Building Community with Social Media

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This was originally presented as the closing keynote at the APPA National Conference in Chicago on July 27, 2011. For more information, please check out http://www.nickwestergaard.com

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Building Community with Social Media

  1. 1. BUILDING COMMUNITYWITH SOCIAL MEDIANick Westergaard | July 2011
  2. 2. COMMUNITY
  3. 3. BRAND DRIVEN
  4. 4. 1,500
  5. 5. 500 billion
  6. 6. BRANDDRIVENCOMMUNITIES
  7. 7. photo via Fran Simo / Flickr
  8. 8. photo via philiphubs / Flickr
  9. 9. photo via feastoffun.com / Flickr
  10. 10. photo via Thomas Hawk / Flickr
  11. 11. $500 MILLIONraised online from 3 million donors— most less than $100
  12. 12. 35Konline groups formed
  13. 13. 400Kblogs posted
  14. 14. 1,800videos posted to YouTube withover 50 million views
  15. 15. 6 millionFacebook supporters– most popular FB page
  16. 16. 6 TRAITS
  17. 17. MOTIVATED BY MASLOWphoto via jeffeaton / Flickr
  18. 18. photo via Kilgub / Flickr
  19. 19. SOCIAL
  20. 20. GATHER OFFLINEphoto via Wajimacallit / Flickr
  21. 21. HELP EACH OTHERphoto via Jonathan Cohen / Flickr
  22. 22. photo via C! / Flickr
  23. 23. TOP BRANDS BY NUMBER OF FACEBOOK FANS Source: Advertising Age
  24. 24. AWARENESS
  25. 25. DONATIONS
  26. 26. HOW? BRAND DRIVEN COMMUNITY BRAND TRADITIONAL SOCIAL MEDIA ISSUE MEDIA MESSAGE
  27. 27. TODAY- Brand — Who You Are?- Message — What You Say?- Social Media 101 (BDC)- Putting It All Together – People- QA
  28. 28. NickWestergaard.com
  29. 29. BRAND
  30. 30. “THE REALITY OF THE NEW MEDIA WORLD ......is that if your brand does ... it can become irrelevant.not have a belief, if it does It can be ignored, or evennot have a soul and does become a focal point fornot correctly architect its online contempt.”messages everywhere ittouches consumers ... – Lee Clow
  31. 31. BRAND DNA- Who you are- What you say- What you stand for
  32. 32. CASE STUDY
  33. 33. CREATION STORY
  34. 34. CREED
  35. 35. ICONS
  36. 36. RITUALS
  37. 37. PAGANS
  38. 38. SACRED WORDS
  39. 39. LEADER
  40. 40. NEED THESE ELEMENTS PACKAGED UP
  41. 41. MESSAGE
  42. 42. AIDAAttention | Interest | Desire | Action
  43. 43. AISAAttention | Issue | Solution | Advocacy
  44. 44. ATTENTION
  45. 45. ATTENTION = STORIES
  46. 46. ISSUE DIAGNOSE THE PAIN
  47. 47. SOLUTION =DEMONSTRATE GAIN
  48. 48. It is less costlyto interveneearlier ratherthan laterThe average cost toincarcerate someone in Iowa is$31,517 per year where as theaverage cost of mentoringsomeone in the Children ofPromise programs is just$1,133 per year. Preventioncan reduce our tax burden.
  49. 49. ADVOCACY =
  50. 50. WRITE A LETTER DONATE NOW ACTION! GET INVOLVEDOLUNTEER TODATTEND AN EVEN
  51. 51. HOW WE DELIVER THE MESSAGE?
  52. 52. SOCIALMEDIA
  53. 53. COMMUNITY BUILDING CONTEXTphoto via Pat Scullion / Flickr
  54. 54. YOURWEBSITE photo via JimmyWayne / Flickr
  55. 55. TIP!ADD A BLOGTO YOURWEBSITE
  56. 56. POLICY LEADERSHIP
  57. 57. Helps with search
  58. 58. EASY TO UPDATE
  59. 59. NEXT STEPS- Build a hub- Add a blog- Publish often- Share across social networks
  60. 60. 750+ MILLION USERSFastest growing demographic is women over 55
  61. 61. photo via xcode / Flickr
  62. 62. SHARE photo via furiousgeorge81 / Flickr
  63. 63. FIND relevant contentphoto via andercismo / Flickr
  64. 64. FUN WITH AVATARS
  65. 65. FUN WITH AVATARS
  66. 66. NEXT STEPS- Create a Page- Like stuff- Share stuff- Converse/repeat- Drive traffic to web
  67. 67. 200 MILLION USERS ... and growing!
  68. 68. AUDIENCE POLL
  69. 69. WHAT ARE PEOPLE TWEETING?Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam 4% 4% 6% 9% 40% 38% Source: Pear Analytics
  70. 70. photo via wili_hybrid / Flickr
  71. 71. 21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonlineCouncilor Susan Mims is asking @bergus @ghenniganwhat solutions Mondos group We need to make sure weactually has ... Limiting keg sales he are noting qualitativesays (Mims: Im not sure you can do comments vs quantitativethat) data. We cant let anecdotal info cloud Someone in audience facts. just asked, "If bar owners care - are any others here?" No one responded. Actions @meghannkay Thanks for speak louder than your support! words.Just saw a Mondo closing statement: "21 is an easy fix."@21MakesSense ad on OK. Good. Lets keep it in place.CNN! Awesome! 7 days! RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!
  72. 72. DON’T BROADCAST
  73. 73. 12:1photo via bengrey / Flickr
  74. 74. NEXT STEPS- Create a Twitter account- Follow a lot of people & orgs- Tweet & share often (12:1)- Think of it as PR- Drive traffic to web
  75. 75. 2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!
  76. 76. photo via lumierefl / Flickr
  77. 77. PERSONAL TOUCH
  78. 78. GO VIRAL OVER A MILLION VIEWS
  79. 79. NEXT STEPS- Create a YouTube channel- Create video content- Make your brand personal- Embed content on website
  80. 80. WHATABOUTYOU?
  81. 81. 100 million users
  82. 82. Groups
  83. 83. SHARE! photo via nan palmero / Flickr
  84. 84. photo via nan The Suss-Man (Mike) / Flickr
  85. 85. RECAP
  86. 86. WEBSITE / BLOG
  87. 87. photo via Chiot’s Run / Flickr
  88. 88. CLOSING
  89. 89. BRAND DRIVEN COMMUNITY BRAND TRADITIONALSOCIALMEDIA ISSUE MEDIA MESSAGE
  90. 90. EVERYONE’S A MARKETER photo via Wayne Large / Flickr
  91. 91. SALESphoto via Sunfron1 / Flickr
  92. 92. CUSTOMER SERVICE
  93. 93. CONTENT CREATORSphoto via tamburix / Flickr
  94. 94. BRAND BUILDERS
  95. 95. KNOW TECHNOLOGY MAJORITY (early & late) EARLY ADOPTERS LAGGARDS S ATORINNOV Rogers Innovation Adoption Curve
  96. 96. SOCIAL SKILLSphoto via Ricky Justus / Flickr
  97. 97. photo via vistamommy / Flickr
  98. 98. NickWestergaard.com @NickWestergaardphoto via alexanderdrachman / Flickr
  99. 99. Brand-Driven Insights atNickWestergaard.com @NickWestergaard

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