The document discusses how to build a brand and community through sharing content online. It recommends starting by sharing content without asking for anything in return on platforms like Twitter, Facebook, and blogs. This word-of-mouth will be more effective than traditional advertising or marketing. The document also suggests focusing sharing efforts in a few key places rather than spreading content everywhere with no focus. By engaging with fans and customers, responding to feedback, and continuously innovating, a company can build a loyal community that will help spread the word about their brand.

1. Build Your Brand
& Your audience
With Your Community
Loic Le Meur - Seesmic
@loic

2. Why bother?

3. You Could Sell Creme Brulee
• twitter.com/
cremebruleecart
• 3,000+ followers of
Creme Brulee on Twitter
• sample tweet: “Creme
brûlée cart on 22nd and
Guerrero. Are you
coming?”

4. Advertising
PR
Marketing
matter much less than
word of mouth

5. http://baekdal.com/media/content/2009/marketflowbig.jpg

6. What your friends say
matters

7. “1,000 real friends
could tell 1,000 other
friends that your
product rocks”
(link)

8. “you just got 1 million
people talking about it”
Seth Godin - Tribes
1,000 true fans

9. What a community looks like

10. LeWeb.net
#1 conference in Europe
no marketing.

11. 1.5 million downloads
no marketing.

12. Start by sharing.
• Don’t ask for any help before sharing
• You don’t even have to blog, just tweet!
• Share also what you would share around a
dinner with friends or you’re boring.

13. It’s easy!
there are just a few
places where you need
to share

16. Be great in fewer places,
not than crap everywhere
• How I do it: • my own blog
• Twitter • Ning site
teamseesmic.com
• Facebook
• mail!
• Delicious
• Flickr
• YouTube

17. Your community is
what matters the most.

18. Product?
Identify an exciting
“white” space people
talk about

19. Ship it as fast as you can
even if it’s not perfect

20. Get Feedback

21. Twitter Search

22. Get Satisfaction

23. feedback.seesmic.com

24. If nobody talks about
your brand it’s dead.

25. Answer especially if it’s
negative.

26. “Seesmic is a pile of ass”

27. “I’ll have to tone down Irish
language”

28. “This is exactly what every
company should do”

29. What the new
customers look like

30. They want everything
for free

31. No advertising,
it’s intrusive.

32. If you suck
they tell everyone

33. No loyalty, they switch
to your competition

34. and...
they tell everyone too!

35. They want everything
immediately
24hrs a day

36. There is good news.

37. It’s the same for your
competitors

38. and testimonials come too

39. What I learnt
• get closer to your real fans: launched team
seesmic (email list, Ning site)
• ship as soon as you possibly can
• get your “public roadmap” executed as fast
as possible
• be transparent and honest with issues
• never criticize your competition

40. Don’t forget to
innovate

41. “Making users happy is a
suckers game. Imagine if
Steve Jobs let other people
add features to the iPhone.
It takes a dictator to change
the course of an industry.”
Michael Arrington

42. “A Porsche would be a Volvo
if they let their users decide
on features”
Robert Scoble

43. Truth is in between
listening and being a
dictator.

45. thank you
Loic Le Meur
@loic
loic@seesmic.com