Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How To Turn Customers into Evangelists With Online Communities

  • Login to see the comments

How To Turn Customers into Evangelists With Online Communities

  1. 1. Evangelism starts with: Community Yes, it’s a real job. 1 @dowmediagroupTuesday, September 4, 12
  2. 2. Community Buzz Words • Engagement • Nurturing • Seeding • Listening • Loyalty True Story: I’m very sick of these words 2 @dowmediagroupTuesday, September 4, 12
  3. 3. Fun Facts • Community Managers are 2 x more likely to work for B2C • Community Managers are 2 x more likely to work directly for the brand • Community Managers actually get paid pretty well (the good ones) True Story: 100% of normal people have no idea what they do 3 @dowmediagroupTuesday, September 4, 12
  4. 4. What do CM’s do all day? • Write Stuff • Interact About Stuff • Plan Stuff • Help People With Stuff • Analyze and Report Stuff True Story: If you can’t read a spreadsheet, you can’t be a good CM 4 @dowmediagroupTuesday, September 4, 12
  5. 5. How Are CM’s Measured? • Engagement • Community Growth • Leads • Sales • Share of Voice • Cost Savings True Story: This stuff all = revenue based on page views, time on page, CTA 5 @dowmediagroupTuesday, September 4, 12
  6. 6. Figure Out & Get To Know Your Audience True Story: The best way to do this = visiting other communities & data 6 @dowmediagroupTuesday, September 4, 12
  7. 7. Have Some Goals for Your Community True Story: If they aren’t measurable, potential fans won’t talk to you. 7 @dowmediagroupTuesday, September 4, 12
  8. 8. Be Damn Sure You Have Guidelines for Participation **and put them in writing True Story: You will still get spam and marriage proposals. 8 @dowmediagroupTuesday, September 4, 12
  9. 9. Don’t Sell Stuff **really do, but be subtle True Story: People will buy stuff if they trust you. 9 @dowmediagroupTuesday, September 4, 12
  10. 10. People connect with people, not businesses **Tell them who you are. True Story: Making up fake names are ok, just be consistent. 10 @dowmediagroupTuesday, September 4, 12
  11. 11. Check your ego. True Story: It’s not your community, it’s theirs. 11 @dowmediagroupTuesday, September 4, 12
  12. 12. Be friendly, helpful and responsive. Reply Always. Always. True Story: People like that. 12 @dowmediagroupTuesday, September 4, 12
  13. 13. Have a conversation based on your strategy. True Story: To do that you need compelling content. 13 @dowmediagroupTuesday, September 4, 12
  14. 14. Let people have a voice. True Story: But there will always be douchebaggery, so you need moderators. 14 @dowmediagroupTuesday, September 4, 12
  15. 15. Ask people questions. True Story: People love to show how smart they are. 15 @dowmediagroupTuesday, September 4, 12
  16. 16. Reward loyalty. Starve trolls. True Story: You wouldn’t believe what people will do for a t-shirt. 16 @dowmediagroupTuesday, September 4, 12
  17. 17. Fun Trends in CM • Visual Communities • Hidden monetization • Community Driven Content • Optimizing for Mobile • Perfect Timing 17 @dowmediagroupTuesday, September 4, 12
  18. 18. Don’t do this: Ignore metrics Ignore legacy content assets Ignore backend systems Ignore social tie ins and monitoring Ignore email marketing Ignore CRM systems Ignore monetization Ignore mobile Ignore specialization True Story: Ignorance is not bliss. 18 @dowmediagroupTuesday, September 4, 12
  19. 19. Do this: Establish a community vision Design your taxonomy around the vision Develop your SEO/SEM/Social strategy Seek out members Reward early adopters Determine your measurement & problem solving systems Seed content Set your monetization plan Establish moderation and community guidelines True Story: It works! 19 @dowmediagroupTuesday, September 4, 12
  20. 20. Questions? Connect with us! @dowmediagroup True Story: We will reply! 20 @dowmediagroupTuesday, September 4, 12

×