The ﬁve things that work
@edwardboches edwardboches.com thenextgreatgeneration.com mullen.com Friday, May 7, 2010 This morning I presented at Boston’s Social Media Breakfast 17. The theme was actually engaging, motivating and mobilizing your community. None of this SoMe tedium about Twitter and platforms or joining the conversation. More about what you can actually do. I talked about what works.
Friday, May 7, 2010 This
video off our security camera -- no doubt you’ve seen by now; it’s all over the web -- let us say a. we get viral (even though it’s authentic); b. we’re not afraid to have a sense of humor; c. we give people a glimpse of our culture; d. we share good, fun stuff with our thousands of followers.
103,077,298 Friday, May 7, 2010
We measured sentiment, appreciation, fan involvement, participation, and even the old stuff like impressions. There were a lot of those.
Letting people have a voice
Friday, May 7, 2010 Letting people have a voice so they can promote themselves and feel good about you works well, too.
Friday, May 7, 2010 TNGG
gives Gen Y a voice, inspires content and participation, offers the gift of community, and as a result generates learning and expertise for us when it comes to understanding Millennials and how they engage with brands and content. You gotta give to get.
Friday, May 7, 2010 We
do the same for clients: crowdsourcing content, working in the vernacular of the community itself.
Friday, May 7, 2010 And
it works. This project generated 60 videos and hundreds of thousands of views in just the ﬁrst 48 hours.
Conceiving ideas that generate content
Friday, May 7, 2010 Why would you ever do anything that didn’t generate more content. You can’t buy share of voice anymore, so you need to spread your content around.
Friday, May 7, 2010 GFF
wanted to donate money to feeding America. In old days, would write a check and send out a press release. Instead, turn it into a community event. It created involvement, good will, and lots more content.
Friday, May 7, 2010
Even Diane Sawyer got in on the action. Think you’d get on TV without a community to help spread the word and demonstrate the excitement of this program?
March 2010 1 2 3
4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Friday, May 7, 2010 Offer real value, utility, content, questions, etc. And limit your sales pitch to less than 1/3 of what you do.
Friday, May 7, 2010 Break
things down into small pieces so people will help. Give community members psychic reward for participating and helping. Trust the community. Don’t be afraid to ask. Smile or be optimistic or be passionate. It’s contagious.