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Whatever happened to building community
- 1. Whatever Happened to Building Community? Or, How We Started Buying Friends and Not Influencing People Rosemary O’Neill - @rhogroupee
- 10. “There’s no there there.” Gertrude Stein, and your website visitors
- 16. And buy me some influencers while you’re at it!
- 17. What did we forget? It’s not about the technology. It’s about value and context. And people. Humans. Not targets, prospects, leads, or eyeballs.
- 19. Social media and community can coexist
- 20. Branded website plus social “embassies”
- 21. A branded community is a community with a specific business objective led by an executive sponsor, where a company creates a space for people with a common sense of identity to participate in ongoing, shared experiences. (CMX)
- 23. Rosemary’s Three Laws of Authentic Community Don’t follow the marketing herd (context). Be real/use a human voice. Provide value.
- 24. You’ll know it’s working when they start talking to each other and not just you. Good for Them ● Help with a product, questions answered ● Emotional support ● Recognition ● Show leadership ● Goodies, coupons ● Contribute to product development ● Relationships ● Altruism, help others ● Improved product ● Invested customers, affinity ● Increased sales ● Market research ● Support deflection ● Brand awareness ● SEO ● User-generated content ● Human conversational voice leads to good reputation Good for Us Real Community
- 27. Use cases for online community, with real examples ideation customer support market research brand awareness employee advocacy internal communication donor recruitment/facilitation community of practice peer support & advice influencer & advocacy programs author and content creator communities (workshop & event continuation) education & training sales via reputation management - trust building
- 30. “...recent report from Millward Brown that found that Lithium customer communities drive almost 12 times more revenue than other social channels including Facebook, Twitter, Pinterest, YouTube and Google+ combined.” Most engaged community members confirmed as the biggest spenders on PlayStation Store.
- 31. “Sony’s PlayStation gaming division is ranked the No. 3 “most intimate brand’ among millennials, according to marketing firm MBLM. It ranks behind only Amazon and Apple. If you’re wondering what the hell “intimacy” means in this situation, MBLM defines it as a tight relationship between a person and a brand that can help a business grow. ...The worldwide gaming market is worth around $100 billion, and Sony has proved that establishing a rapport with consumers can help a company capture a big piece of that.” VentureBeat
- 33. "We have found one of the huge benefits of a brand community is that it serves a wide range of business units in one central place, from CRM to insights, PR, innovation, digital, word-of-mouth, cause marketing, and shopper."
- 36. When you get back to the office... Take out your business goals & marketing plan Review social customer touchpoints Where can community provide a business benefit, & value to members? Find champions internally & externally Prepare a community strategy (be sure to build in metrics for success) Remember you’re not alone (resources)
Editor's Notes
- I know what you’re saying Rosemary, but we have a community. We have a Twitter account, a corporate blog, and 3,000 FB followers. But community is NOT about technology. To understand the current state of community, we need to take a very brief detour back to ye olden days.
- We went from campfires to Roman forum to town square to pubs to salons straight to the BBS. This was the state of affairs in the late 1990’s, early 2000s.
- Everyone was happy.
- And somewhere along the way, we started talking about stuff we like. Computers, cars, My Little Pony...as well as...
- The Bat signal went out
- And then along came the marketers
- You can guess what happened next.
- Next we discovered the joy of social networking.
- Marketers then decided that social networks were this. You could pump out any type of content and it would magically, organically reach everyone. For free. Then on May, 18, 2012, FB went public.
- Two years later, we were looking at the Reachpocalypse, Facebook Zero, Filtered Feed Problem….or just reality?
- We were already dealing with 2011 commencement of Panda, and then the hits for marketers just kept coming. In April 2012, Google Penguin took away another free ride for marketers, backlink schemes.
- So the marketers went back to what we do best. Spend money.
- Get me a branded community, STAT
- The new world of Pay-to-Play
- And the consumer is definitely savvy to what’s going on.
- This is the actual site of my house. Tell story… To me, this is a great way to think about social communities...it’s great that they’re gathering and buzzing about you out there, but it’s better if you can give them the right environment to make honey.
- It has an “insider name,” branding so that you can see whether you fit in, and an invitation on the front page. Notice “request invite”?
- according to Marketing firm MBLM, when Millennials think of their “most intimate brand” Sony’s PlayStation gaming division ranks third. And, that third place spot falls ONLY behind two behemoths—Amazon and Apple. REPUTATION. Mention conversational human voice leading to reputation data….
- IDEATION COMMUNITY
- Key point - it’s not all about fabric softener!
- Personal support, donations