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Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
Community Building via Social Media and Google+
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Community Building via Social Media and Google+

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In this presentation given at the Social Media Conference 1/18/13, I evaluate real-world examples of effective community building tactics using social media, as well as took a look at the …

In this presentation given at the Social Media Conference 1/18/13, I evaluate real-world examples of effective community building tactics using social media, as well as took a look at the Ehrenberg-Bass Institute study that highlights how poorly top brands seem to be doing at engaging with fans on Facebook (a reported 1.4% - egads!). Other highlights include current stat’s on Google+’s rapidly increasing user base and engagement metrics, as well as a look at how Google+ positively impacts search results and SERP click-thru’s (an aspect of Google+ which really can’t be ignored). To wrap everything up, I offered my two cents (inspired by Brad Feld) about Google’s long-term play with Google+ and its enormous suite of other products.

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  • 1. BUILDING  A    COMMUNITY   With Social Media And Google+!   Presented by Max Thomas | January 18, 2013 www.ThunderSEO.com Follow @ThunderMax
  • 2. FIRST  OFF    –    Who  am  I?     Max ThomasPresident / Founder @thundermax Gplus.to/maxthomas Bit.ly/thundermax thunderseo.com/blog www.ThunderSEO.com Follow @ThunderMax
  • 3. Mom  &  Dad  –  Newspaper  Publishers   www.ThunderSEO.com Follow @ThunderMax
  • 4. SMALL  TOWN  NEWSPAPER   www.ThunderSEO.com Follow @ThunderMax
  • 5. How  small  –  is  small?   18,270   Popula:onwww.ThunderSEO.com Follow @ThunderMax
  • 6. Gay  Wedding  Announcement    Dec.  29,  ‘12   www.ThunderSEO.com Follow @ThunderMax
  • 7. ReacGon?  www.ThunderSEO.com Follow @ThunderMax
  • 8. Modern  Day  Wisdom  “When a politician slept with someone it used to take a week or more to blow over. Now with social media it takes less than a day…” Lovan Thomas, Publisher, The Natchitoches Times www.ThunderSEO.com Follow @ThunderMax
  • 9. BeJer  Make  That  2  Days…   www.ThunderSEO.com Follow @ThunderMax
  • 10. HOW  DO  BRANDS  COMPETE?   www.ThunderSEO.com Follow @ThunderMax
  • 11. What  is  –  Social  Media  Success?  ENGAGEMENT www.ThunderSEO.com Follow @ThunderMax
  • 12. Are  brands  succeeding  –  With  Facebook?   Director of Marketing for a multi-billion revenue national brand www.ThunderSEO.com Follow @ThunderMax
  • 13. Facebook  Engagement  –  Where’s  the  beef?   Ehrenberg-Bass Institute Study referenced in AdAge Digital, November 15, 2012 www.ThunderSEO.com Follow @ThunderMax
  • 14. Top  200  Brand  Pages  –  1.4%  Engagement   AdAge Digital, November 15, 2012 www.ThunderSEO.com Follow @ThunderMax
  • 15. What  is  going  on?  a)  Email: 1.73% conversion rateb)  Direct Mail: 1.83% - 3.42%c)  Telemarketing: 6.16%d)  Paid Search: 3.81% DMA’s Response Rate Report Trend Report, 2010 www.ThunderSEO.com Follow @ThunderMax
  • 16. 1.4%  IS  EMBARRASSING   www.ThunderSEO.com Follow @ThunderMax
  • 17. What’s  missing?  www.ThunderSEO.com Follow @ThunderMax
  • 18. What’s  missing?  “I simply don’t interact with brands throughsocial media. I interact with people. Not oneof those top 10 passion brands doesanything for me. […] They aren’t my idols orfriends. Their ‘news feeds’ aren’t aboutissues that I care about.” Vincent Ammirato quoted in “Fixing The Engagement Gap.”, Olivier Blanchard www.ThunderSEO.com Follow @ThunderMax
  • 19. Methodology  –  PTAT  /  Fans   AdAge Digital, November 15, 2012 www.ThunderSEO.com Follow @ThunderMax
  • 20. Higher  Engagement  Rates  –  It’s  possible   Thunder SEO social media campaigns for local residential apartment communities Average   Sweepstakes   MetroPointe   12.68%   12.68%   RhodeIslandRow   4.1%   5.7%   Gaslight   11%   44.89%   Halstead   7.97%   12.9%   PaleTe   9.7%   23.66%   www.ThunderSEO.com Follow @ThunderMax
  • 21. Ad  Hoc  Facebook  Survey  –  Inspira:on   Request  for     help  yields  boom   in  comments     and  shares www.ThunderSEO.com Follow @ThunderMax
  • 22. Ad  Hoc  Facebook  Survey  –  Real  fan  feedback   www.ThunderSEO.com Follow @ThunderMax
  • 23. Ad  Hoc  Facebook  Survey  –  Real  fan  feedback   www.ThunderSEO.com Follow @ThunderMax
  • 24. Post  daily  www.ThunderSEO.com Follow @ThunderMax
  • 25. Fun  content  that  gets  unrequested  comments   www.ThunderSEO.com 2 Follow @ThunderMax
  • 26.        Mul:ple  user                    comments  with            no  moderator            involvementwww.ThunderSEO.com Follow @ThunderMax
  • 27. 3Encourage  user  posts,  lateral  comments  &  conversaGons   www.ThunderSEO.com Follow @ThunderMax
  • 28.      Post  from  user  on  Taco  Bell          wall  encourages  conversa:on              among  fans. www.ThunderSEO.com Follow @ThunderMax
  • 29. 4Highly  responsive  to  posts  from  customers   www.ThunderSEO.com Follow @ThunderMax
  • 30.      Chobani  responds  right          away  to  post  from          concerned  customer www.ThunderSEO.com Follow @ThunderMax
  • 31. 5 Post  content   from  other   sources       (non  promoGonal)www.ThunderSEO.com   Follow @ThunderMax
  • 32.      Brussels  Airlines  posted          link  to  Wanderwall  travel          blog.  There’s  no  reference          to  Brussels  Airlines.www.ThunderSEO.com Follow @ThunderMax
  • 33. www.ThunderSEO.com Follow @ThunderMax
  • 34. Fan  /  Follower  Specific  PromoGons   www.ThunderSEO.com Follow @ThunderMax
  • 35.        Sephora  features            FanFridays  specials            available  only  through            social  media.            This  rewards  fans            and  followers.www.ThunderSEO.com Follow @ThunderMax
  • 36. Celebrate  fans,  followers  &  customers   www.ThunderSEO.com 7 Follow @ThunderMax
  • 37.      Southwest  never  misses  the          chance  to  make  their          customers  feel  the  LUV.www.ThunderSEO.com Follow @ThunderMax
  • 38. 8 Go  above  &   beyond  customer   expectaGons     –  Be  super  human  www.ThunderSEO.com Follow @ThunderMax
  • 39. www.ThunderSEO.com Follow @ThunderMax
  • 40. www.ThunderSEO.com Follow @ThunderMax
  • 41. Be  Careful!  Avoid  common    failures   www.ThunderSEO.com Follow @ThunderMax
  • 42. Be  Careful  –  Avoiding  posts      Taco  Bell  responds  to            posi:ve  post  but  not        challenging  post.  Looks        like  Taco  Bell  is  ignoring        fans  &  customers.  This        can  backfire. www.ThunderSEO.com Follow @ThunderMax
  • 43. Be  Careful  –  Ac:vity  stops          Oliver  Sweeney  shoe            company  has  ac:ve  updates            then  stops  on  September            3rd.  In  some  ways  it  looks                worse  than  having  even  a            limited  presence. www.ThunderSEO.com Follow @ThunderMax
  • 44. Be  Careful  –  Promo:onal  &  boring  content          Content  is  primarily  about  company            travels  or  events.  Doesn’t  provide            value  to  the  community  at  large.            Not  very  shareable  content.  Also,            no  face  for  the  company. www.ThunderSEO.com Follow @ThunderMax
  • 45. Building  Community  On  Google+   www.ThunderSEO.com Follow @ThunderMax
  • 46. Google+  a)  What’s happening nowb)  Search impactc)  Long term play www.ThunderSEO.com Follow @ThunderMax
  • 47. Google “is trying to build their own littleversion of Facebook.” Mark Zuckerberg, PCWorld www.ThunderSEO.com Follow @ThunderMax
  • 48. Google+  Surpasses  Linkedin,  Instagram  &  Tumblr   www.ThunderSEO.com Follow @ThunderMax
  • 49. Google+  Keeps  Growing  –  135  M  ac:ve  users   Danny Sullivan: Marketingland.com/google-hits-135-million-users-27904 www.ThunderSEO.com Follow @ThunderMax
  • 50. Google+  At  a  glance  www.ThunderSEO.com Follow @ThunderMax
  • 51. Google+  At  a  glance  www.ThunderSEO.com Follow @ThunderMax
  • 52. Google+  At  a  glance  www.ThunderSEO.com Follow @ThunderMax
  • 53. Timberwolves  –  They  get  Google+   www.ThunderSEO.com Follow @ThunderMax
  • 54. Bob  Stanke  Explains  –  Dir.  Interac:ve  Services  “Circles Are A Perfect Match For a Membership Model” •  Growing trend in sports business industry is membership model. •  Annual packages determine the experience. •  As individuals add us to their circles, we segment them into the proper circles, updating their CRM record. •  We tailor Google+ content based on membership level. www.ThunderSEO.com Follow @ThunderMax
  • 55. Google+  At  a  glance  www.ThunderSEO.com Follow @ThunderMax
  • 56. Bob  Stanke  Explains  –  Dir.  Interac:ve  Services   “Bring the Experience Closer to the Fan” www.ThunderSEO.com Follow @ThunderMax
  • 57. Google+  Hangout  –  Fireside  Chat  /  The  White  House   Whitehouse.gov/blog Whitehouse  Google+ www.ThunderSEO.com Follow @ThunderMax
  • 58. Google+  At  a  glance  www.ThunderSEO.com Follow @ThunderMax
  • 59. Google+  At  a  glance  www.ThunderSEO.com Follow @ThunderMax
  • 60.      Ford  has  built  an  ac:ve  community          around  photo  sharing          (a  hobby  interest).www.ThunderSEO.com Follow @ThunderMax
  • 61.        Moderators  are  Ford  Motor  Company            (Page),  Robert  Wallis  (Social  Media  for            Ford  /  Europe)  and  ScoT  Monty  (Global            Social  Media  Lead  for  Ford).              It’s  a  Public/Public  community  with  lots            of  posts,  comments  and  +1’s  without            moderator  encouragement.  www.ThunderSEO.com Follow @ThunderMax
  • 62.      Foodies  Online  is  a  very  ac:ve          Community  built  around  the          interest  of  food.  It  is  Public/Public.www.ThunderSEO.com Follow @ThunderMax
  • 63.      Foodies  Online  was  created  by  Bridget          Davis  (The  Internet  Chef)  which  is  a  Page.          There  are  two  moderators.          Bridget  does  not  ac:vely  moderate  the          Community  but  there  are  lots  of  shares,          posts  and  +1’s  by  members.  www.ThunderSEO.com Follow @ThunderMax
  • 64.      Bridget  Davis  -­‐  The  Internet  Chef          Page  has  over  622,000  +1’s!          Bridget  ac:vely  moderates  posts          and  comments  frequently.  www.ThunderSEO.com Follow @ThunderMax
  • 65.  Turns  out  she  has  3  Communi:es  –      all  pertain  to  different  aspects  of  food      and  support  sharing  and  engagement      around  food.  www.ThunderSEO.com Follow @ThunderMax
  • 66.        Example  of  industry-­‐specific            Community  that  is  not  :ed            directly  to  a  brand  but  an            individual  who’s  passionate            about  Google+.www.ThunderSEO.com Follow @ThunderMax
  • 67.    Used  Google+  Profile  to  setup        Community  THEN  selected        strong  moderators.  www.ThunderSEO.com Follow @ThunderMax
  • 68.      Mark’s  Profile  is  in  over          28,000  Circles  www.ThunderSEO.com Follow @ThunderMax
  • 69. Google+  Engagement  1.  Post daily2.  Create content that gets unrequested comments3.  Encourage user posts, lateral comments & conversations4.  Be responsive to posts from customers5.  Post content from other sources (non promotional)6.  Feature fan / follower specific promotions7.  Celebrate fans, followers & customers8.  Go above & beyond customer expectations www.ThunderSEO.com Follow @ThunderMax
  • 70. Google+  Specific  9.  Build your own Communities owned by your brand Page (ex., Ford Photo)10. Post regularly both your own & curated content to your Communities11. Build a strong moderator team12. Participate as your brand in other Communities13. Invite the outside world to your Community (e.g., Facebook, Blog, Twitter, etc.)14. Use Communities for customer service Thanks to Mark Traphagen Source: socialfresh.com www.ThunderSEO.com Follow @ThunderMax
  • 71. Google+  Engagement  Grows  –  News  study   Adam Sherk: Adamsherk.com/social-media/google-plus-engagement-for-news-sites/ www.ThunderSEO.com Follow @ThunderMax
  • 72. Search  Benefit     www.ThunderSEO.com Follow @ThunderMax
  • 73. Social  Media  –  Google  cares   ?Source: SMX West 2012, SEOmoz www.ThunderSEO.com Follow @ThunderMax
  • 74. Google+  Impacts  click  thru’s      Page’s  profile        Friend’s  profile www.ThunderSEO.com Follow @ThunderMax
  • 75. Google+  Impacts  search  results  +1s  from  friends  and  contacts  can  be  a  useful  signal  to  Google  when  determining  the  relevance  of  your  page  to  a  user’s  query.  This  is  just  one  of  many  signals  Google  may  use  to  determine  a  page’s  relevance  and  ranking… www.ThunderSEO.com Follow @ThunderMax
  • 76. Google+  Gets  the  traffic  Websites that use Googles +1 buttongenerated 3.5 times more traffic from Google+ than websites that dont have the buttoninstalled. 3x Source: Hubspot study of 5,000 business websites www.ThunderSEO.com Follow @ThunderMax
  • 77. Long  Term     www.ThunderSEO.com Follow @ThunderMax
  • 78. Google+  A  long  term  play  •  Google is about organizing data and making it easy for us to access that data.•  Google+ applies same “data organization” to how we discover and digest content from the people and sites we care about.•  Google+ is to social media what Gmail was to email. www.ThunderSEO.com Follow @ThunderMax
  • 79. Google+  A  long  term  play  Now, Google offers the long term prospect of combining all of these together: Inspired by Brad Feld. See Feld.com or follow @Bfeld www.ThunderSEO.com Follow @ThunderMax
  • 80. Q  &  A   DOWNLOAD this presentationBit.ly/smcgoogleplus max@thunderseo.com @thundermax thunderseo.com/blog @ThunderSEO MAX THOMAS Founder & President Thunder SEO www.ThunderSEO.com Follow @ThunderMax

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