Building an Online Community, APSMA, March 2014

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Presentation for Asia-Pacific Professional Services Marketing Association (APSMA) on March 25, 2014.

http://www.apsma.com.au/BookingRetrieve.aspx?ID=152578

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Building an Online Community, APSMA, March 2014

  1. 1. Building an online community Nicole Jensen Social Media Strategist
  2. 2. Why bother? • Social psychology • Need to belong • Consumer behaviour • Creating desire • Justifying choices • Creating urgency • Removing roadblocks • Market research = service improvements
  3. 3. Engagement vs Broadcast
  4. 4. Engagement vs Broadcast • Engagement is best when clients or stakeholders have differing needs and values • More consultation? • Cost more?
  5. 5. ROI • Value engagement over reach • Engagement of any type is based on „emotion in context‟ • Privacy can hide data • Retweets to private accounts • Shares only visible to friends
  6. 6. Community Criteria • A bigger picture • Business objectives • Marketing plan & other efforts • Guidelines • Community terms and conditions • Internal processes • Willing participants with mutual interests • Succession/exit plan (sometimes)
  7. 7. People • Personable managers • Get senior management on board • Influencers • UGC: user generated content • Comments are potential leads! • Check regularly • Respond on time • Match context - no sales talk
  8. 8. Content Design 1. Relevance • Solve problems • Who are my clients? • Is there a scary part of the buying process that I can make easier? • Don‟t self-promote • “You‟re only as good as your last post.” • Watch for relevant trends
  9. 9. Content Design 2. Usability • Allow shares and interaction • Streamline posting processes • Promote elsewhere • Buttons > text
  10. 10. Content Design 3. Simplicity • Drop industry lingo • Be concise and sincere • Consider learning types – Visual: graphics, charts – Auditory: videos, podcasts, webinars – Kinesthetic: surveys, polls, virtual reality apps
  11. 11. Post Ideas A. Statement update • Excited to be launching our new plans next week! • Often limited engagement B. Q & A post • Hey, NZ! Where do you suggest we all go for drinks after the APSMA masterclass? • Polls, images help greatly
  12. 12. Post Ideas C. Social/discussion post • @user: here’s the whitepaper you wanted: [link] Enjoy! • Phrasing matters - no copy/paste! D. Distribution post • See @nicolejensen’s presentation from yesterday on Slideshare [link] • give credit to partners, influencers
  13. 13. Case Study: Too Big To Ignore • Aim: to make sure that small business gets and stays on the political agenda
  14. 14. Case Study: Too Big To Ignore • BCM Partnership, 2013
  15. 15. Case Study: Too Big To Ignore • BCM Partnership, 2013

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