Scaling social engagement via community tony pham - marketing campPresentation Transcript
Scaling Social Engagement with Community! #MCSV! !Tony Pham @tonypham! !
About Me I am not a marke.ng “guru.” We all have a lot to learn from each other. I am a marketer who has successfully leveraged community to scale social engagement.
For Community, Iden.fy Customer
Mobile app landscape is unbalancedSocial = more competitors, smaller marketUtilities = less competitors, bigger market
Annual Per Capita US Household Spending: Self Actualization $4,582 $49,639 Self-‐Esteem $3,588Love a nd B elong ing $8,787Safety a nd S ecurity $15,112Physiolog ical Needs $17,570
There are more companies where there are less dollars Self Actualization $4,582 Self-‐Esteem $3,588Love a nd B elong ing $8,787Safety a nd S ecurity $15,112Physiolog ical Needs $17,570
You don’t have to be “cool” to have a strong community
Over 12 millionrunners tracking theirfitness while on the go
Bringing the grocerystore loyalty card tomillions of busy moms
One million gay, bi,and curious guyslooking for “love”
Getting over 100,000new users each week
Life360 • Free consumer app that helps you see where your family is located, when they need help and what is on their minds • Moms are founda.on and biggest fans in community
Scaling Social Engagement with Community 1) Understand your customers’ needs (not yours) 2) Develop strong partnerships you can count on 3) Keep customers talking to you and each other
Tony à NOT a mom • Listen and show respect through ac.ons • Nice if you iden.fy with your customers, but key is giving community more than just your company’s promo.ons
Create Sharable Content to Spark Conversa.on
Reinforce that Customer Comes First “The app was very helpful during the storms and ﬂooding in the Memphis area. My family is very close knit and we like to know that we are all OK during .mes of trouble.” ScoW Tatum Olive Branch, MO
Provide Regular (Daily) Engagement
Invest in strategic partnerships to underscore your credibility and demonstrate your commitment
Where Do You Start? • Some%mes it’s a single email • Ar.cle on “Facebook assembles group to plan for disasters” • Emailed all contacts men.oned in ar.cle • Connected with Heather Blanchard
CrisisCamper • Connected with tour host (Pascal with King County, WA) • Social media cross-‐ promo.on • Personal invita.ons targeted towards emergency and tech communi.es • Live networking – FEMA (Tim Manning) – Craigslist (C. Newmark) – SF DEM (Alicia Johnson)
Safety Meetups Across America
Find Partners that MaWer to Community Life360 got one of MASK MaWers – MASK’s newsleWers Mother’s Awareness and then reached out on School-‐age Kids on Facebook and TwiWer
Get the Party Started TwiWer par.es are a great way to increase engagement, collaborate with partners, share great content, and create a lot of buzz around your brand
Super Bowl Commericals • Average na.onal ad costs $3.5 million • 1-‐hour TwiWer party generated more tweets and impressions than most ads!
Find your Biggest Fans
Engage Emo.onally “Engagement is measured by takeaway value, sen.ment or feelings, and resul.ng ac.ons following the exchange.” “Community is much more than belonging to something, it’s about doing something together that makes belonging maWer.” -‐ Brian Solis, principal analyst at Al.meter Group and author of, “The End of Business as Usual.” @briansolis
Pos.ng Props to Build Exchanges • Let people know when you say something nice about them! • This tweet resulted in a phone call, guest post in the American Camp Associa.on newsleWer, and a good working rela.onship on TwiWer.
Give community reason to care Publish informa.on that shows why what you do maWers
Make yourself a conversa.on topic A topic with wide relevance sparks conversa.ons
Allow customers to talk to each other • 7-‐8 MM impressions/day • 90K forum posts/day • 9 dis.nct posts/user • 19 minutes spent per session