Entertainment Tips for an Online Community

Keeping your B2B audience engaged

Melissa Mines & Tim Washer

Get with the (marketing) Plan

CONDÉ NAST MULTIMEDIA APPROACH via Edelmann 6/10

DigitalMagazines

ExceptionalContent

Mobile

Magazines

WebProperties

DigitalVideo

Events

IntegratedMarketing

ConsumerJournalismBlogging

Inception

Get with the Plan

Understand the marketing plan and strategy, and social media’s role

Build relationships and trust with partners in Marketing, PR, AR, Legal, HR

– Meet 1:1 in person vs conference call when possible

Agree on Social Media Objectives

– Increase awareness, educate, inform, entertain,

– Set realistic expectations: e.g. A 60 sec comedic YouTube video will not likely sell too many $80K routers

Cisco SP Marketing SM Objectives

Align targeted audience with messaging, and expand the reach with authentic conversations

Amplify messaging by bringing in new perspectives, analysts and bloggers

Engage constituents by creating SM campaigns, balancing technical content with entertaining spots

– Convert followers to fans

Story Trumps Messaging

Focus on compelling storytelling versus “brochure” copy

Share the knowledge and personalities of experts

If that fails, rely on the ridiculous

– Humor/wit is a powerful tool in driving awareness and helping the brand stand out among the blogosphere clutter

– Provides entertainment and sense of appreciation

– A welcomed break for the serious

176k views

Business Customers Don’t Change Who they are at Work

Image credit

Gaming: Educate and Entertain

Learn & Play: Defend the Network from the forces impacting the edge using the ASR

Reward: Tournament of Aces

Encourage “sharing” through competition

Digital Marketing AwardsFinalist

40k Downloads 120k Page views57k+ Facebook Fans

Online Community: Engage through Experience

Prep the Net: Engage through InteractionShare. Underscore Messages. Have fun.

10,000 Interactions by 3rd week 1,000 Images uploadedAll Continents represented*