The document discusses the importance of building an online community through engagement rather than mere broadcasting, emphasizing emotional context and privacy concerns. It outlines content design principles focusing on relevance, usability, and simplicity to improve user interaction, along with various post ideas to foster community engagement. Additionally, it includes a case study on ensuring small business visibility in political agendas.

1. Building an online
community
Nicole Jensen
Social Media Strategist

2. Why bother?
• Social psychology
• Need to belong
• Consumer behaviour
• Creating desire
• Justifying choices
• Creating urgency
• Removing roadblocks
• Market research = service improvements

3. Engagement vs Broadcast

4. Engagement vs Broadcast
• Engagement is best when clients or
stakeholders have differing needs and
values
• More consultation?
• Cost more?

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. 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. 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. 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. Content Design
2. Usability
• Allow shares and
interaction
• Streamline posting
processes
• Promote elsewhere
• Buttons > text

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. 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. 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. Case Study: Too Big To Ignore
• Aim: to make sure that small business gets
and stays on the political agenda

14. Case Study: Too Big To Ignore
• BCM Partnership, 2013

15. Case Study: Too Big To Ignore
• BCM Partnership, 2013