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

Building an online
community
Nicole Jensen
Social Media Strategist

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

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

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

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)

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

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

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

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

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

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

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

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

What does it take to stand out on the internet? Promoting events, a business, or yourself online has advantages; a potentially enormous audience, a multitude of free channels and the ability to share not only words, but images, video and sound. In this workshop, join a general discussion on current social media landscape. You will learn the basics of digital project management, knowing your audience and crafting the right messages and receive some tools for measuring success.

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Building an Online Community, APSMA, March 2014

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

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