Creating communities that     love your brand          May 2012          Auckland
@xero @cjlambert     www.xero.com
Community•   Social objects•   Channel strategy•   Audience•   People•   Play                       www.xero.com
Investment mix                 www.xero.com
Channels and tactics                       www.xero.com
Content marketing maturity model                                   www.xero.com
Resourcing – one day                       www.xero.com
Resourcing             www.xero.com
Focus on audience                    www.xero.com
Tell your stories                    www.xero.com
Social objects                 www.xero.com
Xero channels            twitter.com/xero                               www.xero.com                                    Bl...
Encourage discussion                       facebook.com                           www.xero.com Xero community
Amplify the audience                       www.xero.com
Give to get              www.xero.com
Xero Channels       Google +                       www.xero.com                  LinkedIn
People and faces                   www.xero.com
Call to action                 www.xero.com
Playground             www.xero.com
Playground             www.xero.com
xero.com/careers                   www.xero.com
@xero @cjlamberthttp://courtneylambert.co.nz          www.xero.com
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Building communities that love your brand

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Public relations institute of New Zealand presentation from May 2012, Auckand.

-C suite media metrics
-Resourcing for social media
-Content marketing for direct sales
-The power of play for curating engaging content

Published in: Business, Technology
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  • Marketing efforts should be skewed towards Online Video, Social Media, Blogging etc as this will return better bang for buck:Better SEOBetter ROIBetter speed/agilityStronger brand (we will attract customers + staff (top talent) if we are leading the charge in this space)
  • Current situation:Our SEO rankings outside of NZ reflect the lack of content being pushed out in new markets (e.g. Xero # of online videos vs. Red Bull!)We have one community manager pushing content (reactively)We are failing to capatilise on events fully (i.e. not taking the opportunity to create content)Opportunity….To create a culture of content.. CONTENT = TRAFFIC = DIRECT SALES
  • This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
  • Encourage others to share content on their channels by including them
  • This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
  • This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
  • PhotosVideoBe prepared - speaker notes – who’s there we should be talking to/be seen with?
  • Facebook
  • FlickrPodcasts
  • Encourage others to share content on their channels by including them
  • Google +
  • Encourage others to share content on their channels by including them
  • Building communities that love your brand

    1. 1. Creating communities that love your brand May 2012 Auckland
    2. 2. @xero @cjlambert www.xero.com
    3. 3. Community• Social objects• Channel strategy• Audience• People• Play www.xero.com
    4. 4. Investment mix www.xero.com
    5. 5. Channels and tactics www.xero.com
    6. 6. Content marketing maturity model www.xero.com
    7. 7. Resourcing – one day www.xero.com
    8. 8. Resourcing www.xero.com
    9. 9. Focus on audience www.xero.com
    10. 10. Tell your stories www.xero.com
    11. 11. Social objects www.xero.com
    12. 12. Xero channels twitter.com/xero www.xero.com Blog.xero.com
    13. 13. Encourage discussion facebook.com www.xero.com Xero community
    14. 14. Amplify the audience www.xero.com
    15. 15. Give to get www.xero.com
    16. 16. Xero Channels Google + www.xero.com LinkedIn
    17. 17. People and faces www.xero.com
    18. 18. Call to action www.xero.com
    19. 19. Playground www.xero.com
    20. 20. Playground www.xero.com
    21. 21. xero.com/careers www.xero.com
    22. 22. @xero @cjlamberthttp://courtneylambert.co.nz www.xero.com
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