The 5 W's of Building and Growing Your Online Presence


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Social media allows people to share instant feedback about companies — positive and negative — with friends and followers. It also allows companies to join the conversation, establish themselves as respected experts and influencers within their fields, and to become a trusted friend. All it takes is an active, engaged, and loyal online community. If you build it, will they come? Probably not. But your chances increase if you build a strong foundation. So how do you do that?

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The 5 W's of Building and Growing Your Online Presence

  1. 1. The 5 W’s of building and growing your online presence<br />Social Media FTW<br />22 September 2011<br />#FTW2011<br />
  2. 2. Who is this guy anyway?<br />Derek Rice<br /><br /><br /><br /><br />
  3. 3. What I am<br />Copywriter<br />Social media geek<br />(Sporadic) blogger<br />Journalist<br />PR & marketing pro<br />Communicator<br />Storyteller<br />
  4. 4. What I’m not<br />Expert<br />Guru<br />Ninja<br />Rock Star<br />Lover of the latest “new” Facebook<br />Jersey Shore fan<br />
  5. 5.
  6. 6. Worth noting<br />Social media is just one part of your overall strategy.<br />There are no experts.<br />There is no right or wrong way to “do” social media.<br />
  7. 7. “Guess what? We’re all doing it wrong … And just like pretty much all of life, we’ll get there somehow. <br />– Chris Brogan<br />
  8. 8. Who<br />Your audience<br />Influences your audience<br />Your manager<br />
  9. 9. What<br />Your goals<br />People are saying<br />Your messaging<br />
  10. 10. Where<br />Your audience hangs out<br />You have to hang out<br />
  11. 11. When<br />You should get started (NOW)<br />You’re ready to launch<br />Time of day<br />Frequency<br />Responding<br />
  12. 12. Why<br />Build an online community<br />Have a manager<br />It’s not about you<br />Listen more, talk less<br />Measure<br />
  13. 13. What is an online community?<br />An interconnected collection of online messaging channels<br />Conversational<br />Member-driven<br />Interactive<br />Customer service<br />An opportunity to build one-to-one relationships<br />Free research<br />
  14. 14. The evolution of online communities<br />In the beginning …<br />Today…<br />
  15. 15. An Online Community IS NOT<br />Traditional marketing<br />Advertising<br />A billboard<br />Formal<br />Self-centered<br />Sales-driven<br />
  16. 16. Some platforms<br />
  17. 17. A note about tools and platforms<br />You can’t be all things to all people, and you can’t possibly be everywhere. Go where the food is.<br />
  18. 18.
  19. 19. What’s gonna work? Teamwork.<br />When you use several different platforms to complement each other, you build deeper relationships with your audience.<br />
  20. 20. Why do you need it?<br />Build trust, which helps build brand recognition, loyalty and affinity<br />Obtain a deeper understanding of your audience’s needs and wants<br />Create one-to-one relationships with customers and prospects<br />It’s what people want and expect<br />
  21. 21. “The Participatory Web”<br />Browse<br />Interact<br />Personalize<br />Talk about and connect with what and who they’re browsing<br />Share those interactions and experiences with others<br />
  22. 22. Who influences us?<br />
  23. 23. What makes us act?<br />
  24. 24. Your opportunity<br />Build relationships and trust with your target audience<br />They can be your best allies, sharing your information with others who trust them<br />Social media allows them to pass that along to hundreds more people<br />
  25. 25. Potential project staller<br />What’s the ROI of social media?<br />(More about this later)<br />
  26. 26. Begin at the beginning<br />
  27. 27. What are your goals?<br />What do you hope to achieve with your social media efforts?<br />Think concrete, tangible and quantifiable.<br />How will you measure results against your goals?<br />
  28. 28. Examples<br />Build awareness around your brand<br />Attract new customers<br />Cultivate word-of-mouth recommendations<br />Promote your industry in general<br />Generate discussion and interaction around topics that interest the target audience<br />Become a resource or thought leader<br />
  29. 29. Who manages your community?<br />Embarrassingly outdated image courtesy of Bit Social Media<br />
  30. 30. A community manager is:<br />The party host<br />An active and high-profile community member<br />Accountable to everyone<br />Company<br />Community<br />The “voice” of your brand<br />Sets the tone for the community<br />Becomes your brand’s online persona<br />
  31. 31. Jeremiah Owyang’s “Four Tenets”<br />Community advocate<br />Brand evangelist<br />Savvy communication skills, shapes editorial<br />Gathers community input for future products or services<br />
  32. 32. He or she should be:<br />Friendly<br />Smart<br />Patient<br />Creative<br />Proactive<br />Fun<br />Articulate<br />An excellent writer<br />Knowledgeable about your brand<br />
  33. 33.
  34. 34. Who’s your audience?<br />
  35. 35. Who’s talking?<br />About your company<br />About your competition<br />About your industry<br />About anything else that may impact your business<br />
  36. 36. Where are they?<br />Social media<br />Blogs<br />Forums<br />Video<br />Photos<br />Review sites<br />Find them. <br />Follow them. <br />Engage them. <br />
  37. 37. What are they saying?<br />What topics generate the most discussion?<br />This is what interests your audience<br />Use this information to shape your messaging strategy<br />
  38. 38. Why pay attention? <br />They may be interested in your company, product or industry (your target audience)<br />Helps define and refine your target audience<br />They may not be who you expected<br />
  39. 39. Finding your audience<br />Liquid Wrench<br />2011 Silver Bell Award winner, New or Social Media Campaign<br />Read the case study here<br />
  40. 40. Google Alerts<br /><br />
  41. 41. Twitter search<br />
  42. 42. Advanced Twitter search<br />
  43. 43. Advanced Twitter search results<br />
  44. 44. Facebook search<br />All search results for “Liquid Wrench”<br />
  45. 45. Facebook search<br />People search results for “home improvement”<br />
  46. 46. A necessary (and creepy) evil<br />
  47. 47. Socialmention<br />
  48. 48. Socialmention results<br />
  49. 49. Technorati<br />
  50. 50. How should you compile results?<br />A simple checklist or spreadsheet<br />A more involved Word document where individual conversations are catalogued<br />Anything in between<br />Whatever works for you<br />
  51. 51. Who are your influencers?<br />
  52. 52. What is an influencer?<br />Recognizable<br />Greater than average reach or impact through word of mouth in a relevant marketplace <br />Their opinions matter to others<br />Engaged in conversations with hundreds or thousands of people<br />
  53. 53. Why do you need influencers?<br />When they talk, people listen<br />They may talk about you <br />More people will join your community<br />
  54. 54. A word of warning<br />The lesson? <br />Diversify<br />
  55. 55. Do they have to be celebrities?<br />Industry bloggers<br />Trade publications<br />Local personalities<br />
  56. 56. How do you identify influencers?<br />Where do you find information that’s relevant to your industry or niche?<br />These are some of your influencers<br />They’re talking to your influencers.<br />They’re talking about your influencers.<br />
  57. 57. What should you be saying?<br />
  58. 58. Build your messaging toolbox<br />Key words<br />Key messages<br />Protocol<br />Engaging<br />Responding<br />Escalating<br />
  59. 59. Why is content important?<br />Content = return visits = word of mouth = new members = more content (community-generated)<br />Quality content drives participation and growth<br />
  60. 60. What is good content?<br />Speaks to audience’s interests<br />Is community driven<br />Fills a need<br />Sparks discussion<br />Establishes you as an expert in your field<br />Positions you as a valuable resource<br />Tells a story<br />
  61. 61. What’s a good content strategy?<br />Focus on the goals of your audience and your company<br />Find a unique angle<br />Don’t try to be everything to everyone<br />Drive traffic to other pages and channels<br />Mix it up<br />Less about you, more about your audience<br />
  62. 62. How do you get started?<br />Focus on a handful of topics that reflect your audience’s shared interests. <br />The evolution of your content strategy – and voice – will be community-driven.<br />
  63. 63. What do people want?<br />Useful information on a topic they find interesting or attractive<br />Engagement in experiences to improve their personal or professional life<br />Examples: How to improve job performance or be a better parent<br />
  64. 64. What they don’t want<br />Information on how to buy more of your product<br />Constant calls to action<br />Sales pitches<br />Communication that’s mostly brand-specific<br />
  65. 65. No shouting allowed!<br />
  66. 66. Ask yourself:<br />What value am I bringing to my community?<br />Why would my community members care?<br />What kind of conversation could this generate?<br />
  67. 67. Listen to learn, learn to listen<br />
  68. 68. Where can you find good content?<br />Google Alerts (set up during Listening)<br />Blogs<br />News outlets<br />The web<br />Community members<br />Influencers<br />From within<br />Become the best source of information interesting, relevant and valuable your audience<br />
  69. 69. Getting it right<br />Find the balance between self-interest and providing value in your messaging<br /><br />
  70. 70. Short and sweet<br />Whatever you share, make it bite-sized. It’ll be a quick read that can easily be passed on to others.<br />
  71. 71. Seed initial content<br />Who really wants to go first?<br />Why would anyone join a barren or inactive community (which isn’t a community at all)?<br />We all want to be part of something bigger than ourselves<br />
  72. 72. Launch time<br />“Officially” activate your channels (Twitter, Facebook, etc.)<br />Reach out to and interact with your target audience and influencers<br />Invite them to join your community<br />
  73. 73. Remember:<br />A polite, effective invitation <br />doesn’t include a sales pitch<br />
  74. 74. Why does engagement matter?<br />Promote community and attract new members<br />Attract people with shared interests<br />Foster honest conversation<br />
  75. 75. Wallflowers need not apply<br />Ask open-ended, thought-provoking questions<br />Conduct polls<br />Offer incentives<br />Contests *<br />Coupons<br />Reward good content and/or participation<br />Join in others’ conversations<br />Provide thoughtful, expert answers to questions<br />Become a trusted friend<br />
  76. 76. Engaging influencers<br />Re-tweet something they’ve said on Twitter (add an interesting comment) <br />Post on their Facebook wall or tag in one of your wall posts<br />Comment on their blog post, YouTube video, etc. <br />Mention them in a blog post<br />Link to their website or blog<br />Put your brand’s spin on anything you share<br />
  77. 77. Be memorable!<br />
  78. 78. Did I mention interaction?<br />Regular and reliable<br />Constant and consistent<br />Across multiple platforms<br />You don’t always have to start conversation<br />Let others be heard<br />Respond to questions, comments, mentions, etc.<br />
  79. 79. Why respond?<br />Communication is a two-way street<br />People want to know they matter <br />Immediacy is key: respond quickly to complaints, endorsements or any kind of mentions.<br />A response, especially a fast response, will build or strengthen trust<br />
  80. 80. Map out your response protocol<br />
  81. 81. When should you respond?<br />Work day: respond within 1 hour<br />Overnight/weekends: respond within 12 hours<br />Respond within 24 hours at most<br />Do your best<br />
  82. 82. A different perspective<br />Don’t jump in and automatically answer questions or help out. <br />Benefits: <br />Foster peer-to-peer interaction<br />Alleviate pressure and stress of off-hour and weekend availability<br />Greater credibility in a sales situation when a satisfied customer can help a potential customer<br />2011 State of Community Management Report<br />
  83. 83. When responding…<br />Be positive<br />Be transparent<br />Be honest<br />Be timely<br />Be helpful<br />When in doubt, revert to IRL<br />
  84. 84. What about negative feedback?<br />Balance between moderating (reactive) and managing (proactive)<br />Often the best course of action is no action<br />Know when (if ever) to delete a post<br />ALWAYS save a screenshot before deleting a post<br />Never get defensive<br />
  85. 85. The hardest words to say<br />If you make a mistake, own up to it<br />Swallow your pride<br />Be helpful<br />Make it right<br />
  86. 86. Turn this<br />
  87. 87. Into this<br />
  88. 88. Is this thing on?<br />
  89. 89. How do you know what’s working?<br />Use your listening tools and tactics as you continue to monitor and participate in the conversation<br />Use aggregation/collaboration tools like TweetDeck, HootSuite, RSS feeds, SMS and email alerts for instant notification of updates to your community<br />
  90. 90. Example: TweetDeck<br />Easy to use<br />Free<br />Allows you to monitor:<br />Twitter<br />Facebook<br />LinkedIn<br />Others<br />Updates regularly, automatically<br />
  91. 91. Facebook Insights<br />
  92. 92. How do you measure success?<br />More than by the numbers!<br />Influencer interactions<br />Stories<br />Whatever helps you measure against your goals<br />
  93. 93. Trial and error<br />Who your audience is<br />What content resonates with your audience<br />When and how often to share and interact<br />Where your audience hangs out<br />Response time<br />Escalation (as necessary)<br />
  94. 94. Change happens<br />Tools, services and networks are constantly evolving, which means your community will evolve too<br />Expect and be prepared for change, especially community-driven change<br />If something isn’t working, don’t be afraid to ask the community what they’d like to see<br />
  95. 95. If you remember nothing else …<br />Be respectful<br />Be genuine<br />Be helpful<br />Step outside your comfort zone<br />Don’t fear funny<br />Take risks (within reason)<br />Give up control<br />Be human<br />
  96. 96. Be careful out there<br />
  97. 97. So what’s the ROI of social media?<br />Real<br />Open<br />Interactive<br />
  98. 98. Thank you!<br />Derek Rice<br /><br /><br /><br /><br />
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