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Building Your Brand by Building Community
 

Building Your Brand by Building Community

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Dylan T. Boyd, VP, Sales & Strategy, eROI presented Building Your Brand by Creating Community at the June SF Kickapps Conference....

Dylan T. Boyd, VP, Sales & Strategy, eROI presented Building Your Brand by Creating Community at the June SF Kickapps Conference.

What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:

Starting a relationship with your customers that can’t be duplicated by the competition, encouraging loyalty and providing value.

Maximizing customer interaction time with your brand, as well as building mindshare and influence.

Building an plan for targeted follow-up and communication.

Now, what’s the best way to kill these 3 birds with one rock-solid project? Let's learn how eROI went about it for a client in a 1 year journey of testing, listening and development. (www.eroi.com)

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    Building Your Brand by Building Community Building Your Brand by Building Community Presentation Transcript

    • Building Your Brand by Building Community
    • Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software. 2007 Inc. Magazine Inc. 500 + Inc. 5000 company of the year
    • We are not Social Media “Experts”.
    • 2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa
    • What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:
    • Starting a relationship with your customers that can’t be duplicated by the competition, encouraging loyalty and providing value.
    • Maximizing customer interaction time with your brand, as well as building mindshare and influence.
    • Building an plan for targeted follow-up and communication.
    • Wacom The Road to Community
    • Wacom has long been part of the conversation and in commuities.
    • How Did We Get Here?
    • 1. LISTENING
    • 2. PLANNING
    • 3. FINDING YOUR/OUR/THE VOICE Social Media is Time Consuming. Someone needs to be responsible
    • Wacom Baby Steps
    • Results of First Test 150% Increase in projectes Dec Sales 2200+ New works shared 61K Unique Visitors from 123 Countries Increased House list by 2000 Over 150 Active voices and influencers identified
    • Best Result We found there was a community waiting
    • Storytelling: The New Campaign
    • Find Out Who Else is Sharing and Creating Brand Content
    • 6770 Results 57 Pro Wacom Produced Videos 20 Consumer Wacom Produced Videos
    • Pro Channel Consumer
    • Hidden Finds for Later: Unboxings
    • Be Creative: If there are not traditional measurements you can apply to a new media - create yours to measure by. Benchmarks will be out there soon.
    • How We Started - Live WireFrames
    • Interaction Design
    • Admin Development Using FULL API Using Kickapps Using Amazon S3 CDN Content Mirroring
    • Building The Community Alpha Invites - 990 Identify Influencers - 300 Twitter Track Conversion Beta Invites from Members
    • Alpha Invites Unique Pin Coded Invites used to preload known data and track entry
    • Influencer Invites 300 USBs Custom Messaging Custom Invite Code Sent to Key People or Partners
    • Packaging Inserts
    • Building The Community Slow Onboarding Process Planned 3600 Members in private beta Open Beta Slow Announce Go BIG
    • 3600 BETA users Average visit 7.23 minutes over 60 days Average Page views 27 over 60 days Average content creation 10 items Average comments on other members 5
    • Next Steps: Commitment Conversion Conversation Community Collaboration
    • What This Gives Us Access/Channel Decreased Cost Media Space Customer Data Better Understanding of Needs Built in Focus Groups
    • 64% of companies using customer communities stated that the community made for better decision making on product selection
    • 33% of companies said that communities input alone actually changed product design and marketing plans
    • Social Media Commandments 1. Be a good listener. 2. Think before you speak. 3. Be patient, stay committed. 4. Someone needs to own it. 5. Be creative. 6. Stay on top of trends. 7. Participate in conversation. 8. Be a user. 9. Embrace your lack of control.
    • Questions? Dylan T. Boyd VP Strategy, eROI dylan@eroi.com Twitter @eROI