Who to reach, what to say and how to say it


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Presentation on online communities from Social Media Breakfast Bangor #3 (4 August 2011).

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Who to reach, what to say and how to say it

  1. 1. Who to reach, what to say and how to say it<br />Social Media Breakfast Bangor<br />4 August 2011<br />#SMBBGR<br />
  2. 2. Who is this guy anyway?<br />Derek Rice<br />Rice Communications<br />derek@derekrice.com<br />derekrice.com<br />twitter.com/derekjrice<br />linkedin.com/in/derekrice<br />
  3. 3. Wearer of many hats<br />Copywriter<br />Social media geek<br />(Sporadic) blogger<br />Journalist<br />PR & marketing pro<br />Communicator<br />Storyteller<br />What I’m not: expert, guru, rock star, Jersey Shore fan<br />
  4. 4. Disclaimer<br />There is NO one-size-fits-all method for building and growing an active, engaged, thriving online community.<br />
  5. 5. “Online community”?<br />In the beginning …<br />Today…<br />
  6. 6. A note about tools & platforms<br />You can’t be all things to all people, and you can’t possibly be everywhere. <br />Go where the food is.<br />
  7. 7. Sample online community<br />The “big dogs”<br />(coming soon)<br />“It depends”<br />
  8. 8. What’s gonna work? Teamwork.<br />Use your platforms to complement each other, and you’ll build deeper relationships with your audience.<br />
  9. 9. An Online Community IS<br />A messaging channel<br />Conversational<br />Community-driven<br />Interactive<br />Customer service<br />An opportunity to build one-to-one relationships<br />Free research<br />
  10. 10. An Online Community IS NOT<br />Traditional marketing<br />Advertising<br />A billboard<br />Formal<br />Self-centered<br />Sales-driven<br />
  11. 11. Why an online community?<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 />
  12. 12. What influences you most?<br />
  13. 13. Who do we trust?<br />
  14. 14. “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 />
  15. 15. 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 />
  16. 16. So how do you get there?<br />
  17. 17. A big thank you<br />
  18. 18. Begin at the beginning<br />
  19. 19. Factors to consider<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 />
  20. 20. Creative Dental Solutions<br />Build awareness around Creative Dental Solutions<br />Attract new patients/grow the practice<br />Cultivate word-of-mouth recommendations<br />Promote the importance of dental health<br />Generate discussion and interaction around dental health and other topics that interest the target audience<br />
  21. 21. Find your maestro<br />Embarrassingly outdated image courtesy of Bit Social Media<br />
  22. 22. Your manager<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 />
  23. 23. 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 />
  24. 24.
  25. 25. Listen to learn, learn to listen<br />
  26. 26. What’s being said about:<br />Your company<br />Your competition<br />Your industry<br />Other factors that impact your business<br />
  27. 27. Who’s talking?<br />They may be interested in your company, product or industry (your target audience)<br />Helps define and refine your target audience<br />Your target audience may not be who you think they are<br />
  28. 28. 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 />
  29. 29. Zeroing in on your audience<br />
  30. 30. Google Alerts<br />Google.com/alerts<br />
  31. 31. Twitter search<br />
  32. 32. Advanced Twitter search<br />
  33. 33. Advanced Twitter search results<br />
  34. 34. Behind closed doors<br />Facebook people search results<br />
  35. 35. A tough nut to crack<br />Facebook page search results<br />
  36. 36. A necessary evil<br />
  37. 37. Socialmention<br />
  38. 38. Socialmention results<br />
  39. 39. Technorati<br />
  40. 40. Compiling 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 />
  41. 41. Influencers<br />
  42. 42. Who are influencers?<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 />
  43. 43. The ultimate influencer<br />
  44. 44. Why influencers?<br />When they talk, people listen<br />They may talk about you <br />More people will join your community<br />
  45. 45. A cautionary tale<br />The lesson? <br />Diversify<br />
  46. 46. Celebrities not required<br />Industry bloggers<br />Trade publications<br />Local personalities<br />
  47. 47. Finding 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 />
  48. 48. Content really is king<br />
  49. 49. Your messaging toolbox<br />Key words<br />Key messages<br />Protocol<br />Engaging<br />Responding<br />Escalating<br />
  50. 50. The Content Loop<br />Good content = return visits = word of mouth = new members = more content (community-generated)<br />Good content drives participation and growth<br />
  51. 51. The right content<br />Interesting and relevant to your audience<br />Addresses audience members’ interests<br />Sparks discussion<br />Establishes you as an expert in your field<br />Positions you as a valuable resource<br />
  52. 52. Baby steps<br />Focus on a handful of topics that reflect your audience’s shared interests. <br />Build on these topics later, using your audience as a guide.<br />
  53. 53. What 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 />
  54. 54. What they don’t want<br />Information on how to buy more of your product<br />Constant calls to action<br />Communication that’s mostly brand-specific<br />
  55. 55. No shouting allowed!<br />
  56. 56. 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 />
  57. 57. Content sources<br />Google Alerts (set up during Listening)<br />Blogs<br />News outlets<br />The web<br />Community members<br />Influencers<br />Become the best source of information interesting, relevant and valuable your audience<br />
  58. 58. Messaging<br />Getting it right<br />Finding the balance between self-interest and providing value in your messaging<br />
  59. 59. Short and sweet<br />Whatever you share, keep it bite-sized. It’ll be a quick read that can easily be passed on to others.<br />
  60. 60. Seed online channels with 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 />
  61. 61. Trial and error<br />When to communicate<br />Where to communicate<br />How often to communicate<br />What content resonates with your audience<br />
  62. 62. Up, up and away<br />
  63. 63. Go 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 />
  64. 64. Remember:<br />A polite, effective invitation <br />doesn’t include a sales pitch<br />
  65. 65. Engage<br />
  66. 66. Why it’s important<br />Promote your community and attract new members<br />Communities are driven by relationship building, not by the sales cycle<br />Communicate with people as friends or potential friends, not as prospects<br />People seek out those who share their interests<br />Allows your community to be a platform for open, honest conversation<br />
  67. 67. 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 />
  68. 68. 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 />
  69. 69. Be memorable!<br />
  70. 70. Did I mention participating?<br />At least once a day<br />Use multiple platforms<br />Constant and consistent<br />You don’t always have to start conversation<br />Let others be heard<br />Always respond to questions, comments, mentions, etc.<br />
  71. 71. 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 />
  72. 72. Mapping out your responses<br />
  73. 73. Rule of thumb<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 />
  74. 74. When responding…<br />Be positive<br />Be transparent<br />Be honest<br />Be timely<br />Be helpful<br />
  75. 75. Handling 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 />
  76. 76. Turn this<br />
  77. 77. Into this<br />
  78. 78. Monitoring = listening, continued<br />
  79. 79. Monitoring tools<br />Use your listening tools and tactics as you continue to monitor and participate in the conversation<br />Use aggregation tools like TweetDeck, Seesmic, RSS feeds, SMS and email alerts for instant notification of updates to your community<br />
  80. 80. TweetDeck<br />Easy to use<br />Allows you to monitor:<br />Twitter<br />Facebook<br />LinkedIn<br />Others<br />Updates regularly, automatically<br />
  81. 81. 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 />
  82. 82. If you remember nothing else …<br />Be respectful<br />Be genuine<br />Be helpful<br />Don’t fear the funny<br />Take risks (within reason)<br />Be human<br />
  83. 83. Finally, let’s be careful out there<br />
  84. 84. Homework<br />Today<br />Identify your manager<br />Set up your listening/monitoring tools (Google Alerts, Twitter searches, socialmention, etc.)<br />
  85. 85. Homework<br />The next 7-14 days<br />Gather and compile information<br />Identify your audience and influencers<br />Set up at least a Facebook page and/or Twitter account<br />Add content to your platforms<br />Determine your messaging and content strategy<br />
  86. 86. Homework<br />Days 15-30<br />Launch<br />Follow<br />Invite members<br />Engage<br />Respond as much as possible<br />Make the time!<br />
  87. 87. Homework<br />30 days<br />Evaluate your efforts<br />Change what needs to be changed<br />To infinity … and beyond<br />Participate<br />Monitor<br />Measure<br />Evolve<br />
  88. 88. Thank you!<br />Derek Rice<br />derek@derekrice.com<br />derekrice.com<br />twitter.com/derekjrice<br />linkedin.com/in/derekrice<br />