Your online community isn’t an island. It is the online manifestation of your mission and one of the best opportunities you have to help your organization succeed. In this webinar we look at how you can fully integrate your community into your marketing initiatives in a way that strengthens all of your efforts. In this presentation, we illustrate how properly constructed direct marketing with strong calls to action, “open" communities, consistent social media efforts and a robust content calendar can all work together to make your community, and you, more successful.

1. Community: The Center of Your
Marketing Ecosystem

2. Your Community is Not an Island

3. It Is the Center of Your Marketing Ecosystem

4. The Engagement Pyramid
LEADING
OWNING
CONTRIBUTING
ENDORSING
FOLLOWING
OBSERVING
Deeper engagement
More effective marketing

5. Marketing Communications Tactics
• Direct Marketing - Electronic
• Direct Marketing - Print
• Advertising - Print
• Advertising - Online
• Social Media
• Inbound Marketing/SEO
• Content Marketing
• Real World Conferences/Training/Events
• Webinars
• Landing Pages
• Public Relations Activities

6. Marketing as a Story
• Your marketing should be deliberate and
planned
• Your campaigns should have a beginning, middle
and end
• Build to a crescendo

7. Marketing as a Story
• As with all good stories, take your “readers”
somewhere
• Map the journey
Customer Conference
Email
Blog
Post
Event
Forum
Social Social
Blog
Post
Email

8. Member Drive
Overlap Your “Stories”
• Everything can be part of your campaigns
– User generated content should be encouraged
and nurtured
• View your community as your destination
Customer Conference “Theme” Month

9. Website as Content Hub
• One way communication and one sided content
creation
Email/Social
Post
Website/Land
ing Page
Action:
• Form
• Consume

10. Community as Destination
Two way communication and content creation
Email/Social
Post Community
Consume
Complete Form
Discuss
Blog
Invite

11. Social
Post
Case
Study
Content Lifecycle
• Your Community will spawn new content to feed your
content lifecycle
Community
Consume
Complete Form
Discuss
Blog
Invite
• Advertising
• Web content
• Resources
• Events
• Discussions
• etc

12. Your Community is Content Marketing
• Blog posts
• Discussion topics
• Resources
• Media libraries
– Videos, photos, etc
• Member profiles
• Announcements
• Data Collection via forms

13. Making it Real: The Content Calendar

14. Content Calendar
• List out overall themes of your organization for
the upcoming year
• Brainstorm potential blog posts, discussion
topics, and resources related to these themes
– Schedule them to be posted in regular intervals
during the month
– Create landing pages based on these themes
• Involve Marketing to detail out whatever outside
support will be needed
– Schedule social posts that correspond with
community content

15. Sample Content Calendar (Gardens)
July
AHA Monthly Messaging Quality of Care
AHA Featured Campaign Summer Safety
Health Living Theme Renewed Spark, Happier Travels
Week of 6 13 20 27
Healthy Living Topics Tips for Staying Healthy
While Traveling
Foods to Eat While
Dining Out
Staying Fit
While Traveling
Heat &
Hydration
Tactics F&V Guide, SCwH graphics (4), F&V serving graphic, Heart-Check Mark, Heart-Check
Mark Meals, Warm Weather Fitness Guide, PA Rec graphic, walking paths, Back to
Sports, NFL PLAY 60 app
Community
Blog Post #1 Sondra Beamon - Top 10 Uses for Greens - posted
Blog Post #2 Kim Aman - Caring for Your Garden While Traveling posted
Forum Topic Starting seeds for the fall - ask what are your other to-dos? Posted on 7/23/15
Resource #1 Post the AHA Green Smoothie Recipe - posted
Resource #2
Find a list of garden to-do items for August;
http://www.rodalesorganiclife.com/garden/gardener%E2%80%99s-do-list-august
Outbound
Email Monthly digest

16. Social Media and Content
Where does Facebook fit in?

17. In the beginning…
• Social media used to be a free advertising
jauggernaught
• As simple as “I like this thing, show me this
thing.” – a direct line to your consumers
• With the rise of smart phones, your
organization was literally in your members’
pockets at all times

18. Now…
• As more businesses and organizations got on
board, space became more valuable (and harder to
get)
• Facebook et al. saw this as an opportunity to cash
in
• Facebook’s algorithm makes it nearly
impossible for any pages to get more than
1% of their content seen without paying
• Twitter and Instagram move too fast to rely
on organic reach

19. Social Media Uses
• Facebook – News, medium-sized content,
links, conversation with members –arguably
the best for organizations
• Twitter – News bites, links out to longer
content, hash tag searches, conversations
• Instagram – Sharing visuals, brand awareness
• Pinterest – Link sharing/saving platform
• LinkedIn – Professional network, job search

20. 1,491,600 Page Likes
86 Post Likes
12 Post Shares
9 Post
Comments
Limitations of Social Media - Facebook

21. 294,000 Followers
18 Favorites
14
Retweets
3
Replies
Limitations of Social Media - Twitter

22. 108,000 Followers
2,692
Favorites
37
Comments
Limitations of Social Media - Instagram

23. So, what’s the point?

24. Goals of Social Media to Community
• Conversion of Followers Into Members
• Increased Engagement
– Use social media to amplify community content
• Ask questions
• Include calls to action
• Direct discussions to community, encourage discussions
around content on community
– Encourage discussions in the community
• Migrate a Facebook conversation inside to give your
members and followers the confidence to discuss
openly.
• Moving conversations into the community gives you
control

25. Community as Your Social Media Hub
• When the community is your hub for
all content, you can amplify the power
of social media, while enjoying the
benefits of maintaining the central
content hub.
• Content is indexed and searchable in
the future
• Organization has rights to use content
• Posts provide a path, and serve as a
better awareness and acquisition tools
• Organization is able to recognize
contributors and provide more of a
360°user experience

26. Conversion of Followers Into Members
• Schedule three posts per week with strong
calls to action to community
– Facebook
– Twitter/Instagram/Pinterest
• Put ad dollars behind a targeted campaign
– Utilize Facebook’s email-targeted ads
– Twitter’s “Target Your Competitors”

27. Conversion of Followers Into Members
• Email Campaign
– Three emails Total
– Lists based on who has become a member
– Make sure ALL your email marketing includes:
• Direct promotion of your community
• Calls to action that lead to your community
• Cross-promote on larger organization’s
website (where applicable)

28. Social Media Tips and Tricks
• Twitter is a great way to find people
talking about topics that correspond to
your mission, and invite them to your
community.
• Use Pinterest to promote blog content

29. Social Media Tips and Tricks
• Respond to every comment—it makes
your followers feel good, and ups
engagement on your channels
• Try to blend a bit of viral content into your
posts—on a weekly basis, share content
from other pages’ sites that is doing well,
and it will be served to more of your social
following. Once your members interact
with the post, they’ll see more of your
original content as well.

30. Examples: Community Announcement

31. Examples: Content

32. Examples: Content

33. SCHEDULE A LIVE DEMO
info@smallworldlabs.com