Social Networking and Community Building


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A look at how communities can help build your business on the social web.

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Social Networking and Community Building

  1. 1. Social Networking and Community Building Kevin Palmer, Social Media Director Millennium Integrated Marketing [email_address] 877-873-7445 Become a Facebook Fan: Millennium Advertising Join Us on Twitter: Millennium_
  2. 2. Goal of the Session <ul><li>How an online community help grow your business </li></ul><ul><li>Learn how to understand your niche by listening </li></ul><ul><li>How to find existing communities within your niche </li></ul><ul><li>Determine if you need to create your own community </li></ul><ul><li>What tools you can use to create a community </li></ul><ul><li>How to grow your community using common strategies </li></ul>
  3. 3. Benefits of a Community Inexpensive Product Research (Lego) Customer Support (Microsoft, Zappos) Thought Leadership (Hitachi) Sales Support (Amazon) Create Customers Into Advocates (Lego) Organize People Internally or Externally
  4. 4. <ul><ul><li>What demographics do your potential customers fit into? </li></ul></ul><ul><ul><li>What keywords describes them? </li></ul></ul><ul><ul><li>Where do they participate? </li></ul></ul><ul><ul><li>How are they using the internet? </li></ul></ul>Understanding What You Should Look For
  5. 5. <ul><ul><li>What Demographics Do Your Potential Customers Fit Into? </li></ul></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Income </li></ul><ul><li>Education </li></ul><ul><li>Location </li></ul><ul><li>All impact how and why people use the internet </li></ul>
  6. 6. <ul><ul><li>What Keywords Describes Your Customers? </li></ul></ul><ul><li>Write out a list of keywords that describes your business </li></ul><ul><li>Write out a list of keywords that describe your customer </li></ul><ul><li>They don’t always match </li></ul><ul><li>How you perceive yourself is not how customers perceive your company </li></ul>
  7. 7. <ul><li>Set Up Listening Posts </li></ul><ul><li>(Google Alerts, Social Mention, Twitter Search, Radian6) </li></ul><ul><li>Set Up Monitoring Tools Around Keywords </li></ul><ul><ul><li>Know where the conversations are happening </li></ul></ul><ul><ul><li>Gain competitive intelligence </li></ul></ul><ul><li>Set Up Monitoring Tools About Yourself </li></ul><ul><ul><li>Know what is being said about you and your brand </li></ul></ul>Where Do They Participate?
  8. 8. <ul><li>Niche Communities (3,000 + social networks on the web) </li></ul><ul><li>Benefits of the Niche </li></ul><ul><li>Audience that is interested in your content </li></ul><ul><li>Smaller community but you have a larger voice </li></ul><ul><li>These are potential readers/customers, not just page views. </li></ul>Don’t Assume You Know Where the Community Is
  9. 9. <ul><li>Look for active discussion/participation </li></ul><ul><li>Be mindful of the overall membership </li></ul><ul><li>Examine profile setup </li></ul><ul><ul><li>Some sites will pass on page rank with links </li></ul></ul><ul><ul><li>You may be able to import RSS feeds or have other ways to automatically share you content within the site </li></ul></ul>Evaluate the Communities
  10. 10. <ul><li>Listen (do you think this is important yet?) </li></ul><ul><li>Understand the community norms and rules </li></ul><ul><li>Engage within those norms and rules </li></ul><ul><li>Don’t go and broadcast your message (Cocktail Party Analogy) </li></ul><ul><li>Completely fill out your profile and have a profile picture </li></ul><ul><li>Be transparent </li></ul>Participating in an Existing Community- The Rules
  11. 11. Do You Need to Create Your Own Community? <ul><li>Available communities are weak or none exist </li></ul><ul><li>You are an early adopter and need to pull everyone in your industry in </li></ul><ul><li>You have the resources and the time to create, grow, and maintain </li></ul>
  12. 12. Rules When Creating Your Own Community <ul><li>Before we talk about the tools we need to talk about the rules </li></ul><ul><li>Be transparent about the rules of the community </li></ul><ul><li>You need to let others play, that includes competition </li></ul><ul><li>It isn’t about controlling conversation it is about fostering it </li></ul><ul><li>Promote and make others shine </li></ul><ul><li>Reach out to power users, give them a larger role </li></ul>
  13. 13. Types of Communities You Can Create <ul><li>Loosely formed for discussions </li></ul><ul><li>Within your own blog </li></ul><ul><li>Groups on existing platforms </li></ul><ul><li>Message board </li></ul><ul><li>Your own social network </li></ul>
  14. 14. Loosely Formed Discussions Benefits: Next to zero moderation needed Very small amount of technology and no cost except time Drawback: Need to have or build a large personal network Takes time to build awareness of discussion Example/Tips: “ Chats” on Twitter using hash tags. #prchat is a solid example
  15. 15. Within Your Own Blog Benefits: Fairly inexpensive option You host it, not impacted by policies of other companies Drawback: Need strong blogging software and developer The blog needs to be less about the company and more about the subject Examples/Tips: Open up to guest bloggers almost exclusively Highlight comments of others Profile system and allow people to share their content
  16. 16. Groups on Existing Sites Benefits: Free except for time Strong platform and technology is already available Drawbacks: All the content and information is controlled by a third party Less control over the look, features, feel, and administration Examples/Tips: Facebook, LinkedIn, Yahoo, Google Groups
  17. 17. Message Board Benefits: Most software is free Can tie into blog People are used to format Drawbacks: Not as feature rich as other technologies Requires some technology know how Examples/Tips: Buddy Press can tie into WordPress Install
  18. 18. Your own social network Benefits: Robust community with multiple features More engaging, gives people a reason to come back Drawbacks: Much more of a technical and time investment Can be slow to grow Examples/Tips: offers a “free” solution, great example communities
  19. 19. Thank You Kevin Palmer, Social Media Director Millennium Integrated Marketing [email_address] 877-873-7445 Become a Facebook Fan: Millennium Advertising Join Us on Twitter: Millennium_