Resource Speaker:
Zafar Ahmed, Social and Search Manager, TrueLogic Solutions, Inc.
Common belief when starting a business is to first go out and look for customers. In the landscape of digital business, building a business today means building a community. The community enables shared ideas, beliefs, and experiences which will become a basis or lead to influence purchase decisions. Customers or the revenue in the business become a natural outcome of building this community around shared ideas. Because your customers will emerge from this community, it is the greatest `asset you could possibly build.
- Building a Business Means Building a Community
(FaceBook, Twitter, LinkedIn, Pinterest, YouTube, E-Commerce)
- How To Start Building a Community
- How To Manage and Sustain the Community
- The Role of a Social Media Manager
- What are some disruptive programs for the community?
- Importance of WOM and ORM in the Community
- Tips and Techniques
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Brands in Online Communities - Zafar Ahmed, Social and Search Manager, TrueLogic Philippines
1. Business in Online Communities
• Building a Business Means Building a Community
• How To Start Building a Community
• How To Manage and Nurture the Community
• The Role of a Social Media Manager
• What Are Some Disruptive Programs For The
Community?
• Tips and Techniques
3. Shared Experience >
Communities
Community is built through Shared
experiences. Shared characteristics.
• Community must have a purpose.
• To build a true community starts with your vision statement.
You must define the experience you want people to have with your
brand and align that experience with everything that you do.
• Communities are proxy for relevance.
• Give people something to stand with... something to believe in.
4. “A strong community is the net result of
something designed to be meaningful and
remarkable. The brand is then a collection of
shared experiences aimed at creating
alignment between your vision and customer
aspiration..” – Brian Solis
5. Tribe Management
A tribe is any group of people, large or small, who
are connected to one another, a leader, and an
idea. For millions of years, humans have been
seeking out tribes, be they religious, ethnic,
economic, political, or even musical
"Tribe Management" is a whole different way of looking at building communities.
Think of your customers or website visitors as a tribe.
Tribes will make you think (really think) about the opportunities in leading your
fellow employees, customers, investors, believers, hobbyists, or readers.
6. Create a Small Network of
Communities
Small Network of Community can
make better decisions than
individuals because of diverse
range of opinions, all group
member opinions need to be
aggregated.
Sometimes group of non-experts is
better than an individual expert at
predicting outcomes in the expert's
field, for example, stock market
performance.
14. Information Overload
The amount of information
accessible to us is increasing
exponentially
Our capacity of memory has
taken million of years to
evolve and won't change
within our lifetime.
This is why we turn to others
to help us make decisions.
We will also turn to Subject
experts and thought
leaders to help us make
decision.
16. Build Thought Leadership
Council
A Thought Leadership Council is the team of key subject matter
experts from across the organization who generate content ideas
It Takes a Community of Subject Experts to be a Thought Leader
Build an “Expert Connect” Program Community
17. Understand Digital
Darwinism
“Digital Darwinism," a time when
technology and society are evolving
faster than the ability of many
organizations to adapt – Brian Solis
• Businesses must align with individuals
• The reality is that there isn’t a top-down
movement to create a singular experience for
fans.
19. Two Way Dialogue in
Generation “C” Era
•Consumers are more informed than ever before.
• Conversations are trusted sources.
• Follow these four steps to connect with the
connected customer/fan:
•Listen
•Learn
•Engage
•Adapt
21. Cultivate a Culture of Thought
Leadership Internally
The simple truth is that it takes a culture of innovation to compete for both
Generation C “Connected” and for the future . . .
To innovate first requires innovation within.
Build a Thought Leadership Council Board: A Thought Leadership Council is the
team of key subject matter experts from across the organization who generate
content ideas
22. Be The Change Agent
You are the change agent. You will help
influence and change the culture of
management from silos into that of leadership
and innovation
24. What Are Some Disruptive
Programs/Ideas For The Community?
25. The Innovators DNA
Five discovery skills that
distinguish innovative
entrepreneurs and executives from
ordinary managers:
1. Associating
2. Questioning
3. Observing
4. Networking
5. Experimenting
26. Think like a Publisher
Don’t Talk About Facts.
Talk about things that generates emotional reaction, visual
reaction..
We rely on emotional brain,
our nonconcious brain does a
lot if invisibly analysis and
generates a feeling that it
sends out to our rationale
brain.
Build Marketing that creates Cultural Movements..this is when a brand taps into shared beliefs and passions.
People who want the world to change, who have something to say, to make a change, to make something better. Instead of power, make influence and change something. A tribe only works where there are insiders and outsiders, but real change comes from small groups of people, true believers, to take you to the next groups of people. Those thousand people take you to thousand people.Create marketing that creates communities
It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
Look outside for new ideas.P&G CEOLafley wanted new product ideas from external sources, the company experienced growth through idea generation using Connect+ Develop Initiative, through this initiative, their teams worked with independent researches, others companies, and sometimes even competitors to generate ideas.Connect+Develop is a P&G innovation strategy. The idea of partnering externally to accelerate innovation is applied across the Company and around the world in all our work and with all our brands.
It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
Don't start with a focus on heavy weight. The most common example is the LIKE Button. Its so natural and so lightweight. In the real world, "Yeah I like that" "That's cool“.
To me, Thought Leadership is simply about becoming an authority on relevant topics
Organize shared experiences across various social networks into various moments of truth.
The premise behind My Starbucks Idea is simple. Starbucks customers post ideas for a better Starbucks which are then voted on by other users. The most popular ideas are evaluated and possible adopted by Starbucks.
The most commonly share item in 2011 on Facebook was; if you look at top things, they were there for a certain time, but if you look at why cats are so popular on the internet, this is why..they generate emotion reaction from people. TSUNAMI in Japan, what was shared was...the before and after photographs, nothing about the magnitute of impact, reason when people saw people went like "Holy Shit"...creating emotion reaction, its gotta be about feelings, obviosly there are exceptions, but generally speaking, it should about feelings.
One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
The most commonly share item in 2011 on Facebook was; if you look at top things, they were there for a certain time, but if you look at why cats are so popular on the internet, this is why..they generate emotion reaction from people. TSUNAMI in Japan, what was shared was...the before and after photographs, nothing about the magnitute of impact, reason when people saw people went like "Holy Shit"...creating emotion reaction, its gotta be about feelings, obviosly there are exceptions, but generally speaking, it should about feelings.
