Social Media Engagement: Communities versus Crowds

Social Media Engagement Communities vs. Crowds isearchm.com @ISMSearchSocial

The benefits of a community

Emotional Connections and Loyalty 6% increase in basket size* 13% increase in dwell time* Viral Spread Regularly testing content quality Extending content reach beyond the initial target group Feedback and Research Focus groups you can ask to improve products Listening and giving back what the community needs *Average across ISM retail clients

Crisis PR Your platform to help rescue a crisis Your ambassadors coming to your rescue on social Social CRM A source of real time data to enhance your customer communication Manage your social data during the marketing and sales cycle Gross Ratings Points Measure your social media exposure and reach agnostically Allows more integrated online campaigns to improve community experience

But brands are still just broadcasting

Broadcasting builds crowds, not communities

...until you start listening to what they are saying

64% of brands have crowds* More complaints, less positive comments 16% have engagement less than 0.05% 12% contain overt sexual references 8% contain racists comments *ISM researched 25 leading international brands across 4 sectors

“ Facebook is about your real friends and Twitter is about who you would like to be friends with”
David Shing, AOL Digital Prophet, Dublin Web Summit Oct. 2011
Choose your social platforms wisely and play by the rules of its members
Increasing your social noise is now becoming counterproductive
The next big trend is defriending and unfollowing
Beware the future

Crowds eventually disperse

Nurturing and building a community: 1. Structure 2. Purpose 3. Knowledge 4. Conversation

Protect the community
Community guidelines should be on display and enforced
Guidelines to empower the brand and audience, not to restrict
Encourage opinion and debate, not personal attacks or defamation
Improve the quality of your social strategy by adopting the “Broken Windows” methodology*
*Broken Windows by James Q. Wilson and George Kelling

A community is like a club, you join for a reason

The perfect community manager is part scientist and part conversationalist

Brands need to optimise for social signals with trusted SEO mechanisms
When to post, where to insert the link, keyword research
Monitoring, insights, analytics
Gaming Social EdgeRank in the same way as SEO PageRank
Sweating the most out of your social objects
Continually testing content quality

Community Mapping for a brand affiliated with mountain biking identifies who their existing influencers are and helps build a prospect pool of new influencers to approach

Know your onions (and the law)
CPR, IP and Defamation should not put you off
Brands should use legal guidelines to empower social excellence

6% Interaction* 3.5% Engagement*
A successful community is…
Audiences that are giving and getting involved
Independent audiences that don’t just react to brand messages but start spontaneous conversations about the brand
*Talking about/interaction as a percentage of total community size/audiences that have seen content

Crowds disperse and they might smash some of your windows on the way out... But communities stay and are loyal ambassadors, sharing your brand messages, offer focus groups, social CRM and rescue you in times of crisis.

Social Media Engagement: Communities versus Crowds

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Social Media Engagement: Communities versus Crowds Presentation Transcript

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