Using content & conversation to build community

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Duncan Alney discusses the importance of community, the evolution of community, the new community; and how to use content and conversations to build community.

Duncan Alney discusses the importance of community, the evolution of community, the new community; and how to use content and conversations to build community.

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  • This was a very informative article and I believe that the facts found are really reliable I mean with the boost in social media I really don't see an end to users clamoring to achieve online popularity of some fashion. Many users don't have the patience to build strong quality relationships on these sites because many users today are shallow and are hardly interested in hearing something or even following someone they don't know and if they don't know them the best chance at getting a follow is to entice them to follow you by having a large number followers. Today some form of a Follower Increase is almost essential to ones success online. You measure your own success so if buying followers gives you the feeling of success then who's to say that you are unsuccessful. Just a Thought! Great blog and great topic. www.followerincrease.com
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  • 1. Duncan Alney | Firebelly USING CONTENT & CONVERSATION TO BUILD COMMUNITYTuesday, January 25, 2011
  • 2. Case for social DUNCAN ALNEY President Firebelly Marketing @firebelly firebellymarketing.comTuesday, January 25, 2011
  • 3. Tuesday, January 25, 2011
  • 4. 500+ 2nd 200+ million users largest search engine million users 93% of Americans believe a company “should have a presence in social media.” 85% say that companies “should also interact with consumers via social media” [Source: eMarketer]Tuesday, January 25, 2011
  • 5. TRUSTTuesday, January 25, 2011
  • 6. THE OPPORTUNITYTuesday, January 25, 2011
  • 7. THE OPPORTUNITY Use content and conversation to build a value and trust-based community.Tuesday, January 25, 2011
  • 8. THE COMMUNITY APPROACHTuesday, January 25, 2011
  • 9. THE COMMUNITY APPROACH Enrich, grow, monetize and protect.Tuesday, January 25, 2011
  • 10. ONLINE COMMUNITY BENEFITSTuesday, January 25, 2011
  • 11. ONLINE COMMUNITY BENEFITS Real-time, collaboration, crowd source, build engagement and manage reputation.Tuesday, January 25, 2011
  • 12. RELEVANTSOCIAL BRANDTuesday, January 25, 2011
  • 13. RELEVANT SOCIAL BRAND Part of the conversation. Fresh and hip. Cross demographic appeal. Referenced in local pop culture. Must use social experience effectively.Tuesday, January 25, 2011
  • 14. TIP: KNOW YOUR AUDIENCE AND STORYTuesday, January 25, 2011
  • 15. Tuesday, January 25, 2011
  • 16. CONTENT STRATEGYTuesday, January 25, 2011
  • 17. CONTENT STRATEGY Must add value. Build in calls to action for conversation.Tuesday, January 25, 2011
  • 18. CONTENT IMPLEMENTATIONTuesday, January 25, 2011
  • 19. CONTENT IMPLEMENTATION Be consistent. Apply social brand personality guidelines.Tuesday, January 25, 2011
  • 20. RELEVANCE IS KEYTuesday, January 25, 2011
  • 21. RELEVANCE IS KEY Understand the hot buttons, timing and culture.Tuesday, January 25, 2011
  • 22. CONVERSATION STRATEGYTuesday, January 25, 2011
  • 23. CONVERSATION STRATEGY Must be relevant and inclusive. The big opportunity.Tuesday, January 25, 2011
  • 24. CONVERSATIONTuesday, January 25, 2011 IMPLEMENTATION
  • 25. CONVERSATION IMPLEMENTATION Must be maintained. Probing questions to elicit responses. Ask for different perspectives. Offer incentives.Tuesday, January 25, 2011
  • 26. COMMUNITY STRATEGYTuesday, January 25, 2011
  • 27. COMMUNITY STRATEGY Must meet expectations we set. The community is our people and our asset. Protect and water it.Tuesday, January 25, 2011
  • 28. COMMUNITYMANAGEMENTTuesday, January 25, 2011
  • 29. COMMUNITY MANAGEMENT Grow affinity by adding value. It takes time and hard work. Trust will monetize.Tuesday, January 25, 2011
  • 30. HOW DO WE MEASURE?Tuesday, January 25, 2011
  • 31. HOW DO WE MEASURE? Marketing Team: web traffic, lead conversion, engagement. High-Level Executives: revenues, reputation, satisfaction, intelligence.Tuesday, January 25, 2011
  • 32. Tuesday, January 25, 2011
  • 33. Listening { PEARSON EDUCATIONTuesday, January 25, 2011
  • 34. CRM { NETWORK SOLUTIONSTuesday, January 25, 2011
  • 35. Brand Awareness { YATSTuesday, January 25, 2011
  • 36. Consumer Insights { QDOBATuesday, January 25, 2011
  • 37. Contests { DELIVRATuesday, January 25, 2011
  • 38. Case for social DUNCAN ALNEY President Firebelly Marketing @firebelly firebellymarketing.comTuesday, January 25, 2011