Connecting to your online community
and building a tribe!
“Tribe management is a whole different
way of looking at the world.
It starts with permission, the
understanding that the real asset most
organizations can build isn't an
amorphous brand but is in fact the
privilege of delivering anticipated,
personal and relevant messages to
people who want to get them.
It adds to that the fact that what people
really want is the ability to connect to
each other, not to companies. So the
permission is used to build a tribe, to
build people who want to hear from the
company because it helps them
connect, it helps them find each other, it
gives them a story to tell and something
to talk about. “
Social Media Portals
•Afree social networking and
•Ranked the fastest growing
site in the Members
(Nielsen.com, Feb 2009).
•Averageuser spends 8.9
min/day on the site.
•169, 785 sites linking in.
•Roughly 11.5 million
registered accounts in May
Monthly growth of 1358%
Posted April 9th, 2009
Posted on April 9th
Twitter International Demographics
1. Grow an audience!
2. Comment on other blogs,
sites, twitter profiles.
3. Choose a few bloggers in
your niche and put forth
the effort to get to know
4. Build friends you can link
to and comment on their
sites- it goes both ways.
5. Follow people like MAD!
One word: reciprocity.
6. Put your personality into
and provide value.
7. Remember that success is
really about what you give
(621, 014 followers)
“Official Tweet” feature- she uses this
proceeding any promotional or brand
specific announcement- give- aways,
new songs, where she sits on the top
lists, features, twitter interview…
Ex: The first 20 people to send their
contact info to us will win a ticket for
the 6/11 show. Go here
Personal Tweets- people who inspire
her, concerts/ performances she has
attended, where she is travelling,
promoting fellow artists and friends,
thanking fans for turnouts, talks
about television shows, well wishes
to everyone!, what she does with her
family- hanging out
Ex: “puppy's home and the family is
reunited.... happy weekend to all. :)”
Twitter shout-outs to fans!
(5, 698 followers)
Spread news quickly, get scoops on sales,
see who’s wearing DVF, stay up with new
inspirations and obsessions
Uses Diane as a signature when it is Diane
herself contributing to the site (?)
Ex: “Had a Bloomberg day !! This morning
we cut the ribbon and opened the
Highline...now at an event Women for
Bloomberg ! Diane”
More of a blow by blow of what goes on
during events and sample sales and such
Diane comments on what she is wearing
from the line and sets link for purchase on
Ex: “Wearing the Arista Tank in Black - a
DVF May Must http://tinyurl.com/o63uho”
Links to press features
Blog Posts! Links
Ex:” what we’re reading: Womenonics
“Vote for DVF for the look of the day on
Reminders of new stores and to visit them!
Ex: “tweet if you’re wearing a DVF Sample
(4, 195 followers)
Some personal tweets
Ex: “At lunch now,
encouraging people to give
up meat every monday…”
Ex: “Support Meat Free
Monday launching today!
Celeb sightings with pic links
Anne Hathaway in Stella
McCartney Winter 2009 at
the Future of Film Making
Event, 14 May 2009 NYC.”
Loads of thanks to press
StellaMcCartney Links to Stella’s World
Ex: “Please check out
http://bit.ly/43eQf Let Us
know what you think!”
(752, 456 followers)
Personal greeting on the side
Plus consumer information-
C/S, PR contact, marketing,
job inquires, inside zappos-
Personal thoughts worked in
with quotes, daily ongoings,
Zappos live chat
Tweetup- this is when
“tweeps” have met up in the
real world for social
Ex: “If you're in NYC or
attending #140conf -
@Zappos tweetup 5-8 PM
tonight (Monday) at Hudson
Hotel (356 W 58th). Who's
zappos coming? ”
Bio: I’m your well-placed
fashion source bringing
you behind the scenes
scoop from inside DKNY
and from my life as a PR
girl living in NY.
A person from within who
tweets about the brand
and a life in fashion- a
good way to give insight
and promote the brand
without exposing the
An idea for adding more
TB signature versus TBC sign
Insert links to things listed
Ex: “Announcing the launch
of the Tory Burch Foundation
today in LA with Mayor
Ex: “Stopping by my favorite
vintage store, The Way We
Wore, while I am in LA. –TB”
Travel updates! Makes it
more interesting and fans
want to know.
Ex: “On my way to LA. –TB”
Links to clothing she is
Comments about what
Links to her favorite blogs,
fashion websites, artists, etc.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.