Why you should be building an online community!

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An internal presentation that looks at why, who, where, when and why you should be building an online community. Feel free to re-use but remember to credit back the images to the original sources.

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Why you should be building an online community!

  1. 1. start building a 1
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. Community is… 6
  7. 7. 7
  8. 8. 8
  9. 9. “It’s not about targetingaudiences; it’s about drawing anirresistible bull’s-eye on yourselfso audiences will target you.”Dave Senay, CEO, Fleishman-Hillard 9 9
  10. 10. 10 10
  11. 11. common interest +sense of purposecommon + set of needs 11
  12. 12. Most importantly… 12
  13. 13. They are made up of people 13
  14. 14. Real people 14
  15. 15. Individuals 15
  16. 16. Not segments 16
  17. 17. Or users 17
  18. 18. Or even stockphoto people 18
  19. 19. Like us 19
  20. 20. Banned thinking!ConsumersReactiveReturn on investmentMarketing atInterruption 20
  21. 21. = 21
  22. 22. = 22
  23. 23. ` 23
  24. 24. Make organisations more humane, adaptive and responsive Be interactiveEnsure that communities are productive 24
  25. 25. BrandNon-members Members 25
  26. 26. Instead of a community about Xbox,make it a community about gaming It shouldn’t be a Club Med Facebook page, it should be a page about travel 26
  27. 27. Open your mind a little bit… 27
  28. 28. What if Sandwhich Baron 28
  29. 29. Was just Sandwiches South Africa 29
  30. 30. Oh, and by the way its brought toyou by Sandwich Baron 30
  31. 31. 2. 2. 31
  32. 32. Accelerate sales More traffic EvangelismEntrench brand loyalty Crisis ThoughtInsights PR leadership Support 32
  33. 33. Consumers trust brands that build a personal relationship. Mobile Marketing Social Networks Personalised Search Online Blogs CommunitiesDegree of Brand Personalisation Direct Mail Rewards Online Display Programs Advertising Targeted Online Brand Content Print Opt-in E-mail Media Relations Radio Mass TV Awareness Consideration Trial Loyalty Advocacy Support for Brand Relationships 33
  34. 34. 34 34
  35. 35. 35 35
  36. 36. 36 36
  37. 37. 3. 37
  38. 38. Brand 1% of audience Online Lead conversation Influencers 7% of audiencePro-consumers Seed conversation 92% of audience Consumers Read conversation 38
  39. 39. 39
  40. 40. Brand Influencers Pro-consumers Consumers 40
  41. 41. 41
  42. 42. Building a communityPR activities EarnedSocial Media SharedBought Media PaidWebsite Owned 42
  43. 43. 43
  44. 44. The main platformsForum 44
  45. 45. 45
  46. 46. 46
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. 50
  51. 51. 51
  52. 52. 52 52
  53. 53. 53 > 79% Learn more about the brand > 76% Receive discounts or coupons > 73% Obtain exclusive information > 69% Give positive feedback > 67% Share my opinion > 59% Submit an idea > 58% Display my brand affiliation > 57% Feel like part of a community > 53% Give negative feedback 53
  54. 54. Reasons fans joined a brand page 54
  55. 55. What Comes After the ‘Like’Expectations of users• To gain access to exclusive content• To receive discounts• To receive updates about the organisation 55
  56. 56. Why fans unsubscribed from a Facebook page:• The information was not interesting• Information was published to often• The bran was no longer of interest to me 56
  57. 57. 57
  58. 58. 58
  59. 59. Run a schedule 59
  60. 60. Incentives 60
  61. 61. 61
  62. 62. 62
  63. 63. 63
  64. 64. 64
  65. 65. Use humor 65
  66. 66. Use apps Use apps 66
  67. 67. Reward your evangelists 67
  68. 68. Take it offline 68
  69. 69. Let them know first 69
  70. 70. Build a response model 70
  71. 71. Facebook: What worksKeep it short Be timelyPosts between 100-250 characters see Chat about what’s top of mind – current60% more interaction events, holidays, hot topics of the dayPost photos & videos Localize and segmentPhoto album, photo and video draw 180%, Keep content laser-focused and relevant –120% and 100% more interaction than text use geo-targeting or Facebook segmentsalone for niche messagesAsk for opinions Post regularlyExplicitly ask for input – be instructive. Daily is ideal - but do what works best forUse polls or ask fans to fill in the ____. your topic and your fans. 71
  72. 72. 72
  73. 73. Right now 73
  74. 74. General GuidelinesFacebook• Posts 3-4 times a week• Respond daily, check in twice a day is good• Direct care enquires to the call centre, you can also call care for an answer!• Always remember they are people• Get ad budget!• Build applications, spice up the content• Feature peopleTwitter• Posts 3-4 times a week• Respond daily, check in twice a day is good• Direct care enquires to the call centre, you can also call care for an answer!• Always remember they are people• Get ad budget!• Build applications, spice up the content• Feature people 74
  75. 75. Who is our audience? 75
  76. 76. Image Credits> Storm Troopers, By Stefan, http://www.flickr.com/photos/st3f4n/> Social Media Bandwagon, Matt Hamm, http://www.flickr.com/photos/matthamm/2945559128/sizes/m/in/photostream/> Mega Mystery, Stimrol, http://www.facebook.com/StimorolSA> Freckles, unknown, http://get-rid-of-acne.co/get-rid-of-acne/get-rid-of-acne-disorders/freckles.htm> Shocked faces, Jessie Dejardins, http://www.slideshare.net/jessedee/you-suck-at-powerpoint> Woods have conversations, Rohit Rath, http://www.flickr.com/photos/rohitrath/4159943702/sizes/z/in/photostream/> Connect, Hoodlumpr, http://www.flickr.com/photos/hoodlumpr/4840142721/sizes/l/in/photostream/> Casino, Agrinberg, http://www.flickr.com/photos/agrinberg/4160496284/sizes/z/in/photostream/> Claw Machine, Bhphotography, http://www.flickr.com/photos/bhcphotography/6783451321/sizes/l/in/photostream/> Newtown graffetti, Helmut Schwarzer, http://www.flickr.com/photos/helmutrs/6803490817/sizes/l/in/photostream/> Communities, Delight, http://www.flickr.com/photos/happyjanssens/5261013434/sizes/l/in/photostream/> Sign of rules, Zachary LeMon, http://www.flickr.com/photos/zacharylemon/6332196774/sizes/l/in/photostream/> 80/20 split, Geoff Livingston http://www.slideshare.net/geoliv/facebook-page-best-practices> Train Schedule, Tamaradulva, http://www.flickr.com/photos/palmdiscipline/75511425/sizes/z/in/photostream/> Incentives, SueConnor, http://www.flickr.com/photos/sueoconnor57/6905615428/sizes/l/in/photostream/> Clowms, Lifeimage, http://www.flickr.com/photos/lifemagic/1667365332/sizes/z/in/photostream/> Rewards, Marybootrixie, http://www.flickr.com/photos/marybootrixie/6520523653/sizes/l/in/photostream/> Whisper, Bramster, http://bramster.deviantart.com/art/The-whisper-66827552?q=boost%3Apopular%20whisper&qo=22> Time, Thearne76, http://thearne76.deviantart.com/art/Time-273861069?q=boost%3Apopular%20time&qo=10> Right now, http://www.google.co.za/imgres?um=1&hl=en&biw=1092&bih=514&tbm=isch&tbnid=41KWhUAxF34jmM:&imgrefurl=http://andrewschult z.com/daily-drive-right-now/&docid=w3AUsX3Ubh_FCM&imgurl=http://andrewschultz.com/wp-content/uploads/2012/04/Right- Now.jpg&w=400&h=294&ei=kc67T8_yNcHMhAf49oyFCQ&zoom=1&iact=rc&dur=254&sig=113503389267344022030&page=1&tbnh=129&t bnw=159&start=0&ndsp=12&ved=1t:429,r:10,s:0,i:143&tx=68&ty=12> You must of found them, Antontang, http://antontang.deviantart.com/art/You-Have-Found-Me-169184573 76
  77. 77. Thank YouChristopher OnderstallFH DigitalFleishman-Hillard | Digital. Integrated. Global.(Telephone) +27 11 548 2035 | (Mobile) + 27 82 873 6952(Skype) ChrisOnderstall | (Twitter) @Chrisonderstall(Linkedin) in/christopheronderstall | (Facebook) Chris.onderstall 77

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