Media Director
Campbell-Ewald
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Who Am I and Why the Hell am I Qualified to Talk About Social Media?
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Davezilla vs. Godzilla
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In the End, Godzilla
Backed Off.
Go Me.
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An Intractable Problem that Prevents Recruiting
Every Year
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Moms.
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Mothers have a biological instinct to protect their children
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From the Navy, apparently.
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Moms don’t want to talk to recruiters.
That’s worse than talking to a used car salesman.
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Our Proposal to the Navy:
We’ll build an online community for Moms
Moms can talk to moms who already have kids in the Navy
Open-source software to save money
All word of mouth to join
No Naval interference
Short of hate speech, no censorship
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The Navy said…
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“That just sounds risky as Hell. Sir.”
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Naval requirements to Campbell-Ewald
This will be a six month test
No results? We pull the plug
If the results are good, refine and continue
You get to start the community in the worst recruiting area in the country: Boston, Massachusetts
If you get results there, we’ll consider going national
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Our Solution
Ning platform ($50/month)
Creative: A masthead design or three
Minimal engineering time (CSS and a widget or two)
Invite influential moms to populate during the soft launch
Pray
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Secret Sauce
Googled Navy blogger Moms
Got 40,000 results
Invited 71 moms that had large followings to start the community; 67 agreed
The moms added content for 2 weeks while construction ensued
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NAVYForMoms.com™ was born
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My son is thinking of joining navy and i am researching different programs navy offers for new recruits. I had a lot of reservations about signing papers for him to join.
I guess what im trying to say is this is the best research i have done so far. Reading through different sites many of my ?’s have been answered and have found really good advise along way. Best part i have actually been able to !nd some info on what my son is interested in and have been thrown out of sites where i thought i could !nd info. Reminding me that my son is going to be in government job which do require security. So thank you for your advice . It has made me see things differently.
—Sylvia C. Meraz
This site is so warm and welcoming. I looked at other Navy Mom/parent sites and was very disapointed but this site was refered to me by a family member and I was totally blown away by the whole thing. Technically you have done an awesome job and the Moms have stepped up and done the rest. I feel like I have come home to my sister/moms and they have welcomed me with open arms and loving hugs.
Thank you —Laura
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To say it took off would be a bit of an
understatement
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27,000+Members
100,000+Photos
750+Videos
1,000+Groups
6,000+Topics
150+ Events
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Some potential recruits began to show up on
NAVYForMoms instead of Navy.com
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16 year old son?!?!?!?!?!?!
How should I tell my Mom?hey i found this web site while i w a s o n t h e n a v y S E A L website.... i am 16 years old i am not a mom but i need a mothers point of view.... i really want to join the SEAL's and i think my mom would cry for days if i told her i wanted to join the navy.... i need to know how i should approach her with this because i hate doing things like meeting with a recruiter and taking the ASVAB behind her back.... i want to know how to earn her support.... how would a mother like to hear that her son was going to join the military what is the best way for me to tell her??????? —Al
I'm thinking about joining and I was hoping you ladies could offer me some advice on how I should tell my mom. She's really sensitive and this is something she will stress about constantly. So do you have any advice for me? —Aimee Pintoski
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Sociological Data
A new mom joins the site every 21 minutes
She will post 4.2 personal photos
She will respond to 16 topics
She will watch 11 videos
She will invite four other moms
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Allison McCann
Vickie Hill
Stephanie Henderson
Amber B
Char
Amber
Angela Jefferson
B. Smith
Ann
Brandon's Mom
Bridget Ralston
Candy Girl
Sherry Johnson
Carol Hughes
Cathy Finch
Chasati Martin
Chris
Angee
Bill
Bruce Pennino
Heather
Jamie
Katey
Larisa Elliot
Lila
Nicole
Robin
Denise
Chris Johston's Mom
Debbie
Diana Morris
Diane
Helen Martin
Mary Ellen
John's Mom
Elaine
Joyce Slabaugh
Sharon Simmons
Julie
Karen
Angie
Barb
Carolyn Love
Fred
Karen Davidson
Karen80
Kimberly
LisaB
Mari
MichelleB
Regina
Ronda
StevesMom
Terry
Tina
Viviane
Navy News
Patty Cole
Kathy
Kim Mills
Laurie Owens
Leann Castor
Lucie Dunn
Maria Figueroa
Marie
MassMom
Mary Pat
MaryAnn
Melanie
Melissa
Pat Gibson
Peggy
Rita
Sha'
Sheila
Shelly
Shirley Foland
Stephanie
Sue
Susan J
SyracuseConnie
Terry Whitney
Theresa
Tricia T
Victoria
Paul Libbey
Trish Vosburgh
Stacey Melanson
Angela MacLeod
Jay Anderson
Roxann
Joyce Tuscan Mom
Christine
Anita
Kay
HOW TO READ THIS MAP:Social networks consist of two elements: nodes and edges.
Nodes represent the people communi-cating with each other. On this map, they are represented by colored circles.
Edges represent the connections be-tween the nodes. In other words, who spoke to whom. Nodes with many edges (connections) show that person clearly reached out to lots of people and thus had a lot of activity and en-gagement; an important measure in social media.
KARENGALLAGHERSuper Influencer
STEVE’SMOMPotential Momturned Influencer
VICKIE HILLPotential Mom,highly motivated
LAURIE OWENSNavy Mom, Influencer
Thischartwascreatedwhentherewereonly96womenonthesite.Ifwetriedtomapthenumberofconnec:onsnow,theslidewouldbeover1/4milesquare.
Es:matednumberofconnec:onsbetweenmembershasexceeded221,910.
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She will change her mind about the Navy on her 8th
day as a N4M member
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Moms change their minds for the same reason every time…
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They want to be proud of
their kids, too.
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Why Are Sociological Measures Better than Marketing Ones?
We’re humans. Messy, unpredictable creatures.
How much do you love your Mom?
How well did your billboard do? Can you prove it? Really?
Office Party. Important. But not much ROI.
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Is it ROI or IOR?
Return on Investment is sometimes utter shite.
Yeah, I said it.
What’s the investment of posting a tweet? Of a star rating?
Isn’t the Impact of Relationships more important?
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Riple Effect
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Thank You, LA2M!
@Davezillahttp://[email protected]
http://thenextengine.comhttp://facebook.com/dave.linabury