Dylan T. Boyd, VP, Sales & Strategy, eROI presented Building Your Brand by Creating Community at the June SF Kickapps Conference. What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include: Starting a relationship with your customers that can’t be duplicated by the competition, encouraging loyalty and providing value. Maximizing customer interaction time with your brand, as well as building mindshare and influence. Building an plan for targeted follow-up and communication. Now, what’s the best way to kill these 3 birds with one rock-solid project? Let's learn how eROI went about it for a client in a 1 year journey of testing, listening and development. (www.eroi.com)

1. Building Your Brand
by
Building Community

2. Established in 2002. eROI is a leading
interactive agency, combining compelling
design with innovative software.
2007 Inc. Magazine
Inc. 500 + Inc. 5000 company of the year

3. We are not Social Media “Experts”.

4. 2/3rds of marketers who work
for organizations that haven’t
used any form of social media
marketing consider themselves
“very knowledgeable” or
“somewhat knowledgeable”
about this emerging field.
- marketing sherpa

6. What are the most important goals when
building your brand online?
No matter the product, service or industry,
those goals likely include:

7. Starting a relationship with your customers
that can’t be duplicated by the competition,
encouraging loyalty and providing value.

8. Maximizing customer interaction time with
your brand, as well as building mindshare
and influence.

9. Building an plan for targeted follow-up and
communication.

10. Wacom
The Road to Community

13. Wacom has long been part of the
conversation and in commuities.

15. How Did We Get Here?

16. 1. LISTENING

17. 2. PLANNING

18. 3. FINDING YOUR/OUR/THE VOICE
Social Media is Time Consuming. Someone needs to be responsible

19. Wacom
Baby Steps

24. Results of First Test
150% Increase in projectes Dec Sales
2200+ New works shared
61K Unique Visitors from 123 Countries
Increased House list by 2000
Over 150 Active voices and influencers
identified

25. Best Result
We found there was a community waiting

28. Storytelling:
The New Campaign

33. Find Out Who Else is Sharing
and Creating Brand Content

34. 6770 Results
57 Pro Wacom
Produced
Videos
20 Consumer
Wacom
Produced
Videos

35. Pro Channel Consumer

36. Hidden Finds for Later: Unboxings

38. Be Creative:
If there are not traditional measurements
you can apply to a new media -
create yours to measure by.
Benchmarks will be out there soon.

39. How We Started - Live WireFrames

40. Interaction Design

41. Admin Development
Using FULL API
Using Kickapps
Using Amazon S3 CDN
Content Mirroring

42. Building The Community
Alpha Invites - 990
Identify Influencers - 300
Twitter Track Conversion
Beta Invites from Members

43. Alpha Invites
Unique Pin Coded
Invites used to preload
known data and track
entry

44. Influencer Invites
300 USBs
Custom Messaging
Custom Invite Code
Sent to Key People
or Partners

45. Packaging Inserts

46. Building The Community
Slow Onboarding Process Planned
3600 Members in private beta
Open Beta
Slow Announce
Go BIG

51. 3600 BETA users
Average visit 7.23 minutes over 60 days
Average Page views 27 over 60 days
Average content creation 10 items
Average comments on other members 5

52. Next Steps:
Commitment
Conversion
Conversation
Community
Collaboration

53. What This Gives Us
Access/Channel
Decreased Cost Media Space
Customer Data
Better Understanding of Needs
Built in Focus Groups

54. 64% of companies using
customer communities stated
that the community made for
better decision making on
product selection

55. 33% of companies said that
communities input alone
actually changed product
design and marketing plans

56. Social Media Commandments
1. Be a good listener.
2. Think before you speak.
3. Be patient, stay committed.
4. Someone needs to own it.
5. Be creative.
6. Stay on top of trends.
7. Participate in conversation.
8. Be a user.
9. Embrace your lack of control.

58. Questions?
Dylan T. Boyd
VP Strategy, eROI
dylan@eroi.com
Twitter @eROI