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 u...
TRUSTTuesday, January 25, 2011
THE   OPPORTUNITYTuesday, January 25, 2011
THE                            OPPORTUNITY                            Use content and conversation to                     ...
THE                            COMMUNITY                            APPROACHTuesday, January 25, 2011
THE                            COMMUNITY                            APPROACH                            Enrich, grow, mone...
ONLINE                            COMMUNITY                              BENEFITSTuesday, January 25, 2011
ONLINE                            COMMUNITY                            BENEFITS                            Real-time, coll...
RELEVANTSOCIAL BRANDTuesday, January 25, 2011
RELEVANT                            SOCIAL BRAND                            Part of the conversation. Fresh and hip.      ...
TIP:                            KNOW YOUR                            AUDIENCE                            AND STORYTuesday,...
Tuesday, January 25, 2011
CONTENT     STRATEGYTuesday, January 25, 2011
CONTENT                            STRATEGY                            Must add value. Build in calls to action           ...
CONTENT  IMPLEMENTATIONTuesday, January 25, 2011
CONTENT                            IMPLEMENTATION                            Be consistent. Apply social brand            ...
RELEVANCE                            IS KEYTuesday, January 25, 2011
RELEVANCE                            IS KEY                            Understand the hot buttons, timing                 ...
CONVERSATION   STRATEGYTuesday, January 25, 2011
CONVERSATION                            STRATEGY                            Must be relevant and inclusive. The big       ...
CONVERSATIONTuesday, January 25, 2011                            IMPLEMENTATION
CONVERSATION                            IMPLEMENTATION                            Must be maintained. Probing questions to...
COMMUNITY   STRATEGYTuesday, January 25, 2011
COMMUNITY                            STRATEGY                            Must meet expectations we set. The               ...
COMMUNITYMANAGEMENTTuesday, January 25, 2011
COMMUNITY                            MANAGEMENT                            Grow affinity by adding value. It takes         ...
HOW DO WE   MEASURE?Tuesday, January 25, 2011
HOW DO WE                            MEASURE?                            Marketing Team: web traffic, lead                 ...
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
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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.

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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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Transcript of "Using content & conversation to build community"

  1. 1. Duncan Alney | Firebelly USING CONTENT & CONVERSATION TO BUILD COMMUNITYTuesday, January 25, 2011
  2. 2. Case for social DUNCAN ALNEY President Firebelly Marketing @firebelly firebellymarketing.comTuesday, January 25, 2011
  3. 3. Tuesday, January 25, 2011
  4. 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. 5. TRUSTTuesday, January 25, 2011
  6. 6. THE OPPORTUNITYTuesday, January 25, 2011
  7. 7. THE OPPORTUNITY Use content and conversation to build a value and trust-based community.Tuesday, January 25, 2011
  8. 8. THE COMMUNITY APPROACHTuesday, January 25, 2011
  9. 9. THE COMMUNITY APPROACH Enrich, grow, monetize and protect.Tuesday, January 25, 2011
  10. 10. ONLINE COMMUNITY BENEFITSTuesday, January 25, 2011
  11. 11. ONLINE COMMUNITY BENEFITS Real-time, collaboration, crowd source, build engagement and manage reputation.Tuesday, January 25, 2011
  12. 12. RELEVANTSOCIAL BRANDTuesday, January 25, 2011
  13. 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. 14. TIP: KNOW YOUR AUDIENCE AND STORYTuesday, January 25, 2011
  15. 15. Tuesday, January 25, 2011
  16. 16. CONTENT STRATEGYTuesday, January 25, 2011
  17. 17. CONTENT STRATEGY Must add value. Build in calls to action for conversation.Tuesday, January 25, 2011
  18. 18. CONTENT IMPLEMENTATIONTuesday, January 25, 2011
  19. 19. CONTENT IMPLEMENTATION Be consistent. Apply social brand personality guidelines.Tuesday, January 25, 2011
  20. 20. RELEVANCE IS KEYTuesday, January 25, 2011
  21. 21. RELEVANCE IS KEY Understand the hot buttons, timing and culture.Tuesday, January 25, 2011
  22. 22. CONVERSATION STRATEGYTuesday, January 25, 2011
  23. 23. CONVERSATION STRATEGY Must be relevant and inclusive. The big opportunity.Tuesday, January 25, 2011
  24. 24. CONVERSATIONTuesday, January 25, 2011 IMPLEMENTATION
  25. 25. CONVERSATION IMPLEMENTATION Must be maintained. Probing questions to elicit responses. Ask for different perspectives. Offer incentives.Tuesday, January 25, 2011
  26. 26. COMMUNITY STRATEGYTuesday, January 25, 2011
  27. 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. 28. COMMUNITYMANAGEMENTTuesday, January 25, 2011
  29. 29. COMMUNITY MANAGEMENT Grow affinity by adding value. It takes time and hard work. Trust will monetize.Tuesday, January 25, 2011
  30. 30. HOW DO WE MEASURE?Tuesday, January 25, 2011
  31. 31. HOW DO WE MEASURE? Marketing Team: web traffic, lead conversion, engagement. High-Level Executives: revenues, reputation, satisfaction, intelligence.Tuesday, January 25, 2011
  32. 32. Tuesday, January 25, 2011
  33. 33. Listening { PEARSON EDUCATIONTuesday, January 25, 2011
  34. 34. CRM { NETWORK SOLUTIONSTuesday, January 25, 2011
  35. 35. Brand Awareness { YATSTuesday, January 25, 2011
  36. 36. Consumer Insights { QDOBATuesday, January 25, 2011
  37. 37. Contests { DELIVRATuesday, January 25, 2011
  38. 38. Case for social DUNCAN ALNEY President Firebelly Marketing @firebelly firebellymarketing.comTuesday, January 25, 2011

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