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Building Community 101
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Building Community 101



This is the presentation I gave at Podcamp Hawaii. The audience was mostly small business owners who are not currently using the Social Media tools.

This is the presentation I gave at Podcamp Hawaii. The audience was mostly small business owners who are not currently using the Social Media tools.



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    Building Community 101 Building Community 101 Presentation Transcript

    • Building Community 101 Your Customers Are Talking, Are You Listening…and Participating? By Kristie Wells President and Founder Social Media Club
    • Did you know?
    • People are talking about your brand. RIGHT NOW.
    • 78% of people trust recommendations given by friends and their extended networks Neilsen Trust in Advertising Report October 2007
    • 20% influence purchasing behavior of 80%
    • Love on that 20%
      • 34% of people post
      • opinions about products
      • and brands on their blog
    • There are a lot of blogs out there Universal McCann (March 2008) 184 million WW have started a blog | 26.4 US 346 million WW read blogs | 60.3 US 77% of active Internet users read blogs Source: Technorati’s State of The Blogosphere http://www.technorati.com/blogging/state-of-the-blogosphere/
    • In addition to blogs, there are also social networks, photo sharing sites, video portals, user forums, chat rooms, etc.
    • Lots of places to talk about you
      • Immerse
      • yourself in
      • conversations:
    • Track and Measure Analytics: Google Measurement Reach: Technorati, Google Blog Search MicroBlogging: Twitter, Pownce, Jaiku Social Networks: Facebook, MySpace, LinkedIn Social Bookmarks: Delicious Content Sharing: Flickr, YouTube
    • Participate.
    • Relinquish control.
    • Why?
    • Because you never really had control in the first place.
    • Let go.
    • It will be ok…
    • … mostly.
    • Participate. Said it twice as I really mean it.
    • Educate.
    • Communicate.
    • Appreciate.
    • Never, ever
    • ever
    • lie
    • Your community will find out. Trust me.
    • Be Open.
    • Be Honest.
    • Be Human.
    • Be Aware.
    • Be Respectful.
    • Be a Participant.
    • Be Courageous.
    • Manage your individual and your company reputation.
    • They BOTH matter.
    • Let’s talk about Frank.
    • Frank is saving Comcast’s bacon. Every. Single. Day.
    • Frank is participating; answering questions and providing information to Comcast’s customers
    • Remember your community will only be as good as the amount of effort you put into it.
    • You don’t have to respond to every single item
    • Unless there are only a few people talking about you
    • Find brand champions
    • ‘ They’ are living among you
    • Not as creepy as aliens
    • or as gooey
    • but they are out there
    • They can be your customers, partners, vendors
    • Ask your customer support department
    • They’ll give you a list of vocal customers (hopefully)
    • Vocal customer does not (usually) = PITA
    • Vocal customer (usually) = someone passionate about making your product/service better
    • (Sometimes though) vocal customer (does) = PITA
    • Learn to tell the difference
    • Then give those wanting to help you what they need to really love you
    • Information
    • Average person has: 10-15 Personal/Close Contacts 150 Social Network Contacts 500+ ‘Friendz’
    • Empower your brand champions to tell all their ‘friendz’ about you
    • Give them interesting content
    • And give them great customer support
    • Most importantly
    • Have fun
    • If you are not having fun
    • change careers
    • I’m not kidding.
    • Ok, enough of this lecture.
    • Time for the meat.
    • Where do you start?
    • Look within your company.
    • What are the skill sets of your employees?
    • Got some good writers?
    • Blog
    • Good storytellers?
    • Podcast
    • Work with some hotties?
    • Video baby
    • Just kidding
    • You need to ask yourself…
    • What is the target demographic you wish to reach?
    • then
    • Yeah, I know…
    • I hate that part too.
    • You need to know where they ‘live’ online
    • You need to know where to go to PARTICIPATE in the conversations they are having about you.
    • There is that word again.
    • And maybe create your own space that helps to bring it all together
    • For example: Forums, Blog, Facebook Group
    • Differs for every company
    • The most important thing to remember is…
    • communities are not built overnight
    • Ok, time to be helpful.
    • Hopefully.
    • Step One.
    • Set up Google Alerts
    • Company Name
    • Key Management
    • Product Name
    • Top 2-3 Competitors Too
    • Find out what people are writing about them.
    • Step Two.
    • You must be able to answer this question…
    • Who are my customers?
    • Step Three.
    • Where do they ‘live’ online?
    • Use Google and Technorati to find key influencers
    • Step Four.
    • Start by participating on THEIR blogs, groups, etc.
    • ADD value to the conversation
    • Spammy comments = bad
    • If they are talking about the navigation system in their new car…
    • DO NOT leave a comment about your new medical device
    • VERY BAD
    • Step Five.
    • Build out your own ‘portal’
    • Blog Podcast Video Facebook MySpace Whatever.
    • Find someone who can mentor you.
    • Until you feel comfortable doing it on your own.
    • Producing your own content = great way to show yourself as an industry expert
    • Well, as long as you know what you are talking about
    • Also – does wonders for SEO
    • I love Twitter
    • Twellow is a search engine targeting Twitter (TSO is new SEO)
    • I also use Facebook
    • Kristie = Flickr lover
    • Get Satisfaction
    • great customer support portal
    • and the list goes on…
    • The most important question to ask is:
    • What SocNets do I need to participate in to adequately ‘touch’ my clients/users?
    • Every company has different needs
    • It can get overwhelming
    • There will be a lot of trial and error.
    • This is where the ‘you need to love what you do’ comes in.
    • and you need patience
    • so does your boss
    • Communication is key
    • Internally
    • AND
    • Externally
    • Start with 1-2 SocNets
    • YOU need to dedicate time each day
    • Have one person ‘own’ the master communications plan
    • Empower key folks inside AND outside the company to respond
    • Remember:
    • Customer Service = Marketing
    • Questions?
    • Kristie Wells Connector. Communicator. Community Advocate. Contact me: Mobile: 415.692.1002 Email: kristiewells@gmail.com Blog: http://kristiewells.com Twitter: http://www.twitter.com/kristiewells LinkedIn: http://www.linkedin.com/in/kristiewells Flickr: http://flickr.com/photos/kristiewells/ Facebook: http://www.facebook.com/people/Kristie_Wells/503159667