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BUILDING COMMUNITY
WITH SOCIAL MEDIA
Nick Westergaard | July 2011
COMMUNITY
BRAND DRIVEN
1,500
500 billion
BRAND
DRIVEN
COMMUNITIES
photo via Fran Simo / Flickr
photo via philiphubs / Flickr
photo via feastoffun.com / Flickr
photo via Thomas Hawk / Flickr
$500                           MILLION
raised online from 3 million donors
— most less than $100
35K
online groups formed
400K
blogs posted
1,800
videos posted to YouTube with
over 50 million views
6 million
Facebook supporters
– most popular FB page
6 TRAITS
MOTIVATED
                               BY MASLOW




photo via jeffeaton / Flickr
photo via Kilgub / Flickr
SOCIAL
GATHER
                                  OFFLINE




photo via Wajimacallit / Flickr
HELP EACH
    OTHER




photo via Jonathan Cohen / Flickr
photo via C! / Flickr
TOP BRANDS BY NUMBER
  OF FACEBOOK FANS




                       Source: Advertising Age
AWARENESS
DONATIONS
HOW?
                         BRAND
                         DRIVEN
                        COMMUNITY

           BRAND


                     TRADITIONAL
  SOCIAL
  MEDIA    ISSUE        MEDIA




           MESSAGE
TODAY
- Brand — Who You Are?
- Message — What You Say?
- Social Media 101 (BDC)
- Putting It All Together – People
- QA
NickWestergaard.com
BRAND
“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 even
not have a soul and does            become a focal point for
not correctly architect its                online contempt.”
messages everywhere it
touches consumers ...                            – Lee Clow
BRAND DNA

- Who you are
- What you say
- What you stand for
CASE STUDY
CREATION STORY
CREED
ICONS
RITUALS
PAGANS
SACRED WORDS
LEADER
NEED THESE ELEMENTS
 PACKAGED UP
MESSAGE
AIDA
Attention | Interest | Desire | Action
AISA
Attention | Issue | Solution | Advocacy
ATTENTION
ATTENTION   = STORIES
ISSUE




        DIAGNOSE
         THE PAIN
SOLUTION =
DEMONSTRATE GAIN
It is less costly
to intervene
earlier rather
than later
The average cost to
incarcerate someone in Iowa is
$31,517 per year where as the
average cost of mentoring
someone in the Children of
Promise programs is just
$1,133 per year. Prevention
can reduce our tax burden.
ADVOCACY =
WRITE A LETTER
 DONATE NOW
  ACTION!
 GET INVOLVED
OLUNTEER TODA
TTEND AN EVEN
HOW WE DELIVER THE MESSAGE?
SOCIAL
MEDIA
COMMUNITY
                BUILDING CONTEXT




photo via Pat Scullion / Flickr
YOUR
WEBSITE




          photo via JimmyWayne / Flickr
TIP!
ADD A BLOG
TO YOUR
WEBSITE
POLICY LEADERSHIP
Helps with search
EASY TO UPDATE
NEXT STEPS
- Build a hub
- Add a blog
- Publish often
- Share across social networks
750+ MILLION USERS
Fastest growing demographic is women over 55
photo via xcode / Flickr
SHARE




        photo via furiousgeorge81 / Flickr
FIND
                                relevant
                                content




photo via andercismo / Flickr
FUN WITH AVATARS
FUN WITH AVATARS
NEXT STEPS
- Create a Page
- Like stuff
- Share stuff
- Converse/repeat
- Drive traffic to web
200 MILLION USERS
     ... and growing!
AUDIENCE POLL
WHAT ARE PEOPLE TWEETING?
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion
News
Spam                         4% 4%
                        6%

                   9%
                                     40%




                        38%




                                           Source: Pear Analytics
photo via wili_hybrid / Flickr
21makessense @bergus Yeah. @KCRG
      @press-citizen @gazetteonline
Councilor Susan Mims is asking                        @bergus @ghennigan
what solutions Mondo's group                          We need to make sure we
actually has ... Limiting keg sales he                are noting qualitative
says (Mims: I'm not sure you can do                   comments vs quantitative
that)                                                 data. We can't 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. Let's keep it in place.
CNN! Awesome! 7 days!

  RT @ghennigan: 21-only forum focuses on
  safety http://is.gd/fdsaq // Great summary Gregg!
DON’T BROADCAST
12:1

photo via bengrey / Flickr
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
2 BILLION+ VIDEOS/DAY
Second most popular search engine in the world!
photo via lumierefl / Flickr
PERSONAL TOUCH
GO VIRAL



           OVER A
           MILLION
            VIEWS
NEXT STEPS
- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website
WHAT
ABOUT
YOU?
100 million users
Groups
SHARE!
         photo via nan palmero / Flickr
photo via nan The Suss-Man (Mike) / Flickr
RECAP
WEBSITE / BLOG
photo via Chiot’s Run / Flickr
CLOSING
BRAND
                       DRIVEN
                      COMMUNITY

         BRAND


                   TRADITIONAL
SOCIAL
MEDIA    ISSUE        MEDIA




         MESSAGE
EVERYONE’S A MARKETER




                photo via Wayne Large / Flickr
SALES
photo via Sunfron1 / Flickr
CUSTOMER
 SERVICE
CONTENT CREATORS
photo via tamburix / Flickr
BRAND BUILDERS
KNOW TECHNOLOGY

                    MAJORITY
                   (early & late)
  EARLY
 ADOPTERS

                                                 LAGGARDS
          S
     ATOR
INNOV




              Rogers Innovation Adoption Curve
SOCIAL SKILLS




photo via Ricky Justus / Flickr
photo via vistamommy / Flickr
NickWestergaard.com
                                             @NickWestergaard




photo via alexanderdrachman / Flickr
Brand-Driven Insights at




NickWestergaard.com
       @NickWestergaard

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