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Social Media Engagement  Communities vs. Crowds isearchm.com @ISMSearchSocial
The benefits of a community
Emotional Connections and Loyalty 6% increase in basket size* 13% increase in dwell time* Viral Spread Regularly testing c...
Crisis PR Your platform to help rescue a crisis Your ambassadors coming to your rescue on social Social CRM A source of re...
But brands are still just broadcasting
Broadcasting builds crowds,  not communities
...until you start listening to what they are saying
64%  of brands have crowds* More complaints, less positive comments 16%  have engagement less than 0.05% 12%  contain over...
<ul><li>“ Facebook is about your real friends and Twitter is about who you would like to be friends with”  </li></ul><ul><...
Crowds eventually disperse
Nurturing and building a community: 1. Structure 2. Purpose 3. Knowledge 4. Conversation
 
<ul><li>Protect the community </li></ul><ul><li>Community guidelines should be on display and enforced </li></ul><ul><li>G...
A community is like a club,  you join for a reason
The perfect community manager is part scientist and part conversationalist
<ul><li>Brands need to optimise for social signals with trusted SEO mechanisms </li></ul><ul><li>When to post, where to in...
Community Mapping for a brand affiliated with mountain biking identifies who their existing influencers are and helps buil...
<ul><li>Know your onions (and the law) </li></ul><ul><li>CPR, IP and Defamation should not put you off </li></ul><ul><li>B...
6%   Interaction* 3.5%   Engagement* <ul><li>A successful community is… </li></ul><ul><li>Audiences that are giving and ge...
Crowds disperse and they might smash some of your windows on the way out... But communities stay and are loyal ambassadors...
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Social Media Engagement: Communities versus Crowds

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What's the difference between an engaged community and a crowd just making up the numbers?

How can your brand avoid the growing phenomena of defriending and unfollowing?

In our presentation from the Figaro Digital Healthcheck conference, we show how to build an engaged social media community with real longevity and value.

Published in: Technology, Business
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Social Media Engagement: Communities versus Crowds

  1. 1. Social Media Engagement Communities vs. Crowds isearchm.com @ISMSearchSocial
  2. 2. The benefits of a community
  3. 3. Emotional Connections and Loyalty 6% increase in basket size* 13% increase in dwell time* Viral Spread Regularly testing content quality Extending content reach beyond the initial target group Feedback and Research Focus groups you can ask to improve products Listening and giving back what the community needs *Average across ISM retail clients
  4. 4. Crisis PR Your platform to help rescue a crisis Your ambassadors coming to your rescue on social Social CRM A source of real time data to enhance your customer communication Manage your social data during the marketing and sales cycle Gross Ratings Points Measure your social media exposure and reach agnostically Allows more integrated online campaigns to improve community experience
  5. 5. But brands are still just broadcasting
  6. 6. Broadcasting builds crowds, not communities
  7. 7. ...until you start listening to what they are saying
  8. 8. 64% of brands have crowds* More complaints, less positive comments 16% have engagement less than 0.05% 12% contain overt sexual references 8% contain racists comments *ISM researched 25 leading international brands across 4 sectors
  9. 9. <ul><li>“ Facebook is about your real friends and Twitter is about who you would like to be friends with” </li></ul><ul><li>David Shing, AOL Digital Prophet, Dublin Web Summit Oct. 2011 </li></ul><ul><li>Choose your social platforms wisely and play by the rules of its members </li></ul><ul><li>Increasing your social noise is now becoming counterproductive </li></ul><ul><li>The next big trend is defriending and unfollowing </li></ul>Beware the future
  10. 10. Crowds eventually disperse
  11. 11. Nurturing and building a community: 1. Structure 2. Purpose 3. Knowledge 4. Conversation
  12. 13. <ul><li>Protect the community </li></ul><ul><li>Community guidelines should be on display and enforced </li></ul><ul><li>Guidelines to empower the brand and audience, not to restrict </li></ul><ul><li>Encourage opinion and debate, not personal attacks or defamation </li></ul><ul><li>Improve the quality of your social strategy by adopting the “Broken Windows” methodology* </li></ul><ul><li>*Broken Windows by James Q. Wilson and George Kelling </li></ul>
  13. 14. A community is like a club, you join for a reason
  14. 15. The perfect community manager is part scientist and part conversationalist
  15. 16. <ul><li>Brands need to optimise for social signals with trusted SEO mechanisms </li></ul><ul><li>When to post, where to insert the link, keyword research </li></ul><ul><li>Monitoring, insights, analytics </li></ul><ul><li>Gaming Social EdgeRank in the same way as SEO PageRank </li></ul><ul><li>Sweating the most out of your social objects </li></ul><ul><li>Continually testing content quality </li></ul>
  16. 17. Community Mapping for a brand affiliated with mountain biking identifies who their existing influencers are and helps build a prospect pool of new influencers to approach
  17. 18. <ul><li>Know your onions (and the law) </li></ul><ul><li>CPR, IP and Defamation should not put you off </li></ul><ul><li>Brands should use legal guidelines to empower social excellence </li></ul>
  18. 19. 6% Interaction* 3.5% Engagement* <ul><li>A successful community is… </li></ul><ul><li>Audiences that are giving and getting involved </li></ul><ul><li>Independent audiences that don’t just react to brand messages but start spontaneous conversations about the brand </li></ul>*Talking about/interaction as a percentage of total community size/audiences that have seen content
  19. 20. Crowds disperse and they might smash some of your windows on the way out... But communities stay and are loyal ambassadors, sharing your brand messages, offer focus groups, social CRM and rescue you in times of crisis.

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