Many changes going on online.. At lightning speedWeb 1.0: read-only (no interactivity)Web 2.0: read/write (produce / share ugc)Consumer in controlFrom Push to Pull to Dialogue (from top-down to bottom-up)2/3 of the world’s Internet population visit social networking or blogging sites-&gt; increasing popularity / adoptionThe cause: social media!
Social media can not be limited to a number of tools/technologies (which often is)Focus must be on the ‘Social’ aspect.
+ a mental shift / consumers have always wanted to create/express themselves, but never had the means to do this on a fast/cheap/global scale.Now they openly express their opinions & ideas for the world to see.-&gt; Consumer -&gt; Prosumer-&gt; We now live in a “Culture of Participation”Better term for ‘social media’ = Social Business-&gt; the way communication (internal/external & online/offline) is impacted by the new interactive technologies & attitude change/amplification of consumers.
Collaborating Exchanging informationNote that this is not necessarily a place. It’s a relationship between members of a group based on mutual interests. A state of mind.So people can be part of a community without ever participating.
Even if your company or brand has never had an active online presence or engaged in a dialogue, chances are that there are already people online talking about you, or certainly about the business/sector you are in. Just because you don’t know, doesn’t mean it’s not there.
Social media is more and more taken up by a broader & older audience.INFLUENCE 2.0 = anyone + everyone(tools are freely available & easy to use)
Listening strategy = 1st step in a social media strategy:-&gt; identify & map ongoing / relevant conversationsGo where consumers are spending most of their time & find out what makes them tick.
(Graphic of main online activities – learn / fun / socialize (connect))* What you need to find out:- who are they (demographics, ...)- where do they go for information (channels)what do they want (needs, interests) apply the insights gained from listening + research + existing customer data (triangulation).Consumer needs: desire to belongdesire to communicate / express oneself
(1st step: mapping target group)Next: identify the influencersWho spreads your word?In order for an idea to spread, someone has to do the spreading. Identify your brand advocates. It is not who is influential that counts, but who acts as a cataylist for conversation! Focus on behavioral tribesvs demographic segments Engage your fanbase..
Communities (around a brand or industry) often already exist..Join: an existing community where your target group is already present (easy & cheap, but limited cfr. branding possibilities et al.)Build: establish an own community (expensive & no guarantee to attract enough members to make it vivid / BUT full control concerning content, management & branding)
If decided whether to build or join... How to start interacting?Note: ‘false’ is the term most closely associated with advertising (study Nielsen Online, Buzzmetrics)Conversation vs Delegation-&gt; no more ‘interruption marketing’
Key principles a company should keep in mind while engaging online:Transparancy: openness in communication outings / no hidden closetsAuthenticity: be authentic / genuine.Trust: trusting your community members in what they do+ building trust by being transparent / authentic. Create a trusting relationship with your customerIn short: Be human!
People will not automatically join your community.You can’t just stand by and watch (and hope for it to grow).The #1 cause of an idea that&apos;s not spreading or a businessthat&apos;s not growing is that they don&apos;t have a committed group of people spreading the word. If you treat everyone the same, you&apos;re not increasing the odds that some people will step up on your behalf.&quot;Who are you hoping will talk about you?&quot; If you don&apos;t know, it&apos;s unlikely to happen all by itself.TAKE ACTION!
1) Not every community member is as active as another. Identify these members & encourage them to become more active.-&gt; identify needs & be proactive2) Find out what they’re looking for, and use that information to help them achieve it.3) Find mutual interests & try to connect on a more personal level.4) By continuously engaging / stimulating conversations between members & providing reasons to come back5) Try to take the online community offline when time is there. Community members would love to get to know each other, and the benefit for the brand is to create better relationships and create brand advocates.+ deliver great & engaging content!
Communication should be genuine & human.Helping vs observingFacilitate vs dictate
No quick winsNo performance based marketing (as much ROI as possible on short term)-&gt; build solid / thorough campaigns with a great foundation-&gt; long term approach -&gt; building relationships (loyal customers are far more worth than the quick wins)
Listen: find your customer, identify the brand advocates & learn what they want/needEngage: engage your customer in a dialogueEmpower: empower your customer to help spread the message (voluntarily) -&gt; creation of brand advocates
Relationship / community building is not new!= old principles with new tools
Building relationships is a long term process..This is not about “performance based marketing” In the end, all that counts is the relationship with the customerBuilding a better relationship / creating an brand 2.0 (openness) will eventually return a great ROI.
Social Community Insights
Agenda Introduction Online communities What to do What have we learned
1. Introduction .. the wind of change is blowin’