Finding your tribe: How to build communities online
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Does your content spark conversation and foster community, or does it only generate traffic? Learn how to identify, build, and engage online communities that are resilient to changing algorithms.
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Finding your tribe: How to build communities online
- 1. Finding Your Tribe: How to Build Communities Online #parselyauddev
- 2. @parsely #parselyauddev Today’s Speaker Kelsey Arendt Senior Success Manager
- 3. @parsely #parselyauddev Parse.ly empowers companies to understand, own and improve digital audience engagement through data. We want to ensure the work you do makes the impact it deserves.
- 4. @parsely #ParselyContent@parsely #parselyauddev Why should we care about and build online communities? We need to be resilient We need to remain relevant We need to rebuild relationships
- 5. @parsely #parselyauddev Resilience: Facebook de-prioritizes publishers
- 6. @parsely #parselyauddev Resilience: Time to take ownership of our audiences Revisit how to keep audiences on site longer Re-asses habits, workflows, or assumptions Take stock of existing social groups & newsletters
- 7. @parsely #parselyauddev Relevance: GEL Strategy • Creating more content • Staffing up • Leaning harder into social promotion • Honing in on one vertical • Building personalized recommendations • Promoting social media groups • Building topical newsletter GROWTH ENGAGEMENT LOYALTY MORE READERS FIND THE STORY READER FINDS A STORY SPENDS TIME WITH THE STORY READER SHARES AND TALKS ABOUT IT
- 8. @parsely #parselyauddev Relevance: GEL Strategy You need to identify content that new readers are spending the most time on You need to identify what your bread-and-butter topics are and what people are saying about them GROWTH ENGAGEMENT LOYALTY MORE READERS FIND THE STORY READER FINDS A STORY SPENDS TIME WITH THE STORY READER SHARES AND TALKS ABOUT IT The key to make either of these successful
- 9. @parsely #parselyauddev Relevance: GEL Strategy Without engagement: A “spaghetti strategy” You end up promoting content that might not mean much to the audience Without engagement: A distanced relationship that’s purely transactional What opportunities have you missed by not listening to your audience? GROWTH ENGAGEMENT LOYALTY MORE READERS FIND THE STORY READER FINDS A STORY SPENDS TIME WITH THE STORY READER SHARES AND TALKS ABOUT IT BOTH growth and loyalty depend on engagement to move forward
- 10. @parsely #parselyauddev Rebuild relationships: Listen to your community Signal the impact of your work Pinpoint meaningful relationships with your audience beyond a transactional page view Rebuild and foster trust with your readers
- 11. @parsely #parselyauddev Rebuild relationships: Engagement and Community Management We’ve de-prioritized engagement and community management in newsrooms: • It didn’t seem important • It was a herculean task RESILIENCE RELEVANCE RELATIONSHIPS COMMUNITY BUILDING
- 12. @parsely #ParselyContent@parsely #parselyauddev What should your community be about? What’s its foundation?
- 13. @parsely #parselyauddev Narrow the scope: Loyal readers • Great indicator of potential communities • Drive more traffic than occasional visitors • Most likely to subscribe • Can tip you off to your core competencies Tip: Start with an area of content most likely to succeed—a community you haven’t curated content for or new ways to promote the curated content.
- 14. @parsely #parselyauddev Narrow the scope: Loyal readers Tip: Start with an area of content most likely to succeed—a community you haven’t curated content for or new ways to promote the curated content.
- 15. @parsely #parselyauddev Understand its nuance: What makes this vertical potent? 1. Assign a team that’s equipped to gauge the quality of the conversation around the content
- 16. @parsely #parselyauddev Understand its nuance: What makes this vertical potent? 2. Start with articles within that area of content that show high interest
- 17. @parsely #parselyauddev Understand its nuance: What makes this vertical potent? 2. Start with articles within that area of content that show high interest Shares = “I want to talk to others about this” Referrals = “Someone told me I should read this” Comments = “I want to talk to others, and you, about this”
- 18. @parsely #parselyauddev Understand its nuance: What makes this vertical potent? 3. Figure out what trends emerge • Is there a subtopic or template that resonates? • What’s the tone of high-interest posts? • How is my community already talking to one another? • Are there any red flags?
- 19. @parsely #parselyauddev Use data to prioritize what’s worth your time Your team of experts can look at high-interest content to answer: • What verticals should we consider? • Is there valuable conversation happening? • Is there any conversation happening around it? If not, how do I start it? Tip: Set yourself up for success—narrow down what topics to engage further and who should talk about it
- 20. @parsely #ParselyContent@parsely #parselyauddev Where should/does you community live online? Where are conversations happening?
- 21. @parsely #parselyauddev Meet your community where they are Referral channels aren’t just promotional channels. They can give you a sense of where your community lives.
- 22. @parsely #parselyauddev Facebook: Think like a user Why are you going on Facebook? • To be part of a group/community • For your network, not necessarily for news Tip: Social interactions may be a stronger indicator of community on Facebook because they’re proxies for conversation.
- 23. @parsely #parselyauddev Take Facebook and Google out of the picture
- 25. @parsely #parselyauddev Instagram Instagram isn’t just about influencers. It’s about where your community has decided on their own where they’d like to live.
- 26. @parsely #parselyauddev Reddit Tip: When you see a spike from Reddit, step in to be part of the conversation.
- 27. @parsely #parselyauddev Newsletters By looking at on-site data, editors understood who their audience was and what content they were engaging with. They implemented those findings into the creation of a new newsletter.
- 28. @parsely #parselyauddev Comments sections • Nearly all comments happen within 3 days of post’s shelf life • There’s a positive correlation between the number of returning visitors and the number of both shares and comments • Posts with comments tend to have a higher loyal audience composition than the site as a whole • Local/niche news already have a good handle on engaging communities
- 29. @parsely #parselyauddev This is how we rebuild our relationship with our readers: genuine, informed interactions. No more drive-by engagement.
- 30. @parsely #ParselyContent@parsely #parselyauddev How do you manage and sustain your community?
- 31. @parsely #parselyauddev Identify your biggest opportunities and who/ where to manage resources • Focus on areas prime for building community • Designate a team that knows your high loyalty content • Establish a data-informed workflow within that team • Understand your signals that indicate, “something’s happening”
- 32. @parsely #parselyauddev Establish best practices • Always keep your community at the forefront • Stay true to your voice • Never ask for a sound-off: this is drive-by engagement • Make engagement a part of each team’s essence
- 33. @parsely #parselyauddev Maintain a healthy ecosystem • Curate for them, and from them • Listen. Listen. Listen. Listen. Your community will evangelize your good content—and your could-be-good content—and make it worthwhile • Look for potential follow-ups and contributors
- 34. @parsely #parselyauddev BYOB: Bring Your Own Banner • Cross-promote your own content across communities • Diversify efforts within topics and teams • Diversify your community and create a solid base
- 35. @parsely #parselyauddev When you start rebuilding relationships, you remain relevant to your readers, and are resilient to sweeping changes.
- 36. @parsely #ParselyContent@parsely #parselyauddev Visit: www.parse.ly/audience-development-solutions/ Email: kelsey@parsely.com We’re here to help you make the most out of your audience data.
- 37. Finding Your Tribe: How to Build Communities Online #parselyauddev QUESTIONS? @parsely
- 38. Get the right kind of attention. hello@parsely.com @parsely Parse.ly