Building Communities from Peter Abraham
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Founder weareCrank, previously Exec VP Econsultancy.com
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Building Communities from Peter Abraham
- 1. @peterjabraham Building Communities: what publishers and membership organisations can learn from each other
- 2. Source: http://www.businessinsider.com/vatican-square-2005-and-2013-2013-3?IR=T Communities are Digital…but don’t ignore Physical Our audiences are already super connected to each other
- 3. “This year we have reached a tipping point. For the first time we are placing more emphasis on long term member engagement rather than short term member acquisition.” Richard Gott - MemberWise Retention through ‘Engagement over Time’ Membership
- 4. Source https://lego.com And we need to engage at a deeper level, not always with immediate financial value We need to be ‘Better Connected’ to our audience(s)
- 5. Best practice in all flavours A subscription based community for digital marketers 2009 Community 2012 Align to Digital Transformation
- 6. Skills Assessment As a Digital marketer I need to Improve my skills So that I can increase my net worthAudience As a Membership Org we need to Remove barriers to identifying need/gap So that we can increase lifetime valueBusiness Customer Lifecycle Self and Assisted Learning Content Engaging content/applications Data captured is useful to inform other products and programmes Engaging content that ‘Connects’ and is of ‘High quality’ over ‘Time’ Training Navigator Training Sessions & Events
- 7. Sending email newsletters, having people come to your mobile optimised website and having a Facebook page with thousands of likes isn’t engagement! From a Digital perspective (since everyone talks about Digital Transformation). Engagement is not…
- 8. customer lifecycle As a Content provider I need to Engage my audience So that I can increase LTV or spend Prospect Advocate Trial Onboarding Expansion Renewal Up-sell Cross-sell ‘Value exchange’ over ‘Time’ You can’t talk about engagement without talking about Connectedness High quality assets Over time
- 9. “In a world where content is consumed at such a pace, brands can benefit from consumers co-creating content, particularly with the popularity of Instagram and YouTube, where consumers are creating content with a high production value.” Sam Crossman, senior digital manager, L’Oréal Co-creation Brands
- 10. Valuable assets which expand the product possibilities Using the community to build awareness of Kronkiwongi’s Connectedness High quality assets Over time
- 11. A strong measure of demonstrable behaviour from which we can identify if the person (on or offline) has achieved a step toward our/a business goal and solving their need And it may not be (immediately) financial So what do we mean by engagement (as a business) something like…
- 12. “Traditional audiences are increasingly turned off by monetisation models, so unless there is a clear value exchange, they’re going to switch off anyway. That’s a bigger challenge for the magazine industry.” Richard Dunmall, chief revenue officer, Media iQ Value exchange Media
- 13. We believe marketing and media can change the world. And we aim to prove it. In just two days. By the end of the day, you’ll be responsible for helping make the world a better place …and not a business requirement but there’s huge value Not an obvious approach… Connectedness High quality assets Over time
- 14. Opens new data sources on customers COMtent (Ecommerce & Content) Connectedness High quality assets Over time
- 15. Your business model could also be an engagement tool Finally don’t forget to look at removing walls caused by business models
- 16. Low ConnectednessUSER BENEFIT Low Quality Assets High High Engaging Undesirable USER BENEFIT Time CUSTOMER LIFECYCLE Connectedness, High quality assets, over time
- 17. @peterjabraham Building Communities: what publishers and membership organisations can learn from each other
Editor's Notes
- James – What membership do to manage audiences – lessons for publishers Patrick – What publishers are doing to build audiences We CAN learn a lot from each other and I have a couple of examples of what other publishers/membership orgs and providers of engaging content are doing, but we mustn’t ignore customers and what else is going on in THEIR world. In most cases they move faster to adoption than corporations do.
- Audiences are Super connected – better connected to each other, have access to more content than they ever had. But the amount of content that’s getting produced will also become a hindrance so we should think about the role of Content Creation and Curation as a value exchange But we mustn’t ignore the physical, it’s not all digital. Digital is the enabler, often the time saver, but better than that it’s inclusive and provides platforms to exchange knowledge and capabilities.
- Richard Gott from Memberwise said “This year we have reached a tipping point. For the first time we are placing more emphasis on long term member engagement rather than short term member acquisition.” This is about Engagement over time and hints at the 80/20 retention being more important than short term acquisition. Think about for a second … If you’re creating content and high quality assets why would you go for short term acquisition anyway?
- We need to better connected to our audiences, to engage at a deeper level and not always with immediate CASH based financial value. We need to find other ways we can convert enagaging with customers into profit. We need to engage customers on THEIR terms not ours, providing value, high quality content and transparency.
- Who knows Econsultancy? Econsultancy is a community of Digital Marketing professionals. I was part of the original team which grew it from a tens of thousands to a community of around 250,000 in 2009 where we branded ourselves a community but changed that in 2012 more in line with what was happening in the industry and what people wanted answers to (and now over 600k). We were growing at 30% YoY and had just moved into the US and APAC. But we spent a lot of time talking to our customers and understanding what they were struggling with. We’d realised that being totally digital wasn’t the ultimate goal, being ‘connected’ was. The closer we got to our community the more we understood what they wanted/needed, their pain points, their brick walls. We were delivering the kind of content and solutions and events that ‘they’ wanted… sharing knowledge, free from being sold to by agencies and vendors. Digital Cream and what is now the Festival of Marketing became core to not only providing what they needed but it fed the business as well. The data we collated from events fed the published content and applications we were serving out and vise versa. What was originally a purely digital publishing platform had embraced a range of solutions to meet the needs of the community…reports, events, training and consulting. We were using the term Digital Transformation before the mainstream market made a really big deal of it. It meant we rode the wave of search, which meant we were easy to find and on many terms you couldn’t possibly do now if you started from scratch.
- Clients told us that developing skills was a major issue for them. so over time we built a series of ‘connected’ high quality and valued assets. When you look at the customer lifecycle you can ask yourself .. As a customer I need to. . . As a business I need to. . . So that you fully understand on both sides where the value lies. >> Explain the tools and how they connect. Obviously we use triggered messaging and cross promote everything But there’s additional value in the data that resides within these so it’s a win win for customer and the business. It’s not an immediate financial gain. There is an importance to the level of ‘Connectedness’ and ‘Quality of your assets’ as being key to providing value to your audience as a way to retain (and acquire) revenues. By connectedness I mean how connected you are to your customer/end user and how you connect them with everyone else. By quality assets I mean assets that provide real competitive advantage in more ways than providing assistance to the customer/user. Because there is a wide range of services and support
- Engagement isn’t a website or a newsletter or a Facebook page it’s about identifying the things that matter to the customer, finding the pain points and removing the barriers for them.
- and you can’t talk about engagement without considering the customer lifecycle. Where are your customers on the journey from prospect to advocate? Is it easy for you to be found?, are you useful and are you transparent? What is the value exchange over time? It’s going to get harder to be found, there’s going to be a lot of ’content’ noise so quality of that content will be important as will the curation of it.
- Sam Crossman, senior digital manager, L’Oréal said“ In a world where content is consumed at such a pace, brands can benefit from consumers co-creating content, particularly with the popularity of Instagram and YouTube, where consumers are creating content with a high production value.” We should use the power of the community, consumers can co-create amazing content… look at Apple’s latest campaign for the iPhone, beautiful photography shot by people like you and me. Having consumers talk about your product is the most powerful type of engagement.
- Lego proved this last year with Kronkiwongi’s Conny Kalcher, vice-president of marketing and consumer experiences, last year. "We used to be a toy manufacturer. Now we're turning more and more into a media company to tell our story. We need a lot of content to tell that story. "Using the voice of the consumer Lego used it’s own young users to speak for the brand then used adapted versions of those assets to drive additional engagement. Approaching parents as much as kids, they could send in their versions of Kronkiwongi. Lego also sent packs to Journalists to have them write about it, then the whole thing went viral. Yes I know it’s B2C but the point is to use your audience to drive engagement, who better to talk about your product and services than the actual users themselves? Some parents perceive LEGO products as a “collection of predefined sets with prescriptive instructions” rather than “stimulating free creativity, imagination and endless possibilities to play”. Maybe this is where many of us are going wrong, we’re using too many ‘out of the box’ solutions and approaches and not using the full potential of what's around us or within the communities where our audiences are? We can learn a lot from each other, but don’t ignore what’s going on outside your sector!
- So what do we mean by engagement? In needs to be work both ways, for them and for us. A strong measure of demonstrable behaviour from which we can identify if the person (on or offline) has achieved a step toward our/a business goal and solving their need . . . And it may not be (immediately) financial. . .
- Richard Dunmall, chief revenue officer, Media iQ said “Traditional audiences are increasingly turned off by monetisation models, so unless there is a clear value exchange, they’re going to switch off anyway. That’s a bigger challenge for the magazine industry.” What can you add to improve their lives and jobs.
- It’s not always about digital and it’s not always about things that are very close to the business. The Drum which is one of the worlds largest marketing NEWS platform, launched do it day. This is CSR, it’s about using the community of experts to solve real world problems. CEOs, Managing Directors, Client Services Directors, Account Directors/junior execs, Marketing Directors/ junior execs, Copywriters, Creatives, PR & Comms Directors/execs, Designers all working together to solve briefs set by big brands and associations. A real mix of seniority, who were told to put their seniority aside and work together! Massive brand awareness in the US and UK. The goal we want to achieve is that on Do It Day marketers around the world do their little bit to make the world a better place to live. That’s not a message of ‘pay me and I’ll give you some content’ that’s a message of ‘let’s do some good together and create something along the way'.
- Wallpaper magazine online doesn’t look like a magazine anymore… they launched a store with a partner to provide goods that support their content. This will provide huge insight (from data) for the magazine into buying habits, product popularity, research etc which will more than likely provide additional content for the magazine, aside from it being another revenue generator. There are likely gains from SEO and Social too. But it’s useful to the customer, not having to search elsewhere for the products. As a business we tend to think we need to own everything, have the ‘Power’ to outweigh everyone, customers and competitors alike. But in truth we should be harnessing our audiences and partners as communities. Empowering them.
- Don’t do what everyone else is doing…find the connection to be more inclusive. There’s no cookie cutter model anymore. Audiences and how we reach them are fragmenting fast. We’re going to have to figure out which bits work best for our audience(s) and our business, even looking at business models from other sectors.
- We should be measuring engagement on ‘Connectedness’ and ‘Quality of assets’ over ‘time’