Engaging Community through Content Marketing - Not Just another Social Media Presentation!

Engaging and Connecting Communities through Compelling Content
Or:
Connecting Strangers to CommunitiesA New Way to Revisit Old Ideas
@equintanilla

Introductions What is community?Creating Compelling Content (including how offline supports social media)Case Studies – Old Spice, Drupal, y Tacos!Engagement Case Studies – GAHCC5 Practical Things to Take HomeYou too can be a rock star!!!

Introductions

EQ who?
#Austin (ite) #Prodmgmt #prodmktg #Marketing #Gahcc #Drupal
IBM Ex- Rocket Scientist Glider Pilot Scuba Diver
Contributorto several communities!

Define a community

Sea of Shared Knowledge
I had (and still have) a dream that the web could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friendshave seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings.
Tim Berners-Lee (1995 @MIT)

Community and Strangers
Community: Group of people with a shared interest, purpose, or goal, who get to know each other better over time.
Not an organization that delivers content to particular group
Stranger: A person that I have not met previously

Help
People Come Together!

Find
Existing
Communities!

Word of Mouth & Community
Communities form to achieve something that can be accomplished that can’t as individual members
Make it easy for members to talk with each other
Authentic members create the positive community experience
Listen and Respond – not just a fan or a silent lurker

EQ who?

EQ who?
Ballroom Dancing
JDRF
Toast Masters
Asian Chamber of Commerce
Strangers: People who are new to the communities

EQ who?
Ballroom Dancing
JDRF
Python
Austin Sailing Club
Toast Masters
Austin Chamber of Commerce
Newbie: People who need to be introduced to the community

EQ who?
Ballroom Dancing
High Tech Happy Hour
TexChange
JDRF
Python
scuba
UT Alumni
Austin Sailing Club
Toast Masters
BootstrapAustin
Greater Austin Chamber of Commerce
Regular: Established peeps that are comfortable participating

4 Archetypes of Regulars
Achiever: Care about becoming the best - Trophy anyone?
Guide: Pride in knowing everything & enjoy being the expert!
Greeters: aka the Hosts/Socializer interested in people and relationships. Take pride in their circle of contacts =)
Killers: Culture vultures – get kicks in dominating situations Careful they can breakup a group but still seek a community.
What type of regular are you?

EQ who?
Ballroom Dancing
TexChange
scuba
JDRF
Python
ProductCamp
UT Alumni
Austin Sailing Club
Toast Masters
BootstrapAustin
Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce
Leaders: Volunteers and peeps who keep community going

6 Archetypes of Leaders
Teachers: Train community leaders – offer classes or tutoring
Hosts: Keep community activities running smoothly
Greeters: Welcome newcomers, teach peeps the ropes
Cops: Remove disruptive members and or inappropriate content
Event Coordinator: Plan, coordinate, and run events
Support: Help members solve problems & answer questions
What type of leader are you?

EQ who?
Ballroom Dancing
TexChange
JDRF
Python
ProductCamp
UT Alumni
Austin Sailing Club
Toast Masters
BootstrapAustin
Drupal Meetup Organizer
Faultline Flyers
Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce
Elders: Long-Time leaders and regulars who share knowledge
Note: Everyone contributes to the culture!!!

Not a Fish but What is this?

EQ where?
@cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin
Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal

More Reading:
An oldie but goodie!!
Available on Amazon: Amy Jo Kim

Creating Compelling Content

Content Marketing: Being done today by all industries and sectors

Content: Not just words
Content: Any form of published information
Not just what is written in the paper!
Don’t expect PRIVACY IN SOCIAL MEDIA!!!

Content: Not just online
Touch Point: interface of a product, a service or a brandwith customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase.
Don’t overlook your receipts!

Remind Customers What We Do and Want Them TO DO …

Is this really where I want to be?

Unique
Thank You
All Info on Biz Visible
Survey
Coupon for Customer Time
Plug for Call to Action!

Burgers and Fries Get it!

Yum!!!!

Unburritable!

As a B2B Marketer, why should I care?
B2B have their own customer touch points
Reference Management
Vendor Management
Help Desk
Error 404 Pages
What’s yours?

Secret to Content that sticks!
Have a consistent, relevant and valuable message to a targeted group of people.
Content is King but has to connect with your peeps!!!

Community need to connect to Objectives
E - ENTERTAINING
I - INFORMATIONAL
E - EDUCATIONAL
I - INSPIRATIONAL
O – OBJECTIVE: What was the point of doing all the work?
Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/

CASE STUDY: Old Spice
3 Days, 180 Video created by team, Highly Interactive Engaging Team – Respond to Fans in Real Time
Day 1: Received almost 6 million views(that’s more than Obama’s victory speech)
Day 2: old spice had 8 of the 11 most popular videos online
Day 3: Had reached over 20 million views
Week 2: Old spice had over 40 million views
The old spice twitter following increased 2700%
Facebook fan interaction was up 800%
Oldspice.com website traffic was up 300%
Generated 1.4 billion impressions since launching the ads 6 months ago
The campaign increased sales by 27% over 6 months since launching (year on year)
Total Sales were up 107% from the social responses campaign work
Old spice is now the #1 body wash brand for men.

Even the local guys are doing it!

CASE STUDY: Taco Journalism
4 Guys – 1 Taco Blog
=> New York Times!

More Reading:
Must READ!!!
Available on Amazon: Al Ries and Jack Trout

Engagement – Not just a ring

Small businesses depend greatly on relationships with their customers. Besides some search engine optimization (SEO) that can come with the use of social media, the primary benefit can be to deepen relationships with existing customers and finding new customers whom you might not have been able to reach otherwise. Additionally, identifying customers who are evangelists for your business and strengthening that bond can help promote your business further. In advertising the common adage is that it takes seven impressions for someone to decide to buy your product. Social media can help you gain those impressions by providing more visibility to your audience. The downside? Yes, some time, but this can be managed so it might take as little as a half hour per day. The important thing is to have a social media strategy and implementation that is best suited to your business.
SocialMediaDynamo.com – Ricardo Guerrero

42
Engagement
Relevant (Timely and interesting)
The audience cares about and enjoys this content
Messages are on brand and reflect the core benefits of the organization in audience perspective
Commitment
Time and resources are devoted to building a foundation – content, community, feedback
The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community
Talkable: Have a conversation
People are interacting more frequently, or more deeply
Connection: Build your community
Builds connections: People are sharing and make recommendations daily
People try things from peer recommendations

Creating Advocates
MOBILIZE
Mobilize people & networks to take action.
Call to Action
Resources
Step by step
Online/offline Transition
Incentives
Create Advocates
INSPIRE
Inspire people to take action that changes the world
Engage
Passion
Story
Create Possibilities
Connect
Open Doors
Be Relevant
Diverse & Inclusive
Innovate
Create Relationships
EQUIP
Equip people with skills, knowledge & abilities
Educate
Skills
Abilities
knowledge
Information
How to’s
Leadership
Talking Points
Source: Cultural Strategies - www.cultural-strategies.com
Armando Rayo, VP, Engagement - arayo@cultural-strategies.com

Advocates and Ambassadors are always real people!

# 1: Never the product always the passion!!
Reframe conversation
Not about the product
Is about the customer
What role does product play in customer lives?

# 2: Empower People!!
More than just content
People want to know the good, the bad, and the ugly
Give them what they need to know to talk about you
Create Ambassadors

# 3: Know Thyself Well
Old Spice has a powerful identity
Your identity is not the same as your competition
Not everyone will like you.
Find your #11(s)

# 4: Never is it just online
Buzz is not Twitter
Tweets don’t matter
Find all Customer Touch Points
People believe those recommendations from peeps they know, like, and trust!

# 5: Make your advocates feel like Rock Stars!!
Lift up your customers
Show your appreciation by acknowledgment
Say “Gracias, Merci, …”
Not just free trips on American Airlines

More Reading:
Love this book!!
Available on Amazon: by Robbin Phillips, Spike Jones, Greg Cordell, Geno Church

Any Questions?

Engaging Community through Content Marketing - Not Just another Social Media Presentation!

by Elizabeth Quintanilla on Oct 27, 2010

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Engaging Community through Content Marketing - Not Just another Social Media Presentation! — Presentation Transcript