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Building, Growing & Sustaining Social Media Communities Keynote Presentation


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Building, Growing & Sustaining Social Media Communities. Pam Moore, CEO /Founder Marketing Nutz, full service social brand, digital marketing, conversion optimization agency & consultancy used this presentation for her closing keynote presentation at the American For the Arts, National Art Project Conference in Portland, Oregon, November, 2013. Pam shares 10 tips to help business leaders birth, grow and sustain communities both on and offline.

Published in: Marketing, Technology, Business
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Building, Growing & Sustaining Social Media Communities Keynote Presentation

  1. Building,     growing     &  sustaining   communi2es   Pam  Moore   CEO  /  Founder   Marke2ng  Nutz   @PamMktgNut  
  2. Embrace     the   JOURNEY!  
  3. Social Business Success
  4. social business “Becoming a social business transforms the organization from the inside out, connecting the internal with the external in a way that enhances relationships and creates shared value for the people, the business and ecosystem as a whole.”
  5. social media “Refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”
  6. Brand “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” ~Seth Godin
  7. YOU     are  the     media  
  8. your                ul2mate                            plaJorm  
  9. Houston,  we  have  a  problem.    
  10. 1.3B  mobile  workers  by  2015   Source: IDC
  11. 90%  mobile  users  have  device   within  arms  reach  100%  of  2me    
  12. news     no  longer   breaks!   It     tweets!    
  13. stop     the   noise!  
  14. 76%  marketers  think  they   know  what  customers  want   34%  have  asked  them   Source:  Pivot  
  15. is   anyone   listening   you?    to  
  16. talk  to  yourself  much?  
  17. listen  more  than  you  talk!    
  18. don’t  fake  un2l  you  make  it     Source: Creative Commons
  19. #1  ALIGN  to  BUSINESS  goals  
  20. Stop the Random Acts of Marketing (RAMs) ü Not funded ü Not in the plan ü Not integrated ü No metrics for success
  21. Business Business Social media plugs into your
  22. #2  slow  down  to  speed  up  
  23. We use POST strategy to frame the Social Media Strategy
  24. POST+GM P   People O   Objectives S   Strategy Identify WHO & assess their social activities What do you want to accomplish? WHY? Plan for how relationships with the “people” will change Technology T   Decide which social technologies to use G Goalsachievement, qualitative & quantitative Set goals for M Metricsbe used to measure success What metrics will Based Upon POST Methodology Source: Forrester Research
  25. #3     know     YOUR   audience  
  26. communities create markets Opportunity Free     member   Harvest Paid     member   Community Zone Loyal     evangelist   Customer Zone $ $
  27. Maslow’s  hierarchy  of  needs   self-actualization esteem belonging safety physiological Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Self-esteem, confidence, achievement, respect of others, respect by others Friendship, family, sexual intimacy Security of body, employment, resources, morality, family, health, property Breathing, food, water, sleep, homostasis, excretion
  28. hierarchy  of  social  community   inspira2on   achieve connect selfactualization esteem belonging inspire safety physiological
  29. #4  humanize  it  
  30. human  brands…     •  •  •  •  •  •  •  •  •  •  •  •  •  Think like humans Care about humans Value relationships Listen to other humans Talk like humans Have a personality Show their “human” Make & own their mistakes Are available Know themselves Know their audience Invest in people Take risk
  31. My  Brand  is…   •  •  •  •  •  •  •  •  •  •  •  What I say What I do What I think What I tweet What I post on Facebook What I Instagram What I write in email What I share How I respond How I interact on & offline! How I drive! •  ME!
  32. start  from  inside  out  
  33. the  human  brand   “Social didn’t transform our culture, it revealed it.” ~Clarissa Felts, Lowes
  34. the  human  brand   “Culture eats strategy for lunch!” ~Sandy Carter, IBM
  35. think  DNA,  not  tools    
  36. heartbeat  of  social  =  people  
  37. Your Mission Understand where your audience is hanging out online & learn how to have a relevant conversation with them that helps meet business goals.
  38. •  WHO are you talking to? •  WHAT do they need? •  HOW can you help? •  WHERE do they want to talk? •  WHY should they care?
  39. What  kind  of  rela2onship   Do you want ? Transactional Occasional Impersonal Short-term Focus on relationships, not technologies Source:  Al2meter  Group   Passionate Constant Intimate Loyal
  40. #5  don’t  starve  your  community     FEED  them!  
  41. relevance    
  42. templates hangout think   assets  
  43. SMO   maximize the visibility of relevant content for those looking for it
  44. #6  provide  a  safe  and    open  environment    
  45. you  drive   It’s not what the technology can do for you but what you can do with the technology!
  46. let  your  community  drive  too  
  47. #7  create  experiences  
  48. people don’t buy things, they join things
  49. Heathman   Hotel   Travel   Portland  
  50. #8  Embrace  OPCs  
  51. ac2vate   influencers  
  52. #9  measure  it    
  53. SMART Objectives Goals & are key to Success
  54. use appropriate metrics Corporate LOB/Geo Stakeholders Social Strategist/ Community Manager Source: Altimeter Group •  Business metrics: revenue, CSAT, reputation. •  Social media analytics: Insights, share of voice, resonance, WOM. •  Engagement metrics: fans, followers, clicks.
  55. #10  Get  a  life!    
  56. Questions? Pam Moore CEO / Founder Marketing Nutz @pammktgnut