The document emphasizes the importance of engaging with customers through various online platforms to build community and trust around a brand. It outlines steps for participation, including tracking conversations, empowering brand champions, and providing valuable content while being honest and respectful. Key recommendations include researching target demographics, choosing appropriate social networks, and dedicating time to ongoing communication efforts.

1. Building Community 101 Your Customers Are Talking, Are You Listening…and Participating? By Kristie Wells President and Founder Social Media Club

2. Did you know?

3. People are talking about your brand. RIGHT NOW.

4. 78% of people trust recommendations given by friends and their extended networks Neilsen Trust in Advertising Report October 2007

5. 20% influence purchasing behavior of 80%

6. Love on that 20%

7. 34% of people post opinions about products and brands on their blog

8. There are a lot of blogs out there Universal McCann (March 2008) 184 million WW have started a blog | 26.4 US 346 million WW read blogs | 60.3 US 77% of active Internet users read blogs Source: Technorati’s State of The Blogosphere http://www.technorati.com/blogging/state-of-the-blogosphere/

9. In addition to blogs, there are also social networks, photo sharing sites, video portals, user forums, chat rooms, etc.

10. Lots of places to talk about you

11. Immerse yourself in conversations:

12. Track and Measure Analytics: Google Measurement Reach: Technorati, Google Blog Search MicroBlogging: Twitter, Pownce, Jaiku Social Networks: Facebook, MySpace, LinkedIn Social Bookmarks: Delicious Content Sharing: Flickr, YouTube

13. Participate.

14. Relinquish control.

15. Why?

16. Because you never really had control in the first place.

17. Let go.

18. It will be ok…

19. … mostly.

20. Participate. Said it twice as I really mean it.

21. Educate.

22. Communicate.

23. Appreciate.

24. Never, ever

25. ever

26. lie

27. Your community will find out. Trust me.

28. Be Open.

29. Be Honest.

30. Be Human.

31. Be Aware.

32. Be Respectful.

33. Be a Participant.

34. Be Courageous.

35. Manage your individual and your company reputation.

36. They BOTH matter.

37. Let’s talk about Frank.

38. Frank is saving Comcast’s bacon. Every. Single. Day.

39. Frank is participating; answering questions and providing information to Comcast’s customers

40. Remember your community will only be as good as the amount of effort you put into it.

41. You don’t have to respond to every single item

42. Unless there are only a few people talking about you

43. Find brand champions

44. ‘ They’ are living among you

45. Not as creepy as aliens

46. or as gooey

47. but they are out there

48. They can be your customers, partners, vendors

49. Ask your customer support department

50. They’ll give you a list of vocal customers (hopefully)

51. Vocal customer does not (usually) = PITA

52. Vocal customer (usually) = someone passionate about making your product/service better

53. (Sometimes though) vocal customer (does) = PITA

54. Learn to tell the difference

55. Then give those wanting to help you what they need to really love you

56. Information

57. Average person has: 10-15 Personal/Close Contacts 150 Social Network Contacts 500+ ‘Friendz’

58. Empower your brand champions to tell all their ‘friendz’ about you

59. Give them interesting content

60. And give them great customer support

61. Most importantly

62. Have fun

63. If you are not having fun

64. change careers

65. I’m not kidding.

66. Ok, enough of this lecture.

67. Time for the meat.

68. Where do you start?

69. Look within your company.

70. What are the skill sets of your employees?

71. Got some good writers?

72. Blog

73. Good storytellers?

74. Podcast

75. Work with some hotties?

76. Video baby

77. Just kidding

78. You need to ask yourself…

79. What is the target demographic you wish to reach?

80. then

81. RESEARCH

82. Yeah, I know…

83. I hate that part too.

84. You need to know where they ‘live’ online

85. You need to know where to go to PARTICIPATE in the conversations they are having about you.

86. There is that word again.

87. And maybe create your own space that helps to bring it all together

88. For example: Forums, Blog, Facebook Group

89. Differs for every company

90. The most important thing to remember is…

91. communities are not built overnight

92. Ok, time to be helpful.

93. Hopefully.

94. Step One.

95. Set up Google Alerts

96. Company Name

97. Key Management

98. Product Name

99. Top 2-3 Competitors Too

100. Find out what people are writing about them.

101. 

102. Step Two.

103. You must be able to answer this question…

104. Who are my customers?

105. Step Three.

106. Where do they ‘live’ online?

107. RESEARCH

108. Use Google and Technorati to find key influencers

109. Step Four.

110. Start by participating on THEIR blogs, groups, etc.

111. ADD value to the conversation

112. DO NOT SPAM

113. Spammy comments = bad

114. If they are talking about the navigation system in their new car…

115. DO NOT leave a comment about your new medical device

116. VERY BAD

117. Step Five.

118. Build out your own ‘portal’

119. Blog Podcast Video Facebook MySpace Whatever.

120. Find someone who can mentor you.

121. Until you feel comfortable doing it on your own.

122. Producing your own content = great way to show yourself as an industry expert

123. Well, as long as you know what you are talking about

124. Also – does wonders for SEO

125. I love Twitter

126. Twellow is a search engine targeting Twitter (TSO is new SEO)

127. I also use Facebook

128. Kristie = Flickr lover

129. Get Satisfaction

130. great customer support portal

131. and the list goes on…

132. The most important question to ask is:

133. What SocNets do I need to participate in to adequately ‘touch’ my clients/users?

134. Every company has different needs

135. It can get overwhelming

136. There will be a lot of trial and error.

137. This is where the ‘you need to love what you do’ comes in.

138. and you need patience

139. so does your boss

140. Communication is key

141. Internally

142. AND

143. Externally

144. Start with 1-2 SocNets

145. YOU need to dedicate time each day

146. Have one person ‘own’ the master communications plan

147. Empower key folks inside AND outside the company to respond

148. Remember:

149. Customer Service = Marketing

150. Questions?

151. Kristie Wells Connector. Communicator. Community Advocate. Contact me: Mobile: 415.692.1002 Email: kristiewells@gmail.com Blog: http://kristiewells.com Twitter: http://www.twitter.com/kristiewells LinkedIn: http://www.linkedin.com/in/kristiewells Flickr: http://flickr.com/photos/kristiewells/ Facebook: http://www.facebook.com/people/Kristie_Wells/503159667