Identifying & Engaging
   with Key Online
     Communities


      Social Media Marketing for Business
          Johannesb...
Strategic Planning
   Conversation
     Content

   Community
Attention Economy
★ Information overload.

★ Partial Attention Disorder.

★ 90% of people who can skip TV ads, do.

★ Remember when you didn...
Frank Lloyd Wright, Fallingwater, 1936
Strategic Planning
Targeted
   Authenticity


                  Influence
Listen

                         Originality
         Balance


    ...
Conversation
★ LISTEN to the conversation (ORM / Tracking
  tools

★ Map the trends.

★ Start engaging with key fans / haters and
  opi...
Content
★ Content is King

★ Add value / make it sexy

★ Original / Use a variety of channels

★ Targeted / pitch

★ Context = 2 w...
Find The Fans
★ Listen

★ They have Names & Faces

★ Categorise people - Do Your Homework

★ Everyone wants a soapbox - UGC
Communities
quot;The royal road to a man's heart
is to talk to him about the things
        he treasures most.quot;

                 ...
Community Management

★ Establish purpose / objective

★ Must add value to marketing mix

★ ID suitable channels

★ Cast a...
Community Management
★ Be true to your initial purpose

★ Set a precedent

★ Balance - 2 way Conversation

★ Content adds ...
Community Management

★ Breed trust

★ Involve the community

  ★ Harness the collective

★ Say Sorry // Say Thank You

★ ...
What is the shortest word in the
 English language that contains the
           letters: abcdef?

          Answer: feedba...
Melissa Attree

 
 
 
 Social Media Consultant, Blogger, Brand
  Strategist

 
 
 
 GetOn eMarketing


www.melissaattree.c...
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
Social Media Marketing for Business 11 June09
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Social Media Marketing for Business 11 June09

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A presentation I gave at the Social Media Marketing conference in Johannesburg on 11 June 2009

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  • Only acknowledged in 1991 as a US Architectural Masterpiece.

    Cut through the clutter,
    be remarkable,
    make an impact.

  • SM is a individual skill / speciality
    Bridge the gap
    Add value
    Take advantage of the variety of content channels

  • Typical Social Media Map / Plan.

    Success requires a combination of these factors.


  • Who is the ‘Media’?
    Build real relationships.
    Start to shape & influence the conversation. Carnegie, Dale on Communication


  • One shot
    Pick your timing
    Attention grabbing
    ‘Spin’ it
    Tailormade
    Cut through the clutter




  • There is a community / interest in almost everything that exists.
    Find them.

  • •HUMAN
    •Engage
    •Encourage
    •Respond
    •Collective
    •UGC
    •manage channels audit modify
    •Have ` puropose / aim / objective
    embod that
    breed trust
    social contract
    expectations
    set a precedent
    internal policy to manage responses
    evolve and audit progress and channels
    response times
    cast a wide net / but focused quality
    use / involve the community
    you can say sorry / thank you






  • Social Media Marketing for Business 11 June09

    1. 1. Identifying & Engaging with Key Online Communities Social Media Marketing for Business Johannesburg 11 June 2009 Melissa Attree - www.melissaattree.co.za
    2. 2. Strategic Planning Conversation Content Community
    3. 3. Attention Economy
    4. 4. ★ Information overload. ★ Partial Attention Disorder. ★ 90% of people who can skip TV ads, do. ★ Remember when you didnʼt have email? ★ email + sms + RSS + social networking + reading + tv + radio + outdoor. ★ Filters
    5. 5. Frank Lloyd Wright, Fallingwater, 1936
    6. 6. Strategic Planning
    7. 7. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
    8. 8. Conversation
    9. 9. ★ LISTEN to the conversation (ORM / Tracking tools ★ Map the trends. ★ Start engaging with key fans / haters and opinion leaders ★ Start to shape & influence the conversation.
    10. 10. Content
    11. 11. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way convo ★ Great content travels. Help it
    12. 12. Find The Fans
    13. 13. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
    14. 14. Communities
    15. 15. quot;The royal road to a man's heart is to talk to him about the things he treasures most.quot; Dale Carnegie
    16. 16. Community Management ★ Establish purpose / objective ★ Must add value to marketing mix ★ ID suitable channels ★ Cast a wide net but maintain focus ★ Develop an internal policy (who? how? when?)
    17. 17. Community Management ★ Be true to your initial purpose ★ Set a precedent ★ Balance - 2 way Conversation ★ Content adds context ★ Track mentions / links / related queries ★ Response times
    18. 18. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
    19. 19. What is the shortest word in the English language that contains the letters: abcdef? Answer: feedback. Don't forget that feedback is one of the essential elements of good communication.
    20. 20. Melissa Attree Social Media Consultant, Blogger, Brand Strategist GetOn eMarketing www.melissaattree.co.za // www.geton.co.za melattree on twitter MelissaAttree on delicious Melissa Attree on Facebook Melissa Attree on LinkedIn melattree on skype MelAttree on FriendFeed
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