Scaling social engagement via community tony pham - marketing camp

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Scaling social engagement via community tony pham - marketing camp

  1. 1. Scaling Social Engagement with Community! #MCSV! !Tony Pham @tonypham! !
  2. 2. About  Me  I  am  not  a  marke.ng  “guru.”  We  all  have  a  lot  to  learn  from  each  other.  I  am  a  marketer  who  has  successfully  leveraged  community  to  scale  social  engagement.  
  3. 3. For  Community,  Iden.fy  Customer  
  4. 4. Mobile app landscape is unbalancedSocial = more competitors, smaller marketUtilities = less competitors, bigger market
  5. 5. Annual Per Capita US Household Spending: Self   Actualization $4,582 $49,639 Self-­‐Esteem $3,588Love  a nd  B elong ing $8,787Safety  a nd  S ecurity $15,112Physiolog ical  Needs $17,570
  6. 6. There are more companies where there are less dollars Self   Actualization $4,582 Self-­‐Esteem $3,588Love  a nd  B elong ing $8,787Safety  a nd  S ecurity $15,112Physiolog ical  Needs $17,570
  7. 7. You don’t have to be “cool” to have a strong community
  8. 8. Over 12 millionrunners tracking theirfitness while on the go
  9. 9. Bringing the grocerystore loyalty card tomillions of busy moms
  10. 10. One million gay, bi,and curious guyslooking for “love”
  11. 11. Getting over 100,000new users each week
  12. 12. Life360  •  Free  consumer  app  that   helps  you  see  where  your   family  is  located,  when  they   need  help  and  what  is  on   their  minds    •  Moms  are  founda.on  and   biggest  fans  in  community  
  13. 13. Scaling  Social  Engagement  with   Community  1)  Understand  your  customers’  needs  (not  yours)    2)  Develop  strong  partnerships  you  can  count  on    3)  Keep  customers  talking  to  you  and  each  other  
  14. 14. Tony  à  NOT  a  mom  •  Listen  and  show  respect  through  ac.ons    •  Nice  if  you  iden.fy  with  your  customers,  but   key  is  giving  community  more  than  just  your   company’s  promo.ons  
  15. 15. Create  Sharable  Content  to  Spark   Conversa.on  
  16. 16. Reinforce  that  Customer  Comes  First  “The  app  was  very  helpful  during  the  storms  and  flooding  in  the  Memphis  area.  My  family  is  very  close  knit  and  we  like  to  know  that  we  are  all  OK  during  .mes  of  trouble.”    ScoW  Tatum  Olive  Branch,  MO    
  17. 17. Provide  Regular  (Daily)  Engagement  
  18. 18. Track  Metrics  
  19. 19. Invest  in  strategic  partnerships  to   underscore  your  credibility  and   demonstrate  your  commitment  
  20. 20. Where  Do  You  Start?  •  Some%mes  it’s  a   single  email  •  Ar.cle  on  “Facebook   assembles  group  to  plan   for  disasters”  •  Emailed  all  contacts   men.oned  in  ar.cle  •  Connected  with  Heather   Blanchard    
  21. 21. CrisisCamper  •  Connected  with  tour  host   (Pascal  with  King  County,   WA)  •  Social  media  cross-­‐ promo.on  •  Personal  invita.ons   targeted  towards   emergency  and  tech   communi.es  •  Live  networking     –  FEMA  (Tim  Manning)   –  Craigslist  (C.  Newmark)   –  SF  DEM  (Alicia  Johnson)  
  22. 22. Safety  Meetups  Across  America  
  23. 23. Find  Partners  that  MaWer  to   Community  Life360  got  one  of   MASK  MaWers  –  MASK’s  newsleWers   Mother’s  Awareness  and  then  reached  out   on  School-­‐age  Kids  on  Facebook  and  TwiWer  
  24. 24. Get  the  Party  Started  TwiWer  par.es  are  a  great  way  to  increase  engagement,  collaborate  with  partners,  share  great  content,  and  create  a  lot  of  buzz  around  your  brand  
  25. 25. Super  Bowl  Commericals  •  Average  na.onal  ad  costs  $3.5  million  •  1-­‐hour  TwiWer  party  generated  more   tweets  and  impressions  than  most  ads!  
  26. 26. Find  your  Biggest  Fans  
  27. 27. Engage  Emo.onally  “Engagement  is  measured  by  takeaway  value,  sen.ment  or  feelings,  and  resul.ng  ac.ons  following  the  exchange.”      “Community  is  much  more  than  belonging  to  something,  it’s  about  doing  something  together  that  makes  belonging  maWer.”    -­‐  Brian  Solis,  principal  analyst  at  Al.meter  Group  and  author  of,  “The  End  of  Business  as  Usual.”  @briansolis  
  28. 28. Pos.ng  Props  to  Build  Exchanges  •  Let  people  know  when  you  say  something  nice   about  them!    •  This  tweet  resulted  in  a  phone  call,  guest  post   in  the  American  Camp  Associa.on  newsleWer,   and  a  good  working  rela.onship  on  TwiWer.  
  29. 29. Give  community  reason  to  care  Publish  informa.on  that  shows  why  what  you  do  maWers  
  30. 30. Make  yourself  a  conversa.on  topic  A  topic  with  wide  relevance  sparks  conversa.ons  
  31. 31. Allow  customers  to  talk  to  each  other   •  7-­‐8  MM  impressions/day     •  90K  forum  posts/day     •  9  dis.nct  posts/user   •  19  minutes  spent  per   session    
  32. 32. Ac.vate  power/super  users  Ambassador  Ac.vity  in  1  Year     u Trish  (Trading  Room)  -­‐  7700+  posts   u KiWy  (Tech  Room)  -­‐  4500+  posts   u Paola  (Spanish  Room)  -­‐  3000+  posts  
  33. 33. Community  impact  on  boWom  line  Forum  posters  were  50x  more  likely  to  buy  virtual  gold  than  a  non-­‐community  member  
  34. 34. Ques.ons?   @tonypham

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