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Inspiring Great Content Through Community

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This presentation was given at the Engage Conference in Portland, OR on March 9, 2017.
Want to inspire your community? Make it about them and not you. The content, experience, should be about what is important to them. Your community has tons of ideas, needs, wants, etc. Put yourself in their shoes, and your content becomes easier to create.

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Inspiring Great Content Through Community

  1. 1. Inspiring Great Content Through Community Jennifer Sable Lopez Director, Global Communities
  2. 2. Inspire With ”Why” @jennita #EngagePDX “People don’t buy what you do, they buy what you believe” - Simon Sinek
  3. 3. @jennita #EngagePDX What is the WHY in YOUR community?
  4. 4. @jennita #EngagePDX
  5. 5. What do they care about?
  6. 6. Who are they? @jennita #EngagePDX
  7. 7. Who are they? @jennita #EngagePDX Glassdoor data
  8. 8. Who are they? @jennita #EngagePDX Glassdoor data
  9. 9. Who are they? @jennita #EngagePDX Glassdoor data
  10. 10. What do they like? @jennita #EngagePDX
  11. 11. What do they search for? @jennita #EngagePDX
  12. 12. @jennita #EngagePDX Clearly an opportunity What do they search for?
  13. 13. Create evergreen content your community is always searching for @jennita #EngagePDX
  14. 14. @jennita #EngagePDX Create evergreen content your community is always searching for EXACTLY what I was looking for
  15. 15. Create evergreen content your community is always searching for @jennita #EngagePDX Pssst…Where’s Subaru.com? EXACTLY what I was looking for
  16. 16. Evergreen content your community is always searching for @jennita #EngagePDX
  17. 17. Ask them! @jennita #EngagePDX
  18. 18. Ask them! @jennita #EngagePDX “best features and content” “What is your motivation”
  19. 19. Answer their questions @jennita #EngagePDX
  20. 20. User Generated Content
  21. 21. Comments & Reviews? @jennita #EngagePDX
  22. 22. Comments & Reviews? @jennita #EngagePDX
  23. 23. Comments & Reviews? @jennita #EngagePDX
  24. 24. Comments & Reviews? @jennita #EngagePDX Also…
  25. 25. Your products IRL @jennita #EngagePDX
  26. 26. Your products IRL @jennita #EngagePDX
  27. 27. Promote them (not you)
  28. 28. Give them a voice @jennita #EngagePDX
  29. 29. Use their data @jennita #EngagePDX
  30. 30. Show off their work @jennita #EngagePDX
  31. 31. @jennita #EngagePDX Show off their work
  32. 32. They’re Artists @jennita #EngagePDX
  33. 33. Boost Influencers @jennita #EngagePDX
  34. 34. Integrate social @jennita #EngagePDX
  35. 35. Integrate social @jennita #EngagePDX
  36. 36. Community Inspiration q Focus on “Why” q What do they care about? q Let their work inspire q Promote them
  37. 37. THANK YOU Jennifer Sable Lopez Director, Global Communities Jen.Lopez@welocalize.com @jennita

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