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.

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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Transcript

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