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Building Community
Case Studies (see Examples from class notes):
• AlexBrownRacing: Advocacy
• Clear Admit Consulting
• Un...
Building Community
Case Study Alex Brown Racing:
• Content Marketing
• Frequency of updates
• Transparency & Signal Value
...
Building Community
Case Study Alex Brown Racing:
• Started with a blog, needed to expand
• Discussion board design (usabil...
Building Community
Case Study Alex Brown Racing:
• Brand co-creation (Mission statement)
• Adding additional social media ...
Building Community
Case Study Alex Brown Racing:
• Evolution of Goals
– Community leads
• Managing the Brands
• A Tribe (S...
Building Community
Types of Communities:
• Advocacy
– Tribe
• News Organizations
• Brands
• Consulting Firms
• Crowd Sourc...
Building Community
Why do people join communities:
• Seeking value
• Engaging with like-minded people
• Maslow—Belonging
•...
Building Community
Why do people join communities:
• To contribute content
• Brand advocates
• Passive versus active membe...
Building Community
What is the value of building communities:
• Branding
• Engaged consumers
• Nurture brand advocates / E...
Building Community
What is the value of building communities:
• Listen: Market research
• Engage: Customer support
• Co-cr...
Building Community
How to build a community:
• Communities happen
• Communities are not built
• Appropriate architecture n...
Building Community
Community Architecture:
• Web-site / blogs
• Discussion Boards
• Subreddit
• Social Networking Sites
– ...
Building Community
Community Management:
• Creation & Nurture (Tree metaphor)
• Content Marketing Strategy
• What’s the va...
Building Community
Community Management:
• Direct engagement with community
• Listen, empower, adapt
• Managing trolls, ba...
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Content Marketing: Building Community

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Class notes for Marketing: Building Community

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Content Marketing: Building Community

  1. 1. Building Community Case Studies (see Examples from class notes): • AlexBrownRacing: Advocacy • Clear Admit Consulting • University: Applicant communities • Red Bull: Brand • Fan communities (Free Marketing space) versus Brand communities Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  2. 2. Building Community Case Study Alex Brown Racing: • Content Marketing • Frequency of updates • Transparency & Signal Value • Growth: Viral & Google Ads Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  3. 3. Building Community Case Study Alex Brown Racing: • Started with a blog, needed to expand • Discussion board design (usability & folders) • Managing conversations • Managing troll behavior Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  4. 4. Building Community Case Study Alex Brown Racing: • Brand co-creation (Mission statement) • Adding additional social media vehicles – Strategic and deliberate • YouTube video contest – Rules for viral growth and SEO Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  5. 5. Building Community Case Study Alex Brown Racing: • Evolution of Goals – Community leads • Managing the Brands • A Tribe (Seth Godin) – Common cause – Enabled by communications technology – Disrupts the status quo Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  6. 6. Building Community Types of Communities: • Advocacy – Tribe • News Organizations • Brands • Consulting Firms • Crowd Sourcing • Academic Institutions Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  7. 7. Building Community Why do people join communities: • Seeking value • Engaging with like-minded people • Maslow—Belonging • Ego Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  8. 8. Building Community Why do people join communities: • To contribute content • Brand advocates • Passive versus active members • It is their free choice to join, and to leave • Rules ? Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  9. 9. Building Community What is the value of building communities: • Branding • Engaged consumers • Nurture brand advocates / Evangelists • Develop and build Trust Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  10. 10. Building Community What is the value of building communities: • Listen: Market research • Engage: Customer support • Co-creation activities • Content travels (viral): you want the nodes • Widen reach Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  11. 11. Building Community How to build a community: • Communities happen • Communities are not built • Appropriate architecture needs to be designed – Discussion boards / blogs / subreddit (core) – Social networking vehicles (extension) • Content Marketing Strategy needs to nurture • Tree metaphor Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  12. 12. Building Community Community Architecture: • Web-site / blogs • Discussion Boards • Subreddit • Social Networking Sites – Increase reach – Community around content versus brand Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  13. 13. Building Community Community Management: • Creation & Nurture (Tree metaphor) • Content Marketing Strategy • What’s the value? • Content and Community Oversight • Benevolent Dictator Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  14. 14. Building Community Community Management: • Direct engagement with community • Listen, empower, adapt • Managing trolls, bad actors • Thick skin Digital Marketing alexbr.brown@gmail.com University of Delaware #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

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