Using content & conversation to build community

USING CONTENT
& CONVERSATION
TO BUILD
A COMMUNITY ONLINE
DUNCAN ALNEY Text duncan to 71813 @firebelly

THE COMMUNITY
APPROACH
Move your RL community online
Benefits:
real time, collaboration, crowd source,
part of facebook experience
How it works:
Content leads to Conversation
Conversations lead to Affinity
Fanned affinity leads to Relationships
Relationships can be mined for Commerce
This is your community...

CONTENT STRATEGY Must be about the brand, the people, the experience and lifestyle Build in calls to action for conversation Keep affinity in mind - how can you tap into values that your brand shares with customers and potential customers

CONTENT IMPLEMENTATION Regular, focused on brand, people, & experience Social “brand”personality guidelines to be used Questions, Videos, User Generated Content Demo Specific - be inclusive in your specificity

CONVERSATION STRATEGY Conversations are critical Conversations must be relevant Conversations must be inclusive Conversations can influence behavior The opportunity: most brands don’t do conversation well

CONVERSATION IMPLEMENTATION Use content to start Must be maintained in a timely manner Probing questions always elicit responses Ask for different perspectives Offer incentives Slow burn - unfolds organically in real time

COMMUNITY STRATEGY We must meet the expectations we set The community is our people and our asset We must protect the community We must water the community There is tremendous value in the community Set measurable goals up front

COMMUNITY MANAGEMENT Regular content & encourage conversation Grow affinity by adding value It takes time and hard work Work hard on the relationship Always work for trust It will monetize

DUNCAN ALNEY Text duncan to 71813 @firebelly

Using content & conversation to build community

by Firebelly Marketing on Nov 06, 2010

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Using content & conversation to build community — Presentation Transcript