Using content & conversation to build community

Duncan Alney | Firebelly USING CONTENT & CONVERSATION TO BUILD COMMUNITYTuesday, January 25, 2011

Case for social DUNCAN ALNEY President Firebelly Marketing @ﬁrebelly ﬁrebellymarketing.comTuesday, January 25, 2011

Tuesday, January 25, 2011

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

TRUSTTuesday, January 25, 2011

THE OPPORTUNITYTuesday, January 25, 2011

THE OPPORTUNITY Use content and conversation to build a value and trust-based community.Tuesday, January 25, 2011

THE COMMUNITY APPROACHTuesday, January 25, 2011

THE COMMUNITY APPROACH Enrich, grow, monetize and protect.Tuesday, January 25, 2011

ONLINE COMMUNITY BENEFITSTuesday, January 25, 2011

ONLINE COMMUNITY BENEFITS Real-time, collaboration, crowd source, build engagement and manage reputation.Tuesday, January 25, 2011

RELEVANTSOCIAL BRANDTuesday, January 25, 2011

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

TIP: KNOW YOUR AUDIENCE AND STORYTuesday, January 25, 2011

CONTENT STRATEGYTuesday, January 25, 2011

CONTENT STRATEGY Must add value. Build in calls to action for conversation.Tuesday, January 25, 2011

CONTENT IMPLEMENTATIONTuesday, January 25, 2011

CONTENT IMPLEMENTATION Be consistent. Apply social brand personality guidelines.Tuesday, January 25, 2011

RELEVANCE IS KEYTuesday, January 25, 2011

RELEVANCE IS KEY Understand the hot buttons, timing and culture.Tuesday, January 25, 2011

CONVERSATION STRATEGYTuesday, January 25, 2011

CONVERSATION STRATEGY Must be relevant and inclusive. The big opportunity.Tuesday, January 25, 2011

CONVERSATIONTuesday, January 25, 2011 IMPLEMENTATION

CONVERSATION IMPLEMENTATION Must be maintained. Probing questions to elicit responses. Ask for different perspectives. Offer incentives.Tuesday, January 25, 2011

COMMUNITY STRATEGYTuesday, January 25, 2011

COMMUNITY STRATEGY Must meet expectations we set. The community is our people and our asset. Protect and water it.Tuesday, January 25, 2011

COMMUNITYMANAGEMENTTuesday, January 25, 2011

COMMUNITY MANAGEMENT Grow afﬁnity by adding value. It takes time and hard work. Trust will monetize.Tuesday, January 25, 2011

HOW DO WE MEASURE?Tuesday, January 25, 2011

HOW DO WE MEASURE? Marketing Team: web trafﬁc, lead conversion, engagement. High-Level Executives: revenues, reputation, satisfaction, intelligence.Tuesday, January 25, 2011

Listening { PEARSON EDUCATIONTuesday, January 25, 2011

CRM { NETWORK SOLUTIONSTuesday, January 25, 2011

Brand Awareness { YATSTuesday, January 25, 2011

Consumer Insights { QDOBATuesday, January 25, 2011

Contests { DELIVRATuesday, January 25, 2011

Case for social DUNCAN ALNEY President Firebelly Marketing @ﬁrebelly ﬁrebellymarketing.comTuesday, January 25, 2011

Using content & conversation to build community

by Firebelly Marketing

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Using content & conversation to build community Presentation Transcript