Community Engagement Form around a shared purpose Collaborative Output is > individual capabilities Accomplishment of something (activity or purpose) Shared Purpose & Anticipated Reciprocity Greater Output & Recognition Accomplishment & Sense of Efficacy Sense of Community
The Fallacy of ROI in Social Media It is illogical to attempt to put numeric quantities around human interactions and conversations that are not quantifiable… yet it is precisely quantitative data that drives logical decision making. Therefore, it makes sense to seek to understand the patterns amongst the chaos, however difficult that task may seem.
Spectators - With over 1,000 views, people are watching
Critics – Customers talking to developers – BIG draw
Accomplishment – Critics sense this person can “make it happen”
Shared Purpose – Working with Customers to Improve the Product
This is “The Conversation”
Our Challenges Analyze the pathways to and from Social Media and Your Organizational Conversation gathering points (the nexus of our members) Analyze and design the “Conversation” core areas Online Communities Live Communities Blogs ? (could be leveraged – but we need participants to keep content fresh) Content should be easy to use – and easy to find Focus on a Central Point of Contact Customers can easily nav to where they want to be from 1 spot Online forums, live community, FAQ’s, Videos, Audio, New Products
Corporate Homework Marketing Examples H&R Block Facebook H&R Block YouTube (Truman Green) H&R Block Twitter Feed Et al – A Shopping List of Corporate Social Efforts The Easy Way to Think about Social Marketing Reading Suggestions The Long Tail Groundswell WE are smarter than ME
Working with a Social Media Team Drive growth & increase customer engagement through an integrated, overarching social media strategy and smarter social programs for marketing & PR campaigns.
What to watch out for… (what doesn’t work well) “Build it, and they will come” approach Tools‐focused approach Solid strategy, but limited plan for execution Failing to nurture on an ongoing basis Not listening to your membership Focusing on quantitative ROI over “customer franchise value”
7 Components of a Successful Community Community Membership and Acquisition Strategy Defined & Business Objectives Ongoing Community Management Moderation Membership Communication Content & Programming Tools & Rollout
Who is your target audience? Define your target audience and how you plan to reach it Who is your community targeting and why should they care about it? What’s in it for them? How can you compete with other similar communities Have we done a competitive analysis? How will you retain them after they become members Keep it fresh – feed it and nurture it?
The Facebook Party: Facebook traffic has now surpassed Google Search - nuff said