The heart of the conversation: challenges brands face to edge their way into this sacred space

Social network numbers are exploding. It’s conservatively estimated there exists over 2,500 social networks globally. Over a billion people are active in tens of millions of communities and groups across many social networks. Activity and interest is high and the opportunity for brands to be part of this social space is possible through communities and groups. There are challenges however.

This workshop looks specifically at the realities surrounding communities and groups online. How communities and groups have evolved, the opportunities and challenges facing brands and their agencies and how becoming part of the conversation beyond the banner ad will be key themes.

Details

• Initially the workshop will look at the evolution of communities and groups online. From their earliest incarnations as forums and discussions boards to the hyper active communities springing up today from brands directly, via community platforms such as ning and large social networks such as flickr or Facebook.

• Secondly a look at the types of relationships and approaches brands have taken in community and group social marketing. From nascent first steps through banners and sponsorships to highly integrated campaigns, case studies will be shared on how brands are moving from campaigns to conversations in the social media space.

• Thirdly, the opportunities and challenges of community based conversations for brands within social networks will be explored more in-depth.

• Finally, participants will dive into an interactive workshop, where they will be tasked to develop their own community-based conversation for a given brand