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Building Communities Before You Need Them


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Use social media to build your community before you need it so that it's there for you when you do.

Published in: Technology, Business
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Building Communities Before You Need Them

  1. 1. C-K Thought Expo: Building Communities Before You Need Them 1
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  4. 4. Community: An enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility. 4 - Albert Muniz Jr. and Thomas C. O'Guinn Journal of Consumer Research, 2001
  5. 5. That means communities aren’t necessarily 5
  6. 6. Branded sites, forums… 6
  7. 7. Facebook pages, or Twitter accounts 7
  8. 8. But they could be 8
  9. 9. Your community consists of those people who: - Advocate for the brand - Defend against attacks - Forgive mistakes - Provide constructive feedback - Evangelize to non-community members - Share stories with each other 9
  10. 10. Do you have friends or “friends?” 10
  11. 11. People don’t like to feel like they’re being sold something 11
  12. 12. But marketing and community building don’t have to be mutually exclusive 12
  13. 13. These communities of influencers, ambassadors and champions have an obvious impact 13 • Brand advocates spend 2x as much $ as average customers (Deloitte study, 2010) • 64% of online users are talking about brands on social networks because the brand has provided a useful piece of advice worth sharing (Zuberance study, 2012) • When online users have a positive experience with a brand, more than ½ of them share their experiences (Zuberance study, 2012)
  14. 14. Unfortunately, communities aren’t built with money or technology 14 Communities are earned, not bought Social media can build these relationships just as quickly as destroy them Communities don’t care about “online” and “offline” budgets, org charts, or contracts There’s a time and a place for soft selling, hard selling, and not selling The brand is a member of the community, not the Emperor Success is not measured in terms of “likes,” “fans,” or “followers”
  15. 15. Make Friends, Not Ads, Right? 15
  16. 16. “If all you have is a hammer, everything looks like a nail." - Abraham Maslow 16
  17. 17. Broadcast media was all about the brand 17 Consumer The Brand
  18. 18. Social media is all about the consumer Consumer The Brand 18 The Brand Consumer
  19. 19. People talk to people, not to brands 19 “More than half of Twitter users worldwide expect a personal response within two hours of Tweeting a question or complaint and 51 percent of Facebook users expect a same- day response to questions or complaints” - Oracle’s "Consumer Views of Live Help Online 2012" “It is what companies do with fans that create value, not merely that a brand has fans” - Augie Ray, Forrester “In our study, when brand advocates were asked for the most important factors in determining a favorite brand, three ranked as extremely or very important across the consumer product categories surveyed: authenticity, honesty and transparency, and sharing a point of view.” - Deloitte, “A New Breed of Brand Advocates” “Content calendars suck. Do you go to a cocktail party with a script?” —Gary Vaynerchuk
  20. 20. She’s not going to marry you on the 1st date 20
  21. 21. Become a part of the community 21
  22. 22. And then watch as that community embraces you 22
  23. 23. However, don’t think you can build it and people will come 23
  24. 24. 24 Foundation •Identify your goals •Identify your audience •Define your personality •Identify your community manager •Educate, Equip, and Empower Conversation •Add value •Discuss current issues •Join other communities •Take it offline •Advance the industry •Stop Selling •Go above and beyond Adjustments •Measure •Adapt •Don’t take yourself too seriously Build your community foundation
  25. 25. 25 Identify your goals (hint: a million Facebook likes isn’t a goal)
  26. 26. 26 Identify your audience DIYersPros
  27. 27. 27 Figure out who you are and what you stand for
  28. 28. 28 Identify a community manager, not a social media content manager (and yes there’s a difference) Community Manager Social Media Manager Social media are a means to an end Social media is the end Public Relations / Customer Service Marketing Integrated into entire company Silo’ed Focus is on the consumer Focus is on the brand Deep relationships Shallow relationships
  29. 29. 29 Educate, Equip and Empower • Strategy • Top Cover • Social Media Policy • New Processes • Integration Points • Crisis communication plans • Long-term plans
  30. 30. Remember that you’re a member of a community, not THE community 30 Foundation •Identify your goals •Identify your audience •Define your personality •Identify your community manager Conversation •Add value •Discuss current issues •Join other communities •Take it offline •Advance the industry •Stop selling •Go above and beyond Adjustments •Measure •Adapt •Don’t take yourself too seriously
  31. 31. 31 Add Value
  32. 32. 32 Discuss current issues
  33. 33. 33 Join other people’s communities
  34. 34. Take it offline 34
  35. 35. 35 Advance the industry
  36. 36. 36 Stop selling and instead embody your personality
  37. 37. 37 Go above and beyond
  38. 38. Creating a Community Takes Patience, Hard Work and Humility 38 Foundation •Identify your goals •Identify your audience •Define your personality •Identify your community manager Conversation •Add value •Discuss current issues •Join other communities •Take it offline •Advance the industry •Stop Selling •Go above and beyond Adjustments •Measure •Adapt •Don’t take yourself too seriously
  39. 39. 39 Measure Output “Our Twitter followers increased by 134% and Facebook fans went up by more than 90% over the last month.” Outcome “Leveraging its Facebook page, Twitter account, and YouTube channel, we launched a loyalty program awareness campaign to increase Insider sign-ups by 50%. The promotion resulted in a 75% increase in total Insider signups, with 67% of those signups resulting from Twitter, Facebook, and YouTube referrals.” Social Metrics Business Metrics
  40. 40. 40 Adapt
  41. 41. 41 Don’t take yourself too seriously
  42. 42. If you’ve built a website, platform, Twitter account, Facebook page, community, it will be there for you when you need it the most 42
  43. 43. Questions 44