Marketing is changing, businesses are shifting how they think about building a customer base while community programs are already taking over. How can you leverage what you're doing in community to achieve marketing and greater business objectives?

1. Community is the New Marketing
Meghan Murphy
HandUp.org
@megmurph

3. HandUp | Head of Community and Marketing 2014
Twilio | Senior Community Manager, Twilio.org 2011
Stage Two | Senior Account Manager, Comms 2009
The Escapist | PR and Marketing and Biz Dev 2007
@megmurph

4. Marketing is about communicating the value
of a product, service or brand to customers
or consumers for the purpose of promoting
or selling that product, service, or brand.
@megmurphWikipedia

5. A branded Community has specific business
objective where a company creates a space
for people with a common sense of identity to
participate in ongoing, shared experiences.
A branded community is an extension of the
business itself
@megmurphCMX Hub

6. State of Things
Community
Marketing
ET
RK
Ma
The state of things is blended
@megmurph

7. “Community” strategy is already taking over
marketing, product, and support programs
@megmurph

8. We need to think about our community
work in the context of marketing
@megmurph

9. DO IT FOR THE $BUDGET$
@megmurph

10. Community Marketing
@megmurph

11. Community Building = Lead Generation

12. 55% of B2B marketers plan to increase use of communities
on their website in lead generation efforts.
46% plan to do the same to nurture leads.
Forrester 2013 @megmurph

13. social conversions
@megmurph
Track everything
referrals
events
content conversions
emails
business cards
forums

14. Community Engagement = Customer Experience

15. 73% of marketers view customer centricity
as critical to the success of their business
and role at the company.
Forbes Insights 2015 @megmurph

16. InvolvementHealth Support
@megmurph

17. Community Management = Customer Retention

18. a 2% increase in customer retention has the
same effect as decreasing costs by 10%
SAP Report 2014 @megmurph

19. Empowerment Loyalty Trust
@megmurph

20. Where to start tomorrow

21. Have a plan

22. @megmurph
Set awesome measurable goals
tied to marketing metrics

23. @megmurph
Measure your impact

24. @megmurph

25. @megmurph

26. How is your work contributing to
•The lead generation and growth
•The overall customer experience (across teams)
•The retention of your customers (especially high value ones)

27. Community as the new marketing is
a good thing.
@megmurph

28. Thank you
Meghan Murphy
@HandUp