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Building communities

Building communities



Building Communities: Techniques, Technologies, & Best Practices

Building Communities: Techniques, Technologies, & Best Practices



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  • Efectivamente, la 'social media' cambió las reglas básicas del marketing y, respecto a Webinar, es fascinante (estoy en un taller que se imparte por ese medio) el estar conectados a la vez en diferentes latitudes. Y la guía desde su país nos ilustra mediante slides que 'cuelga' al momento en su presentación y transmitiendo enseñanzas con una nítida voz , como si estuviéramos en su sala frente a su computadora y además, completándose en comunicación cuando le participamos alguna inquietud vía chat y más cuando nos da acceso a la participación verbal a todo aquel que simplemente 'levante la mano' . La reducción de costos es impresionante y geométrico el beneficio pues el público partcipante puede ser mucho mayor y aunque no parezaca, (hay que vivirlo), más 'directa' que si estuviéramos presentes en un auditorio en el que sólo se 'dicta' una clase.
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  • http://marketingdiner.com/blog/wp-content/uploads/2009/08/footprint.jpg
  • Not just an experiment anymoreHigher Conversion Rates – warm leadsLower Acquisition Costs – reduce cold callsShorter Sales Cycle
  • Push marketing – 1. timing – hitting buying cycle 2. hitting the buying center 3. is info relevant & does it resonate?Customer-centric marketing has a number of benefits - self qualified leads -
  • Metrics are Based on Objectivesprovide items from the KPI list 1. benchmarkCompare against that (what other items can be measured? … I have a list in the PR paperBased on Objectives
  • Facebook and social networks have brought a new dimension to how we interactFlattened the world

Building communities Building communities Presentation Transcript

  • Building Communities
    Techniques, Technologies & Best Practices
    Connie Bensen
    Online Marketing Summit
    June 8, 2011
  • Introduction
    Creative Marketer
    Change Agent
  • Definitions
    Social Business
    Culture shift
    Industry Dependencies
    • Executive Buy-in
    Executive Support
  • Every Company Needs a Digital Footprint
  • Get to know your People
    1. Listen
  • Choose Listening Tools
    Google Alerts
    Twitter – Hootsuite, Seismic, Tweetdeck
    Alterian SM2
    Visible Technologies
  • What to listen for
    Brand Name
    Key Executives
    If no conversations…
    Industry terms
    * Identify patterns & trends
  • Get to Know Them
    Identify where consumers are at
    Which social networks
    The influencers (beyond top tier)
    Topics of interest & context
    * Create consumer profiles and understand
    what motivates them
  • Online Preferences
    Time of day
    Social Networks
    Formats – chat, video, forums, games, etc
  • Planning
    Create a Strategy & Metrics
    2. Planning
  • Plan Based on Objective(s)
    Choose One that Meets Your Business Goals
    % Reduced spend on PR, Marketing & Advertising
    % Increase in Sales
    % Reduction in Customer Service Costs
    % Reduction Product Development Costs
    % Increased SEO Presence
    % Increase in Leads from Campaign
    % Increase in Brand Visibility
    * Note: the objectives drive
    the metrics which need to be
  • Platforms
    Social network (Facebook, Ning, LinkedIn)
    Items to consider:
    Do you own your data?
    Is the platform scalable?
    How difficult will it be to migrate it?
  • Content is King & SEO is Queen
    3. Digital Marketing
  • Social Media has radically changed Marketing
    Company-centric (old) Buyer-centric (new)
    Identify buyer
    Search & find info, links
    Send an Email
    Visit website
    Call prospect
    Download a resource
    Assess the need
    Request a call
    Determine budget
    Describe a project
    Give a demo
    Give spec’s & budget
    Participate in a demo
    Submit proposal
    Request a proposal
  • One Event/Piece of Content Assets in Many Formats
    Repurpose content
    Make it conversational
    Create for variety of formats
    Data sheets
    Sales guides
    Previous campaigns
    • Place in existing social channels
    • Map content& create a content Library
  • Encourage User Generated Content
  • Build Word of Mouth
    Use Shareable sites
    Encourage sharing of content in emails
    Send newsletters with links
  • Build an Inbound Strategy
    Share Your Story
    Create Interesting Content
    Add Value & Provide Resources
    Syndicate your content – help it grow legs
    Widgets (Slideshare.net)
    LinkedIn, Facebook
    SocialMediaToday.com, MyVenturePad.com
    * Set information free
  • Create a Party
    4. Engagement
  • Kicking it off
    Seed the community
    Provide guidelines that suit the community
    Start with a simple profile
    Add additional fields over time
    Set expectations
  • Connect with them early on
  • Advocates
    Reward them
    Give them more privileges
    Encourage them to moderate
    Provide a private place for discussions
    * Identify what motivates them
  • Dealing with Trolls
  • Measuring Success
    4. Reporting
  • Measure what meets the Objective
    % Reduced spend on PR, Marketing & Advertising
    % Increase in Brand Visibility
    Amount of increased conversation
    % Increase in Sales
    Overlay sales performance on volume of conversation
    % Reduction in Customer Service Costs
    Number of uses of online content
    Number of issues resolved online by peers
    Increased customer satisfaction - qualitative
    % Reduction Product Development Costs
    Number of ideas gathered/implemented
    Compare previous cycle cost to present
    Reduced cost due to beta
    % Increased SEO Presence
    Google your brand/product!
    % Increase in Leads from Campaign
  • Calculating ROI
    Decide on the objective (it needs to be measurable).
    2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment)
    3. Measure the baseline.
    After a given period (or campaign time)
    take the measurement
    5. Calculate the ROI based on the cost
    * Remember! It’s about building relationships.
  • Possible quantitative data
    Number of active members
    Percent with complete profile
    Number of new members
    Number of new threads started
    Number of mentions
    Number of comments
    Number of views (YouTube, Slideshare, Flickr)
    Number of embeds
    Number of downloads
    Number of followers (*careful!)
    Rank (Google, Twitter, Technorati, Klout, etc)
  • Possible qualitative data
    Sentiment and/or tone
    Quote from advocate
    Issues (frequency)
    Topics frequently discussed
    Recommendations (velocity)
    Brand differentiators
  • Monthly Reporting
    Report on Objectives
    Established from goals of the position
    Trends in members, topics, discovery of new communities
    Benchmark based on previous report
    Web Analytics
    unless someone else is tracking them
    Based on interactions with customers
  • Growing Your Community
    Provide thought leadership
    Comment on related posts
    Guest blog
    Participate in related communities
    Organize industry related events online & offline
  • Fail Fast
    Learn from Mistakes
    Build on What Worked
    Grow the Engagement
    Get More Teams Involved
    Train Willing Teams
  • Team Exercise
  • Connie Bensen
    Community Strategist