Building Community 101

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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

  1. 1. Building Community 101 Your Customers Are Talking, Are You Listening…and Participating? By Kristie Wells President and Founder Social Media Club
  2. 2. Did you know?
  3. 3. People are talking about your brand. RIGHT NOW.
  4. 4. 78% of people trust recommendations given by friends and their extended networks Neilsen Trust in Advertising Report October 2007
  5. 5. 20% influence purchasing behavior of 80%
  6. 6. Love on that 20%
  7. 7. <ul><li>34% of people post </li></ul><ul><li>opinions about products </li></ul><ul><li>and brands on their blog </li></ul>
  8. 8. 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/
  9. 9. In addition to blogs, there are also social networks, photo sharing sites, video portals, user forums, chat rooms, etc.
  10. 10. Lots of places to talk about you
  11. 11. <ul><li>Immerse </li></ul><ul><li>yourself in </li></ul><ul><li>conversations: </li></ul>
  12. 12. 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
  13. 13. Participate.
  14. 14. Relinquish control.
  15. 15. Why?
  16. 16. Because you never really had control in the first place.
  17. 17. Let go.
  18. 18. It will be ok…
  19. 19. … mostly.
  20. 20. Participate. Said it twice as I really mean it.
  21. 21. Educate.
  22. 22. Communicate.
  23. 23. Appreciate.
  24. 24. Never, ever
  25. 25. ever
  26. 26. lie
  27. 27. Your community will find out. Trust me.
  28. 28. Be Open.
  29. 29. Be Honest.
  30. 30. Be Human.
  31. 31. Be Aware.
  32. 32. Be Respectful.
  33. 33. Be a Participant.
  34. 34. Be Courageous.
  35. 35. Manage your individual and your company reputation.
  36. 36. They BOTH matter.
  37. 37. Let’s talk about Frank.
  38. 38. Frank is saving Comcast’s bacon. Every. Single. Day.
  39. 39. Frank is participating; answering questions and providing information to Comcast’s customers
  40. 40. Remember your community will only be as good as the amount of effort you put into it.
  41. 41. You don’t have to respond to every single item
  42. 42. Unless there are only a few people talking about you
  43. 43. Find brand champions
  44. 44. ‘ They’ are living among you
  45. 45. Not as creepy as aliens
  46. 46. or as gooey
  47. 47. but they are out there
  48. 48. They can be your customers, partners, vendors
  49. 49. Ask your customer support department
  50. 50. They’ll give you a list of vocal customers (hopefully)
  51. 51. Vocal customer does not (usually) = PITA
  52. 52. Vocal customer (usually) = someone passionate about making your product/service better
  53. 53. (Sometimes though) vocal customer (does) = PITA
  54. 54. Learn to tell the difference
  55. 55. Then give those wanting to help you what they need to really love you
  56. 56. Information
  57. 57. Average person has: 10-15 Personal/Close Contacts 150 Social Network Contacts 500+ ‘Friendz’
  58. 58. Empower your brand champions to tell all their ‘friendz’ about you
  59. 59. Give them interesting content
  60. 60. And give them great customer support
  61. 61. Most importantly
  62. 62. Have fun
  63. 63. If you are not having fun
  64. 64. change careers
  65. 65. I’m not kidding.
  66. 66. Ok, enough of this lecture.
  67. 67. Time for the meat.
  68. 68. Where do you start?
  69. 69. Look within your company.
  70. 70. What are the skill sets of your employees?
  71. 71. Got some good writers?
  72. 72. Blog
  73. 73. Good storytellers?
  74. 74. Podcast
  75. 75. Work with some hotties?
  76. 76. Video baby
  77. 77. Just kidding
  78. 78. You need to ask yourself…
  79. 79. What is the target demographic you wish to reach?
  80. 80. then
  81. 81. RESEARCH
  82. 82. Yeah, I know…
  83. 83. I hate that part too.
  84. 84. You need to know where they ‘live’ online
  85. 85. You need to know where to go to PARTICIPATE in the conversations they are having about you.
  86. 86. There is that word again.
  87. 87. And maybe create your own space that helps to bring it all together
  88. 88. For example: Forums, Blog, Facebook Group
  89. 89. Differs for every company
  90. 90. The most important thing to remember is…
  91. 91. communities are not built overnight
  92. 92. Ok, time to be helpful.
  93. 93. Hopefully.
  94. 94. Step One.
  95. 95. Set up Google Alerts
  96. 96. Company Name
  97. 97. Key Management
  98. 98. Product Name
  99. 99. Top 2-3 Competitors Too
  100. 100. Find out what people are writing about them.
  101. 101.
  102. 102. Step Two.
  103. 103. You must be able to answer this question…
  104. 104. Who are my customers?
  105. 105. Step Three.
  106. 106. Where do they ‘live’ online?
  107. 107. RESEARCH
  108. 108. Use Google and Technorati to find key influencers
  109. 109. Step Four.
  110. 110. Start by participating on THEIR blogs, groups, etc.
  111. 111. ADD value to the conversation
  112. 112. DO NOT SPAM
  113. 113. Spammy comments = bad
  114. 114. If they are talking about the navigation system in their new car…
  115. 115. DO NOT leave a comment about your new medical device
  116. 116. VERY BAD
  117. 117. Step Five.
  118. 118. Build out your own ‘portal’
  119. 119. Blog Podcast Video Facebook MySpace Whatever.
  120. 120. Find someone who can mentor you.
  121. 121. Until you feel comfortable doing it on your own.
  122. 122. Producing your own content = great way to show yourself as an industry expert
  123. 123. Well, as long as you know what you are talking about
  124. 124. Also – does wonders for SEO
  125. 125. I love Twitter
  126. 126. Twellow is a search engine targeting Twitter (TSO is new SEO)
  127. 127. I also use Facebook
  128. 128. Kristie = Flickr lover
  129. 129. Get Satisfaction
  130. 130. great customer support portal
  131. 131. and the list goes on…
  132. 132. The most important question to ask is:
  133. 133. What SocNets do I need to participate in to adequately ‘touch’ my clients/users?
  134. 134. Every company has different needs
  135. 135. It can get overwhelming
  136. 136. There will be a lot of trial and error.
  137. 137. This is where the ‘you need to love what you do’ comes in.
  138. 138. and you need patience
  139. 139. so does your boss
  140. 140. Communication is key
  141. 141. Internally
  142. 142. AND
  143. 143. Externally
  144. 144. Start with 1-2 SocNets
  145. 145. YOU need to dedicate time each day
  146. 146. Have one person ‘own’ the master communications plan
  147. 147. Empower key folks inside AND outside the company to respond
  148. 148. Remember:
  149. 149. Customer Service = Marketing
  150. 150. Questions?
  151. 151. 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

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