TBEX 2013 Toronto Rethinking Your Audience

Uploaded on

TBEX 2013 Toronto, Rethinking Your Audience Turning Readers into a Thriving Community; featuring Jodi Ettenberg and Annemarie Dooling. Community track

TBEX 2013 Toronto, Rethinking Your Audience Turning Readers into a Thriving Community; featuring Jodi Ettenberg and Annemarie Dooling. Community track

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Rethinking Your AudienceTurning Readers Into A Thriving CommunityJodi Ettenberg & Annemarie Dooling
  • 2. Hint: It’s not just engaged readers andit’s not just a platform.What Is A Community?
  • 3. How Do I Find And Relate To My Community? Be sure of your unique niche and tone. Be mindful of authenticity from dayone.Always aim to provide value.
  • 4. Keeping Relationships Continuously Beneficial There’s no stopping point for providing value and building out acommunity. Reward community members for their loyalty and interest. Pay attention to reader feedback and expertise: Take your cues fromthem. Remember that when reaching out to ask questions, open-endedquestions to generate one-time engagement is not the aim – truelistening/value is the aim.
  • 5. 860+ comments and suggestions from valued readers, incl. changingthe kerning & modifying fonts.
  • 6. Trolls And Grouchy People Trust that an established and strong community will oftenspeak for you to defend you to negative users or trolls. To keep in mind when confronted with negativity: thinkabout (1) when to step in, (2) when to let community step in,and (3) when to walk away.
  • 7. What Does Success Look Like?How does community make a brand stronger? Ability to pivot into new field of expertise,taking your community with you. Wider net of expertise to draw from andlearn from. More brand recognition and wider spreadon social networks.
  • 8. The Bloggess Prompted her community into actionboth for important and more whimsicalprojects. (In this case, drawing a ladymaking out with a unicorn and thentweeting it). Rewarded and elevated participatingreaders by calling them out/drawingattention to them.
  • 9. Wandering Earl@wanderingearl Responded to comments whileproviding additional information. Created an atmosphere ofconversation.
  • 10. John GreenVlogbrothers Created a sense ofcamaraderie between communitymembers . The NerdFighters have becomeself governing.
  • 11. Andrew Sullivan@sullydish After creating a valuable product, measuredthat value by asking his readers what theywanted, thus moving a popular column to anindependent site. A month later he had earned over $625kfrom readers paying $19.99/year permembership.
  • 12. Provide continuous value to your readership.Be authentic and invite your readers to speak often.Know when to stand up and when to walk away.Be mutually beneficial to each other, always.GRAND FINALE!
  • 13. Questions? Concerns? Cats?Annemarie can be found:@travelingannawww.frillseekerdiary.comJodi can be found:@legalnomadswww.legalnomads.com/about