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


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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

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

    1. 1. Engaging and Connecting Communities through Compelling Content Or: Connecting Strangers to Communities A New Way to Revisit Old Ideas @equintanilla
    2. 2. Introductions What is community? Creating Compelling Content (including how offline supports social media) Case Studies – Old Spice, Drupal, y Tacos! Engagement Case Studies – GAHCC 5 Practical Things to Take Home You too can be a rock star!!!
    3. 3. Introductions
    4. 4. EQ who? Contributor to several communities! #Austin (ite) #Prodmgmt #prodmktg #Marketing #Gahcc #Drupal IBM Ex- Rocket Scientist Glider Pilot Scuba Diver
    5. 5. Define a community
    6. 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 friends have 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. 7. Community and Strangers Community: Group of people with a shared interest, purpose, or goal, who get to know each other better over time. Stranger: A person that I have not met previously Not an organization that delivers content to particular group
    8. 8. Help People Come Together!
    9. 9. Find Existing Communities!
    10. 10. 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
    11. 11. EQ who?
    12. 12. EQ who? Strangers: People who are new to the communities JDRF Ballroom Dancing Asian Chamber of Commerce Toast Masters
    13. 13. EQ who? Newbie: People who need to be introduced to the community JDRF Ballroom Dancing Asian Chamber of Commerce Toast Masters Austin Chamber of Commerce Python Austin Sailing Club
    14. 14. EQ who? Regular: Established peeps that are comfortable participating JDRF Ballroom Dancing Asian Chamber of Commerce Toast Masters Greater Austin Chamber of Commerce Python Austin Sailing Club High Tech Happy Hour TexChange UT Alumni Bootstrap Austin scuba
    15. 15. 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?
    16. 16. EQ who? Leaders: Volunteers and peeps who keep community going JDRF Ballroom Dancing Asian Chamber of Commerce Toast Masters Greater Austin Chamber of Commerce Python Austin Sailing Club High Tech Happy Hour TexChange UT Alumni Bootstrap Austin Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce ProductCamp scuba
    17. 17. 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?
    18. 18. EQ who? Elders: Long-Time leaders and regulars who share knowledge Note: Everyone contributes to the culture!!! JDRF Ballroom Dancing Asian Chamber of Commerce Toast Masters Greater Austin Chamber of Commerce Python Austin Sailing Club High Tech Happy Hour TexChange UT Alumni Bootstrap Austin Drupal Meetup Organizer Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce ProductCamp Faultline Flyers
    19. 19. Not a Fish but What is this?
    20. 20. EQ where? @cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal
    21. 21. More Reading: An oldie but goodie!! Available on Amazon: Amy Jo Kim
    22. 22. Creating Compelling Content
    23. 23. Content Marketing: Being done today by all industries and sectors
    24. 24. Content: Not just words Content: Any form of published information Don’t expect PRIVACY IN SOCIAL MEDIA!!! Not just what is written in the paper!
    25. 25. Content: Not just online Touch Point: interface of a product, a service or a brand with customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase. Don’t overlook your receipts!
    26. 26. Remind Customers What We Do and Want Them TO DO …
    27. 27. Is this really where I want to be?
    28. 28. Unique Thank You All Info on Biz Visible Survey Coupon for Customer Time Plug for Call to Action!
    29. 29. Burgers and Fries Get it!
    30. 30. Yum!!!!
    31. 31. Unburritable!
    32. 32. 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?
    33. 33. 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!!!
    34. 34. 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/
    35. 35. 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.
    36. 36. Even the local guys are doing it!
    37. 37. CASE STUDY: Taco Journalism 4 Guys – 1 Taco Blog => New York Times!
    38. 38. More Reading: Must READ!!! Available on Amazon: Al Ries and Jack Trout
    39. 39. Engagement – Not just a ring
    40. 40. 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
    41. 41. 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 Engagement 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
    42. 42. Creating 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 MOBILIZE Mobilize people & networks to take action. •Call to Action •Resources •Step by step •Online/offline Transition •Incentives •Create Advocates Source: Cultural Strategies - www.cultural-strategies.com Armando Rayo, VP, Engagement - arayo@cultural-strategies.com
    43. 43. Advocates and Ambassadors are always real people!
    44. 44. # 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?
    45. 45. # 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
    46. 46. # 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)
    47. 47. # 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!
    48. 48. # 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
    49. 49. More Reading: Love this book!! Available on Amazon: by Robbin Phillips, Spike Jones, Greg Cordell, Geno Church