Building Your Brand
by
Building Community
Established in 2002. eROI is a leading
interactive agency, combining compelling
design with innovative software.


       ...
We are not Social Media “Experts”.
2/3rds of marketers who work
for organizations that haven’t
used any form of social media
marketing consider themselves
“v...
What are the most important goals when
      building your brand online?

No matter the product, service or industry,
    ...
Starting a relationship with your customers
that can’t be duplicated by the competition,
  encouraging loyalty and providi...
Maximizing customer interaction time with
your brand, as well as building mindshare
             and influence.
Building an plan for targeted follow-up and
              communication.
Wacom

The Road to Community
Wacom has long been part of the
conversation and in commuities.
How Did We Get Here?
1. LISTENING
2. PLANNING
3. FINDING YOUR/OUR/THE VOICE




Social Media is Time Consuming. Someone needs to be responsible
Wacom

Baby Steps
Results of First Test

 150% Increase in projectes Dec Sales
      2200+ New works shared
61K Unique Visitors from 123 Cou...
Best Result

We found there was a community waiting
Storytelling:
The New Campaign
Find Out Who Else is Sharing
and Creating Brand Content
6770 Results

57 Pro Wacom
  Produced
    Videos

20 Consumer
  Wacom
 Produced
   Videos
Pro Channel   Consumer
Hidden Finds for Later: Unboxings
Be Creative:

If there are not traditional measurements
      you can apply to a new media -
        create yours to measu...
How We Started - Live WireFrames
Interaction Design
Admin Development
  Using FULL API
   Using Kickapps
Using Amazon S3 CDN
 Content Mirroring
Building The Community

     Alpha Invites - 990
     Identify Influencers - 300
     Twitter Track Conversion

     Beta ...
Alpha Invites

Unique Pin Coded
Invites used to preload
known data and track
entry
Influencer Invites

300 USBs
Custom Messaging
Custom Invite Code
Sent to Key People
or Partners
Packaging Inserts
Building The Community
Slow Onboarding Process Planned
 3600 Members in private beta
          Open Beta
        Slow Anno...
3600 BETA users
Average visit 7.23 minutes over 60 days
 Average Page views 27 over 60 days
  Average content creation 10 ...
Next Steps:

Commitment
 Conversion
Conversation
 Community
Collaboration
What This Gives Us
       Access/Channel

 Decreased Cost Media Space

       Customer Data

Better Understanding of Needs...
64% of companies using
customer communities stated
that the community made for
  better decision making on
      product s...
33% of companies said that
 communities input alone
 actually changed product
design and marketing plans
Social Media Commandments
1. Be a good listener.
2. Think before you speak.
3. Be patient, stay committed.
4. Someone need...
Questions?
Dylan T. Boyd
VP Strategy, eROI
dylan@eroi.com
Twitter @eROI
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
Building Your Brand by Building Community
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Building Your Brand by Building Community

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Dylan T. Boyd, VP, Sales & Strategy, eROI presented Building Your Brand by Creating Community at the June SF Kickapps Conference.

What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:

Starting a relationship with your customers that can’t be duplicated by the competition, encouraging loyalty and providing value.

Maximizing customer interaction time with your brand, as well as building mindshare and influence.

Building an plan for targeted follow-up and communication.

Now, what’s the best way to kill these 3 birds with one rock-solid project? Let's learn how eROI went about it for a client in a 1 year journey of testing, listening and development. (www.eroi.com)

Published in: Technology, Business

Building Your Brand by Building Community

  1. 1. Building Your Brand by Building Community
  2. 2. Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software. 2007 Inc. Magazine Inc. 500 + Inc. 5000 company of the year
  3. 3. We are not Social Media “Experts”.
  4. 4. 2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa
  5. 5. What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:
  6. 6. Starting a relationship with your customers that can’t be duplicated by the competition, encouraging loyalty and providing value.
  7. 7. Maximizing customer interaction time with your brand, as well as building mindshare and influence.
  8. 8. Building an plan for targeted follow-up and communication.
  9. 9. Wacom The Road to Community
  10. 10. Wacom has long been part of the conversation and in commuities.
  11. 11. How Did We Get Here?
  12. 12. 1. LISTENING
  13. 13. 2. PLANNING
  14. 14. 3. FINDING YOUR/OUR/THE VOICE Social Media is Time Consuming. Someone needs to be responsible
  15. 15. Wacom Baby Steps
  16. 16. Results of First Test 150% Increase in projectes Dec Sales 2200+ New works shared 61K Unique Visitors from 123 Countries Increased House list by 2000 Over 150 Active voices and influencers identified
  17. 17. Best Result We found there was a community waiting
  18. 18. Storytelling: The New Campaign
  19. 19. Find Out Who Else is Sharing and Creating Brand Content
  20. 20. 6770 Results 57 Pro Wacom Produced Videos 20 Consumer Wacom Produced Videos
  21. 21. Pro Channel Consumer
  22. 22. Hidden Finds for Later: Unboxings
  23. 23. Be Creative: If there are not traditional measurements you can apply to a new media - create yours to measure by. Benchmarks will be out there soon.
  24. 24. How We Started - Live WireFrames
  25. 25. Interaction Design
  26. 26. Admin Development Using FULL API Using Kickapps Using Amazon S3 CDN Content Mirroring
  27. 27. Building The Community Alpha Invites - 990 Identify Influencers - 300 Twitter Track Conversion Beta Invites from Members
  28. 28. Alpha Invites Unique Pin Coded Invites used to preload known data and track entry
  29. 29. Influencer Invites 300 USBs Custom Messaging Custom Invite Code Sent to Key People or Partners
  30. 30. Packaging Inserts
  31. 31. Building The Community Slow Onboarding Process Planned 3600 Members in private beta Open Beta Slow Announce Go BIG
  32. 32. 3600 BETA users Average visit 7.23 minutes over 60 days Average Page views 27 over 60 days Average content creation 10 items Average comments on other members 5
  33. 33. Next Steps: Commitment Conversion Conversation Community Collaboration
  34. 34. What This Gives Us Access/Channel Decreased Cost Media Space Customer Data Better Understanding of Needs Built in Focus Groups
  35. 35. 64% of companies using customer communities stated that the community made for better decision making on product selection
  36. 36. 33% of companies said that communities input alone actually changed product design and marketing plans
  37. 37. Social Media Commandments 1. Be a good listener. 2. Think before you speak. 3. Be patient, stay committed. 4. Someone needs to own it. 5. Be creative. 6. Stay on top of trends. 7. Participate in conversation. 8. Be a user. 9. Embrace your lack of control.
  38. 38. Questions? Dylan T. Boyd VP Strategy, eROI dylan@eroi.com Twitter @eROI

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