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


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

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

Gave this presentation at Texas State in San Marcus, Texas on October 25th, 2010. The audience was very engaged and enjoyed it!

Elizabeth Quintanilla

Published in Business
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  • Most die-hard fans are simply looking for people who share in their interests. Help them come together with events, online groups, email lists -- anything that makes it easy for them to meet one another. Once you've made the meet-up possible (online or off), you can get out of the way and let them do the talking.
  • Adopt existing groups - Support your natural word of mouth by adopting existing communities. Find these fans by looking for groups that have developed in online forums or as Facebook groups. Try approaching and building relationships with community leaders by asking if there's any way you can support them in what they're already doing so well.


  • 1. Engaging and Connecting Communities through Compelling Content
    Connecting Strangers to CommunitiesA New Way to Revisit Old Ideas
  • 2. 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!!!
  • 3. Introductions
  • 4. EQ who?
    #Austin (ite) #Prodmgmt #prodmktg #Marketing #Gahcc #Drupal
    IBM Ex- Rocket Scientist Glider Pilot Scuba Diver
    Contributorto several communities!
  • 5. Define a community
  • 6. 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)
  • 7. 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
  • 8. Help
    People Come Together!
  • 9. Find
  • 10. Word of Mouth & Community
    • Communities form to achieve something that can be accomplished that can’t as individual members
    • 11. Make it easy for members to talk with each other
    • 12. Authentic members create the positive community experience
    • 13. Listen and Respond – not just a fan or a silent lurker
  • EQ who?
  • 14. EQ who?
    Ballroom Dancing
    Toast Masters
    Asian Chamber of Commerce
    Strangers: People who are new to the communities
  • 15. EQ who?
    Ballroom Dancing
    Austin Sailing Club
    Toast Masters
    Asian Chamber of Commerce
    Austin Chamber of Commerce
    Newbie: People who need to be introduced to the community
  • 16. EQ who?
    Ballroom Dancing
    High Tech Happy Hour
    UT Alumni
    Austin Sailing Club
    Toast Masters
    Asian Chamber of Commerce
    Greater Austin Chamber of Commerce
    Regular: Established peeps that are comfortable participating
  • 17. 4 Archetypes of Regulars
    • Achiever: Care about becoming the best - Trophy anyone?
    • 18. Guide: Pride in knowing everything & enjoy being the expert!
    • 19. Greeters: aka the Hosts/Socializer interested in people and relationships. Take pride in their circle of contacts =)
    • 20. 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?
  • 21. EQ who?
    Ballroom Dancing
    High Tech Happy Hour
    UT Alumni
    Austin Sailing Club
    Toast Masters
    Asian Chamber of Commerce
    Greater Austin Chamber of Commerce
    Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce
    Leaders: Volunteers and peeps who keep community going
  • 22. 6 Archetypes of Leaders
    • Teachers: Train community leaders – offer classes or tutoring
    • 23. Hosts: Keep community activities running smoothly
    • 24. Greeters: Welcome newcomers, teach peeps the ropes
    • 25. Cops: Remove disruptive members and or inappropriate content
    • 26. Event Coordinator: Plan, coordinate, and run events
    • 27. Support: Help members solve problems & answer questions
    What type of leader are you?
  • 28. EQ who?
    Ballroom Dancing
    High Tech Happy Hour
    UT Alumni
    Austin Sailing Club
    Toast Masters
    Drupal Meetup Organizer
    Faultline Flyers
    Asian Chamber of Commerce
    Greater Austin Chamber of Commerce
    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!!!
  • 29. Not a Fish but What is this?
  • 30. EQ where?
    @cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin
    Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal
  • 31. More Reading:
    An oldie but goodie!!
    Available on Amazon: Amy Jo Kim
  • 32. Creating Compelling Content
  • 33. Content Marketing: Being done today by all industries and sectors
  • 34. 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!!!
  • 35. 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!
  • 36. Remind Customers What We Do and Want Them TO DO …
  • 37. Is this really where I want to be?
  • 38. Unique
    Thank You
    All Info on Biz Visible
    Coupon for Customer Time
    Plug for Call to Action!
  • 39. Burgers and Fries Get it!
  • 40. Yum!!!!
  • 41. Unburritable!
  • 42. 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?
  • 43. 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!!!
  • 44. Community need to connect to Objectives
    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/
  • 45. 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.
  • 46. Even the local guys are doing it!
  • 47. CASE STUDY: Taco Journalism
    4 Guys – 1 Taco Blog
    => New York Times!
  • 48. More Reading:
    Must READ!!!
    Available on Amazon: Al Ries and Jack Trout
  • 49. Engagement – Not just a ring
  • 50. 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
  • 51.
  • 52. 42
    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
    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
  • 53. Creating Advocates
    Mobilize people & networks to take action.
    Inspire people to take action that changes the world
    Equip people with skills, knowledge & abilities
    Source: Cultural Strategies - www.cultural-strategies.com
    Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
  • 75. Advocates and Ambassadors are always real people!
  • 76. # 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?
  • 77. # 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
  • 78. # 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)
  • 79. # 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!
  • 80. # 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
  • 81. More Reading:
    Love this book!!
    Available on Amazon: by Robbin Phillips, Spike Jones, Greg Cordell, Geno Church
  • 82. Any Questions?